Check out what you will be learning about digital marketing strategy in this blog:
Traditional Marketing Strategies in Business
When talking about traditional marketing, you can easily think of print media like newspapers and magazines, broadcasting on tv and radio, sales phone calls, advertising on billboards and banners, transit advertising, etc. This is because it is still relevant in spite of the advent of Digital Marketing.
Traditional Marketing strategies are:
- Deeply researched
- Tried, tested, and successful
- Efficient in reaching the local audience
- Still in demand
While traditional marketing strategies are still popular, there has been a huge shift to Digital Marketing to fill the marketing gaps in terms of direct engagement, cost, larger reach, retargeting, real-time reports, etc. To top it all, Digital Marketing is entirely customizable and can be tweaked anytime you want, which makes it super convenient.
There can be no room for errors in traditional advertising. If errors peep in, or if key information is missing, Advertisers would have to pay for it. Let’s say Intellipaat puts up a hoarding that says, ‘Enroll in our Digital Marketing course.’ Anybody interested in a classroom-based course will be misinformed and may unnecessarily reach out to Intellipaat. Though Intellipaat provides online sessions, seeing the hoarding, anyone interested in online learning may think that it is a classroom-based course and won’t contact Intellipaat. Intellipaat will lose out on a potential customer base due to this oversight. A misprint can cause a lot of setbacks in terms of reaching the target audience and can end up as a major loss for a business. If this was advertised online, it could have been corrected immediately.
Based on the core values and objectives of your business, you can divide the marketing strategies and budget between traditional and Digital Marketing or check if at all it is necessary to spend on one or the other.
Don’t forget to check out this video tutorial on Digital Marketing:
What is a Digital Marketing strategy?
Digital Marketing strategy is a plan designed specifically to fulfill business goals through online marketing. This online marketing should be implemented through relevant online marketing channels for optimized performance. It is very important to remember that not all marketing channels are suitable for all businesses.
For instance, photographers should focus on platforms like Instagram, Facebook, Behance, Pinterest, etc. rather than spending time on YouTube if they want to showcase their photographs unless, of course, they also release photography tutorials on YouTube. Similarly, an educational institute will have no use for Instagram or Pinterest unless they have interesting infographics to share. It all depends on where your target audience is. It is necessary to be able to identify the platforms that will bring in a larger audience. If you are advertising in the wrong place, then the effort is as good as wasted.
All successful businesses know about leveraging the appropriate tactics to identify and reach out to their target audience and convert them into leads. So, first and foremost, you have to identify your business goals and find the right Digital Marketing tools to achieve them.
Another important thing to pay attention to is that marketing strategies and marketing tactics, though they are often used interchangeably, are not the same. While the marketing strategy is a set of plans outlined to help achieve your business goals, marketing tactics are the set of actions within that strategy.
A Guide on How to Plan a Digital Marketing Strategy
Not every business will have a common set of marketing strategies. However, here are some Digital Marketing techniques that may add value to your Digital Marketing strategy building process.
Understand Your Audience
A business is nothing without its customers. If you have no one to buy your product or service, your business is already failing. Designing your strategy around your customers is the quintessential starter pack in any Digital Marketing strategy.
You need to understand who your core customers are and why your product or service has drawn them in. Where are they from? Which age group do they belong to? A little bit of research can help you explore and identify your demographic. Google Analytics is a great medium to do your research. Not only that, but you can try and understand what matters to your audience socially and culturally. Once you have locked these down, it will be easier for you to start coming up with ideas for your marketing moves.
Don’t Lose Sight of the End Result
Often, so much emphasis is given on the business offerings that it is quite easy to lose sight of your key business goal—to appeal to the audience. Understanding how your product or service is positively affecting your customers will not only remind you what your end goal should be but also remind the customers, time and again, why they had loved your product in the first place. Give your customers a reason to keep coming back. Again, Google Analytics can help you view the areas that are more popular with your audience.
Content can never go wrong. It is an age-old tried and tested medium for marketing that has worked both offline and online. Any fresh piece of quality written content is valuable to anyone who is looking for information on the Internet. This blog is a perfect example of content marketing. Not only is it giving you information and knowledge on how to plan your Digital Marketing strategy, but also it can link you to more related and interesting reading materials like a blog on the best Digital Marketing Tools. Your content can also include CTAs like below:
Check out the Digital Marketing Course offered by Intellipaat for a comprehensive learning experience.
Digital Marketing Campaigns
Once you have identified a platform that is conducive to your business goals, it is time to start a social media campaign on that platform to boost your promotions and generate leads. Your Digital Marketing campaign should focus on three primary aspects as follows:
- Brand awareness: Brand awareness is key to get your products/services easily recognized.
- SEO: A good SEO score is a sign that your marketing campaign is going well.
- Social media followers: This number determines the audience’s interest in the business.
Live Events and Meetups
Through live events like webinars and meetups, you can ensure connectivity. The ones who attend these live events can later become valued contacts. During these live events, if the attendees find your content to be resourceful, they can reach out to you for more information on your products/services and what you have to offer them. It is also a great way to make contact with your existing database.
A ReadyTalk survey mentions that nearly 20–40 percent of the attendees at a webinar convert into leads.
Mobile Marketing Strategy
According to a report by Statistica, the number of smartphone users in 2020 has surpassed 3 billion worldwide. It is only going to grow further by several hundred million in the upcoming years. Even without numbers, it is quite obvious how using mobile phones for everything, from shopping online to reading reviews on places, has become the new norm. A smart Digital Marketing strategy is to leverage on this.
Here is how you can get started:
- Make your website mobile-optimized
- Connect the contact details to a map app
- Work on your website’s loading time
- Review social media ads or ads on other mobile-friendly platforms
- Use contact numbers, addresses, and clickable CTAs (calls to action), e.g., see the below CTA:
Don’t hesitate to give your customers a personalized experience. You have to make your business more approachable by posting more relatable content or videos. Videos have been observed to draw in more people and are considered one of the top conversion factors. A simple yet touching video will always appeal to the masses. You can also introduce more interactive elements as required. Personalized user experience helps build trust.
Reflect Company Values and Vision
Share posts and content that reflect your company’s values and vision. You can give your customers a purpose to come back and retain the trust. Any marketing strategy that is not a reflection of who you are as a company will not make a lasting impression on people’s minds.
Key Performance Indicators (KPIs)
Every business will have its own KPIs, i.e., key performance indicators. You will have to set yours in a way that truly gives you the best insights into your performance. Once again, identifying your goals and objectives is key to setting up your KPIs. Here are a few points you can take into consideration:
- Don’t focus on the numbers that don’t reflect long-term success (vanity metrics)
- Isolate critical metrics and analyze them to drain out any negative performances
- Learn to be flexible with your KPIs
- Make sure to set up continuous intervals for the analysis and measurement of performance reports
The Bottom Line
Although there are Digital Marketing frameworks available on the Internet, following these Digital Marketing strategy steps will always make your strategy unique. B2B Digital Marketing strategies will be different from B2C Digital Marketing strategies. Just like every child needs to be handled differently, your business will need its own strategy and its own set of Digital Marketing strategy planning tools to thrive and grow. There is no one-size-fits-all template to do the work for you.
If you are completely new to this, you can always find numerous Digital Marketing strategy examples on the Internet that are similar to your business needs. You can take a leaf out of those books, test those methods, and customize them to something that best reflects your business’s core and purpose. Whether you publish a blog, create an email campaign, or have a giveaway contest, make sure your strategy is designed around your goals over a period of time.
If you have any queries regarding Digital Marketing, post them on our Community page.