An alarming number of brands online do not have a well-defined digital marketing strategy – Smart Insights puts the number at 49% according to a 2016 study. Few of the businesses that draw up a marketing plan, fail to effectively integrate that plan into their business – the study by Smart Insights says 19% of brands in the world are guilty of this.
A digital marketing strategy will give your business an edge over your competitors who remain complacent about doing same – having a marketing plan is not enough – a digital marketing strategy will ultimately determine how successful your digital marketing effort will be in the end.
To create an effective digital marketing strategy, there are some vital steps you must take. We highlight 10 of these vital steps in this piece.
Set your objectives
What do you really want to achieve for your business via digital marketing? For example – You want your brand to reach at least 5 million people in the next three months… You need to identify your goals and understand the digital marketing tools you’ll use to measure your success (such as Google Analytics).
Have a clear idea of KPIs (key performance indicators) and understand what metrics would matter the most. Without setting out your business objectives you would end up running in a circle.
Understand your audience/customer
Take a moment to study your audience so as to have a clear understanding of your customer base – what really sells the most to these people? Your strategy must be channeled towards impressing your customers and satisfying their emotional desires. This requires that you have a good knowledge of customer behavior before you forge ahead with your strategy – a digital marketing analytics tool can help you achieve this.
If your brand has been failing to attract customers or meet customer demands in the past, then it’s wise to create a marketing strategy that addresses this problem as you proceed.
Draw up a budget
A digital marketing plan cannot be complete if you have no intention of parting with some money for the success of your digital marketing strategy. Of course, you might have spent money on other digital channels in the past, so it’s time for you to identify what’s working and what financial holes you’ll need to close. When that is done, you can redefine your overall digital marketing budget, which must not be exceeded during planning and implementation.
You could also consider outsourcing your digital marketing needs to a digital marketing agency and how much you are willing to pay for that if you do, so as not to get roped into paying more than you should.
Evaluate your existing strategy
Do you have an existing marketing strategy? If you don’t then skip this step, but if you do, then it’s time to take a second look at that strategy – is it really helping you achieve any results? Maybe the problem is that you’re yet to take a second look at it and implement it. What digital marketing channels have you been using and how far has it gotten you?
It doesn’t matter if you’ve outsourced your digital marketing needs to an agency – everything has to sync to your laid down plan. Are your KPIs showing you good numbers? If this is not the case, then it time to reevaluate your marketing strategy and know whether to discard it altogether or remodel it into something better and more fruitful.
Take a second look at your content
Before you can proceed to develop a marketing strategy, it’s vital you reevaluate your content. What makes your brand sell? What has been raking in the most revenue for your business? You need to understand what has been working and how you can create a marketing strategy that would help it work even better.
What content has been the most ignored by customers? It’s time you create a strategy that awakens the sleeping dogs – Identify the gaps in your existing content and plug in the holes to enable a smooth sail. With a clear idea of what’s working and what’s not, you’re on your way to developing a killer marketing strategy.
Create a strategy for email marketing
Top brands are raking in millions of bucks from leads generated via email marketing alone – this is why a working email marketing strategy is important to any digital marketing strategy you develop.
How do you intend on garnering an email list that would convert into leads? A free offer to your customers in exchange for their email address could work – you might need something even more enticing, though.
The number of newsletters you send in a month should also be put into consideration. Your newsletters must also be highly informative and captivating to avoid losing your customers.
Create a social media strategy
One of the vital steps required for a successful marketing strategy is the creation of a solid plan for trumpeting your brand on social media.
You must have a solid strategy for tapping into every social media platform available. There are thousands of social media influencers who can be employed on a small fee – there are also many social media analytics tools for almost every social media platform that could equally be of great help to your brand.
Redefine your promotion plan
How do you intend on promoting your business/brand besides social media – the answer is digital advertising. Your promotion methods should be thoroughly looked into and a new or working promotion plan be inculcated into your marketing strategy.
Think of a unique promotion system that will attract people to your brand and help sell your content on a wider scale. A user generated jingle contest or implementing some sort of customer reward system might go a long way in driving traffic to your brand.
Implement your digital marketing plan
You have a plan on paper, buoyed by the digital marketing tools you choose to employ, the next valid step is to implement your strategy. The most useless strategies are the ones that were never implemented.
There’s no point developing a marketing strategy you’ll end up not implementing. Putting your strategy to work is the last vital step you need to break the success barrier.
Don’t stick to your plan
Yes, don’t stick entirely to your marketing plan for so long (especially when you’re not seeing impressive stats). You must always look to improve your strategy for the purpose of breaking new heights in your chosen niche. Insanity they say is “doing the same thing repeatedly and expecting a different result” – your strategy must keep evolving to meet customer needs and attract new ones.
Remember, there’s no set-and-forget plan in business, every successful business strategy is constantly being perfected and worked on for continuous success.
An effective digital marketing plan always engenders results that are clear for all to see. The above steps are sure to help you achieve tangible results if followed religiously. A digital marketing agency like ours can give a more detailed breakdown of how you can implement these steps for the growth of your business so get in touch!