What to Keep in Mind When Taking Your Business Online

Ready to launch your online advertising campaign but confused about how to plan for your success beforehand? In today’s blog, we’ll discuss how to set yourself up for success by understanding the various potential strike points where you can turn a visitor into a consumer. Let’s dive right in!

Define Your Campaign Goals

Before we get started on the technicalities of a business plan, figure out your main goal for this particular campaign. It can range from driving more traffic to your website, increasing the conversion rate to 10%, or boosting sales by 10%. Whatever your goal, it is always better to set it on the drawing board beforehand so you can synchronize your efforts in that direction. Every decision you take must align with that particular goal.

Craft Your Mission Statement or USP

A mission statement or a USP (Unique Selling Proposition) helps your business stand out from the competition by highlighting what makes a visitor a consumer. For example, Apple thrives on the position that its products are superior in quality, providing unmatchable service and ease of connectivity across devices.

Understand the Consumer Journey: See, Think, Do & Care

A visitor’s journey to becoming a consumer can broadly be categorized into four stages:

  1. See: In our moments of mindless social media scrolling, we’re often drawn to posts featuring stylish outfits or trending products. This is where the shopping cycle begins — by becoming aware of something intriguing.

  2. Think: After becoming aware, visitors develop an interest and start researching whether the product fits their needs and budget.

  3. Do: This is the purchase stage where the visitor fully transitions into a customer by making a conscious decision.

  4. Care: After the purchase, customers often share their experiences online, post reviews, or flaunt their new purchase on social media. This stage also includes providing feedback about the product.

These four stages represent Customer Touchpoints, moments when a potential customer comes into direct or indirect exposure to your product. Strategically targeting these touchpoints can significantly improve conversion rates.

The Who, When & What of Your Strategy

  • Who: Push your marketing efforts to the audience genuinely interested in your product. Use audience segmentation based on factors such as gender, age, and demographics.
  • When: Identify the right moments to engage with your target audience based on their journey through touchpoints.
  • What: Tailor your content to suit your audience, ensuring it is engaging and relevant. Avoid outrightly demeaning competitors but subtly highlight how your product offers better value.

Measure Your Efforts

Continuously improving your efforts is essential for long-term success. Use KPIs (Key Performance Indicators) to measure business growth. These quantifiable metrics make your business performance measurable, practical, and actionable.

Aim to set goals using the SMART framework:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-bound

This helps establish benchmarks for different stages of your online marketing campaign, ensuring that you stay on the right track.

Conclusion

All in all, achieving your set goals can be done by concentrating your efforts on your identified target audience, showing them relevant content at specific customer touchpoints, tailoring your content for humans (not search engine bots), setting SMART goals, and focusing on KPIs. Continuously optimize your efforts based on performance to ensure sustained success.

Interested in learning more about topics like this? Make sure to keep an eye on my blog for upcoming posts. Grateful to be worth your time!

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