Most of our consumption of content today exists online. Because of this, companies have had to shift to digital marketing in order to get the word out about their products and services. However, you cannot simply make content for online platforms and hope for the best. You need to build a digital marketing strategy to focus your efforts.
What Is a Digital Marketing Strategy?
A digital marketing strategy is a step-by-step process outlining how you will achieve your company’s digital marketing goals. There are many different channels that can be utilized as part of a digital marketing portfolio. These include social media, paid advertising, and earned media, just to name a few. The strategy lays out the exact steps your company will take to reach your goals and what channels will be used to achieve them.
As mentioned, there are a number of different channels used for digital marketing. Before discussing how to build a marketing plan, you must be familiar with the various mediums available. Here are the digital marketing examples you should consider for your digital marketing strategy.
Gone are the days when social media was used simply to be social. Today, social media is an essential part of advertising for any company. Twitter, Facebook, and Instagram are some of the most used social media platforms today. Each of these platforms allows you to create a profile that attracts and retains customers as well as creating paid advertisements to target new customers.
Search engine optimization can be a tricky thing to master, but it will be critical to any digital marketing strategy. When someone searches for keywords that match your business and its offerings, you want to be on the first page of the results. Being strategic about adding keywords to the content on your website will help you get these important rankings.
Pay-per-click is vital to bringing more qualified traffic to your website. You can target your advertisements to show up for specific keywords. But no matter how many times people see it, you only pay if someone clicks on it. You get more qualified leads with this type of strategy because you know that when someone clicks on your ad, something in it encouraged them to learn more about your business. An effective PPC strategy will work together with your SEO strategy to increase traffic and generate more business.
Ever wondered why so many websites have blogs? It’s because of content marketing! Most online searches lead people to blog content. Having a business blog can position you and your business as the experts at what you do. Using blogs or other content can help more potential customers find your website, leading to more business.
Social media, SEO, PPC, and content all have one thing in common – they (typically) lead back to your website. So what are people seeing once they get there? Your website should be an extremely user-friendly landing spot for all of your incoming traffic. Viewers should be able to easily navigate through all of the information on your site to find what they need.
Before any kind of plan can be made, you have to identify what the specific goal of your digital marketing strategy will be. Although this sounds simple, it is arguably the most important step of the process. Take the time to narrow down what it is you are actually hoping to achieve with this marketing campaign.
For some businesses, you might not currently have much of a digital marketing presence. However, it is still good to understand what you’ve already accomplished. Begin with your current marketing channels. This will likely be your website, social media platforms, email marketing, SEO, and pay-per-click. Which platforms are giving you the most traffic? Which platforms are providing you the best ROI?
Before you can begin marketing to your audience, you have to fully understand them and their preferences. You can begin by creating a narrative about your target audience. Where do they shop? What are their hobbies? Which marketing channels do they use? Then, you can get more specific with questions like: What do they need? How can we meet, or even exceed, their expectations?
Now you can begin developing a specific plan for each marketing channel you intend to use. What content do you need to create for each platform to meet your goals? Keep in mind that one size does not fit all when it comes to digital marketing. Your PPC content will need to be different from your SEO content and so on. Creating a content calendar that visually organizes how often you will be posting on each platform and in what order will be extremely useful.
At various intervals, you should analyze how your digital marketing strategy is performing. Are customers interacting with what you’re sharing? Are you closer to achieving your overall goal? Is there a point in the process that we are losing engagement? As you analyze this information, you will be able to update your plan moving forward to become even more effective.
While this might sound like the last step in the process, building a marketing plan is an ongoing process. You should continue to periodically analyze the results of your strategy to ensure that it is still effective.
With so many different areas of digital marketing to think about, it’s obvious that building a marketing plan is not easy. The most important things to remember are that every aspect of your strategy should work together and your strategy should constantly be updated. Each of the digital marketing examples above will need to be approached differently and analyzed separately, while still working together to achieve your overall goal. While this is a time consuming task, you will appreciate the results you will see when you begin to implement it.