Studies have revealed that more than half of world’s brands do not have a proper digital marketing strategy and even those who have ride on flawed technology. Not every company that offers a digital marketing solution is able to make an impact. Adopting the following strategies will help you to zero in on the right strategy for your website, product or brand.
First and foremost, decide upon what you want to achieve by your digital marketing effort? This mission should be realistic, tangible, measurable and in tune with past achievements. There should also be a method to measure the results. Tools such as Google Analytics can help record conversions. For the record, Marketing Metrics and Key Performance Indicators (KPIs) are used by marketing teams to demonstrate the effectiveness of their campaigns in measurable values.
You have planned for some thing last year that did not go as expected. Past records are clear indicators of understanding where we are and how we are going to move from here. Be sure to compare and set targets for same length of period. For example, don’t set this month’s target based on last year’s achievement. It should on YOY, QOQ or month-on-month basis. To analyze, you can use Google Analytics calendar or Benchmark reports in your Analytics account. You also have tools to analyze competitor’s marketing strategy and performance.
Customer is at the core of every business and so does Digital marketing. Forget KPI, forget the budget outlay and competition for now; talk to customer first; know their needs and cater to those needs; just as simple as that. However much you try, the customer initial satisfaction comes from presenting an output that is in his vision. All other factors mean much less. Therefore, put your audience at the heart of your digital marketing strategy. For this develop an understanding of your customer, age, gender, location etc.
Effective strategy should be complemented by taking stock of the situation and resources on hand. The important resources are: finance, team and digital channels. Finance determines the length of operations and acquiring additional support teams. The digital channels are numerous and the choice is largely dependant on the most popular ones in the target client segment. As the tasks get bigger and when the management of these tasks become difficult with in-house teams, acquiring additional support teams or outsourcing some of the operations may be a good idea.
Finally, don’t be too rigid with any of your plans. However carefully planned, no plan is perfect from the word GO. Corrections are always on the anvil and be flexible enough to admit it and tread on the right path.
Create a timeline with editable tasks; identify and highlight the key campaigns and document each channel. Once this is done, review and identifying changes are much easier.