5 Deal Breakers in a Digital Marketing Strategy
Digital Marketing is having continual, meaningful conversations using digital marketing tools with like-minded people and/or customers in order to accomplish an actionable and measurable marketing objective. — Joanne Tombrakos
A digital marketing strategy is a plan to execute those dialogues and it does so by incorporating several key factors. While each brand’s digital marketing strategy varies from one to the other depending on the kind of company that they are and the structure they follow, there are five main elements that all effective digital marketing strategies should include.
The Five Deal Breakers
1. Identify and Build Your Persona
Knowing the audience your brand is trying to target is one of the first steps to do before anything else because understanding your niche is the best way to maximize your relevance with them. Everything else that your digital marketing strategy includes will revolve around trying to convey a message towards your selected group. Identifying and building your persona is done through a series of collected information — quantitatively (demographics) and qualitatively (psychographics). When you have this defined, the rest of the digital marketing strategy will flow easier.
2. Create a Unique User Experience
You know that feeling when you stumble across a website and we somehow are immediately drawn towards it? It’s all a part of the brand’s digital presence scheme to make you remember them. Whether it’s because of how easy it is to navigate through their pages, or how accessible and straightforward it is to find, or just the unique and distinctive aesthetic that the brand portrays itself, or a combination of all the above. You want to design an experience for everyone that visits your digital space in a way that is memorable, in the best way possible.
3. Define the Approprite KPIs
Your key performance indicators (KPIs) are the tools that will measure the effectiveness of your digital marketing strategy. Having said, not all KPIs are created equal because every one serves a different purpose. To name a few of the most common ones: Social Media Engagement, Response Rate, Cost per Lead, Click Thru Rate, Customer Lifetime Value, Cost per Action, etc. Depedning on your company’s digital marketing goal, some of these KPIs will be more helpful than others.
4. Set Your Goal
Establishing a clear and defined goal will make the entire digital marketing strategy planning process 10 times easier. It is what your entire strategy revolves around and is an excellent benchmark to indicate the progress shown over time. Like the saying “never lose sight of your why”, setting a SMART goal is the first step to ensure that your company will stay grounded.
5. Evaluate Current Assets
Before creating an entire digital marketing strategy for your company, you must first review everything that you already have. This is so that you can adjust and currate a strategy that compliments all the other components. To know where you are headed, you need to know where you are now.
No “I” in Team
With these five key elements in mind before you start planning, it guarantees a holistic approach to building a sustainable and effective digital marketing strategy. However, the most important thing to remember is that this process is always a team effort. Having a strong group is just as pivotal as any of these five factors. Afterall, teamwork makes the dream work! But that’s another topic of discussion for next time.
