It doesn’t come as a surprise that, in today’s time, a huge chunk of your marketing budget is going to be spent on digital efforts. Companies and customers alike spend the majority of their time on online platforms, so much so that you’d like to be able to get in touch with them and scrutinise their behaviour as what they’re going through most of the time.
However, when expanding your firm, it might give the impression that this constantly developing landscape can promptly become overpowering. When you’ve already got so much to do, how are you even expected to craft, fine-tune and maintain your agile marketing operation?
In this article, we’ve put together a list of 7 methods that marketers can put to use in order to come up with a striking digital marketing strategy to help businesses grow.
Utilise buyer personas
No matter whether it’s an offline or online marketing strategy, it’s of utmost importance for you to figure out your target audience. Now, if you wish to create a digital marketing strategy that not only stands out from the crowd but also draws the maximum attention of your audience, then you ought to put in place an all-inclusive buyer person.
A buyer persona is basically a representation of your customers and can be crafted by conducting thorough research, survey and interview of the audience your business is planning on targeting.
However, you ought to make certain that the information you’re collecting is on the basis of real data because simple guesswork about your customers now would only cause your strategy to go down the drain!
Now, so as to have a clear picture about your persona, you’ve got to ensure that the research conducted by you is a blend of various people, prospects and consumers who aren’t a part of your contact database and align with the targeted audience.
Pin down your objectives and the marketing tools to achieve them
Whenever you’re setting up your marketing objectives, always see to it that they’re in line with your business’s fundamental objectives.
Let’s say for instance, the aim of your business is to shoot up its online profits by 20%, then as a marketer, your objective must be to produce at least 50% more leads through your website as compared to what you did in the previous year in order to chip in towards your success.
Irrespective of what your objectives are, you ought to have a grasp of how to weigh them and more importantly, actually be able to do so. Now, it’s quite obvious that not every business would weigh the efficacy of their digital marketing strategy in a similar fashion.
Yet, it’s still essential for you to make certain that you’re able to absolutely nail it, because these are the metrics that’ll assist you to fine-tune the tactic in the near future.
Get the measure of your present media platforms and assets
When thinking of slipping in the marketing platforms and assets, that you already have in hand, into your tactics, always take a look at the bigger picture first so that you don’t start feeling overwhelmed later on.
Make use of frameworks, such as owned, paid and earned media, as they come in handy when trying to categorise the assets, channels or digital vehicles you already have in place.
Give everything a once-over and map out your ‘owned’ media campaigns
At the very core of digital marketing is the owned media, which most of the time is in the form of content. Every message that’s being put on air by your business is usually categorised as content, be it your product description, ‘About Us’ page, infographics, e-books, social media posts or blog posts.
Not only that, when you add content that’s compelling and grabs one’s attention, it aids in converting those daily visitors into potential leads. More to the point, it also spread awareness about your brand like wildfire.
Evaluate and work out your ‘earned’ media campaigns
Comparing your prior earned media with your present objectives will only give you a better understanding of the crucial aspects that you currently must focus on. So, always be on guard and look from where you’re gaining the majority of the traffic (if that’s what your aim is) and accordingly rank each one of them from most effective to least effective.
Audit and chalk out your ‘paid’ media campaigns
This is one such process that’s pretty much simple – all you need to do is weigh up the paid media that you’ve on hand across every other channel (be it Facebook, Google Adwords or Twitter) in order to fathom what’s actually going to help you reach your set objectives.
By the time you’ve come to the end of it, you must have a clear picture of which platforms you’d prefer using and which you might want to get rid of.
So, you’re finally done with all the planning and research work and have got a clear idea of the factors that’ll work wonders for your marketing strategy.
Now it’s time that you put it all together and come up with a solid tactic document. Ensure that this document of yours sketches out the series of actions you’ll be taking so as to attain your business objectives, on the basis of the conducted research.
When you take up this method, you’re basically crafting a well-thought-out timeline for the activities that’ll set forth your plans to other members – not to mention, perhaps might also keep you right in the head!
Bear in mind, the intent of your tactic document is to put across the actions you’ll be taking to accomplish the objectives over a period of time – provided it passes on that, you’ve nailed all the fundamentals of crafting a marketing strategy.
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