Introduction
A digital marketing strategy is part of a larger business plan that outlines how to reach its overarching business goals using digital channels.
A digital marketing strategy must be tailored toward specific company key performance indicators (KPIs). Core elements of creating a successful strategy include:
- Digital channels.
- Target audience and regions.
- Core messaging components.
- Budgets.
As part of a digital marketing strategy, specific channels are identified to target the company’s ideal customers and lead them toward conversion.
These channels can include (but are not limited to):
- Search engines.
- Social media platforms.
- Email.
- Websites.
- Apps.
How To Create A Digital Marketing Strategy?
STEP 1
Identify Target Audience And Build Personas
What to consider when identifying a target persona:
- Demographics
- Behaviors
- Interests
- Pain Points
STEP 2
Conduct Competitor Landscape Analysis
Key components of competitor analysis:
- What competitors are bidding on relevant keywords you’d like to target?
- How are competitors messaging their target audience?
- What channels are competitors advertising on?
- How do competitors rank organically compared to you?
- How much are competitors’ monthly digital ad budgets?
STEP 3
Determine Necessary Digital Marketing Channels
- Don’t put all your eggs in one basket – Diversify the digital channels & meet your customers where they are.
- Each channel should include its KPIs, as they all serve different purposes.
- Identify a proper measurement platform like Google Analytics to measure marketing dollars & channels.
STEP 4
Create Content & Unique Value Proposition Plan
- Create Content & Unique Value Proposition Plan
- Plan your content for each channel.
- Don’t start from scratch. Create a consistent, reusable, and reworkable messaging framework for each channel.
- Make sure your offering is unique & differentiated in the market.
STEP 5
Execute & Optimize Digital Marketing Strategy
- Launch your digital marketing strategy.
- Ensure your digital marketing strategy is ongoing, fluid, and based on performance & market shifts.
- Continuously monitor & analyze campaigns for effectiveness. Include daily, weekly & monthly checkpoints in each channel.
- Conduct monthly reports and quarterly business reviews (QBRS). Adjust/pivot strategy based on findings, if necessary.
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