Digital marketing is more important today than ever. Take steps to create or improve your marketing strategy today to accelerate your results in the coming year.
Where do you begin when creating a digital marketing strategy? It’s still a prevalent problem, given how important digital and mobile platforms are for obtaining and maintaining clients today. They don’t, however, have an integrated plan in place to promote digital transformation and company growth, as well as effectively engage with audiences online.
If your company doesn’t have a strategic marketing plan, you’ll face the 10 issues I’ll discuss later in this post, and you’ll lose ground to more technologically savvy competitors.
I’ll also offer marketing solutions and next steps for each of the ten issues to assist you to improve your marketing strategy and attracting more clients in 2022.
What is digital marketing?
The term “digital marketing” refers to “achieving marketing objectives through the use of digital technologies and media.”
A fully omnichannel digital marketing strategy will combine technology and media across a variety of marketing activities, grouping them not by technology type but by campaign goal.
Digital technologies and media options for marketing campaigns today:
The following are examples of marketing technologies:
- Company websites
- Mobile apps
- Social media company pages
- Search Engines
- Email and automation
- Digital Partnerships with other digital companies
However, as part of multichannel marketing communications, digital approaches must be linked with traditional media such as print, television, and direct mail to be truly successful. More essential, you must be able to demonstrate the value of your job now more than ever.
Our RACE planning methodology divides the customer’s digital experience into four stages: Reach, Act, Convert and Engage.
There are numerous detailed methods inside each technique that are critical to success. As a result, they must be assessed and prioritized. Dynamic content for email automation, website personalization for programmatic, retargeting, and skyscraper content for organic search are just a few examples.
The challenges of digital marketing
A common problem, in my experience, is figuring out where to begin when creating a digital marketing strategy. I suppose there is a fear that a large report will be necessary, but we believe that lean planning is the most effective method. That’s why we’ve incorporated all of our Learning Paths into the RACE Framework so you can design a single approach.
Your strategy doesn’t have to be a long document; it may be stated in two or three sides of A4 in a table that links digital marketing techniques to SMART objectives inside our RACE Framework. We can help you get it right the first time as a Business Member.
Digital marketing for beginners
Based on my conversations with businesses, I’ve discovered that digital plans are frequently created in two stages.
First, a distinct digital marketing strategy is devised. This is useful for gaining agreement and buy-in by demonstrating the benefits and drawbacks. At this point, you can chart a course by establishing digital goals and tactics.
Second, digital becomes an integral part of marketing strategy; it becomes “business as usual.” Except for the methods, it does not necessitate distinct planning. This is when your integrated omnichannel marketing strategy will be most effective. This is the goal, and we’ll help you get there.
How does your digital marketing compare?
Nearly half of firms do not have a clearly defined digital marketing strategy, according to our Managing Digital Marketing 2020 research. However, the bulk of those who do have it integrated into their marketing strategy (the second step mentioned above).
Approximately 12% of respondents still use a separate digital document, which is the first step toward a fully integrated plan.
So, what are your next steps to fully optimizing your digital marketing strategy?
I’m confident that many of the businesses in this category are utilising digital media efficiently, and that their search, email, and social media marketing efforts are yielding positive results.
But I’m also confident that many people are overlooking opportunities for improved integration or are dealing with the additional issues I’ve highlighted below. The issues listed below may be the most serious for larger organisations in need of governance.
With Learning Paths, we have bespoke marketing solutions to help both large and small organisations optimise their marketing strategy.
Our step-by-step marketing training helps you and your team plan, manage, and optimise everyday marketing duties as well as longer-term strategic action toward your goals.
The RACE Framework integrates all of our marketing tools and templates. This well-known marketing structure is intended to provide managers and marketers with a clear, succinct winning marketing approach that will help them gain more clients. To learn more, click here.
10 reasons why you may need a digital channel strategy?
So, if you don’t have a strategy yet, or if you want to examine which business challenges should be included in a strategic review, we’ve compiled a list of the ten most typical issues that develop when you don’t have one.
1. You’re directionless
Companies who don’t have a digital strategy (and many that do) don’t have a clear strategic aim for what they want to achieve online in terms of obtaining new consumers or deepening relationships with existing ones, according to my observations.
And if you don’t have SMART digital marketing objectives, you’re probably not allocating enough resources to achieve them, and you’re not evaluating if you’re reaching them through analytics.
2. You won’t know your online audience or market share
If you haven’t done your homework, the demand for internet services may be underestimated. Perhaps more crucially, you will be unfamiliar with your internet market. With new types of client profiles and behaviour, competitors, offers, and marketing communication possibilities, the dynamics will be different from traditional channels.
We provide marketing tools to help you with your planning and research. Our RACE Practical Digital Strategy Learning Path’s famous competition analysis module is jam-packed with templates and matrixes for analysing the relative performance of your important competitors. Plus, use our Google Keywords planning tools to learn more about your audience’s intent.
All of our marketing courses will help you and your team develop a winning marketing strategy that will help you reach, convert, and keep more customers while increasing your digital marketing ROI. Does that make sense? Start today to take the next steps toward a winning approach.
3. Existing and start-up competitors will gain market share
Your competition will eat your digital lunch if you don’t devote enough resources to it or if you take an ad-hoc approach with no clearly defined strategies.
4. You don’t have a powerful online value proposition
A carefully defined digital value proposition suited to your various target customer profiles can help you differentiate your online service and encourage both existing and new customers to interact and remain loyal. Marketers who are savvy modify their marketing strategies to efficiently attract B2B, B2C, and D2C sales and leads.
For many businesses, developing an omnichannel marketing strategy is critical, because the content is what engages customers across several channels such as search, social media, email marketing, and your blog.
5. You don’t know your online customers well enough
Digital is often referred to as the “most quantifiable medium ever.” However, Google Analytics and similar tools will only give you the number of visits, not the visitor’s mood or what they think. You should employ various types of website user feedback tools to detect and address your weak points.
6. You’re not integrated (“disintegrated”)
It’s all too usual for digital marketing efforts to be carried out in silos, whether by a dedicated digital marketer, an IT department, or a separate digital agency. It’s easier to package ‘digital’ into a manageable amount that way. However, it is less effective. Digital media, everyone believes, works best when combined with traditional media and response channels.
That’s why we advocate putting together an integrated digital marketing strategy so that your digital marketing can work for you! With an integrated plan in place, digital will become an integral element of your marketing strategy and day-to-day operations. To learn more, click here.
7. Digital doesn’t have enough people/budget given its importance
E-marketing will be poorly planned and executed due to a lack of resources. There is likely to be a scarcity of certain professional e-marketing capabilities, making it difficult to successfully respond to competitive challenges.
8. You’re wasting money and time through duplication
Even if you have ample resources, they may be squandered. This is especially true in larger organizations, where different portions of the marketing department may purchase separate products or hire multiple agencies to do comparable internet marketing activities.
That’s why, in order to plan, manage, and optimise your digital channels and platforms, you’ll need to invest in a marketing strategy that works for you and your team. Increase your marketing ROI while driving the marketing results you need to meet your business goals.
9. You’re not agile enough to catch up or stay ahead
Top online firms such as Amazon, Dell, Google, Tesco, and Zappos are all dynamic, experimenting with different tactics to gain or retain their online consumers.
10. You’re not optimizing
Every business that has a website will need analytics. However, many senior executives fail to ensure that their employees create them, or that they have the time to examine and act on them. Once you’ve mastered the basics of your digital marketing approach, you can go on to improve crucial components like search marketing, site user experience, email marketing, and social media marketing.
What is digital marketing strategy and it’s process?
Simply said, a Digital Marketing Strategy is a plan of action for achieving specific marketing objectives. Goals are prioritised and aligned with the company’s objectives. Once the objectives have been established, the company creates digital marketing strategies to attain and execute those objectives.
Every company has its own strategy that is tailored to their specific demands and approaches.
Typically, the marketing plan specifies the following categories of objectives:
- Long-Term Objectives
- Medium-Term Objectives
- Short-Term Objectives
Some individuals mistakenly believe that Digital Marketing Campaigns and Digital Marketing Strategies are the same thing, however they are not!
Digital Campaigns, on the other hand, is a larger phrase that encompasses the process of fulfilling the goals of Digital Strategy, whereas Digital Strategy focuses on creating successful and strategic online campaigns.
A well-executed plan and campaign will assist the company in generating significant leads and money from the market.
Process of Creating an effective Digital Marketing Strategy
Learn how to establish a Digital Marketing Strategy by following these simple steps.
Here is a list of core tasks that must be completed in order for a digital strategy to be successful when using the appropriate tools and technologies.
Step 1: Creating Buyer Persona
Prior to creating a digital campaign, digital marketers gathered qualitative and quantitative data about the target demographic, such as age, gender, occupation, interests, and geography.
However, as Customer Personas, or descriptions of the ideal buyer, have become more popular, it is critical for digital marketers to survey and contact their pre-defined target demographic before defining their business objectives.
Step 2: Identifying Business Goals and Tools
To make their campaigns profitable and effective, every firm must first define their aims. The objectives set should be appropriate and measurable.
A digital marketer’s goal can be to enhance the website’s conversion rate by the end of the first quarter, as well as to create numerous promotional offers to attract clients.
After the target has been met, the progress is assessed.
Step 3: Blogging
Blogging, which is one of the most successful ways to develop content for a website and expand the content marketing strategy, serves a number of important purposes.
Blogging not only increases website traffic, but it also strengthens social media presence, offers you an advantage over your competitors, and helps you rank for long-tail keywords and searches.
Regular traffic and a high SEO score are two benefits of keeping a blog updated. Such websites are easy to find on search engines and can be used as a marketing platform for a firm.
Step 4: Evaluation of Digital Marketing Channels
Analyze the efficiency of your present digital assets and channels, such as your website, blog content, social media, word-of-mouth, advertising, Google Adwords, and so on, and consider how you might improve them for next year.
Modify and re-use any of these content and channels that were effective in generating leads.
Step 5: Marketing Automation
With new technologies and software, these platforms will only improve. The digital marketing strategy, such as content and email marketing, lead creation, and more, becomes easier to automate with marketing automation solutions.
These systems combine the company’s sales CRM to optimise the sales process. If your company isn’t already using such platforms, make this a priority for your digital strategy this year.
Step 6: Optimizing for Mobile Search
In today’s mobile-tech world, customising your company’s website for a seamless mobile experience is critical. In order to ensure that website visitors have a good time on mobile, mobile optimization comprises aspects such as page seed, site design, and other search engine optimization methods.
Make sure you employ the most up-to-date mobile-responsive designs, email templates, and data.
Step 7: Making Customer Reach Easier
Any online business’s primary goal is to attract buyers and potential clients, which can only be accomplished through increasing website traffic. As a result, if you want your visitors to be satisfied, your strategy should ensure that they don’t waste any time connecting with you and your items. In this industry, customer engagement is really important.
To save time and effort, make sure that the landing pages do not ask for superfluous information and that the call-to-actions are clearly visible on every page of the website.
Step 8: Using Appropriate Technology
If the correct technology does not support the company’s aims, marketing efforts are wasted.
The ideal use of technology is to employ tools like marketing automation as well as industry tools and technologies that may help you achieve your digital marketing goals and track where your website visitors are coming from.
Step 9: Edge Over Competitors
If you believe there is little difference between your company and your competitors’, don’t expect to make a lot of money. In order to comprehend the consumer perspective, it is necessary to examine the contrasts and similarities.
You may set yourself apart from the competition by developing a distinctive selling proposition. Fix your differentiators as well, and implement this message into your content marketing campaigns and tactics.
Step 10: Tracking the Process
The next step is to keep an eye on the approach to ensure that it is working efficiently and successfully. This can be accomplished by forming teams and assigning them specific tasks to ensure that everything runs well.
Remember to assess your prior errors and learn from them in order to improve.
With so much effort required just to establish a company’s digital marketing strategy, it’s critical to have a well-thought-out plan in place to make these phases go more smoothly.