So by now you might have had a little read through our website and figured out that we’re pretty big fans of digital marketing strategies. Just like NASA plans out the trajectory of their rockets to the most minute detail to ensure it lands where they want it to, we want to create a carefully thought out plan for your digital marketing to ensure it yields the results you’re looking for.
Of course, while a strategy might be your “blueprints” so to speak, it isn’t the rocket itself and it’s not going to do the work for you. So the next question becomes: How do you implement your digital marketing strategy once you have it?
Our first answer is that you don’t have to do it alone. The Unusual Team are so much more than just digital marketing strategists; we’re content creators, podcast producers, marketing automation experts.
For those who would rather ‘go it alone’ we pooled together all of our expertise to create a step by step guide for implementing your digital marketing strategy.
Step 1: Get the strategy down on paper, then walk away.
This might seem kind of self explanatory but we feel the need to say it anyway: a strategy cannot exist only in your head, you need to get it down on paper. This way you’ll be able to flesh out your ideas in detail, collate data that will help you refine these ideas, and identify where there are any obvious gaps.
Whether you decide to create this strategy yourself or have the Unusual Team create it for you, once you have it read through it once and then walk away. Go on with your week and then when you come back, see which of the ideas really resonate with you and which might have been more of a momentary whim.
Step 2: Complete a little market research.
Of course if the Unusual Team did create your digital marketing strategy you probably already have this information, but if you simply took the time to collate your own ideas then you’re going to need to do a bit of market research to see if your ideas really ‘have legs’ and how exactly you can walk them out.
Look at Google trends, float the idea with your existing clients, put it out to a group of your peers. If you want some honest feedback then really there is nothing more powerful than asking the question of your existing customers. Something like, “If I were to add/change X would that be of interest to you?” The important thing you’re looking for at this stage is feedback. If it all comes back positive, throw another question to your group, something like, “What would X be worth to you?”
You need to know that if you follow this idea, it will be commercially viable and that it has the potential to actually yield the results you’re looking for.
Step 3: Pilot test.
So now you know that these ideas actually have merit and that people are interested in them, it’s time to make them more than just ideas and create a pilot test.
If part of your digital marketing strategy was to create a podcast series, launch a new workshop, or even an online magazine, you might go back to the clients that showed interest and offer them the ability to ‘trial’ the idea with you. Let them know this is still in the research stage and you’ll be seeking feedback from them at every step. It’s also helpful to ask them upfront for a testimonial at the end of the program (assuming, of course, they are happy with the results), you can use these to help you during the next step.
If your digital marketing strategy involves social media campaigns then your analytics are going to be incredibly useful here. Run different campaigns at different times on different platforms and see what yields the best results. The outcome might be exactly as you predicted or it might surprise you, but it should inform a lot of your decisions moving forward.
Step 4: Post-implementation Review
This is possibly the most critical stage in the entire process. Once you’ve completed the initial round of pilot testing, it’s important to gather all of the information and incorporate it. What worked well, what didn’t work well, what could you do differently next time?
Your digital marketing strategy is a well thought out and researched hypothesis (if I do X and Y, I should get Z) but you won’t know anything for sure until you test that hypothesis and review your findings.
At this stage, you also want to take a look at the return on investment (ROI) for your business, and for your clients. Make sure your ideas are still commercially viable. How many hours did you put in, what do you need to charge to make it worthwhile? Are there still more positives than negatives? If the answer is no then you may need to go back to the drawing board, but if the answer is ‘yes’ then make any necessary changes you identified in your pilot test and move on to step 5.
Step 5: Launch
You’ve put in the work necessary to make sure that your digital marketing strategy is more than just a group of ‘bright and shiny ideas’, you’ve done the market research to figure out what your clients want, and you’ve implemented pilot tests and made any necessary changes to ensure that your ideas perform as well as they possibly can, now’s the time to launch your rocket.
This isn’t the be all and end all; you may need to tweak the course every now and then and it is important to go back to the drawing board every couple of years, depending on your business, but for now you’ve got a strategy that you know works, so use it.
So a digital marketing strategy is more than just a bunch of sophisticated words and data-filled graphs thrown together into a 50 page document, who knew? And with this step by step guide you can implement your strategy in a way that is practical and safeguards your business every step of the way. If you’d like help implementing your digital marketing strategy or if you realise that you actually need to create the strategy first, book in your free discovery call with the Unusual Team here.