Digital Marketing Strategy – Knowing the Market

The first premise of any marketing strategy is knowing who you’re marketing to. The best digital marketing strategy is built on detailed buyer personas, and your first step to create them. Buyer personas represent your ideal customers and can be created by research, surveys, and interviews.

Building buyer personas

To get a rounded picture of your persona, your research needs to include a mixture of customers, other people and prospects who are outside your contacts database but who are aligned with your target audiences.

This will depend on whether your business is B2B (business to business) or B2C (business to customers) or whether it is high cost or low cost.

Identifying goals

The marketing goals should be tied back to the fundamental goals of the business. Whatever your overarching goals are, you need to know how to measure it, and be able to measure it with the right digital marketing tools.

The manner on which you measure the effectiveness of your digital strategy will be different for each business and is dependent on your goals. However, it is important to ensure that you are able to do so because these metrics will be adjusted according to your future Brisbane digital marketing strategy.

Evaluation

You need to evaluate your existing digital marketing channels and assets. When you want to consider it to be incorporated into your strategy, it will help to consider first the big picture of being overwhelmed.

The owned media refers to the digital assets that your brand or company owns – whether it’s your website, media profiles, blog content or owned channels.  Earned media refers to the exposure you have earned through word-of-mouth. This also refers to press mentions, positive reviews, etc.

Paid media is any vehicle or channel that you spent your money on to catch the attention of your buyer personas. This includes Google AdWords, paid social media posts, native advertising and others you spent money on.

Owned media audit

Your owned media takes the form of content. Every message your brad broadcasts can be classified as content – whether it’s a blog, eBooks, infographics or social media posts.

You need to decide what content is helping you reach your goals.  List these and rank them. The idea is figuring what is working.

Earned media audit

Evaluating your earned media against your current goals can help get you an idea of where to focus your time. Look at where your traffic and leads are coming from and rank each earned media source from the most effective to least effective.

The idea is to see where most people share your content which in turn drives traffic. You might find that a particular article drives a lot of qualified traffic to your site.

Paid media audit

The auditing involves much of the same process, only that the classifications are different. If you’re spending a lot of money on AdWords and haven’t seen the results, maybe it’s time to refine your approach or scrap it altogether.

Overall, your Brisbane digital marketing strategy can give you an idea on which platform you want to continues and what to remove.

Digital Marketing Strategy – Some Details

Basically, digital marketing is marketing of products (or services) with the use of the digital technologies. Mainly, this consists of the Internet, mobile phones, display advertising and some other media. Digital marketing strategy is the overall tactic that businesses now use with all the forces of available digital media today to attract customers and increase revenues.

This is over and above the use of the traditional marketing strategies available and had been in use in businesses ever since. The shift had been set triggered by the proliferation of digital platforms that are increasingly used and incorporated into the marketing plans of many online businesses.

Digital devices

In addition to digital marketing strategy advantage, people are now adept at using these digital devices (the Internet, smart phones, tablets and generally computers in any platform) more than visiting actual commercial shops. 

The digital shift had changed the way brands and businesses use technology for marketing including the many discovered strategies in utilizing it. The latest of these is the current use of animated video in directly marketing one’s products and business.

3-Part strategy

The main strategy is simply to get more traffic, get more leads, and get the business to grow.

Most of the strategies used are based mainly on the business goals of the company. Generally, though, the plan is set in place on three critical action parts.

The first one is attracting more prospects. This one is the most doable considering the many ways on how to do this. The employable actions would include content marketing (blogging), email marketing, search engine optimization (SEO), pay-per-click marketing (PPC), and social media.

Lead conversion

Converting more leads is premised on the increase of traffic to your website. With the load of traffic, the next action is to be able to convert the traffic from anonymous website visitors into identifiable leads.

Some methods used on doing this is offering downloadable content (like eBooks), lead nurturing, and lastly by way of A/B testing and compelling videos.

All the leads would amount to nothing if they don’t close. These days, there’s an array of selling tools available to your site’s sales team to help them close more of the leads presented. These leads come from digital channels like the search engines, email marketing, and social media.

Tactics

Tackling digital marketing through a digital strategy is actually made up of many different tactics. Overall, the combination, interplay and related push in all these make up the bulk of the strategy in digital marketing.

These tactics are made up of familiar terms as well as other marketing plans that are familiar to digital marketers and practitioners. Theses would include the familiar SEO (search engine optimization), content marketing (blogging and article writing), downloadable content offers (eBooks, webinars, and White papers), Email marketing, social media marketing, and pay-per-click (PPC) marketing. 

Additional methods

The not-so-familiar group of tactics that are part of the overall marketing strategy include video production, website design and A/B testing, landing page strategy, call-to-action strategy, link building, infographics design, marketing automation, lead nurture strategy and good old public relations (PR).

As it is, the digital marketing strategy had been evolving.