Since the early days of the internet, marketers have been looking for ways to promote their company’s products and services. Over time, digital marketing grew, became more complex and companies started investing more money in it. And so, global digital ad spend is expected to reach $389 billion in 2021.
Back in the day, digital marketers didn’t have to spend time on planning their campaigns but that has changed as well. If you want to have an effective strategy, you need to have a structured plan that allows you to have a greater impact, attract more customers, and have high conversions.
Establish your goals
Do you know what you want to accomplish with your campaigns? Everyone’s ultimate goal is to increase profits, but you need to be much more specific if you want to have an actionable campaign. You need to have a set goal that will define what actions you will take in the future that will help you meet those goals. And you also need to make a distinction between SMART goals and those that aren’t.
For example, just saying you want to increase the number of visits to your website isn’t a SMART goal. But saying you want to reach a certain amount of visits a month and define the actions you need to take to make those goals attainable is definitely a SMART goal.
Decide what strategies and tactics you want to focus on
When you know what goals you want to achieve, you will have a good idea of the strategy you should focus on. Let’s use the same example and say you want to increase the number of visitors your website gets. There are multiple tactics you can use for this, but the most popular one is SEO.
SEO, or search engine optimization, is an essential part of any digital marketing strategy and it can help you gain a lot of organic traffic. When you apply the right SEO tips to your strategy, Google will see your website as worthy of a high ranking and will suggest it to the right people.
There are different types of SEO, but one that businesses often forget about is local SEO. And this is a big mistake because it can help you attract people from your area. For example, if you’re located in Melbourne, you can hire an SEO agency Melbourne-bound for your local SEO that knows your local market well and will help you attract local customers.
Know what digital channels you want to use
When it comes to digital marketing, there are a plethora of channels you can choose from, each with its strengths and weaknesses. The channels you choose depend on what message you’re trying to get across, who you’re targeting, what you’re selling, and what’s your end goal.
One very popular digital channel among marketers is social media. It gives you a chance to target a large group of people, interact with them, and promote your business. As much as 89% of people will buy from a brand after they follow it on social media and people often recommend brands they follow on social media to their friends and family.
But before you can reap these benefits, you need to gather a following. If you use Instagram, for example, you can hire an agency that will work on getting you real Instagram followers who are engaged and interested in your brand and what you have to offer.
Create buyer personas
A wide-reach campaign won’t do anything except spending a lot of money while providing little to no ROI. To truly find success in your campaign, you need to know who’s most likely to buy from you and create buyer personas that define your target audience.
A buyer persona is a description of a person who has all the traits of your ideal customer. To create a buyer persona, you can use demographics such as age, gender, location, income, hobbies, and job title.
Creating buyer personas is an important part of your digital marketing plan because it helps you determine what type of ads and campaigns you should create. Some would say it’s just as important as carefully picking your web server host. Knowing the person you’re selling to makes it easy to create a marketing message they’ll find relevant.
Have a unique selling point
Every business has to deal with a competitive market. When coming up with a plan for your digital marketing strategy, you should ask yourself what makes your business different. Find at least one thing that makes you stand out from your competitors.
This is known as Unique Selling Point or USP. Your USP gives your audience an insight into your brand, strengthens your brand’s image, and makes your customers feel confident about choosing your business and products over your competitors.
The easiest way to define your USP is to define your brand’s values and mission. When you know why you do the things you do and what motivates you to provide for your customers every day, it’s easier to realize why you’re unique.
Marketing is constantly evolving and for someone to be a good marketer, they need to keep up with the trends and always have a good plan. Currently, digital marketing is the most widely used, and if you have a plan for your digital marketing strategy, you’re going to achieve your goals sooner or later.