Competition in the digital world is rough, and more prepared businesses will raze you to the ground if you don’t prepare. Digital marketing strategy is a part of sustainable business, using online media to invite old and new customers. A company should apply multiple strategies based on its targets and goals.
The most profitable businesses in the 21st century use well-planned digital marketing strategies. Start making yours with these pointers.
7 Steps of Creating a Digital Marketing Strategy
All marketing strategies root on one important element: target customers. They determine the success of your business goals. The point of marketing is picking the right customers and creating strategies based on them as successful measures. Follow these steps to create your strategies.
1. Understand your customers
Create several “personas” that represent your target customers. Start by collecting data using surveys, polls, and interviews. Collect quantitative and qualitative data from the customers. The first one consists of age, gender, location, income level, and educational/professional backgrounds. The second one consists of things like hobbies, life goals, and problems.
2. Measure your goals
Use your ultimate business goals as the ground for marketing strategy. Avoid using vague terms like “creating a successful and growing business.” Use measurable goals for each strategy, such as “increasing business revenues for 50 percent by the end of 2019.”
3. Assess your existing digital marketing assets
Make an inventory of potential digital marketing assets you already have. The most obvious ones are websites, blogs, and social media (the business account versions). Include paid media like Google Ads to spread your reach. Don’t forget to create a good PR strategy to get media recognition and mouth-to-mouth exposures.
4. Evaluate and plan your marketing contents
If you already have marketing strategies, evaluate them to identify gaps or weaknesses. Use the data and measurable goals you have created. Make sure the marketing contents have clear goals, structures, and themes based on target customers.
5. Evaluate and plan your earned media campaigns
Earned media is the exposure you've earned through content you've shared on other websites (e.g., guest posts), PR work you've been doing, or the customer experience you've delivered. The recognition you receive as a result is your earned media.
Use tools such as Google Analytics to get measurable data, such as traffics, referrals, purchases, and organic searches. Use the data you compiled to pick what work and what don’t.
6. Assess and plan your paid media campaigns.
Evaluate your existing paid media across each platform (e.g., Google Ads, Facebook, Twitter, etc.) and determine the ones that will help you meet your current goals.
7. Put all the data together
The previous steps help your business to get customer profiles, specific goals, data inventory for marketing media, and structures for promotional content. It’s also a good idea to compare the results of each marketing platform, such as social media, website, and paid media. Identify the most and least effective strategies to find solutions. Include them in your long-term marketing plan and use a specific time period, such as 12 months, to create several measurable strategies.
Examples of Successful Digital Marketing
How do successful companies stay on top amidst tight competition? They have well-planned digital marketing strategies. Here are several examples.
MasterCard uses the current obsession toward traveling to market its products. MasterCard emphasizes the joy of traveling and how customers can benefit from the card. The company created a blog called Priceless Cities, designed like a popular travel blog. It describes travel stories and how credit cards help travelers.
2. Delta Air Lines
Delta Air Lines gained a reputation through their Twitter posts. The company uses Twitter to engage with loyal, new, and potential customers. Delta loves sharing inspirational stories and using its platform to spread awareness. For example, during certain awareness month (like breast cancer), Delta will share passengers’ related stories in a thread.
Airbnb uses image-based social media like Instagram to spread its business reputation. The company makes user-generated posts about travel destinations, travel tips, jokes, recommended Airbnb properties, and personal stories from customers. Airbnb successfully blends promotion, trend, practical tips, and heart into its social media presence.
Yelp is the embodiment of innovative digital marketing. Before its time, the concept of social networking site as a review source was a novelty. Yelp was born to answer people’s enthusiasm in sharing personal reviews about things they like (and dislike) online. Unlike other review sites, Yelp encourages a more personal approach. The company quickly became a success, especially since people tend to trust organic, personal reviews more.
5. Red Bull
Red Bull is famous as an energy drink, but its current marketing campaign focuses on extreme sports. Instead of flaunting the products, Red Bull presents the ideal lifestyle this drink is associated with. The company’s website has a blog that shares various news, information, and tips about extreme sports.
Wayfair uses various Instagram features to market its furniture products. The company takes pictures of various rooms with beautiful furniture. Wayfair tags each product in its picture, complete with information such as its name and price. The tag leads to Wayfair’s catalogue album. This strategy helps prospective customers seeing design potentials they can get from Wayfair.
These companies apply digital marketing strategies to create engagement with people. They also use specific features in their marketing tools to maximize promotion.
Marketing strategy consists of studies, planning, implementations, and evaluations. A digital marketing strategy encourages business owners to adjust with the modern trend. Learn from these successful companies about digital marketing strategy, and try incorporating it with your own business.