Everything You Need To Know To Create a Digital Marketing Strategy
by PM Today / 1/17/2019 3:49:12 PM
If, like many other brands, you don’t have a defined digital marketing strategy, now’s the time to make one. Having a digital marketing strategy will enable your business to grow and innovate, to measure meaningful results and to learn from past mistakes. So what do you need to do?
Set Your Goals
You should already know your business’ overall mission and objective, so your digital plan needs to fit into this. Just ask yourself what you want your digital marketing to achieve, and this will become your mission.
Set Your KPIs
Set specific KPIs so that you know what figures you want to achieve. You can do this by having a look at any previous digital marketing you have done and what the results were. This will help you make sure you don’t set your expectations too high or too low.
Also, work out how you will reach each of your KPIs for example, will you be using Google Analytics, your Facebook’s or Twitter's analytics to track engagement or a tool like Sprout which looks at all of your social media? Are you doing any PPC marketing? How will you measure this?
Don’t Forget Your Audience
It is easy to get carried away with planning and then forget what you were trying to do and who you were trying to target. Your audience is the most important thing here so put them at the heart of your digital marketing strategy. Cater to their needs, ask them what they want, use listening tools to find out what they are talking about and then give them what they want. Use analytics to see what they like and don’t like, to see how they behave and then create the content for them and not for you.
Stick To Your Budget
Look at what has worked for you in the past, for example, have any specific channels brought you quality leads at a low cost? Check if you need to use paid promotion such as Adwords or boosted posts on social media, then allocate a specific amount of the budget for each digital channel you want to use. If one part of the strategy isn’t working then change it, invest that money somewhere, you are guaranteed to see results.
Review Your Overall Marketing Strategy
Create a measurement plan which should fit in with your KPIs, and make sure you monitor this. You can check the success of the individual elements of your digital marketing strategy continuously and try something new if part of it isn’t working.
Continually review your digital marketing channels and decide which ones to keep and if you need new ones by clearly defining what each digital channel is trying to achieve and make sure you have at least one KPI attached to each of these channels. Then you should be good to go, it’s all really about planning and then trying. If it’s not working, change it to something else. Keep at it and you’ll find what’s right for you.