Is your digital presence delivering for your business?
Every modern business requires a strong online presence, and your digital marketing strategy plays a huge role in achieving this. A successful, considered digital strategy will enable you to identify and exploit growth opportunities, and boost revenue and the return on your investment in your digital marketing campaigns.
It’s essential that you design and set an overall digital marketing strategy in place before embarking on a digital campaign or adopting specific digital techniques and tactics.
What is a Digital Marketing Strategy?
The basis of marketing is target audience connection in the right place and at the right time -that is, when consumers are looking for the products and services you offer. In terms of digital marketing, this means being visible to and connecting with them online.
Digital marketing refers to all internet-based marketing efforts, including:
- SEO (Search Engine Optimisation)
- PPC (Pay-Per-Click) (Google Ads)
- Social Media Marketing (Facebook Ads)
- Content Marketing
- Email Marketing
- Affiliate Marketing
- SMS Marketing
- Online PR
- Sponsored Content
- and more
Your digital marketing strategy represents your brand and the overall goal you are striving to achieve. The digital marketing campaigns and tactics mentioned above will support this overall strategy. As such, you need to be certain about your brand and your goals, and formulate a robust digital marketing strategy from the outset before you even consider designing your marketing campaigns.
6 Elements of a Great Digital Marketing Strategy
A great digital strategy includes several essential elements:
1. Clear Understanding of Your Brand and Key Objectives
What does your brand represent? Why does it exist? What do you hope to achieve as a brand? Answering these seemingly basic questions will underpin every aspect of your marketing strategy going forward. It will be the basis of creating your story, your messaging, and your content, all of which will be used to engage and captivate your target audience.
2. Insight into Your Customer Personas
Who is your target audience? Which groups of consumers will be your customers? You must develop online personas for a digital strategy based on insights from real customers. Talk to your existing clients and customers to discover who they are, what they think and feel, and how they make purchase decisions.
3. Auditing and Evaluation of Your Current Digital Assets
This involves several steps. You need to ask:
- What is your customer’s current online journey with your brand?
- How do your existing customers interact with your different digital platforms?
- What type of information do they want you to provide?
You must understand how they use the internet and other digital channels and apply this knowledge to your campaign strategy. For example, do they wish to shop directly from your Facebook or Instagram page? Do they primarily visit your website or your socials? Are they attracted or repelled by pop-up ads? What makes them convert?
4. Set Your Owned, Earned, and Paid Media Plan
This is a three-fold strategic plan and requires that you consider:
- Owned media – this refers to the information you are providing, including website and other digital content, brand messaging, the appearance and feel of your campaign offerings, etc.
- Paid media – which digital channels do you want to spend money on and run campaigns for to reach and target your customer? It may include Google Ads (PPC), Facebook Ads, Instagram Ads, retargeting ads, etc.
- Earned media – this is word-of-mouth (WOM) marketing that you gain through your work. It includes user-generated content, Google Reviews, Facebook Reviews, and social media shares. For example, you may publish your blog (with a link back to your website) on social media or via an email newsletter; invite your audience to share it with their friends and family – which they will likely do if it is of good quality and properly targeted.
5. Plan and Implement Your Digital Campaigns
Using the above elements, plan your campaigns based on the resources and time you have – your staff, your budget, and what is feasible for you. It can be very difficult to go it alone with a digital strategy, which is why so many businesses partner with a professional digital agency with expertise and insight to help achieve their digital marketing strategy goals.
6. Monitor, Assess, and Report
Measurement and analysis are the keys to ongoing success. Monitor the results of your campaigns and how they align with your goals. Which aspects have delivered well for you? Which could perform better with some tweaking? Were any redundant?
Digital marketing is a continuously evolving field – do you know what is trending in your niche? Do you understand what kind of digital strategy will deliver your best ROI?
Book a Digital Strategy Session
Dot-to-Dot Digital is an expert digital marketing solutions provider, and we work with clients throughout Australia.
Let us help you achieve your business goals! Contact us now to have a chat about your business goals and your ideas for the future of your brand. We will work with you to understand your vision and help you design and implement an effective digital strategy to bring that vision to life and help you succeed online.
Book a digital strategy session
