Creating an Effective Digital Marketing Strategy [Step-by-Step]
There used to be a time when paper advertisements and billboards were the most preferred methods for promoting your brand image and products. Fortunately, or unfortunately, that era is long dead.
It is no news that technological advancements are changing our world and how we inhabit it.
Marketers too are aware of this change. Almost everyone we know today has a device in his hand or on his desk. In this digital age, it is imperative that you start employing modern marketing and advertising strategies to attract more clients.
You can start by learning how to create a digital marketing strategy. In this post, we will look at the step-by-step process for achieving that goal.
First Things First: Figure out What you Want to Accomplish
If you wish your business to succeed, then you must create some marketing objectives that reflect your business goals. You do not want to launch a campaign that fails to produce any results.
If your ladder does not lean against the right wall, then with every step you take, you will only get to the wrong place faster. And you do not want that to happen.
So, use your creativity and imaginativeness to write your objectives and use them as a compass to guide you towards your goals. Think carefully through the details such as which online channels you are likely to use and how much you can invest.
The extent to which you define and specify your goals will eventually determine how successful your marketing strategy is going to be.
Create A Detailed and Highly Specific Client Persona
A purchaser persona is a portrayal of a prospective client. It’s an image you paint based on your research and meetings with real clients. Having a target audience in mind is a crucial step for any start-up.
But even more important is to know the personality of your prospects.
Simple guesswork is one thing, but having a comprehensive understanding of the kind of clients who can make your business profitable is another thing.
So ideally, you should try to incorporate more than just the basic demographics of your potential customers. Specificity is the key here.
For example, basic demographics may reveal the following information regarding a potential customer:
- Age: 20-35
However, a diligently constructed client persona will be able to dig much deeper than this.
It will reveal much more regarding their personality like where they come from, what income and job title they hold, their behavior and choices, and most importantly what influences them to interact with your business. Looking at the example above, an effective interview with this potential customer may tell us that:
- He is self-employed and works from home
- He lives in the suburbs and there are no major shopping centers in his vicinity
- He prefers to shop during the discount season
- He uses social media to stay up-to-date on the current trends
- He visits the city on the weekends
- He prefers to commute by public transport to avoid getting caught up in a traffic jam
So instead of painting a vague and ambiguous picture through demographics, you can refine your marketing process by getting more insight into the personality of the buyer.
Since this process is highly dependent on your research, you may like to take assistance from analytical tools such as Google Analytics or Facebook audience insights.
Gen up on the Digital Marketing funnel process:
In order to earn customer loyalty, it is essential that you get yourself acquainted with the marketing funnel process. The Digital Marketing funnel resembles an actual funnel. You decide where to place the funnel, then you place it over a container and pour some substance into it. Likewise, in the Digital Marketing funnel process, you assemble your marketing funnel to accomplish a particular target- such as making a client purchase an X item or service from your company. At this point, you fill your marketing funnel with traffic-utilizing advanced advertising strategies to drive that traffic from the highest point of the funnel towards its lowest part, where they eventually convert into a paying client and start promoting your business.
The funnel process comprises of three main components:
At this stage, you identify your goals and build client personas. You can use the SMART criteria (Specific, measurable, achievable, timely) as a tool to devise effective strategies. Additionally, it is imperative that you familiarize yourself with your competitors and analyze their strengths and weaknesses at this stage.
The second stage requires you to add traffic to your funnel which can be done through various means such as through social media, search engines, emails, and advertisement campaigns. The best strategy is to utilize multiple sources
- Sales Funnel
This is the final part in which you move your traffic towards the bottom of the funnel. This stage is further subdivided into three components:
- Lead Magnet
Intends to attract the visitor into your funnel.
Intends to keep the visitor hooked to your website and influence them to do business with you. Adding an amplifier to your website’s landing pages will reinforce their interest in your website and will help remove any doubts regarding their decision. Some of the best tools which can be utilized as an amplifier are:
- Demos etc
Some tips for this stage can be to:
- Make it conspicuous. Generally, the best strategy is to place the inquiry form or provide a button for it, at both the top as well as the bottom of the screen.
- Do not collect irrelevant information. Asking too much information may discourage your prospects from continuing the process. A decent and practicable piece of advice is to gather only the name and email address at the top of the funnel. Personalized information like contact number, address, and marital status should be collected in the later stages, as the clients progress through the funnel.
All three work to achieve the same purpose: how to captivate the customer’s attention in a way that eventually compels them to give up pertinent information-like their contact information in exchange for something that is of significant worth to them. Content can be exchanged through webinars or it can be in the form of an e-book, discounts, or promotional offers depending on your product and marketing technique.
Some Valuable Tips to Increase Your Sales
It has been a long journey down the funnel. Take a moment to feel some pride in whatever you have accomplished so far. You have set your goals, you know your competitors, you have not only researched your target client but have enticed them to give up their information to you. Now, you need to ask yourself, is there anything else you can do to help your traffic convert? For example, you may want to:
- Dispose of all interruptions on the lead magnet that isn’t connected with the target you are trying to accomplish
- Make sure your offer is understood, serious, and applicable to your intended interest group
- Make your feature CATCHIER so that it urges them to keep perusing the rest of the page
Wonder why Coca-Cola started printing random names on their bottles?
Dale Carnegie, the king of interpersonal skills once said that:
‘‘A person’s name is to that person the sweetest and the most important thing in any language’’ And he could not have been more right. Research shows that customized email campaigns get 29% higher email open rates and 41% higher click-rates than regular emails.
Coca-Cola, Andrew Carnegie, and Frank D. Roosevelt all utilized this strategy and so can you!
So, express your gratitude after they have made a purchase, wish them on their birthdays. You may even want to send them a working email and ask them for their feedback. This leads us to our next point-
Make personalization easier by incorporating software and automated marketing tools. Good marketing automation uses an inbound methodology to make the information available to your clients precisely when they need it and makes it available to them in the spot they are searching for. It also takes into account the ever-changing needs of your leads and analyses the kind of interaction they have with you. Encompassing different behavioral inputs from diverse channels in order to provide you with the context to understand your leads’ main challenges. As a rule, the more troublesome it is for somebody to gain access to what they need, the more probable they’ll leave and head off to someplace else. All things considered; your objective should be to make the user experience as smooth as possible. This will undoubtedly take your digital marketing strategy a step ahead.
Time to implement your strategy
Once you have completed your homework you should be able to identify which marketing channels work best for you. Some tips can be to:
1- Choose channels that your customers are more likely to use, such as search engines, social media, and channel partnerships
2-Look for channels that give you the most control such as Emails and channel partnerships
2-Pick the most popular channels such as SEO, Social media, and PPC
Re-evaluate and Rescript
Customer trends and needs evolve with each passing day. So, at this final stage, you need to monitor whether your strategy is still working. If not, then you may need to reconsider a few choices or make new goals that align with your interest.
Get Help from The Wizards of Digital Marketing
Still do not understand how you can turn your web traffic into your permanent customers?
Get in touch with our expert team at the Marketalist. As the leading SEO Company in Boston, we can help you generate more leads and increase your web clientele.