It is clear that in an era where everyone is constantly connected to the internet, a major part of the corporate marketing strategy must be linked to digital. To adapt to the constantly changing market, it is important to establish an effective digital marketing strategy by taking into account several parameters and following a well-defined action plan.
This term is still a little vague for some, but to simplify things, it will be said that
a digital marketing strategy is a set of measures and actions developed by a company based on the digital domain. In order to achieve one or more objectives. To achieve this, we proceed to a well-structured action plan in order to always remain “focused” on our goals and not to be scattered. This action plan and its online marketing strategies depend above all on the size of the company. But also on its capabilities and the consumer it targets.
What is the difference between a digital marketing strategy and a digital marketing campaign?
Many people tend to confuse marketing strategy with marketing campaigns. In fact, the campaign is part of the strategy, so it can be seen as part of the strategy. For example, a company can bet on posts on their Instagram account to increase the visibility of a product. And promote it in a certain way, this is a form of the companion being part of a whole strategy established to increase sales. Also, be aware that even when a campaign lasts several years, it is still not considered a marketing strategy.
How to develop a digital marketing strategy?
Here is a well-detailed plan with 3 steps to build an effective digital marketing strategy.
First of all, you must base yourself on ideal customer profiles, which you will be able to create by focusing on the subject via surveys, research, and questionnaires of customers of your company, but also contacts who can bring you from the new customers. It is imperative that your “ buyer persona ” is based on real information if you want to avoid that your strategy is missing the mark by targeting the wrong category of clientele. The information on which you should base yourself to establish these profiles depends mainly on whether you are business to business (B2B) or rather business to consumer (B2C), but also on the prices of your products. You can also, depending on your field of activity, rely on other information such as:
- Income: since this is fairly personal information that customers will not necessarily want to share online. It would be preferable to establish direct interviews with customers.
- Localization: it is more practical to use google analytics to better analyze the localization of your customers.
- Age: if you want to know the dominant age category, you can consult your database.
- Profession: you can find them approximately in the database.
- The objectives: quite important insofar as when you know the objectives of your customers, you can adapt your product to the maximum.
- Interests: very useful also to orient you in your establishment of targeted profiles, for example. If you are a care products company, it would be wise to know if your audience is interested in well-being and care.
Whatever your overall goal, it is important to know how to use the right tools to achieve it. And adjust your digital marketing strategy, but above all, it will have to be realistic. So you must measure and take into account the capabilities of your business. account.
Evaluate your owned, earned, and paid media:
To help you reach your goal, your digital marketing strategy must absolutely go through an analysis of these three points:
- Owned media: these are the company’s resources in terms of media. So anything that can be websites, social media accounts, blogs, etc.
- The media won: they represent the visibility that you were able to obtain via word of mouth. It can be quite influential people who have shared your content on social networks. Positive feedback via reviews on the net, press reports, or other means.
- Paid media: these are the publications you pay to increase your visibility. It can be sponsored publications (native advertising), or paid publications on social networks.
Be aware that these three can work together. But if you feel that your owned and earned media is enough for you already. You will no longer have to spend on paid media. Know that the most important is to manage your owned media well, and to ensure that you convey a good image of your brand with content that matches your digital marketing strategy. To do this, start by evaluating each element of your online content to find out which one is most successful with customers., to perfect it even more. Subsequently, you could put yourself in the shoes of the consumer in order to better perceive your shortcomings and remedy them. For example, if you are an online clothing store that does not have a size guide. You should create content that addresses that, to make life easier for your customers. In terms of earned media, you only have to rewind the history of your data to discover the sources that brought you the most visitors.
Plan your strategy over a certain period:
To be better organized, you can develop your strategy gradually with quarterly campaigns. For example, starting with a blog at the start of the year. Then focusing on “influencers” to reach a larger audience.
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