What is a digital marketing strategy and why is it essential to success?
What is a digital marketing strategy?
Digital marketing strategy is a plan that outlines how a brand will achieve its business objectives by employing various marketing activity aimed at reaching their target audience and converting them to a paying customer.
What does this plan cover exactly? This plan will vary depending the expertise of the person/entity who’s prepared it. A well build comprehensive plan will provide the following
Strategic planning—will review where your business is now (what assets you already have, what needs to be build) and where you business wants to be (what goals you want to achieve).
Define target audience —will detail who your ideal customer is and all the information you need to know about them in order to reach them successfully (also called customer persona profiles that include demographics, psychographics, needs, problems, etc.) and their digital ecosystem (how they interact online).
Optimal Channel mix (also knowns as omni-channel or multi-channel mix)—what marketing channels to use to reach your customer. This is the million dollar question every marketers wants to know right away, so please note the order of steps when you obtain this information.
Content strategy—will define what information (your messaging) you will share with your customers across each channel and when.
Performance measurement framework—how do you know if your marketing is successful. This framework will establish KPI (key performance indicators) and targets (set numbers to reach to determine if a tactic successful or not).
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Why is a solid digital marketing strategy essential to success?
Think of the strategy as a roadmap to a final destination. The map makes your journey easier and straightforward. If you don’t have a map, your journey will be longer, with a few or more wrong turns, lost time and lost resources. You may eventually get off-course and get lost, and take twice as long to arrive.
When speaking in marketing terms, digital marketing strategy answers this question: How can I connect with my customer at the right time, on the right channel (platform) and with the right message? When you don’t follow any strategy, you are doing random acts of marketing, yet hoping it will bring results.
Ask yourself:
Are you reaching the right customer?
Does your customer see your ads?
Does your message resonate with your customer?
Which social platforms are worthy of your investment, and which are just a "black hole" for your budget?
Most importantly, does your customer convert into a paying customer?
Takeaway? Stop guessing. To reach your customer, start with a solid digital marketing strategy that will guide your step-by-step to reach your business goals.
Don’t know where to start? Take our comprehensive Digital Marketing Strategy Course build by an industry expert with 16+ years of experience.