Everything nowadays is online, from small to large businesses from music to newspapers. That’s where the need for digital marketing has been raised. But, since every business today runs its marketing online, the whole process must be planned out in advance. In order to do that, you need a digital marketing strategy, and here’s how you can build one in 10 steps.
Digital marketing strategy is a step-by-step, thought-through process that helps businesses/marketers achieve their digital marketing goals. It’s created by carefully planning out every single part and step of it. It includes various digital marketing channels: social media, ads, digital publishing, earned or owned media.
The 10 Steps accomplish marketing your business online? Do you want to raise brand awareness, establish a social media presence, or get more customers for your store? Whatever it is, you have to define it so that you can plan out your strategy.
In order for your goal(s) to be achievable, it has to be measurable and realistic. This means going into details on your goal and setting an exact number or percent that will measure your goal.
Here’s an example:
Increase the number of visitors by 50% in the next 3 months by implementing SEO and paid advertising: Google Ads and social media ads.
The first step of building a digital marketing strategy is to create your customer persona. Depending on your business, this can be a buyer persona (for retail businesses) or a customer persona (for non-retail businesses).
The persona includes all people who would be interested in what your business offers. In order to create one, you need to do research. It can be general qualitative and quantitative research or competitors’ customer analysis. To define your persona, you can also use tools like Persona Creator and MakeMyPersona.
The journey map contains the steps the personas take to accomplish their goal. For example, if a person wants to buy a TV, how do they decide which brand to buy and from which store? Do they read online reviews? Do they visit tech stores’ websites? and more.
A journey map will help you understand their habits and behaviors so that you can adjust your strategy to them.
Which channels will you use? Are you already using some and if so, which one(s) work best for you?
Identify which marketing channel(s) is right for you. To do this, simply follow the rule: choose the channels where your target audience is. Is it Facebook, Twitter, Instagram, or maybe Youtube?
Whatever it is/are, focus on the one(s) that best suit your type of business. Defining it will help you plan your content.
Once you’ve defined your channel(s), you can start planning and developing your content strategy. To tailor a great strategy, you have to think of what type of content your target audience wants. Do they like classic posts with photos or maybe videos? Or maybe they enjoy infographics the most? Whatever it is, make sure you focus on that type of content and regularly share it on your website and across social media.
Content calendars have become the real deal for digital marketers. They help them organize their work in detail. They include all sorts of things, from benchmarks to content creation dates and deadlines, to content publishing, and sharing it to social media.
They help marketers keep track of everything related to your content, such as managing writers, generating topics, sending content for approval, and setting up the publishing date and channel.
The best way to make your work, and life, easier is by using marketing automation tools. What they can do for your marketing is, well, pretty much everything. They automate most activities, such as email marketing, content publishing, lead generation, and more. So, you have more time to focus on other things essential for your marketing.
There are plenty of tools that can help your digital marketing strategy. In fact, there are tools for each type of strategy, from organic social media to email marketing to content creation and curation to SEO, and analytics. They help you make the most of your digital marketing efforts.
Some of the best-known are SproutSocial (organic social media), MailChimp (email marketing), Canva (content creation), Feedly (content curation), Google Analytics (website analytics tools), and Moz (SEO).
The reason all businesses (and bloggers) went online is because that’s where their customers are. The internet has allowed us to get more connected than ever no matter the distance and businesses make use of it to connect to their target audience and customers.
Therefore, your digital marketing strategy should make sure your target audience can easily find you and connect with you.
The best way to do this is by constantly engaging with your followers and customers. Answer their questions as soon as possible and be honest. In return, you will get even more followers and customers.
What makes you different from your competitors? Is it the price, the quality of your products/services, your attention to detail, customer-oriented type of business, or something else?
Whatever it is, make sure you show it and market it. Defining your differences from your competitors will help build your brand and become recognizable. Even if you’re not sure about this, think for a while, go back to review previous clients left. Maybe, there you will find something they liked about you and you can re-define it as your uniqueness.
Once you define your “stand-out” feature, make sure you incorporate it in your marketing.
And, don’t forget to track your process so that you can adjust it to your business’ needs and customers.