1.Audit your Current Digital Marketing
To improve your digital marketing strategy and tailor it to your specific business needs, you need to audit the channels and tactics you already use. This includes all aspects of your digital marketing campaign, such as:
Owned media are all digital assets your company possesses and controls, including your website, social networking profiles, blog, imagery, as well as certain off-site content like articles on Medium. This part of your strategy is based on your content.
Content marketing helps you rank high in the SEPRs, attract people to your site, engage them, and convert them into leads.
Sure, to get the most out of your content strategy, you need to know what content resonates with your target audience.
- Make a list of your content.
- Audit it.
- Identify the major gaps in your messaging or targeting.
- Use this data to build a more informed content creation plan. It should include the rules on title creation, formats, goals of content, target audiences, promotional channels, the budget you want to allocate to content marketing.
This includes guest blogging, building links on authoritative sites, your PR efforts, and customer reviews and user-generated content. To see what tactics work for you best, you can track them and even rank them using Google Analytic.
Paid media includes any aspect of your marketing strategy that requires you to pay to gain exposure, such as Google Ads, paid social ads, native advertising, etc.
So, if you’ve been already investing in paid media, you need to evaluate your assets to see whether they meet your business needs.
If most of your PPC budget goes to Google Ads, but you’re not seeing the desired results, maybe it’s time to rethink your targeting, keyword optimization, landing page design strategies or even focus on some other platform that would yield better results.
2.Combine your Tactics for Better Results
Now it’s time to bring these tactics altogether to build a solid marketing strategy that makes sense for your brand.
Your digital marketing strategy should be built in the long-run and consist of a series of actions you will achieve. For example, you could build a yearly digital marketing strategy. Use spreadsheets to create a step-by-step plan that will guide you towards achieving your business goals.
A path towards digital marketing success starts with a solid plan.
There is no one-size-fits-all marketing template you can apply to scale your business. The main goal of your digital marketing plan is to map out all tactics that will lead you to long-term success. And, as such, it needs to align with your business’ demands and communicate your unique brand identity.
3. Create a Buyer Persona
The foundation of any solid digital marketing strategy is to know who you’re addressing. And, to do so, you need to build solid buyer personas.
These are semi-fictional representations of your “perfect customer” and can be created by collecting customer feedback through interviews, surveys, and research. Most importantly, creating customer personas is not something that can be done randomly, as making assumptions may distract you from your priorities.
Whenever possible, you should try to get a rounded image of your persona by using real customer data, both qualitative and quantitative.