A guest post by Mark Hensley.
Digital marketing can be a tricky game to play. It’s not like traditional marketing where you’re only limited by your budget and the physical limits of your store.
Digital marketers have to figure out how to advertise their products on social media platforms, blog posts, online videos, etc., all while trying to maintain their brand image. The good news is that digital marketing success for businesses doesn’t need to feel so complicated!
Digital marketing is one of the most important aspects of any business, no matter what size. It can be difficult to know where to start. But by following these eight steps you can create a successful digital marketing strategy for your business.
1. Define your digital marketing success goals
The first step to achieving any goal is defining what it is. Not knowing what you want to achieve makes it very difficult to measure your success. Your digital marketing goals should be specific, measurable, attainable, relevant, and time-bound.
For example, if one of your goals is to increase website traffic, you could measure it by tracking the number of unique visitors to your site over a given time.
2. Make sure you know your target customer
The next step to digital marketing success is knowing who your target customer is. Understand their demographics (location, age, gender, etc.), as well as their interests and needs. This information will help you create targeted ads and content which appeal to your customers.
Also use surveys or focus groups to get feedback from your target customers. This will help you understand what they’re looking for, and how your digital marketing efforts can best serve them.
If you’re not sure who your target customer is, do some research online or speak to an expert in the field. They can help you identify your target customer and create a plan to reach them.
3. Choose your marketing channels and strategies
There are a variety of marketing channels and strategies to choose from when building your digital marketing plan. The most important part is understanding your audience and what platforms they use most often. Once you know where to find them, it’s easier to tailor your content and messaging specifically for them.
Some common digital marketing channels include:
- Paid ads
- Social media marketing
- Email marketing
- SEO and content strategy
- Retargeting and remarketing
- Web design and development
Each of these channels has its strengths and weaknesses, so it’s important to choose the ones which will work best for your business.
For example, if you’re a small business with a limited budget, you may want to focus on paid ads and social media marketing. If you have more of a budget, you may want to invest in SEO and content strategy to help you attract organic traffic.
No matter which channels you choose, make sure your strategies are effective and aligned with your business goals. You don’t want to waste time or money on marketing efforts which don’t produce results.
4. Plan your content
In an ideal world, you will have a clear plan for your content before you start writing. You might not be able to do this for every piece of content you produce. But it’s worth investing time in planning and outlining what you want to say and how best to say it.
- You need the right tools
- Think how you can communicate your message so it resonates with your target audience, while at the same time generating real results for your business or organisation
- You need to create original content and image use
5. Digital marketing success optimisation
One of the most important steps to digital marketing success is optimisation. This means ensuring that your website and content are configured for the best possible user experience and search engine visibility. Here are some tips for optimising your site:
- Use keyword research to determine which keywords to target
- Use those keywords throughout your website, including in titles, keywords tags, and in the content itself
- Make sure your website is easy to navigate and all pages are accessible
- Optimise your images for search engine visibility
- Use social media to promote your website and content
6. Nail down your promotional strategy
Promotional strategy is key to digital marketing success. Identify your target audience and craft messages which will resonate with them. Also find the right mix of online and offline tactics to reach your target market.
For example, small businesses targeting local customers will want to focus on online directories and social media marketing. However, if you’re selling a product which can only be sold through in-person interactions, then focus on offline tactics like print advertising and trade shows.
7. Automate your workflow with tools
One of the biggest ways you can optimise your workflow is by using automation. This means finding a way to automate time-consuming tasks so they are no longer taking up valuable space in your schedule. Automation allows you to focus on more important things without having to worry about the small things.
There are many tools you can use for automation, but some of our favourites include:
- Hootsuite for social media management
- Airtable for project management
- Zapier for automating tasks between different applications
8. Experiment, adapt, adjust
Digital marketing is an ever-changing and evolving field. What works today may not work tomorrow. Businesses need to be constantly experimenting with different digital marketing tactics to find what works best. You also need to be agile enough to adapt quickly when something stops working or when a new tactic emerges which could benefit your business. Finally, you need to be prepared to make adjustments as needed.
Ready for digital marketing success?
Digital marketing is a complex and ever-changing field, but following the eight steps above will put your business on the path towards success. If you’re looking for more specific or detailed advice, don’t hesitate to contact a digital marketing agency.
Remember, digital marketing is an ongoing process that requires constant optimisation and evolution to stay ahead of the competition. Stay up to date on the latest trends and changes in the industry, and be prepared to adapt your strategy as needed.
About the author
Mark Hensley is an ex-Senior Hardware Engineer at Hewlett-Packard, an IT Professional, and the Founder of Povverful, contributor to ByRossi.