Digital marketing is a field that’s constantly evolving.
At it’s fundamental core successful digital strategy is about understanding and articulating 3 things: why does my business exist, why do my customers care and what is the best digital channel to reach them in a relevant, relatable way?
Here are 7 critical keys to consider when developing a digital marketing strategy:
1: Define the marketing plan based on an understanding of the business model and a clearly articulated value proposition crystalized into an elevator pitch. The Business Model Generation is a great resource for ensuring you have a deep level of understanding of your customers, distribution channels, partners, revenue streams, costs, and your core value proposition. In order to effectively allocate budget across the number of digital channels, you need to define clear goals and draft an end-to-end marketing plan.
2: Describe your brand (personality, values, definition, and promise) so you can articulate the brand components for your creative briefs.
3: Establish your key performance indicators. Determine metrics to track and analyze the performance of a campaign. Describe how to draw customer insight from different sources of web traffic and set up your marketing analytics using tools like Google Analytics to track your goals including performance, normalcy, comparison and optimization.
4: Use marketing analytics tools to segment, target and track customer behavior across multi-step conversions then build a basic attribution model.
5: Create a compelling straightforward narrative from disparate data and information. Humans are hardwired to remember stories so think of how you can use storytelling in your pitch and craft your story to satisfy the needs of each specific audiences.
6: Develop a plan for acquiring & engaging users – Define how to effectively target an audience using the different digital channels, as well as track the performance of each campaign. Digital mediums could include your website, landing pages, display advertising, email marketing, search marketing, search engine optimization, influencer marketing, social media, video, Twitter advertising, LinkedIn advertising, Facebook advertising, mobile etc
7: Define the activation and retention processes and their respective metrics to understand how to improve conversion and apply growth hacking techniques to spur viral reach.
Ultimately as you map your digital strategy think net presence not website, always design customer centered content and use data driven decisions to launch, learn, refine and re-launch a robust digital marketing campaign.
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