Digital Marketing Strategy is the series of actions that are going to help you achieve your goal(s) using online marketing. The term ‘strategy’ might seem intimidating, but building an effective digital strategy doesn’t need to be difficult.
In simple terms, a strategy is just a plan of action to achieve a desired goal, or multiple goals. For example, your overarching goal might be to generate 25% more leads via your website this year than you drove last year.
Depending on the scale of your business, your digital marketing strategy might involve multiple goals and a lot of moving parts, but coming back to this simple way of thinking about strategy can help you stay focused on meeting those objectives. Digital marketing is essential in today’s world. With both competitors and potential customers constantly online, digital marketing is the only way to stay ahead. When you’re a small business owner the online world can seem intimidating.
An integrated digital strategy will give you a foundation for all the key online marketing activities we recommend in the Smart Insights RACE digital marketing planning framework.
1.SETTING A GOAL-You’re looking for ways to help your small business grow. You might want more customers, more recognition or maybe you’re looking to get ahead of the competition. Whatever the case may be, starting with a solid goal in mind greatly increases your chances of success. Digital marketing is a great way for small businesses to prosper, but going into the process blindly can leave you with a jumbled mess. A lot of strategy and precision goes into digital marketing and having a goal helps you know what to focus on.
2.Build your Buyers Persona-For any marketing strategy — offline or online — you need to know who you’re marketing to. The best digital marketing strategies are built upon detailed buyer personas, and your first step is to create them.Buyer personas represent your ideal customer(s) and can be created by researching, surveying, and interviewing your business’s target audience. It’s important to note that this information should be based upon real data wherever possible, as making assumptions about your audience can cause your marketing strategy to take the wrong direction.
3.Create Marketing Funnel-A marketing funnel is a way of breaking down the customer journey all the way from the “awareness” stage (when they first learn about your business) to the “purchase” stage (when they’re ready to buy your product or service).
First, you want to attract awareness to your business by ranking high in search, publishing white papers, etc. As leads progress through your funnel, your outreach methods will get more and more personalized (sometimes involving a product demo or a phone call) until the sale takes place.
4.Identify your goals and digital marketing tools-Your marketing goals should always be tied back to the fundamental goals of the business. For example, if your business’s goal is to increase online revenue by 20%, your goal as a marketer might be to generate 50% more leads via the website than you did last year to contribute towards that success.
Whatever your overarching goal is, you need to know how to measure it, and more important, actually be able to measure it (e.g., have the right digital marketing tools in place to do so). How you measure the effectiveness of your digital strategy will be different for each business and dependent on your goal(s), but it’s vital to ensure you’re able to do so, as it’s these metrics which will help you adjust your strategy in the future.
5.Develop Call To Action-Call to action (CTA) is a marketing term used extensively in advertising and selling. It refers to any device designed to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages or web pages that encourage consumers to take prompt action.A call-to-action (CTA) is an image or text that prompts visitors to take action, such as subscribe to a newsletter, view a webinar or request a product demo. CTAs should direct people to landing pages, where you can collect visitors’ contact information in exchange for a valuable marketing offer. In that sense, an effective CTA results in more leads and conversions for your web
6.Evaluate Existing Digital Marketing Channels and Assets-When considering your available digital marketing channels or assets to incorporate into your strategy, it’s helpful to first consider the bigger picture to avoid getting overwhelmed. The owned, earned, and paid media framework helps to categorize the digital ‘vehicles’, assets, or channels that you’re already using.
7.Create Effective Lead Magnet-A lead magnet can be used alone or along with a CTA. This will also be used either within your marketing funnel or as a way to drive potential customers into your funnel. Supply them with something relevant to your product or service that they want. Use your offers as a way to gather more information about a potential buyer while driving them further into your funnel at the same time. This brings them closer to becoming an actual quality lead who will spend money on your product or service.
8.Audit and Plan your owned media-At the heart of digital marketing is your owned media, which pretty much always takes the form of content. Every message your brand broadcasts can generally be classified as content, whether it’s your ‘About Us’ page, your product descriptions, blog posts, ebooks, infographics, or social media posts. Content helps convert your website visitors into leads and customers, and helps to raise your brand’s profile online — and when it’s optimized, it can also boost any efforts you have around search/organic traffic. Whatever your goal, you’re going to need to use owned content to form your digital marketing strategy.
9.Drive Traffic to your website-Paid search, social media advertising and display advertising are all excellent ways of attracting visitors, building your brand and getting your site in front of people.
One of the best ways to increase traffic to your website is to use social media channels to promote your content.
There is no magic formula for content marketing success, despite what some would have you believe. For this reason, vary the length and format of your content to make it as appealing as possible to different kinds of readers.
Without a compelling headline, even the most comprehensive blog post will go unread.
Optimizing your content for search engines is still a valuable and worthwhile practice.
Then it’s time to target long-tail keywords, too. Long-tail keywords account for a majority of web searches, meaning that if you’re not targeting them as part of your paid search or SEO efforts, you’re missing out.