With the help of a new leather-bound planner and an ink pen to commemorate the success of your college days, you launch your business with the dream to make it big in the corporate world. Well, even if you spent weeks making robust plans for your forthcoming marketing strategies, you realize the corporate world hasn’t yet adhered to a liking for your business.
It’s getting tough; competition is getting in action and you look as if you’re ready to call it quits at entrepreneurship.
Digital Marketing — Roadmap to Success
Inbound marketing is reshaping the internet and consequently, the world with its social media channels, search engines and numerous paid tools for global networking and exposure. Around 78% of up-and-at-them businesses today have digital marketing teams responsible for introducing brand-specific actionable digital marketing strategies for robust campaigns.
Within a few days of hiring a recommended digital marketing agency, you realize your business has started to take off according to its framework and plan. You realize that not only did digital marketing help you to treat your consumers more proactively; it also helped you grow and expand in your niche critically.
Digital Marketing might appear overwhelming at first, but it helps you implement your plans by keeping your goals in hindsight. With the help of social media networking channels, digital marketing strategies and the right approaches for the execution of your goals, digital marketing can help you expand and earn dividends in the long run, indefinitely.
5 Reasons to Incorporate Effective Digital Marketing Strategy
Today, digital marketing has expanded its virtues with visual content marketing, infographics and e-mail marketing as well so that it can help brands and consumers become more social and interactive with each other.
The ultimate goal of digital marketing is to create and highlight content – the numero uno basis of all strategies and online campaigns. Without content, your digital marketing strategy is well, a bust. Before you decide to establish a digital marketing strategy of your own, it is necessary to realize its importance and exactly how it can help your brand grow and gain dividends.
Mentioned below are 5 reasons why an effective digital marketing strategy is highly important and perhaps, the baseline of your business.
- Highlights Your Goals
Why do you need a digital marketing strategy in the first place? It is highly important to outline the basis of your strategy before you rush to an online interface and start splurging on motives such as paid media unnecessarily.
While building a digital marketing strategy, you’ll come across several barriers which will perhaps, stall your growth. At first, you’ve to stand your ground and realize that you’re not going to get intimidated by any competition in sight. This is a learning opportunity and even if your strategy goes bust, there are plenty that you can devise with the right approach in mind.
Secondly, you have to have a plan – you can’t devise a digital marketing strategy without highlighting what you plan on achieving with it in the first place. Outline what you wish to achieve with this strategy so that you can act accordingly.
Thirdly, it is highly necessary that you stick to the plan and follow it as if your brand depended on it. As an entrepreneur, it is important that you remain a man of your words. If you can’t do justice to your digital marketing strategies, then perhaps, you have to rethink what you require from your business in the first place.
This will help you to tackle the fourth step, that is, promotion of your business. Now that you’ve understood and highlighted your plan, to act upon those goals by taking baby steps at a time. It is your first digital marketing strategy – and we’d recommend you to go slowly but attentively. Your ultimate goal is to promote and grow your business, so make sure you don’t divert from your plan and stick to its directions religiously.
- Join the Bandwagon
According to the evolution chart shown above, you’d notice that digital marketing has taken a positive detour from our desktops to mobile devices – and with a lot of reasons, nevertheless. Smart devices are on portable and on-the-go, and sometimes, don’t require an internet connection as well.
Right now, we’re concerned with everything online, that is, we’re pursuing digital marketing through the Internet of Things. Search Engines are more than just channels that bind several websites together. Approximately 82% of consumers consider buying a product after they’re referred to a search engine in the hopes to come across product reviews and testimonials.
Most of the organic traffic on social media is usually generated via Google, out of which the greater chunk is generated through smartphones alone. According to another report, approximately 18% of all native and local searches result in positive leads and at least, one sale within 24 hours.
Buyers today, inhabit social media as if it is a cult that will help them achieve news about solutions for their shopping needs through new brands and their products. If your brand is accompanied with a video thumbnail on a search engine, then you can expect higher results than what you would have achieved with just a banner or text.
With all that is said, it is highly clear that your target audience also occupies the percentile that can’t live without their smartphones or search engines. In order to facilitate your target audience, you have to devise a digital marketing strategy that will help you cover all bases.
In simpler words, you have to be far more accessible and approachable by having your brand cover significant visibility through online search engines. The more your brand is visible to your target audience, the more concerned buyers will turn up to your website for shopping.
- Track Your Brand’s Growth
No strategy is complete without analyzing your brand’s growth and success as it moves closer to your goals. Digital marketing strategies are complacent with metrics that will help you analyze the success of your promotions throughout the campaign. These metrics will help you identify your brand’s ROI with spotlight to areas concerned for improvement.
There are several analytical tools in the market, Google Analytics, for one, helps you to analyze a variety of metrics so that you can keep an eye on the progress of your brand and manage your audience affectively.
- You Learn How to Be Interactive
Digital Marketing is all about being interactive with your consumers in order to give them a much more personalized experience. According to Cisco, around 80% of the internet traffic will be dealing with consumers interested in video marketing by 2019. Since we’re already living in the moment, it is no such secret how YouTube and ephemeral short video content through Instagram and Facebook have made this a more vivid reality.
Not only ephemeral content, Instagram with its IGTV app and Facebook with its specific option for streaming videos have also helped make this prediction true. People require brands to be more interactive – they don’t want to shop at a brand that uses the same old greeting messages that Walmart uses through their store greeters.
Still there are marketers for whom blogging still holds the same importance as it had in its initial days while 45% of B2C marketers prefer video content to be their ultimate breakthrough in engaging and luring audience for lead and dividend generation.
Consumers may call it personalization; brands call it a digital marketing tactic of remarketing so that they remember the bane of your existence even after they’re done shopping. Giving constant reminders and alerts through e-mail marketing and personalized ad content or specific promotions is a way to move from the back to the top of their minds. This will encourage them to remember you and turn to you for their future shopping needs as well.
- Increases Visibility of Your Brand
Apart from search engines, digital marketing strategies help your brand to stay on its toes at all times. Your digital marketing strategies are concerned with promoting your business so that you can stay ahead of your competition with maximum consumer outreach.
Effective brand recognition can be attained by staying on top of your game and there is no better way than to shamelessly promote your brand through influencers, social media blogging, video content and images and search engines.
The Ultimate Digital Marketing Strategy That Can Pay Off Dividends for Your Business
Assemble your ammo so that you can establish a robust digital marketing campaign for better conversions and amplified leads.
From defining your goals to promoting your business through Facebook advertisements is tricky and definitely time-consuming. Let’s create the ultimate digital marketing strategy that will reap higher dividends for your business.
- Establish Your Digital Marketing Goals with Key Metrics
- S.M.A.R.T Goal
Defining your goals will help you lay out a foundation to your digital marketing campaign. Your marketing goals are as important or somehow, a part of your business goal, that is to achieve positive consumerism and growth of your brand.
In order to simplify your goals, it is necessary that you pay attention to you’re the S.M.A.R.T goal framework. It will help you guide through your entire campaign so that you gain dividends in the end with promising long-term results and return on investments (ROI).
This framework should help you decide whether you wish for brand recognition or reputation, an engaged online community, positive growth in the form of lead conversion, recruitment of candidates or just improved market insights and internal communications
- Classify Your Metrics
Make sure you align your metrics with your social media marketing strategies and consequently, with your overall business goal. These metrics will help you to analyze the effectiveness of your social media engagement by providing you statistics of your total website clicks and registrations or subscriptions via e-mail alerts.
Consider this example of Benefit Cosmetics, a luxury yet vegan and cruelty-free cosmetics brand that has over 9.2 million followers on Instagram. Benefit Cosmetics makes use of paid media campaigns for promotion and awareness of its brand on social media channels. Despite this, it makes use of awareness metrics to deduce customer acquisition and engagement on posts that are audited organically through SEO tools or other digital marketing tactics.
- Analyze Your Target Audience
Do you plan on running a show without targeting or highlighting the type of audience that might come in through the gates? In order to run a digital marketing campaign, it is necessary that you highlight your target audience so that your strategy doesn’t end in vain.
To make sure that you devise a digital marketing strategy with correspondence to your target audience, it is highly important that you understand the concept of how to analyze it in the first place.
- Buyer Personas
Approximately 63% of digital marketers believe that creating buyer personas are far more important for achieving brand recognition and lead generation than any other digital marketing tactic. Survey, research and interview your audience thoroughly to dig up information about their interests and personalities.
In order to create buyer personas, you have to acknowledge who your best customer actually is, and exactly how they can help to promote your business. Consider turning up to Google Analytics or Facebook Audience Insights for a thorough approach. Google Analytics will provide you information related to your audience’s demographics such as location, age, job title and income.
For psychographic information such as your audience’s goals, challenges, hobbies and interests, and their priorities, you have to speak to them so that you can learn more about them for developing a buyer persona.
For instance, Jugnoo – a carpool and transportation company similar to that of Uber – recently launched their service catering to a specific age group of clients in a targeted location.
Jugnoo learned that around 90% of their users belonged to the age groups of 18 – 35 years of age out of which 65% were not only using Android smartphones but couldn’t afford day-to-day traveling luxuries as well. For this purpose, they began targeting their ads with a 40% lower cost referral promotion in the suburbs to target the middle class so that they would use their auto-rickshaws daily for transportation.
- Analyze Your Competitors
Here, you’re a private detective who’s about to do some digging for ‘inspiration’. By analyzing your competitors, you’d learn about your niche’s target audience as well, and exactly what tactics you need to apply to your digital marketing campaigns to kick your brand out there.
- Competitive Analysis
In order to analyze your competition, you need to at first, choose three to five big brands that inspire you. Remember, your ulterior motive is to get inspiration and some sense regarding your business – you’re in no way copying your competitors’ tactics.
There are several tools such as SEMrush and Rival IQ that will help you run a detailed competitive analysis. Firstly, you need to pick a competitor’s name and see which domain or social media channel is offering them maximum justice.
Take a look at how they’re performing on SERPs – audit that response by analyzing their organic and paid media growth. Type in your product’s or niche industry’s name on the search engine and see which name pops up in the first place – is it yours or are you buried way behind your competitors’ necks to the third or fourth pages?
Analyze your company by running a SWOT Analysis before starting any digital marketing strategy. Keep an eye on your competitors’ organic and paid media posts. Engage in social listening – whether on your turf or on your competitors – to learn what your target audience is talking about.
Analyze their brand’s growth by putting in before-and-after logistics of your competitors to see the effects of a specific campaign.
- Prioritize and Analyze Your Digital Channels
There are three terms that you will deal with whenever you consider creating a digital marketing strategy that draws conversions. These terms lie under the umbrella of a congested digital marketing framework as owned media, earned media and paid media.
- The Media Framework
- Owned Media refers to your company’s personal digital assets – those that are simply copyrighted under your name and can be used to draw leads
- Earned Media is content that you generate with your public relations record. This content is similar to its name – you earn this recognition in the form of guest posts, PR and referrals, etc.
- Paid Media is content that you sponsor on various social media channels domains including yours as well in order to garner attention of your buyer personas
In order to make your digital marketing strategy a success, you have to incorporate all three types of media and refer to content that will help you stand out. If your audience shares your content on their social media channels, then this would increase traffic on the original landing page, therefore, acting as earned media.
To expand your reach, you can sponsor your blog on different domains and mediums such as on your Facebook Page where its visibility will be enhanced. This is paid media, and eventually, all three will work together to increase traffic on your landing page, aiding to the visibility of your brand and services.
There are times when you wouldn’t need paid media to back up your digital marketing campaign as your owned and earned media will be responsible for producing a massive turnout already.
- Identify The Gaps in Your Content
There might be times when despite your campaigns, your content wouldn’t be performing the way you require it to be. For this purpose, identify the gaps in your content by taking help from your buyer personas and their responses.
Approximately 97% of digital marketers believe that having a prescriptive outline to content – complete with a foundation, format and strategies – is the way to keep audiences interested and engaged.
Create your content with a specific format – title, body, goal, priority level and reason for why you’re creating it in the first place – and then cater to a social media channel that best fits the description and your target audience. Remember – only 30% of all content marketing strategies are termed as highly successful in lead generation!
Your services and products won’t stand a second glance if your content isn’t as exhaustive as your digital marketing strategy is. If you have your content in your hand, and you believe it is as powerful as your competitor’s precedent, then perhaps you’re ready to go.
- Audit Your Media
Audit your media by aligning your intended marketing goals with each social media marketing channel to track the success and growth of your brand as you go. Were you planning on attracting 50% of lead generation with e-mail marketing and 25% of brand recognition with Facebook Ads?
Now, in order to assess whether the company gathered attention and consequent lead generation from e-mail marketing or through their social media posts, you have to audit each platform rigorously in correspondence to your desired goals and attained response.
Now that you’ve planned and researched regarding your digital marketing strategies with correspondence to your target audience, you can now assemble a list based on automation and increased personalization.
For instance, think outside the box and implement specific but lead-generating guidelines to each list. Your digital marketing campaign should be exhaustive and complacent with your buyer personas, content and promotional social media channels for maximum leverage and growth.
- Incorporate Specific Guidelines
Each digital marketing strategy should have a guideline to follow. While specificity is highly important, it is also necessary to cover the following few steps with each strategy as you go along.
- CTA – Each blog or social media post should consist of a CTA towards your brand or website in the end so that you attain maximum lead generation
- Consider asking your target audience for testimonials and reviews with a catch at the end
- Encourage the growth of your local SEO scores, brand recognition, and visibility by pairing with an influencer to tackle audience that you’re unable to reach
For instance, Offer Factor has a 40% off promotional sale for spring since its arrival – an e-mail of which with alerts was probably sent to specific buyer personas. According to a report, approximately 40% of shoppers would prefer buying from a brand that offers them a high-end personalized experience in the form of a coupon or segmented promotion.
- Encourage Automation and Segmentation
Offer personalized content to your buyer personas by analyzing their browser history and e-mailing them with alerts and messages for immediate reaction. Customers want you to care and acknowledge the business they’re helping you with.
It is reported that around 74% of shoppers abhor the ‘irrelevant jargon’ they’re targeted with, and therefore, wouldn’t consider to shop from a place that doesn’t offer them a personalized firsthand experience.
The least you can do is create specific taglines and slogans for each buyer persona as a token of appreciation so that they can consider the worth of their business. Focus automation and personalization in the form of versatile yet user-centric copy in order to facilitate their business and your brand recognition. Secondly, you can target them and send them promotional messages whenever your brand issues a sale so that they’re reminded of the fact that you remember.
Lastly, trigger e-mail autoresponders or pop-ups on their browsing pages which shows them that you know what they’re looking for. You can also update or personalize your shopping list with products they want to see in order to save them time, and of course, add to your good deed of the day.
There are a lot of social media channels to start from – each with their own social media marketing strategy – but if you’ve gathered this information to a tee, you know your marketing strategy is good enough to reap dividends.