- On November 20, 2017
- 0 Comments
- Digital Marketing, strategy
Do you have a strategy?
A strategy that explains what you are trying to accomplish, how it is going to be accomplished, and how you measure success? If not, then you have got a problem. A strategy is not having a Facebook strategy or Instagram strategy. Those are channels. A strategy is a singular principle that drives how to use tactics on specific channels and why. Successful marketing is holistic: it considers every channel, from email to search to social media. It is also focused: on the business core values, customers, and goals. What keeps all these moving parts in check? An effective strategy. And here are a few suggestions for setting a strong digital marketing strategy.
1. Know what you want (& set the objective)
Define your business’ overall mission/objective first – your digital marketing mission must fit into your grand plan. What is the overriding objective you want your digital marketing efforts to achieve? When setting future objectives for marketing such as in a marketing plan it is useful to look hard at each measure and ask “is it essential?”. The SMART mnemonic helps as a test or filter which you can use to assess the quality of measures. SMART is:
Specific – Is the detail in the information sufficient to pinpoint problems or opportunities? Is the objective sufficiently detailed to measure real-world problems and opportunities?
Measurable – Can a quantitative or qualitative attribute be applied to create a metric?
Actionable – Can the information be used to improve performance? If the objective does not change behaviour in staff to help them improve performance, there is little point in it!
Relevant – Can the information be applied to the specific problem faced by the marketer?
Time-bound – Can objectives be set for different time periods as targets to review against?
2. Analyse your digital marketing achievements and past
You do not have to go into the planning period in the dark. Analyzing your digital marketing strategy’s past success and failures can help you focus on setting the best KPIs for your business. Choose a time period you would like to analyze, for example, decide on whether you are going to analyze the previous year, quarter or month. You can ask yourself these questions to get a better picture of your digital marketing. Which types of messages (like text-based status updates, blog posts, videos, podcasts, etc.) are performing best with your audience? How frequently are your marketing materials being shared virally amongst users?
3. Examine your target audience
After you have identified your current visitors, you are going to want to ask yourself whether or not they are your target audience. If it turns out that they are, then you are doing an amazing job.
But consider the following: What have you been doing correctly to attract this group? Was it your site content? Was it smart targeting on social media? Have you had success with advertising? Focus your time, energy and funding on continuing to improve the channels which have proven to be most successful in engaging your target audience.
There are only a few steps to starting your digital marketing strategy. In conclusion, by planning your content, you can target specific markets across the right channels and extend beyond your initial post. Feel free to modify, to make your plan work for your business, do not be afraid to fail. Learning from your attempts and applying those lessons will increase your effectiveness, as long as you know why it failed and what to do about it. Also, always let data be your guide. There will be no shortage of articles and headlines shouting about the next big marketing revolution. Evaluate them in terms of what works for your business.
Writer: Eivile Asirovaite