The internet has become the lifeline of the present generation. Old to young, everyone is glued to their screens, browsing search engines, shopping online and engaging on social media. The level of connectivity and the comfort of making transactions have made it a necessity. Unsurprisingly, marketers are leveraging its high level of penetration to reach their target audience affordably.
Digital marketing has gained prominence rapidly because of its easy implementation, high conversion rate and measurability. Every business needs to create a digital marketing strategy structured on a step-by-step process, starting from setting goals to tracking performance. Let us help you build the strategy with the help of the steps given below.
Identifying the destination makes planning the journey easy. Thus, the first step of structuring a digital marketing strategy is to set goals that are SMART (specific, measurable, attainable, relevant and time-bound). For example, if you want more signups for the company newsletter, the SMART goal will be to increase signups by achieving a 5% increase in click-through rates of social media campaigns in one month.
With SMART goals, you can measure the performance of your marketing efforts and ensure you are using your resources effectively. Also, these goals give you the roadmap for preparing the plan and the approach needed to achieve the objectives.
After setting up the goals, Gold Coast SEO experts start analysing and assessing the market they wish to capture. It helps them understand where they stand in comparison to their competitors. Evaluating your competitors’ digital marketing helps determine the reason behind their popularity.
It also helps to identify their strengths and weaknesses and the same factors for your business. Thus, the marketer becomes better equipped to outperform competitors and draw customers’ attention. It helps fill the gaps in the market and succeed.
Digital marketing allows the business to target specific segments of the audience to ensure precise persuasion of the buyers. Although it has the capacity to reach a global audience, it can be directed at the sections that are more likely to buy. Thus, marketers must build a buyer’s persona to identify the ideal customer for the business.
Research the geographic location and survey the audience to understand their demographics and psychographics. It should also include information about their motivations, preferred media channels, personality traits and the problems they face.
Marketers must check the existing digital media channels being utilised and how they are performing. They must reschedule their media planning after analysing the buyer’s personas to target them specifically. The goals must be kept in mind to identify the tactics to grab attention and increase brand visibility.
Choosing the right platforms requires analysing the time spent by your target audience on each channel. Identifying the platforms used by the competitors can help in this regard. Check the type of content consumed and shared by the buyers and locate the channels that help in generating maximum leads and conversions. The data helps in devising the marketing strategy.
Marketers use business goals and customer profiles to build their content plans. It defines the type of content that will be used to engage with customers, the distribution method and the frequency. Looking at popular content online helps in coming up with marketing ideas. SEO experts in Gold Coast pick the right keywords to enhance rankings and build a content calendar.
The commonly used content tools include email marketing, website blogs, webinars, whitepapers, different types of video content, posts for social media, infographics, images, paid ad campaigns on search engines and social media, etc. The buyer’s persona will define the channel, and their media usage will determine the frequency of uploading new content. The focus should be on creating unique, valuable and share-worthy content that makes an impact on the audience.
The digital medium is burgeoning with a wide range of channels. Also, the need to constantly engage with customers on social media makes it challenging to keep track of every platform. Thus, marketers utilise automation tools to reduce the workload and save time.
Tools like Customer.io, Mailchimp, Hootsuite, etc., are actively used by marketers to maintain consistency in the messaging and allocate resources and budgets to different campaigns. It helps reduce costs and boost ROI on digital marketing for businesses. Marketers need to ensure that they follow all the best practices and are aware of the new updates in digital marketing to stay ahead of the competition.
Executing the content plan does not determine its effectiveness in customer acquisition or conversion. Thus, every marketing activity should have a performance benchmark. For example, paid ads on Google should increase website traffic by 13% in one month. These performance indicators should be aligned with the business goals.
Assessing the results will help determine whether the campaign or activity performed as expected or failed to grab attention. Without these indicators, it is not possible to measure the success of the digital marketing strategy and its impact.
Digital marketing extends the advantage of assessing the results and making required changes immediately to avoid losses. If the campaign is not generating leads, it can be instantly removed and then upgraded to grab eyeballs. Marketers also utilise A/B testing to identify the problem areas and use key tactics to measure advertising effectiveness.
The analytics software and the reports provided by the channels give details about click-through rates, number of impressions, conversions, website traffic, etc. It gives the marketers the leverage to do away with unresponsive activities and invest more in tactics that increase engagement, visibility and brand recognition.
Technology has changed the way businesses converse with buyers. It has helped in enhancing personalisation and precise targeting of the target audience. Automation is another benefit that makes the task effortless and cost-effective. Thus, marketers should use the steps mentioned above to structure their digital strategy.