The success
of a business depends on how effectively it is able to market itself. In the
wake of digitization, both companies and consumers spend most of their time
online. Thus, planning and executing a digital marketing strategy is imperative
for B2C as well as to an extent for B2B companies.
A digital marketing strategy is the collection of actions that a business intends to
execute, throughout the chosen online marketing channels. An all-encompassing
strategy ensures attention to all the digital touch points and stay focused on
the objectives of the company.
It is not so
common to see companies indulging in digital marketing activities without any
strategic approach. While they may be able to get results from such practices,
the results and opportunities may not be fully optimized.In order to see
noticeable revenue growth, measure results and learn from mistakes, companies
must have an integrated digital marketing plan.
A clearly
outlined vision which spells out what the company is aiming to accomplish and
gives clarity to all the employees and doesn’t leave scope for managerial
interpretation.
Designing a
good strategy,doesn’t have to be overwhelming. A successful digital marketing
strategy can be laid down in simple steps.
1.
Laying down the goal:The first step in creating any
strategy is to define the overarching mission of the company and then the goal.
Example: To increase sales online by 50% might be the goal of the company
2. Setting measurable goals in terms of
KPI: The results of
the strategy should be measurable. Specific and realistic key performance
indicators, tied to the goals, will help measure the success of the campaigns. Example, to generate 50% more leads that in
the last comparative period
3. Identify the target audience: Just listing down the demographic
detail is not enough, supplementing it with a persona is crucial. Delving
deeper into the emotional desires, goals & aspirations of the audience will
help develop key persona of the audience.
4.
Developing a plan keeping in mind the budget and
resource.
·
This
includes carefully selecting the assets which will be leverage to the goals.
·
This
includes establishing a marketing funnel, a funnel maps out a customers journey
from when a customer is a complete stranger to when they become a lead
·
Goals,
tactics and KPI’s aligned to each part of marketing funnel is a good place to
start.
