Basically, a strategy is an action plan to achieve a desired goal or multiple goals. For example, your overarching goal might be to generate 20% more leads on your website this year than last year. Depending on the scale of your business, your digital marketing strategy may include lots of goals and lots of moving parts, but getting back to this simple strategy idea can help you focus on achieving those goals.
It's easy to mix your digital strategy with your digital marketing campaigns. Your digital strategy is the sequence of actions you implement to help you reach your comprehensive marketing goal. Your digital marketing campaigns are the building blocks or actions within your strategy that lead you to achieve this goal. Keep in mind that even though a campaign has been running for several years, it will not constitute a strategy.
How to Create a Comprehensive Digital Strategy?
1. Create Your Buyer Profile
For any marketing strategy - offline or online - you need to know who you are going for marketing. The best digital marketing strategies are built around buyers, and your first step is to create them. Buyers represent your ideal customers and can be created by researching, researching and interviewing your business's target audience. Remember that this information should be based on real data whenever possible, as making assumptions about your audience can lead your marketing strategy to go in the wrong direction. To get a rounded picture of your contacts, your research pool should contain a harmonious mix of your customers, leads, and users outside of your target audience.
2. Define your goals and the digital marketing tools you will need.
Your marketing goals should always stick to the core objectives of the business. For example, if your business's goal is to increase revenue by 20%, your goal as a marketer might be to get more leads than last year to contribute to the success you have achieved through the website last year. Whatever your overarching goal is, you should know how to measure it, more importantly. you should be able to measure it. To do this, you must have the right digital marketing tools. How you measure the effectiveness of your digital strategy differently for each business and based on your goals and making sure of it is vitally important.
3. Evaluate your current digital marketing channels and assets.
When considering incorporating your existing digital marketing channels or presence into your strategy, it is helpful to think about it to avoid ignoring the bigger picture. Owned, earned and paid media framework helps categorize digital tools, assets or channels you are currently using.
This refers to digital assets owned by your brand or company. Your website, social media profiles, blog content or image, owned channels are things that your business has full control of.
Whether it's the content you distribute on other websites, the work you do PR or the customer experience you deliver, the media earned is the recognition you get as a result. For example, you can earn media by sharing the press, positive comments and your content with other users on social media.
Paid media, as the name suggests, is somewhat self-explanatory - and refers to any tool or channel you spend money on to get your receiving staff's attention. This includes Google AdWords, paid social media posts, native ads (such as sponsored posts on other websites), and other tools you pay for visibility directly. Collect your ownership and classify each agent or asset in a spreadsheet. This way, you have a clear picture of your earned and paid ads.
Your digital marketing strategy can include elements of the three channels working together to help you reach your goal. For example, it could be content on a landing page to help you generate leads on your website. You may have made a genuine effort to increase the number of leads generated by the content and to make it shareable. This may be increasing traffic on the landing page by distributing it through others' personal social media profiles. This is the earned media component. To support the success of the content, you may have posted your content on your Facebook page and allowed more people to see it in your target audience.
If the media you have and earned are successful, you may not need to deposit money. It should be your goal to evaluate the best solution to achieve your goal and then include the best working channels for your business in your digital marketing strategy.