Since founding Symphonic Digital five years ago, we have had the privilege of working with many small and medium size companies. While they come from different industries, all of them shared the same goals: to strengthen and/or grow their business.

After all, this was the reason why they had reached out to us, to help them become more successful through tailored digital marketing campaigns.

We find that if we want to make your business more successful, we have to start off with understanding your business. We dig into the overall business goals and drivers, then identify the key performance indicators (KPI) that will help us to create the perfect digital plan and to measure its success.

Surprisingly, quite a few new clients have problems providing complete answers to our onboarding questions. Some do not know how to define their target audience. Others do not have a clear KPI for their programmatic advertising campaigns or are not able to provide information on the average lifetime value of an existing customer.

What they knew was that they wanted their business to grow.

Planning Makes for a Perfect Journey

Picture this: You are planning a road trip from Los Angeles, California to Portland, Maine. Basically, the starting point and end point are defined for you. However, unless you’ve taken this road trip before, you will not know the fastest, shortest, or most scenic route. Also, along the way, you might encounter challenges. Highways could be closed, hotels could be full, the car could break down.

So, unless you have an unlimited amount of time and money, would you not spend some time to plan this trip?

For starters, you would have to decide whether you want the fastest, shortest or most scenic route. How many miles on average a day you want to drive, which cities you want to stop at overnight, and which sights you want to see. Finally, you would want to measure your travel progress and be kept up to date with traffic information. To achieve that, you would use a navigation app on your mobile device or the one that comes with your car.

Digital Marketing Guidance For Growing Businesses

Defining the route, planning the trip, and setting milestones will help you to get the most out of your road trip.

This is the approach we take to your digital marketing campaigns. It is important to know who your customers are, what they look like, what they are afraid of, what they hope for. It is important to know where we can find them (social media platforms, search engines, certain kinds of websites). What do they need? How do they decide how to spend their money to solve those needs?

In this series of blog posts, we will explore the journey small and medium size businesses should take to create successful digital marketing campaigns. We’ll point out some great ideas and some bad ones as well as things to do and things to avoid. We want to make sure you have a clear picture of the digital marketing activities that strengthen and grow a business while knowing at any time how successful they are.

Topics we will discuss include Defining Success Metrics, Using the Right Technology to Collect Campaign Insights, Developing a Full Marketing Funnel, among others. If you have comments, questions or suggestions for additional blog topics related to this series, please do not hesitate to reach out to us. We are here to help you navigate the road ahead.