Each day, countless brands and businesses are born in the digital world. But how do they achieve success and build a sustainable and profitable business? In this book, we give you the tools you need to create your own digital marketing strategy.
Digital marketing is the latest buzzword in today’s modern marketing. It is simply the process of using digital technologies like Social Media, Email Marketing, and Online Advertising to promote a business. Digital marketing is becoming more and more important in the modern market due to the fact that the internet is the new way to reach your customers. There are many benefits to using digital marketing. One of the main advantages of digital marketing is that it is cost effective and gives the customer the ability to communicate and engage with the business, as well as other customers, on a more personal level.
Online marketing is a set of marketing techniques, which are used to promote a product or a service. Digital marketing on the internet is the use of the internet to advertise products and services to buyers and potential buyers.
New information and recommended practices were added on July 20, 2021.
Even though it seems intimidating at first, building a digital marketing plan from the bottom up is an exciting prospect. But don’t worry. As you begin to create your marketing plan, I’ll take you through some of the key questions and answers you’ll want to have on hand.
The Fundamentals of Marketing
You’ll want to make a marketing plan before you start thinking about your marketing approach. You’ll need to collect a few pieces of information first.
- Consider what you’re giving for a minute. Depending on your business, you may have a product manager who can tell you all you need to know about your goods, including their features, perks, and advantages (FAB).
- Once you’ve come up with them, check to see whether your business already has a vision and/or mission statement. These are the glasses that your business has chosen to see its market position through.
- Before you go any further, make sure you identify the issue you’re attempting to solve for your consumers and that you’re solving for the correct one! Do your homework.
What Exactly Is a Marketing Strategy?
Consider the past. When you and your business decided to create something, you probably did some market research. This should have shown a chance to develop something new or a method to improve on current goods, services, or businesses. Your marketing strategy determines how you will introduce your company and its products to a group of prospective consumers.
It all begins with deciding on a target market for your goods or service. After that, you’ll need to figure out who would benefit the most from your one-of-a-kind offer. Here’s where you should really lean in. Learn all you can about these consumers (conduct customer research and find out what questions they ask—more on this later) and create a message that gets to the heart of why you think you’re different in the market. Matching your purpose to the requirements of your consumers should be real. They’ll buy into your idea before they’ve ever bought a single thing if you execute it correctly.
What is the definition of a digital marketing strategy?
Now that you have your goal and distinctive solution in hand, it’s time to figure out how you’ll get them in front of the appropriate consumers. First and foremost, make sure you know who your clients are and what a typical user experience for them looks like.
You may then begin to study where and when to target your consumers once you have this information. You’ll need to figure out how they spend their time online; which social networking platforms, forums, and video sites do they frequent? What kinds of queries do they have once they get there (remember, solve for the correct problem)? From there, you’ll figure out if the company needs to increase brand recognition, close sales quickly once they get on your site, or a combination of both! Keep in mind that various customers/personas may need different marketing tactics.
If you need more knowledge, we have a plethora of marketing strategy tools to assist you.
What Constitutes a Successful Digital Marketing Strategy?
A strong digital marketing plan is made up of many elements that help you define, monitor, and assess your efforts. Let’s get started.
Starting with the Marketing Stack is a good place to start.
I make it a point to familiarize prospective clients with Portent’s Digital Marketing Stack whenever I bring them on board at our firm. It’s split down into a few essential elements that you should get acquainted with. I strongly advise you to study our guide in its whole, but I’ll give you a short summary. To begin, I’ll start at the very top of the Stack. Keep in mind that all of these channels will rely on a strong foundation, so don’t skip over the infrastructure or analytics portions. So, let’s start with the areas that most people associate with digital marketing.
Channels of Distribution
We divide them into three categories at Portent: Paid, Owned, and Earned. These are the methods via which you will communicate with your consumers. It’s crucial to have the appropriate channel mix, as well as a message and relevant content that moves customers along their journey as they go through the marketing funnel phases.
Platforms where you’ll pay money to inform or attract visitors to your site are paid channels, such as:
- Search Engine Marketing
- Social Media Marketing
Owned channels are ones that you have complete authority over, such as your:
- Accounts on social media
- Email addresses from customers
Earned media is the result of your digital work and/or passive attention (be deliberate in how you promote yourself or reach out to various outlets):
- Listings in organic search (SEO)
- News media sources can help with digital PR.
- Mentions, exchanges, and comments on social media
- Other websites’ citations and connections
Infrastructure on the Job
If you’re starting from scratch, you’ll need a strong and speedy website infrastructure. If you’re planning a new marketing strategy that will rely on an existing website, do your best to ensure that it can be brought to a point where it won’t obstruct your user’s journey; slow, unresponsive sites that don’t provide the right experience quickly will cost you customers and put you behind competitors who do. To succeed in this area, you’ll need a website that is:
It is critical that you monitor all of your digital marketing activities once your infrastructure is in place. You’ll need an on-premises analytics platform, as well as something to monitor off-premises data and a big data warehouse to store it all. If you combine all of the data into an interactive dashboard like Google Data Studio, which should enable you to quickly monitor the effectiveness of your efforts, you’ll receive extra points from me. You can create a plan, evaluate your progress, and modify your approach if your analytics are correctly monitoring all of the essential indicators.
2. Recognize your company’s objectives
Where should you begin when it comes to creating and maintaining marketing objectives, now that you have a fantastic website and analytics monitoring in place? Begin with the North Star. You need a guiding vision for your strategy, much as your campaigns will have a universal truth that consumers will identify with. What are your plans for a company change? Do you want to increase your sales volume? Consider setting objectives that track the number of visits or the amount of money you make. If you want to improve the efficiency of your campaign? Your objectives should be to increase conversation rates or lower your acquisition expenses. Make a point of identifying and tracking any secondary or auxiliary KPIs that support the main ones.
Re-evaluate any existing goals to see if they need to be adjusted.
In the marketplace, things may change quickly. As your company’s priorities evolve, your business goals may shift as well. An growing company that previously attempted to push sales in order to gain market dominance may ultimately discover that their unique product has been commoditized. It makes logical to move from a lead or sales KPI to one that evaluates profitability in this case. At our organizations, we often witness leadership changes that result in new objectives. Consider pivoting your marketing approach to take advantage of these possibilities.
3. Determine who you want to reach out to.
Don’t worry about who your audience is when you’re sitting down to think about it. You or members of your organization are already aware of the people you’re attempting to contact. Consult your product and sales managers for further information. They should have previously established a client category and described the issue you’re attempting to address for them, as I said before. We strongly advise developing user personas and determining what their user journeys may entail.
Who are you attempting to contact?
You’re attempting to locate consumers who might benefit from your one-of-a-kind solution to a problem. Keep in mind that, although your solution may not be unique in the industry, your relationship with the client and their interests should be. Determine what data you have access to that informs you who they are, what their issues are, what they look for, and how they search for it to get insight into what message and content will appeal to prospective consumers.
What do you know about the people you’re trying to reach?
Combine demographics, age, technological preferences, purchasing patterns, and websites they purchase or frequent with whatever you know. Combine these information into a visual “Customer Persona” board.
What do you know about your target audience that you don’t?
You know who your customers are, but do you know what issues they’re having and what questions they’re asking? Have you conducted any target research or conducted focus groups? You may have to depend on some informal sources if you don’t have the means to run these. Check out your Amazon reviews, as well as those for comparable items, to discover what consumers are raving about. Customers may also ask inquiries about goods on Amazon. Check your own or rivals’ forums if you’re in the B2B or SAAS industry. Sales managers are also well-versed on who your ideal and highest-converting clients are, as well as the queries they ask on a daily basis. To discover these queries, perform some old-fashioned keyword research. AnswerThePublic and Google can both tell you what people are asking and offer relevant questions.
4. Find out who your target audience is.
It’s as easy as being where your consumers are and having a razor-sharp perspective that they can immediately relate to. What does it mean in practice? As I said before, you’ll develop a multi-channel strategy that gives customers sticky access points at any point along the journey. To begin, you’ll need to understand the following:
- Who are your ideal clients?
- Can you find out where they spend their time and how to contact them? Consider the following demographics:
- For ‘boomers,’ Instagram or Facebook are good options.
- Tik Tok to anybody who incorrectly labels someone over 35 as a boomer.
- Websites that are based on affinities (i.e., sports fans vs. home and garden readers)
- What are their purchasing patterns?
- What stage of the purchasing process are they in?
- How many times do you think you’ll be able to engage with them?
- How are you going to provide value along the way?
With this information, you can begin to develop your targeting strategy.
Let’s get this party started: You’re pitching a game-changing solution to a problem. Users that have a particular profile are more likely to run across this issue. You’ve developed a user persona that corresponds to this profile. Karl is the name you’ve given to your alter ego.
If you’ve done your homework correctly, you’ll have a wealth of material to target Karl with. Your demographic and affinity data should enable you to personalize programmatic, display, and paid social advertising for Karl, for example. These platforms’ target demographics are very specific, so they’ll be able to locate Karl at his favorite web sites throughout his future user experience. Karl’s situation has reached a critical juncture, and he needs immediate assistance. Last Monday, he used Google to do an online search. Let’s take a look at how you may be able to help him before, during, and after this search.
Prior to the Search (Awareness)
While you may target based on broad demographics (male, female, 25-24), you can also go more specific with your ads. You may be able to target Karl based on a life event or a relevant search if your product or service contains leading indications. Consider the following scenario: you offer a product that every new homeowner will need, such as a garden hose(?). You may be able to target someone based on their search for a mortgage provider or a moving vehicle. Karl conducted those searches last week and isn’t even aware that he needs a garden hose yet, but your advertising are right there on the website of his favorite football blog and in ads on his linked TV (programmatic, video). He’s beginning to notice the hose ad on Facebook as well (social). Of course, this is just one example, but you can be extremely creative in reaching out to someone before or just when they realize they have a problem.
Throughout the Search (Research)
This is your opportunity to shine! Karl is now studying what he’ll need to deal with the difficulties that his new position will bring. You’ll need to know what he’s looking for at this stage, and you’ll have to show up in these unbranded searches. Perform keyword research once again to verify that your brand and goods appear for the appropriate keywords. To accomplish so, you’ll need to invest in engaging, authoritative, and informative content that serves as a one-stop shop for anybody searching for answers to a problem. By connecting to both the root subject and finer, next-step considerations, or related topics, this linked information acknowledges its place in the journey. You may create a sticky experience that encourages people to keep clicking and investigating if done correctly (Be sure to read up on content hubs).
Consider how sponsored search is augmenting your search traffic as well. If you’re already ranked, that’s fantastic! It’s possible that you’ll still need to appear in sponsored search results. Google makes money by selling advertisements, and many of them show before any organic results.
Keep in mind that as your content grows, you’ll likely have pages or destinations that are better suited for certain sponsored and organic searches. These include:
- postings on the blog
- step-by-step instructions (including videos, Youtube or on-site)
- purchasers’ guides
- pages devoted to products
- pages of categories
- websites with affiliate programs (e.g., Amazon)
These pages should all be intended to achieve one or more of the following goals:
- Respond to their inquiries and establish yourself as a reliable source.
- Keep them on the site by giving them additional information about a subject.
- Obtain their contact details
- Make a pool for retargeting.
- Making a purchase
Here’s how you can make use of some of these page types:
Blogs. These should be informative and focused, and they should adequately address a few particular queries. As a consequence, your company will be seen as a reliable resource. You’ll entice them to keep reading by directing them to relevant articles and category/product sites. You may acquire their information by signing up for a newsletter, and then utilize it to build a remarketing pool.
Pages organized by category. These linked product groups should be generally useful and helpful, with each product category described in broad terms. It should include links to product sites as well as information that explains how the category addresses issues. Comparisons of products and general price should be provided as well. By addressing their queries regarding a product or service, you’ll re-establish your brand as a trustworthy resource. Linking to product pages can lead your visitors to a transaction, while gathering their contact information will help you create remarketing lists.
Pages devoted to products (Organic). These pages should ideally cater to a variety of customer categories. Before searching for the purchase button, fast customers may scan the top of your website for a product description, reasons to buy, and a few frequent queries with solutions. For the more skeptical kinds who want to be persuaded, additional information should be provided. Keep in mind that your users may leave this page, so make it as easy as possible for them to locate additional information. This may be as easy as navigating to the category page using the breadcrumb navigation. These pages should persuade consumers that your product or service can address their issues and encourage them to buy. After that, you’ll have their contact information to use in future marketing campaigns.
Page of the Product (Paid). This page should be created to reflect the purpose of the search ad or the copy/creative of a display ad. An advertisement with a “Buy Now” theme should rapidly educate, distinguish, and sell. An ad with a “Learn More” CTA could take you to a different page layout that attempts to educate you right now while still preparing you for a sale later. The goal is the same in both cases: build your brand as an expert, collect your consumers’ information via a newsletter sign-up or maybe some gated technical material, and then store that information for future retargeting.
Your client is on the verge of making a purchase at this point! It’s conceivable that you’ve been included to their product or service shortlist. Maybe they discovered you via a search engine. If they didn’t buy, at least you got them to sign up for a newsletter, which you’re utilizing to keep in contact while you try to persuade them to buy. You’ve most likely also added them to a remarketing pool. You may then bid on them in paid search and offer them next-step advertising across a variety of channels, including display, social, and programmatic. These retargeting efforts should, in an ideal world, lead to landing sites that are distinct from your initial access points. These new recruits should make your case for why they should join today and choose you over your rivals!
Purchase (and Keep Delighting!)
You’re not finished until your prospect makes a purchase from you. It’s time to start thinking about add-ons and extra purchases. Keep in mind that you now have a fresh list of existing clients from whom to prospect for future transactions. Better better, keep in contact to find out what they like and what they want. This information may be passed on to your product team for the following cycle or launch. You can even utilize this list to keep consumers out of sponsored searches for items they already possess while focusing on those they don’t! Customers who have a subscription or product that is approaching the end of its life cycle should start hearing from you and seeing your advertisements show up!
5. Decide what you’re going to measure and how you’re going to measure it.
Your marketing strategy will aim to shift the needle for a certain set of stakeholders. My clients often come to me searching for ways to generate more leads or transactions. But how do we go about doing that? We devise a plan to identify the kind of content we’ll need to attract the appropriate audience. We monitor how well that material is functioning for us once we have it. We’ll monitor keyword rank and backlinks to evaluate how well it performs in search engines and with users. Once a client has arrived on one of our pages, we begin monitoring engagement data. We’ll keep track of how long visitors spend on the page, how deep they scroll, and other metrics to see how they use it. Note that Google Analytics may observe this activity. It’s more likely to score highly if people link to a page that they consider to be a valuable resource. Finally, if our new content succeeds in conveying the appropriate narrative to the right individuals, we should notice an increase in leads or transactions.
The interaction between these pages is also crucial in this case. Keep track of your transactions’ entry points. You can identify which channels or campaigns lead to which sites by looking at your web analytics. Does the landing page’s search purpose match the search intent? If not, what is the conversion rate of that page? Is there a better landing page for this traffic? Google Analytics can tell you where a person came from, what sites they visited, if they converted, left and returned, or left and never returned. Use the information to validate and/or improve your approach.
Introducing Your Marketing Plan
The last stage is to present your plan to your stakeholders. Begin by repeating the initial business criteria or demands that you were requested to meet. Then, explain who you’re going after and why you’re going after them in particular. Next, describe how your creative idea will be delivered to this audience at different phases, as well as why it will appeal to them. After that, you’ll need to provide the data you’re monitoring to show that your approach is working. For example, you could say that your display and programmatic advertising would generate X number of impressions at Y cost per CPM. You’ll have to say what your clickthrough rate is anticipated to be. You’ll be able to monitor the success of your landing pages from there. How long do your visitors spend on your pages? Do they leave the site and look at other pages? What is your page’s expected conversion rate? You can estimate the anticipated purchase or lead volume if you have these items.
After you’ve authorized your plan, be sure you review your objectives on a regular basis. You’ll need to pivot fast if one of the variables in your equation turns out to be incorrect. For instance, if a page isn’t receiving enough traffic, can you increase conversions by ensuring that consumers are happy with their experience? Are they rage-clicking or can’t locate what they’re looking for? Revise as required, and don’t be hesitant to make adjustments if they’re essential.
Frequently Asked Questions
How do you create a digital marketing strategy?
First, you must know your goals. When creating a digital marketing strategy, consider how your budget for the year will be allocated. You’ll know roughly how much you’ll be spending on digital marketing in this year’s budget so you know how much you’ll want to spend for this strategy. Although people tend to shy away from spending too much on digital marketing because it doesn’t give big returns, it’s still important to keep your digital marketing strategy under any budget. Second, set your number-based key performance indicators. Once you know how much you have for your budget, you’ll know what aspects of your strategy will make your business stretch the furthest and have the best return on investment. Third, find out what establishes your competitors with their digital marketing campaign. Determine what their KPIs were and how their strategy worked to achieve these KPIs . With this strategy in mind, come up with a strategy that’s better than the competition’s. Fourth, find out which marketing channels are the most popular in your geographical location/online audience. Which channels has the largest pool of recipients after the sale? Which channels seem to work best and your make the most purchases? Come up with better alternatives of these popular marketing campaigns that care of your demographics. And more, When developing your digital marketing strategy, keep the following in mind: Which channels/media are the most popular TEN The benefits to yourself and your shelf life following completion in creating an effective plan How you plan to measure ROI What situation this plan is for e.g. trying a new new business idea There Is No One Solution For Digital Marketing Strategy! There are many different ways to showcase your product online and through different marketing channels. The result is individualized strategies chosen by unique businesses. There is no one solution to developing your online marketing strategy or tactical marketing plan. The process is individualized for each campaign. All businesses go through different ways of planning out their marketing strategy.
What are the digital marketing strategies?
You may use some following tools for digital marketing: SEO: Search engine optimization is one of the most popular digital marketing strategy you can use to increase web pages’ rankings. Social Media: Getting involved and engaging on social media gives you an opportunity to connect with new users and increase web traffic. Display advertising: Display advertising placed on websites, in search result pages, in podcasts, or any other type of content that someone could search for. This type of advertising is always provided during a specific time period and is measured in terms of impressions (budget). Display is just one type of digital advertising strategy. Video advertising: Where You can showcase a video on a webpage and provide a call-to-action (CTA) that’ll create awareness for your offer. Inbound marketing: Most of your efforts will be focused on inbound marketing strategies which are low budget, less responsive, and longer lead-time ideas such as blogging and writing. Outbound marketing: Outbound marketing is generally considered one of the most expensive and shorter lead-time activities. Why traffic is more qualified when it goes straight to the target website? There are three strategies for seeding backlinks: Reinforced key words: When your keyword (“leather”) is prefixed with your target website (leathers.kijiji.ca) it will deliver targeted traffic. Authority link: Retrieving a webpage from an authoritative website (such as university website for KateSpencer.com) would drive more traffic to KateSpencer.com. Social bookmarking: You can try to obtain backlinks to a webpage from social bookmarking. Usually, the higher the backlink quantity is, the more online exposure. Which marketing trends are popular now? In 2015, digital campaigns started seeing paid search marketing integrated with an aesthetic canvas to create a meaningful user experience. Brands were also turning to social ad platforms as a primary promotion option.
What is digital marketing strategy and its process?
Digital marketing strategy theory does not mention specific processes, but it suggests those working in this field build a marketing plan that includes the following three components: Planning, Reporting, Leveraging. In digital marketing strategy, planning includes the act of identifying digital marketing objectives and KPIs. This includes defining what the market is looking for, what journey a prospective customer will take when interacting with the digital channels, and what reasons will prompt them to interact with the company. KPIs and the goals are based on a market mix of demographic, psychographics, usage, and topology information. Every element of the marketing strategy is based on an audience segment that IDGcom chief data scientist Robert Bonomo calls the “notches”. The notches break down a market’s propensity to buy. The planning process is followed by a reporting phase. This includes the analysis of data about the different elements of the plan. Typically this entails evaluations of data: this includes the collection and interpretation of data from direct sources through quantitative and qualitative methods In the reporting phase, the company uses that data to make decisions about resource allocation and outputs. The following approach to information gathering is considered: Measure, Prioritize, Allocate Output. In the last phase, output is delivered and the process repeats. In digital marketing strategy, public relations is often included to create a media presence. The goal of public relations is to gain coverage in the popular press for an up and coming product to increase sales. This is done both through top media and local newspapers. In digital marketing strategy, comparative advantages occur when one company is better than its competitors. Comparative advantages generally include ad spend, brand recognition, email database, market share, profit margin, advertising methods, etc. Bonomo’s notches illustrate this by drawing three rings surrounding the market. A company falls within one ring if it is competing in a similar situation to its competitors. Another company uses a different approach, which means it falls within a different ring. One company completely jumps outside the notches that it then uses
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