How to build a successful digital performance strategy?

Gonza Pastorino03 August

First things first…

What do we know by performance digital marketing?

Within the universe of digital marketing there is a subcategory known as digital performance. This strategy (or group of strategies) has as its main objective to achieve results.

It is therefore essential to work within a set of channels that are measurable. This makes most of the traditional media obsolete for this type of strategy.

Before talking about the marketing plan, it is necessary to understand which are the main channels that a digital performance strategy contemplates. Each channel has specific tools and requires different tactics. Let’s review the main ones!

Social Media

Social media consists of different platforms and applications that allow individuals and businesses to connect and share content in various formats.

People often interact with multiple social networks for different purposes, such as staying informed about the latest news, connecting with other professionals in the same field, or reading about their favorite celebrities.

To select the right platform and advertising formats, you need to see which ones align with your objectives and allow you to better target your audience. Do you want to improve your positioning? Expand into other markets? Engage in conversations with your customers? These are some of the questions you will need to ask yourself to choose one or a combination of media.

SEM

SEM, or Search Engine Marketing, is what is commonly known as search engine marketing. It is the practice of using advertising to improve the visibility of a site or web page in search engines. In other words, what we are looking for is to appear higher in Google search results when our brand is searched for.

SEO

SEO, or Search Engine Optimization, is the set of tactics focused on optimizing internet search engine rankings. Unlike SEM, here we refer to organic results, meaning non-paid results.

When determining a page’s ranking, search engines consider relevance and authority. Relevance is the degree of match between a page’s content and a user’s search query, while authority is a measure of a site’s reliability and popularity.

The greater the relevance and authority of a page, the better its position in search results will be.

Email Marketing

Email marketing involves sending emails to a database. The goal is to attract new customers, establish relationships with existing ones, retain them, interact with contacts, boost sales, generate trust in a service or product, confirm a purchase order, among others.

So, how do we choose the right digital performance strategy for our business?

Having a plan helps us align business objectives with initiatives that generate the necessary engagement to drive our target audience to take a specific action.

Having a plan in place
helps us to align commercial objectives with initiatives that generate the necessary engagement to drive our target to carry out a certain action.

WE EXCEED! 👇

1. Establish the objectives

Every company has its business objectives, whether it’s to improve profitability, increase sales, or expand into other markets. Digital performance goals stem from these objectives. Digital performance goals should be aligned with our business objectives and, at the same time, be measurable, achievable, specific, relevant, and time-bound (SMART). These goals can be set as Key Performance Indicators (KPIs), specific measurable metrics for a particular campaign.

2. Define the buyer persona.

Defining the buyer persona is very important to understand who we want to impact. Segmentation is a key step. It allows us to target a specific message and identify the ideal channels for each interest group.

3. Identify the competition

In order for marketing efforts to be efficient, we need to identify who our competitors are, what they do and how they communicate. An exhaustive analysis of the competition will allow us to know how to make the most of online marketing tools to outperform the competition (for example, to see in which channels they are strong and in which they are weak).

4. Allocate a budget

Our budget gives us the guideline to know how much we need to invest to achieve our objectives and thus define the channels, campaigns and strategies to be used. Setting an accurate budget will depend on many factors: revenue, brand positioning, historical results, objectives, market, expected profitability, etc. While it is important to start with a solid budget allocation, we must be flexible and learn from how the active campaign behaves to optimize our resources (budget reallocation).

5. Select channels

In this step it is necessary to choose the channels to carry out the strategy. The choice of channels must take into account factors such as objectives, budget and audiences. It is crucial to have defined our target audience to correctly select the channels. For example, if we are a B2B company, LinkedIn is a viable option. If our target audience is teenagers, TikTok is a good alternative. Here we must focus on how deliver value to our audience through the channels they like the most.

Synergies between channels can be beneficial. We will often have channels that can work together using common strategies that leverage both media. An example could be a pay-per-click (PPC) campaign that seeks to generate leads and is complemented by an email marketing flow to transform these leads into sales.

6. Develop strategies and content for each channel.

Once the channels are chosen, we must think about the best strategy according to our objective. For example, if we choose SEM, we need to build a structure of search terms so that our target audience can find us on the Internet, and thus deliver a specific message to each user. At the same time, we must focus on how to offer relevant content to our audience through the channels they prefer the most. Each channel offers different tools that adapt to different objectives; for example, Google Ads offers campaigns optimized for app downloads, and Facebook has re-engagement campaigns for products. In summary, the strategy we choose will depend on what we have decided so far, such as goals, budget, and audience.

7. Schedule

Every effective performance strategy includes a campaign implementation schedule. This is because not all strategies may start and end together. This point will depend on the specific timelines set previously in the strategy objectives. A widely used tool for scheduling is Gantt Charts or Gantt diagrams.

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8. Measuring results and KPIs

Once the campaigns are active, the final step of the marketing plan is to review our KPIs to measure the results obtained. We must compare our initial objectives with the preliminary results to make decisions on campaign optimization. If the main KPIs are below expectations, an optimization process will be initiated to improve ad performance. It’s important to measure the performance of each channel to determine which ones work best and which ones can be eliminated. It will be time to reconsider the redistribution of our budget.

Now that you understand what performance marketing is and the keys to a successful plan, it’s time to scale your business.

At Boomit, we are experts in performance marketing and have the necessary experience to help you achieve your goals. Need more app downloads? Quality business opportunities? Subscriptions to your service? We’re your ideal team!

What are you waiting for to get results?