Digital Marketing Strategy
In simple terms, digital marketing is the promotion of products or brands via one or additional types of electronic media. Digital marketing modify from traditional marketing strategies. It involves the utilization of channels and ways that alters a company to research marketing campaigns and perceives what’s operating and what isn’t in real time. To be competing these days, brands need to engage with customers regularly. Technology and social platforms have made it very easy to do so, and there seems to be no shortage of opportunities for engagement with the customers. For example, advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via television and radio channels.
1. Goals & Objective
In digital marketing strategy, the key to success is being able to define objectives and measure how successful they are. The objectives you decide for your digital marketing strategy need to be SMART( Specific, Measurable, Attainable, Relevant and Timely). When defining your digital marketing objectives, you should think about how they will align with your overall business’ goals and your key performance indicators. Your plan needs to look at the whole customer journey. This can be summarized simply as awareness, acquisition and conversion. Different online tactics will support different parts of this customer journey. Once you have defined your objectives, you should provide a summary of your digital marketing strategy, showing how you are going to use digital marketing to meet your goals.
2. Identify Your Customers
An effective digital marketing strategy starts with knowing your customers and your goals. Before your customers ever land on your digital properties, you have to find creative ways to fill them in on who you are and what you are doing as an enterprise. This is where the acquisition game comes into play, and it is a crucial and the most difficult step for marketers looking to Attract the Right Customers for their business, who actually add some value to it. Websites, e-commerce stores and blogs, social media platforms such as Facebook, Twitter, Instagram and Vine are all effective ways to draw new crowd and customers to your website, and other methods such as search and display may also help you optimize your digital marketing strategy. That’s why it is crucial for your company to identify what your target market is before you begin the acquisition portion of your digital marketing campaign.
3. Identify Your Competitors
The purpose to identify your competitors is to gain a level of insight that allows you to evolve your digital marketing strategy based on competitor insight. It’s not that you should be dictated by what you learn about competitors, as being very reactive to that can be worse than doing nothing. What you need to do is, you find businesses similar to yours, but not limit your analysis to competitors of a specific size. Go through the social media sites and identify your true competitors and focus on the USP (unique selling point); e.g. what extra and beneficial values you can add to your product as compare to your competitors.
4. Assign Roles
The most efficient marketing strategy is considered as the one which explains the goals and objectives of your business to your team and customers. Marketing strategy is very important that before going to start the business you have assigned and identified the roles of every members in your team. This will make your marketing strategy more clear and ambiguity free.
5. Search Engine Marketing
Search Engine Marketing (SEM) is a form of internet and Digital marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through paid advertising. Many small businesses think running a paid search campaign is too expensive and don’t have a marketing budget to compete with bigger, but this is not a true case for all. I will explain how you can make your digital marketing strategy even more better with search engine marketing.
5.1 – Keyword Research
Keyword research is the most crucial step, for being competitive with your competitors is to be strategic about which keywords you go after. Perform a deep keyword research. These are the words that you want to get found for online. In order to identify these keywords, I recommend conducting a brainstorming session with stakeholders from your company. After choosing a good keyword strategy, you can also save money by restricting certain keywords with matchtypes and negative keywords. This is an excellent way to reduce wasted spend.
5.2 – Search Engine Optimization
Search Engine Optimization(SEO) is the process of improving the visibility of a website on organic search engine result pages (SERPs), by incorporating search engine friendly elements into a website. There are many aspects to SEO, from the words on your page to the way other sites link to you on the web. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand. On the surface, search engine optimization is a good way of marketing a website.
In search engine optimization, on-page optimization refers to factors that have an effect on your website or webpages listing in natural search results. These factors are controlled by you or by coding on your page. Examples of on-page optimization include actual HTML code, meta tags, keyword placement and keyword density. On page optimization refers to all measures that can be taken directly within the website in order to improve its position in the search rankings. The small things on your page add up to huge SEO benefits. Many website owners forget, or neglect to add the proper tags, headings and descriptions for their on-page SEO.
In search engine optimization, off-page optimization refers to factors that have an effect on your website or webpages listing in natural search results. These factors are off-site in that they are not controlled by you or the coding on your page. Examples of off-page optimization include things such as link popularity and page rank.
- Link Building
Link-building is another important aspect of search engine optimization and digital marketing strategy. It is a process that involves increasing the quality and quantity of sites that are linking back to your domain. The landscape of SEO and link building is always changing, and today the importance of building high-quality links has never been higher. The need to understand and implement high-quality campaigns is essential if you’re going to compete and thrive online. The volume and quality of links pointing to a page always make the difference between rankings.
5.3 – Paid Search Ads
Paid search provides immediate, measurable feedback into which keywords and content are performing well, so we can use PPC(Pay Per Click) as a testing environment for SEO strategies. Paid search marketing means you advertise within the sponsored listings of a search engine or a partner site by paying either each time your ad is clicked (PPC) or less commonly, when your ad is displayed (cost-per-impression – CPM).
5.4 – Paid search advertising
In digital Marketing, Search Advertising is a method of placing online advertisements on web pages that show results from search engine queries. Through the same search-engine advertising services, ads can also be placed on web pages with other published. Some search engines will make it easy for users to determine which search results are natural and which are paid, while others will mix the results making it more difficult for users to determine which are the paid search results. It is also called sponsored search and considered one of the best practice for digital marketing.
5.5 – PPC (Pay per click)
Paid search marketing, also known as pay per click or search engine advertising, is by far the fastest way to drive relevant, quality traffic to your website. By utilizing ad platforms like Google AdWords, Microsoft adCenter, Facebook Ads or Twitter Ads, a website can drive as much traffic as it can handle and afford with a solid pay per click program.
5.6 – Measure the Results
For search engine marketing and a strong marketing strategy, you need to have a mix of above all mentioned features. Spend some time on selecting the keywords and work on your link building, as well as on-page SEO and off-page SEO, because these are the two most commonly used techniques for digital marketing. Closely observe the results of your website’s ranking and conclude if your marketing strategy is working fine or not.
6. Content Marketing
Content marketing means creating and sharing valuable content to attract and convert visitors into customers, and customers into repeat buyers.
The type of content you share should be closely related to what you sell. In other words, you’re educating people so that they know, like, and trust you enough to do business with you. Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. Content marketing is known as one of the most powerful source of digital marketing.
6.1 – Blogging
While blogging evolved out of personal expression, business blogging is less about corporate ego-centrism and more about empathy with customers. Customer-centric content for blogging is more relevant and does a much better job of engaging. Collect data through reader / customer surveys, analytics, social monitoring and other tools to form a profile. That profile represents topics, behaviors and preferences that can translate into search keywords, social topics, social channels, editorial calendar and promotion plans.
6.2 – Guest Blogging
Guest blogging helps you gain traffic and make you implement your digital marketing strategy in a good and gentle manner. Guest blogging helps you get more audience, and boost your SEO ranking in a cost-effective way. Whether you’re looking to drive traffic to your business’ website or would like to enhance your personal brand, you can benefit from a strategic guest blogging approach. A quick search on Google will bring up a few suggestions of guest blogging but if you are going to take guest blogging seriously you’ll need to know what to look out for in a potential opportunity. Things like domain authority, social media following and topic performance are key to your guest blogging strategy’s success.
6.3 – LinkedIn Blogging
As for the premier business-to-business social network, LinkedIn is one of the most effective ways to market with other businesses today. For information about your work experience and education, LinkedIn allows you to enhance your profile with the Web 2.0 capabilities to showcase your expertise. LinkedIn groups help you stay informed and keep in touch with people that share your interests. You can create your own LinkedIn groups or join any number of groups that focus on your area of interest or expertise. Participating in LinkedIn groups by adding value to the discussion is a great way to expand your circle of influence and to attract customers. Platforms like LinkedIn can boast your digital marketing strategy and in a very short time you can gather good number of audience for your business.
6.4 – Press Release
Press releases are not only an effective tool for distributing content to the media and consumers, they can easily be syndicated creating a excellent opportunity to attract incoming links for marketing. Press releases are very strong digital marketing tool now a days.
6.5 – Documents
Documents like, presentations, to do lists, checklist, PDFs and e-books are considered a good way to convey your business goals and to gather maximum number of customers by using written content . But that content should be written by the one who have a clear understanding of what actually your digital marketing strategy is. Once it is clearly mentioned that what are the goals and objectives of your digital marketing strategy , you can decide how you are going to gather a massive audience who actually need your products.
6.6 – Presentations
Growing tactical expertise is essential, but understanding the customer universe and their buying experience is even more important in today’s always on, always connected, digital world. Presentation is one very useful way to attract , inspire and engage the people with your business and product.
6.7 – Webinars
Webinars are one of the most popular ways for B2B marketers to reach new customers and build enduring relationships with existing ones. 62% of B2B marketers currently use webinars and 63% believe they’re an effective content marketing tactic. Webinars are also great for list-building. Unlike most top-of-funnel content, attendees often register with contact information before participating. Host recorded webinars on a resources page to continually attract and generate leads. Marketers can use these recordings for nurture campaigns and calls-to-action across channels.
6.8 – E-books
content marketers have embraced e-books for marketing their businesses and as a source of income. Their goals vary, and so do the formats they prefer. Some use PDF-style e-books they create and sell from their own websites, and some publish EPUB-style e-books they upload and offer on Amazon, Barnes and Noble, and the iBookstore.
6.9 – Forums & Q/A Sites
Q&A sites can be a great opportunity to exploit for digital marketing while it’s still fresh. The value that Q&A sites and forums offer is their ability to give you an unlimited source of content ideas, particularly for long tail phrases. Q&A sites and forums are filled with people who have a problem, and need helping solving it. That gives you the chance to offer them VALUABLE content the right way. It’s not about promoting your products and services. It’s about helping your audience, which is the basis of inbound marketing. You have to think for the customer’s benefits as well to make your digital marketing strategy workable and successful.
6.10 – Videos
Businesses are flocking to video content marketing as an efficient and wickedly effective content tactic for digital marketing strategy. When it comes to content marketing, the role of video is becoming increasingly clear. Today, more than ever, companies are realizing that video has a key role to play in the content and digital marketing strategy. It is a tool for capturing the user’s attention and delivering a brand message in a memorable and meaningful way.
6.11 – Infographics
Infographics are creative and illustrative representations of your business philosophy that you are trying to convey. In creating infographics, the designers involve various elements such as charts, colors, images and graphs. Your posts attract more people when it is accompanied by a visual thing like infographic. The whole reason why visuals were introduced into marketing campaigns in the first place was because marketers wanted to capture the attention of the audiences in a more effective way. Now the audience’s attention span is shorter than ever, which is an important factor in increasing the prominence of visuals in the whole digital marketing strategy.
6.12 – Measure the Results
Content marketing is one of the most important way to promote your business. The more efficient and more understandable your content, your posts will be, the more customer will reach you. For better results, Infographics, video and images are the most valuable resources one can use to make his product viral. A good digital marketing strategy always works hard on the writing the content.
7. Social Media Marketing
Social Media Marketing(SMM) refers to the process of gaining traffic or attention through social media sites. Leveraging the power of content and social media marketing can help elevate your audience and customer base in a dramatic way. Success with social media and content marketing requires more listening and less talking. Read your target audience’s online content and join discussions to learn what’s important to them. It’s better to specialize than to be a jack-of-all-trades. A highly-focused social media marketing strategy is intended to build a strong brand, which has a better chance for success than a broad strategy that attempts to be all things to all people.
7.1 – Goals of Social Media Marketing
Social media marketing programs usually are center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media. Without a clear idea of the results you want, your program may not reach its potential that means you need to work on your digital marketing strategy seriously.
7.3 – Chose channels
As the social media platforms continues to expand at a rapid rate, it’s becoming increasingly difficult to hone in on the most effective platforms for your business. A general rule of thumb is to focus on developing a strong brand presence on three social media channels. But, which ones are right for you? Twitter, Pinterest, Instagram, Facebook, Tumblr… the list goes on and on. The different social media channels prove to be more or less effective dependent on what you are hoping to achieve and whom you are trying to reach with your digital marketing strategy.
The popularity of Facebook spreads across nearly all demographics making it a great way to increase brand awareness. You need to plan for success. It is important to understand the unique aspects of Facebook’s functionality to deliver the best experience for your fans which should beget more fans. Facebook can help drive brand awareness, loyalty, engagement, and ultimately, benefit to your bottom line. Speak in your brand or business voice, but respect the Facebook platform for length of post. Also, look to how your fans comment to adjust for tone and approach-ability. Vary first and third person to reflect the conversational approach that is appropriate for a particular piece of content. Utilize the power of the news feed and Start with a 14 or 30-day advanced planning to layout events, topics and content that might be meaningful to your brand advocates.
Twitter is a micro-blogging platform for rapid and efficient distribution of information. Twitter uses its interactive nature to not only connect with your own target audience, but also with other similar or complementary businesses, and hence also their target audiences, and this is what is the best part of choosing twitter as your social media channel.Twitter’s Strength is in short-form communication, Twitter users are masters of condensing information into short spaces. Because of its live updating feed, Twitter is a great place to announce new products, deals, events, news headlines, etc. Moreover the character limit provides a great opportunity to re-direct your followers to your other social media pages or website in order to ‘learn more’ about the subject of the tweet.
LinkedIn is the largest business-to-business social network, designed for networking and making new connections. Its more formal nature caters to a predominantly older demographic. LinkedIn is the place to sell your product or service, and not your brand’s likeable personality.
LinkedIn is less of a place for you to share general useful content. It should be used more as an opportunity to drive purely your brand’s original content, website, or other service details. Keep posts direct and to-the-point to increase the perceived accessibility and ease of working with your business. Again, the content in digital marketing strategy is the back bone of your marketing strategy.
Google+ is a bit more professional than Facebook, making it a highly appropriate platform for B2B firms and bloggers to reach their audiences. Besides, the Google+ ‘Communities’ feature provides the opportunity to join and post in various groups, further broadening awareness of your brand. Google+ is a casual, yet professional, atmosphere which makes it a great place to share fun photos and videos, as well as content like helpful articles and blog posts. In terms of digital marketing, businesses that want to reach people who are passionate about something will find it easier to do so with the new changes to Google+.
Instagram is a fast-growing platform and businesses are eager to establish a presence and encourage engagement on the network. One of the most important things marketers need to know is how well their Instagram account is driving traffic and leads back to their website. For personal use, Instagram is fun and spontaneous. But if you want to use it as a marketing tool, you have to be a little more calculating with it. Instagram has built itself up as a platform that thrives on users being able to engage with the visual content brands share.
YouTube is the world’s biggest video network. By understanding how you can take advantage of YouTube’s algorithm will help your channel and videos be seen by more people. You must create and share valuable video content that’s relevant to what your ideal customer is searching for on the Internet. YouTube Cards let you add interactive cards to your videos. They provide excellent motivation for viewers to act on your calls to action.
7.4 – Plan Your Content
Planning content on social media still allows for flexibility to the schedule and provides opportunities to slip in real-time engagement. It is also critical that you develop your content with the objective of helping people as much as possible. The more your content works to help people resolve problems they face, the more of a chance it has of attaining viral distribution or word of mouth exposure. In terms of publishing frequency, consistency can help your audience learn when to expect new content from you, and keeping a consistent schedule makes sure you maximize engagement without hitting any lulls or stretches without updates. So be very straight forward while writing on social media for digital marketing strategy works only if you stick to the goals and objective of your business.
7.5 – Advertisement through Social Media
Twitter, LinkedIn, Facebook and other social media advertising platforms offer very effective targeting capabilities to address that problem. One of the great virtues of social ads is instant feedback. You can gauge the effectiveness of a sponsored post in minutes, and follow up with advanced analytics reports. With all this available data, you should be sending out several “test” ads to small audiences, tracking the results, and then pushing winning ads to larger groups. It’s cheaper and more effective.
7.6 – Measure the Results
When it comes to social media marketing, Facebook is the big guy on campus. It has the largest user base and has withstood the test of time. The company has redefined the way we look at social networks and also expanded the possibilities of social media for businesses.But at the other hand the other social media platforms like twitter, YouTube, LinkedIn and Instagram have also proved their worth to be used for social media marketing. It all depends on your business and product’s nature that which channel you should be using for digital marketing.
8. Email Marketing
Email marketing occurs when a company sends a commercial message to a group of people by use of electronic email. Most commonly through advertisements, requests for business, or sales or donation solicitation, any email communication is considered email marketing if it helps to build customer loyalty, trust in a product or company or brand recognition. Email marketing is an efficient way to stay connected with your clients while also promoting your business. An email marketing strategy is part of your overall digital marketing strategy and business plan. It helps you market your products and services with the use of the email channel with the best chances for making a profit and reaching your goals.
8.1 – Goals of Email Marketing
Setting goals makes it easier to measure the results of your different marketing activities, and also provides the focus and motivation you need to stick with them. Your ultimate goal should be to continue to deliver actionable content that your business and nonprofit audience can use to do more business and achieve success. If you want to build an audience of people who actually look forward to your emails, you need to get permission before adding new contacts to your list. Once people sign up, it’s your responsibility to provide value in every email you send out.
8.2 – Grow Your List
Email is a proven method for reaching prospects and cultivating long-term relationships with customers. Growing your business means lots of things. When you have an engaged group of customers and prospects who want to hear from you, getting the word out about your business, your services and your offers is much easier.You can grow your list by just sending business cards, creating your own events and etc.
8.3 – Write Great Emails
Writing Emails is one hell of the critical task for a digital marketer. Because you have to be very concise and focused a nobody reads long emails. To avoid this problem images and infographics are the best options to use in email to convey your message.
8.4 – Create a Schedule
Schedule your email in a way that most of your target audience can read it.It is purely dependent on your audience nature that which time you may schedule to send mails and newsletters. While many a quality email may be built during business hours, the ones with the best open rates aren’t being sent from 9 to 5. The top email strategy is to send at night. Moreover ,not as overwhelming a winner as the 8:00 p.m. to midnight time of day, Saturday and Sunday did outperform their weekday
8.5 – Measure the Results
Your email marketing strategy should match your brand’s look and feel. If you’re using a template, you might want to customize it to include your company’s colors and logo in the header. If your emails are consistent with the rest of your company’s content, then readers will feel more familiar from the start.
9. Mobile marketing
Mobile marketing is any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device.Or you can say, using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all.
Mobile marketing consists of ads that appear on mobile smartphones, tablets, or other mobile devices. Mobile marketing ad formats, customization, and styles can vary, as many social media platforms, websites, and mobile apps offer their own unique and tailored mobile ad options.
9.1 – Goals of Mobile Marketing
The increased usage of smartphones, tablets and similar mobile devices has made mobile marketing a must for many online businesses.
Goals of mobile marketing are
- To reach the maximum audience.
- To increase lead generation.
- To increase sales conversions.
- To increase Customer retention.
- To Improve customer service.
9.2 – Choose Platforms
There are multiple platforms for mobile marketing and you can chose any one or several for your digital marketing strategy. Some of the common platforms are
- Mobile messages.
- App based marketing
- In game marketing
- Mobile search ads
- Location based marketing
You can use any one of above mentioned ways for your product’s mobile marketing.
9.3 – Measure the Results
Mobile marketing is the future of marketing and comparatively a new concept in digital marketing field. Using mobile marketing is not that much critical, you just need to spend some time to create your ads and content and use them in an effective way with your digital marketing strategy.
10. Affiliate Marketing
Affiliate marketing is the process of earning a commission by promoting other people’s (or company’s) products. An affiliate marketing program is a lot of work, and in most situations there’s a lot of competition so you’re not going to be bringing in money immediately. Business owners and entrepreneurs suppose that all you need do is setup a site and choose an affiliate to associate with and then just let it run its course. An affiliate program is only going to help bring traffic to your website or business; you are in charge of turning that traffic into conversions.
10.1 – Goals of Affiliate Marketing
Setting goals for affiliated marketing is an important task. Once you define your goals and objective for your brand or company, you will be easily available to tackle and fulfil them. Some common goals includes
- Generating content and traffic
- Trial registrations and email subscriptions
- Conversions, sales and revenue
Taking the time to understand your business, your image, and your goals from the start can save you valuable time and resources. If you haven’t already, define the foundational elements of your online business and brand image by how and to whom you advertise.
10.2 – Build Affiliate Program
Affiliate programs is an opportunity for you to get hundreds, even thousands of web sites all driving traffic to your site and making sales for you. You should start with your existing customer base. Simply send out an email announcing your program and providing the link where they can sign up. I had a feeling my affiliate program would take off because I had customers emailing me asking if I had an affiliate program they could join.
10.3 – Distribute to the Market
Although affiliate products are created by others, the moment you promote something you become a representative of that product and it reflects on you and your brand. Whether you have a site or a network, visualizing and defining a successful affiliate marketing plan with your dedicated Binary Option Affiliates manager will ensure that your digital marketing strategy will be as successful as possible.
10.4 – Measure the Results
An affiliate program is basically a referral system that allows other people to promote your physical products and gain a commission on any sales made from people who are referred. Once you’re ready to launch your program, start putting feelers out by contacting people you think would be a good fit as an affiliate. As your affiliate program grows, you’ll notice little things about it you’d like to tweak, so this tip is a friendly reminder to do that as soon as you can.
11. Measuring Results
There are multiple ways to design and work on your digital marketing strategies.
I have explained most of them above and gave you a clear picture of how you can start working on making a good digital marketing strategy.Your main focus should be on selecting and writing good Content and choosing the best social channel suitable for your business.