With millions of people going online to get their information, it’s imperative that you have a digital marketing strategy in place. One of the most effective ways for people to learn about who you are and what you have to offer is by being online.
Digital marketing is broken out into a number of different categories. Based on what you want to achieve, a specific strategy needs to be created.
Types of Digital Marketing
When you begin marketing online, you have to consider the many categories that are available to you. There’s no reason that you have to embrace all of them. However, encompassing two or more into your strategy can be beneficial.
There are six main categories to focus on.
Content: Content marketing includes all of the content that you will create on your website, your blog, and on social media. The content can include text, photos, and videos.
Search engine: Google and other search engines help you gain visibility when people search for products or services that you have to offer. You can use search engine optimization and paid marketing to improve your visibility.
Email: Regular emails sent to your entire mailing list can be a beneficial way of updating your customers on sales, new products, and what’s happening within your business.
Social media: You have the ability to educate and engage your audience on social media. Depending on your audience, you may choose one or more platforms to be on, including Facebook, Instagram, Twitter, and YouTube.
Pay-per-click: Banners found on websites can attract your target audience. You pay to have these banners placed on high-traffic websites – and the cost is broken down based on the number of times people click those banners to go to your website.
Affiliate/influencer: Take advantage of those with a loud voice within your industry. Affiliates and influencers can use their reputation to talk positively about your brand and promote you to their own audiences.
Determine Your Goals
Every marketing strategy must be unique based on the goals you want to achieve. Are you looking to drive more traffic to your website? Are you looking to educate more people about your brand?
Every goal should be S.M.A.R.T. That means it should be Specific, Measurable, Attainable, Relevant, and Time-Based.
Some of the most common marketing goals include:
- Raise brand awareness
- Increase web traffic
- Increase sales
- Obtain more email subscribers
- Reduce the customer acquisition cost
- Get more followers on social media
Obviously, you will want to choose a particular marketing category based on what your goal is. Set a timeframe in which you want to achieve your goal. It’s also important to be as specific as possible so that you can set benchmarks and work toward your goal in a timely fashion.
How To Identify Your Target Audience
Your entire digital marketing strategy is useless if you don’t know who you are marketing to. Whether you sell a product or a service, it is designed for a specific type of consumer. The more carefully you identify that consumer, the easier it is to target them effectively using marketing tools.
For example, the average age of someone using Instagram is between 25 and 34 years old. If you are targeting CEOs in their 40s and 50s, Instagram wouldn’t be an effective tool for you to use. Similarly, if you are going to use a PPC campaign, you want to make sure that your ads are being placed on websites that are commonly visited by your target audience. If you sell beauty products, your ad would be relatively useless on a camping supply blog.
Establishing your target audience is done by doing some market research. Conduct polls to learn more about who is buying your product or using your service. Identify such things as gender, age range, marital status, earning potential, and even interests. All of it can be used to help you form a connection with the consumers so they gravitate more toward your ads and your content.
It can be beneficial to create a buyer persona. This is where you create a fictitious person that is the epitome of your ideal customer. Meet Paige. She is 30 years old and married with two kids. She works from home and finds that she’s exhausted by the number of chores that she has to do every day. This helps you to identify their pain points so that you can customize your pitch to address them in a more personalized way.
Google Analytics and Facebook’s Audience Insights can be your best friends when you’re trying to pinpoint the details of your target audience.
Embrace the Sales Funnel
A sales funnel is a way to draw everyone in and keep them engaged until they become your customer.
There the sales funnel has a few different stages:
- Information Gathering
- Interested in buying
- Evaluating potential businesses
- Intent to buy
- Read to purchase
Depending on where someone is in the funnel, they’ll want different pieces of information from you. Some may want to browse a catalog. Others might want to ask questions. Meanwhile, others will want to maintain a relationship with you so that they can easily buy from you again down the road. It is up to you to provide plenty of content for all stages of the funnel. It is also worth thinking about the language used as it helps determine where they are in the sales funnel.
Through automation, an email marketing list, and more, you can make sure that you help consumers through the funnel. Then, you maintain the relationship so that you can have repeat customers.
Be Ready to Tweak Your Strategy
Your strategy will change as you reach goals and set new ones. Don’t be afraid to re-evaluate your approach every few months to ensure you are maximizing your investment.
Additionally, if you feel overwhelmed by creating a digital marketing strategy, it can be beneficial to reach out to a marketing consultant. This way, you can tap into their expertise to ensure you get a strategy that truly helps you with your goals.
We hope that we have been able to give you a glimpse into at least a small part of what goes on behind the scenes of a successful digital marketing campaign. This is one of those skills where the concepts can be learned fairly quickly but take a lifetime to master.