A digital marketing strategy will help clarify the steps you need to take to achieve your online marketing goals.
Your goals may be bold, EXCITING and out-of-the-box… or they could just be routine, but they should always be achievable.
A strategy is just a plan of action to achieve one or multiple goals.
Depending on the size of your business, your digital marketing strategy might involve achieving many goals. Bringing it back to basics will help you stay focussed on meeting those objectives.
Developing a digital strategy for your business should be seen as an investment, not an expense, and it’s not too hard to do. Just set yourself some quiet time, order a coffee and a new notebook, and brainstorm the following:
Identify your target audience
First you need to know who you’re marketing to and then put your audience at the heart of your digital marketing strategy.
Think about your ideal customers and get to know everything you can about your target audience.
Break this down to include:
- demographic information – location, age, gender and income range
- psychographic information – desires, goals, aspirations and fears, their hobbies and interests
- priorities – find out what’s most important to them in relation to your business, common problems your audiences face and how you can help solve them.
Also consider the people who will be of influence to them – the influencers your marketing strategy should target.
Identify your goals
Consider whether you want to increase online revenue, get more traffic to your website, improve customer service, or all of the above.
Define your business’ overall mission – as obviously your digital marketing mission must fit into your grander plan.
Evaluate your existing digital marketing channels
Gather what you have and categorise each against owned, earned and paid media.
Assets your brand or company owns – includes your website, social media profiles, blog content and imagery.
Exposure you’ve earned through word of mouth – i.e. guest posts on other websites
Where you’ve spent money to catch the attention of your target customers, including things like paid social media posts, AdWords, sponsored posts on other websites. etc.
Your digital marketing strategy might incorporate elements of all three channels all working together to help reach your goals.
Audit and plan your owned media
Your owned media is at the heart of your digital marketing strategy and usually takes the form of content. It covers everything from your “about us” page to blog posts, product descriptions, eBooks and social media posts.
This content is what helps convert your website visitors into leads and customers, and helps to raise your brand’s online profile. When optimised, it will help boost your search/organic traffic.
In setting your digital strategy you should decide what content is best going to help you reach your goals.
Audit your existing content
Make a list of your existing content and rank each item according to what has previously performed best in relation to your current goals.
The idea here is to figure out what’s currently working, and what’s not, so that you can set yourself up for success when planning future content.
What social media sites you have profiles on? What worked and didn’t work?
Consider what each channel is trying to achieve, which ones are working well, and which ones you’ll need to invest more in.
Identify gaps in your existing content
Based on your target audience, identify any gaps in the content you have.
Consider your competitor’s strategy, too – including what keywords are likely driving the largest volume of organic traffic to their website.
Create a content creation plan
Make a content creation plan outlining the content that is necessary to help you hit your goals. This should include the title, format, goal, how you will promote it, why you’re creating it, and priority level (to help you decide what’s going to give you the most bang for your buck).
With this information you can create a digital marketing calendar with a timeline and clear goals.
Audit and plan your earned media
See where your traffic and leads are coming from and rank each earned media source from most effective to least effective. Consider how well this is performing and how it can be improved.
Audit and plan your paid media
Evaluate your existing paid media across each platform to figure out what is most likely to help you meet your current goals.
Consider what has worked before in terms of paid promotion and whether you should reallocate budget to the channel that’s bringing you the best results.
Bring it all together
Now you have a solid vision of the elements that are going to make up your digital marketing strategy:
- Clear profile of your target audience
- One or more marketing specific goals
- An inventory of your existing owned, earned and paid media
- An audit of your existing owned, earned and paid media
- An owned content creation plan or wish list
- Now: create a measurement and monitoring plan to show how you can continuously measure and monitor the performance of your strategy.
Contact us for any help you need in reviewing this section of your digital marketing strategy as it is often the most important.