Some people might tell you that creating a marketing strategy is like riding a bike: once you learn how to do it, you’ll never forget. And maybe they’re right to a certain degree, once you have a general grasp on what marketing is and why you need it to build your brand you’ll definitely be off to a good start, but the problem isn’t so much the bike or how it works, the problem is learning how to navigate new terrain. To put it simply: there are a lot of marketers who learnt how to ride their ‘strategy’ bikes on dirt trails and now we’re riding on busy freeways.
The basics of marketing might still be true, and valuable to learn, but in this digital-dependant world you don’t just need a marketing strategy anymore, you need a digital marketing strategy. So the question is how do you go about creating one?
Know who you’re talking to
This is a marketing staple and it’s not going anywhere. The whole point of marketing is to get your brand in front of your ideal client and in order to do that you have to know who that ‘ideal client’ is. This means putting on your detective hat and doing a bit of profiling.
What age is your ideal client? What’s their gender? Are they married or single? Do they have children? Pets? What do they like and dislike? What are their hobbies and interests? Do they prefer to read, listen, or watch? Are they time poor? Are they money conscious or do they have lots of expendable income?
This is just the tip of the iceberg when it comes to the sort of questions you should be asking but you get the idea.
Know what you want to say
So you’ve figured out who you’re talking to, now it’s time to get an idea of what you want to say to them, and this largely comes back to your goals. What are you actually trying to achieve through your digital marketing? Do you want to build your brand through exposure? Do you want increased sales? Are you trying to get people talking about you online? Do you want to build a community around your brand?
It’s important to hash out your goals and get as specific as you can about them. If your goal is just to increase sales then you’re going to do a lot of product highlighting; if it’s to build a community then you’re going to want to invite a lot of feedback and interaction; if you want to build yourself as an expert in your field then you’ll want to share a lot of tips, tricks, and advice that only an expert would know.
Find your platforms and mediums
This is where your digital marketing strategy will completely depart from anything you’ve done before. Because where in the past you might have started to reach out to radio stations or forked out thousands on a late-night TV commercial, now you’re going to look at building social media pages, writing blogs, and creating podcasts that you can distribute for free.
Figuring out which platforms you should spend your time and money on largely comes back to who your ideal client is and where they’re spending their time. Working professionals do a lot of interacting and searching through LinkedIn; creatives and the younger demographic love Instagram, whilst Facebook has a pretty good reach across all age groups. This is the same when it comes to your mediums: if your ideal client prefers to watch rather than read, consider making a vlog series that can be transcribed. If they’re time-poor then why not invest in a podcast series that they can listen to on their way to work?
So creating a digital marketing strategy might not be like riding a bike, but these tips are sure to start you off in the right direction. If you want to know more about how the Unusual Team does Digital Marketing Strategies or how we can help you create yours, head to our Digital Marketing Strategy Page.