How to Create a Digital Strategy

Digital Strategy

How to Create a Digital Strategy

17th May 2018 by Roger Martin

How to Create a Digital Strategy

17th May 2018 by Roger Martin

Digital Strategy

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.


Step 1: Define your goals

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.


Step 2: Understand your target audience

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.


Step 3: Know your digital channels

 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.


Step 4: Develop a content plan

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.

Step 5. Monitor and measure results

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.

At Star Digital, we can support you in creating a digital strategy to help achieve your business goals, call our friendly team for more information on or 01604 696385.

Why Digital should be in your Marketing Mix

Google and the marketing mix

Why Digital should be in your Marketing Mix

26th March 2018 by Roger Martin

Why Digital should be in your Marketing Mix

26th March 2018 by Roger Martin

reasons why digital marketing

So you’ve handed over your Instagram account to the resident office millennial and had a quick poke around AdWords. You’ve sent a few emails and have the feeling you should be blogging more regularly, but deep down you’re not really sure what the point of it all is.

Of course, we completely get digital marketing (for that, read we’re absolutely obsessed with it), so thought we’d preach to the not-quite converted about why digital marketing should be a key player in your marketing plan.

There’s a whole bunch of digital marketing tools that you can use to promote your brand:

  • content marketing and SEO
  • organic, local and paid search
  • social media
  • email marketing
  • your blog

Choose the best combination of  these to direct people to your website from all over the internet, e.g. through a friendly chat on social media, by posting informative blog content and Youtube videos and by sending targeted and personalised email campaigns. You can even remind people what they were browsing for with remarketing ads – here’s a geeky stat for you: 70% of users who revisit your website through remarketing are likely to convert (CIM 2018).

Just make sure your campaigns work as well on phones as they do on laptops, and check that your message and tone of voice are consistent so that your brand is immediately recognisable across all channels.

One of the beauties of digital is that it’s cheap. Cheap is obviously a pretty subjective word, but there’s no denying that digital marketing is less expensive than traditional advertising.  TV and magazine adverts may be out of your reach, so why not replace TV ads with YouTube vids and magazine ads with blog posts? Better than cheap, digital marketing is cost-effective. You can test and target different audiences to find out exactly what works and save money by promoting your brand to people who are genuinely likely to buy from you.

Digital marketing also lets you measure how well your campaign is performing. Reports from Google Analytics, your email platform and Facebook Page Insights, for example, show you exactly which campaigns your customers are engaging with and which ones might need some work. The amount of data presented can be pretty daunting, but if you’re a Google Analytics newbie, you could focus on

  • how may unique page visitors are you getting?
  • where are your visitors coming from? Is it a Google search, a link in a personalised email or a Facebook post?
  • how many people actually clicked on your ads and how much did each click cost you? Did these clicks turn into conversions?

Check your bounce rate and average time on site too to find out if people are finding your website content relevant.

Social media often goes hand in hand with digital marketing, and it’s a great tool to find out what people are saying about you (or to monitor brand sentiment, if you fancy a bit of marketing jargon). Build rapport and show customers that you care by engaging with them online. Chat with customers to nip any issues in the bud – even if you don’t do social media, your customers probably do and it’s better they raise any concerns directly with you rather than having a good old Facebook rant to everyone else. One thing to bear in mind is vanity metrics – it’s hugely flattering to see your number of Likes and Followers rise, but are these actually getting customers to your site (and ultimately to your checkout)?

Worried about biting off more than you can chew? Give our friendly team a shout to find out more about our digital marketing services. You can call us on 01604 696385 or email us at

5 Content Marketing Trends to Look for in 2018

Trends Content Marketing 2018 Rapid innovations in technology have begun to fully take over our lives and are now taking over our content marketing. 2017 was the year of influencer marketing, mobile video, marketing automation and introduction of chatbots. These content marketing trends are still very much popular today although new advanced trends are being introduced in 2018.  
  1. Live video & live streaming on social
Live streaming was introduced towards the end of 2017 and it is anticipated that it will become more popular in 2018 with all major social media platforms adapting to this trend and the majority of social users utilising it on a regular basis. According to Smart Insights, people are more attracted to videos than still images because of the deeper attachment they experience from visual elements which encourages them to interact more with them. Video is already a huge part of content marketing, although live streaming in becoming increasingly popular. People spend more than 3x more time watching a Facebook Live video on average compared to a video that’s no longer live. Read our latest blog post on the rise of videos on landing pages.   
  1. Content will become more personalised
Over the past few years, personalisation has become preferential, it appears to be more effective targeting customers personally and using names than using generic content. The goal for 2018 will be to move away from the traditional content and implement a more dynamic content. This will create a unique experience for consumers that will effectively match their specific requirements and needs. It has been predicted that the majority of large tech companies in 2018 will invest in creating personalized experience through customer profiles, as leading ecommerce store, Amazon have already started to implement. Content that is more personalised and based on targeted user personas are more likely to be read, as it appears more relevant to viewers.  
  1. Interactive visual content will become more popular
 Approximately 3.2 billion photos are shared every day on major social media platforms such as Facebook , Instagram and Snapchat. Visual content is an important part of content marketing, visual content engages more with users so interactive content that users can actually engage with is highly effective to catch your target audience’s attention. Over 37% of marketers have said that visual marketing is one of the most important forms of content in their organisation. Organisations are starting to include fun and informative surveys and quizzes in their campaigns to help interact with their viewers and for them to feel more involved with the company. It also gives the company an accurate view of the amount of people who have shown interest in the campaign. The Airbnb visual map is an example of an interactive visual representation where users can see where other guests are staying around the world. The map is visually inspiring and fun for users to navigate round.   Airbnb visual interactive map  
  1. Rise of augmented reality
 Augmented reality is a quick and engaging way for marketers to successfully connect with their target audience. It provides users with a view of a physical environment with elements from a virtual world. Apple has already incorporated augmented reality experiences in their smartphone devices for example in the iPhone 8 and iPhone X by using mobile apps that make real world tasks easier and more precise. Social media platforms like Facebook have started to engage and introduce AR into their platform by launching augmented reality image filters and interactive experiences to its Camera Effects platform. As it continues to rise, it has been revealed that augmented and virtual reality will generate $150 billion in revenue by 2020.  
  1. Smart content for Artificial intelligence
Although major companies such as Google have been using artificial intelligence for the past few years, AI has started to be used for marketing by helping brands to enhance the customer experience. With the increase of virtual assistants such as Siri on Iphone, Cortana on Google and Alexa from Amazon, interactive voice-activated devices are becoming part of every day life and we believe it will only get bigger in 2018. Many companies are trying to find new ways to apply smart technology to their content marketing campaigns to produce innovative and interactive experiences for customers to effectively engage and connect with them. As content marketing continues to rise over the next few years, further technology will be introduced and dominate content marketing trends. We will be definitely seeing more innovative technologies heavily influencing content marketing in 2018. We offer content marketing services to ensure you stay ahead of the emerging trends and remain above your competitors. Call our friendly team on 01604 696385 or email us at