Every business that wants to reach their audience online must have a digital marketing strategy.
You need a clear plan to use social media to promote your eCommerce products or your blog to drive website traffic.
How can you create your digital marketing strategy.
We will be looking at
- What exactly is a digital marketing strategy?
- Why digital marketing strategies are important
- How to create your own strategy
Let’s get started.
What is a Digital Marketing Strategy and how can it help you?
You can develop a digital marketing strategy to assist your company in reaching its goals using a variety of digital marketing channels, including paid, earned, and owned media.
Before you invest your time and money in digital marketing, it is important to define what you want to accomplish.
- Generate leads
- Guide leads down your sales funnel
- Retention of existing customers
Once you have a clear understanding of how your business strategy will support it, you can then plan how to use digital channels to achieve your goals.
There are many digital channels you can use, and which one you choose will depend on your goals.
A pay-per-click campaign (PPC), is something you might consider, as the companies shown in the screenshot below.
These companies target customers searching for the “best live streaming camera” in order to increase interest and close sales.
Viral Loops, a referral tracking software, has decided to include email marketing in its digital strategy. It sends regular newsletters and displays industry expertise, creating brand awareness.
No matter how you reach your target audience you should have a plan in place before you start.
Why Do You Need a Digital Marketing Strategy
To understand what you want, how you will achieve it, and the metrics that will help you succeed, you need a digital marketing plan.
A strategy is a way to decide what marketing strategies you will use and which tools you will need to track the results.
Here are some reasons why you should have a digital strategy for marketing.
1. To Reach Your Customers Online
Online business now accounts for 30% of all businesses, up from 21% five years ago.
Your target audience will be online and eager to work with your company.
Businesses are now embracing influencer marketing, which involves working with influencers to promote their products to a targeted audience.
A growing business can reach more people through influencer posts. Half of women have purchased a product or service because of an influencer post, while 62% follow influential bloggers to find inspiration.
Becca Cosmetics, a beauty brand, harnesses influencer marketing by working with micro-influencers that have small but engaged followings.
It has recently collaborated with Amber Latrice, who has 11,000 Instagram followers:
This allows brands to connect with a wider audience and takes advantage of the trust built by influencers with their audience.
2. Get better insight into your online performance
A strong digital marketing strategy should be focused on the results it generates for you and your business.
It can be hard to quantify traditional and offline media. You can’t always know what adverts a customer saw, or when they made the decision to buy.
Online activity, on the other hand, is easy to track.
Online marketing campaigns can be tracked to track the link clicked on by a visitor to a blog, the keyword that led them to an advertisement, or which Instagram ad brought them to a lead generation landing site.
As an example, here’s a screenshot showing the metrics and analytics you can access through Facebook Business Suite.
Interesting read: 12 Critical Facebook Metrics That You Need To Track To Grow Your Company
Although these campaigns did not have an outcome in mind, if one was, such as clicking on a CTA or joining a group it would be tracked under Results and you’d see a clear indicator of the cost each result has cost to you.
You can see which elements of your strategy work, and you can adjust your plans to meet the KPIs.
3. You don’t have to rely on brick-and-mortar business models
A pandemic is not something that happens often, but it does show the importance of a resilient business structure.
According to Kinsey’s study, COVID helped businesses accelerate their digital transformation by as much as 7 years.
Chinese companies quickly adapted to hybrid models. Executive insight company Gartner highlighted a mall that used social media marketing and their sales clerks to present. It was able to maintain its sales figures despite the pandemic by expanding beyond its physical boundaries.
Even if there is no fundamental change in our business model, bringing your real-world business to the digital world can help you expand faster and reach a wider audience.
Gymbox, a London-based fitness center, has 11 locations. They also have a successful online business.
The team used their detailed knowledge about the types of people who frequent the gyms to create an online video membership site that meets the needs of their ideal customers.
4. Digital Marketing is less expensive than traditional marketing
Digital marketing can be more affordable than traditional methods. It is much more affordable to start content marketing and search engine optimization with a blog than to send thousands of postcards to a mailing list.
It is predicted that more than two-thirds of all media advertising spending by 2023 will be spent online marketing.
This is due to the likely higher return-on-investment (ROI) that digital marketing can offer than traditional marketing.
For example, TV advertising can have a ROI of approximately $4.30 over a three-year period. However, influencer marketing can yield a ROI of $5.78.
These are six steps to help you get your digital marketing started.
6 Steps to a Digital Marketing Strategy That Works
Once you have a better understanding of how digital marketing can help you achieve your business goals, it is time to start strategic planning.
There are many things that can go into digital marketing. You may think you need a content marketing strategy and a social media strategy. But should be limited to the channels where your target customers can be reached.
Here are some ways you can create a plan to use digital marketing strategies to achieve your business goals.
1. Identify Your Audience Personas (AKA Customer avatars)
An established business will have a list of customers. If you are starting a new business, it is important to determine who will be interested in your product.
A buyer persona is a detailed description about your ideal customer, based on their demographics, brand preferences, where they can be reached, and other factors.
Understanding your target market for digital marketing will allow you to understand who you are trying to reach, how to find them and what emotions to communicate with.
2. Identify your Goals and Objectives
You will have business goals and objectives. Your digital marketing strategy should help you achieve them.
Here are some examples of goals.
- Brand awareness can be increased
- Make the CEO a respected industry expert
- You can increase engagement on your social media channels
- Your email list’s subscribers and open rates can be increased
- Increase traffic to your product landing pages
For example, make your goals concrete, measurable and achievable.
We aim to increase the engagement rates for product-led Instagram Reels from 10% to 15% over the next three month
3. Conduct Competitive Research (also known as Competitor analysis).
You don’t have to invent the wheel . You can look at successful businesses in your sector , and copy their strategies and success.
This is possible with many tools. While you shouldn’t duplicate any other’s digital marketing strategy, it is worth taking a look at your industry for inspiration or learning from those who aren’t doing well.
4. Define your digital marketing channels
Your customer avatar, goals and industry trends should guide your choice of digital marketing channels.
Different channels can be used for different purposes, such as
- Email marketing can be used to nurture your leads and retain your customers.
- Social media marketing can increase brand awareness and direct buyers to your sales pages.
- PPC advertising is a great way to convert people who are willing to become paying customers
- SEO can help educate your potential customers about your product
- Affiliate marketing is a great way to quickly grow your customer base
GoDaddy, a web hosting and domain-listing company, has decided to launch an affiliate program in order to grow and bring new customers.
They ask bloggers and other businesses for endorsements of their services. This builds credibility and customer trust.
5. Define Your Content Strategy
It’s possible you have heard the expression “content is king” and it applies to all digital marketing strategies.
Your content strategy should connect all channels and ensure they complement one another.
Your email newsletter should link directly to the latest blog post for the week. The Reel You post should link to the YouTube explainer video.
Your content strategy should also describe your visual aesthetic and brand voice . This includes color palettes and whether you use formal or informal language.
6. You can amplify your content with these ways
This could be done through content marketing. It may include asking other companies in the same industry to link to your company in their content, or sharing your blog post on their social media channels.
Paid ads can be used to increase the reach of your content. For example, you might promote your TikTok about an innovative product feature.
Collaboration with influencers can help you get more attention from your audience and drive the action you want from your marketing campaign.
Interesting read: Five Awesome Marketing Campaign Examples and Why They Are Special
More to you
You now know how to start your digital marketing strategy. There are many ways you can leverage its power.
There are many ways to use a solid business roadmap.
You will see a strong return and your business will move closer to your goals and objectives if you follow our steps.
SocialPilot can help you manage your social media marketing campaigns. Get a free trial to learn more.
SocialPilot’s first article, The 6-Step Process to Create a Digital Marketing Strategy, appeared first on SocialPilot.
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