When’s the last time you bought something after searching for only one keyword or seeing one display ad? As buyers become more sophisticated, our marketing campaigns must be designed to provide value throughout the entire buyer journey. Digital marketing is not just about selling product or driving leads; it’s about solving problems. It’s about respecting your audience and crafting a strategy that provides them with valuable information throughout their entire journey. Approaching digital marketing as a way to further establish your brand online and build a loyal tribe can be powerful. In this formal presentation, I’ll discuss how to use a human-centered approach to craft successful marketing campaigns.
Key takeaways include:
- How to determine your brand story and leverage your messaging in your campaigns.
- Focus on users first. Use qualitative and quantitative data to figure out how they make purchasing
decisions and determine what resources you can provide to propel them along their decision cycle. It’s about providing the right content at the right time.
- Approach your campaigns with the goal to solve problems, not sell.
- Build your campaigns to maximize reach; use SEO, PPC, content, digital PR, social media and retargeting not only to reach users from the awareness to consideration to purchase stages, but also to build ongoing consumer loyalty.
- Use multi-channel analytics data to find human patterns, better understand the complex buyer journey and optimize for your audience.