A good digital marketing strategy is a broad and diverse plan of action that can be difficult to get your head around at first.
There are so many aspects that need to be considered: social media, search engine optimisation (SEO), email marketing, blogging, content creation, branding and more. The list goes just goes on!
It’s important not just to have an understanding of digital marketing, but also how these different facets work together in order to create a cohesive strategy for your business. So what does it take? A lot more than you might think.
To help narrow down all the options out there and get you started with creating your own digital marketing strategy we’ve compiled this list of 10 powerful tips!
1) Conduct research
The first step in creating a digital marketing strategy is conducting some research on the current digital marketing trends. You need to know how these are going to affect your business. There are plenty of online tools that allow you to track specific data including social media usage and keywords used in searches. For example, Google Trends can be used to help give you a better understanding of what’s coming down the line in terms of emerging trends.
You should also conduct some competitor analysis. This will not only help with finding any existing gaps in their strategy, but also show where there might still be opportunities for you as well! For example, just because your competitor has moved into producing video content doesn’t mean there’s nothing left for you. Perhaps you could capitalise on another aspect, such as live streaming or podcasting?
2) Pick your channels
You want to decide on what channels you will be utilising for your digital marketing strategy, so that you don’t bite off more than you can chew. Producing content for too many channels can prove to be very time consuming and resource intensive. Plus, not every channel will be suitable for your business. You need to know where your audience is most likely going to be so you can reach them more easily.
Deciding on what channels you will be using should be done during the research stage. One of the easiest ways you can do this is by checking where your competition are posting. Demographic research can also help. For example, the majority of Instagram users are in the ages between 18-34. If that’s your target demographic, then it would make sense to utilise Instagram as one of your marketing channels.
3) Create engaging content
Creating engaging content everything from writing blog posts, creating infographics or images and videos for social media. One thing they all have in common is that they all need to be well-produced and shareable!
You need to take the time and invest in creating content that people will want to consume. You’ll know when it’s engaging because you’re going to notice an increase in website traffic, shares and interest from potential customers on your social media channels. Here are some tactics you can use to make sure that happens:
- Write blog posts about topics of interest for your target market (e.g., “13 Ways to Increase Your Website’s Traffic With Content Marketing“)
- Create infographics or images for social media engagement (e.g., “Content Marketing Statistics: The Value of Content Marketing in Numbers“)
- Be authentic! Remember that other people are getting advice from you, so make sure your blog posts and social media channels reflect your business.
- Keep it short! Most people only read a couple of sentences when browsing on a mobile phone. You don’t have to write long content – just include what’s relevant!
- Include links to other related content that would be helpful for readers
- Use bullet points when summarising key points of important information (e.g., “Here’s Six Ways We Can Help”)
- Use influencer marketing or reach out to experts in your field: they’re often looking for opportunities too!
4) Use remarketing tactics
Remarketing is a subtle way to let your visitors know that you’ve noticed them. You can use tools to know exactly when visitors have showed up on your website, what pages they are visiting and where are they clicking.
If you run an eCommerce website you can even find out when a customer has added items to the cart, but then left the website. This would be a perfect opportunity to remarket to them, by reaching out to them through email. You can move them further down the sales funnel by offering them an incentive, such as a discount code.
5) Build your online reputation
If you want your business to succeed online, you simply can’t ignore your online reputation. Nowadays, it’s easier than ever for your customers to leave feedback on your products or services. You need to make sure that you’re on top of what your customers are saying and respond to them accordingly. If you get a negative review online and you don’t respond it can be very detrimental to your business.
You can do the following things to make sure your online reputation remains in good order:
- Respond quickly and courteously when customers have questions about their order or service experience.
- Stay on top of what people are saying about your business by monitoring social media channels, search engine results pages (SERPs), blogs, forums, etc.
- Be honest with yourself – if your competitor reviews seem better than yours, then it might be time reevaluate your strategy and improve customer satisfaction levels.
- Encourage current happy customers to share their reviews with friends and family, so you can expand your reach.
- Do not be afraid to use negative feedback as an opportunity for improvement, just don’t ignore it!
- Avoid personal attacks or lengthy arguments when responding online – if someone has a genuine complaint that requires more than one response (e.g., refund request), offer them the option of sending you an email or DM instead.
- Be patient in dealing with unhappy customers who are looking for instant gratification, because things will turn around eventually. Just focus on doing what is right, rather than taking shortcuts by playing into customers demands or making deals outside of your company policies.
- Monitor social media channels regularly and respond promptly to all customer complaints posted there.
6) Optimise for mobile
These days, your website absolutely needs to be optimised for mobile devices. Your site will need responsive design and functionality in order to provide a pleasant experience for your visitors who access it from their different types of devices (smartphones, tablets). As more consumers visit your website through their phones rather than their computers, it is imperative that you make your site responsive so that visitors have an optimal experience when trying to find information, reach out or make a purchase.
Simply put, a responsive website ensures that the user has a positive experience, no matter what device they’re using on which their accessing your page from! In 2020, the number of unique mobile internet users stood at 4.28 billion, indicating that over 90 percent of the global internet population use a mobile device to go online. So, make sure to optimise your site for mobile devices!
7) Collaborate with influencers
Influencer marketing still remains one of the best customer acquisition strategies and should be considered for any digital marketing strategy! Collaborating with influencers can be a great way to help promote your brand and increase awareness. According to statistics, 74% of consumers trust social networks to guide purchasing decisions.
You might also find that collaborating with influencers will open doors for opportunities you wouldn’t have been able to reach out on your own. Good influencers are often very aware of what their followers like and their audience is highly engaged.
8) Make use of SEO
When it comes to creating a powerful digital marketing strategy, SEO should never overlooked. With more than 2 trillion Google searches per year, it’s one of the best ways to get your content out there. People are actively searching for services and products like yours. If you’re able to outrank your competition, you can take begin to take advantage of all that organic search traffic.
But with so many different ranking factors, you will need a powerful SEO strategy to compete. Start by researching keywords that will drive valuable traffic and aim to rank for those words or phrases.
9) Set your budget
The bottom line is that your digital marketing strategy will only be as good as your budget allows. For SEO, you won’t be able to rank for high-volume/high-competition keywords like “car insurance” if you’re only spending £100 per month. On the content creation side, you might need to hire writers, graphic designers and video editors. All of these things cost money, so you really need consider your budget before you start developing your strategy.
If you plan on doing pay-per-click (PPC) advertising, you will also need to set a daily budget and create a high converting marketing funnel.
10) Create a content calendar
Consistency is key. Once you have planned out your content you will also need to create a content calendar. This will allow you to stay ahead and plan exactly when to post what. Typically you would develop a content calendar with a 3 to 6-month plan.
You can even plan as far ahead as one year in advance. This might seem like overkill, but when it comes to creating a digital marketing strategy – planning is everything. Planning 12 months out allows you enough time to assess any changes that you might have to make and which direction you should take with future posts or campaigns.
BONUS: Determine your KPIs
Before you start creating content, it’s a good idea to determine what the key performance indicators (KPIs) are for your business.
These can be anything from increasing sales to how many new followers you’ve gained on social media. Knowing these numbers will help guide and shape the creation of your marketing strategy.
When it comes to creating a powerful digital marketing strategy, there is no cookie-cutter approach. Every business is unique and has different goals and objectives. That being said, there are some universal best practices that will help you develop a strategy.
Focus on your visitors and customers first, create content to meet their needs, and stay up-to-date with digital marketing trends. This way, you’ll be able to develop the most effective digital marketing strategy for your business. The key is understanding what metrics are important in order to measure success of your digital marketing efforts – then work backwards from those numbers to determine how often and where you should post online. Consider other types of strategies worth trying out, such as video advertising or sponsored posts.
The final step is leveraging all data collected throughout this process into an actionable plan, so it can be properly executed over time. This includes weekly and monthly tasks, but also yearly tasks that will continue to grow your business online.
If you need help with creating your digital marketing strategy we offer consultancy services that help you develop your digital marketing strategy, create an actionable plan, and help with the execution.
Feel free to contact us with any questions or if want a proposal of how we can help you grow your business online.