A study by Smart Insights dubbed ‘Managing Digital Marketing’ revealed that 46% of brands do not have a well-defined digital marketing strategy. Another 16% of the respondents do have a strategy in place but the companies have not integrated their strategies into their marketing efforts. With this in mind, you should know one thing: if a brand does not plant, how do they expect to innovate and, importantly, grow, measure and track their progress, or even learn from their past mistakes?
Understand What You Want (& Lay Out Your Objective)
Nail Your Mission
First thing first, define the objective/mission of your business. This is because your digital marketing mission must fit within the grand plan of your business. A good guidance will come from the digital marketing agency in Hampshire, to lead you on the right path.
Answer the following question: What is the main objective you want your digital marketing effort/endeavour to achieve? For instance, do you want to position your company as the premier supplier of computer parts in all of Europe?
Set, Measure, And Track Your KPIs
Specify your KPIs by stipulating the figures you will be charged with achieving.
To specify a realistic KPI, analyse your previous digital marketing effort fort. Doing so ensures you target a positive improvement in your current achievements. This will also negate setting your expectations too high.
Analyse Your Past (And, Importantly, Learn from The Mistakes You’ve Made)
You should not undertake any planning whist in the dark. Analyse the successes and failures you have accrued in the past from the digital marketing strategy. This will help you focus on establishing the best KPIs for your company. As such, it is a good idea to complete step one and step two concurrently.
The first order of business should be to select a period to analyse. Ideally, choose a period of time similar in length to your intended to run your marketing strategy. For instance, you can decide to analyse the previous month, quarter, or year, based on your plans.
How to Analyse
After choosing the period you would like to analyse, select the period on Google Analytics calendar to match the time frame.
Use Google’s Bench marking Reports to compare the progress you’ve made in relation to your competitors. Such as Fleet post office and how they market themselves in today’s climate.
Do not forget to analyse the marketing strategies and peculiarities that your competitors use. Develop an analysis spreadsheet of your competitor’s online activities. SEO tools such as SEMrush are effective in helping you identify and understand your competitor’s marketing strategy. For instance, what are the keywords that generate their largest organic traffic?
Remember Who You Are Talking To (And Speak A Language They Understand)
Your plans should work being mindful of the people you are trying to reach. You should know your audience by now. However, many digital marketers will forget the needs of their audience in the midst of the KPI setting, channel selection, and budgeting.
Do not make this mistake. Place your audience and their needs at the heart of your digital marketing strategy. Cater to their emotional wants/needs and satisfy their deepest desires by creating and deploying well thought our personas throughout the marketing campaign.
Developing Useful Personas
Start with the basic: research and take note of all the demographic information you have learnt about your target consumers – what is their gender, age, location, etc.
Go deeper and identify the various problem your target persona solves.
Delve into their goals, aspirations, desires, and fears. In other words, document all the factors that make them tick – these are their unconscious and conscious desires.