1. What Are You Aiming to Achieve?
Defining your goals is non-negotiable if you are hoping to have an even semi-decent strategy. Just think about trying to go grocery shopping, without knowing what you need, or applying for jobs without knowing what position you are aiming for. Sure, it’s possible but the result will most certainly end up being a mess.
Therefore, even before you start drawing up a digital marketing strategy, consider the following: what do you want to achieve?
To attain the best result, use the following SMART method.
- Specific: your clear objectives, for instance: “I am aiming to increase the website traffic by 40%, in 5 months”.
- Measurable: make sure you are able to track your progress. How are you going to see if your goal is being met?
- Achievable: be realistic, rather than simply hopeful.
- Relevant: make sure your objectives align with your business goals.
- Time-bound: make sure you include deadlines for your goals.
2. Understand Your Audience
Define your brand’s audience. Whether your brand is product or service-focused, you need to know who you are targeting as part of your digital marketing strategy. It is the best to consider the followings:
- Demographics: age, gender, income, location.
- Psychographics: interests, behaviours, values.
- Purpose: in what ways would your audience benefit from your products/service.
- Channels: on what channels you can effectively reach your targeted audience.
To achieve the best results, developing a customer persona that draw on the average qualities of your targeted audience might be beneficial. This would assist you in understanding your audience in a concentrated manner, while also aiding you in connecting with them.
3. Competitive Analysis
To create an effective digital marketing strategy, considering your competitors cannot go neglected.
First, define your competitors. Depending on your business and its qualities, this could be achieved by similar products or services, proximity to your business, or similar target audience.
Then, consider their strengths, weaknesses, and unique selling propositions. They can’t be good at everything! In what manners are they better than you, and in what ways does your business surpass them?
Analyse their digital presence. What social media are they present on, what content are they creating?
Lastly, win! How can you surpass your competitors? Don’t be afraid to acknowledge that, in some ways, they are better than you. Use that to your advantage! What they do well, follow, what they are lacking, look at how you can do that better.
4. Choose the Right Channels
The correct digital channels are an important consideration in a marketing strategy. Sure, your audience uses Twitter, Instagram, TikTok, and Reddit. But are these channels actually suitable for your business? Would these platforms help you fulfil your set objectives?
5. Create a Content Plan
Prior to posting, setting up a website, or sending out emails, make a plan! Ensure the voice and design of your content aligns with your brand. Make certain that your content is relevant and important! Don’t make content just for the sake of it.
Last but not least, consistent content is everything! Develop a content calendar to ensure regularity. Are you going to post twice a week or every two days? Decide and stick to it. However, don’t panic, if you miss one or two, that is not the end of the world.
6. Analytics and Data
Let’s circle back to the SMART method, specifically the Measurable step. In order to ensure that your goals are being met, you need to be able to monitor them. Depending on your business and channels used, you may want to use Google Analytics to track website traffic and behaviour and Social Media Metrics tools to measure engagement rates and audience growth.
7. Consider Your Budget
To ensure a consistently well-functioning digital marketing strategy, it is vital that you are honest with yourself about your resources. Consider your budget and make a financial plan. Websites, SEO, PPC (Pay-Per-Click) Advertising, and Influencer Marketing all cost money. Consider what you need, what is negligible, and whether you are going to be able to consistently afford the chosen advertising.
8. Leverage Customer Reviews and Testimonials
Even the best digital marketing strategy is nothing without positive customer experiences. Does your business have positive Google reviews, Facebook or Instagram comments? Use them! Leverage the trust between peer and peer, integrate it into your posts, and enjoy the great impact that positive reviews will have on potential consumers.
9. Establish your Values
Do you want to make your brand trustworthy and reputable? Establish your values as a business and incorporate them into your content, whether that is your website, social media posts, or emails. For instance, your craft shop revolves around sustainability, affordable prices, and celebrating creativity. Don’t be afraid to display these as values and make everything about them! This will improve trust in your business, increase customer pool, and enhance overall brand image.
10. Lastly, Keep Up to Date!
Trends change all the time. Targeted audience might shift. Your objectives will vary. So, no matter how amazing of a digital marketing strategy you’ve created, it is vital that you reevaluate it from time-to-time, no matter how trying that may seem at first.