How to set a digital marketing strategy in 2020
With the new “stay at home” norm, digital marketing is becoming the most powerful tool in the business arena. Many businesses are realizing the vital need of going virtual.
While most businesses use digital marketing to leverage their online presence unfortunately, most companies don’t know how to go about it. It’s a concept that most businesses misinterpret and end up losing thousands and thousands of cash and still not making any tangible conversions.
What really is digital marketing?
A question in the mouth of many entrepreneurs. In simple terms, it is the use of internet to reach customers. From mobile devices, email marketing, videos to social media marketing. Unlike the traditional method of marketing, digital marketing provides endless possibilities for brands by availing a wide market outreach.
To achieve great results with digital marketing, a clear strategy to run successful digital campaigns is key. A poor strategy will steer the business to the wrong direction. Such include, incorrect marketing channels, poor budget allocation, low organic ranks and unqualified leads. Companies will launch campaigns that will definitely fail due to inappropriate strategies.
5 steps for setting your strategy
Strategy, in spite of being a word favored by the shiny suits of the world, really means thinking about why you’re doing something before you do it. So, starting your digital marketing strategy is as simple as starting with why you want to do it, deciding what you want to do, how you’re going to do it, what you expect to happen, and when and how you’ll measure your success.
(a) SET A MEASURABLE GOAL
Looking at the types of goals we’ve set out, pick one to concentrate on. Really understanding the goal you’re trying to hit is the first step to reaching it.
(b) KNOW YOUR AUDIENCE
Get to know your audience. If you don’t understand enough about who you’re trying to reach, you’ll struggle to deliver a message that’s relevant enough that resonates with them. The good news is that you don’t need to hire a customer research agency to do this for you. The easiest way to make sure you don’t come up with a watery ‘general’ campaign is to make your own buyer personas — fictionalized, general descriptions of your key customer groups.
• Think about who your customers are and group them into 3 or 4 buckets.
• Take each of those and create a character from each.
• Give him or her a name, a photo, a personality, and
a few favorite hobbies.
(c)KNOW YOUR BRAND
Your brand is how and why your customers choose you over your competitors. You can think of it as your company’s personality. So it’s something that’s worth defining clearly —what do you stand for? What are your strongest character traits? And how does that translate into your presence—from the images you use on your website to the language you use in your emails? The best way to answer these questions is by getting out and speaking directly with your customers. You could assume what your brand stands for, but the best way to check is by understanding how your ideal customers talk about your brand. Talk to your customers!
(d) WATCH YOUR COMPETITION
Your competitors aren’t just those who offer a like-for-like product or service. You can think of your competition in 3 ways:
Direct competitors – those brands that offer the same products or services as you.
Indirect competitors – brands that may offer different products but compete for the same space or budget as you.
Comparators – these might have a similar look and feel
like your brand or be other brands that your target
customers use frequently too.
You want to know what you’re up against, and you can learn vicariously from both triumphs and mistakes. Get inspired by your competitors’ wins, and use your differences to highlight what’s unique about what you’re offering.
(e) GET READY TO MEASURE
Having brilliant ideas for how you’ll drive traffic, build brand awareness, and grow your customer base is just the beginning, it’s crucial you know how you’ll track progress, so you can adjust your plan based on what gets the best reaction. There are lots of different things you can measure (metrics)—but a benchmark of what a ‘good’ score is (KPI), will depend entirely on you.