Digital marketing offers different successful solutions for your business! Website design gets you only to the starting point. After that, you are getting the chance through digital marketing to harness all the attention it deserves. So, with the digital marketing strategy, you get the chance to advertise through different digital channels like search engines, social media, email, and mobile apps. You get the picture that these are different activities and platforms you can operate on. And let’s be clear at the beginning – a campaign and a strategy are different in an offline world, so why it wouldn’t be in a digital one too?
Digital Marketing Strategy
A strategy is more like a determined path of actions you get to fulfill in order to achieve your own marketing goal. On the other hand, a campaign is a digital marketing tool that gets your actions together and leads you toward meeting your goal.
What is a strategy, for example? You need more leads, in order to get more sales. So, more leads and more sales are your strategic goals. But through what channels and HOW you will meet your goals, it all depends on the selected campaign and a channel you would be working on.
How to build your own strategy?
Know your customer
In order to make any marketing strategy, whether it is offline or online, it is important to be clear about who are you selling your products and services to. An easy way to continue after that first step would be to build your strategy around buyer personas. Those “personas” are the ideal customer of your product. But, you cannot imagine one; it is usually built on a lot of available data. So if you’ve done your research, and got around your business’s target audience, you are ready to go. Please avoid any assumptions and generalizations, as this could be a one way street to failure. Rely on actual data, based on the interviews, surveys, analytics data, etc.
What kind of information to gather
There have been a lot of talks about the gathering of personal information of your customers, about the ever-needed consent and the GDPR. And this is fine, we must follow the legislation on those matters if wanted to be taken seriously. But, there is a difference on the type of the data we should collect, based on the sole nature of the business – is it only B2C, or B2B and B2C and the scale of the product. There are a few starting points though, and they usually begin with basic demographic information.
Use web analytics tools like Google Analytics to easily identify what location your website traffic is coming from. Depending on your business, the customer’s age may or may not be relevant. It’s best to gather this data by identifying trends in your existing prospect and customer database.
Sensitive information like personal income should be a part of carefully crafted persona research interviews, as people might be unwilling to share it via online forms. This counts for customers job titles too, as you cannot rely only on your existing customer base.
What are your goals? Feel free to ask your customer. Which challenges your customers face when approaching your business? What are their interests, hopes, dreams, what drives them? Having a good idea of what goals your customer is looking to achieve is a fairly good start of any digital marketing strategy. You can address directly to your customers through internal sales and customer service representatives on the matter. It is important that they keep track of the information and document properly. By looking at the common problems your audience faces, it will be easier to change a few things in your approach.
Audit your channels – website and social
From designing a website to creating a proper digital marketing strategy, it’s important to make the right decisions on the things that could help to reach your goals. And before diving into new pieces of content and opening of a few more channels, audit your existing content. Make some excel docs, list all your assets and classify their performance based on your current goals. Everything that performed well, keep – and change everything that failed
The thing is not to blame anyone or anything but to base future strategies on the things that are actually working, including future content creation. So if you own a private brewery with a long tradition, and see a lot of young customers wanting to taste something new, it’s not a bad idea to offer a beer with a new taste. And write a couple of pieces of content around the idea.
Why would you need that? Any content, from the homepage to blog posts, or social media posts is a part of a message that your brand is sending to the potential customers. Your website content, if written properly and addressing to the right audience is helping your brands’ online image and could turn your visitors into potential leads.
The path to success
So, create original, engaging and optimized content and create a plan of future steps you’re going to take over a period of time. Be ready to measure all the stages and review all available assets - as long as they lead to your main business goals and communicate success, you are doing the right thing.