What do we need to know before we get started with digital marketing?
Be very clear what your objective is
If it’s new customers: What are you offering them? Why should they join? What’s in it for them? What should your landing page say?
Set a value on that new customer
Eg if you can expect every new customer to stick with you for 5 years and you will earn $100 from that relationship, then the value of a new customer is $100. If 50% of them will stick with you, the value is $50
This is your maximum allowable “Cost of Acquisition”
Set a target
Eg “1000 new customers”
And decide upfront how you will measure the results (eg install tracking code on the website)
Set a budget
Multiple your target by your Cost of Acquisition
If the number is unacceptable, re-adjust any of the numbers accordingly
Hand over the project to someone who knows what they are doing