You have to have a digital marketing strategy in place and you know it. It has to be developed in such a way that your digital media strategy and SEO strategy plan should run everything in your online marketing campaign. A well-laid out online marketing strategy should work not just for the present.
It should evaluate how effective your prior campaigns have been and it should also work for the future..ie..it should guide all your online marketing related decisions. Read on to find out how to develop a digital marketing strategy.
Markets are evolving, and evolving without a break. So it is a necessity to draft an online marketing strategy framework which changes over time and adapts to the market, business, customers and campaign success or failure.
Below a list of key points that should be evaluated and included in your digital marketing strategy:
1. Review and Analysis
You can only plan for the future if you know exactly where you stand now and how your journey has been from the start. Firstly, evaluate the past and current positioning of your company/brand, your marketing efforts and customer base. This data is the foundation on which you will build the future strategy of your company. It is best in the interest of your company/brand to be as honest as possible, so it is easy to correct mistakes and move on from here.
2. An eye on the competitor
You are into business and primary requisite is to know about the competitors. Assume yourself to be a customer of that product/service. Understand how your competitors are capitalising on the digital marketing platform. Make a list of things that they are doing successfully and things they are not doing so. Where do they spend the most time and effort on?
Spend quality time analysing their layout, design and overall effectiveness. The market is filled with plenty of tools that you can use to closely monitor your competitors. They are SpyFu, Moz, WPMUDev’s WordPress Checkup, HubSpot’s Website Grader, and HubSpot’s Competitor Tool (for HubSpot users).
This activity will help you gain insight into the areas that they are outperforming and areas they are lagging behind. What more, you could even emulate strategy tricks that are working for them!
3. Decide on your goalpost
Set short-term and long-term goals. List out the challenges you might face in reaching them. Decide on the time frame to reach the goal. Remember the SMART (Specific, Measurable, Attainable, Realistic, Time-bound) framework while summarising your goal.
You may want more visitors to your site or convert more visitors to leads or close more leads into customers. These marketing goals can be better achieved if we categorise your goal which will help you measure your success. Write down your goals, select a completion date and work towards it.
4. Persona Development
A customer is the King. Businesses to be successful need to please the customer, for which you need to know their expectations and views. Interview many current and past customers (include the ‘tough’ ones too). Get a fair idea as to who you want as a customer and why they are a good fit and what interests them. Involving your team in developing these personas will be highly beneficial to you.
5. Funnel Analysis
The next stage is to understand how easy or hard it is to add someone to your database of prospective customers and eventually make them customers. Browse through all the content including the eBooks, white papers, checklists and infographics that you have. You never know which kind of content your customer might find useful. Decide which content will fit into which stage of the funnel. If a lot of content is focussed on a particular stage, then you need to create more content to nurture other stages.
6. Content Plan
Draft a specific plan to create, develop and publicise your content. Making a month-wise calendar of useful topics would be of great help. Include factors like what kind of content is to be created, which persona is it for and which stage of the funnel it falls into and who is responsible for creating it.
7. Editorial Calendar
How to keep track of the content to be generated? The best way is to develop a living editorial calendar and share it with the team. Everyone should keep track of what content is due, whom it is addressed to and who is accountable for its completion.
Never go about your marketing strategy blindly, create a full digital strategy devoting sufficient time and energy. You will reap the benefits of this effort very soon. Good luck!