By Digital Hub on April 9th, 2020
A huge portion of the marketing done by most businesses today happens online. Maybe you’re one of them, trying your best to stay ahead of the game and turn your business around. But as most of us can admit, that particular endeavour comes with its share of challenges. A common question business owners ask is “what is a digital marketing strategy and how do I create the best one?”
If you are hearing it for the first time, note that a digital marketing strategy is the string of actions whose role is to help your business reach its goals through online marketing channels that support and align with your objectives.
The good news is that it’s possible to create a powerful digital marketing strategy and today I’ll show you how.
Know who you are trying to reach and the things that motivate them. This will set a foundation for a great digital marketing strategy. A buyer profile is a representation of your ideal customer.
To create one, you’ll have to do interviews, surveys, and lots of research. All these activities should be carried out on those you presume to be your target audience. Depending on the type of business, the information gathered could be demographic i.e. location, age, sex, social status, career, etc. or qualitative i.e. goals, aspirations, fears, challenges, interests, etc.
Don’t make any assumptions as they tend to be misleading and could affect the effectiveness of your strategy.
Most probably you have a grand plan so the digital marketing strategy should be tied to it. More importantly, it should be aimed at achieving something. Is it to build your brand, get you more sales or leads, increase email subscribers or sign-ups to your service, etc.?
Whichever it is you want to achieve, describe it clearly and in detail. The rest of your activities should in one way or the other help to achieve your goal(s). You’ll also want to figure out how you are going to track and measure it. This way, you’ll be able to tell if you are moving towards achieving it or where adjustments are needed.
First, take stock of the resources and tools in your possession. Audit the existing online marketing channels you have (owned, earned, and paid media) and also examine your current team and asses their capabilities.
Remember to take into consideration your budget as well and before moving to the next step, determine how much the entire digital marketing projects will cost.
Once you have all the three aspects figured, spare some time and learn as much as you can about digital marketing in 2020 and also the digital sales funnel (these are the steps the customers go through to get to arrive at the point of purchasing or becoming loyal).
Based on your goals and objectives, the digital marketing tools and resources in your possession and target audience, start to create the digital marketing campaigns that will help you achieve your mission. Available options include:
Since you might be managing different campaigns at a time, it would be best to find a marketing automation tool that will ease this process. Since this part can be a bit complicated and involving, you might want to consult a digital marketing agency in Sydney.
At this stage, you will also have to implement all the little marketing tactics, strategies, and guidelines that will help you accomplish your specific business goals. That includes things like call-to-actions, lead magnets, influencer marketing, personalisation, content planning, etc.
This is the last stage where you bring everything together. What you will have gathered and created should now be your digital marketing strategy. Make sure it fits the definition we discussed earlier.
Once you have all the boxes ticked, go ahead and begin to put everything into action. Analysing the results is just as important as the rest of the steps. It’s one way to optimise your digital marketing campaigns and spending. You will be to spot areas that need improvement and tweak your strategy until it’s able to deliver the desired results.
Keep all these five steps in mind when coming up with a digital marketing strategy. Don’t leave out anything because that seemingly little factors you leave to chance could be the difference between you and your competitor or the gap between your struggling state and desired goals. Where you feel you might need extra help or you want to start at the beginning i.e. from knowing what is a digital marketing strategy to the execution stage, speak to an expert, preferably a digital marketing agency in Sydney.