Building a digital marketing program offers many benefits, including increased reach, brand awareness, and increased sales. By combining marketing with sales, digital content can guide the buyer’s decision-making process. Developing a digital marketing program requires identifying the metrics and goals of the campaign. If your digital marketing program doesn’t include these metrics, you’ll be left with a disjointed approach that reduces the return on investment.
Creating a digital marketing calendar allows you to plan ahead, create accountability, and ensure that each campaign is executed well and effectively reaches each segment of your target audience. For example, a training webinar could be released in January, so you need to create a slide deck, design a landing page, and develop social media graphics. Then, in February, you need to begin promoting it through multiple channels.