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A digital marketing analysis researches and evaluates your business, audience, and competitors to build a custom, data-driven digital marketing plan for your company. Using an online marketing analysis, your company can deliver an Internet marketing strategy that speaks to your audience — and converts them.

A professional analysis can give your business a helpful second opinion, resulting in a more robust strategy that generates your desired leads and revenue.

A marketing channel is any method or platform used to market a product or service to consumers. The primary goal is to turn over product or service ownership from production to consumption. Channels like this could include:

• Social media channels: Instagram, Facebook, LinkedIn, Twitter, etc.
• Print marketing channels: Ads, magazines, brochures, etc.
• Email marketing channels: Email signatures, banners, newsletters, etc.
• Websites: Your own website
• Referral channels: Directories, websites referencing your page/company, etc.
• SEO: Appropriate title tags, meta descriptions, keywords, etc.
• Word of mouth: Spreading the word about who your company is and what you have to offer.
• Pay-per-click (PPC) marketing

Channel strategy is finding the best way to expose your services, products and brand identity to potential customers.

What is a marketing campaign?

A marketing campaign is a focused, tactical initiative to achieve a specific marketing goal. It requires a step-by-step process that focuses on execution and the resources needed to successfully achieve a particular result.

The anatomy of a marketing campaign

Marketing activities require careful planning so that every step of the process is understood before you launch. Because a marketing campaign is tactical and project-based, you must map out the process from the initial promotional tactic to the ultimate outcome.

• Pick your target audience: Who are you interested in attracting?
• Set your goals and KPIs: What do you want to accomplish with this campaign, and how will you measure performance?
• Determine your offer: What incentive will get the attention?
• Identify your channel: What media channels will you use to promote this offer?
• Create your optimized landing page: How will you encourage the visitor to take action?
• Nurture the lead: How do you help your visitors with their buying journey?
• Track and measure results: How will you measure success?

Identify your channel

What marketing communications channel will you use to communicate your message and attract and capture your audience? Your digital channels include:

• Websites
• Social media
• Email
• Mobile
• Search engines
• Video

Depending on your business, you may include traditional channels such as direct mail, advertising in local publications, site signs, truck lettering and networking events.

Your chosen channels will differ depending on your business, target audience and goals.

Note: Unfortunately, many strategies and channels carry the same names, which is a bit confusing. The channel is the means of communication. The strategy is what you do on the channel to communicate. So your social media strategy is what you post, share and communicate on the social media channel to achieve engagement. Another example is the search engine, the channel for search engine marketing (SEO and PPC).

Conversion funnel analysis helps you better understand how people interact with your advertising. It visualizes the user journey to show you how many people convert and where they drop off.

Use funnels to discover friction points and zero in on areas that will impact growth the most.

Funnels are like the speedometer in your car, telling you how fast you’re going and whether you’re slowing down or speeding up. And they tell you when to take action: when should you press the brakes — or the accelerator?