Since the birth of the Internet, many people have taken it as an opportunity to make money. This perception is actually not wrong. The Internet is an integral part of modern business, serving as an important bridge between businesses and consumers.
Having a good website is an important step in the success of your business. Of course, for that, a high-quality server is also essential. However, you cannot expect a flood of customers just by creating an online store. Competition is intensifying day by day. To stand out, you need to implement a digital marketing strategy.
First, what is a digital marketing strategy? Is a digital marketing strategy the same as a digital marketing campaign? And how do you create a digital marketing strategy that fits your personal situation?
This time, we will answer such questions.
A digital marketing strategy is a strategy implemented through online channels to achieve a specific business goal. Pay-per-click advertising, search engine optimization (SEO), social media advertising, influencer marketing, and more. Some are paid, and others fall under organic strategies.
Many people confuse marketing strategy with marketing campaigns, which are two completely different parts of the digital marketing landscape.
A digital marketing strategy is essential for success in modern business, whether you are a B2-B or B2C company. From shopping for groceries to booking hospital appointments to choosing a SaaS solution for your business, we now use the digital space for almost everything.
Think about how much time you and the people around you spend online. Whether it’s fiddling with our phones or watching the latest streaming series on Disney+, most of our days are spent on the web. Every platform you can potentially use is a great marketing opportunity.
Consider running ads on global TV channels or advertising in print. Not only will it be expensive, but it will likely be advertising to a large number of people who are not your target audience.
If you market on digital channels, you can personalize your ads. Many platforms allow you to target specific demographics based on age, gender, location, interests, job title, and more. The days of “extremely broad” advertising are over. Modern customers prefer a personalized experience and digital marketing is an effective way to achieve this.
The results of digital marketing are also highly measurable. You can run a TV commercial or radio ad and have no idea how many people are hearing it or what percentage of new sales you’re getting from that platform. But in digital marketing, real-time data lets you see exactly how many people clicked, and converted your ad.
Finally, digital marketing has the potential for a great return on investment. Influencer marketing alone has an average ROI of 4,400%. While billboard advertising has an impressive average ROI of 497%, influencer marketing can generate almost 10 times that.
Learn the basics of digital marketing strategy and how you can maximize your chances of success. Here, let’s break it down into five specific steps.
Before you start riding your bike, you should first make sure that your tires are inflated. Along the same lines, it is imperative to establish an online foundation before embarking on a digital marketing strategy.
First, you need to have a good server to host your website. Kinsta is a great choice for WordPress hosting if you want to make sure your site is stable and accessible.
But just having a website is not enough. Your website must be fast. Speed is an important factor that determines SEO results and it is said that many visitors will leave the site if it takes more than 3 seconds to load.
Also, the site should be secure. As cybercrime evolves, the importance of security cannot be overemphasized. HTTPS, a strong firewall, and secure servers are our first line of defense against cyber attacks (Kinsta customers use very high-security strictures).
Ease of use of the site is also important. Ease of use and usability are the driving forces behind conversion by site visitors. It paves the way for efficient conversion.
Finally, create social media accounts, improve your profile and always be aware of posting up-to-date and accurate information.
What do you want to achieve with your digital marketing strategy? What does success look like to you? Some companies only focus on getting their brand name known. In other words, it raises awareness.
Others focus on sales and conversions. The goal may be to acquire new customers and make them repeat customers. But it’s important to be more specific when setting goals. How much do you want to grow your business with a certain strategy? What about the goal of increasing profits by 40% at the end of the second quarter? If the result increases by 30%, would you consider it a ‘pass’ or ‘fail’?
Here we also define best case and worst case. Identify the threshold at which the strategy is considered “failed”. This makes it possible to objectively measure the success of the strategy.
It’s also a good idea to decide which tools to use at this stage. Are you looking for affordable equipment? How much can email marketing software cost you?
Goals should be specific and measurable to determine success or failure. In other words, it is understanding the return on advertising expenditure and acquisition expenditure.
To create a digital marketing strategy, you first need to know who you are marketing. Know you understand the key demographic and their pain points, motivations, likes, and dislikes. That way, you can develop a targeted strategy that speaks directly to you.
Consider various traits when creating a persona. For example, age, occupation, gender, place of residence, interest, income, etc.
The type of marketing strategy should be based on the persona you are targeting. Person A may prefer to use social media. Person B, on the other hand, may be more responsive to email marketing. Persona C may like to search for questions on Quora. Knowing this is an important factor in increasing the odds of a successful marketing strategy.
Know which platforms your people use most often and use them to guide your marketing efforts.
Now that you’ve seen the different types of materials, it’s time to think about which ones to use. You need to know exactly what you have and how you can use it to achieve your goals.
Explore all owned, paid, and earned media to maximize your results. Once you’ve listed all the options you have, it’s time to decide which marketing campaigns will work best.
It’s also a great time to see the gap between what you have and what you want. For example, let’s say you want to advance your content strategy. If you don’t seem to have the tools to help you do this, it may be time to create or buy content.
Be careful not to focus only on content volume. Also, look at the quality of your content. If you have an old and outdated blog post, improving the content can help you achieve your goals (like ranking #1 for a keyword on Google).
If you have duplicate content on your site, we recommend cleaning it up immediately. Google doesn’t like duplicate content, so you might get penalized.
Now that you’re ready, it’s time to develop your content marketing strategy.
Create a content production plan to fill the gaps identified in the last step. This allows you to create rich content that your audience is aware of (the goal of your strategy) and reaps long-term benefits.
You should have a rough idea of what campaigns you need to run for each persona to reach your goals. What platforms will you use, how long will you campaign, what kind of content will you use and how much marketing budget will you invest?
On top of that, we also create a master document. This should include a timeline that describes how each campaign will progress toward its ultimate goal, from the beginning to the end of the strategy.
A digital marketing strategy can be the foundation of increasing your profits through both outbound and inbound marketing. In today’s business world, the popularity and potential of digital channels cannot be ignored.
Use the information in this article to build your digital marketing strategy, reach your target potential customers, and attract more visitors to your site. Of course, don’t forget that the site itself is powerful, fast, and secure.