Digital marketing strategy may seem intimidating to many. But it is basically a series of actions that will help you achieve your goals, that doesn’t need to be difficult. So, let’s go through this step by step guide to create an effective marketing strategy that actually works.
Digital Strategy and a Digital Marketing Campaign
What are you doing or not doing regarding marketing your business online can make a huge difference in the success of your business. However, it could be overwhelming to decide from where to start exactly, what with content marketing, analytics and SEO. The best solution to be effective at digital marketing is to build a strategy. Although, the goals and other important element all depends upon the scale of your business, a strategy will help you stay focused on your objectives.
A digital marketing campaign is basically the actions within the strategy that will move you towards your goal. Even if it runs for a long time, say two years, it will still be a campaign and not a strategy. Let’s take a look at how to build a strategy:
Creating a Digital Strategy
- Identify your goals and the tools you need to meet them
When creating your marketing goals, make sure it takes into account the fundamental goals of your business. For instance, as a marketer, your goal should be to generate say 60% more leads than last year through your website, if your business goal is to increase your revenue by 30%.
But having an achievable goal is not enough, you should know how to measure it as well. More importantly, the goal should be measurable for which you need right tools. However, the way to measure your digital strategy’s effectiveness depends on your goal and is different for each business.
- Know your target audience
Whether it’s an online or offline marketing strategy, it is extremely important to know who you are marketing to i.e your target audience. So, create buyer persona to build an effective digital marketing strategy. To create your buyer’s persona, research, survey and interview your target audience. Make sure you don’t make any assumptions as it can make your marketing strategy go all wrong. This information should be based on real statistics as much as possible.
Have a mixture of people, prospects and customers to get a better and rounded picture of your persona. The information you can gather from your buyer’s persona could be in two form as in quantitative such as age, location, job position and income; and in qualitative form such as interests, goals, priorities and challenges.
- Evaluate your existing marketing channels
Consider the bigger picture before incorporating your available digital marketing assets into your strategy. These media frameworks consist of owned media such as imagery, blog content, your website etc. that you have complete control of. Earned media is the exposure gained from word of mouth and paid media for which you have paid such as Google AdWords.
- Audit and plan your media
Now, you have to audit your media by making a list and ranking them according to their performance. Here, you have to identify any gaps in your existing content and create a plan to fill that gap.
You have everything in place, now you just have to bring it all together and create a solid digital marketing strategy.