10 Key Points To Create A Digital Marketing Strategy For Your Brand
Gone are the days when newspapers, brochures, and billboards were used to promote businesses.
With more and more people consuming content all day, it has become essential to invest in a digital marketing strategy to get ahead of the curve and stay there.
Did you know that 70% of internet users want to learn about products through content and not through traditional advertising?
Digital marketing has become such a vast field. It allows you to experiment and try out various techniques to figure out how your consumers behave and what grabs their attention.
Figuring out where to start can be overwhelming and stressful. Still, we enlisted the help of our favorite web design agency in Florida and outlined ten crucial steps you need to take on your digital marketing journey.
These steps will help you craft an effective digital marketing strategy to cut through the noise. Let's begin!
1. Determine Your Ultimate Goals
Having no purpose in mind will get you nowhere, and a strategy will fall flat if it's not backed up by the goals you want to strive for and achieve.
Do you want to boost the number of visits to your site and ultimately increase conversions? Do you want to build brand awareness and increase brand visibility? Do you want to get more leads?
Whatever you are trying to achieve, you need to have a clear picture of your goals because that would make your decision-making process so much easier.
Some techniques you implement may not work from the very start, so set up deadlines and milestones, as these will help you get much closer to where you want to be in less time.
2. Leverage the Power of Tools
To manage all of your marketing efforts and know where exactly you are in this journey, you need the right tools. These will also help you speed up your processes and remove bottlenecks.
Tools like Hootsuite, Ahrefs, and Semrush offer free trials to see what works for you and what doesn't. So, it's easier to make an informed choice.
From task management tools like Trello and Todoist to analytics tools like Google Analytics and Leadfeeder, you can leverage a whole range of tools to streamline your digital marketing approach.
While some are free, premium tools that offer more advanced functionalities can get quite expensive. Don't overspend and always choose based on your marketing goals.
If you are working with a digital marketing agency, they can provide all the tools and resources you need to strengthen your digital marketing journey at no extra cost.
3. Create Your Buyer Personas
The next thing you need to do is in-depth research into who your audience is.
You need to clearly define what you want to sell and to whom so that you would develop your entire content marketing strategy around these points.
Knowing your buyer persona, you will take a deep dive into their behavior and the channels they more frequently use. Use these learnings to determine which communication channels to focus on.
The most important thing when determining your buyer persona is to be as specific as possible. This means defining:
- Their age
- Their interests
- The places they live or come from
- Their pain points
Also, you must use Analytics tools like Google Analytics to define all these characteristics and avoid making assumptions.
4. Evaluate Your Existing Channels of Communication
When evaluating your digital channels, look at the big picture - what exactly do you want to include in your marketing strategy?
Gather and evaluate your assets to have a clear insight into all of your owned, paid, or earned media. This should give you a broader look into your strengths and weaknesses.
Owned Media - This includes all media assets your company owns, such as a website, a blog, imagery, social media profiles, and more. This is what your company has complete control of.
Paid Media -This includes all the channels and assets your company spends money on, such as advertising materials and paid social media posts.
Earned Media - This asset refers to all the exposure you gain through efforts like distributing your content on other websites and the customer experience you deliver. All in all, it contains everything you have earned through word of mouth.
5. Focus on the Right Marketing Channels
Creating the right digital strategy only makes sense if you use the right marketing channels.
For instance, if you want to target B2B clients, you may want to use LinkedIn because this is the ideal channel for distributing such content. Gen Z is very much into TikTok.
Suppose your audience includes primarily female adults with a taste for lifestyle. In that case, you should opt for Pinterest as your top channel, especially if your business niche is food, travel, style, or home.
All in all, social media channels are ideal for Millennials and Gen Z buyers. Older generations tend to choose search engines to find what they need, which means focusing on SEO.
6. Create Fresh, Top-Quality Content
To create highly compelling content, you always need to stay updated with the latest trends and events on the market.
By studying your audience, their behavior, and their activities on different platforms, you will deliver the content they need.
Does your blog perform better than your how-to videos? Do your social media campaigns create enough engagement? Do white papers and other downloadable materials create more clicks and visits to your website?
All this information should help you create content that converts.
Remember, you must create different types of content for different platforms.
For instance, your marketing strategy may differ based on what approach you focus on: on-page SEO, off-page SEO, social media, or PPC ads. It would be best if you strive for consistency whatever you do.
7. Design Engaging Visual Content
Even the highest-quality content won't do much if not backed up by the right visuals. Make sure to create visuals and animations, like photos, graphics, infographics, GIFs, written content, and see what captures your visitors' attention.
Always make sure you align your visual story with your digital marketing strategy.
Visual storytelling is a great way to communicate with your audience and turn your views into meaningful marketing results. Before you start crafting the design, you need to ask yourself a few questions:
- What am I trying to achieve with visuals?
- What kind of content is my audience interested in?
- What are the values I want to communicate, and what is our differentiation point?
- How do I measure success?
- What problems do I solve?
Once you answer these questions, you will have the big picture of what you need to do next and help the others in your company have clear insights into your mission and values.
8. Grow Your Online Presence
Once you start building your visibility on the market, the first step and main focus should be to help people find you easily when looking for your products or services online.
Start by doing in-depth research on the search behavior of your audience. You can look for these metrics on Facebook, LinkedIn, Google My Business, Instagram, and other platforms your company is using.
Your next step is to create powerful, SEO-optimized content, to increase your brand awareness and make you more visible across platforms.
By creating search and user-friendly content, you will attract more visitors to your site and build an online presence in no time.
Also, you can create groups on platforms like Reddit, LinkedIn or Facebook to create a social community around your brand and make people want to know more and stay up to date with whatever you publish. They may even endorse your company to their peers.
9. Measure Success
Metrics can give you valuable insights into how your digital marketing strategy is performing. This is why it is crucial to determine your KPIs before you even start your digital marketing journey.
KPIs are key performance indicators that tell you exactly what metrics you need to focus on to know where you are heading.
For example, if you want your marketing strategy to drive sales, you should look at your conversion rate. If you're going to increase your brand awareness, you may keep an eye on your engagement rate.
Remember that KPIs vary across brands. What you consider to be a key KPI for you may be irrelevant for other brands and vice versa. In other words, you need to know what your norm is, that is, where you should set your measurable goals.
Here are a few types of KPIs you need to focus on:
- A quantitative KPI - this relies on numbers to measure progress
- A qualitative KPI - analyzes the feeling-based data, such as brand sentiment
- A leading KPI - this can predict future performance
- A lagging KPI - this describes a past result such as the turnover rate
- An input KPI - this measures resources, time, and assets you need to complete certain activities and projects
- A process KPI - this evaluates productivity and efficiency within the business
10. Hire a Digital Marketing Agency
If you feel like you don't have enough time to fully dedicate yourself to creating and running a successful digital marketing strategy, consider hiring a marketing agency to help you achieve your goals.
An agency can deliver a professional digital service solution because:
It provides you with a new fresh marketing strategy - A marketing agency will provide you with all the materials you need to get your message across platforms and will establish a strong foundation for your marketing strategy.
It allows you to focus on creating business value - By hiring an agency, you will have more time to focus on urgent issues and make critical decisions for your business.
It saves up your costs - Working with a marketing agency will not only save much of your time, but it will also save you money. While you will be spending money initially, you will be saving money in the long run. So take long-term goals into account.
It will boost creativity - Marketing experts already have extensive experience in the field. Their fresh ideas will spark the creativity that will launch your business to new heights.
It will help you get ahead of the curve - A marketing agency will help you position yourself on the market and set yourself up for the future.
Running a digital marketing campaign without having clear goals is like roaming around the streets of New York without GPS or Google Maps.
If you are eager to build a digital marketing strategy that will bring you outstanding results, you need to make sure you do it step by step.
We hope these tips will help you achieve even more than you expect.