Are you struggling to develop a digital marketing strategy based on an older marketing plan? How about getting your overall marketing planning up to speed?
Building a marketing plan that will work for your business into the future is a key part of your success, especially these days with the introduction of digital platforms that can sometimes make the whole planning process a bit overwhelming.
If you’re wondering what direction to take with your marketing, here are some key components of a successful marketing plan in today’s fast-paced digital landscape.
Content & Social Strategy
Your content consists of your blogs, email, website text, videos, images and more. This is essentially the top of your sales funnel where you’ll be finding your audience – that is, it will be your primary lead-generation strategy.
As you create your content, you’ll want to bear in mind that all of it should be consistent with not only your brand storyline but also your offerings. While your primary aim with content is to inspire, educate and inform (rather than sell), the idea is to create content that hooks people and makes them stay engaged so that they eventually will make a purchase.
Storytelling comes into play here – you want to evoke emotions and make people notice the great things that your company does and what it has to offer that adds value to their lives. You’ll also want to have a clear call-to-action and point to highly relevant and valuable offers.
When it comes to developing content, there are plenty of different variations. For instance, you could develop an e-book to sell on the cheap (or give it away to build your email list) and use bits and pieces of it to develop shorter blog posts; slideshows could be incorporated into videos; and videos and infographics can be repurposed on different platforms.
Search Engine Optimization (SEO)
Understand that people have to find you and not the other way around. To this end, your website should be developed and designed with SEO in mind – that is, it should be set up to bring in traffic as much as possible.
Traditionally, it takes time for websites to become more established in SEO rankings, however, making sure that it’s set up from the start is essential for long-term growth. Some tips for making your content and website SEO-friendly:
- Ensure optimum accessibility and functionality on your site at all times
- Keep tabs on relevant, trending keywords and build content around them
- Don’t neglect titles and meta descriptions
- Be conscientious about the websites you backlink to
Know Your Customers
Customer research is the key to creating a marketing strategy that truly engages and inspires them to stick around. To this end, it’s important to do some preliminary research and develop a buyer persona in consideration of your target market. But don’t be too focused on your “ideal” customer – depending on your product, there’s often plenty of benefit in marketing outside of your expected customer base.
Technology: Which tools to use?
There are so many tools out there today that can help you streamline important marketing processes like email marketing and social media posting, and many of these platforms are capable of handling a number of processes alongside one or both of these features. Choose one that’s simple to use and meets your basic goals.
MailChimp, HubSpot, and Marketo are just 3 of many examples you’ll want to explore if you do not yet have an integrated automation tool. Many of these tools and all of your social media channels tend to have built-in analytics features as well. You can also use Google Analytics to keep track of relevant metrics if you’re not sure where start.
Creating, testing and revising your marketing strategy will be challenging for businesses of any size. It requires a careful balance of planning strategically while still staying flexible enough to adopt new ideas and technology in the long term.
Strategic marketing in the digital age has many facets, and it’s important that you align it appropriately with your business strategy to see success. If you need help with this, contact us today for more information.