Page 75 - PR Communication Age January-June2020

relevant channels are not only the ones importance. Online users value high to be realistic.
in which your audience is active, but quality, long-format pieces of content.
also the ones in which they engage Yet, you must favor quality over quan- Similarly, controlling your budget is not
with ads and their brands. tity. Above all, you need to discover only advisable, but detrimental. Con-
what issues your audience wants to sider that if you spend too much on one
5. Come up with a calendar know about. And then, write about part of the advertising phase, you
that. would have to cut down expenses on
Any great digital strategy should go
hand in hand with a calendar. This one another one. It could even make the
might include deadlines, industry For instance, if you notice they fre- campaign fail.
events, meetings, who is in charge of quently ask you the same questions
creating and posting content and much about a particular topic, it would be 8. Check and monitor effective-
more. wise to write about this topic and share ness
it with them. If you post it online, it
The last strategy you need to focus on
would serve them well. You can even
Likewise, this calendar will serve you is to check whether you have achieved
attract new clients because of that.
well during all the advertising process. those goals you defined at the begin-
I mean, since you have the first idea ning. Each platform has its own
Content creation not only helps your
of an ad, till it becomes a real ad. You analytics, you could also use other
can monitor all the process thanks to audience, it also attracts visitors to analytics tools outside them.
a calendar. This way, you'll make sure your site and increases brand aware-
everything is done on time. ness. Try to post interesting and cre- Still, knowing your goals will help you
ative pieces of content. You could later find the data you need to analyze. You
share them, and ask others to share
Interested in downloading a marketing could later use this information to im-
calendar? Want to know how to man- them on social networks. Who knows, prove your digital advertising strate-
age yours if you already have one? you might get it viral! gies. Not to mention the fact that if
Read this complete marketing calen- you find any issue, you would be a little
7. Watch out your resources -
dar guide to find out more informa- closer to solve it.
tion. plan according to them
Obvious as it may seem, many brands And, that's all for digital advertising
What's more, a calendar could also fail to plan according to their re- strategies. Remember that advertising
help you to manage your social net- sources. But, if you want to get the research is fundamental to succeed.
works. You will probably have more work done on time and succeed, it's So, don't rush yourself and devote
than one. Yet, they have different for- vital you take your budget into account some time to keyword research, com-
mats and specifications. Thus, a calen- for example. petitor analysis, social media research
dar would help you to analyze and and more.
check everything is running as it Indeed, the budget is not the only fac-
should. tor which affects an advertising cam- Crafting a digital strategy is not that
paign. You should also bear in mind your easy. Yet, if you follow my proven steps,
6. Build a content strategy staff and their capabilities. If you want you won't have any problem to create
Content creation is gaining a lot of to get successful outcomes, you need your own strategies and succeed. T

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