How to structure a digital marketing strategy?
People are now spending more time on digital platforms and so marketing has shifted towards online and digital mode. A clear strategy can save time, reduce waste, and lets you focus on your efforts and build a better version of what is already working. In this article, we will look into steps on how to create a digital marketing strategy.
First of all, to start with digital marketing strategy, certain skills are an important part of digital marketing. These include social media marketing, search engine marketing, SEO, etc. Let us look into these skills in brief.
- Social Media Marketing — If you look out, now almost all businesses are part of social media marketing. They are promoting their brands on Facebook, Instagram, Twitter etc. Promotion of brand on social media platforms is covered under social media marketing.
- Search Engine Marketing Services — When you search for something on search engines like google, bing, duck-duck-go etc. On all these search engines you can see advertisements above and below the normal organic results. These PPC ads above and below the search results are part of search engine marketing services.
- Search Engine Optimization Services — In search engine optimization services on-page and off-page optimization for a webpage is done as per specific keywords. So, when that keyword is searched on a search engine that specific page shall rank as high as possible.
Let’s come to the steps on how to structure digital marketing strategies.
1. Plan and execute
Every big step starts with a plan. You should use a data-driven approach, review and check your current digital marketing effectiveness and later get the plan to improve from that existing spot. The aim to digitally transform into a better version can be achieved with digital maturity across your business. You must be able to measure your business success no matter what your overreaching digital marketing goal is.
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2. Build your persona
For any successful marketing strategy, whether digital or not, you will need to know the reason why you are marketing. Your first step is to create detailed buyer personas. Buyer personas refer to your ideal customers and you can easily find that by researching and interviewing your target audiences. To get a proper picture of your personas, you will have to do some research based on customers’ prospects, and also people outside your contacts who have a connection with your targeted audiences. But the information which you should gather from your buyer personas should be known for forming your digital marketing strategy. Those strategies are highly dependent on whether you are B2B or B2C. Also, it can be based on whether you sell a high-cost or low-cost product.
3. Evaluate your digital channels and assets
You will need to evaluate your current digital channels and assets to determine what other strategies to be incorporated into your business. This can be normalized by considering the big picture at first so that you don’t get confused while making the decision. Categorize each asset or vehicle so that you can have a clear picture of what you have earned, invested, and owned till now. With these ideas, you will be avoiding errors in the latter part of business making decisions. There are certain fields that need to be viewed such as owned, earned, paid media framework, owned media, earned media, etc.
Also Read: Top Digital Marketing Strategies
4. Analyze your results
A great strategy starts with analyzing and examining. This will give you a clear idea about your aim and how you can frame the process against your competitors and get a detailed understanding of your customers as well. Over the last few years, start analyzing your performance. You will get an idea of which plan has worked and which did not. You will have to evaluate your competitors as well to look for their digital presence. This is the best part of digital marketing as you can see your competitor’s content as well because everything is kept public. You can use competitive research tools to get a free analysis of their strategies. For getting to know your customers better you can use tools such as Google Trends to see people’s search topics and search trends over time.
Also Read: Small Businesses are opting for Digital Marketing Services
5. Target audience selection
Through digital marketing, you can target audiences as per your preferences. Be as specific as possible and go beyond the traditional targeting method. Reach out to specific buyer personas which you created in the earlier steps.
Also Read: Benefits of Digital Marketing Services
6. Choose your channels
Once you get to know your content and target audience, next comes the platform or channel that will give you the best results. Look for all the potential digital channels and tools that are available and known to you. Then prioritize the best as per your strategy. Think about how each channel will contribute to its betterment and meet your objectives.
Also Read: Importance of Search Engine Marketing
7. Set performance indicators
Often businesses start executing digital media marketing strategies but they don’t see the performance rate and whether they are giving results. Each investment you make for your business must have a parameter and a clear KPI which will measure your success rate. Next, the benchmark is very important, this is where you will set what your achievement should be.
You can follow all these digital marketing strategies for improving your digital presence and growing better in your business field.