Digital Marketing strategy

 What exactly is a digital marketing strategy?

A digital marketing strategy is a step by step, an actionable process that works towards achieving the digital marketing goals of your company. Digital marketing is accomplished through digital marketing channels. These channels include social media, digital publishing and paid, earned or owned media. A digital marketing strategy involves a very deliberate decision-making process regarding your digital marketing goals and the most appropriate channels that will help you achieve them.

7 steps to building a digital marketing strategy

Here are the fundamental steps to building a solid digital marketing strategy for your brand:

1. Set a goal

Before you start strategizing, you must ask yourself what it is that you hope to achieve with your marketing strategy.  Sounds simple, but this step requires you to come up with a very detailed and specific set of goals.

2. Evaluate your existing digital marketing presence

Even if it’s close to nonexistent, it’s good to understand what you have already accomplished. This step will help you understand what to focus on to achieve your current goals.

3. Understand the digital sales funnel

The digital sales funnel is the arc of your buyer’s journey from stranger to a repeat or long term customer. A brand with a strong digital presence can use the funnel to achieve their digital marketing goals. How? By addressing each step of the funnel with the appropriate digital marketing tools.

Understanding the digital sales funnel means that you need to grasp each stage of the funnel and the appropriate digital tools that complement it.

4. Build buyer personas

You need to know who your audience is before you attempt to successfully reach out to them. So how can you understand who your audience is?

Put yourself in your customer’s shoes. Once you can imagine who a person is then you can make some assumptions about what would appeal to them.

5. Locate your customers on the funnel

You then have to locate your customers at different stages of the funnel. In all likelihood, there will be customers at all stages of the funnel who are open to connecting with you.

For example, let’s say your product is an organic deodorant. Your prospective customer may be:

Someone who does a Google search for organic deodorants and ends up reading an article that features you.

Someone who’s looking to buy a deodorant that is organic and zero waste and sees your sponsored Facebook post about how your deodorant is made of compostable packaging.

Some who has already purchased your deodorant and who you now include in an email campaign featuring an option to buy your deodorant at a discounted price.

6. Create a content plan

you strategy will be made up of a series of actions that respond to specific goals. It will also have a specific timeline so that the actions can have measurable deadlines.Some of these actions will be:

Developing a keyword strategy: identifying important keywords to improve SEO.

Creating a content calendar:This will allow you to have long-term and easily traceable goals. Your content calendar will be very specific. Each actionable item will include (at least) author, publication date, keywords, topic and potential tags.

There should be a digital marketing goal for each month. For example, starting in January, you will feature bi-weekly posts on your blog on a specific theme.

7. Analyze results

Once you have a strategy in place, practice this step at intervals (add it to your calendar). How are customers interacting with what you’re sharing with them? How are you progressing toward your goals? These analytics will help you correct course and learn from things that didn’t work out as planned.

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