5 Steps to a Powerful Digital Marketing Strategy
According to a study of Managing ‘Digital Marketing’, 46% of brands do not have a defined digital marketing strategy, while 16% have a strategy but have not yet integrated it into their marketing activity. But here’s the question: if you do not have an established plan, how can you expect to grow and innovate, measure significant results and learn from past mistakes?
It’s time to stop panicking next year or next month and start making a plan that can have a big impact. We have selected the 5 most important steps that you, the decision maker, must take to ensure that your digital marketing efforts create a real impact on your results.
Know What You Want (& Set the Objective)
Enter your mission:
Define the mission / general objective of your business first: your digital marketing mission should fit into your grand plan.
Answer this question: what is the primary objective you want your digital marketing efforts to achieve (for example, do you want to position your company as the Internet provider for computer parts in Europe)? This is your mission
Set and measure your KPIs (Key Performance Indicator):
Be specific with your KPIs by identifying the figures for which you will have to render accounts.
Be realistic with your key performance indicators by first analyzing your previous digital marketing efforts; this will assure you that you want to achieve a positive increase in your current results, while helping to keep your expectations from becoming too high.
Identify a method that will help you measure each of your KPIs: for example, will you use Google Analytics to measure your conversions, your analyzes of individual social networks to track your engagement, or a tool such as BuzzSumo to evaluate the success of your content marketing?
Here is a useful KPI template to steal: (insert the goal, for example, “Increase traffic”) by (insert the number) in (enter the number of months).
Before you start planning your KPIs, discover which metrics are most important to your CEO.
Analyse Your Past (& Learn From Your Mistakes)
You do not have to (and should not) enter the planning period in the dark. Analyzing the success and failures of your digital marketing strategy can help you focus on establishing the best KPIs for your business. Therefore, you may want to complete steps one and two together.
Choose a period of time you want to analyze (it is better to set this period of time as the same period of time you plan for your new marketing strategy). For example, decide if you are going to analyze the previous year, quarter or year. month.
How to analyze:
Determine the period of time you want to analyze and configure your Google Analytics calendar to match this time period.
Test Google’s benchmarking reports in your Analytics account to compare your progress with your competitors.
Do not forget to also analyze the marketing strategy of your competitors: create a spreadsheet analysis of your online activities (you can use SEMrush to identify a competitor’s SEO strategy, that is, which keywords are driving the largest volume of Organic traffic to your website can also be used to compare organic and paid traffic from different websites, so, again, it’s very useful to see how aggressive you are being with your paid expense.)
Ask yourself this question at regular intervals: is there anything else I need to analyze and have not thought of before? Should I try the times I publish my content or the types of images I use?
Remember Who You’re Talking to (& Speak Their Language)
Do not let planning take away from the people you are trying to reach. You know who your audiences are (at least we hope you know), but sometimes they are the first thing a digital marketer can forget in the midst of KPI settings, budget scrolling and channel selection.
You will not make this mistake, not this time. Instead, it will put your audience at the center of your digital marketing strategy, address your emotional needs and satisfy your deepest desires. How? Through the creation of well-developed and well-thought-out people, of course.
Develop useful people:
Start with the basics and write down all the demographic information you know about your target consumer, such as age, gender and location.
Then, dig a little deeper and identify the problems that your target person can help solve.
Deepen your emotional desires, goals, aspirations and fears, and document all the factors that might make them work (think of your conscious and unconscious wishes).
You can delve into the ‘Audience reports of your Google Analytics account to identify key characteristics of your target person such as age, gender, career, etc.
By creating your people, this is the perfect time to identify the people who will be your influence: these will be the factors that will influence your marketing strategy.
Identify Your Means (& Stick to Your Budget)
Three things are important to identify your means: these are your budget, your digital channels and your team (or people). It is important to make an inventory of all your resources before deciding what else you might need for the next period.
For example, now is the perfect time to create an audit of your existing digital channels and decide if you are going to outsource specific sections of your digital marketing and if you need to reserve a budget for a new hire or two.
How to identify your media:
Define your global digital marketing budget.
Look at the historical data of what has worked before (for example, has a specific channel provided quality prospects at a low cost?)
Decide if you will use the paid promotion (for, for example, Adwords or paid ads on social networks).
Assign a specific part of the budget for each digital channel you want to use for paid promotion (drill down into your analysis to help you evaluate the most profitable digital channels with the largest reach and conversions and the lowest cost per click).
If a certain element of your paid promotion strategy does not give you the results you want, revisit it and invest the assigned budget figure in the channel that gives you the best results.
Look at your current team and assess what you are capable of achieving (be realistic here and make sure that no one stretches or works too much).
Identify if you need to hire more people and if you have the means to do so.
Decide if all your digital marketing activity will take place internally or if you will need to outsource some elements to a third party agency.
Have each member of your team review your digital marketing activity and brainstorm for your future marketing strategy (the more autonomy your employee has in their role, the more they will participate in their new plan).
Check your current digital marketing channels and decide which channels you want to keep and if you want to invest in new ones (this depends on where your customers are and the time available).
Clearly articulate what each digital channel is trying to achieve.
Make sure you have at least one KPI connected to each of your digital channels.
Make the Plan (& Don’t Stick to It)
Create a plan and not stick to it? But, but what does it mean? “Before panic becomes the most organized of digital marketers, let me explain … your plan will never be perfect from the beginning.” Not all the assumptions you make will be correct.
And although he has taken every precaution to develop a carefully crafted plan based on a set of insightful assumptions and analysis, he still cannot predict exactly how his clients will behave. Therefore, it is essential to continually measure and monitor the performance of your digital marketing strategy and change the elements when necessary.
Create your digital marketing calendar:
Try to create your timeline with Google calendars, that way you can share it with your team members and allow them to edit them when necessary.
Highlight the key campaigns that you will create and promote throughout the year and allocate a period of time for each.
Document the digital channels necessary to ensure the success of each campaign.
Review your marketing strategy and identify the necessary changes:
Create a measurement and monitoring plan (this should fit with your KPIs).
Check the success of the individual elements of your digital marketing strategy at continuous intervals.
If something does not work (that is, you are not achieving the KPIs you have established), isolate the different elements and try to identify what does not work (for example, when is the time to publish content or the identification lines you use for your advertisements?).
Review your previous analysis, people and budget allocation and try something new.
Create a clearly defined KPI for your new company.
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