Business Strategies in Digital Marketing
In the modern landscape, a big part of your marketing strategy is digital. Consumers and businesses alike are almost always online — and you want to be able to reach them and observe their behavior where they spend the most time.
But when you’re increasing your business, it seems like this ever-evolving landscape can quickly become overwhelming. There’s already enough to do — how are you also supposed to craft, fine-tune, and conserve an agile digital marketing strategy?
We’ve compiled some digital marketing strategies that marketers can adapt to help their teams and businesses grow, as well as a crash course on the meaning of digital strategy and marketing campaigns.
What is Digital Strategy?
Digital marketing strategy is the series of actions that are going to help you attain your goal(s) using online marketing. The term ‘strategy’ might seem intimidating, but building an effective digital strategy doesn’t need to be difficult. To build up a strategy you can consider taking Digital Marketing training in Chandigarh.
Your digital marketing strategy might involve multiple goals and a lot of moving parts, but coming back to this modest way of thinking about strategy can help you stay intensive on meeting those objectives.
What is a Digital Marketing Campaign?
As we’ve already outlined, your digital strategy is the series of actions you take to achieve your marketing goal. Your digital marketing campaigns are the building blocks or actions within your strategy that move you toward meeting that objective.
It’s significant to note that even if a campaign runs over the course of a couple of years, it doesn’t make it a strategy — it’s still a tactic that sits alongside other campaigns to form your approach.
Now that we’ve gotten to grips with the basics of digital strategy and digital marketing campaigns, let’s dig into how to build your strategy.
How to Shape a Comprehensive Digital Strategy?
1) Shape your buyer personas.
For any marketing strategy — offline or online — you need to see who you’re marketing to. The finest digital marketing strategies are built upon detailed buyer personas, and your primary step is to craft them.
Buyer personas represent your ideal customer(s) and can be generated by researching, surveying, and interviewing your business’s target audience.
But what kind of information should you gather for your own buyer persona(s) to inform your Internet Marketing tactic? That depends on your businesses and is likely to vary depending on whether you’re B2B or B2C, or whether your product is high cost or low cost. Here are some starting points, but you’ll want to fine-tune them, depending on your business. The way Digital Marketing is flowing in the current world, the number of Academies that would provide its Classes is surely going to increase.
2) Recognize your goals & the digital marketing tools you’ll need.
Your marketing aims should always be tied back to the fundamental goals. For instance, if your business’s goal is to rise online revenue by 20%, your goal as a marketer might be to generate 50% more leads via the website than you did last year to contribute towards that success.
Whatever your goal is, you need to know how to measure it, and able to measure it. How you measure the effectiveness of your digital strategy will be different for each business and dependent on your goal(s), but it’s important to ensure you’re able to do so, as it’s these metrics which will benefit you adjust your strategy in the future. Consider going through Digital Marketing Course in Chandigarh.
3) Evaluate your digital marketing channels and assets.
When considering your E-Marketing channels or assets to incorporate into your strategy, it’s useful to first consider the bigger picture to avoid getting overwhelmed. The owned, earned, and paid media framework helps to classify the digital ‘vehicles’, assets, or channels that you’re already using.
This denotes to the digital assets that your brand or company owns — whether that’s your website, social media profiles, or imagery, owned channels are the things your business has complete control over. This can include some off-site content that you own, but isn’t hosted on your website, like a blog that you publish on Medium, for instance.
Quite simply, earned media refers to the experience you’ve earned through word-of-mouth. Whether that’s content you’ve distributed on other websites (e.g., guest posts),
Paid media is a bit self-explanatory in what its name suggests — and denotes to any channel that you spend money on to catch the consideration of your buyer personas. This contains things like Google AdWords, paid social media posts, native advertising for which you directly pay in exchange for visibility.
Collect what you have, and classify each vehicle or asset in a spreadsheet, so you have a clear picture of your existing owned, earned, and paid media.
4) Audit and plan your owned media.
At the heart of digital marketing is your owned media, which takes the form of content. Every message your brand broadcasts can be classified as content, whether it’s your ‘About Us’ page, your product descriptions, blog posts, infographics, or social media posts. Content helps convert your website visitors into leads and customers, and helps to raise your brand’s profile online — and when it’s optimized, it can also enhance any efforts you have around search/organic traffic. Whatever your objective, you’re going to need to use owned content to form your digital marketing strategy. There are many Digital Marketing Institutes in Chandigarh that can guide you to all the core concepts of Digital Marketing.
To build your digital marketing strategy, you need to decide what content is going to benefit you reaching your goals. If your goal is to generate 50% more leads via the website than you did last year, it’s doubtful that your ‘About Us’ page is going to be incorporated in your strategy — unless that page has somehow been a lead generation machine in the past.
It might more likely that an eBook gated by a form on your website drives more leads, and as a result, that might be something you want to do more. Here’s a process to follow to work out what owned content you need to meet your Online marketing objectives:
Audit your existing content
Make a list of your existing owned content, and rank each item according to what has previously performed finest in relation to your current goals. If your goal is lead generation, for instance, rank them according to which generated the most leads in the last year. That might be a specific blog post, an eBook, or even a specific page on your website that’s converting well.
Identify gaps in your existing content
Identify any gaps in the content you have. If you’re a math tutoring company and have discovered in your audience research that one of your persona’s biggest task is finding interesting ways to study, but you don’t have any content that speaks to that unease, then you might look to create some.
Create a content creation plan
Based on your findings and the gaps you’ve identified, make a content formation plan outlining the content that’s required to help you hit your goals. This should include:
- Promotional channels.
- Why you’re making it (e.g., “Marketing Molly struggles to find time to plan her blog content, so we’re forming a template editorial calendar”)
- Priority level (to help you select what’s going to give you the most “bang for your buck”)
5) Audit and plan your earned media.
Evaluating your previous earned media against your current objectives can help you get an idea of where to concentrate your time. Look at where your traffic and leads are coming from (if that’s your goal) and rank each earned media source from most effective to least effective.
You might find that a specific article you contributed to the industry press drove a lot of qualified traffic to your website, which in turn converted well. Or, you might discover that LinkedIn is where you see people sharing your content, which in turn drives a lot of traffic. The clue here is to form up a picture of what earned media will help you reach your goals, and what won’t, based on historical data.
Your Path to Digital Marketing Strategy Success
Your strategy document will be very individual to your business, which is why it’s impossible for us to craft a one-size-fits-all digital marketing strategy template. Remember, the tenacity of your strategy document is to map out the actions you’re going to take to attain your goal over a period of time — as long as it communicates that, then you’ve nailed the basics of crafting a digital strategy.