According to a ‘Managing Digital Marketing’ study by Smart Insights, 46% of brands don’t have a defined digital marketing strategy, while 16% do have a strategy but haven’t yet integrated it into their marketing activity. Now, if you don’t have a plan in place how can you expect to grow and innovate, to measure meaningful results and to learn from past mistakes?
Find below shortlisted main 5 most important steps that you, as a decision maker should take to ensure that your digital marketing efforts create a real impact on your bottom line.
1. Set the Main Objectives
Set what is the overriding objective you want your digital marketing efforts to achieve and get specific with your KPIs by identifying the figures you will be held accountable for achieving. You can identify a method to help you measure each of your KPIs, for example, will you use Google Analytics to measure your conversions, your individual social media analytics to track engagement or a tool like BuzzSumo to assess the success of your content marketing?
2. Test and Learn From Your Mistakes
Determine the time period you would like to analyse and set your Google Analytics calendar to match this time frame and try out Google’s Benchmarking Reports in your Analytics account to compare your progress to your competitors. Create an analysis spreadsheet of their online activities. You can also use SEMrush to identify the SEO strategy of a competitor, i.e. what keywords are driving the largest volume of organic traffic to their website. It can also be used to compare the organic and paid traffic of different websites so again quite useful to see how aggressive they’re being with their paid spend.
3. Know Your Buyer’s Personas
Develop Useful Personas noting down all the demographic information you know about your target consumer, like age, gender and location. You can thendive deep into the ‘Audience Reports of your Google Analytics account to identify key characteristics of your target persona like age, sex, career, etc. Finally, when creating your personas this is the perfect time to identify the people who will be of influence to them, these will be the influencers your strategy should target.
4. Identify Your Priority Within Your Budget
Three things are important for identifying your means: these are your budget, your digital channels and your team. It is important to take stock of all of your resources before deciding on what else you might need for the next period. Define your overall digital marketing budget and allocate a specific portion of the budget for each digital channel you want to use for paid promotion results. And finally, get each of your team members to review their digital marketing activity and brainstorm a few ideas for their future strategy.
5. Make the Plan and Be Flexible
It is essential to continuously measure and monitor your strategy’s performance and to change elements where needed. Create Your Digital Marketing Calendar and highlight the key campaigns you’ll create and promote throughout the year and allocate a time frame for each. Finally, create a measurement and monitoring plan, revisit your previous analysis, personas and budget allocation and try something new and create a clearly defined KPI for your new venture.
You’ll learn how to strategise, budget, select the correct digital channels and analyse your campaigns’ performance. Find out more, click here.