Want to know what goes in to creating a strategy you can use in your business? Here's seven steps you'll need consider in order to get the foundations right for your business.
1. Know who the client is
Okay, so we put this first on the list because it is by far the most important. You will never be able to create an effective digital marketing strategy if you don’t know who you’re marketing to. Think of it as like dating; you can’t take every girl on the same date and expect that they’re all just going to love your choices. You have to get to know them first, figure out their interests, what they do and don’t like and make an educated decision based on that.
Before you make a strategy to woo your customers, figure out who it is you’re wooing, and be specific. Create client personas for your ideal client or target market with as much detail about their demographic, lifestyles, interests, and hobbies as possible.
2. Define Success
Another big one. You’re creating this digital marketing strategy in the hopes that it will help you reach specific business goals and achieve success, so what does that success look like?
For some businesses it’s as simple as seeing a 20% increase in sales, for others it might not be quite so tangible; it might be more about getting people and online communities talking about your brand in order to build a significant presence. Whatever your goal is, define it.
3. Current State
Think of this as a “where are we now” digital marketing snapshot. What’s already in place? What’s working well and what isn’t? With this step it’s so important to be objectively honest. This digital marketing strategy is about improving your marketing and your business so you need to be honest about your current shortfalls in order to turn things around and yield different results.
4. What’s Needed
Okay so we know what you already have in place but what are you currently missing, and what do you need to implement to get to where you want to go?
If you’re looking for online brand exposure but you don’t have any social media accounts it might be time to get some. If your website hasn’t been updated in over a decade then it’s probably time to update it.
This will be the most time consuming part of your digital marketing strategy because it involves looking at every platform, tool, and avenue and seeing how it could benefit and be utilised for your business.
5. Collate Data
A bit of research goes a long way, and it stops you from having to venture out blindly. Know your keywords; what are your clients searching for? What topics get the most traction? What kind of content is getting the most attention? How is it delivered? What length is it?
This sort of research takes your strategy beyond guesswork and helps you get the best results. There are heaps of ways for you to get this data but websites like Mozand Buzzsumo are great places to start.
6. Stress Test
Once you have some ideas in place around who you want to attract, the types of problems they're facing and how you believe your business can resolve those issues it's time to 'stress test' your concepts.
A great way to do this is to gather a 'beta group' together and seek feedback. Beta groups are often clients (or potential clients) that understand your offerings. By asking your people to sanity check your thinking you can uncover problems before you're too far down a content creation (or product creation) line.
Test, tweak, and test again. Your digital marketing strategy is a great place to start but you’ll never know how effective it is until you put it to work, and chances are when you do they’ll be a few kinks that need to be worked out. Don’t worry, this is normal. Use your data metrics and see what’s performing well and what isn’t and tweak and refine your strategy from there.
If you want your digital marketing campaigns to succeed then your strategy is key, so don’t let it be an afterthought! The Unusual Team can help you get it right the first time so that you can start off your digital marketing journey confident that you’re headed in the right direction. Schedule your free discovery call with our strategists here.