For the modern consumer, much of daily life occurs online. From menial tasks like grocery shopping to more complex things like workflow management.
This sense of accessibility can be an advantage for your business, but only if your services are marketed through a strong and consistent digital strategy.
Depending on your target audience, some methods may be more effective than others–whether this be through social media, video content, SEO or otherwise.
However, these decisions come later. To run a successful digital marketing campaign, you have to start by understanding the 5 key parts of a winning digital strategy.
1. The Best Digital Marketing Strategy Sets Goals
An efficient digital strategy is born out of setting clear goals, and you can determine these by recognizing who purchases your products or services and why. As such, creating a buyer persona is essential to crafting KPIs that will allow your business to grow.
By depicting your ideal customer, building trust becomes easier. Knowing what your buyers hope to achieve, what challenges they face, and what priorities they keep can help your businesses decide how to best match their needs.
Becoming familiar with your buyer makes tying your marketing goals back to the company’s foundational goals all the more achievable. Concurrently, these goals should be characterized as achievable within a reasonable amount of time, practical, relevant to the company, and measurable.
After you’ve set your KPIs, communicate them to your employees and colleagues. Knowing how your employees feel about your benchmarks is more valuable than you might think, and can often yield great suggestions.
Finally, you’ll want to adjust and refine these goals as your go along, since it’s crucial to track your progress by means of analytics and feedback. There are a plethora of tools that make it easy to track the impact of your social, web, and SEO efforts.
2. The Best Digital Marketing Strategy is Omnichannel
While our modern landscape is digital, it’s also social. We thrive off collaborating with others who can then share your products with consumers. For this very reason, a productive digital strategy can spot where its market exists and deploy the right materials to the right people through the right channels.
Businesses are more likely to succeed on a greater number of online platforms–the more digital vehicles and assets, the merrier. The more people you reach, the likelier you are to create conversions. Last year, 55% of Internet Trends survey respondents purchased a product online after discovering it on social media. Of these participants, 78% chanced upon said products on Facebook, while 59% did on Instagram.
Note that omnichannel marketing doesn’t just mean being visible on all digital channels and devices–it also means providing your users with a seamless experience, no matter how they’re viewing your materials. This way, your buyers know that no matter how they reach your business, they can expect a consistent level of quality from your service.
Consistency in service and solid cross-platform optimization builds familiarity and trust: two vital attributes that create a more loyal consumer community.
3. The Best Digital Marketing Strategy is Engaging
Nowadays, brands aren’t all about the hard sell. More than just spending on products, consumers want to invest in a lifestyle. Establishing a niche, core message, and value set then becomes an intelligent digital strategy, especially when your goals involve furthering reach.
In this digital era, marketing analytics don’t only track sales but interactions and engagements. The more discussion your buyers have in relation to the content you post, the more likely they are to share your output and purchase your products or services.
The modern consumer journey is emotional. Buyers want to know that your business understands them–that you are personable, agreeable, and trustworthy. By creating a more meaningful slant towards purchasing habits, consumers may become enticed to continue choosing your brand above others.
How do you stay engaging? However you see fit in such that your consumer feels related to and appreciated. Your content can incorporate a blog, podcast, video series, or other interactive tools on various platforms.
4. The Best Digital Marketing Strategy Remembers to Remarket
An engaging digital strategy makes room for opportunities to link your content out to other spaces. More often than not, a well-established business will not only have an official website, but a commanding social media presence –remarketing is a matter of blurring the line between the two.
By targeting Facebook ads to your site visitors, for example, you give potential customers new points of re-entry into your sales funnels and stay top of mind. Recall is just as important today as it’s ever been—the easier it is to find your business online, the easier it is to reach out and deliver to consumers.
5. The Best Digital Marketing Strategy is Adaptive
Digital marketing isn’t just new, but constantly changing. Luckily, the Information Age makes it easy to gather and process data on new trends, so keeping up with a shifting landscape is achievable.
Keep your digital strategy flexible and agile. Your investment in online marketing is only as good as your ability to keep it up-to-date, so don’t give your competitors a chance to present themselves as the most modern option.
This is where your buyer personas and cultural awareness come in handy. The quicker you learn to adjust to new social media features, internet jargon, and upcoming digital crazes, the better your business can realign its messaging to deliver precisely what your consumers need.
Knowing how your consumers are accessing your content is valuable to your marketing strategy. By 2019’s end, there will be roughly 2.5 billion smartphone users as compared to 2016’s 2.1 billion, implying that business without established mobile compatibility are limited in terms of reach and versatility.
The specifics of your digital marketing strategy are bound to evolve over time, but you can count on these five building blocks to set you up for future digital triumphs.
With a solid vision and sufficient research in hand, the next step towards success is putting your digital marketing strategy into action. Format your strategy manifesto into something user-friendly, covering a timeline that best suits your business. Finally, account for the possibility of sudden changes–after all, we never know where the world of digital marketing is headed next.
Looking to get in touch with the best in the digital marketing biz? We suggest a visit to Marketing Agency Network so you can compare and contrast some of the best digital marketing agencies all over the world.