You know the reasons why your business needs a digital marketing strategy. But how do you create one?
The following 6-step process will show you how to create a killer strategy from scratch:
1. Set objectives
Nothing starts without objectives.
Did you start your business without an objective? No.
Did you publish the last post on Facebook without any objective? No.
How could you have a digital marketing strategy without an objective?
It shouldn’t be.
Statistics show that 32% of businesses plan for a year considering how digital technologies will change in the marketing industry.
This is a good approach. You need to consider everything when creating objectives for your strategy.
For instance, statistics reveal that the share of web traffic by different devices is increasing at an alarming pace for mobile while the desktop population is decreasing.
Ask yourself these questions:
. What does this mean for my business?
. Does my digital marketing strategy consider mobile traffic?
. Is mobile marketing a part of my strategy?
Smart marketers plan ahead and create objectives that relate to the trends and technologies.
When creating objectives and goals, you need to consider two things:
1. The goal must be SMART.
2. You must be able to measure it.
What is a SMART goal?
SMART is an acronym for:
Your goals for the strategy should have these five characteristics.
Let me give you an example.
Increase in traffic is not a SMART goal. You’re expected to convert the same objective into a SMART one.
Increase in organic traffic by 83% in a year. For more details check SEO Company in Hyderabad
This is a SMART goal because:
. It’s specific and tells what exactly has to be done.
. You can easily measure traffic using Google Analytics.
. It’s assignable as well as achievable. You can assign it to multiple teams by dividing it into smaller tasks.
. This objective is realistic considering the fact that increasing organic traffic by 83% in a year isn’t an impossible task.
. It has a time string of a year attached to it.
Measurable: Whatever objective you set for your strategy, you must have the resources to measure the results and its effectiveness.
If you can’t measure it, you won’t be able to make informed decisions.
The objective in the above example is quite simple so measuring it is not a big deal.
Consider an increase in engagement or boost in brand awareness.
These are metrics that are hard to measure and it gets challenging to measure the ROI of your campaign.
Your objective should be clear and measurable.
“We want to increase business growth” doesn’t seem to be measurable unless you attach a metric to it. The easiest way to create measurable objectives is to link them to a metric that you can measure. The most common are website traffic and sales.
Based on these two rules, you can create one or more objectives and goals for your strategy.
2. Understand your target audience
Everyone tells you to understand your target audience but only a few know how to do it. It’s a four-step process:
1. Understand demographics
2. Engage with masses
3. Collect data
4. Create buyer personas
Are you targeting males or females?
What is the mean age of your primary target audience?
What is their average monthly income?
What do they do?
Where do they live?
These are the questions that you should ask yourself to narrow down your research. Most of this information is available online so this is something pretty easy to do.
The more details you collect about your target audience, the better.
The demographics will tell you a lot about your target audience. You now have to find them and engage with them.
You need to collect more information about them. Connect with them on social networks, groups, forums, and get into the conversation on the same platforms they usually hang out.
Gather more information.
Analyse their comments. See what they talk about. What they love to read.
What are their biggest challenges in life?
What are their hobbies, goals, priorities, etc.?
You can go a step further and conduct surveys and focus groups to collect more data about your audience.
Surveys give you real insights about your target audience as to what they like and don’t like.
This helps you create accurate buyer personas.
The final step is to create buyer personas based on all the information gathered about your target audience. A buyer persona is a fictional representation of your target audience.
A buyer persona will tell you everything about your target audience. This helps in creating better strategies.
You should create a buyer persona for all the different types of potential buyers. Since you’re using these personas for the development of a digital marketing strategy, don’t forget to include the following information:
. Their preferred marketing channel.
. Type of content they like.
. Preferred social network.
3. Choose marketing channels
Digital marketing is an umbrella term that includes all types of online marketing channels ranging from SEO to PPC to email marketing to content marketing and more. For more SEO Services visit midasedu
You cannot use all these channels for your digital marketing strategy. You need to select the most effective channels based on your business strategy, budget, target audience, and objectives.
Not all of these channels are equally effective.
They don’t have the same ROI.
You’ve got to consider all these variables before choosing the channels for your strategy.
Start from your objectives.
If your primary objective is to increase organic traffic, then you have to go for SEO. No other option.
If the objective is to increase sales by 50%, see what type of channels and content your target audience likes. Do they like social media? Do they spend the most time on a few news sites? Do they browse the internet a lot?
This will give you an idea of which marketing channels you should choose.
You can target more than one marketing channels. In reality, you need to choose multiple marketing channels based on different buyer personas.
For instance, in one part of the country you might be using display ads and search ads and in another location, you may use email marketing and social ads.
Don’t follow the trend — it’s not the rule of the game. But rather, do what goes well with your target audience and objectives.
If your competitor is seeing 300% ROI from paid search, you don’t have to do the same. They might be interested in generating more sales. Your objective might be brand awareness.
The marketing channel must link to your objectives, target audience, and business goals.
4. Create a plan
Once you’ve selected the right marketing channels for your strategy, it is time to create a plan of action.
Create a step-by-step plan to achieving your marketing goals and objectives using selected marketing channels.
In simple form, divide your annual marketing goal into daily, weekly, and monthly plans.
A simple Excel sheet will work. The image below shows how a large plan has been divided into a small one and is assigned to a team member.
A Gantt chart like this will make your marketing team’s life easy.
Creating this action plan is a time-consuming process but it’s absolutely essential. You can’t go far without out. It has to be detailed and must clearly lay out the exact steps and actions to be taken.
For instance, for the organic traffic objective, you have to create monthly action plans. What do you want to achieve each month to boost rankings?
How many backlinks you’ll generate each month? How to acquire those links? Who will acquire them? How many backlinks a team member must acquire every week?
Add all these details in the Gantt chart, assign responsibilities, and kick start your strategy. If there are multiple marketing channels and objectives, create an action plan for all of them.
5. Integrate marketing activities
At any given time, your business will be using different marketing channels to achieve objectives. Besides, there will be traditional marketing activities too such as TV advertisement. All these marketing activities should be integrated.
Businesses report that non-integrated tech platforms are the biggest obstacle that they face in integrating marketing activities.
In another study, 67% businesses reported that integrating marketing activities across all channels is their top priority.
It should be your top priority too.
. Use project management tools like Slack to keep track of every single activity.
. Plan everything.
. Keep the entire marketing team in the loop whenever you’re planning or rolling out a new strategy.
. Create and revise your marketing strategy to find and fix loopholes.
6. Optimise marketing activities
Optimising refers to monitoring, evaluating, and tweaking marketing activities across all the channels regularly to make them better. Statistics show that most of the businesses conduct frequent tests or are involved in continuous optimisation to make their marketing activities work better.
he rule is simple – tweak what is not working.
For instance, if a PPC ad campaign isn’t working, see why it isn’t delivering results. Fix it. If you don’t optimise it, you’ll keep on wasting money on ineffective campaigns.
This calls for continuous testing. Monitor the progress of your marketing activities in real-time or at least do it once a week.