Are you looking to promote your company digitally but are not sure where to start? First things first you should look at creating a digital strategy to help you achieve your business goals.
With traditional marketing becoming less popular for many businesses and more companies turning to digital methods to promote their products/services, it is important that you have a simple plan to help keep you on track.
Our expert guide will help you to create a digital strategy for your organisation.
Firstly define your goals and what you want to achieve from digital. This could cover brand awareness, or promoting a new or existing product, sales or enquiries/leads.
When you have chosen your objectives, this will determine the rest of your digital strategy plan including the audience and best channels to use.
It is important that your goals are SMART (Specific, Measureable, Attainable, Relevant and Timely). When defining your digital marketing goals, they should align with your overall business objectives.
Next, you need to understand your target audience. As well as identifying who your target audience are you need to understand their needs.
You can determine who your audience are by looking at your current customer base and understanding common characteristics and interests between them. It is likely that similar people could take an interest in your product/service.
You should also look at choosing specific demographics and psychographics to target such as age, location, gender, occupation, personality, attitudes, behaviour and interests. Determine how your product/service will fit your target audience’s personality and lifestyle.
By successfully defining your target audience, you can then learn what channels to utilise.
As mentioned in the previous step to know what channels to use, you need to know the channels that your target audience use.
There’s no point in using channels that your audience are not using otherwise you won’t be able to reach them effectively and you will be wasting effort on channels that won’t result to anything.
Social media is a great option to reach a wide number of people. Depending on your target audience, you can experiment with using channels such as Facebook, Instagran, Twitter, LinkedIn or Snapchat.
Google AdWords is also a great platform to target a wide audience in various locations. By experimenting with different options on AdWords such as display, search and shopping you can target people at different stages of the buying cycle.
Email is a great way to build loyalty with your customers. By consistently emailing your customers with promotions and updates helps your database stay loyal and engage with your business frequently.
A content strategy will help you keep on track with your digital. Content marketing is important for any business wanting to promote their products/services to a specific target audience. Content marketing is said to generate conversions six times higher compared to other methods of marketing.
A detailed content strategy outlining the process of planning, developing and managing the content, this includes the content creation, distribution and engagement.
The content marketing plan will help you to determine the best content to use to reach your target audience and the steps taken.
To make sure your campaigns are being measured and monitored to ensure you are receiving the best results possible.
Results can be measured on platforms such as Google Analytics, here you can monitor the traffic to your website and the source of the traffic.
Social media campaigns can be monitored in the built-in analytics tools on the social media platforms such as Twitter Analytics and Facebook Insights. If you are creating paid ads on Facebook, you can monitor the activity of the campaigns on Facebook Ads Manager. Do your campaign results match your kpis set? This will be an indicator as to whether the campaigns have worked well or not. If a campaign has performed well then be sure to create campaigns similar to achieve the best results.
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