The world has gone through a drastic shift in the economy in COVID-19. So every company is looking to switch to digital marketing. But the main question here is to where do you begin? To give your business a digital presence, we have the ultimate guide to digital marketing strategy to adopt for beginners to advanced marketing professionals looking to nourish their skills.
What is a digital marketing strategy?
A marketing strategy today is a targeted and attainable plan for achieving a specified marketing-related objective. It considers what your company is already doing well and what you are missing in terms of the goal you set.
What should be included in digital marketing strategy?
The amazing thing about digital marketing strategy is, it is very easy to track. Because some of its components have in-built analytics like social media marketing, it tells us how many visits and shares have been done to a blog post shared. Let us have a quick look at some specific components of digital marketing, such as:
Social Media Marketing
SMM uses social media to connect existing and potential clients with your organisation or brand. Customers can engage with the firm directly by like, commenting, and re-posting material on owned media. Effective SMM raises brand value, increases online sales, and enhances website traffic. A good plan is a marketing mix of Facebook ads or ads over any owned media or paid media. Most marketing platforms provide built-in analytics for better understanding of businesses to assess the effectiveness of their digital campaigns.
Pay-Per-Click (PPC) Marketing
PPC ads, or pay-per-click marketing, is a type of paid media advertising in which a business pays a search engine each time a potential customer clicks on their ad. PPC ads ensures that your website appears at the top of the search engine results page (SERP). The goal is to convert a large number of customers into paying customers whose purchases will cover the cost of paid advertising.
Search Engine Marketing
The objective of SEO and SEM is the same: to get your website to the top of the search engine results page( SERP). Search Engine Marketing, on the other hand, is paid media advertising rather than using keywords to maximise your website’s placement on the SERP organically. It ensures that when potential buyers search for keywords, your website will appear first on the SERP.
Local Search Marketing
Local search marketing leverages location settings to match consumers looking for a local business with the right company. Companies that use local search marketing can boost their SERP rankings by employing SEO or PPC strategies. The purpose of local search marketing is for businesses to show up on a local map when potential customers look for products or services in their area.
Search Engine Optimization (SEO)
Top search engines employ keywords to reply to user searches with the most relevant responses, as determined by the search engine. SEO increases the chances that your material will appear on the front page and receive a click from a potential consumer.
Marketing campaigns aim to educate consumers about the purpose and value of products while putting little marketing efforts into converting more leads to sales. Content marketing is beneficial when customers want to know the functionality of an item and why they’re worth buying. When combined with other forms of digital marketing, excellent instructional material promotes you and your organisation as a reputable, trustworthy source of information, which will increase clients and overall sales.
It is quite similar to traditional postal marketing, except it is far less expensive, gives analysis analytics, and may be targeted to ideal customers or target markets. Customers can receive information, promotions, and coupons via email marketing.
Influencers have a dedicated market of followers. If you aim to attract a specific audience of sales funnel & email subscribers, influencer marketing might be a great approach to getting your business in front of them.
Remarketing displays advertising relevant to material that may be of interest to ideal customer who has already connected with your website in some way. These advertisements frequently show on their social media accounts. Remarketing is also known as retargeting by advertisers, and it’s a wonderful way to increase the chances of a potential client making a purchase.
Marketing automation is a beneficial tool for businesses that want to use the same or similar messaging across numerous digital platforms. The marketing automation platform takes care of the rest after marketers enter the necessary data, such as campaign information, frequency of posts, and target market. It allows the marketing team to focus on creating content and evaluating the strategy’s success.
The development of a video for educational or promotional purposes that your firm can utilise on its website, social media pages, email, or in between videos on streaming services is referred to as video marketing. Videos are an extremely effective marketing tool. They’re interesting, entertaining and can help with SEO by utilising backlinks and tagging. Customers like videos above other forms of advertising. For a high percentage of customer conversions, the work, ingenuity, and money associated with generating marketing films are usually worth it.
Effective Website Design
Web design refers to the process of choosing and implementing visual components such as fonts and colours, interactive features such as buttons and forms, and content creation such as information and stores on your website.
Customers are drawn in by good online design, making it easy for them to navigate the educational and purchasing process. Customers can stay connected to a firm by linking to social networks from well-designed web pages. The major purpose of most other online marketing methods is to get customers to your website to make a purchase or talk with a company representative. To complete the deal, you will need a great website.
To fit the needs of your company, digital marketing activities can take many various forms. Some companies use a combination of tactics to attract clients, such as content marketing, digital marketing services, and email marketing. In contrast, others rely on a single instrument, such as PPC marketing.
Why do you need a digital marketing strategy?
It is a known fact that digital marketing strategies can optimise and maximise the results of ad campaigns. It expands the reach of businesses and connects with a huge audience base. But, still many people are curious to know what is the need for a digital marketing strategy. Here, we have enlisted some of the major reasons that how a digital marketing strategy can get more lead generation, brand awareness to existing and new customers:
Defines the business directions and marketing goals
While creating a digital marketing strategy, you will get to know pain points and make a digital marketing plan accordingly. You will take action by following the plan and grow the business. It is difficult to determine what you want to campaign for online if you don’t have precise marketing objectives.
Writing a well-defined online marketing plan will assist businesses in addressing critical issues, such as knowing how to sell to whom, defining your target demographic, developing an effective strategy, and running a successful digital marketing campaign.
Connecting to consumers
According to Statista, there were about 4.7 billion active internet users worldwide. 82% of consumers search online and check reviews before making a purchase. All of these statistics should determine how digital marketing tactics can help your company grow. You may lose potential clients if you do not engage your brand with appropriate digital marketing strategies. A company’s work must be searchable, and it can effectively communicate with customers.
Track and monitor ROI
You must keep track of the digital marketing analytics while all of the campaigns are running. With these measurements, you can accurately calculate ROI, identify areas for development, and try to improve things in the future.
Marketers may check for varied ad material and manage how audiences react to each digital marketing campaign using Google analytics. Examine the number of website visitors, the number of page views, the average time a user spends on your site, bounce rates and conversions, as well as your overall growth. By examining all of these factors, you may improve your marketing plan and achieve the best outcomes.
With current marketing efforts, you can provide your customers with a more personalised experience, including blogging, optimising search results, text messaging, online adverts, email marketing, affiliate marketing, and more. Businesses may capture viewers’ interest and keep them informed, entertained, and engaged with short internet films/videos, images, infographics, etc. Remarketing on social media reminds them of what they have left behind while also reminding them of your business. With customised ad content, you can become more involved with consumers, stay top of mind, and urge them to take action.
Increase reach by eliminating missed opportunities
You may deliberately focus on reaching and increasing the visibility of your business using digital marketing. Traditional marketing is an effective technique for reaching a specified population, but if you want to expand your reach beyond this sector, digital marketing can help.
Furthermore, digital marketing allows you new options to target your audience, gets you a lot of exposure, and helps you establish a strong brand. Reach out to those clients you have neglected and need to engage with blog material, social media, and search engines. It is not difficult to plan a digital marketing strategy. All you have to do now is document your business goals, techniques, and KPIs.
How to create a digital marketing strategy?
After knowing the importance of digital marketing, the question arises- how to create the best digital marketing strategy or how do you define your digital marketing strategy? Many major and small elements can help the effectiveness of your digital marketing plan, from buyer personas to the correct marketing tools. Here is how to lay the groundwork for a winning strategy, including famous online marketing tools and software.
Create buyer personas
Digital marketers gathered qualitative and quantitative data on their target audience, like gender, age, job title, location, and hobbies. With the rise of buyer personas, the notion of a potential consumer has been elevated to the next level. Without them, even the most effective marketing methods are ineffective. A buyer persona is important to find an ideal consumer which can be located via surveying and contacting a predefined target demographic.
Set your goals and identify tools
This stage is a must, as your approach will fail if the goals are not defined. Make sure the objectives you created are appropriate and measurable.
A poor online marketing goal may be as follows:
Next year, increase website conversions by creating two promotional offers.
What is the problem with this objective? It is indeed unquantifiable! How can this goal be used to track progress? The following is how it should have been written:
In the first quarter of 2021, increase website conversions by 20% and generate two promotional offers: a free online marketing report and a marketing book. By March and April, they should be available online. Measuring progress is now possible in that location.
Create a content plan
Any digital marketing strategy must include high-quality content. Content creation is one approach to a content marketing plan to produce high-quality content for your website. This crucial component of the plan serves various purposes like increased organic traffic to your website, improved social media presence, and ranking all of those long-tail keywords and queries. If you post blogs regularly, your readers find them informative. Search engines will easily identify your website and proved to be a successful marketing tool.
Evaluate existing digital channels
Analyse your existing digital channels and assets. For example, websites, blog posts, social network accounts, paid search, Google Adwords, paid ads, etc. Consider the following questions: how effective were they, and how may they be improved next year? It’s fine if you do not employ all of these features in your future digital marketing campaigns, but you should use the ones that worked best last year. If a landing page you recently designed successfully generates leads, for example, utilise it again while improving it as much as feasible. Other assets and channels are in the same boat.
Your site must be updated for a great mobile experience. Page load speed, site design, and other search engine optimisation methods are all part of mobile optimisation to guarantee that consumers who visit a mobile device have a positive experience. Examine your mobile responsive design and email templates to ensure that you are using the most up-to-date techniques and providing only the most relevant and up-to-date information.
Connect with potential customers
Engaging with your potential consumers is crucial to your company’s success. Because online business is all about engaging with clients who want to spend money via multiple channels, your organic search should be high to get favourable results. As a result, your digital strategy should ensure that your leads are not putting up undue effort to engage with you. To save time and effort, make sure that landing pages don’t ask for information that isn’t relevant. Make call-to-action prominent on website pages.
Following the right technology
If an improper technology is deployed, a marketing effort becomes pointless. You will need marketing automation software and the latest industry tools for a proper digital marketing plan. Some tools may assist you at every stage of the digital marketing process, from identifying your goals to tracking where your visitors are coming.
Be sure to be different from your competitors by talking to your customers to identify a unique selling proposition. If required, fix your existing differentiators. Then to guarantee that your digital strategy is working well, constantly monitor it. You can use Google analytics to get smart insights about your progress. This is accomplished by forming marketing teams and learning from your mistakes and looking for ways to improve!
How much should charge for digital marketing social media campaign strategy?
Most social media campaigns have custom pricing. So social media marketing strategies could cost anything from $300 to $8,000 per month. This will be determined by the number of social media platforms you advertise on and the type of content you want the professionals to generate and distribute.
Entry Level (Up to 3 years experience): $25–35 per hour
Intermediate (Up to 5 years, experience): $50–100/hour
Advanced (Up to ten years of experience): $120-$200 per hour
It is not easy to figure out how much a social media campaign costs. Comparing free quotes from social media marketing businesses, which we can assist you with, is the simplest approach to acquire a clear figure and follow digital marketing excellence.
Options to charge a social media client
On Hourly Basis
Most of the economy is based on hourly pay, so social media freelancers and consultants use this method to determine their fees. The hourly rate is straightforward and convenient, but not good to form a team or extending operations – and charging hourly can be difficult if the scope of work changes. If you opt to charge hourly, make sure to create an overall estimate and criteria for how you will track your time, handle scope modifications, and communicate with the client for a project.
On Monthly Basis
Many marketing professionals prefer to charge a fixed monthly cost. This ensures a predictable and constant income for both the client and the freelancer. Make sure to clarify what you will supply for a fixed charge and how you will assess. It can be based on deliverables like posts, blog articles, social media ads or actual hours you make available to clients.
A retainer is a payment made in advance for future services provided by the social media manager. Many social media management consultants may decide on retainer fees to ensure the customer has invested in using them in an organised manner. It should reduce risk on their end if a client delays or fail to supply you with the information you require to complete the task.
How to develop a digital marketing strategy for ecommerce?
To get more out of your ecommerce digital marketing campaigns, you need the following simple and effective ways to develop ecommerce tactics:
It helps in devising different ways to cater to visitors within existing marketing materials and moulds your outputs to match the specific requirements of the target audience. This can take the form of including a prospect name in the subject line of an email, suggesting information or items, or even displaying good content on a webpage when a user progresses through the purchasing journey. Personalisation may help consumers move faster through the customer journey by serving what they want right in front of them, influencing them to take the desired action of making a purchase.
Focus on user-generated content
User-generated content (UGC), is all about getting your customers to share and advertise your content. This benefits you in two ways: 1) increased traffic to your ecommerce websites, and 2) establishing a following of people interested in what services/products you offer.
The effective ways of UGC are:
Reviews shared by customers with product pictures
Content submitted by users on social media using a brand hashtag
Creating customer loyalty programs
Through appropriate discounts, a loyalty program attracts a customer to continue with you. A client loyalty programme requires time and effort, but it pays off in repeating business, user-generated content, referrals, etc. While creating a loyalty programme for your ecommerce business, keep a few things in mind, like broaden methods in which customers can demonstrate loyalty and rewarding methods. For example- points, discount codes, or special bonuses for repeat purchases, sharing your content, social media mentions, etc.
Investing in live chat
You can implement a live chat via chatbots or have a live person ready to interact with potential consumers visiting your store. Whether you use a bot or a human, live chat will be especially useful while customers browse your store or during the checkout process to address any objection.
Pay attention to shopping cart
The major reasons for abandoning a shopping cart involve trust in the product/company or the delivery mechanism. By working on previous customer objections, provide them with every reason to purchase from you without hesitation. A successful strategy for reducing shopping cart abandonment consists of:
A simple return policy
Guarantees of money back
Options for superior delivery
24*7 customer support
To Sum Up
Undoubtedly, a digital marketing strategy helps your business to grow better and improve your digital presence. This guide covers all the basics of creating a digital marketing strategy; the cost estimates to run a digital marketing campaign, and effective ways to implement a digital strategy for ecommerce. In short, it gives you what, why, how of digital marketing. It maps your actions to achieve your goal over a period of time.