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How to create a plan to boost your leads and sales from online marketing. Without a solid roadmap to success, you will be left behind!
Get the tools you need to create a digital marketing plan
Do you have a clear, integrated strategy for digital marketing?
Nearly 50% of businesses still don’t have a clear digital strategy.
Lack of clarity in online marketing means that you probably don’t have clear goals for digital marketing or the right KPIs to measure how well it’s working for your business. Our research shows that many businesses don’t have a structured digital marketing plan, yet they are doing digital marketing.
Worse still, you may be investing in the wrong tactics, so your competitors will get further ahead.
We are here to help you.
Our expertise is in helping businesses develop effective digital strategies which help them compete better.
Create a winning Digital Marketing and Planning strategy
Our comprehensive Digital Marketing and Planning is trusted by marketers and our trusted companies.
We help you create a winning Digital Strategy by:
- Planning: Creating a digital plan with our senior digital strategists
- Building Reach: increase awareness and demand while attracting targeted visitors to your website
- Acting: Defining customer journeys for your brand and maximize leads
- Converting: Persuading prospects to convert through online and offline channels
- Engaging: Develop long-term customer value using email and social media marketing
Digital marketing Audit
How will this audit help me and my business?
Do you want to know where you most need to improve your digital marketing? With so many great opportunities for deploying digital marketing, it can be difficult to know which to prioritize. In larger businesses, you will need to justify your plans to colleagues by showing clear priorities.
Who is this audit for?
We’ve designed this audit spreadsheet to be as flexible as possible, so it can be applied for different types of businesses and roles:
- Company directors and marketing managers – identify priorities you can direct your team and agencies to work on
- Digital marketing managers – create a prioritised roadmap of digital marketing activities and review actions as a checklist
- Agencies and consultants – use it to compare against and improve your own marketing audits and recommendations to clients
Reach – Organic and paid exposure across digital channels
- Use tools like Rank Checker to measure how well you rank (organically) on branded and category/industry keywords and phrases across major search engines
- Do you have an email marketing program in place? What are your open rates, click rates, etc.?
- Do you have a presence on social media channels relevant to your organization? Measure potential reach via likes, followers, subscribers, channel views, video/image views, etc. More importantly, measure % effective reach per channel by adding engagement activities such as likes + comments + shares and dividing by potential audience size.
- Are you running pay per click advertising campaigns, display advertising campaigns or mobile ads? Measure impressions and click through rates per ad channel.
Architecture – Channel design, structure and functionality
- Assess website usability. How are graphic elements used? How effectively is information presented and consumed? Test things like loads times, link integrity, navigation, etc.
- How well are your social media channels set up? Are profiles, descriptions, tags, links, etc. optimized?
Content – Process and assets
- Do you have a content strategy in place? Do you have content creation workflows in place? Is there a mechanism to measure what’s working and what isn’t?
- How strong are your content assets? What formats are you using? Text? Video? Photos? Audio? Applications?
Conversion – Activation of visitors
- Are your digital channels designed with a conversion funnel in mind?
- Do you have any forms on your website, Facebook, blog, etc? What is your rate of form fills per visitor? What is your form abandonment rate?
- Do you have clear calls to action on your web pages, Facebook pages, blog, etc?
Integration – Connection of all online and offline touch points
- Are social media channels accessible from your website?
- Are you cross linking from one social media channel to another? Are you linking back to your website from social media channels?
- Do your offline activities connect back to digital channels i.e. print ads, trade shows, etc.
Measurement – Digital objectives, metrics and performance
- Do you have objectives in place for awareness, influence, engagement and action?
- What metrics are you using to gauge performance?
- Do you have reporting protocols in place? What is the frequency of measurement and reporting? Are there feedback loops in place? Are reports analyzed and acted upon?
Assess these audit areas internally and benchmark your performance against your competitors where possible. Has your organization conducted a digital audit recently? Were the findings helpful in advancing your digital strategy? Is there anything else you measured? The comments are yours.
A robust online marketing strategy details the following goal types:
Setting multiple types of goals allows you to develop a better plan for your business. You can make short and medium-term goals that help push you towards achieving your long-term goals, for example.
How are digital marketing campaigns and digital marketing strategies different?
When you learn about what a digital marketing strategy is, you might wonder if digital marketing campaigns are the same thing.
Digital campaigns and digital strategies are not the same.
Digital campaigns are what you use to achieve the goals of your digital strategy.
If you want to use Internet campaigns successfully, you need to create a digital strategy.
Your online strategy will help you build successful and strategic web campaigns. A top-notch Internet marketing strategy will help you earn valuable leads and revenue for your business.
How to create a digital marketing strategy in 4 steps
Now that you know what a digital marketing strategy is, you can start creating one for your business.
Keep reading to learn how to develop your digital marketing action plan in four steps:
1. Create buyer personas
If you want to launch a successful online marketing strategy, you must know who you’re targeting. You can’t have a successful strategy if you don’t know who wants your products or services.
The best way to establish who is in your target audience is to create buyer personas.
Buyer personas are personas that represent the people interested in your business.
Most companies have a few types of people interested in their products or services. Creating personas helps you understand each type of person that wants to buy your products or services.
Building a strong marketing strategy starts with detailed and robust buyer personas. If you know who your ideal customer is, you can target them in a way that appeals to them.
So, how do you create a buyer persona?
Base your buyer personas off current customer data. Research your audience and interview them to learn more about them. You want to base your buyer persona on real data to ensure that you don’t make the wrong assumptions about your audience.
It’s essential to document demographic information like:
You’ll also want to know more personal information, such as:
From this information, you can start to form personas for your business. These personas will help shape your strategy and determine which channels you should use to reach people.
2. Set your goals
If you’re going to create a digital marketing action plan, it’s essential that you have goals. You can’t create a strategy without knowing what you want to achieve. By setting goals for your campaign, you’ll know what you want to accomplish with online marketing.
Focus on short, medium, and long-term goals.
Your goals should align with your business’s goals. Whether it’s to earn a certain amount of conversions or obtain a specific number of leads, you’ll want to set strategic goals that help you achieve your overall goals.
When you set goals, you must establish:
- What you want to achieve
- When you want to reach it
- How you’ll measure that achievement
You’ll want to create S.M.A.R.T goals for your digital marketing strategy.
S.M.A.R.T stands for:
- Specific: Your goals are precise to what you want to achieve. You don’t want to set vague goals like, “get new customers,” but rather, “earn X amount of leads.”
- Measurable: When you set goals, you want to measure whether you’ve accomplished that goal. When you create a goal like, “earn X amount of customers,” you can measure how many customers you obtain to see if you’ve met that goal.
- Attainable: Many companies make the mistake of setting goals that aren’t realistic. You wouldn’t set a goal to earn 200 leads if that isn’t feasible for your business. Instead, aim to set competitive goals, but not impossible ones.
- Relevant: Your goals should relate to what you’re trying to achieve with your campaign and your business. You wouldn’t set a goal to get “X number of email subscribers” if you aren’t running an email campaign. Your goals should always align with what you want to accomplish.
- Timely: When you set goals, it’s crucial that you establish a timeframe for achieving them. You want to give yourself a deadline for reaching your goals. Whether it’s weeks, months, or years, ensure your goals have a timeframe.
S.M.A.R.T goals will help you create better targets for your digital marketing action plan. You will see more successful results with your campaign when you set goals that you can measure and knock out.
Your S.M.A.R.T goals will also help you establish key performance indicators (KPIs) for your campaign.
KPIs are figures that help you identify and establish how to measure the success of your campaign. You want to look at metrics, like bounce rate or pageviews, that will showcase whether you’re succeeding with your campaign.
4. Establish your budget
When setting up a digital marketing strategy, it’s essential to know how much you can spend and what resources you have for your campaign. You don’t want to plan for an online marketing strategy that goes beyond your means.
First, you’ll want to establish a budget for your marketing efforts. It’s most effective if you create a budget for each campaign. This division ensures that each method has a set budget, and you know how much you can spend on each one.
If you only have one budget for all your marketing efforts, you may end up over-investing into one digital marketing tactic.
Aside from your budget, you’ll also want to establish your resources. People are one of your most essential resources. You must determine how many people you have to work on your online marketing campaigns.
Another resource is tools.
If you have any marketing tools, like Google Analytics, that help you run or analyze your campaign, you’ll want to take those into account towards your budget and means.
Establish your budget and resources, so you know what you have before launching your strategy.
Build your digital marketing action plan today
A web marketing strategy is a crucial part of helping your business grow. When you have a digital marketing action plan in place, you’ll keep your business focused on achieving your goals.
Here, we’ll look at the recipe for digital marketing success — seven digital marketing components you’ll want to add to your digital strategy.
What are the major components of digital marketing?
On their own, digital marketing strategies are powerful. Combined in the perfect proportions? A recipe for success.
Typically, digital marketing components include:
- Search engine optimization (SEO)
- Pay-per-click advertising (PPC)
- Web design
- Content marketing
- Social media marketing
- Email marketing
Now that you have an overview, let’s take an in-depth look at each digital marketing element.
1. Search engine optimization (SEO)
The foundation for successful digital marketing, search engine optimization (SEO) refers to a number of strategies designed to boost your rankings in online search results.
Why do you want to achieve top rankings?
A staggering 75 percent of people don’t look past the first page of search results. You can have the best-designed website in the world, but if it doesn’t rank on the first page, most people will never find it.
When your website ranks at the top of search engine results pages (SERPs), more qualified leads will find and contact you when searching for products or services related to your business. In other words, higher search rankings translate into more leads, phone calls, and revenue for your company.
How do you rank in search results? You can use numerous SEO strategies for your business including:
- Create quality content that answers searchers’ questions
- Clean up your site’s code and increase page speed
- Streamline your site’s design and navigation to improve user experience (UX)
- Earn backlinks from reputable sites
It’s important to remember that SEO is a long-term strategy, so don’t expect to see results overnight. While SEO requires regular upkeep to maintain top rankings, the results are well worth the investment for your business.