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How to Create Your Own Digital Marketing Strategy

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How to Create Your Own Digital Marketing Strategy
How to Create Your Own Digital Marketing Strategy /Photo: Istockphoto

The term “digital marketing” refers to advertising delivered via digital channels such as search engines, websites, social media, email, and mobile applications.

Digital marketing is the process by which businesses promote their products, services, and brands via these online media channels. Consumers conduct extensive product research using digital tools.

For example, according to Think with Google marketing insights, 48% of consumers begin their search on search engines, 33% on brand websites, and 26% on mobile applications.

While modern digital marketing is a vast network of channels into which marketers must simply integrate their brands, online advertising is much more complex than the channels themselves.

To realize the full potential of digital marketing, marketers must delve deeply into today’s vast and intricate cross-channel world in order to uncover engagement marketing strategies that work.

Digital marketing with engagement is a great strategy

Engagement marketing is a strategy for establishing meaningful relationships with prospective and returning customers based on the data you collect over time.

By engaging customers digitally, you can increase brand awareness, establish yourself as an industry thought leader, and position your business at the top of the customer’s mind when they are ready to buy.

By implementing an omnichannel digital marketing strategy, marketers can gain valuable insights into target audience behavior while also expanding their customer engagement options.

Additionally, businesses should anticipate an increase in retention. According to a report by Invesp, businesses with effective omnichannel customer engagement strategies retain an average of 89 percent of their customers, compared to businesses with ineffective omnichannel programs, which retain only 33% of their customers.

We can anticipate a continued increase in the variety of consumer-facing wearable devices in the future of digital marketing.

Additionally, Forbes forecasts that social media in the B2B space will become more conversational, video content will be refined for search engine optimization (SEO), and email marketing will become even more personalized.

“Digital has evolved from ‘one of the things that marketing does’ to ‘THE thing that marketing does.”

See more: What Does a Digital Marketing Agency Do?

Common problems that digital marketing can solve

Digital is a must-have for optimizing your marketing strategies. Digital marketing can assist you in getting to know your audience, acquiring critical data about them, and providing metrics that lend credibility to your marketing team.

I’m having difficulty getting started because I’m unfamiliar with my audience. Acquainting yourself with your audience takes time, and while your marketing team may have developed useful audience personas, consumers actively engaged in online activity may not behave in the way you expect.

You’ll need to test different language with different audiences, bearing in mind that different descriptors will appeal to different people at different stages of the purchasing cycle. By becoming aware of your audience, you can develop a level of credibility that will set you apart from the competition.

The problem is that I have not optimized my channels for search engine optimization.. Whatever role you play in the marketing process, it’s critical to understand SEO best practices.

Apart from enhancing your search engine ranking, SEO can reinforce and support your campaign testing and optimization efforts, ensuring that you’re delivering high-quality, valuable content that your potential customers want.

The issue is that I lack a social media strategy. Whether you choose an organic social media strategy, a paid social media strategy, or a combination of the two, it is critical to implement some form of social marketing.

While social media is an excellent tool for branding and engagement, it can also be used for digital marketing advertising. Determine a niche and a consistent voice, and be patient; as your following grows, the impact of your advertisements will grow as well.

My marketing departments are siloed. It is critical to break down silos in order to create nimble, fluid structures. Because your customers are not sequestered in a single channel waiting for ads, your marketing efforts must leverage cross-channel functionality and teams with a variety of skill sets to engage them wherever they are.

Each social network and channel has a unique audience and set of expectations, which means that marketing efforts may look quite different for each. This includes your tone, imagery, offers, and even the time of day at which you publish.

My CMO is pressuring me to report on metrics that benefit the bottom line. Digital marketing offers a plethora of metrics for determining the effectiveness of your marketing efforts, but these metrics should be chosen carefully.

Each case will vary depending on the demographics of your audience and the channel’s focus. With this in mind, begin by defining your objectives for each channel and establishing the metrics that your CMO will want to see the most.

Components of digital marketing

Digital marketing encompasses a vast network of digital touchpoints with which customers interact frequently throughout the day. To make the most of these channels, you must first understand them.

Pay-per-click

Paid search, or pay-per-click (PPC) advertising, is most frequently used to refer to the sponsored result that appears at the top or side of a search engine results page (SERP).

These ads are cost-per-click and can be tailored to appear when specific search terms are entered, ensuring that your ads are seen by audiences looking for something specific.

These advertisements can be extremely effective because they are based on data gleaned from individuals’ online behavior and are used to increase website traffic by displaying relevant advertisements to the right people at the right time.

These ads also incorporate retargeting, which means that marketing automation tools can create unique, personalized cross-platform ads based on the customers’ actions.

Learn more: Best Internet Marketing Strategies for Growing Your Business

Optimization of search engines (SEO)

SEO is the process of optimizing your website’s content, technical configuration, and reach in order for your pages to appear at the top of a search engine result page for a specific set of keyword terms.

By utilizing SEO, you can attract visitors who exhibit behavior consistent with searching for relevant products, which can be a game changer given that 90% of people searching have not formed an opinion about a brand yet (Status Labs, 2018).

While pay-per-click advertising and retargeting have their uses, organic online traffic earned through search engine optimization has a significant impact on search rankings and, by extension, organic site traffic.

By utilizing keywords and phrases, you can significantly increase your visibility and establish a long-term customer relationship. SEO is defined as the process of improving a website’s ranking in search engine results pages, and thus its organic site traffic, through the use of popular keywords and phrases.

Effective SEO strategies are critical in digital marketing campaigns, as visibility is the first step toward developing a long-term customer relationship.

See more: What is it like to work as a Digital Marketer in an agency?

Digital Marketing via content

Effective content marketing is not overtly promotional in nature; rather, it serves to educate and inspire consumers seeking information.

When you provide relevant content to your audience, you establish yourself as a thought leader and a reliable source of information, reducing the likelihood that your other marketing efforts will be lost in the static.

In the age of the self-directed buyer, content marketing generates three times the leads generated by paid search advertising, making the extra effort well worth it.

Marketing via social media

Effective social media marketing requires much more than having active social media accounts. Additionally, you must incorporate social elements into every aspect of your marketing efforts in order to maximize peer-to-peer sharing opportunities.

When your audience is engaged with your content, they are more likely to share it with their peers, potentially inspiring them to become customers as well.

Marketing via email

After more than two decades, email remains the quickest and most direct method of communicating critical information to customers.

To avoid being buried in your customer’s inbox, successful email campaigns must be incredibly engaging, relevant, informative, and entertaining. To be successful, your marketing emails must meet five critical criteria. They must be trustworthy, pertinent, conversant, cross-channel coordinated, and strategic.

Marketing via mobile device

Our mobile devices are carried in our pockets, sat beside our beds, and were constantly checked throughout the day.

This underscores the critical nature of mobile marketing—two-thirds of consumers can recall a specific brand they saw advertised on mobile in the last week—but mobile marketing is also quite nuanced, given its intimate nature.

While SMS, MMS, and in-app marketing are all viable options for reaching your customers on their devices, you must also consider how your marketing efforts are coordinated across your other digital marketing channels.

Automated marketing

Marketing automation is a critical component of your digital marketing strategy because it unifies all of your efforts. Indeed, companies that automate lead management see an increase in revenue of 10% or more within six to nine months.

Without it, your campaigns will resemble an unfinished puzzle that is missing a critical piece. Marketing automation software automates and streamlines marketing tasks and workflows, tracks results, and calculates the return on investment (ROI) of your digital campaigns, enabling you to grow revenue more quickly.

Marketing automation can help you gain valuable insight into which programs are effective and which are ineffective, as well as provide metrics that enable you to quantify the impact of digital marketing on your company’s bottom line.

See more: A Beginner’s Guide to Small Business Email Marketing

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