How to Develop a Digital Marketing Strategy - Part 1
by j-nevil in Circuits > Websites
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How to Develop a Digital Marketing Strategy - Part 1
This is part one of two on how to go about developing a digital marketing strategy. For more information or to find the second half
of this content, follow me today.
What is a digital marketing strategy?
A digital marketing strategy utilises a mixture of channels online in order for a company to hit target sales and conversions. A strategy can help a company to drive potential customers and clients to their website in order to gain exposure about their services.
A strategy can enhance a brand of a company and advertise services and products through the related channels.
Reasons to have a planned digital marketing strategy:
Unsure if you are in need of a digital marketing strategy? See if you fall into one of the categories below:
1. No traffic to your website
If you are finding that you have a very limited number of visits to your website, you need to do some promotion around the web on relevant channel platforms to promote your website and drive the right visitors to your site.
2. No Conversions on your website
Do you have a lot of visitors hitting your site and bouncing back off again? Here you need to look at the user journey, the branding and the overall website design to find out why your customers are not converting on your website.
3. Competitors overrule you
Stay ahead of your competitors by devoting enough to digital marketing strategies to win back or gain some customers. The web is a big world with most companies delivering to your front door. It is not just the high street you have to beat, its every high street in the world.
4. Your channels and platforms do not sync with each other
It is difficult to promote you company if your strategy of using many different channels are not integrated with each other. When doing a bit here and a bit there, you need to combine the forces of the content you put out and promote your content on as many platforms as necessary.
5. You do not have enough resources to overcome the competitiveness of other businesses
Time is key within your company to get all of the work you need to do done in a certain time frame. There are many businesses where you promote the business and gain some customers, though do not carry on advertising and marketing and then find that you do not have any business until you find more. Here you need to have a strategy and a plan of how and when you will advertise your company and website.
6. You are not optimised and customers cannot find you
It is great that you should have a website, but are you doing everything you can in order to get it found in the top of search results? SEO and PPC help you on the path to conversions and sales, so if you are not optimised, you will have a hard job being found in search engine.
of this content, follow me today.
What is a digital marketing strategy?
A digital marketing strategy utilises a mixture of channels online in order for a company to hit target sales and conversions. A strategy can help a company to drive potential customers and clients to their website in order to gain exposure about their services.
A strategy can enhance a brand of a company and advertise services and products through the related channels.
Reasons to have a planned digital marketing strategy:
Unsure if you are in need of a digital marketing strategy? See if you fall into one of the categories below:
1. No traffic to your website
If you are finding that you have a very limited number of visits to your website, you need to do some promotion around the web on relevant channel platforms to promote your website and drive the right visitors to your site.
2. No Conversions on your website
Do you have a lot of visitors hitting your site and bouncing back off again? Here you need to look at the user journey, the branding and the overall website design to find out why your customers are not converting on your website.
3. Competitors overrule you
Stay ahead of your competitors by devoting enough to digital marketing strategies to win back or gain some customers. The web is a big world with most companies delivering to your front door. It is not just the high street you have to beat, its every high street in the world.
4. Your channels and platforms do not sync with each other
It is difficult to promote you company if your strategy of using many different channels are not integrated with each other. When doing a bit here and a bit there, you need to combine the forces of the content you put out and promote your content on as many platforms as necessary.
5. You do not have enough resources to overcome the competitiveness of other businesses
Time is key within your company to get all of the work you need to do done in a certain time frame. There are many businesses where you promote the business and gain some customers, though do not carry on advertising and marketing and then find that you do not have any business until you find more. Here you need to have a strategy and a plan of how and when you will advertise your company and website.
6. You are not optimised and customers cannot find you
It is great that you should have a website, but are you doing everything you can in order to get it found in the top of search results? SEO and PPC help you on the path to conversions and sales, so if you are not optimised, you will have a hard job being found in search engine.
Determine Where Your Company Is in the Digital Marketing World
Knowing where you are is a small step to where you could be. There is no reason why you can’t start small and work your brand up to be as big as Apple, Ebay or Amazon.
Look at where you advertise online. Do you promote your company through twitter, Facebook or other means of social media? How are you marketing your services or products?
Find out where people talk about your brand online. You can do this by searching your brand name in Google and viewing the websites that talk about your brand. The results usually show websites that link to your website pages and who mention your brand.
How much business do you get through your website? Do you have enough business that you get a small profit, a large amount of profit, or no profit at all. If you’re not making any profit, your digital marketing strategy is not working for you and you need to re-think about how to market to the right audience.
Look at where you advertise online. Do you promote your company through twitter, Facebook or other means of social media? How are you marketing your services or products?
Find out where people talk about your brand online. You can do this by searching your brand name in Google and viewing the websites that talk about your brand. The results usually show websites that link to your website pages and who mention your brand.
How much business do you get through your website? Do you have enough business that you get a small profit, a large amount of profit, or no profit at all. If you’re not making any profit, your digital marketing strategy is not working for you and you need to re-think about how to market to the right audience.
Find Your Target Audience
There are too many competitors for you to outreach to online. It is impossible to get anywhere without a fixated target audience of whom you want to sell to. Decide from your products or services who you want to reach?
Who are the people that are most likely to want to buy or use your services? Think outside the box of the niche target audiences that may be interested in what you have to offer in the way of your services or products from your company.
Find where you target audience hang out online and which channels or platforms your potential customers use. Look at forums, chat rooms, social media websites, blogs, question and answer websites and social bookmarking platforms your marketing could take advantage of. These channels will help determine where you should be engaging online.
Who are the people that are most likely to want to buy or use your services? Think outside the box of the niche target audiences that may be interested in what you have to offer in the way of your services or products from your company.
Find where you target audience hang out online and which channels or platforms your potential customers use. Look at forums, chat rooms, social media websites, blogs, question and answer websites and social bookmarking platforms your marketing could take advantage of. These channels will help determine where you should be engaging online.
Develop a Brand to Appeal to Your Target Audience
How many times have you hit a website that looks a bit dodgy or a website where you have never heard of the brand before? Your brand is the one marketing tool that will get customers to buy your products and services. This is the main reason why it is important to get your brand out and talked about on the World Wide Web. If someone is unsure of a brand before they buy from a website, they are likely to look up reviews or see what platforms they can find the business on to find out more information about the brand.
Do you have a USP? A unique selling point will make you different from all of your competitors. Whether it is offering free delivery, cash back on orders over a certain amount, 10% off when you book a service before a certain time or putting a guarantee on your products and services, you should offer the customer that little something extra to make them convert with you rather than one of your competitors.
Is your brand focused? Does it appeal to the right target market? Will people recognise your logo? Do you have a specific message to convey about the way in which your company provides its services? What does your brand say about you? If it doesn’t say anything, there is no worth to your brand, and a re-brand will help you to navigate into the right audience for your business.
Do you have a USP? A unique selling point will make you different from all of your competitors. Whether it is offering free delivery, cash back on orders over a certain amount, 10% off when you book a service before a certain time or putting a guarantee on your products and services, you should offer the customer that little something extra to make them convert with you rather than one of your competitors.
Is your brand focused? Does it appeal to the right target market? Will people recognise your logo? Do you have a specific message to convey about the way in which your company provides its services? What does your brand say about you? If it doesn’t say anything, there is no worth to your brand, and a re-brand will help you to navigate into the right audience for your business.
Find Digital Marketing Channels That Best Suit Your Industry
There are hundreds of different platforms that you could possibly engage and promote your products and services on. Social media platforms such as Facebook and twitter have become major platforms that help to engage you with your potential customers and drive them to buy on your website.
What content do you offer to customers or those visiting your website? The key to any website is content, what can you offer that know one else does on their websites? Is it useful to your customers?
Do you have videos, pictures, written articles, blog posts, presentations or press releases about your business or products that give you customers that little bit more insight before buying or converting? How are you going to promote this information to drive traffic back to your website?
How to go about analysing which platforms will work for your company.
In each different industry, there are many different ways of promotion that work for some industries, but not for them all. The best way to find out what platforms to be on is to look at you top competitors and see what they are doing to market their company online, and how they are using their knowledge to the best of their advantage.
Analysing where you are becomes the first steps of your digital marketing strategy.
What content do you offer to customers or those visiting your website? The key to any website is content, what can you offer that know one else does on their websites? Is it useful to your customers?
Do you have videos, pictures, written articles, blog posts, presentations or press releases about your business or products that give you customers that little bit more insight before buying or converting? How are you going to promote this information to drive traffic back to your website?
How to go about analysing which platforms will work for your company.
In each different industry, there are many different ways of promotion that work for some industries, but not for them all. The best way to find out what platforms to be on is to look at you top competitors and see what they are doing to market their company online, and how they are using their knowledge to the best of their advantage.
Analysing where you are becomes the first steps of your digital marketing strategy.
Analyse Your Current Strategy
What platforms are working for you already?
By adding Google analytics data to your website, you can find out exactly where your main referral traffic is coming from. You can find what platforms are working and what ones need more work.
Looking into Google analytics and looking into the referring traffic of your website, you will be able to tell which of your campaigns are working. If you know that a lot of referral traffic has come from the marketing you have previously done on Facebook, you will be able to say that it is a campaign that is working for you. If however your traffic is bitty and from lots of different sources, it is more likely that you need to define your strategy further and concentrate on particular elements of promotion online.
Determine if you have the resources to get to where you want to be or may you look into other digital marketing methods from agencies that will help you on your way to greatness.
By adding Google analytics data to your website, you can find out exactly where your main referral traffic is coming from. You can find what platforms are working and what ones need more work.
Looking into Google analytics and looking into the referring traffic of your website, you will be able to tell which of your campaigns are working. If you know that a lot of referral traffic has come from the marketing you have previously done on Facebook, you will be able to say that it is a campaign that is working for you. If however your traffic is bitty and from lots of different sources, it is more likely that you need to define your strategy further and concentrate on particular elements of promotion online.
Determine if you have the resources to get to where you want to be or may you look into other digital marketing methods from agencies that will help you on your way to greatness.