What is a digital marketing strategy?
Put simply, a digital marketing strategy is a series of plans that provide a pathway to online success for your business or organisation.
Planning for online success
Developing such a strategy can be a challenge, it requires careful thought, significant amounts of research and a clear understanding of where your business sits in the marketplace and where it needs to be.
I can help you identify a strategy that works for you.
Working as a team
Much of this website highlights how I can help you, but when it comes to strategy, we must work as a team. I help develop a strategy by going through a process with you that identifies strengths and weaknesses in your business. We don’t restrict ourselves to the digital world; we take a broader overview of your business. This enables us to create a digital framework that includes tactics that makes the most of your strengths and addresses your weaknesses. It also ensures the digital strategy is completely in step with your business philosophy, your capacity and your current offline marketing efforts.
By being a part of the process you will see first hand what is possible to complete in-house and what you need help with. You may also identify where improvements in your business can be made outside of digital, the process can be highly beneficial at a strategic business level.
We need to identify where your business is in the marketplace, where you need to be and how you’re going to get there. To achieve this, we carry out a brand assessment, a digital marketing audit, competitor analysis and identify your business capabilities.
Given what we know about your business and your competitors, we start to think about what opportunities you may have in the digital landscape. We prioritise the opportunities to help formulate the strategy.
We now think about your targets markets and distinct segments within those markets, we also develop personas and customer journeys. Understanding your customers is key to ensuring your marketing efforts are well placed.
With this information to hand we can set specific, measurable, achievable, realistic, time-based (SMART) objectives. We also consider how success will be measured by identifying key performance indicators (KPIs).
Now we have your goals and objectives we identify what resources you have available along with your likely available budget. We ensure everything is achievable within a timeline. This is an important step because it serves as a reality check which may force us to review your objectives.
Reach Your Audience
We will need to decide how you are going to acquire your new customers and you will need to decide on a digital marketing budget so we know how best to allocate it. Defining and setting the tone of your brand messages will help us grow your audience.
Channels and tactics
We are now in a great place to choose which digital channels and tactics your business should use to enable you to meet your goals. We have identified who your audience is and research will have shown us where we are likely to find them. In turn, this enables us to select the most appropriate channels for marketing your business online. Knowledge of your budget will allow us to prioritise the channels so they will work in the most cost effective manner.
- Search engine optimisation
- Paid search
- Display advertising
- Social media advertising
- Content marketing
- Affiliate marketing
The interaction your business has with your audience is extremely important and in this stage we look at your website and other areas of communication and how we will plan your content.
If you have a website, we’ll think about how best to use it to reach your goals. We might make recommendations regarding improvements to design and features and we’ll review the content and see how we’ll take that forward.
If you don’t have a website, then we’ll need to address that and decide what budget will be available for it. We would help you create a plan and solid brief to give to your web designer. If you wish, we can liaise with them directly or build a website for you.
Defining a content plan for all outlets will be crucial to successful marketing online. If you don’t have a plan then you won’t get best value from your content, and having a plan encourages content creation. Content isn’t restricted to copy, it can include infographics, images, video, podcasts, games, competitions, quizzes, reports, guides, eBooks etc. etc.
We’ll review how your business currently uses social media to interact with your customers and see if this can be improved. Looking at things like consistent tone of voice and design across all platforms can make a difference to how your business is perceived and engaged.
If you use email campaigns to promote your services or products, we’ll review how they are structured and their effectiveness. Looking at whether the email is reaching its target, and the click through rate, will show us whether improvements need to be made. We might identify where campaigns can be used to greater effect.
Converting your audience
Driving traffic to your website or other online presence is one thing, getting them to convert into a sale is another. When planning your digital strategy, it’s important to recognise that to increase conversions you will need to continually improve your online collateral.
Your website may need its ecommerce path to purchase streamlining or social media may need it’s calls to action reviewing. If your website drives offline sales refining the methods used might improve conversion rate.
Defining your approach to conversion rate optimisation and recognising how online communications drive sales will show us where improvements can be made, as will data analytics and reviewing customer feedback.
Engage with your audience
Having converted your visitor into a customer, it’s essential that customer retention is planned for.
Ensuring that the customer can communicate with you easily and making repeat purchases less onerous are good ways to improve engagement.
Using data to drive repeat sales through remarketing, email campaigns and social media marketing are intelligent ways to market your business to existing customers.
Ensuring social media interaction provides a two-way conversation can help build relationships with current and potential customers. Exploring this avenue should be a part of your digital marketing plan.