With the rising age of technology, almost everything is available online even our day-to-day amenities. When you are a novice in the digital marketing industry, you have to keep an eye on consumer behavior in order to reach out to them in a subtle way.
This might sound overwhelming, considering there is a list of tasks and projects you will have to work on. Now, amidst all other ongoing projects how can your team build an effective as well as efficient way to maintain an upward trending digital marketing scale?
The answer to that is “digital marketing strategy”. In this article, I have shed light on digital marketing strategy to give an overview of what it exactly is.
What Is A Marketing Strategy?
An effective marketing strategy is a plan for reaching a specific, measurable, and attainable marketing goal. As a result, you’re more likely to reach your goal because it takes into account your business’s strengths and weaknesses.
A strategy usually includes three steps regardless of its domain area. These are:
- An assessment of your challenge
- Developing a guiding policy
- An action plan for implementing the policy
These steps usually differ from business to business based on their working scale. If you are a business working on a large scale then the entire strategy formation and implementation might sound intimidating. Fortunately, there is a way out which is what I will be talking about next. Is it your luck or just a coincidence or is this what my blog is all about? I guess we will never know.
What Is Digital Marketing Strategy?
It is a strategy revolving around creating an internet presence through mediums such as organic search, paid ads, social media, and web channels such as your website. The goal of a digital marketing strategy is to increase or create brand awareness along with increasing the conversion rate through lead generation.
What Is A Digital Marketing Campaign?
Campaigns are like building blocks of your strategy that will help you to reach an end goal. For instance, if you wish to use social media platform to grow leads then you might run a campaign on Instagram which features your top services or products.
How To Build A Digital Marketing Campaign?
There are a few steps you need to follow while creating a digital marketing strategy. They are:
1. Create a buyer’s persona
You should have a glimpse of the audience you wish to target. Once you have that figured, start developing a buyer’s persona which is your regular customer’s portrait. It typically includes data consisting of consumer preference, their behavior on your website, and general purchasing habits
2. Install goal-oriented digital marketing tools
Whenever you are setting up a goal, you need to ensure you can measure it with the help of the marketing tools you have decided on. For example, HubSpot Reporting Dashboard helps you to supervise your sales and marketing to figure out if a particular step is a success or a tragedy in your marketing strategy.
3. Conduct a digital asset and channel evaluation.
For this, you will have to gather your current and existing assets in a spreadsheet and categorize them. This will help you get a clear image of what should be implemented into the strategy without feeling overwhelmed.
There are three categories in which you can place your assets or channels.
Owned media
Brands and companies own digital assets, including their websites, social media profiles, blog content, and images. In terms of owned channels, you have complete control over what your business does.
Earned media
These refer to the asset you earned through external media such as word of mouth. It could be in various forms; for instance, customer reviews, and content delivered to other websites. All of these efforts result in earned media.
Paid media
This is nothing but the assets you earned through the purchase of additional assets to extend your reach to your buyer’s persona. Now, this could be done through tools such as google ads, paid ads on social media, and others.
4. Audit and plan the framework
Owned media
When it comes to owned media, the content of your website is the savior. The content used in your website turns traffic into leads along with improving brand presence. Your website can be categorized into various sections which allow explorers to get to know your business better. For example, your website could include an about us, blogs, e-letters, infographics, and podcasts.
Once you optimize your content and make it SEO friendly, it leads to the blossom of traffic through organic search.
Earned media
You need to look into your previous earned media and identify which asset brought you more traffic, extract the idea from it and try to intervene them into your current assets to generate more leads. The basic idea behind it is to understand what type of earned media gets you more leads.
Paid media
This is similar to earned media. You need to analyze which paid tool gives you more views. For example, If you are spending a large number of resources on a single tool but the results aren’t remotely close to your expectations, it’s best to scrape it off your campaign strategy.
By the end of the elimination process, you will have the tools which bring results as per your expectation.
5. Bring your digital marketing campaign to life.
Now that you gathered every research work and plan together, you have a clear vision of the components you need to start your digital marketing strategy.
With that entire campaign layout being set, let me now show you some examples of strategies you could implement in your campaigns.
Digital Marketing Approaches
Publish a blog
A blog is the most organic way of promoting products since you are giving away the immediate answers to the customers while subtly including your product as the solution to their problem. Blogs are well-written and well-researched which is why it is crucial to highlight the pain of customers and provide them with an immediate solution.
Social media advertising
With the help of paid advertising such as google ads, Instagram ads, and Facebook ads you can promote your blogs and create brand awareness thereby increasing lead generation.
Host giveaways and contests
In easy words, bribe them. Okay, let me reiterate. In easy words, a form of trade. When you are hosting giveaways and contests on certain conditions such as ‘follow us’, ‘like our three posts and comment’, ‘share them with three friends’ to win *any product* for free. This excites the consumer and they might do as they are asked. The plus point is that if the lucky winners like your product then they might just buy it next time as well.
Improve Your Presence With The Help Of The Right Strategies.
As the proverb goes “To each their kind”, every business has a very unique strategy implementation which is why it is difficult to pinpoint what strategy works for every business regardless of its field and size. The above article has provided a typical overview of what to do while building a digital marketing campaign.
Get onboard with your digital marketing appearance right away!!