Digital Marketing Strategy

If you have an existing website, you should get a professional Website Audit. A website audit will reveal issues affecting your user experience and how well your website has been optimised for search engines.

You should definitely put fixing issues found in an audit of your site as one of your goals in your Digital Marketing Strategy.  We offer a free, no obligation Website Audit which you can get even if you want to start on your Digital Marketing Plan yourself.

Make a list with the following headings and follow the tips further down in these FAQ for each of them:

1. My Overall Business Goals.
2. My Individual Business Goals.
3. The Unique Value Proposition for my business.
4. Digital media tactics to use.
5. How I will use each digital media tactic. (After considering your budget, skills, resources and tools, itemise what you will do for each digital media tactic you choose to you.)

Your goals need to be tailored to your specific business needs and objectives. The goals you set should be  SMART: Specific, Measurable, Attainable, Relevant, and Time-bound

Overall goals that could be set in a digital marketing strategy are:

• Increase website traffic by 15% in six months
• Generate 50 new leads per month from social media
• Boost online sales by 15% in one year
• Grow brand awareness and reach by 20% in three months
• Improve customer engagement and retention by 10% in six months

Individual goals you could set for each digital marketing channel or tactic are:

• SEO: Rank on the first page of Google for 10 target keywords
• PPC: Achieve a click-through rate of 3% and a conversion rate of 10% for your ads
• Email: Increase open rate by 15% and click rate by 10% for your newsletters
• Social media: Gain 1000 new followers and 100 likes per post on Instagram
• Content marketing: Publish 20 blog posts and 10 videos that generate at least 1000 views each
• Video marketing: Create a video that gets 500,000 views and 5,000 shares

A UVP (unique value proposition) is a statement telling your potential customers who you are as a business, how you differ from your competition and what unique value you provide. A UVP can help you attract and retain customers, stand out from the crowd and communicate your brand identity. 

When thinking about your UVP, you need to follow some steps:

• Review your products or services and identify what problems they solve, or what benefits they offer to your customers.
• Research your target market and make sure you understand their needs, wants, pain points and preferences.
• Analyze your competitors and find out what they offer, how they position themselves and what gaps they leave in the market.
• Craft a single message that summarises who you help, how you help them and why you are different or better than others.
• Test your UVP with your existing customers and get feedback on how clear, compelling and convincing it is.

You may be aware of the following UVP’s associated with these businesses:

• Airbnb: Airbnb is a home-sharing platform that allows people to rent out their homes to travelers. Their unique value proposition is that they offer a more affordable and authentic alternative to traditional hotels. Airbnb hosts are often locals who can provide guests with insider tips on the area, and they can also offer a more personal and homey experience than a hotel.
• Canva: Canva is a graphic design platform that allows users to create professional-looking designs without any prior design experience. Their unique value proposition is that they offer a wide variety of templates, fonts, and images that users can use to create their designs. Canva is also very user-friendly, making it easy for anyone to create great-looking designs.
• Uber: Uber is a ride-hailing service that allows users to request a ride from a nearby driver. Their unique value proposition is that they offer a more convenient and affordable alternative to traditional taxis. Uber rides are often cheaper than taxis, and they can be requested with just a few taps on a smartphone.

Your target audience is the group of people most likely to be interested in your product or service. You can use one or more ways to identify your target audience:

• Analyse your current customers and social channel followers. You can use tools like Google Analytics and social media insights to learn more about their demographics, interests, behaviors and preferences. You can also conduct surveys or interviews to get direct feedback.
• Research your competitors and their customers. Observe what kind of products or services they offer, how they position themselves in the market and who they target. Look at their reviews, testimonials and social media engagement to see what their customers like or dislike about them.
• Define your value proposition and unique selling points. You can clarify what problem you solve or what benefit you provide for your customers, and how you differ from other alternatives. This will help you attract and retain customers who value what you offer.
• Segment your market based on various criteria. You can divide your potential customers into smaller groups based on factors like age, gender, location, income, education, occupation, lifestyle, hobbies, values, needs, wants, pain points and challenges. This will help you tailor your marketing messages and strategies to each group.
• Create buyer personas for each segment. You can create fictional profiles of your ideal customers based on the data and insights you have gathered. Give these fictional profiles names, photos, backgrounds, goals and motivations. This will help you humanise your target audience and empathise with them.

Digital media tactics you could utilise include:

• SEO (search engine optimisation): optimising your website and content to rank higher on search engines like Google and Bing using search engine optimisation.
• PPC (pay-per-click) advertising: placing ads on search engines, websites, or social media platforms that you pay for only when someone clicks on them. Paid advertising can be brilliant at targeting your ideal customer when it is done well.
• Email marketing: sending personalised and relevant messages to your subscribers or leads via email.
• Social media marketing: creating and sharing content on social media platforms like Facebook, Instagram, YouTube, LinkedIn, Twitter, TikTok etc.
• Content marketing: producing and distributing valuable and engaging content such as blog posts, videos, podcasts, ebooks, etc.
• Video marketing: using videos to showcase your products or services, tell stories, educate, entertain, or inspire your audience.
• Influencer marketing: partnering with influential people or brands who have a large, loyal and engaged following on social media or other platforms.
• Mobile marketing: reaching your audience through devices such as smartphones or tablets using apps, SMS, push notifications, etc.

Think about:

• Your marketing goals: what do you want to achieve with your digital marketing strategy? Do you want to increase brand awareness, generate leads, drive sales, or improve customer loyalty?
• Your target audience: who are you trying to reach with your digital marketing strategy? What are their demographics, interests, needs, pain points, and preferences? Where do they spend their time online and how do they consume content?
• Your unique value proposition: what makes your product or service unique and valuable for your target audience? How do you solve their problems or fulfill their desires? How do you differentiate yourself from your competitors?
• Your budget: how much can you afford to spend on your digital marketing strategy? How will you allocate your budget across different digital media tactics? How will you measure the return on investment (ROI) of each tactic?
• Your resources: what skills, tools, and platforms do you have access to for implementing your digital media tactics? Do you have an in-house team or do you need to outsource some tasks? How much time can you devote to each tactic?

After considering these factors, you can evaluate each digital media tactic based on its reach, frequency, cost, impact, and suitability for your objectives, audience, message, and creative. You can also use tools like Google Analytics, Facebook Insights, or Sprout Social to track and measure the performance of each tactic and optimize them accordingly.