Creating a Digital Marketing Strategy
‘Digital marketing’ is a term often thrown around, especially if you own your own eCommerce business. However, what it actually means can be quite overwhelming considering it encompasses all marketing activities from search engine optimisation (SEO), to paid advertising and social media marketing. Understanding how you can harness marketing and digital marketing can help increase lead generation, customer engagement and ultimately sales. In this article, we’ll cover the basics of a digital marketing strategy to help you navigate the field.
Firstly, we must cover what digital marketing actually is. Ultimately, digital marketing covers all online marketing strategies and efforts that are aimed at connecting with potential customers or clients online. There are various digital marketing strategies such as search engine optimisation (SEO), social media marketing, email marketing, content marketing, pay-per-click (PPC) advertising and more. But before delving into which the various digital marketing tactics, it’s important to establish clear and measurable goals, such as;
What do you want to achieve? Is it increased website traffic, to lift sales or increase your brand awareness?
Who is your target audience? (demographics, behaviours, interested and lifestyle)
What are you able to spend?
What is your timeline for achieving these goals?
After setting your goals, it’s important to look at the user journey and where a potential customer will land if they engage with your digital marketing efforts. This is where a user-friendly website is crucial to meeting your digital marketing goals. Ensure that your website is visually appealing, easy to navigate and mobile friendly. A seamless experience between platforms is a crucial part of a marketing and digital strategy as it will encourage customers to browse longer and increase the likelihood of conversion.
Once you’ve set your goals and established where potential customers will land, you can start looking at the digital marketing ecosystem and the different tactics.
Search Engine Optimisation (SEO)
SEO is the practice of optimising your website to rank higher in search engine results pages (SERPs). Research relevant keywords related to your business and incorporate them naturally into your website's content. Focus on on-page SEO elements, such as meta titles, meta descriptions, header tags and image alt texts. High-quality, informative content and a user-friendly website design are also crucial for SEO success.
Content Marketing
Content is king in the digital world. Create valuable and relevant content that addresses your audience's needs and interests. This can include blog posts, articles, videos, infographics, podcasts and more. Content marketing establishes your authority in your industry, engages your audience and can help with lead generation.
Social Media Marketing
Social media platforms provide excellent opportunities for brand exposure and customer engagement. Choose the platforms where your target audience is most active and create compelling content tailored to each platform. Engage with your audience, respond to comments, and encourage user-generated content to build a loyal community around your brand.
Email Marketing
Email marketing remains one of the most effective ways to nurture leads and convert prospects into customers. Build a subscriber list by offering valuable content, discounts or exclusive offers. Segment your email list based on customer preferences and behaviors and send targeted, personalised emails to maximise engagement and conversions.
Paid Advertising (PPC)
Pay-per-click advertising allows you to reach a targeted audience by displaying ads on search engines and social media platforms. Set a budget, choose relevant keywords and create compelling ad copy to attract clicks. Monitor your campaigns regularly, analyse the results, and refine your strategies based on the data to optimise your ROI.
Crafting a successful digital marketing strategy requires an understanding of your audience, clear goals and a combination of various tactics tailored to your business needs. Working with a digital marketing agency can help you stay updated with the latest trends and technology. With a well-planned digital marketing strategy, your business can reach new heights, connect with a broader audience and achieve sustainable growth.
Contact us to discuss your digital marketing strategy.
