What is Digital Marketing strategy?
When one is growing a business, it seems like this is an ever-evolving landscape which can quickly become overwhelming. When there is already enough to do how are you also supposed to create, fine-tune, and maintain an agile digital marketing strategy?
All these questions come to your mind. Often in the modern landscape, a big part of your marketing strategy is digital.
So, digital marketing strategy is the series of actions that help you achieve your company goals through careful selected online marketing channels. These channels also include paid, earned, and owned media, and all support a universal campaign around a particular line of business. The term “strategy” seems intimidating, but building an effective digital strategy doesn’t always need to be complicated.
In simple words, a strategy is just a plan of action to achieve the desired goal or multiple ones.
How to create Digital marketing strategies?
Here are seven tips on how to create a killer digital marketing strategy.
- By building our buyer personas.
- By Identifying your goals and the digital marketing tools, you’ll need.
- By evaluating your existing digital channels and assets.
- Auditing and planning your owned media campaigns.
- Auditing and planning your earned media campaigns.
- Auditing and planning your paid media campaigns.
- By Bringing it all together.
1. Build your buyer personas.
For building any marketing strategy — offline or online one needs now who you’re marketing to. The best digital marketing strategies are often built upon detailed buyer personas, and your first step is to create them as Buyer personas represent your ideal customer(s). It is essential that you also note that all this information should always be based upon the real data wherever possible, by making assumptions about your audience that can cause your marketing strategy take the wrong direction. Also what kind of information should you gather for your buyer persona(s) to inform about your digital marketing strategy?
2. Identify your goals and digital marketing tools you’ll need.
Your marketing goals should be tied back to the fundamental goals of your business.
For example, if your goal is to increase online revenue by 25%, your goal as a marketer must be to generate 60% more leads via the website than the ones you did last year to contribute towards that success.
Whatever your overarching goal is, you will need to know how to measure it, and more importantly, you must be able to measure it (e.g., have the right digital marketing tools in place to do so). A measure of the effectiveness of your digital strategy will be different for each business and will be dependent on your goal(s), but it is vital to ensure that you will be able to do so, as it’s these metrics which will help you adjust your strategy in the future.
3. Evaluate your existing digital channels and assets.
The owned, earned, as well as paid media framework helps to categorize the digital ‘vehicles’, assets, or channels you’re already using.
4. Audit and plan your owned media campaigns.
Usually at the heart of digital marketing is often your owned media, which pretty much takes the form of content.
5. Audit your existing content.
You have to make a list of your existing owned content, and also rank each item according to the previously performed best in relation to your current goals. If your goal is a lead generation, for example, you have to rank them according to which thing generated the most leads in the last year.
6. Audit and plan your earned media campaigns.
By Evaluating previous earned media against your current goals, it can help you get an idea of where to focus your time. Often look at where your traffic and leads are coming from (if that’s your goal) and also rank each earned media source from the most effective to least effective.
7. Audit and plan your paid media campaigns.
This process often involves much of the same process: One needs to evaluate your existing paid media across platforms (e.g., Google AdWords, Facebook, Twitter, etc.) to figure out which is likely to help you meet your current goals.
If you have been spending a lot of money on AdWords and have not seen the results you hoped for; maybe it is time to refine your approach, or scrap it altogether and focus on some other platform that seems to be yielding better results.
8. Bring it all together.
Once You’ve done the planning and the research, and you will have a great vision of the elements which are going to make up your digital marketing strategy.