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.