5 STEPS TO A POWERFUL DIGITAL MARKETING STRATEGY

DIGITAL MARKETING STRATEGY

According to Smart Insights' Digital Marketing Management survey, 46% of brands do not have a defined strategy for digital marketing, while 16% have a strategy that is not yet integrated into their marketing activities. , But here's the thing: if you do not have a set plan, how can you expect to grow and be innovative, measure meaningful results, and learn from mistakes in the past?

It is time to stop panicking next year or next month and develop a plan that can have a big impact. We have selected the 5 key steps you need to take as the decision maker to ensure that your digital marketing efforts have a real impact on your bottom line.

1. Know what you want (and set the goal)
Enter your mission:

• First, define the mission / general purpose of your business: your digital marketing mission must be part of your overall plan.
• Answer this question: What is your primary goal in your digital marketing (for example, would you like to position your business as an online provider of computer parts in Europe)? That's your mission.

Determine your KPIs and measure them:

• Pinpoint your KPIs by identifying the numbers you need to report.
• Be realistic about your KPIs by first analyzing your previous digital marketing efforts. This will ensure your current results are boosted positively without placing too high expectations.
• Identify a method by which to measure each of your KPIs: for example, use Google Analytics to measure your conversions, your custom social network analysis to track engagement, or a tool like BuzzSumo to track the success of your KPIs rate. Your content marketing?
• Here is a handy KPI template that you can fly with: (insert target, eg Increase Traffic) in (insert number)% in (insert number of months).
• Before you start planning your KPIs, find out which steps are most important to your CEO.

2. Analyze your past (and learn from your mistakes)
You do not have to (and must) enter the planning period in the dark. By analyzing the success and failure of your digital marketing strategy, you can focus on identifying the best KPIs for your business. Therefore, you may want to complete steps one and two together.

Select a time period that you want to analyze (it is best to set this period to the same time period that you plan for your new marketing strategy). For example, decide if you want to analyze the year, quarter or year. Months.

How to analyze:

• Determine the period of time you want to analyze, and set up your Google Analytics calendar to fit that date.
• Test the Google benchmarking reports in your Analytics account to compare your progress against those of your competitors.
• Do not forget to also analyze your competitors' marketing strategy: create a spreadsheet to analyze your online activity (you can use SEMrush to identify a competitor's SEO strategy, ie H Identify which keywords have the most organic traffic You can also compare organic and paid traffic from different websites, so it's still very helpful to check how aggressive they are with your websites - paid expenses).
• Ask yourself the following question at regular intervals: Is there anything else I should not have remembered before? Do I have to try to publish my content or the image types I use?

3. Remember who you are talking to (and speak your language)
Do not let the people you want to contact get caught up in the planning. You already know who your audience is (at least we hope so), but sometimes this is the first thing a digital marketer can forget about KPI settings, budget and channel selection.

You will not make that mistake, not this time. Instead, he will put his audience at the center of his digital marketing strategy, satisfy his emotional needs and satisfy his deepest desires. How? Of course, by creating well-developed and thoughtful people.

Develop useful people:

• Start with the basics and note down any demographic data that you know about your target consumer, such as: Age, gender and location.
• Then dig a little deeper and identify the problems that can help solve your target.
• Deepen your emotional desires, goals, aspirations and fears and document all the factors that could make them work (remember your conscious and unconscious wishes).
• You can delve deeply into your Google Analytics Analytics Audience Report to determine the key characteristics of your target, such as: Age, gender, career and more.
• When you create your characters, this is the perfect time to identify the people who influence them: they are the factors that your marketing strategy should point out.

4. Identify your funds (and respect your budget)
Three things are important to identifying your media: your budget, your digital channels and your team (or your staff). It is important to take stock of all your resources before deciding what you might need for the next period.

For example, this is the perfect time to review your existing digital channels and decide whether to outsource certain areas of your digital marketing and whether to budget for one or two new contracts.

To identify your media:

Your budget:

• Define your general budget for digital marketing.
• Look at historical data from earlier times. (For example, did a particular channel bring you high-quality leads at a low cost?)
• Decide if you want to take advantage of the paid activity (eg AdWords or paid social media advertising).
• Assign a specific portion of the budget to each digital channel you want to use for the paid promotion.
• If a particular element of your paid advertising strategy does not deliver the results you want, check it and invest the allocated budget in the channel that will give you the best results.

Your people:

• Take a look at your current team and evaluate what you are capable of (be realistic here and make sure no one expands or works too hard).
• Find out if you need to hire more people and if you can afford it.
• Decide if all your digital marketing activities are done internally or if you need to outsource some items to an external agency.
• Ask each member of your team to review your digital marketing activities and think about your future marketing strategy (the more autonomy your employees have in their role, the more they will join your new plan).

Your chains:

• Review your current digital marketing channels and decide which channels you want to keep and whether you want to invest in a new one (depending on where your customers are and how much time you have).
• Explain clearly what each digital channel should achieve.
• Make sure you've connected at least one KPI to each of your digital channels.

5. Create plan (and do not comply)
"Create a plan and disobey it, but what do you mean?" Before Panic becomes the best-organized digital marketing specialist, let me explain ... your plan will never be perfect from the start.

And though he has made every conceivable effort to develop a carefully crafted plan based on a series of insightful assumptions and insights, he still can not predict exactly how his customers will behave. Therefore, it is important to continuously measure and monitor the performance of your digital marketing strategy and to change the elements as needed.

Create your digital marketing calendar:

• Try creating your timeline with Google Calendar. That way, you can share them with your team members and edit them as needed.
• Mark the key campaigns you'll be creating and promoting throughout the year, and set a deadline for everyone.
• Document the digital channels required to succeed in each campaign.

Review your marketing strategy and identify the changes you need:

• Create a measurement and tracking plan (it should match your KPIs).
• Periodically review the success of each element of your digital marketing strategy.
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