Teknokaz.com – An effective digital marketing strategy must be known by all business people whether in the field of goods or services. Especially if you work in the field of marketing. Because this technique is what actually makes your job easier and more successful.
What Is A Digital Marketing Strategy?
A Digital Marketing strategy is a plan or action to achieve a set marketing goal. Goals are determined by what your business goals are and the order of priority. Once these goals are set, a digital marketing campaign will be developed and run to achieve them.
A digital marketing strategy is different from a digital marketing campaign. When talking about digital marketing strategy, we are referring to a master plan or blueprint for achieving long-term or macro goals. Campaigns on the other hand are specific tactics used to achieve short-term micro-goals in a digital marketing strategy.
Why Is Digital Marketing Strategy Important?
Having a strategy is as important as having a plan to achieve any goal. It fully optimizes workflow implementation, allowing for high effectiveness while ignoring various areas to review data analytics and act on it.
This paves the way for continuous improvement in various digital marketing strategies ranging from search marketing (SEO / SEM), conversion rate optimization (website user experience), email marketing & social media marketing to build your business goals, gain new customers, and build deeper relationships with existing ones.
Your business also needs a competitive and sustainable content marketing strategy to reach and convert more customers through harnessing the power of online content, while integrating various digital marketing channels with traditional media.
As businesses continue to adopt digital transformation in their core operations and in new channels to reach customers, having a good digital marketing strategy is critical to this success.
The Main Components of Digital Marketing
Some of the key components of a digital marketing strategy include:
Determining The Brand
Use brand guidelines to define your brand and consider the Unique Selling Point (USP) of your business.
Developing A Customer Persona
Understand demographic information such as age, gender, location, as well as motivations that drive people to choose products and services. Use Google Analytics to assist in creating buyer personas and segmenting them according to keywords in organic traffic.
S.M.A.R.T stands for Specific, Measurable, Achievable, Relevant, Time-bound goals. Target S.M.A.R.T will help you create better targets for your digital marketing action plan. You will see more successful results with your campaign when you set goals that you can measure and eliminate.
Target S.M.A.R.T will also help to set Key Performance indicators (KPIs) for your campaign.
Identify The Target Market
Use market research tools like Google Keyword Planner, Google Trends, and Facebook Audience Insights to conduct market research and identify potential target markets.
Conducting A Competitive Analysis
Use web and social analytics tools like similar web, Semrush, and SocialBakers to analyze your business competitors and perform a SWOT analysis.
SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. SWOT is a planning process that helps your business overcome challenges and determine what to aim for overall.
Manage and Allocate Resources Appropriately
Resources include manpower (internal or outsourced teams, external marketing agencies) and budgets.
Review and Optimize Campaign Performance
Use digital marketing analytics tools like Google Analytics to track, measure, and report on the performance of your digital marketing campaigns.
10 Ways To Build An Effective Digital Marketing Strategy
Here are 10 ways to build an effective digital marketing strategy:
1. Define Business Goals
The first step in creating a digital marketing strategy is to define your business goals. In other words, to determine what you want to achieve with digital marketing.
Every goal you set should be measurable and well defined. Everything in a digital marketing campaign is measurable (from start to finish) and you need to take advantage of this and form a digital marketing plan that has specific milestones and targets.
2. Collect Data About Your Audience
The second step is to identify your target audience. In other words to define in detail who you want to target with your campaign.
Some marketers, put this as the first step in the process and this is not wrong. This is definitely an exercise you need to do in the early stages and before completing the next steps of your marketing strategy.
3. Understand Customer Needs
Once you know the profile of your target customer, the next step is to use different techniques and try to understand their needs and how they express them when searching for information using search engines or social networks.
There are two ways to approach this process. The first method is to take a typical digital sales funnel and identify what your customers might need at each stage. The second method is to take the different customer profiles created above, and generate a separate sales funnel for each one.
4. Create A Content Marketing Library
The next strategic step you need to take is to create a content asset library. You need to know your audience and their needs, now it’s time to create different types of assets to use in your campaigns.
Digital assets can be blog posts, infographics, images, videos, podcasts, cover images, logos, and anything you can publish on your website or social networks.
In the world of digital marketing, this is the essence of content marketing. Content marketing is important because it is the process used to decide what type of content to create, when, and where to publish it.
5. Start with SEO As Early As Possible
A strategic decision to make that can positively impact your digital marketing efforts is to start with SEO as early as possible. SEO is one of the most effective digital marketing strategies but it has its caveats. It takes time to work.
Unlike other digital marketing strategies, when you start an SEO campaign, it may take 4 to 6 months to get any results. This is a long time to wait so most marketers tend to focus on other digital channels first (like Facebook Ads, Google Ads) which are more direct.
6. Evaluation and Revision of Business Strategy
Digital marketing is a very dynamic industry. The ‘rules’ change all the time and it is very important that you evaluate and revise your digital marketing strategy to keep it current and relevant.
The best way to evaluate your campaign is to do it based on Key Performance indicators (KPIs) and other metrics. The most important metrics for any type of digital marketing campaign are:
- Number of website visits
- Cost per visit
- Cost per conversion
- Click-Through Rate
- Number Of Conversions
- Number of micro conversions
- Time on site
- Bounce rate
- Number of social shares
- Number of comments
If you have a good analytics system and can track it for every campaign that is part of your strategy, then it will be easier to make informed decisions. Don’t forget that part of your evaluation is to look for new channels that can be added to your business strategy. It’s a good idea to look at your competitors ‘ strategies and identify those that you can include in your business marketing mix.
7. Use Email Marketing Segmentation and Automation
The ultimate goal of a digital marketing campaign is to generate more revenue for the business. But to achieve your ultimate goal, you must first consider micro-conversions. Micro-conversions are actions taken by users who are part of the funnel leading to a sale.
8. Take Advantage Of New Traffic Sources
A complete digital marketing strategy should not only take into account traditional online marketing channels but should also cater to the new digital marketing strategies that are coming to the surface.
There are several new channels that you can explore such as: Google Shopping Ads, Tik-Tok, Google Keen, Optimizing your content for voice search, and so on. These channels are new and most likely less competitive than established channels. This means you can get better results at a lower cost.
9. Use Retargeting and Personalization
So far, all of the above strategies are related to how you can reach more people , but it’s equally important to follow up with users who already know your brand, but aren’t yet customers.
This is known as “retargeting” or ”remarketing”. With retargeting, you can show certain ads to users who visit your website (or social networking pages) but don’t convert.
10. Work on Conversion Optimization
What is conversion optimization? In simple terms, conversion optimization is a process to follow to optimize your website so that a higher percentage of visitors will perform the desired action.
In short, a digital marketing strategy can do a lot for your business. There are many online channels to choose from. All of them vary in price, potential range, usefulness and purpose. What you need is a solid combination of channels that best suit your business.
Hopefully this article about building a digital marketing strategy can provide insight into digital marketing more deeply.