7 Tips for Creating an Awesome Digital Marketing Brief
Today, 80% of consumers rely on the internet to find and choose businesses. That means that an impressive digital marketing brief can go a long way in improving the web presence of a business. But there is a lot that needs to get into the brief to make it useful and to ensure it communicates the desired message. For example, it needs to be factual, relevant, and engaging.
A good brief should give you the best out of your digital agencies and the digital team.
It will enable you to make an emotional connection with your consumers, engage audiences, and drive brands across various technology platforms. You need to understand that digital briefs form the foundation for digital campaigns, meaning they can change the direction of your brand entirely.
Unfortunately, most briefs are too long, tactical, and fail to address the real issue.
Here, we have condensed information into simple guidelines that can help you create an excellent digital brief:
Begin with an insight
Understand your brand strength and weaknesses. Look at your product/service and your sales cycle to come up with a brief that can address all of this.
Based on the information, devise a real brand and consumer insight.
Set the objective
First, you need to define your business mission, and it needs to be in line with the grand plan. As a marketer, ask yourself what you want to achieve. If you have a report card that your project can be judged on, it will be easier to come up with a better strategy.
The objectives do not have to be complex, they can be simple, like increasing revenue, engagement, website traffic, or lead generation.
While at it, set your key performance indicators (KPIs) and be specific. You need to be realistic when trying to identify methods that you can use to measure each KPI. For example, if you are running a website, you may need to use Google Analytics to measure your conversions.
Once there is a clear definition of the purpose, the brief will have a specific direction, and the digital team will be better equipped in addressing the brand’s concerns.
Think about your audience
You should address the people you are trying to reach in the most efficient way. Yes, you may be aware of your audience, but you may fail to meet its demands. Defining your audience matters because different customers use different digital sources for information.
Therefore, when you understand what an audience wants, you will be more precise in your delivery.
Try to put your audience at the center of your plan by catering to all their desires and needs. Establish useful personas that are engaging and thoughtful to communicate effectively to this audience.
Be clear about the problem
The problem needs to be stated. It should not be hidden by product details and other technicalities that can undermine the potential of your brief.
Zero in on the issue that affects your brand. Being clear about the problem will enable you to come up with a better solution that is well suited for the problem.
Learn from the past
Analyzing your past success and failures will let you settle on reasonable KPIs. Look at different time frames and investigate where you may have made a mistake if you are seeking to correct your wrongs.
Also, have a glimpse at your competitor’s strategy and identify their strong points. When you are done with your analysis, go through the information and identify areas that need rectification or changes then implement those changes.
Identify your means
Take note of all the available resources: your digital channels, your budget, and your team. Scrutinize the strengths and weaknesses of these resources and make decisions on outsourcing, hiring, and budgeting.
Look at past data and identify what has worked before to help you define your overall budget. According to Ben Hordell, it is possible to design a digital marketing campaign to fit any budget. He adds that when brands provide a specific budget in advance, it is possible to develop a unique strategy that meets the objectives and the finances available.
In addition, assess the ability of your team members and get them to brainstorm the ideas.
Keep it flexible
A good brief should be flexible to allow it to accommodate any changes that may be made along the way. It needs to be open to new ideas, which often surface when people least expect.
When you have rigid requirements in the brief, it will limit the effectiveness of the marketing team and will restrict its functions in addressing the issue.
Trim the brief to remove any strictness and keep what is required. Also, stick to plain English and avoid jargon.
Whether you are a veteran or an amateur venturing into digital marketing, these insights will help you craft an effective digital marketing brief. Ultimately, creating a digital marketing brief will enable you to meet your digital goals. A study by Smart Insights reveals that 46% of brands do not have a defined digital marketing strategy. It is a worrying trend in a digital era.
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