How to Write a Digital Marketing Brief

With so many digital marketing mediums available these days, such as Google Ads, it’s difficult to know which to work with. This article will take you through how to craft a solid digital marketing brief.

Each one has it’s own features, meaning it can also be very time consuming ensuring everything is correct. A poorly setup marketing campaign means you could be losing money. Everything must be right from the very beginning, starting with the brief.

If you’re looking to increase sales or lead generation, an effective digital marketing strategy is the way forward. As a Google Partner digital marketing agency, we are used to running highly successful PPC marketing campaigns.

Above all, to ensure a marketing campaign has a high chance of success, strong foundations must be laid from the outset. Whether your target audience will be reached through Google Ads, or social media platforms such as Facebook, Instagram, Twitter or LinkedIn, you need a brief.

A key decision is to evaluate building an in-house marketing team versus using a digital agency or a freelancer.

Whether your business manages all marketing campaigns internally, already outsources to an agency or is looking to work with a new agency partner, you need a plan. The right digital marketing agency should:

  • Stop money being wasted on existing campaigns
  • Increase business sales revenue.

Working with a digital agency provides a vast range of expertise that cannot always be attained through hiring staff internally. Usually, you will be paying a digital agency a similar figure to having an employee. However, you would gain the added advantage of having a whole agency team at your fingertips.

So, what is required to produce a great digital marketing brief?

Clearly Defined Digital Marketing Goals

When creating a digital marketing plan, you need to decide on the main marketing goal(s). What are you looking to achieve? Will there be more than one goal?

  • Sales – How many sales you are looking to gain?
  • Lead Generation – How many leads are needed to achieve the goal – What is your standard lead conversion rate? What new client capacity do you have?
  • Awareness – How many target customers do you want your brand to be exposed to? Ideally, all marketing campaigns need an element of brand awareness to promote products and/or services to a new audience.

Digital Marketing Budget

Now you have decided on your digital marketing goal(s), the next step is to consider your budget. In summary, your budget must be realistic and in line with the digital marketing objective(s) and gross annual revenue of the business.

The things to consider when allocating a marketing budget are:

The Business’ standing within your industry?

If you are not well known or highly established, the general rule is that the business will need to invest more to gain traction and increase market share. If your business is an industry leader, the budget will need to reflect this standing so the current market share is, as a minimum, maintained.

One way to work out a budget based on business size is to consider investing a minimum of 10% of gross revenue for small/medium business and a 5% minimum for an established business.

What is a new customer worth?

If you already know your customer lifetime value, then happy days! You already know how much can be invested in marketing to gain one new customer. If you do not know this, then you need to work out the net profit gained per additional client or sale and how long your business keeps customers for.

This will give you the net profit lifetime value of an average new customer. By knowing what a new client or sale is worth to your business and how many additional customers you need for your marketing goal, you can calculate how much you need to invest to hit your goal(s).

Which marketing platform(s) to use?

Different marketing platforms have different costs – A campaign on Google Search Ads could cost more than Facebook Ads. However, the goal(s) might not be achievable through Facebook, so there needs to be a consideration regarding the pricing of the required platform. How much competition does your business face on Google, Facebook, LinkedIn or email marketing?

Targeted geographic area

Whether it’s 1 country or 100 countries, you need a plan. If targeting the entire world with your digital marketing campaign, then the budget will need to be on a global scale! One thing to consider is the size of the audience within the target geographic area.

For example, marketing to the UK and USA could hit an audience of 392m people, marketing to just London could hit an audience of 8m. Plan a realistic budget based on the size of your geographic area.

Impression Share Consideration

Marketing impression share, especially with Google Ads – Impression share is calculated by looking at how many times your ad could have shown based on the search term volumes.

You are losing out if your keywords could have been triggered 1,000 in a given day, but your budget only stretched to show ads 500 times in a day. You will want to achieve a high impression share to ensure you are not missing out on potentially valuable clicks to your business.

Impression share budget calculation –If the average cost per click for your keywords is £4, the expected click through rate is 5% and search volumes for your keywords are 1,000 per day, then:

  • 1,000 impressions x 0.05 = 50 clicks per day
  • 50 clicks x £4 per click = £200 daily budget

As a result, a budget of £200 per day would give you maximum coverage. This ensures you stand a great chance of your ad showing each time your keyword search terms are triggered.

What makes your business stand out?

Do you have a USP? This is what will make your marketing campaigns stand out in a crowded marketplace.

You must consider who your main competitors are and focus on what you do best. Whether it be price, quality, level of service or a unique offering, it needs to be shouted about from the rooftops!

Target audience demographics & interests

The key to writing a digital marketing strategy is knowing who the target audience is for your business. Does the product/service appeal to men who have an interest in fashion aged 25-34, or is it more likely to be women with an interest in gardening aged 45-54? In short, knowing your target demographic allows for more focused marketing.

The most powerful tool in digital marketing is being able to target specific demographics, interests, purchasing intent etc… A good marketing agency will look at your specific business solutions, and your existing google analytics to formulate custom audiences.

What does success look like? Measurement & KPIs

Every investment must be measurable against specific, achievable goals. Have KPIs that will add value.

Consider what would class as a conversion? Online conversion is not always a sale, it could be downloading a document or signing up to a newsletter etc…

KPI considerations such as exposure volumes, traffic volumes, website bounce rate, the conversion rate can be useful.

Set a timeline for goals to be achieved. Good digital marketing is highly measurable and can be tweaked & optimised regularly. However, digital marketing should be seen as a long term investment.

Campaigns can take up to 3 months to yield returns depending on the industry and length of a conversion path.

So, you now know your marketing goal(s), KPIs and budget, what next?

How to Write a Digital Marketing Brief 1

Now is the time for your digital marketing agency or internal team to formulate a solid strategy. At this stage, there are so many options to consider. Is the decision to:

  • Hire internally to manage digital marketing?
  • Integrate with a digital Google Partner agency team?
  • Work with a freelancer?
  • Try to do all digital marketing activities yourself?

Each option has its own merits and all will likely return different results. It is not easy to decide on the best solution to achieve the business’ goal(s). Working with a Google Partner agency can yield the best results if the desire is for a powerful online marketing strategy.

As a Google Partner agency, Factory is perfectly placed to get the most bang for your buck. Our marketing is headed up by an ex-Googler, so we have the expertise to know what really works in digital marketing strategy and planning. Please feel free to reach out and have a chat with us about your digital marketing needs.

To sum up, have specific achievable goals and a realistic budget in place to hit the goals. It is imperative that you also have a user-friendly website that has been designed and developed by UX experts. Look at “How to Write a Great Website Brief” to find out more.

Made By Factory is a Manchester Digital Agency. We specialise in the development of laser focussed Google Ads campaigns, built for customer acquisition and bespoke WordPress websites. To start your project today and start seeing results, get in touch.


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