A strategy is often the component of digital marketing that is overlooked. Businesses dive headfirst into social media, SEO, and paid advertising without having a concrete plan of action. As a digital marketer, a properly formulated digital marketing strategy is the crux of everything you are about to do online. Think of it as your map with digital marketing success as your destination. Without it, you have no direction and are possibly uncertain of where to begin.
So, what should you include in your digital marketing strategy? We’re glad you asked! Here are a few ideas for some of the important elements to take account of.
Set Your Goals
Before you can begin, you need to determine your outcome. It sounds counter-intuitive but think of it as your over-arching goals. Using the map analogy, you are plotting your destination, keying in the co-ordinates, so that you can find the most direct route to your end goal. Identify what it is you want to achieve, and then work on the rest.
Create Audience Personas
Before you can market to anyone, you need to get crystal clear on who your audience is. Who are you marketing to and where do they hang out? What do they do for a living? What are their demographics? Create buyer personas for the different people you are marketing to so that you can identify the best ways to communicate with them.
Identify Your Promotion Channels
What channels are you going to use to reach out to your audience? Email marketing, social media, SEO, paid advertising, all of the above? This will be heavily dependent on your personas and where you would typically find them in the digital space. Once you understand your audience you will know where and how to reach them. You can then use your social media channels and email marketing strategies to retain them and build up loyalty with your brand.
Analysis And Optimisation
Consistent analysis of your data is required to ensure your digital marketing strategy is delivering in alignment with your initial goals. Where it’s not, tweaks can be made to optimise it further so as to give your business the full benefit and keep you on track to your destination. Look for weaknesses in your strategy where customers are falling through the cracks or not converting.
There is no shame in making updates, changes, and improvements as you go. It should be a learning experience that evolves with you.
Experience the full potential of your business efforts by implementing a digital marketing strategy. Contact us today and we’ll help you get started. Or download this free eBook on B2B marketing strategies that work here.