Digital Marketing Strategy
Do you have a Digital Marketing Plan? Or are you flying blind?
We create Digital Marketing Strategies that work
In today's online world, a digital marketing strategy is essential.
Have you created your digital marketing strategy? You might know what you want to accomplish, but do you know how to actually achieve it? Is what you're doing working?
A Digital Marketing Strategy is one of the best ways to grow your business.
Digital Marketing Checklist
You need a strategy & plan
Do it before your competition
Your Digital Marketing Strategy
Set overall & individual goals
Define your unique value proposition
Identify your target audience
Choose your digital media tactics
Do you need to boost your traffic, rankings or sales?
If you don’t have a Digital Marketing Strategy, it’s like driving your business with your eyes closed.
If they haven’t already, sooner or later, your competitors will get into the digital marketing game. You can get ahead of them, by creating an effective strategy for your digital marketing.
These days people spend a lot of time online and so we are faced with a highly competitive online market. People are always online. Whether they are online randomly scrolling through their socials, wanting information, looking to be educated, or intentionally looking for a solution to their problems, our online world presents numerous opportunities for you to get your business in front of them.
A clearly defined, well-thought-out, Digital Marketing Strategy is no longer an option, but is a ‘must-have’ for businesses to survive and succeed.
Pros and Cons of different Digital Marketing tactics
Digital Media Tactic
High organic traffic potential. Long-term results. Low cost per acquisition.
Takes time to see results. Requires technical and content expertise. Constantly changing algorithms.
Immediate results. Highly targeted and measurable. Flexible and scalable.
High competition and cost per click. Requires constant monitoring and . Depends on ad quality and relevance.
High ROI (return on investment). Direct and personalised communication. Builds trust and loyalty.
Low open and click rates. Requires permission and segmentation. Risk of spamming or unsubscribing.
Social Media Marketing
Large and engaged audience. Increases brand awareness and reach. Boosts SEO and traffic.
Time consuming and resource intensive. Difficult to measure ROI. Requires consistent and quality content.
Educates and entertains your audience. Establishes authority and credibility. Generates leads and conversions.
Requires a lot of research and creativity. Takes time to produce and distribute. Needs promotion and amplification.
Captures attention and emotion. Increases engagement and retention. Improves SEO and conversions. Can be done yourself with a smartphone and using editing apps. Can be used across multiple social media channels.
Expensive and complex to produce at professional quality level. Takes practice for acceptable results doing yourself. Requires costly equipment or a good quality smartphone. Takes time to edit.
Leverages social proof and trust. Reaches niche and relevant audiences. Enhances brand image and reputation.
Difficult to find the right influencers. Risk of fake followers or negative reviews. Requires a contract or clear and ethical guidelines.
Aligns with consumer behaviour and trends. Offers location-based and personalised messages. Enhances customer experience and satisfaction.
Requires mobile-friendly and responsive design which can be costly. Involves privacy and security issues. Needs permission and opt-in options.
Digital Marketing Strategy:Frequently Asked Questions
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:
- My Overall Business Goals.
- My Individual Business Goals.
- The Unique Value Proposition for my business.
- Digital media tactics to use.
- 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.
- 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.