The thought of putting together a digital marketing strategy can be overwhelming for some, but it doesn’t have to be. If you are thinking of your 2020 digital strategy, here are a few tips to help you out.
An effective digital marketing strategy should be detailed and include a schedule of what you’re going to deliver, when, and by whom. You also want it to be flexible enough to keep up with new developments in social media and technical advances, because those changes are constant. The power a solid strategy will give your marketing makes the effort involved in crafting a strategy worthwhile.
Your digital marketing strategy will be unique. This is not a one-size-fits-all plan. Your specific niche in your market and your audience will guide the details. But regardless of the details, these five components will help you craft a strong and effective strategy without wasted effort.
1. Clarity on Business Goals
You can’t decide which direction to go unless you know your destination. Set specific, objective, measurable goals. How much of an increase in sales do you want to see? Be realistic. Where can you increase sales? Which items or services do you need to sell more of? Where do you need to sell them? The more specific your goals are, the better. Your goals also need a timeline. And of course, they also need to realistic and achievable. Aim high, but break it down into small steps.
This will all feed into your digital marketing goals. Those also need to be specific, objective and measurable, and they also require a schedule. The whole point of your digital marketing is to help your business reach those goals. The more precise your business goals are, the more clear it becomes what you need to do with your digital strategy to reach them.
Setting goals is an ongoing process. It requires regular review and assessment to see if what you are doing is actually bringing you closer to those goals. Your strategy needs to be agile so you can adjust it if you are not meeting those goals.
2. Know Your Customer
Your customer is obviously someone who can benefit from your products or services, but what else do you really know about them? What is important to them in selecting a brand and in life in general? What motivates them? To capture your customer’s interest, you have to speak their language in a way they can’t ignore. When you understand their values, priorities and lifestyle, that gets easier. Think beyond their demographics and research their ideals. Their age, address, income and education still matter – but they are not enough.
When you have a comprehensive idea of who your customer is, you can . That’s a composite character based on the shared characteristics of your customer base. You will probably need more than one buyer persona because most businesses sell to a more diverse group than one persona can represent. It often helps to have one primary buyer persona and one or two secondary personas to represent different segments of your market. These personas will help you fine tune your marketing messages more effectively and what we usually do at Brightspark is assign one persona per social platform.
3. Discover Where They Are
Digital marketing consultants have always understood the value of knowing where their audience lives. That tells us a lot about a person that is very relevant to the messages we develop for them. But now we need to know more. We also need to know where they are online – what social media platforms they use and what websites and influencers they follow.
At the most basic level, we need to know which social media channels we should use to reach them. Are they more likely to be on Instagram or Pinterest? Facebook, Twitter or Tiktok? Or all of them? B2B marketers need to be all over how to use LinkedIn effectively. There may be some specialist groups in your field, on Facebook, not really LinkedIn right now because the majority of LinkedIn groups are dead. Knowing where you audience hangs out is helpful even if you cannot market directly on those groups.
Beyond just being able to reach them online, knowing which platforms your customer base prefers gives you more insight into their world view. Do they stick with the tried-and-true big channels like Facebook or Instagram, or are they eager to explore other options like Reddit or Pinterest?
4. Create Meaningful Content Just for Them
Your content doesn’t need to appeal to everyone – just to the people who are likely to actually make a purchase! It comes back again to your buyer personas and understanding what the content needs are, and buying motivations. This is deeper than just using language and images that catch their interest. You need to give them content that has real meaning and value for them. It’s a giveaway to build a relationship that can eventually lead to a conversion.
What is meaningful and valuable content? It isn’t a hard-sell sales pitch. It’s about being useful and helpful and generous, by sharing your knowledge if you’re in the B2B space, or by providing lots of interesting content around the subject, if you’re B2C. Content definitely isn’t something to be published and shared the same way across every platform. It’s more of a way to forge a connection with your audience in the style that will work where they are, by demonstrating your expertise and your concern for them. People make purchases to solve a problem – nothing new about that! You can craft content that gives them more information and more insight into the problem your company can help them solve. A construction company can share content about safety on sites, for example, or a veterinarian can create content to educate pet owners about animal health. What is meaningful depends on your audience. One audience might value competitions and fun memes, while another really appreciates technical information in the form of white papers and research.
5. Get That Content in Front of Them
The core of your digital marketing strategy is to get your content in front of your audience of customers and potential customers. The best content in the world is no good just floating unseen in cyberspace! We’ve all seen the scary stats on the amount of content overload that is out there. Digital content that is made, but not properly promoted or shared.
The good news is that you have great tools available to capture your audience’s attention and get in front of them. You can use social media, search or a combination of both to help your audience find your content.
Social media is great for getting your business in front of people whose characteristics are such that you know they will buy. The targeting options are immense, so it’s just a case of creating thumb stopping ads, and using paid media to reach the intended destination. Search ads are awesome and work most effectively to reach the buyer who is actually looking for your product or service. These ca be paid (Google Ads) or organic (SEO – and to get started there you must begin with an SEO audit). But sprinkling keywords into your content is only the start of your SEO. Your backlinks, tags, meta descriptions and other elements are also critical. And knowing your audience well will help you craft an effective search strategy to work in tandem with your social media.
Building Your Best Digital Marketing Strategy in 2020
So how do you put all this together into one powerful digital marketing strategy? It can sound overwhelming when you consider the detail involved, but you don’t have to do it alone.
It isn’t easy to run a business or even do all of the day-to-day tasks involved with digital marketing and find the time to keep up with every new development. That’s why it makes so much sense to get some help from an expert, a company that can focus on every new social media platform and digital advance because that’s what they do. And that’s us at Brightspark. 🌞
When you need your best digital marketing strategy, talk to us.