A digital strategy is a plan to organize online marketing to achieve set objectives. To develop a successful digital marketing strategy, it is necessary to go through several phases for you to achieve the best possible result.
To start we must:
Analyze your digital environment
Analyzing the digital environment involves analyzing the competition to determine how you can differentiate or imitate them. We recommend benchmarking to identify the best digital practices in the competition.
Define buyer persona. This will help you define your target and digital strategy so that you can better understand who is targeting.
Create a customer journey map
You’ll now need to create a journey map to better understand how your audience interacts with your company.
You should ask yourself the following questions to help you:
- What is the first place a customer finds your business online?
- What are the key touchpoints that a customer uses to decide on your service?
- What can you do to encourage your customers to return?
Work with others in your organization to get access to customer data, web analytics, and accurate reports. You can then use these reports in conjunction with the research.
Identify the goals of your marketing plan
Focus on SMART goals, which are specific, measurable, and realistic.
- Specific: Describe the objectives in detail by answering the question “What?”
- Measurable: Specify your KPIs and the way you define success.
- Achievable: The goal should be achievable, not ambitious.
- Realistic: What is the answer to the question?
- Time-bound: Determine a reasonable time for achieving the goal.
Define your marketing strategy
What will you do once you have analyzed the environment and defined the customer journey and objectives of the plan?
Digital marketing is becoming more personal. To define your strategy, consider these factors:
To achieve a successful positioning, your value proposition must be easily understood. This is the reason why consumers should choose you instead of your competitors.
You must know how to effectively communicate your unique value proposition on channels that your target audience uses (social media, blogs, and email marketing).
It is crucial to create, distribute, and manage original content which attracts users. This will position the brand in their minds as a reference. Brainstorm content ideas to include in your company blog as well as for editorial campaigns, social media content, email marketing, and other angles.
Consider important dates and events throughout the year, as well as how you can link them to engaging content to engage new prospects.
Digital Strategies and Tactics
It is now time to determine your digital marketing strategy and actions. You will also need to decide which channels to use.
We must implement different strategies based on our goals email campaigns, social media, CRM, web optimization, SEO strategies, paid media advertising, etc.
You need to carefully choose the media in which you will share your content and implement your strategy.
The channels can be divided into three categories:
- Own channels: Company website or blog
- Paid channels: advertisements in various media, such as PPC Ads and Social Ads.
- Earned channels: content that is shared or spread by your followers.
Measure the effectiveness of the campaigns
After you’ve designed and implemented your strategy for digital marketing, the next important step is to analyze the results.
The use of analytics has become an essential part of optimizing the performance and expenditures in digital marketing.
How to measure the success of Digital Marketing campaigns?
Plan your campaign
Start with a plan that is well-researched and efficient. After your marketing campaign has been planned, you will need to choose the tracking methods that you wish to use.
Track your campaign with these channels
It is important to define the channels that you will use to measure the success of your digital marketing campaign.
For example, you can choose from social media, Google ads, organic media, SEO positioning, email marketing, and so on.