The word “strategy” , in spite of being a word favored by the shiny suits of the world, really just means thinking about why you’re doing something before you actually do it. Before getting started with setting up strategy, you need to know about the A.B.C.D of digital marketing
So starting your digital marketing strategy is as simple as deciding what you want to do, how you’re going to do it, what you expect to happen, and when and how you will measure your success.
From the above, you have to decide what you want. Ask yourself, is it brand awareness which means, do you want more people to know about your brand and get your products and services more widely known?
In addition, is it acquisition or lead generation which is the act of initiating a customer interest into products or services of a business that you want? This is to say, do you want to reach people who have never bought from you before and bring them into your buyer’s journey?
Additionally, do you want to grow your business from existing Customers/Clients? In this case, do you want people who’ve already bought from you before to buy more frequently or a different kind of product?
Before I move on to the 7 key strategies, let me briefly look at who a digital marketer is?
Here we go, a digital marketer is someone or a group of individuals who uses digital technologies to sell or promote products or services via electronic media with the help of the internet. The electronic media mentioned here are; Facebook, Instagram, Pinterest, Twitter, Youtube, Google, Email, RSS, SMS, and so on you can name it!
Now let’s look at the various strategies you need;
The strategies are;
1. Set a Measurable Goal: Looking at the various questions and goals mentioned above, you have to pick one to concentrate on. Really understanding the goal you’re trying to hit is the first step to reaching it!
2. Know Your Audience: Make a serious effort to know your audience. It is very important. If you don’t have enough understanding of who you’re trying to reach, you will struggle to deliver a message that’s relevant enough to cut through. The good news is that you don’t have to have a customer research agency on retainer to be smart about it.
3. Know your Brand: It is very paramount for you as a digital marketer to have well-grounded knowledge of your brand. Your brand is how and why your customers choose you over your competitors. You can think of your brand as your company’s personality. So it’s something worth defining clearly- what do you stand for?
Find out, what are your strongest character traits? And how does that translate into your presence – from the images you use on your website to the language you use when sending an email or responding to customers on your social platforms e.g. Facebook
Anytime branding is mentioned, you as a potential online marketer should note that there is something called BRAND HEALTH CHECK.
These are the ways brand health check work; it will help you determine:
- Who is your customer? Get your personas lined up, visualized and ranked first of all – use them to help you answer the following questions.
- What problem do you solve? From your customer’s perspective, what challenges are you solving for them? Visualize your perceived value.
- What are your distinctive benefits? List three to five benefits your customer gets from choosing your product/service that customers don’t get from going somewhere else.
- What’s your brand promise? This is like a pledge. What will you always do for your customers? This is the other key part of your proposition that separates you from the competition.
- How does it fit together? Take your answers so far and try to craft a single paragraph that covers them. It’s ok if things merge and overlap – the aim is to end up with a unique message.
- Can you make it shorter? Now, refine. Take your time; review again and again until you’ve distilled your value proposition to one clear line that captures everything you want to say.
4. Know your Competition: This fourth point is very vital. Your competitors are your major threats which can be translated into your strength in business. They are not just those who offer similar or like-for-like products or services with you.
You can think of your competitors in three ways, they are;
- Direct competitors – those brands that offer the same products or services as you.
- Indirect competitors – brands that may offer different products but compete for the same space or budget as you.
- Comparators – these might have a similar look and feel like a brand to you or be other brands that your target customers use frequently too.
You may want to know what you’re up against, and you can learn vicariously from both triumphs and mistakes. Get inspired by your competitors’ wins, and use your differences to highlight what’s unique about what you’re offering. You can deal with your competitors by subscribing to their newsletters for updates on the business operations or buy their products, maybe sometimes surrender to work for them in disguise just to learn their techniques.
5. Have a well clearly defined Content: There is a saying that, “Content is King”. Yes, content is king as far as digital marketing is concerned.
As a matter of fact, before your potential buyers will be willing to click on your ads online, they will first get attracted to do so basely on your content.
The various ways to gather intelligent content that will surpass your competitors’ are;
- Search for a few key terms related to your industry, and note where each brand ranks on the results page.
- Try out your competitors – buy their products, read their reviews, explore their website and sign up for their newsletter.
- Ask your customers what they think your rivals do well, and what they love about brands in other sectors too.
- Note where and when you see your competitors’ ads and screenshot them.
- Follow lots of other brands’ social channels.
- Use paid-for online tools like Alexa for analysis on how well your competitors’ sites do in search engine rankings and web traffic.
With these steps, you will be able to set-up and create great and astonishing content that will make your brand stands out.
6. Analyze your Past (Learn From Your Mistakes): This is a way of saying that, you don’t have to (and shouldn’t) go into the planning period in the dark. Analyzing your digital marketing strategy’s past successes and failures can help you focus on setting the best KPIs (Key Performance Indexes) for your business. You, therefore, might want to complete steps one and two together.
Choose a time period you would like to analyze (it’s best to set this time period at the same length of time you plan for your new marketing strategy). For example decide on whether you’re going to analyze the previous year, quarter or month.
How to Analyze:
- Determine the time period you would like to analyze and set your Google Analytics calendar to match this timeframe.
- Try out Google’s Benchmarking Reports in your Analytics account to compare your progress to your competitors.
- Don’t forget to analyze your competitors’ marketing strategy too – create an analysis spreadsheet of their online activities (you can use SEM rush to identify the SEO strategy of a competitor, i.e. what keywords are driving the largest volume of organic traffic to their website. It can also be used to compare the organic and paid traffic of different websites so again quite useful to see how aggressive they’re being with their paid spend.)
- Ask yourself this question at regular intervals: is there anything else I need to analyze that I haven’t thought of before – e.g. should I be testing the times I post my content or the types of images I use?
7. Set Your Budget: Yes, it is very necessary for you to set your budget. That’s, how much do you wish to spend on a particular ad? Social media platforms will limit the reach of your business presence online if you continue to use a free account.
In fact, findings reveal that paid ads have the potential to reach target customers who will always be willing and capable to buy your products.
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