Digital marketing strategies have changed over the years. The first major change came after the Web began to gain popularity and was incorporated into brands’ marketing plans. Before, many brands focused on print and TV ads, but they were never as effective as online ads. Now, however, brands know that digital marketing strategies are critical to success in today’s ever-changing marketplace, and many are shifting their focus toward digital marketing.
The primary objective of a marketing strategy is to provide a clear picture of your business as it stands today, and to demonstrate how it will look in the future in a way that can be understood by your target audience, so they can make a decision to get involved. For many businesses, this means directly marketing the product, but that can be difficult when you have no idea how your product is going to be perceived by your prospective customers.
According to Smart Insights, 45% of companies do not have a clearly defined digital marketing strategy; 17% of companies do have a digital marketing strategy, but it is separate from their marketing plan. This means that 62% of companies are not prepared for this eventuality. They do not have the strategy, tactics or resources to successfully market their business. The bad news is that marketers are wasting 37-95% of their budget. It’s common, but it’s not inevitable. With the right digital marketing strategy, it becomes easier to grow your business. If you feel unprepared, don’t worry. Today we’re going to talk about the important aspects of creating a successful digital marketing strategy.
Why you need a digital marketing strategy
A digital marketing strategy sets the direction of your business. With a plan, you have all the data you need to steadily grow your business. Your digital strategy document should:
- Define your short and long term goals
- Show who your customers are
- Show me where to find her.
- Describe what you need to get the attention of your customer
- Propose a step-by-step plan to attract and retain the attention of the customer
- show you how to analyse and improve your marketing performance
Why go to so much trouble? Is it worth taking the time to prepare a strategy document? CoSchedule’s State of Marketing Strategies report revealed the successful marketers:
- Document your digital marketing strategy. Marketers who track data are 538% more likely to succeed than those who don’t.
- Document your marketing processes. Those who do are 466% more likely to succeed than those who do not.
- Successful marketers set goals. Those who set goals are 429% more likely to report success than those who do not; 81% of these marketers achieve their goals; 10% of organized marketers always achieve their goals.
- Successful marketers study their audience. These marketers are 242% more likely to conduct audience research four times a year. Nearly 60% of elite marketers surveyed conduct audience research once or more a month.
It sounds too good to be true, but it is. The more time you spend thinking about your goals, getting to know your audience and planning your approach to digital marketing, the more likely you are to succeed.
What to include in your digital marketing strategy
I already gave you a taste, okay? To be successful, your digital marketing strategy should focus on four specific areas.
- Definition of goals, objectives and key performance indicators (KPIs)
- Understand and define your target group
- Create and implement a digital marketing strategy
- Review and improve your marketing campaigns
You need to break down each of these areas in enough detail that you (and your team) can work properly with each one. You should have a pretty clear understanding of each of these areas:
- Information, tools and resources you will need to create the plan
- Who will be responsible for preparing your plan
- Who will be responsible for carrying out your plan
- The key performance indicators and metrics you will use to measure the success (or failure) of your plan.
- Tools and resources you need to execute the campaign and improve its effectiveness
Each of these points should be clearly defined for the four steps above. Let’s take a closer look at these four areas and break them down.
1. Establish goals, objectives and key performance indicators
At this point, you need to decide what you want….. Marketing strategy planning begins with the definition of quantitative and qualitative objectives; you should also identify key performance indicators. These goals are like train tracks that keep your digital marketing strategy on track. What is the difference between qualitative and quantitative objectives? G2 has a very useful definition of these terms, so I’ll paraphrase their definition here. Quantitative objectives can be counted, measured or represented by numbers. Goals such as increasing monthly recurring revenue by 15% or increasing conversion rate by 3% are good examples of quantitative goals. Qualitative objectives are abstract, descriptive or conceptual – these objectives usually ask why. Objectives such as increasing customer confidence or improving brand reputation are examples of qualitative objectives. They are difficult to measure, but equally important. You need to make sure that your goals :
- challenging, realistic and achievable
- Link to the mission, vision and values of your company
- Concise – 2-3 main objectives 3-5 secondary objectives
- Specific, clear and timely
- Break down into smaller steps, step by step
Your goals are important, but they’re hard to achieve if you don’t have a roadmap. That’s where the milestones come in; the milestones are tactics. They’re good because you can use them to achieve your goals quickly. What about key performance indicators? Scoro offers a list of 136 KPIs that you can start planning with. I’ve listed some of the more common examples below that you can use.
- Unique visitors per day/month
- Pages per visit
- New leads per day/month
- Marketing qualified leads (MQL)
- Conversion rate
- Output level
- Cost per conversion
- Conversion per keyword
- return on maintenance investment
- Click-through rate for paid ads
Concentration is very important. It will be difficult to focus on several parameters at once. Instead, it is better to focus your attention on a small number of truly meaningful key performance indicators and metrics. Which ones are important? These are the KPIs that have the biggest impact on your business, the ones that regularly generate revenue or generate a significant amount of money for your business. You’re looking for the 20% of key performance indicators and measures that produce 80% of your results. It’s a pretty easy place to start. If you don’t know which KPIs to focus on, start with the broad indicators and metrics that directly affect your business. In general, these are measures related to traffic, conversions and optimization.
2. Understanding and defining the target group
You know what your goals and objectives are. Now you need to do the same for your client. This step requires upfront research, but the success (or failure) of your digital marketing strategy starts here. Think about it. If you find the right customers, the ones who want to buy your product, it will be much easier to sell it. It’s especially easy if you understand what they want and how to sell them something. To do this, you need information on the demographic and psychographic characteristics of your customer. What are you trying to find out?
- The size of your market: You need to find out some key details about your market – whether it’s new or established, niche or mainstream, broad or specialist. You need to find out who the primary and secondary market participants are, what the market expectations are, what areas you can disrupt and what your financial advantages are in your particular market.
- Who are your customers? Are you targeting young mothers, active people with an active weekend lifestyle? You must have a basic understanding of the customer you are targeting. Target a specific niche, for example. B. Rich travelers, fashion connoisseurs? Use past sales figures, competitor research and market research sources like Ubersuggest and Google Trends to find the answer.
- Where they spend their time: Your customers have specific contact points. Web developers spend time on sites like ArsTechnica, Reddit, SitePoint, etc. New moms spend time on sites like Babble, CafeMom or Bundoo. If you know where your customers prefer to spend their time, you’ll have a pretty good idea of what channels to focus on and what content to use.
- What they consume: It overlaps a bit with where they spend their time. If the differences are equal, separate them further. For example, your customers may spend a lot of time on Reddit, but that doesn’t tell you what they’re consuming on Reddit. Reddit is where they spend their time; the subreddit r/RobinHood is what they consume. See the difference? The former talks about their specific interests and desires, the latter focuses on location.
- Why they buy: Your customers don’t buy for the same reasons. Sources like online reviews are a great way to get really useful and in-depth information about why customers make purchases, from the customers themselves. You can also use tools like surveys or questionnaires to get responses. They are not looking for an individual answer, but for trends.
- Where and how they buy: Do customers shop offline in your store and then order online from Amazon? Perhaps your customers prefer one-time purchases over recurring payment options? By understanding when and how your customers buy, you can tailor your marketing to their expectations. It can be a matter of convincing customers to do something different or sticking to market expectations.
- What they should buy: Again, online reviews are a useful tool. If you are a new business, you can start by looking at your competitors’ reviews. Look at the competitor’s reviews and then make a list of the points that come up in each review. Look for customer objections, technology issues, complaints, reputation issues, and any other issues that customers feel are getting in the way of closing the deal. If you have your own reviews, you can do the same.
Remember the study I told you about earlier? The best marketers study their audience by conducting an audience survey one or more times a month. This step is very important because it gives you the guidance you need to create a successful digital marketing strategy. Audience research shows you how to convince your customers. It’s not rocket science. But this requires more effort than most companies are willing to put in. Here’s why. Most companies assume they already know their customers. They think they know what their customers want and how best to appeal to them. Maybe you’re right. But the data they have on their customers often changes. Continuous research is the only way to stay abreast of the real needs of your customers. At this point you are ready for step 3.
3. Devising and implementing a digital marketing strategy
If you’ve done your homework, you’ll have all the elements you need to create a clearly articulated digital marketing strategy. You should be able to identify the marketing channels that work best for your business. There are many digital marketing channels to choose from. You can concentrate on this:
- content marketing
- E-mail :
- Online videos
- Television commercials
- Mobile advertising
- Partnerships with distribution channels
- Advertising on social networks
- Podcasts and radio advertising
- Printed Advertising
In fact, there are over 51 different marketing channels you can use to promote your business. Which one should you use? This problem can be solved in several ways.
- Invest in the channels your customers use (e.g. search, social media).
- Invest in channels that give you independence and control (e.g., email, partnerships).
- Invest in the most used/popular channels (e.g. SEO, PPC, social media).
Start testing these channels with more matches. If your customers use popular channels like Google Search or Facebook, these are good places to start. If you’re looking for a channel that gives you maximum control and works well with other channels (like email), you can start there. Don’t forget to run some tests. Tests show that it works. The tools you use to test usually fit the channel (e.g., email comes with Analytics. Google offers Google Analytics, etc.) In general, once you’ve identified the most effective marketing channels for your business, you can develop them. They’re looking for stability. You want two or three channels to work well before you decide to add another. Once you’ve identified your channels, use the data collected in step 2 to create marketing content tailored to the customers you’ve identified. Their content must :
- Get their attention
- Be entertaining
- Discuss a problem or concern
- Propose a solution to the problem or challenge you have identified.
Here’s another important detail. The research you’ve done should help you create a strong value proposition that answers the question Why me? Your value proposition is essentially a promise. This is the most important part of your marketing copy. This gives your customers a compelling reason to do business with you. Your value proposition sets you apart from the competition. This gives your business an unfair advantage and allows you to attract more customers, retain them, set higher prices and outperform your competitors. You can find detailed information here if you need help creating your own value proposition. If you’ve followed all the steps above, you should have the information you need to create quality content that attracts customers.
4. Review and improve your marketing campaigns
If you can’t measure your marketing, you can’t improve it. The lack of measurement is part of the reason why marketers waste 37-95% of their marketing budget. A Forrester study found that 60 to 73 percent of an organization’s analytics data is not being used. Companies don’t know how to manage their data.
- You don’t know what problems need to be solved.
- They don’t know.
- They don’t see the value of their data
- They don’t know how to evaluate or analyze their data.
- Your data is not available to analysts who can use it.
- Too much data to sift through and not enough people or time to use it
The other three steps are not very useful if you are not seeing marketing results. If you want to create an effective digital marketing strategy, you need a plan to help you collect, report, and analyze data. You need analysts who can use your data to solve problems. That’s part of the problem. Most companies do not have the necessary people or processes in place to address this. That’s why it’s so important for businesses to get help. This is too much for most companies to handle on their own – small, medium and large companies all face these problems. If this is the case for your organization, it may be beneficial to engage an agency. You should be able to plan, execute and optimize your digital marketing strategy. If you can’t, it’s best to ask for help for all or part of the process.
Almost half of all companies do not have a clearly formulated digital marketing strategy. A smaller proportion of respondents made no connection between their strategy and marketing. Most companies are not ready; they are not prepared for the demands of creating a digital marketing strategy. If you don’t feel ready yet, don’t worry; use the information we’ve discussed as a guide. If you know how to plan, you can create an effective digital marketing strategy in four easy steps.
- SEO – Unlocks a large amount of SEO traffic. To see real results.
- Content marketing – our team creates epic content that gets shared, attracting links and traffic.
- Paid media – effective paid strategies with a clear return on investment.
Frequently Asked Questions
How do I create a winning digital marketing strategy?
There are many things that go into a successful digital marketing strategy. So, to help you start, here are four simple steps to help you get started. 1. Think Small. The first decision you have to make is how you’ll go about implementing the strategy. Will you be a one-person shop, or will you be a full-fledged marketing department? Go with the latter if you have the time and space to dedicate to this. 2. Get to Know Your Customers. Once you’ve decided on a company size, you need to think of who your target customers are. What demographic are they? What do they use technology for? What do they like and dislike? What do they buy? What do they pay attention to? One of the primary challenges that marketers face today is that they are required to develop digital marketing strategies that can be executed on a rapidly expanding number of channels, each with their own unique capabilities and challenges. This is a major challenge for marketers today as there is a growing need for a more scalable approach to digital marketing.
What are the steps in the digital marketing process?
Think of a winning digital marketing strategy as the mental blueprint that guides you to success. Every business must develop a strategy to promote its products or services, and the four-step process outlined below can help you develop that winning strategy. Step 1: First, you need to decide on your goals. If you are a startup, you should ask yourself what you want to accomplish. Once you have a few ideas, you can determine which one(s) you will pursue. If you are a public company, you should specify the target audience. It is important to know who will be using your product or service. Step 2: Next, you need to determine your audience. Your target customers are very important. You need to know them in order Digital marketing is defined as the marketing that takes place online. Strategies, tools, and tactics used to develop a digital marketing strategy for a business or organization vary greatly based on the goals and objectives of the business.
What are the 4 types of marketing strategies?
Digital marketing is the latest craze of the marketing industry. But with all the hype and promises, it is often difficult to pinpoint the actual impact of a marketing tactic. In this blog post, I have listed 4 types of marketing strategies that you can choose from and get the desired results from. It is often said that a good marketing strategy is the one that is used by the competition. There is little doubt that the best way to compete with a rival’s marketing is to understand what they are doing and pick up on what works and what doesn’t. There are four basic types of marketing strategies that you can employ, which will help you to establish yourself as a leader in your field.
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