4 Tips for Creating a Successful Digital Marketing Strategy
- Digital Marketing

4 Tips for Creating a Successful Digital Marketing Strategy

As the saying goes, proper planning prevents poor performance. If you are responsible for your company’s digital marketing, you’ll understand this saying well. You know that you need a strategy to execute a successful marketing campaign. However, knowing how to create a successful digital marketing strategy sets you apart from the rest.

Here are four tips from our digital marketing experts to set you on the way to creating a digital strategy that works:

1. Understand your goals

Before devising your strategy, you need to know your company objectives and expectations. Yes, it’s a pretty blatant tip; however, fully understanding these and ensuring you regularly refer back to them will ensure you don’t stray from the path and lose focus.

Establish your KPIs (key performance indicators) to measure how effectively you are achieving your business goals in the future. Set the KPIs you expect to reach and when to achieve growth towards your target.

2. Plan your activity

Once you grasp your expected KPIs and your growth timelines, you can begin to plan the type of activity required to stay on target with your growth.

Create campaigns for each digital marketing activity relevant to your business and estimate the effort level required for each based on average leads and conversion rates.

Do you have the budget to cover the required activity? If not, can you juggle around the activity to put more effort into the lower-cost activities to reach the KPIs? Is your budget flexible? Are your KPIs adjustable?

3. Define your target audience

Your strategy becomes a lot more meaningful if you get to grips with the needs and behaviors of your customers.

Your customer needs and behaviors might vary; for example, a server migration service offered by an IT company might appeal to businesses looking directly for support and web hosting companies wanting to get clients quickly over to their platforms. Two completely different target markets.

This is where you need to develop personas and align your strategy to each persona. This may mean running two different campaigns via the same marketing channel to ensure your message and call to action are personalized.

When creating personas, consider the following:

    •  What do my customers want/need?
    • What objections do they face?
    • How can I address their needs?
    • What messaging will they most identify with?
    • How can I best communicate with them?

4. Choose your digital channels

While it is recommended to utilize a range of digital media to show a strong digital presence for your brand, you should still choose your channels carefully to ensure you are spending your budget on the most effective communication tools for your personas.

Go for the social media platforms that your target uses most and the ones on which your competitors are most active to ensure you are competitive.

If you are running SEO and PPC campaigns, choose the keywords that your personas will most identify with.

Whatever the channel, consider how it will complement the customer journey and resonate with your personas.

Now that you have a strategy, you can begin testing your planned activity. First, measure your performance each month to demonstrate growth towards your KPIs. Then, adjust your strategy where needed to invest more budget and effort into activities that give you the best results, bringing you closer to your overall goals.

4 Tips for Creating a Successful Digital Marketing Strategy

Digital Marketing Strategies by Understanding eCommerce

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