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Defining Your Marketing Strategy
Defining Your Marketing StrategiesIf someone asked you to define your marketing strategies, what would you say? Just as importantly, why would give that particular answer? The ability to clearly articulate your marketing strategy and provide evidence-based support for your response is fundamental to your business success. Well constructed marketing strategies, based on research rather than opinion or assumptions, are a must for businesses who wish to remain relevant in a competitive environment and enjoy profitable growth.
Types of Marketing StrategyWith the recent growth over the last 10 years of the internet as a marketing vehicle, a number of online types of marketing strategy have developed including the following;
- Digital Marketing Strategy
- Social Media Marketing Strategy
- Content Marketing Strategy
- SEO Marketing Strategy
- Inbound Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy is a very broad, all-encompassing term used to describe any marketing strategy that involves the use of the internet. It can be employed in order to achieve the following key strategic marketing objectives;
- To attract more qualified traffic to your website
- To turn prospects into sales leads
- To convert sales leads into customers
- To build or maintain relationships with existing customers
- To build brand awareness
- To gain a greater understanding of your target audience
Content Marketing StrategyContent Marketing Strategy quite simply involves the approach you decide to take when it comes to creating original content of perceived value to your target audience. The value will be judged by its ability to educate, inform or entertain. A good way of judging the value of your content comes from metrics such as downloads, views, shares, likes and time spent viewing. Great content helps build a closer relationship between you or your brand and your target audience. By doing so, the following strategic marketing objectives may be achieved;
- Build awareness
- Build trust
- Build a brand’s positioning
- Turn prospects into leads
- Maintain customers
- Blogs (Including video blogs or vlogs)
- Case Studies
- White Papers (Special Reports)
SEO Marketing StrategySEO Marketing Strategy is probably the least understood and most confused form of digital marketing. In part, this is because search engines like Google keep changing the rules but more to the point, there is no definitive set of proven rules that guarantee success. It is still very much a matter of test and measure, or trial and error. Regarding a definition of SEO marketing strategy, it boils down to the planned approach to getting found on search engines such as Google, when your target market types in specific search terms when looking for solutions to problems you can help solve. The goal of SEO is to be found as high as possible on the first page of search results in the organic or non -advertising section. In broad terms, there are two primary forms of SEO being on page SEO and off page SEO.
- On-page SEO involves the way you incorporate your selected keywords or search terms into the various sections of your web page, including the heading, subheadings and main body text.
- Off-page SEO includes all other SEO activity you undertake which doesn’t directly involve how you initially set up your web page for keyword optimisation.
Inbound Marketing StrategyInbound marketing strategy is a relatively new term used to describe many of the practices already mentioned on this page. Much of inbound strategy is not so much as new, but newly packaged. It does however, represent many important principles and tactics that over time, can significantly grow your business. So what exactly is inbound marketing strategy? Inbound marketing strategy has been founded on the premise that it’s better to have customers and potential customers come to you at a moment in time that suits them, rather than you disrupting them at a time that may suit you but not them. It’s also all about individualisation, whereby individuals are approached on the basis of their specific needs instead of using a blanket or one size fits all approach. Key to inbound marketing strategy is the building of long term relationships with customers who as repeat buyers, grow your average customer value and therefore your business as you continue to attract new customers and retain existing ones. Content marketing and inbound marketing are intrinsically linked as it’s valued content that helps both nurture long- term customer relationships and attract new customers. The good news is that much of this process can be automated with state of the art CRM programs such as Hubspot. To learn more about inbound marketing strategy and how it can help grow your business, read here……………
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Social Media StrategySocial media strategy as the name suggests involves the use of social media to engage with customers and potential customers. As with most forms of digital marketing, social media requires a more softly, softly approach when it comes to communicating with your target audience, certainly when compared with disruptive, traditional communication formats such as television commercials. The main reason for this comes from a need for understanding and respect for the environment in which you have chosen to enter. People do not go on social media to be sold to. They use social media for escape, entertainment, information and social interaction. Therefore, for social media marketing to match the landscape and look like it belongs, it had better inform, entertain or provide some other form of value suited to both the environment and target audience’s current mindset. The particular social media platform(s) best suited to an individual business will depend on who it is you are targeting. If your target audience is not using Twitter, then the use of Twitter will not be included in your social media strategy. Other popular social media platforms include;
To find out more about how to incorporate social media strategy as part of your digital marketing mix read on…