Coming up with a digital marketing strategy can be a very daunting process. This guide will help you create a successful strategy. The following are the steps you’ll need to take.
1- Identify your target audience
If you already know who is your target audience, great! If you don’t, there is a way for you to identify who is your ideal customer. Keep in mind that making assumptions on your audience could prove to be very costly & ineffective. This is why it’s important to conduct research based on data.
In order to identify your target audience, you will need to conduct some market research, which must include the following:
- SWOT analysis: through which you will list your business’s strengths, weaknesses, opportunities and threats.
- Demographics: age, gender, occupation, income level & marital status.
- Psychographics: vhobbies, lifestyle, personality, attitude & behavior.
- Competition analysis: gather information of at least your top 5 competitors and learn as much as possible about what worked for them and what didn’t. You can also later on use your competitors’ notoriety to your advantage.
2- Identify your goals
It’s important that your digital marketing goals are linked to your business goals. Regardless of the selected goal, you need to have a plan on how to reach it as well as be able to measure the success of your marketing efforts.
3- Identify your digital marketing channels
Not all digital marketing channels are suitable for everythings. Thankfully your initial market research will be a factor in determining the best digital marketing channels for your business. First, it’s important to distinguish between the different Media categories.
- Owned: Digital assets owned by your company, such as, your website & social media pages.
- Earned: could be exposure that you received from PR work for example.
- Paid: channels where money is spent to get a potential buyer’s attention.
Your digital marketing channels include: Google display, Google search, email, blogging, social media (Facebook, Instagram, Snapchat, Tiktok, Linkedin, Twitter… etc).
As far as social media channels are concerned, if you want to save time, you could “Google” the most recent demographics of each channel. This is valuable information readily available that you won’t need to research from scratch. Based on the demographic information of your target audience, you will be able to select social media channels that fit their profile the best!
Social media can be leveraged both organically as well as through paid advertising.
4- Plan your digital marketing campaigns
You could start with a campaign to improve your company’s online presence by leveraging your owned media. Your website content can help you organically convert your web visitors into leads. You’ll need to carefully plan your web content and make it search engine optimized to increase organic traffic to your website. You will also need to identify what type of earned media channels will help you reach your goals.
As far as paid media is concerned, it’s important to pick the right paid media platforms that are most suitable for your audience. Once that is done, you will need to select the campaign objectives that are best suited to reach your goal. The following are the categories available:
You can test different paid media platforms and evaluate which ones produce the most optimized results. You must also be prepared to do a lot of A/B testing at the campaign, ad group & ad level. By the end of the process you will know which platforms to keep and which to remove.
Need help with your company’s digital marketing strategies?
The digital marketing world is a sea of possibilities, unfortunately it’s also easy to drown in it! This is why hiring an experienced digital marketing agency would prove to be the smarter choice to best serve the interests of your company. If interested in learning more about how Vuepoint Agency can help your business take its digital marketing strategy to the next level, contact us here, or call (210) 858-7295.