Creating a good digital marketing brief is not an easy task. There may be a lot of information you want to include and it can be a struggle to know where to start.
Here are our top tips on producing a brief that inspires while clearly conveying your project and business goals.
Know Your Audience
Your agency will need to know who your customers are, what they do, where they hang out. User personas are fictional characters that represent the different type of people who will be buying your product, service or visiting your website. Include demographic information such as age, job and marital status. If you don’t have user personas then anecdotal evidence about your customers will suffice.
Know Your Competitors
Competitor research plays an important role in the planning process. It helps you understand your competitive market and prioritise your next steps.
Become a detective and research who your top competitors are, what they are doing well and how they could improve. Conduct mystery shopping and see what marketing channels they are using to reach customers.
Use competitor research tools such as SEMrush to undertake SEO audits of competitors’ websites.
Describe Your USP
Share knowledge about your business and industry with your agency to give them context of the market you are selling to.
Include information about your accreditations, value propositions and partnerships. It’s important to convey what this means to your customers and how the quality and cost compares to your competitors.
Prioritise Your Digital Channels
Assess your referral traffic in Google Analytics to see where your traffic is coming from. Are you getting the bulk of your leads from social media or email marketing?
Defining the value of each of these channels will assist you in deciding which ones deserve the most focus. The goal would be to identify the ‘quick wins’ using the value-effort metric.
Ditch the buzz words and complex business language to tell designers what it is you want. Get straight to the point by using bullet points and short sentences. There will likely be a number of meetings where you can discuss the intricacies of the design. If you prefer to put it down in black and white, then add a section in your document where you can go into further detail.
You’ve seen a competitor launch a hugely successful campaign or website and now you want to do the same. The temptation is to copy their design, however, customers tend to respond better to a fresh approach.
Highlight what differentiates you from your competitors, what is unique about your business and what new proposition you are bringing to the market. Think about user experience and offering a more tailored approach for your customers.
This is an important aspect of the brief that needs to be discussed prior to commencement of the project. If you need the project completed by a certain date then be clear about your delivery expectations.