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