Smart Insights conducted a study called ‘Managing Digital Marketing’ that found that 46% of brands do not have a clear digital marketing strategy. Another 16% have a strategy but it has not been integrated yet into their marketing activities. If you have not implemented a plan, how can you expect to continue to innovate and grow, to measure significant results, and learn from your past mistakes? Do you want to be on the same platform of those who have been awarded in the business awards in Hampshire category? then the provision of material and information will lead to success.
Figure Out What You Want and Set Your Objectives
Define Your Objectives
The first thing that you need to do is define the overall mission and objectives of your business. Your digital marketing mission needs to fit into your overall plan. Answer this question: what is your overall goal that you would like your digital marketing efforts to help you accomplish (for example, would you like to position your company as Europe’s go-to online computer parts provider? That is what your mission is.
Set Your KPIs
Develop specific KPIs by identifying the numbers you will be responsible for accomplishing. Be realistic about your KPIs by first analysing your past digital marketing efforts. That will help to ensure that you aim to achieve a positive increase over your current results, and at the same time help you avoid setting expectations that are too high.
Analyse Past Efforts
It is not necessary to be in the dark during your planning period. Analyse the past successes and failures of your digital marketing strategy. They can help you set the best KPIs for your company. Therefore, you may want to complete steps one and two at the same time.
Select a time period that you want to analyse (the best thing to do is set the time period for the same amount of time that you are planning for your new marketing strategy). So, for example, determine whether you want to analyse the past month, quarter, or year.
How to Do Your Analysis
Determine the time frame that you want to analyse and then set the Google Analytics calendar so that it matches that time-frame. Try using the Google Benchmarking reports that are located inside your Analytics accounts so you can compare the progress you make with your competition.
Make sure that you analyse the marketing strategies of your competitors as well. Set up an analysis spreadsheet to track their online activities (SEMrush can be used to identify a competitor’s SEO strategy, such as which keywords are driving the most organic traffic to their websites).
Keep in Mind Who You Are Speaking to And Make Sure to Speak Their Language
Don’t allow your planning process to take away from the individuals you are attempting to connect with. You know who your audience is always (at least we certainly hope so), but at times they tend to be the first thing that digital markets forget while setting their KPI, worrying over their budget, and choosing their channels.
Don’t make that mistake. Instead, your audience needs to be placed at the very centre of your overall digital marketing strategy satisfying their deepest desires and catering to their emotional needs. How do you do this? Through creating a well thought out and fleshed out persona. For instance if you are a lawyer then you would want to reflect your strategies in your ‘law firm marketing strategy‘, to enable those you are wanting on board to understand what you are aiming for.
Develop Useful Personas
Begin with the basics and write down all of the demographic information about your target customers that you know – such as location, gender, and age. Even look at other companies to see how they are developing a customer base that is growing, ongoing support and significant successes.
Then dig a bit deeper so that you can identify the most pressing problems that your target persona has that you can help solve. Explore their fears, aspirations, goals, and emotional desires and identify all of the various factors that make them tick (consider both their unconscious and conscious desires).