Crafting a digital marketing strategy in 5 steps
If you’re new to the world of digital marketing, it can be pretty overwhelming. There are so many platforms and tools out there that you can use in different configurations to generate an infinite number of digital marketing strategies. If you’re confused about where to start, this is the right place for you. In this article, we will go through the digital marketing process step by step.
Why do you need to engage in digital marketing?
Traditional marketing channels like newspapers and television have always charged a lot for advertisements. The reason for this is that many people will probably see the ads placed in these widespread mediums. Even though they have a wide reach, there is no way to guarantee that your target audience will come across your advertisements. On the other hand, digital marketing channels give you more control over who sees your content. Equally important is the fact that you can gather data from your customers that will help you understand them better.
Here are the essential steps of a digital marketing strategy
1. Determine who exactly your target audience is
Even though digital marketing is drastically different from traditional methods, basic marketing principles still apply. To get new customers, you first have to know who is most likely to buy your product or service. You have to consider different demographics such as age, gender, income, hobbies, location, and profession. It is also important to remember that your target market may not be the same as your target audience.
For example, if the product you create is toys, you have to determine what age range of children will enjoy them, along with things like their level of education. In this case, the children are your target market. However, they are not your target audience. This is because it is (most likely) their parents who will end up purchasing the product. While creating advertisements, you will have to consider the demographics of the parents – such as income and profession.
Once you know who your target audience is, you can move on to creating content.
2. Draw up a map of your strategy
Content creation is a large part of the process of digital marketing, but you have to plan before you start creating. You first have to choose which platforms to use and then create specific content for each platform separately. Your choice of platforms should be informed by your target audience – where they usually hang out on the internet is where you should be as well.
Then you need to figure out what content you will post on each platform. You should tailor your content to each specific interface. You also need to figure out a schedule on which you will post your content. You can even align your posts with popular festivals like Halloween and Valentine’s Day.
3. Manage your social media profiles
You probably already have social media accounts on different platforms, but if you don’t, the first step is to start creating them! You have to keep in mind that social media spaces – as opposed to traditional marketing channels – are dynamic and evolving constantly. People can now interact with the content you share almost as if your business was a human being.
This means that you have to engage with your followers all the time. You have to respond to any questions or comments they might have. It is also necessary to interact with other businesses that work in the same space – or are adjacent – to you. When people see you having virtual discussions that interest them, it is easier to persuade them to buy your products. You can also use social media analytics to your advantage. For instance, you can find out when exactly most of your followers are online and post at those times to increase engagement.
4. Retarget those who seem interested
While social media is a great way to interact with both old and new customers, the practice of retargeting involves reaching out to those who have already purchased from you – or have almost purchased from you.
You can reach out to the people who have already bought from you by sending out an email whenever you launch a new collection or product line. You can also use customer data to gain an understanding of what your customers like, and then offer them products and services that are similar or complementary.
On the other hand, you probably don’t have a lot of data regarding those who may have visited your website but not purchased from you. You can, however, draw inferences based on what they were browsing, which pages they spent the most time on, and so on. You can then make use of tools like Google Ads to bring their attention to your brand once more.
5. Optimize your web page
Having a strong social media presence is vital, but making your website findable in search engine results is even more valuable. When people are looking for something, their first instinct is to type their query into google. If you can rank at – or near – the top of the page, it is more likely that people will visit your website.
This practice – called search engine optimization (SEO) – involves several different factors, including but not limited to: what keywords you use, how fast your page loads, whether or not your website is mobile friendly, and backlinks to highlight the authority of your website.
You will have to repeat these steps now and then to see successful results
It is important to keep tweaking your digital marketing strategy as you gain more and more data. Remember that – like social media itself – your customers will change from time to time. They will learn, grow, and their tastes will evolve. Make sure that you keep up to date with your target audience, gathering information on everything from their google searches to their tastes in music. Most importantly, keep in touch with your customers and show them that you care about them.
Companies like iTrobes offer digital marketing services to help you boost your digital marketing. The advantage of outsourcing is that you can leave the research, planning, and execution to seasoned professionals while you focus on what is most important – your business and your brand.
Contact us today to expand your digital marketing!
