5 Things to Know Before Doing Digital Marketing

Digital Marketing is Not for the Interns!

“Let’s have the interns manage our social media, I’m sure they can handle it”

I can’t even tell you how many times I’ve heard something along these lines in recent times. I’ve heard it in my very own company, during client meetings and at agencies outings. The reality is that we often underestimate the value of digital marketing. We know how important it is and how much a well executed marketing strategy can elevate a brand; yet, we often seem to forget to allocate the necessary tools and resources to execute successful digital marketing.

Clients and agency partners often reach out with RFPs (Request for Proposals) on how we can help them boost their digital efforts for a certain brand. It is crucial that before we submit a proposal our clients have a full understanding of the different factors that will make for a successful campaign.

Here are the top 5 things I want my clients to know before we dive deep with a full digital marketing approach:

1 KPI’s. What are the client’s KPI’s? How would they measure success? I know it sounds very basic, but if a client does not have clear and concise KPI’s, we won’t know how to approach the campaign and/or what to prioritize to ensure success. Here are five reasons why KPIs are crucial: to monitor your company’s health, to measure progress overtime, to make adjustments or stay on track, to solve problems or tackle opportunities and to analyze patterns.

2 Digital Ready? Many clients want to execute digital campaigns, but are they ready? Do they have a website? Do they have an app? Are they on social media? What’s their overall UX like across their digital platforms? Is the messaging intuitive and aesthetically pleasing?

3 Content Marketing. Are they currently doing content marketing? Do they know the importance of creating content marketing? Content marketing is “king” in the world of digital. Understanding the nuances and the importance of relevant and unique content is key. Check out my 4 content marketing musts!

4 Data. What kind of data do they have access to? What kind of data would they like to have access to? Is data alone driving their marketing decisions? It’s important and necessary to push buttons, to ask questions and even to challenge a strategy. Sometimes data only driven decisions can miss the mark as to how to approach the marketplace.

5 Real time marketing. Digital marketing is all about real time. Clients must always be ready for whatever happens when exercising a digital driven approach. Do they have a digital crisis team ready? Do they have enough supplies when doing a giveaway? Who’s handling their social media handles? Will they be engaging with their audience? Are they ready to take risks if a newsjacking opportunity presents itself?

Digital marketing is not to be taken lightly. Clients must understand the commitment and resources it takes to execute successful digital marketing campaigns. Most importantly, clients must know that if a digital strategy is not part of their overall marketing approach yet, they are already behind the game and must act quickly.