A digital marketing strategy is a plan that helps you achieve specific goals using carefully chosen marketing channels, such as earned, paid, and owned media. Without a strategy, a digital marketing campaign can be frustrating and lead to frustration. Planning a trip is a process that involves creating an itinerary. This will help you to make the most of your time and money. Digital marketing is no different. A marketing plan is essential for greater efficiency.
Five Key Components for Creating a Digital Marketing Strategy
Here are five key elements to creating a winning digital strategy. These are just a few of the additional components that you might want to take into consideration when developing a complete, well-rounded digital marketing strategy.
Set your goals: Choose where you want to go
You need to have a destination when creating an itinerary. The destination is the set of goals that you want to achieve through your digital marketing efforts. These goals should be linked to your company’s fundamental goals. If your goal is to increase clientele by 20%, your marketing goal should be to generate leads that will help you achieve this goal. No matter what your goal, it is important to measure your progress. Perhaps your goal is to increase email subscribers. Your key performance indicator (KPI), in this instance, would be an increase in sign-ups.
Understanding Your Target Audience
You know how important it is to understand the culture and people around you when you travel. Digital marketing campaigns are no different. This includes understanding your target audience and demographics as well as the psychology of current and potential customers. A potential buyer must go through several stages to reach a point where they are able to purchase and, hopefully, become a long-term client. Although the stages can vary, they all start with brand awareness and education and then move on to consideration and finally, a decision and sales conversion.
Marketing with content is effective
It is not possible to just write content or use a “spray-and-pray” approach. It is important to think strategically about the topics you write about and what keywords you would like to own. You should also have a SEO keyword strategy and consider continuous optimization of your content.
Create Your Ideal Customer Profile (ICP), and Buyer Personas
It’s great to meet new people while traveling. It wouldn’t be a good idea to attempt to communicate with someone who doesn’t want to talk to you. Maybe there is a language barrier or they aren’t interested. Marketing is no different. You must develop buyer personas as a digital marketer. This will allow you to know who you are talking to and if there is a mutual interest. Remember that the personas you create should be based upon research. Are you a successful leader with a particular group? That’s great! It’s beneficial to be specific. Avoid stereotyping and instead look for facts using readily available tools such as Facebook Audience Insights or Google Analytics. These personas can be identified by basic information like their job title and whereabouts. Also, you need to find out what the person is looking for. This could be a solution to a particular problem or a business opportunity. The next step is to determine the best way for you to reach them. This will take us to step 4.
Find the most effective marketing channels and buying stages
You might visit the local pub if you are looking to meet beer enthusiasts. You should also choose the right place to meet decision-makers from a particular industry. This will depend on their buying stages. The awareness stage could be focused on education and expertise, while targeting decision-makers in the ideal client verticals. This campaign type can have reach, impressions and engagement as its KPIs. Consideration stage is where you target people who have engaged with your awareness campaign by promoting or offering a value proposition. This campaign could have lead generation as one of its KPIs.
Conversion stage is where past website visitors are retargeted to drive sales. This campaign’s KPIs could include a booking through a contact form, or a signed contract/proposal. You can make your business and marketing goals more strategic by structuring your campaigns so that they meet buyers where they are in their journey. Keep buyer personas in mind. Now that you have a solid understanding of your audience and their buying habits, it is time to learn how to reach them. Twitter could be the right channel to communicate with your buyer persona if they are a 35-year old journalist who reads news online. Your ROI will increase if you choose the right digital channels. There are many marketing channels available. Be strategic and determine where your buyer personas live. Then connect with them through these channels.
Make your Messaging Effective
Let’s suppose you are traveling alone and decide to stop by a local bar for a drink. When you see someone you like, you know that there are art and etiquette for approaching them. Your marketing campaigns should be the same! Your messaging should resonate with the people you want to reach. Your campaign’s voice and content should be understood by them. Here is the culmination of all your planning and research. Once you have identified their position in the sales funnel, then you can start the conversation. If they don’t know anything about you (prospecting stage), then it is time to establish your expertise and build trust. Once you have identified your buyer persona, and you are selling a service to them, you need to know their pain points so you can show them how you can help. You should also know their interests if you’re selling a product. Your audience will be more open to your message if you take the time to understand it and personalize it.