Marketing is all about connecting with the right audience at the right place and right time. With the number of people spending time online increasing on a daily basis, digital marketing has become every marketer’s new bread and butter.
Traditional marketing has become a thing of the past. With real-time tracking in the digital world, one no longer has to re-create new campaigns altogether to make adjustments & changes to improve performance. One can track performance online and adjust the content as and when needed, leading to maximized performances and boosted ROI.
To effectively plan your company’s digital marketing strategy, we have prepared a list of guidelines that we as an agency follow.
1. Know what you want
Identify and set your business and marketing goals. Make sure your digital marketing goals align with your overall business goals. For example, if your business goal is to increase online revenue by 20%, your digital marketing goal should be to drive 50% more traffic to your website.
Goals should be SMART – Specific, Measurable, Action-Oriented, Relevant and Time Bound
A key step here is to identify the KPIs (Key Performance Indicator) to measure your goals. Tools like Google Analytics, Facebook Insights can help you track your traffic, conversions, engagement etc.
2. Develop your buyer persona
The best digital marketing agencies base their strategies upon buyer personas.
They suggest you put your audience at the heart of your digital marketing strategy and cater to their needs. Develop a personality of your ideal buyer using the demographic and psychographic factors, identify the problem you are solving for them and cater your communication message accordingly.
Side note – While developing your buyer persona, it is also the ideal time to identify people who will be of influence to your audience. This will help in your influencer marketing strategy later on.
3. Analyse your past mistakes and current digital assets
Before delving deep into your new strategy, analyse your past efforts and make a list of what worked and what did not. This will help you avoid repeating mistakes and set the best goals and KPIs for your business. Additionally, do a competitor analysis as well to understand their online activities.
Along with this, doing an audit of your current digital assets to see which platforms are working for you and which are not also helps. From the competitor analysis, you will also know which platforms are working for companies in similar industries, and this will help you to plan your channel strategy.
4. Know your budget and team
This is an important step, which a lot of people tend to skip out on. It is very important to know at the beginning what your digital marketing budget is and allocate it to channels accordingly. Your analysis in the previous steps will help in adequate allocation of the budget across the various channels.
It is also very important to monitor the human resources you have for executing your digital marketing strategy. Look at your current team and assess whether they will be able to handle it internally or you will need to outsource to a digital marketing agency. You might also need to hire a person or two internally and figure out if your budget permits you to do so.
5. Bring it all together
Once all the planning and research is done, it is time to map out the series of actions that you are going to take. Create a content marketing plan and plan it in a calendar, having distinct timelines for each activity.
Continuously monitor all of your marketing efforts and take actions to adjust your plan. Be flexible in your planning.
Now that we have covered the essentials of planning a digital marketing strategy, what are you waiting for? To know more in detail about strategy and digital marketing, you can get in touch with us at email@example.com