Did you know that only 49 percent of businesses have a digital marketing strategy in place? That means nearly half of the companies operating online are doing so without clear purpose. If you’re one of them, you’re giving up a competitive advantage and potentially losing market share.
How can a digital strategy help your business?
Digital marketing helps place your products and services right where your target audience is most likely to see them: online. But a digital strategy must seamlessly integrate with your marketing plan to be effective in achieving business goals.
How can you create a more cohesive digital strategy?
- Set realistic goals based on key performance indicators. You should be able to accurately measure progress and understand the results in terms of client experience and ROI. For example, if your goal is to expand your Instagram following, follows could be a KPI.
- Consider existing channels and assets. This includes owned media (website and social channels), earned media (online reviews) and paid media (traditional and online advertising).
- Develop buyer personas that target your ideal client at each stage of the buyer’s journey. Use quantitative demographics and qualitative data, such as interests and online behavior.
- Create an effective funnel. For example, paid ads can work at the top of the funnel to raise brand awareness, while educational blogs and case studies can be used to drive conversion, and newsletters and exclusive offers can help with client retention.
- Use an editorial calendar to plan content creation, but be flexible. Allow for unexpected delays. Be prepared to make changes on the fly or drop content ideas that aren’t working.
Finally, CTA-driven content that is valuable to your clients can help fuel all of your marketing channels, not just your digital efforts.
Do you still have questions about optimizing your time and resources? Feel free to get in touch.
