What do people say about you when you’re not around?
Good branding elevates a business.
This killer 10 step digital marketing campaign action plan will help build your brand’s recognition and loyalty. The basic aim is to attract the right people to your business, by highlighting your unique value – via a solid online branding process.
I’ve combined very simple management, marketing and productivity techniques to save you time experimenting and focus on what really works.
By the end of this guide; you should be able to build to build a reputable brand online from scratch, reach your ideal audience/customers in a cost-effective and measurable way. In addition to improving sales and revenue.
And when that happens, you increase your confidence and secure your future.
Yes you can.
It becomes a reality when you join me on this exciting journey. If you’re ready to improve exposure, generate leads or simply make the phone ring, here is your chance.
Let’s roll.Customers appreciate it when a business has a consistent brand. In fact, consistent presentation of a brand has seen to increase revenue by 33 percent (Lucidpress). Click To Tweet
Our job is not to create content. Our job is to change the world of the people who consume it.Andrea Fryrear
You know the score; there is a myriad of challenges to growing any business.
As your business grows, you’re sure to come across different obstacles and opportunities that demands different responses and solutions. What worked in the past might not work today.
All too often, avoidable mistakes turn what could have been a great business into yet another unfortunate story.
Recognizing and overcoming the common pitfalls associated with growth is essential if your business is to continue to grow and thrive. Imperatively, you need to ensure that the steps you take today don’t themselves create additional problems for the future.
In light of this; my aim is to help you make the most of the opportunities the internet has to offer – amidst this global pandemic, whilst creating sustainable growth for the future.
Picture this for a second:
- 78% of Internet users conduct product research online. (wpforms)
- Inbound marketing costs 62% less per lead than traditional, outbound marketing. (HubSpot)
- Companies that blog get 55% more web traffic.
- 57% of businesses have acquired a customer through their company blog.
With these stats in mind; and considering that an estimated 4.66 billion people (about 59% of the global population) are active internet users (statista), the world is indeed unimaginable without the internet.
Now; one area I consistently come across where most business owners and executives require training and mentoring is the process of developing a digital marketing campaign action plan.
No wonder; 90% of websites get zero organic traffic from Google. (Databox)
I was in that box myself, And I’m here to pull you out now!
Before that, let’s cover what you’ll get out of accompanying me on this trip.
The Purpose of this Digital Marketing Campaign Action Plan
Be yourself. There is no one better. Be yourself; because an original is worth more than a copy.
I know the feeling.
It’s a feeling that drives you crazy.
Why some brands seem to cast a spell over their audience and customers. Yet nobody wants to know yours.
And you just can’t figure it out.
Well, the answer could be something about your digital marketing strategy. Something that’s missing. Something other businesses are doing that you’re not. Something you need to uncover right now.
And that something is right here.
Once you have the objectives, goals, key point indicators (KPIs), and targets set – then you can start fleshing out your digital marketing campaign strategy and plan of action, and the main part of this will covered in this guide.
Thus; the purpose of this digital marketing action plan is to take you through the process of researching and clearly articulating the aims and goals of your digital initiatives, along with clearly targeting digital personas, and methodically choosing which channels to go after them and how.
This digital marketing campaign action plan will help:
- build your foundations
- exhibit how beneficial your services are
- extend your reach
- plan your business growth and expansion accordingly
- name the right price for your services
- give space for new knowledge.
As opposed to your company’s online marketing strategy – which basically covers what you want to do, what you want your brand to be and where you want it to go – this guide is concerned with how you do things once you have decided what to do – as regards growing your brand and selling your products and services via the web.
I’ve divided this guide into 3 phases and 10 steps to help you follow more easily.
I hope you find the secrets to improving your ROI this year.
Without further ado let’s jump into action!The purpose of a digital marketing action plan is to take you through the process of researching and clearly articulating the aims and goals of your digital initiatives. Click To Tweet
PHASE 1: ANALYZE YOUR CURRENT MARKETING STRATEGY
“Innovation needs to be part of your culture. Consumers are transforming faster than we are, and if we don’t catch up, we’re in trouble.”– Ian Schafer
So far: how have you being taking advantage of the internet to grow your business and chase your dreams?
Do you have a documented plan for promoting your business online?
What I often find when dealing with companies, both large and small, – is that most do not actually have a written plan that they can put their hand to and say ‘this is our digital marketing campaign action plan’.
In our world today; this nonchalant attitude is detrimental to growth – considering the impact the corona virus pandemic is having on economies worldwide.
That’s right; across the board most of our businesses have being affected.
And it’s hard to foresee a return to the previous trajectory of growth in demand. Many experts, and respected studies believe it’ll take within one to four years for demand to return to 2019 levels.
One way or another 2021 is likely to be the year when the world transitions to the next normal. As businesses take stock of what’s just happened (and it’s effects on the global economy, business, and society), and what’s to come.
Undoubtedly; entrepreneurship and management is about creating and recreating yourself. It’s about being conscious of the happenings around you and responding accordingly.
In this first phase of creating a reasonable digital marketing campaign action plan for your business, we’ll analyse all past activities you have undertaken to promote your brand.
This will you a holistic and historical view of your online marketing strategy. The aim is to get a clear view of your strengths and weaknesses, with insights to build on the former and a chance to reverse the latter.
This simple SWOT (Strengths, Weaknesses, opportunities and Threats) analysis will also aid in spotting opportunities and obstacles that lay ahead.
Thus our first goal is to identify what’s working and what isn’t, and how things are connected in order to create a reliable plan for promoting your business online.
SWOT analysis involves identifying your competitors, understanding exactly how they operate and becoming familiar with their strengths and weaknesses.
Which gives you a cost-benefit analysis of the use of your company’s marketing resources and the resulting performance increases. It also offers insights into alternate uses of resources as measured against potential benefits to make sure company resources are being used to best advantage.
So; this phase of assessing your current marketing activities will help you figure out what’s necessary, and what can be cut out to save time and/or resources.
Now let’s cover what to look for, things to avoid, how to make the most of your digital marketing campaign action plan.
It’s time for action!HOW TO BUILD A KILLER DIGITAL MARKETING CAMPAIGN ACTION PLAN IN 10 EASY STEPS. Click To Tweet
STEP 1: List Your Current Online Marketing Partners and/or Providers
Every business is different, as is every digital marketing campaign. However, smart results-driven digital marketing companies and SEO consultants know the basic secret ingredient to success online is building long-term mutually beneficial relationships.
Without building the right relationships with related businesses in your market and/or industry, partnering with the right online advertising agency, or employing the right digital marketing tools – fulfillment will always seem elusive online.
To begin this exercise; think about the people, businesses, tools and resources that come into play when promoting your products and/or services.
Make a list.
It may be easier to break this down into deliverables, the goal of those deliverables, and the outcome you hope to achieve.
For instance; I partner with a web design company here in Ghana to speedup work for my agency’s Word Press web design clients, while I use Mailchimp to meet my email marketing needs,
Knowing these things helps you communicate what you wish to get out of your partnerships and internet marketing projects.
Now; over to you.
Which partners, providers and suppliers do you already work with to promote your brand, products or services online, and how will they work together moving forward?
Its easier and more clearer to think on paper, so don’t just use your memory, get out a notepad or open a spreadsheet – like excel or Docs.
List the major players, marketing partners, softwares or promotion tools and resources, that helps to either improve brand awareness or increase sales for your organisation.
You can list them by function or type, here’s a rough guide.
This list will help you identify any conflict of interests, problems and potential threats to your digital marketing campaign action plan, and give you insights into how to handle them before hand.
With that completed, let’s move on to the spaces you hold on the web.Understand how to create a great business to business relationship and keep your customers happy. Click To Tweet
STEP 2: List the Digital Assets that Represents Your Company, Products or Services
“We have technology, finally, that for the first time in human history allows people to really maintain rich connections with much larger numbers of people.”– Pierre Omidyar
What properties do you control on the web?
Similar to the first step – your online marketing partners and providers – listing the assets you control helps you put your brand’s online marketing strategy in better perspective.
List all domain names, mobile apps, social profiles and all other online assets that represent your brand online?
You’ll discover insights into how these digital platforms relate and complement each other – indispensable in helping you run a smooth and effective online marketing campaign for your business.
This list should arm you with enough knowledge to plan your way around the web.
For instance; this website is the main base for promoting my agency’s digital marketing services in Accra, and as such this blog was set up to basically to educate and inform our audience on what we do, how we do it and how you can benefit).
On the other hand; we use our Facebook business page to expand our reach, interact with our current and future clients, and we started the Business Marketing Masterminds group to help build a community of like-minded individuals. You can join us to get easy to implement marketing tips and share ideas with other small business owners.
On Twitter – @kontadigital – we share quick brand updates, press releases and online marketing tips.
And finally we use LinkedIn to build professional relationships, and for clients prospecting by sharing our expertise and getting involved with business related events and groups.
Understanding the platforms you own and their roles can help you create an effective digital marketing campaign action plan that is sure to move the needle.
This list can also help you properly fit digital into your brand’s overall marketing mix.
To give you a clearer picture, we’ll now analyze your overall marketing activities – both on and offline.Understanding the platforms you own and their roles can help you create an effective digital marketing campaign action plan that is sure to move the needle. Click To Tweet
Step 3: Analyze Your Brand’s Current Marketing Activities and Budget.
“It’s hard to find things that won’t sell online.”– Jeff Bezos
To pull the curtain on the first phase of creating an effective digital marketing campaign plan; it makes sense to know how the digital strategies you employ fit into the overall techniques you use in garnering attention for your brand, product or services.
In practice; the marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix – Price, Product, Promotion and Place.
An understanding of the marketing mix can be used as a demarcation, to differentiate and enhance the image of a brand, product or service.
How much did you spend on each?
By listing your entire marketing strategies and balancing them against a budget can help completely absorb your business model while using digital channels to help you acquire and retain customers.
Analyze their impact, and be sure they justify your investment.
Our exercise so far, should have given you a clearer picture of your current standing, with insights on how to be better as we move more into 2021.
On that note; the next phase of this digital marketing campaign plan will deal strictly on how to use the best of what you’ve got to get the best from the web.
Let’s keep the momentum.By listing your entire marketing strategies and balancing them against a budget can help completely absorb your business model while using digital channels to help you acquire and retain customers. Click To Tweet
PHASE II: YOUR COMPANY AND BRAND’S REPRESENTATION ONLINE
Purpose fuels passion in everything but especially when it comes to running your own business. Get transparency into every aspect of your business.
As new coronavirus cases rise precipitously after the holidays, health experts are urging leaders and governments globally to speed up vaccine distribution, which has proved a logistical nightmare.
At play are not just commercial rivalries and scientific challenges but an ambitious plan to put governments in the middle of the effort and, most vexingly, the often toxic political atmosphere we now find ourselves.
In light of where we currently find ourselves, it won’t be far-fetched to say in 2021, for every positive there will be a negative… and to business and markets in particular, for every brand-hero standing in the spotlight there will be a brand-villain lurking around the corner.
In spite of all; this is the time to guard up! You must dream about the hero you can become while defending against the villain the market may create.
You must put your superhero capes on, because marketing will not be a walk-in-the-park in 2021.
So how do you go about getting traction for your organisation in this year of transition?
That’s what I’ll try to show you in this section.
STEP 4: Create a Strong and Unique Brand Identity for Your Business
“Your brand is what other people say about you when you’re not in the room”
For starters, branding is the promotion of a particular product or company by means of advertising and distinctive design.
That is, branding sets you apart from everyone else. No matter how identical your companies, products and services are.
And make no mistake about it; as you plan and execute your company’s digital marketing campaign strategy, branding must be at the core of virtually everything you do.
To quote directly from Lisa Cron’s 11 benefits of branding your small business:
Branding is one of the most important aspects of a successful business. It’s the first impression you give to your audience and it’s what makes you stand out among your competition.
Your brand is a direct reflection of what your customers should expect from you. It’s your voice, your mission, your marketing materials, your packaging, your website. It’s the reason people will choose you over others.
Simply put, branding is not just a logo. For small businesses especially, it’s important to attract and retain loyal customers and branding will do just that.
Now you know.
Take a second to look around your home or office, from your mobile phone to your Laptop/PC, to what you eat and wear, even the places you stay or visit, to the toothpaste and toiletries you use.
Brands are everywhere. No matter how small,if you are after fulfillment in business, never underestimate the power of branding.
Let’s take a look at a few.
The Core Benefits of Branding Your Business
There are many benefits to branding your small business, for your sake, what follows are a few to keep you focused.
Good branding can help to;
- develop your identity and reputation.
- highlight your unique expertise, capabilities and specific features of your company, products and/or services.
- elevate your business by building recognition and loyalty.
- attract customers that share similar values.
- develop an emotional connection to your to your business.
Without doubt; branding can put your plans for promoting your company, products and services on autopilot.
Okay; do you recognize any brand in the image below?
I’ll leave it at that.
Moving on; in your quest to create an effective digital marketing campaign action plan, branding must cover everything you do, to capture the earlier mentioned benefits. From the structure of your website, it’s content and keywords, to how you promote, build links and interact on social media.
We’ll get into all that down the line.
But if you’re not to sure of your branding or you’re just starting out; how to build your own brand essentially boils down to these seven steps:
- Research your target audience and your competitors.
- Pick your focus and personality.
- Choose your business name.
- Write your slogan.
- Choose the look of your brand (colors and font).
- Design your logo.
- Apply your branding across your business.
What memberships or associations is your business part of?
Give thought to what awards, logos, partnerships etc. you need to display and also how you can connect with these groups online.
Connecting with all stakeholders connected to your business and industry is crucial in building links to your website and other digital assets. A bedrock for attracting targeted traffic and improving leads and sales.
Good branding is arguably the most important thing when it comes to ensuring the success of your business’ digital marketing campaign action plan.
For more on this step, check out the guides below.
- 11 Simple Steps for a Successful Brand Building Process (+free workbook and template)
- How to Create a Powerful Brand Identity (A Step-by-Step Guide)
STEP 5: Approach Your Digital Marketing Campaign Action Plan With Brand Consistency in Mind
It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.Warren Buffett
First off; will you key in your bank details into just any website?
The answer is almost universal.
Notable brands all over the world, companies like Amazon, Google, KPMG, Vodafone, Apple and Microsoft, and even local brands here in Ghana like Melcom, Tonaton – Ghana largest marketplace, to name a few, didn’t just sprout out suddenly.
They advanced, attacked and are still defending. Any business that risks leaving the trenches, risks extinction. Consistency is key to success in any field.
Practically; being consistent with your branding efforts entails delivering all your messaging in line with your organisation’s identity, values, and strategy over time.
Consistency means your target audience is being exposed to core messages, visual branding, and other brand elements repeatedly, which can help to solidify brand recognition – as trust happens to be one of the most valuable currencies online.
Now; ask yourself “are you consistent in how your company is represented online?”
How to Maintain Brand Consistency Online
What did you think first of this billboard?
And what was your reaction when you discovered its from Rotary Club?
Your brand. Have you being consistent in what you say and do?
Has your brand messaging so far being coherent with your company goals, objectives, identity, values, and strategy?
This guy asks too many questions right?
And am still asking. This is your year. My duty is to gear you up.
Now; take a moments breathe and think about the contents you’ve being pushing out via your website, social channels,, groups, YouTube and all other channels you employ or plan to use in promoting your business online.
No worries, I’m here for you.
Let’s begin with why you’re consuming this article in the first place. Why are you in business?
Never underestimate the power of starting with the “WHY” of your business.
As they say “your why” will give you a sense of direction and a catalyst to push through all the obstacles you’ll encounter on your journey.
So why your organization does exists?
Check out Simon Sinek’s video from TEDx below to get more insights into discovering your “why”.
A few Steps to Maintain Consistency in Your Digital Marketing Campaign Action Plan.
- Your logo and design elements must be unique across platforms – on and offline
- Select the right topics for your brand’s content calendar (If you don’t know what to write about check out my previous article aimed at beginners: Actionable Keyword Research & Competitor Analysis for Business (A Complete Step-by-Step Guide With Free SEO Tools)
- Bring offline marketing events into your online branding efforts. For instance; you can turn your offline marketing materials like brochures, fliers, ad copy etc into blog posts, ebooks, infographics and more.
- Your partners and staff should be involved in the digital process with one goal in mind.
- Keep your brand’s tone and personality consistent across channels (For assistance check out 7 Steps to Defining Your Brand Voice – Visme).
Don’t just create content to create it. There needs to be a goal.
What action do you want users to take after reading?
Promoting your brand, products and services online without goals, is rather meaningless. You must think in terms of return on investments and growth frameworks.
For illustration, take a look at the image below and try to guess theier goal.
Easy to guess right?
As a directory of business listings, their why isn’t far-fetched. And it’s obvious to all visitors.
By the way, before we continue, if your brand is based here in Ghana or you have an interest in the Ghanaian market, I strongly urge you to get your business listed on GhanaYello. I’m generating a decent traffic from them.
There are other good sites like Modern Ghana, Yalwa, Business Ghana, Ghana Web, Tonaton, Jiji, Jumia, Yellow Pages and even Peace FM’s website to name a few, that you can add into your plan for promoting your business online.
Back to business.
Look; if you can’t consistently tell web users how your company will change their lives or solve their problems then it’s unlikely you’ll make the conversions you desire.
Seriously; one of the best ways to sabotage your digital marketing campaign action plan or strategy is to not tie it to your business goals and objectives.
You must know why you’re creating content on any platform you.
Though we’re creating this digital marketing campaign action plan to combat the effect of the pandemic by covering all marketing activities digitally through the year.
But it’s still very narrow minded to think on the campaign level. You must think holistically about growth, which will help you prepare to continue to evolve your marketing to fuel growth. You must think 5, 10 even 20 years ahead.
That’s why your “why” is important. Times and seasons, strategies and tactics might change. But your why, if possible should remain. For it’s basically your brand.
For instance guys like Rand Fishkin, Neil Patel and Brian dean have many other ventures online. But when anyone thinks of these guys, or mentions their names, the fist thing that comes to mind is either search engine optimization (SEO) or Link building.
I believe the answer can’t be far-fetched either.
Whenever these Ghanaian online influencers are mentioned, the first thing that comes to mind is the latest celebrity and lifestyle news from Ghana and Africa, travel, music, movies, films, events and more.
Without doubt consistency is the key to them maintaining the reins of Ghana’s entertainment and celebrity news. And you can apply that to building your success online
For more on this step, check out:
- Why Consistent branding Matters (And How to Establish Your Brand)
- The Psychological Reason Why Brand Consistency is So Important
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STEP 6: Understand the Structure of Your Business
Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.Sir Richard Branson
Of all the decisions you make when starting a business, probably the most important is what form of business entity to establish.
Not only will this decision have an impact on how much you pay in taxes, but it will affect the amount of paperwork your business is required to do, the personal liability you face and your ability to raise capital in future. See the basic business structures.
Your business model plays a critical role in how you run your business operations, and will invariably affect your digital marketing campaign action plan.
A deep understanding of the structure of your business and market will go a long way in helping you conquer the steps to build a solid and reputable brand online.
For instance: your business structure will aid in deciding the best type of website – e.g. homepages, e-commerce/store, blogs, portfolio or landing pages etc – that will clearly represent your brand.
The structure and model of business you run solely depends on you, so we won’t dig too deep into it.
But for the sake leading you on the right path when adapting your brand to digital sphere, here are some points to consider.
- Are you a physical or online business, or both?
- Do you offer sales online, offline or both?
- Are you into services, retail or wholesale?
- How many staff do you have?
- What skills or qualifications do they have that are worth highlighting?
- Is your business (or products) seasonal?
- Are sales heavily influenced by the time/season of year or during specific holidays?
I strongly urge you to set aside time answering these simple questions. Doing so will give you ample ideas on the format and path your online marketing campaign action plan is likely to take.
I hope you’re getting enough arms for your Arsenal. Don’t be like my Gunners who shot themselves out of the FA cup via losing sight of simple truths.
Walk carefully and smoothly.
Moving on, what sets your brand apart from the rest?
What will make a web user choose you over the next guy?
Let’s do that next.
STEP 7: Highlight Your Unique Capabilities and Selling Points
“We are all unique, and have our own special place in the puzzle of the universe.”Rod Williams MUSICIAN
Tonaton – Ghana’s largest market place, Melcom – Where Ghana shops, Orijin – stay orijinal, live orijinal, be orijinal, Accra heart of oaks – Never Say Die, Ecobank – the pan- African bank. You hear them on radio, see them everywhere, on TV, billboards, branding, digital ads to name a few.
Unique selling point (USP), or unique value proposition or tagline is a clear statement that describes the benefit of your offer, how you solve your customer’s needs, and likely what distinguishes you from the competition.
Like Tonaton’s (above) or Melcom’s example in the image below. Your unique value proposition should appear prominently on your site’s tagline or title, prominent places on your social media channels, landing pages, videos and in every other marketing materials – where your logo or brand name will likely appear, even in your admin or operational material.
Now; taking your brand into perspective, How strong is your USP or UVP?
Do you even know how unique you are?
First of; before diving deeper – into highlighting your unique capabilities to fuel your digital marketing campaign action plan – give me a second or two to share your uniqueness, my good friend.
Do this for me quickly; trace the rim of your ear.
Feel those curves and ridges?
You’re the only person in the world with that exact shape.
A study in the Journal of Forensic Dental Sciences also found that the pattern of elevations and depressions in the lips are as unique as fingerprints. As a fact; lip prints have even being used as identification in the court in isolated cases. I guess we have to start looking for criminals who typically smooch their crime scenes.
Now; to the obvious culprits; like a fingerprint, the tongue has its own shape and texture, and its tiny bumps and ridges are distributed in a way that is uniquely yours. These patterns rarely change over time since the tongue is protected inside the mouth (unlike fingertips, which may become scarred).
In addition to this physical natural attributes, you might also be aware that every single one of us is a unique puzzle composed of pieces of personality, life experiences, knowledge, and emotions.
We all have our own perspective and world view, largely fueled by the way we’ve experienced and navigated the world.
Regardless of the exact path your own life has taken, the journey leaves its mark on you and shapes the way you interact with the world today.
However, no matter what you’ve being through, you’re not condemned to a particular outcome.
The qualities that make every person a unique, interesting individual can be honed, improved upon, and made to grow as we continue our life’s journey.
True for life, as well as for business and so for your brand’s digital marketing campaign action plan.
From personal and professional to the experience gained through the path your business has taken, it’s twists and turns, resources and location to name a few, can be laid on the table to help you capture the essence of the overall existence of your enterprise in a few compelling words or sentences.
Growth-minded companies employ UVPs or USPs to set themselves apart, send a message and champion the “WHY” and causes of their businesses.
On my end; in addition to sharing industry trends, tips and easy to follow “do-it-yourself” guides like this one, my team and I offer a multi-channel, growth-oriented approach to helping small and mid-sized businesses attract the right people via the web.
With heavy reliance on widely available consumer data online, we go to work daily reminding ourselves of the single basic element that sets us apart – “giving the under-dog the tools to succeed“.
This article is a testament to that. And this is reflected in all we do, on any channel on the web.
You can do the same. Which is why am sharing this with you. Find something “special and valuable” to build your brand around and share it far and wide day after day, week after week, year after year, and you’ll be successful.
Permit me; do you know how to determine that secret ingredient that sets you apart?
Let’s quickly run through that.
Wait a second, you’ll appreciate more detailed in-depth guides like this one. Businesswise, how best canl you punch corona in the face?
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Useful Steps to Determining your Brand’s Unique Selling Points
You’ll surprise them this year, I promise you. Just be focused, disciplined and consistent.
In that order!
Most of what you’re doing now is what a digital marketing consultant or SEO specialist will go through with you in a typical consulting session. I’m giving you the farm to help you maximize your resources and cope through this time.
There is a talk of another lock down here in Ghana, and with the uncertain nature of the events going on globally. It only makes sense to take your digital marketing campaign action plan very seriously.
Please don’t fall behind.
Back to the trenches; determining your brand’s USP will save you from wasting money on your online marketing campaign efforts.
Not sure how to do do it.
You’re not alone. Many small and mid-sized business owners don’t know how to determine their unique selling points. Either that or they’re suffering from the results of not having one.
They’re getting lost in the crowd and dying a slow death because they aren’t able to attract enough customers to support their business.
If you want to get your business up and running quickly, but haven’t found that aspect that differentiates it from other similar businesses or you’re not sure how to go about it. The steps that follows should give you an easy guide.
5 Easy Steps to Determine Your Unique Selling Points
Stop getting lost in the crowd. Spread out your spreadsheet. For here are the right steps to identifying your unique selling point in 5 quick easy steps.
1. List the features and benefits that are unique to your brand, products and/or services
What are the main benefits of your products or services that are unique to your business?
List at least 2-3 and be as specific as possible – not just ‘great quality’, ‘best’ ,top-most’ or stuff like that.
Take a deep dive. Do a Google search and compare your features and benefits with your direct competitors. Looking at the strategies and features of other similar businesses that are not in your particular market – not direct competitors – can also be useful.
Identify the benefits what sets you apart.
2. Decide what emotional need is being specifically met by your brand and/or offerings
We now live in a customer-driven world.
That’s why having at least 3 detailed buyer persona is important to succeed in promoting your business online.
How will your target audience react to your messaging or what you have to offer?
Think about this from your customer’s/target persona’s perspective and put it down.
3. Identify aspects of your product or service that your competitors cannot imitate.
The simple research in the first step must have given you enough attributes from your competitors to compare to yours.
Put a star or asterisk beside anything that cannot be easily duplicated, reproduced, or copied. Something that’s missing from all what you’ve seen. That gap in the market, that you know “only you can fill”.
4. Create phrases about your unique product or service that are short, clear, and concise:
Use the words from steps 1-3 that you singled out.
Be sure they can be easily communicated to and understood by your customers.
5. Answer your customer’s primary questions
“What’s in it for me?”
Make it to the point and state it as a benefit to the customer.
What’s your unique selling point?
Stop putting your business at risk. Put an end to getting lost in the crowd. Gain the advantage as a tech-aware business by standing out in the mind of your customers.
Make sure you discover your USP, so all your efforts don’t go to waste.
For more on this step and for clarity in direction for branding and your digital marketing campaign action plan, use these guides.
- What is a Unique Selling Proposition? (Plus 10 Examples)
- How to Create a Ferocious Unique Selling Proposition
- Developing your USP: A step-by-step guide
STEP 8: Maintain Accurate Contact Details and Opening Hours Across all Digital Platforms
“It is not the job of search engine optimization to make a pig fly. It is the job of the SEO to genetically re-engineer the Web site so that it becomes an eagle.”– Bruce Clay
What’s the aim of building a solid brand and researching a compelling USP when web users can hardly make contact with you?
A fast search online; is no doubt one of the fastest ways we use to get contact details and information about a brand or company we want to interact or do business with.
If your goal is to attract more customers, or foot traffic traffic to your office or store, then your contact details or NAP must be correct and consistent when optimizing your website and online presence to attract businesses from a particular town, area or geographic region.
As you can see for the “IT companies in Accra ” search query in the image below, search engines like Google values accurate information for their users, and thus take the data into account when determining which companies to show for geo-targeted and “near me” queries.
Incorrect information in NAP citations can lead to confusion for both customers and search engines, resulting in lower web rankings for your brand and a poor user experience for your audience.
Search engines and social platforms alike, scans all these contact listings when searching for information about businesses in a certain location. The data is stored and used when determining rankings – as you can see below to the left, for the top three in my search for “IT companies in Accra“.
Your brand’s NAP and other vital basic details like opening hours are indispensable in helping to boost your local search rankings. So ensure you always put out clear cut information out there as part of your company’s digital marketing campaign action plan for this year.
Trust me; these details are deciding factors in location based searches on the biggest search engines and social platforms.
In addition; adding your location and contact information to your keywords and contents also helps cut out competition, making you the elephant in your corner of the world.
Look; adding simple words like “Accra, Tema, London, East-Legon, New-York, Takoradi, Kumasi, Tamale etc to your keywords and messaging can go a long way in helping you capture web users in your local market.
A basic understanding of how people search online must always have a central position in your mind.
Believe me; I learned this the hard way.
When I took one of my first businesses online well over a decade ago. I know the score.
I want to save you all the headache and frustration, by helping you improve your chances of showing up for searches in your geographic location, maps and attract local customers. An aspect of geo-targeted search engine optimization aka local SEO.
The corner stone of any successful local SEO marketing campaign is to make sure the NAP details are consistently formatted, complete and clear on all online portals.
Your opening hours must be clear and consistent also. As you can see from the results in our last image.
Where to enter your NAP
For starters, your site’s contact page is the obvious place. As you can see with Zoomlion in the first image in this section.
In addition to this base, make sure your contact details and operating hours is accurate and consistent on any platform you choose to be represented.
Virtually every digital marketing professional knows Google and the other search engines cross-reference your brand’s contact information across a variety of websites as a validation that you are a legitimate business.
For example, it’s incredibly unlikely that a “made for SEO spam site” (i.e. not a real business) is going to have a physical address listed on their website let alone consistent NAP information on sites ranging from local directories (like the ones shared earlier) and Yelp to the Internet Yellow Pages.
The more “local citations” or listings you can build up with consistent NAP information, the better.
In terms of local citations, it’s probably worth listing your business on any reputable directory – especially local directories and/or industry specific directories.
A simple Google search with words like “business directories or listings in (your town, city or country” should bring up a few trusted ones you can try.
As an example here’s a list of business directories in Ghana.
Furthermore; Google My Business (GMB) is not negotiable, make sure your business is listed, and also in other search engines business listings like Bing for business. Others to consider are local chambers of commerce, the BBB, Yelp, Citysearch.com, foursquare.com, etc.
Which brings us to the end of the second phase of creating your company’s digital marketing campaign action plan for 2021. Now you know your current and intended internet marketing strategy, and how to get your brand to be solidly represented online – via some basic digital marketing techniques and tips..
To our final; your offerings – the value you want to give to your audience.
Are you good to go?
Let’s move it.Virtually every digital marketing professional knows Google and the other search engines cross-reference your brand's contact information across a variety of websites as a validation that you are a legitimate business. Click To Tweet
PHASE III: CLEARLY SHOWCASE YOUR PRODUCTS & SERVICE OFFERINGS
“The success of a page should be measured by one criteria: Does the visitor do what you want them to do?”– Aaron Wall
All we’ve done has being almost purely admin and brand related – the foundations. In this phase let’s look at your so called “money making machine.”
- What products or services do your organization offer? (or wants to offer digitally?)
- And what are these products and/or services actually worth to your customers/audience?
Think about these for a moment.
Remarkably very few business owners, executives, and especially service-based startups are able to clearly answer these questions. And yet the ability to pinpoint the value of a product or service for one’s customer has never been more important.
Most customers—especially those whose costs are driven by what they purchase—increasingly look to purchasing as a way to increase profits and therefore pressure businesses – like yours – to reduce prices.
Thus; in-order to persuade your prospects and customers to focus on your USP rather than simply on acquisition price, you must have an accurate understanding of what your target customer/audience value, and would value.
Understanding your customers and highest value products and services helps you to sell more, and target them with appropriate offers, which invariably also aids in improving customer service.
If you haven’t here’s how to work through the steps involved in creating your buyer personas (customer profile) in more detail.
I’ll leave how you define the value of your offerings, as this is an internal matter.
Instead in this final phase of creating an effective digital marketing campaign action plan for your business, we will cover how to properly present your offer on the web, whilst highlighting its value.
Let’s keep moving.
STEP 9: Clearly Present Your Products and/or Services Online
Marketing exists to help organizations understand, reach, and deliver value to their customers. In it’s simplest form, value is the measure of the benefit gained from a product or service relative to the full cost of the item. In the process of the marketing exchange, value must be created.
Are your products and/or services well represented digitally?
Value is the keyword, when it comes to displaying your offerings online.
And yes; price plays an important role in defining value, but it’s not the only thing to consider when promoting your products and services – especially online.
You’re likely to find the words “unique valuable content” on almost any well respected digital marketing and SEO forums on the web.
Algorithm aside, most of us have come to realize that “value” is not simply a question of the financial costs and benefits. It includes perceptions of benefit that are different for every person.
That’s why its imperative to understand the greatest benefits your product and/or service offers to your customers and prospects. And then use that information – in addition to your unique selling points – to develop a total offering that creates value in the mind of people that come across you online.
Now to put the finishing touches to revamping your 2021 online marketing campaign action plan, ask yourself these questions,make add to your list and adjustments:
- Is your website up to date with your current products/services?
- Are any of the products listed no longer available?
- What are your ‘hero’ products (your most profitable products or services to promote)?
- How many of these products/services do you sell in a year?
- How many would you like to sell?
Promote the Value of Your Brand On Third-Party Platforms.
The process of determining the value of an offering and then aligning it with the wants and needs of a target customer is challenging. But you can get better at it as you continue to produce content, and properly manage your online marketing campaign efforts.
In addition to what we’ve covered so far; always think about the value in your offerings – from production through to after sales (if possible) – and how that impacts the buying decisions your target audience makes every day.
Periodically thinking about this can help you balance between your brand and customers – which can result in a cool price acceptable to both parties.
Besides your website; email and social media are the next obvious avenues to to get your brand and messaging in front of your target audience. These are no doubt the two top-most customer service and support tools that have kept most companies on-top water through this COVID era.
Moreover you don’t need to be a digital marketing professional or SEO specialist to take advantage, or know how to promote your brand, products and/or service via email or social media.
You can even sell off your wall.
How difficult is that?
On Facebook; take advantage of the ‘Facebook Market Place’ events, business pages and industry-related groups to promote your business online for free and build long-term mutually beneficial relationships by sharing your capabilities and expertise – in meaningful conversations.
As shared earlier; other social platforms like LinkedIn, Twitter, Instagram, Youtube, Pinterest etc are good places you can use if you really plan to find success in promoting your business online.
P.S. Even if you’re present on all the aforementioned platforms, it makes sense to keep your focus and attention on at least 2 or 3 – so as not to spread yourself too thin. Building a solid footing on one platform before testing another is the ideal route to take. But you can be on as many as possible to claim your brand name.
As mentioned earlier business directories can also work great in capturing targeted traffic to your brand’s website – especially local customers. I currently have a client here in Accra who found my digital marketing services via GhanaYello business directory.
Other quick ways to start building brand awareness and exposure quickly – like social media groups – is to be active on Q & A sites like Quora, forums and discussion boards discussing issues related to what you do.
Most of the people in these places want to find information or solve a problem. Insights that can be very beneficial to understanding trends in the market and positioning your messaging to meet these pressing needs.
On the other hand being active answering questions and adding reasonable juice to the conversation can help build your reputation, thought leadership, and trust among your peers and target audience.
Just type “forum” or “directory” + “your keyword”. Google should be able to give you something nice, then onwards the choice becomes yours.
You can also use Google alert to keep careful watch on your competitors and market trends.
If you want to cut cost, or have the time; there are many free and easy ways to promote your brand or sell stuff online, it all depends on your commitment, discipline and consistency. I hope this time we all take our success very, very seriously.
It depends on us to make this world easier for all of us.
As you do; always keep in mind “value is more than price“.
For more on this step:
- 6 Ways To Present Your Product To Customers That Stand Out
- Digital Marketing: How to Present Your Product/Service Properly?
- 21 Ways to Market Your Business Online
- 30 ways to market your online business for free
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STEP 10: Solidify Your Customer/Audience Base
“Build relationships, not links.”– Scott Wyden Kivowitz
You’ll agree; there is hardly anything more terrifying than losing your customers. In almost any circumstance, its not an easy pill to swallow. But the worst is when you lost them to your competitors.
If your visitors are not returning to your website, or your digital marketing efforts seems not to be bearing fruits.
- Have you thought about why you are not making an impact, or losing business?
- Or why your customers leave and never return?
Now; your target customers and many web users, understand their own needs but do not necessarily know what fulfilling those needs is worth to them.
This lack of understanding is an opportunity you can use to demonstrate persuasively – through your content and digital assets – the value of what you provide and to help your audience make smarter purchasing decisions.
From all that we’ve covered so far; you can make your brand messaging more compelling and digital marketing campaign action plan more effective, by building your brand’s strategy around your vision and USP.
And drawing on the knowledge of what your target audience/customer value, and would value, you can gain marketplace advantages over your less knowledgeable competitors.
Furthermore; most successful businesses, use these unique insights into their target audience to developed what is called customer value models (see image below), which are simply data-driven representations of the worth, in monetary terms, of what your business is doing or could do for its customers.
Practically; customer value models are based on assessments of the costs and benefits of your given market offering in a particular customer application.
Depending on circumstances, such as availability of data and a customer’s cooperation, you might build a value model for an individual customer or for a market segment, drawing on data gathered from several customers in that segment.
Based on your current data:
- What (according to your customers) makes them choose your products or services?
- Why do clients come back to you/repeat purchase?
- What part or feature of your brand, products or services do most of your customers want improved?
- What are your most successful competitors doing better?
You can use the answers to the above question to gauge interest and find loopholes.
By following what we’ve covered in this guide to the latter you should be sure to improve your brand’s exposure, attract and retain a clearly defined audience, and ultimately get a reasonable return on your marketing investment.
What better way to grow your business?
That will be all.
For more on why you should be the one:
- 9 Reasons Why Customers Choose Your Competitor’s Products Over Yours
- Why Customers Choose Your Business – Experts Weigh In
- Ten Reasons WHY Customers Choose to Do Business with You
GET TO WORK – OR PARTNER WITH A DIGITAL MARKETING CONSULTANT/AGENCY
“Today it’s not about ‘get the traffic’ — it’s about ‘get the targeted and relevant traffic.”Adam Audette
If you had followed every step in this practical digital marketing campaign action plan, kudos!
Now, what do you do with this whole information?
Remember we’re still thinking on paper.
Hopefully you’ve already had a few light bulbs turn on during this process and wonderful ideas are flowing!
As you know; marketing your business online is a full-time activity that requires unwavering attention. So; if you’re short on time, the best thing to do is to nominate one key stakeholder – it can be a partner or a member of staff – someone you can trust with the digital direction of your business.
Alternatively, to avoid any costly mistakes, and move your brand steadily via experienced hands, you might consider hiring the services of an online marketing strategist, or digital marketing company.
But beware; in addition to most of the details we just covered, these digital marketing professionals will often need access to your:
- Login details (passwords) or permissions granted to analytics accounts, social media accounts, email campaign managers etc.
- Previous reports, customer/research and data if available
- Website CMS access or direct FTP access to the website if no ‘content management system’
- Core Brand and Creative assets: high resolution images and logos, corporate style guides etc.
- Digital copies of current promotional material if any Case studies and testimonials (if you don’t have these yet, start getting some)
I’ll cover more on choosing or working with a digital marketing professional or team in my next post on preparing your business website for online marketing success via a simple search engine optimization checklist and process. Do stay tuned.The three essential elements of an effective SEO are effective communication, useful information and high-quality backlinks. – SEO Refugee Click To Tweet
“Think about what a user is going to type.”Matt Cutts
I hope you found value in this digital marketing campaign action plan.
Did I meet your expectations?
Please let me know in the comments below so I can serve you and the world better.
As you now know, starting with “your why” and thinking hard about the different reasons behind why a customer will choose to do business with your brand – are the best starting points to creating an effective digital marketing campaign action plan moving into 2021.
So finally; to summarize and help you think harder and more accurately, here are the three pillars to build ‘your digital marketing campaign action plan’ around.
Relevance: the more distinctive and uniquely relevant your brand, product or service is to them. Understand your market, product and service through and through. Ensure you target the right audience, highlight your unique capabilities and expertise – via branding and messaging.
Consistency: The more coordinated the branding efforts are over time and space, the greater the chance the brand will be chosen. Make sure you remain coherent and flexible by repeating your brand’s core values, USPs and messaging over and over, and across all customer touch-points. Consistency is the key to keeping you top of mind of your audience, the gateway to building trust.
Customer Service and Support: Who doesn’t want a friendly and friction-less experience? And, people are often willing to pay a higher price if the experience is convenient. The more accessible, interactive and functional your business environment is, the more likely you’ll win online.
Ensure your team is friendly, knowledgeable, and quick to respond. Ensure your products and/or services are well displayed on your website and take advantage of directories, groups and web forums to keep up and get in on the conversation.
Don’t forget to employ email and social media for efficient and prompt customer service.
All of these factors contribute to the decision of why a web searcher will choose one company over another. When you figure out your “customer’s why” and can scale it to meet the reasons and needs of a larger group in your space – you connect on another level that brings customers back, again and again.
What to expect.
In present time, even with more people home-bound and internet usage skyrocketing as a result of the COVID pandemic, promoting a brand online is still going harder and inspiration is very essential to succeed.
The reality is that not all your efforts will bear fruits. We’re all spoilt for choice. Don’t take it personal. Just keep on finding new ways and trying different tested online marketing techniques, and eventually things will fall into place.
Keep it relevant, consistent and personal, and you’ll be well on your way to online marketing success.
This article is solely aimed at startups and those just venturing into the online marketing space and so my focus has being on mostly administrative matters. I’ve also written 35 Steps To Plan an Effective Online Marketing Campaign which still very beginner friendly but more advanced, do check it out.
To close the curtain; have you ever wondered why your website isn’t attracting enough traffic, enquiries, or sales?
You have probably heard the term “Search Engine Optimization or SEO for short.” You probably know that it is something your company needs. But, do you know all of the value you will see by optimizing your site for search engines?
In my next guide I’ll be sharing the complete SEO campaign checklist and easy to follow process I use to attract people from search engines for both my agency’s digital marketing services here in Accra and clients.
To be the first to get notified make sure you sign up for updates below. I hope I succeeded in pushing you closer to your dreams. If so; share this post on your favorite social media platforms to inspire those you care about too.
And finally to serve you better, I’ll appreciate your questions, suggestions and rebuttals in the comments below.
Stay focused, stay true.
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A seasoned SEO and Online Marketing Strategist, Eko Odinta is driven by a commitment to give the spark that makes ideas bright – the same spark that grows iconic brands. With a passion for improving communities, management, and productivity he works to capture actionable stories that inspire our natural ability to grow.
He is the founder and CEO of Konta Digital, a positioning and branding firm in Accra that specializes in formulating and executing efficient SEO-focused digital marketing campaigns for business leaders and consultants.