“It's hard to find things that won't sell online.” — Jeff Bezos
What is a digital marketing strategy?
A beauty emerging from the online marketing boom is obvious. Due to it, organizations and individuals now have the tools to expand beyond newspaper ads, wall posters, and door-to-door marketing.
We know that every digital marketing campaign would have certain goals in place. Be it to increase sales or to raise brand awareness.
A digital marketing strategy is a roadmap to achieve goals using digital marketing campaigns. We take the help of many marketing channels to implement the digital marketing strategy. Some of those channels are:
- search engines (organic and paid search),
- social media,
- display ads,
- Referral from other websites.
Why do you need a digital marketing strategy?
A company without a proper digital marketing strategy won’t particularly reach anywhere. They may get success on occasions, but that too by accident. It is because it would lack consistency and elegance. The audience can sense the difference between a random marketing campaign and one with a strategy. Also, without a proper strategy, there won't possibly be metrics to measure the success or failure of those efforts.
While if we have one in place, we would know our target audience and which marketing channels to use. Also, there would be a realistic view of how effectively the campaigns are performing. If a particular campaign fails — the flexibility would be there to navigate efforts in a different direction.
Developing a digital marketing strategy
Here, we would discuss the steps involved in creating a digital marketing strategy. Please note that these are in chronological order. Let’s begin,
- Understand your goal
- Understand the target audience
- Consistent branding
- Build your foundations
- Select a marketing channel
- Allocate a marketing budget
- Create a content calendar
- Launch the marketing campaign
Understand your goal
Before doing anything, ask yourself about — what is the goal of the organization?
The goal of the organization and the digital marketing campaign should always be consistent with each other.
If the organization’s goal is to increase sales by 50%, the digital marketing campaign should follow it through.
Only when you are clear on the goals can you then tailor every part of your strategy to achieve that specific goal.
Understand the target audience
The task here would be, figuring out who we are marketing to?
The information we need is what is the age of the target audience, where do they live, are male or female, and so on.
We need these details because you can’t target a lady's perfume for a male audience. Occasionally, the male audiences may also buy it to give to others, but they are not the proper fit.
After you are sure about who the audiences are, it’s time to know more about their likes and dislikes, their unique viewpoint of the world, and also their economic abilities. As we do so, it really helps to resonate with them better in our campaigns — to talk their talks.
Every window through which the audience may interact with the business should have consistent branding. This ensures the audience could identify us easily. To achieve this, the color profile should be consistent across our company’s logo to the pictures we use in marketing campaigns. Also, writing across promotional campaigns should also have certain synchronicity — a sense of familiarity. The website and social media pages also should inherit the branding a company has built.
Build your foundations
Before starting active marketing, make sure that you have properly set up the digital marketing agency's foundation.
The foundations include:
- Organization’s website,
- Organization’s social media pages,
- the result we find on the search engine when searching for the organization’s name.
The organizations that can create a great impression upon the audience are the ones to succeed. So, we should optimize the points mentioned above to ensure the audience has a glorious experience when they encounter us. Websites should have a proper user experience (UX) in place. Lastly, ensure that the audience would not encounter broken links and empty pages on either website or social media.
Select a marketing channel
Marketing using multiple channels is obviously great. This way, we can raise brand awareness among a larger audience. Also, it’s better when your audience can find you on different platforms they use.
But what if the number of audiences is abundant in certain platforms and is few on others? In such cases, our primary focus should be platforms with more audiences.
For example, if your audience is abundantly present on Twitter and only a few are on Snapchat — it would be intelligent to focus more on Twitter.
Methods like A/B testing would help to figure it out better. You can check how the same promotional material performs on two or many platforms. Wherever it performs better, go in that direction.
Allocate a marketing budget
The next part would be to allocate a sufficient budget depending on the information gathered earlier and the goals we have. Also, it seems as if the amount of revenue we make using digital marketing campaigns is proportional to its budget.
Create a content calendar
A content calendar is a schedule of posts you intend to publish in the future. It includes when, where and the type of post you would be publishing.
Developing a content calendar would assure that we post the content consistently. Also, when we work in an organization, a content calendar would ensure that everyone is in synergy.
So, sit down, grab a google sheet and plan about the content you would post further. If you intend to do paid advertisement(ADs), include it in the schedule too.
But we should make sure that proper research goes into creating a content calendar. The audience’s sentiments on particular days to important industry-related events are all to be considered.
Launch the Marketing Campaign
Now it's time to launch a promotional campaign using the preferred channel we have decided on and in line with the content calendar.