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    Digital Marketing Strategy Guide

    The Why Behind Your Digital Marketing Efforts

  • What is a Digital Marketing Strategy ?

    The foundation of every successful digital marketing plan or campaign is a solid, and well-thought-out digital marketing strategy ...

     

    A digital marketing strategy is the “why” behind your efforts - while your digital marketing plan is how you're going to execute your strategy !

     

    A digital marketing strategy is a set of planned actions performed online to reach specific business goals. In simple terms, this means performing consistent actions at the right time via the most suitable online channels to increase revenue and improve relationships with your audience. The main difference between a digital marketing strategy and a more traditional marketing strategy is that digital marketing relies upon online or digital channels that generate data. This means that digital marketers can hone and perfect their strategies in a way that wasn’t previously possible with more conventional marketing methods.

     

    The complexity of a digital marketing strategy primarily depends on the size of your business and your long-term goal. If you have just launched your business, you may only need to make a few simple steps using one or two digital channels. So, let’s discuss why you should plan your digital marketing activities.

    If you are looking, so are your audience

    The Framework for a Digital Marketing Plan

    Before you can execute a digital marketing plan, you have to formulate one!

     

    The first step in planning is to define and articulate the campaign’s goals.

    When setting goals for your you’ll usually want to include both your revenue and brand goals. Your revenue goals will consist of metrics related to sales, while your brand goals will involve elevating your brand’s reputation or recognition. Setting SMART (Specific, Measureable, Actionable, Relevant, Time-based) goals ensures your goals are attainable and will provide you with data points to analyse your results.
    Let’s break down each letter in that acronym:

     

    Specific

    Setting specific goals removes any ambiguity. If you set a goal of “increasing brand recognition,” you’re likely to fail because there are many different ways to measure this, and so it will be difficult to know if your campaign is effective. However, a more specific goal like “increase targeted website visitors” will help you create a campaign that helps your brand in a measurable way.

    Measurable

    When you set your goals, establish both what you want to achieve and the KPIs you’ll use to know if you’ve succeeded. Per the example above, “increase targeted website visitors” is specific but isn’t quantitative. However, a goal like “increase targeted website visitors by 20%” is measurable. Your KPI will be the number of new targeted website visitors you have at the end of the campaign.

    Actionable

    Unattainable goals set you up for failure, so digital marketers use their current data to determine if their goals are actionable. With the previous example, a goal of increasing targeted website visitors by 200% in three months may be quite ambitious, but with analysis may be found to be achieveable.

    Relevant

    This may sound obvious, but it’s important to always remember that the goals of a campaign should be relevant to the company’s business objectives. If you don’t know precisely how a goal will move your business forward, it’s not relevant. To further the example above: increasing your targeted website visitors is likely to result in more occupancy enquiries, it’s highly relevant.

    Time-Based

    Decide how long it should take you to reach your goals. Your goals may be long-term or short-term, but they should have an end date. Combined with a specific, measurable goal, having a firm end date puts everyone on the same page and provides a definitive measure of success. For example, if you want to increase your targeted website visitors by 20%, and setting a three-month deadline, this gives you a specific timeline.

    Digital Marketing Planning -Strategy. Quality Process Cycle.

    Why Do You Need a Digital Marketing Strategy ? 

    Generally, making a strategy helps you make more aware, confident and informed approaches in the digital world as your actions will be allied to your plan. When it comes to digital marketing, building a strategy can help you in the following ways:

    • It motivates you to learn more. When you start to develop a digital marketing plan, (see The Framwork for a Digital Mrketing Plan) you need to think through every aspect of your business. You also have to thoroughly analyze your audience, competitors, trends, and neighbouring niches to create a polished and up-to-date digital marketing strategy. Developing a plan and subsequent digital marketing strategy is an amazing chance to get more in-depth knowledge of your business!
       
    • It provides real data. During the analysis, and after turning your strategy into action, you will get a lot of comprehensive data about what works well for your brand and what doesn’t. Empowered with that information, you’ll have a catalogue of options for improving your business.
       
    • It structures your actions. Developing a digital marketing strategy avoids the chaos of making blind guesses that you have to make without having a plan. If you create a strategy, you will get a better understanding about how to combine various marketing channels and realise a greater potential for your company.
       
    • It helps to increase ROI. Once your actions are structured, you make fewer actions and fewer mistakes. With a well-crafted plan, you will be able to detect your weaknesses, predict problems, and quickly react. You will save time, money, and efforts to increase margins as a result.
       
    • It helps you reconsider your relationships with your audience. A digital marketing strategy gives you a fresh look at your communication with prospects and customers during all of the stages of their online buying journey. When you make a business plan, you need to focus on your customers, find ways to add more value to your relationships, and develop new ways to engage with them.

    So, now you know that you need a digital marketing strategy, let’s sketch a general digital marketing strategy.

  • Which areas of digital marketing would you like to know more about?

    web-aviso provide a range of digital marketing and SEO services that contribute towards both defining, planning, implementing and refining your digital marketing, as well as, of course, designed to getting your website working more effectively for your business.

  • Digital Marketing Channels

    Digital marketing channels are platforms that you can use to reach your target audience with information about your brand, product, or service. Using these channels allows you to help your customers with any questions or challenges they may have while positioning your business well so that you can be a step closer to your marketing goals.
     
    Not all digital marketing channels are cut out for each and every one of your business objectives though. Some are more suitable for certain types of audiences, while others are set up differently depending on what they’re capable of doing. As such, you must know which digital marketing channel to use and then implement the best practices to achieve a particular goal.
    Most of your goals will probably relate to generating leads, raising brand awareness, improving conversions, and ultimately, getting more sales. Together with your digital marketing agency, you can develop a mix of strategies to target one or more of those goals. Below we have summarised a few channels and their potential to address your business’s and audience’s needs

    Websites
    • Increased organic traffic. People will naturally gravitate to your website for high-quality, relevant, and insightful content that displays your relevant, helpful knowledge, thought leadership and experience.
    • Lead generation. When people come to your site, it means they are interested to find out more about your product or service, making them potential customers for your business.
    Email
    • Brand awareness and Conversion. Emails allow you to deliver branded content as well as for marketing purposes. This makes email ideal for driving conversions and, ultimately, growth and success for the business.
    • Lead nurturing. A series of emails sent to customers is helpful in establishing a relationship and building trust with them, so they’ll eventually make a purchase.
    Social Media
    • Customer engagement. Social media allows you to build rapport with your brand followers. With social, you can reinforce your company image by putting names to faces and adding that human touch, which makes your brand more relatable to the public.
    • Wider audience range. Social media posts are easy to share, opening up word-of-mouth opportunities that can help you grow your audience or customer base. Even better, it doesn’t cost you a fortune for your content to be shared.
    Organic Search (SEO)
    • Search rankings. Since users mainly use search engines to look for information when shopping for products or services, producing quality and optimised content on a regular basis can quickly increase your search engine positioning and results.
    • Citations and Link building. As you start ranking on search engine results pages (SERPs), you can expect backlinks from high-quality sites to follow.
    • Online reviews are among the biggest influences on consumers' decision-making and aid your organic SEO positioning
    Paid Search (PPC)
    • Brand awareness. Your ads appearing on top of SERPs means instant brand exposure and recall for target users.
    • Lead generation and conversions. As with SEO, prospective customers are looking for solutions to their problems but the difference is that PPC involves less work. With PPC you can target your ads to appear in front of motivated buyers based on their demographic or location without the nitty-gritty of on- or off-page SEO - however you do need to consider financial budgeting more.
    Mobile
    • Increase in sales. Mobile marketing a core strategy especially if you’re in the retail business - think phones, phablets and smart watches - for now!.
    • Creating demand for your product/service while driving brand value. Modern consumers prefer businesses who can deliver the information they want or need in real time, straight into their mobile devices.
    • Voice Search - Leverage a whole new way of optimising your online presence for local customers who's signals are showing intent to buy quickly.
    Display Ads
    • Brand awareness. Since your ads are distributed via the Google Display Network (GDN), you can gain access to millions of sites across the web, each with their own set of audience.
    • Sales and conversion. When done correctly, your ads can compel visitors to pursue an action that you want them to take, whether it’s to buy your product, service, course or download your business app.
    Video Marketing
    • Audience engagement. Video appeals to 54% of consumers. Using video, you can be sure more people will be watching, liking, and sharing your content extensively.
    • SEO boost. With your video getting a great deal of online exposure, you can expect an increase in your search ranking and website traffic too - as such it's worth taking the time to optimise the title and description too.

  • Creating Your Digital Marketing Strategy

    There are many different strategies you can use to launch your digital marketing plan, so there is no one size fits all approach to your digital marketing strategy either. It's important that you keep your critical thinking while following our suggestions and tips below so that you can visualise how they might resonate with your brand. Depending on your goals and your digital marketing channel, you might just focus on one strategy or use a combination of digital marketing tactics - but we suggest leaving lots of room for experimentation and creativity, and staying open-minded
     
    Before we break down some of these strategies - we recommend you run a Free Local SEO Report to find out how your business search presence compares to the local competition online

  • Digital Marketing Strategy Guide ... The Secret Sauce !

    As your reward for reading this far we have decided to share a digital marketing strategic tips and tricks ...

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