It's probably safe to assume a serious part of your marketing strategy today is digital. Consumers and businesses alike are nearly always online and on-the-go — and you would like to be ready to reach them and observe their behavior where they spend their time.
It's important to know how a marketing strategy differs from a digital marketing strategy before implementing one or both at your company.
A marketing strategy is a plan for reaching a selected marketing-related goal (or goals) in a focused and achievable way. It takes into consideration what your business is currently doing well and what you're missing with regard to the target you set, so you're more likely to accomplish it.
What is a digital marketing campaign?
As mentioned, a digital strategy is that the series of actions you propose and aim to achieve your overarching digital marketing goal. In contrast, digital marketing campaigns are the building blocks and actions in your strategy that move you toward a selected, digital end goal.
Build your buyer personas
For any marketing strategy — digital or not — you would like to understand who you're marketing. The simplest digital marketing strategies are built upon detailed buyer personas, and your initiative is to make them.
Identify your goals and therefore the digital marketing tools you will need.
Your marketing goals should be tied back to the elemental goals of your business.
For example, if your business's goal is to extend online revenue by 20%, your marketing team's goal could be to get 50% more leads via the website than the previous year to contribute thereto success.
Evaluate your existing digital channels and assets
When reviewing your existing digital marketing channels and assets to work out what to include in your strategy, it's helpful to first consider the large picture — this may prevent you from feeling overwhelmed or confused.
What you've got, and categorize each vehicle or asset during a spreadsheet, so you've got a transparent picture of your existing owned, earned and paid media.
Audit and plan your owned media campaigns
At the guts of digital marketing is owned media — and it nearly always takes comes in the sort of content. That's because nearly every message your brand broadcasts are often classified as content, whether it's an About Us site page, product descriptions, blog posts, ebooks, infographics, podcasts, or social media posts.
Content helps convert your website visitors into leads and customers while improving your brand's online presence. And when this content is SEO optimized, it can boost your search and organic traffic.
Audit and plan your earned media campaigns
Evaluating your previous earned media against your current goals can help you get a thought of where to focus sometimes. Check out where your traffic and leads are coming from (if that's your goal) and rank each earned media source from best to least effective.
Audit and plan your paid media campaigns
This process involves much of an equivalent process: you would like to gauge your existing paid media across each platform (e.g. Google AdWords, Facebook, Twitter, etc.) to work out what's presumably to help you to meet your current goals.
If you've spent tons of cash on AdWords and haven't seen the results you'd hoped for, maybe it is time to refine your approach, or scrap it altogether and specialize in another platform that seems to be yielding better results.
Based on your buyer personas, identify any gaps within the content you've got . for instance, if you are a math tutoring company and know through research that a serious challenge for your personas is finding effective ways to review — you do not currently have content that speaks thereto concern — create some.
By watching your content audit, you would possibly discover that ebooks hosted on a particular sort of landing page converts rather well (better than webinars, for example). within the case of this math tutoring company, you would possibly make the choice to feature an ebook about "how to form studying more effective" to your content creation plans.
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