What is a Digital Marketing Strategy?
In this day and age, having an online presence is a must. But where do you even begin? Is a website good enough? Should you be on social media? What’s the benefit of a blog and is that the right strategy for your organization?
As a digital strategist, these are questions I encounter all the time. Digital marketing is a whole new world and it takes some time to get the hang of things. Well, never fear! Reusser Design is here to help make navigating the online world of digital marketing just a little bit easier.
You’ve surely heard of traditional marketing before, but how is digital marketing different? According to Hubspot, digital marketing incorporates the marketing efforts that happen online or through the use of an electronic device.
In short, a digital marketing strategy is a series of tactics that help you achieve your online marketing goals.
Why is Digital Marketing Important?
I know you may be thinking digital marketing isn’t a big deal. So what if you’re low in the search rankings? Who cares if you’re on social media? Well, 98% of millennials own a smartphone, and of those millennial smartphone users, 80% have their smartphone at their side at all times—day and night.
Between the high quantity of smartphone users and the abundant amount of locations with free wifi, being present online is more important than ever. Most people are actively using the internet on a daily basis, so you need to be there, too! You can’t just jump in without a plan, so use these recommendations to help create a plan that will help improve and enhance your online presence.
Analyze Your Online Presence
Before you are able to create a strategy, you must first assess your current online presence. Do you have a website? What social media platforms are you on and how frequently are you using them? Does your business or organization have positive online reviews?
Take a step back and look at your online presence from an outsider’s perspective by performing a situation analysis. What message are you communicating? is your content compelling and images visually appealing? How frequently do you post to your social platforms? Evaluate and document your current online habits. This will help you to set goals to improve your online presence.
Set Attainable Marketing Goals
Speaking of goals, set some! When creating a digital strategy—or a strategy of any kind—you should always begin with setting some attainable objectives. Stephen Covey puts it best in his 7 Habits for Highly Effective People that you should begin with the end in mind. Knowing where you want to end up will help you set goals along the way.
Maybe you need to increase brand awareness or boost engagement on your social platforms. Whatever it is, set measurable and attainable goals. If you do not have the capacity to maintain your strategy, you will never reach your goals.
Define Your Target Audience
Determining who you are marketing to is an essential part of the process. You will want to cater your digital content to influence your specific audience. There is a lot of noise online, and if the content you’re producing isn’t valuable or targeting the right people, it just contributes to the noise. Providing compelling content that meets the needs of your users will be a driving force in your overall strategy.
Take a look at your brand’s competitive landscape. What are others in your industry doing to successfully reach their networks? If your competitors are effectively reaching users through LinkedIn, be there! If no one in your industry is on Twitter, maybe that’s not the right platform for you. If you’re being outranked in the search engines, maybe you should evaluate your current SEO content.
Learn from what others in the industry are doing and use this to guide your digital marketing strategy.
Create Content with a Purpose
We’ve heard it said before—content is king. But creating digital content is a lot of work. Instead of spending time writing many different pieces of content, invest your time into creating content that can be used time and time again. Check out this blog by one of our content strategists on making the most of your content writing.
You can also use a technique called historical optimization. This tactic will use content you've already created to help improve website traffic while freeing you from the endless cycle of blog writing.
Use these techniques to develop a plan. You know your current online presence, and you have set goals that you want to reach. You know who you are marketing to and you understand what the competition is doing. Now, spend time creating meaningful content that can be repurposed and recycled to increase web traffic and social engagement.
What NOT to Do
DON’T rinse and repeat. The same digital strategy will not work forever, so don’t stay stagnant in your method. Continue to assess your online presence and set new goals after achieving your current objectives. Always be on the lookout for new trends in your industry, and keep creating quality content.
As always, if you need assistance, let us know! We have a well seasoned and experienced team that is happy to help create a digital strategy for you.