How to develop a successful digital marketing strategy
When it comes to developing a successful digital marketing strategy, you need a strategy to help you set goals and actions to meet your goals.
It is common that when you start a new business you establish a series of goals to achieve. And to fulfill them, you must develop an action plan to help you achieve them. That is a strategy. For both the offline and online worlds, it is essential to develop one to plan, order, carry out, and control those actions that will help you achieve your mission. Especially in the online world, it is essential to develop an effective strategy. Luckily you have many tools for this. This article will show you how you can create your own digital marketing strategy step by step.
In the world of marketing, there are a lot of concepts that contribute and are part of digital strategies. These can be SEO Copywriting, Content Marketing, Analytics, SEM, among many others. And it can be very confusing and overwhelming to identify where to start. That is why it is very important to start by identifying a few things:
Your mission and your goals
This is the basis of any marketing strategy, be it digital or offline. Start by identifying who you are as a company, what you have to offer, your differential factor, and, above all, your purpose as a brand.
This is your starting point for whatever plan to undertake. It is very difficult to convey a clear message to your potential clients if you don’t know who you are. And in the course of that identity discovery, it is also important to recognize our strengths and weaknesses compared to our competition. This will help us identify where we stand and how we stand within our market, but we will see that later.
Then you must define specific, measurable, achievable, relevant, and temporary objectives (SMART). These are the key to later identifying what actions must be taken to comply with them. For example: if you want to increase your conversions by 10% the following month, you should know how to generate tasks that help you obtain the desired results and measure their performance. Here, analytics and different action plans will come into play, such as an SEM strategy.
This comes hand in hand with identifying who you are and what your differential factor is. Knowing who is competing in your field for customer service is essential.
Once you have identified your Strengths, Weaknesses, Opportunities, and Threats ( SWOT ) you will know how you stand as a company. But you must also know those of your competition to understand what they do well and where they fail. This will let you know what you can do to do better than them. Then, when customers decide to buy, they will know who to choose.
Your buyer persona
If we review the concept of buyer persona, it is a semi-fictitious representation of your ideal client. It must be made up of a series of demographic and psychographic data. These must be real so as not to leave room for erroneous speculation.
Your buyer persona can be created from research or surveys that allow you to acquire this data: location, age, income (ideally). If you have analytics, knowing where your website or social media traffic is from will help you target those specific areas. This data is known as demographics and allows you to see your potential customers’ age range. It also tells you the financial capacity to purchase your products or services (this information will be used in your favor to recommend certain items based on their capabilities).
But there are other types of data that are just as important as those described above. This data has to do with your clients’ needs, problems, and interests (psychographic data). This will allow you to know for what purpose the person performs a search related to your articles or services; what is the problem you want to solve or, failing that, interest in acquiring it. Here you must stand out from the competition to be the one who solves their problems or satisfies their need.
You will get this data from interaction with customers, vendors, and customer service representatives. Collect all this information to create a buyer persona, personalize your marketing strategies, and then adjust them to the different stages of the journey (discovery, consideration and decision).
This is where your battlefield strategy will come into play. Choosing the right channels to develop your online presence and your digital marketing strategies is a key step in your action plan. Three very important groups must be identified:
These are the most common at the beginning. It can be your website, your brand’s social networks. These channels are the ones that your company manages 100% without third-party interference.
These means are those that you have obtained after the time has elapsed. When your audience has grown enough, and your customers have recommended you through word of mouth and generated content on their own. These are those obtained through the recognition of your brand and your public relations. The famous influencers who recommend your content can also have interference here.
There is not much science in these. They are the spaces that you have acquired through a payment. Either with advertising content from Google Ads, paid publications to influencers on social networks such as Instagram or advertisements on audiovisual platforms such as YouTube. Also, on websites related to your field.
You can use paid ads to increase your traffic to generate media in the future. You can use these channels based on the needs of your business. Expand your audience, try to relate in another way with your potential clients or approach the reference platforms of your field with a reach greater than yours to make yourself known.
It is essential that you keep a record of the platforms you operate and the performance of each one, and then carry out an analysis and identify which one or which are the most appropriate for your business.
Keeping a record with dates and managers will allow you to order the work. Having an organized calendar with the tasks to be carried out in your plan will allow you to identify when they will be done and if it is not done, ask the person in charge why it was not done.
This will also allow you to organize yourself better and optimize time to later be able to analyze these actions correctly.
Once the action plan has been made, it is essential to perform an analysis of its performance. If it worked as expected, and if it didn’t, identify why. This will make you thin and consider what actions need to be reformulated or modified and what others work to continue replicating in the future.
This is the ABC of digital marketing strategies. Although it may sound easy, it may not be, and if you need help, it is best to invest in a consultancy that can give you a hand to develop it.
Kobe Digital is here to help you. We know that digital marketing is a universe unto itself, and there are endless tools that can help you grow your business. That is why we have specialized in helping you optimize them and get the best out of them without being a headache.
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