HOW DO YOU CREATE A DIGITAL MARKETING STRATEGY THAT STANDS OUT?
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Innovative & drawn to your goals, we are the strategy that matters for all your digital marketing.
Do you want to achieve marketing objectives, both short and long term? A digital marketing strategy will do it all!
Let’s understand the concept with an example of Airbnb, an American company that manages homestays and experiences in different parts of the world.
In its nascent years, the firm couldn’t attract clients because of the apparent threats visualized by individuals: They were hesitant to rent their places to strangers and vice versa. To manage the paradox, a diversification strategy was implemented by Airbnb; they started a campaign on social media to overcome the issues on hand.
Users were encouraged to share their travel experiences on every platform on the web. Subsequently, videos and travel guides were promoted by the firm to achieve the desired action from prospective clients. SEO also took center-stage; quicker response to queries, addition of listing descriptions, and placement of high-quality images enabled the firm to rank higher in the competition.
Instagram was the preferred choice for Airbnb to promote the shared content with the target audience. Other platforms, such as Facebook and Twitter were managed accordingly. Along with other pertinent changes, the company transformed its present image into a customer-centric one, picturizing itself as an affordable and authentic source for home rentals.?
What is Digital Marketing Strategy?
The combination of concepts, channels, technologies, and metrics is what constitutes a digital marketing strategy. It consists of six main disciplines:
1. Content Marketing
2. Native Advertising
3. Pay-Per-Click Advertising
4. Search Engine Optimization
5. Social Media Marketing
6. Email Marketing
Creating a Digital Marketing Strategy - What You Need to Know
According to Phil Frost, Founder of Main Street ROI, “Success with digital marketing is the result of sound strategy, not perfectly executed tactics.” Rightly so, as an integrated mix of different aspects (mentioned above) generate outcomes that perfectly align with the customer’s requirements. Ensure that your strategy is research-oriented and adaptive.
Let’s discuss the 10 important steps in crafting a digital marketing strategy.
a. Create a Customer Persona
KYC (Know Your Customers) is what every strategy should commence with, not only a digital marketing one.?
Implementing buyer persona requires skill and expertise: Learn about the customer’s demographics, including age, occupation, and industry, their motivations and communication channels to form a successful strategy. Various channels, such as customer workshops and CRM (customer relationship management) are available for audience research on the target audience.?
Benefits of Buyer Personas?
A customer persona assists firms to invest optimally, frame brand and product messages, and influence pricing decisions. Below are some benefits of customer personas:
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b. Identify Goals & Tools
Defining strategy-based goals is a necessary prerequisite for attaining success in the marketing field. Some of the attributes accorded to marketing goals are:
For example, if you set a goal of ‘writing blog posts for the next quarter’, it is not a measurable or quantifiable task. Rather, you would say ‘5 blogs per week, each of 500 words, 4 social media post, and 2 monthly newsletters’. State the forecasted result too: Increase user engagement by 20% and social media following by 25%.
There are several tools on the web that help in creating and managing goals. Some of them are:
c. Focus on Creating Content?
According to Avinash Kaushik, “Content is anything that adds value to a reader’s life.”. With varying types of content on offer, strategists need to evaluate and select the best content management tools for optimal results. The tool selection depends on various factors like users’ needs and preferences, budget, time, etc.
Every marketing goal is linked to content quality. For example, if you need to market your shoe brand online, you would probably opt for eBay, Amazon, or Shopify as other websites may not fetch feasible results. Likewise, companies opt for a combination of different content, such as images and videos, or text, audio, or images to create a marketing strategy.
Content is also linked to the target market’s preferences. For example, if the audience is aged between 20-35, the best platform to promote your offerings would be Instagram or Pinterest. Similarly, for a commodity that can be used by individuals of all ages, Facebook is the best platform.
d. Evaluate Existing DM Strategy
Take your time to analyze the existing promotional activities and marketing channels, including blogs, videos, social media platforms, etc. Ask yourself how effective were these in the last 12 months? For instance, if your website is generating high traffic, it means that your written content is spot on. On the other hand, if your social media following is stagnant, you need to review the strategy in detail.?
Can it be the content type that is applied? Or, is it the wrong target audience selected? Whatever the case, you will need to modify the marketing strategy and reapply it.
e. Automate Your Marketing Campaign
Scheduling posts or campaigns or analyzing data manually is a hectic routine. It can take much of your time to produce meaningful results. Try artificial intelligence and you won’t have to sit all day! Whether its CRM or AI tools on the web, your tasks will be dealt in quick time, covering all the essential changes with time to spare. For example, if you are having trouble finding keywords for a website, you can use SEMrush, Ahrefs, or Google Ads. These tools can provide comprehensive detail on keywords types and usage on the web.
f. Mobile Optimization
What’s in a world without mobiles? Nothing at all! With more than 90% of individuals managing the Internet on their cellphones, it’s essential for marketers to infuse mobile optimization in their digital marketing strategy. Using social media on a smartphone is much easier than using it on a laptop, as stated by individuals across the globe.
Mobile optimization includes the following aspects:
g. Use Customer-Friendly Strategy
Don’t let your leads and prospects search for the contact section as it would create an unpleasant experience for them. Make your call-to-actions and communication channels visible to the target audience on the landing page or other pages on the website. Opt for the same tactics on social media too.
h. Track Your Progress
Be disciplined around the goals and metrics you’re testing and track your performance regularly. It’s best to assess your performance on a weekly basis. Thereafter, evaluate the tracking quality with precision and ingenuity.
Making a digital marketing strategy is not an easy task, especially if you are a novice. Opt for these pointers above to enjoy a long-lasting journey to success!