How To Create An Effective Digital Marketing Strategy
As consumers, we don’t often take the time to analyse the strategic motives behind digital marketing and digital advertising campaigns. When digital marketing works, when it moves, entertains or informs us, and inspires us to take action, it becomes irrelevant how the brand did it because we are wrapped up in the message that is being communicated.
As business owners and marketers, we know that the majority of successful digital marketing efforts are not made overnight. They are the product of many hours spent researching the market, analysing data, defining goals and ultimately building out a digital marketing strategy designed to achieve those goals.
Running a successful digital marketing campaign takes time and energy to develop and implement. Here are the 6 most important things for you to consider:
1. SMART Goals
A strategy is essentially a high-level plan that outlines one or more objectives and how they will be achieved. Therefore, starting with a clear goal or objective is imperative.
An example business objective might be to grow sales of a particular product by x% in 12 months.
2. Buyer Persona incl. Voice and Messaging
Having an intimate understanding of your target market is obviously important to the execution of a successful Digital Marketing campaign. You can work with your sales department and other staff members working directly with customers to build a detailed profile including their background, job roles, needs, challenges and frustrations. This step should also include the voice and messaging to be used when connecting with the target market through your content.
3. Competitor Analysis
Consumers rely on online information sources throughout their pre-purchase journey, meaning that they are likely to be looking at your competitors as part of their decision-making process. Checking out your competitor’s offers, social media and blogging will give you an insight into what else is available in the market and who they are targeting as well as helping you to solidify and ultimately communicate your point of difference.
4. Buyer Online Journey
Understanding the psychology of your customer and the path they take to conversion will unlock the key to how to deliver exactly the right message at precisely the right time. Mapping the customer journey from problem identification touchpoints right through to the websites they visit, and their post-purchase evaluation forms an integral part of any Digital Marketing strategy.
5. Selecting Digital Marketing Channels
There are many digital channels available with new ones emerging all the time. Strategically selecting the right digital channel/s for your business will primarily depend on your objective and your target market. For example, as a B2B business, you may look towards your website, email marketing, LinkedIn and Twitter to reach your customers where a B2C company will perhaps focus more on social media platforms such as Facebook and Instagram.
6. Selecting Digital Marketing Tactics
Digital tactics are the specific tools you will use within your chosen digital channels to communicate with your target market to achieve your desired outcome.
Digital Marketing tactics include:
Selecting appropriate digital marketing tactics will factor in your available budget, resources and expertise. Some tactics will require the purchase of additional software, you will need a staff member that knows how to use the tool and advertising will require expertise and financial commitment to run.
If you’re looking to take your marketing to the next level, then a Digital Marketing strategy is for you. It will save you time and money when you use a Digital Marketing strategy to get your online foundations right from the beginning.
If you are interested in taking your Digital Marketing strategy to the next level download the Digital Marketing Blueprint and discover how to grow your business by harnessing the power of an effective digital marketing strategy.