Part 2:
Brief summary of part 1, before creating a Digital Marketing Strategy, make sure you:
1. Do research on your own business and competitors (make a SWOT analysis).
2. Analyze and explore the different media options both traditional and digital, which the use of both types is called Cross-Media Marketing.
3. Create interesting, entertaining, educational and visually intriguing content that is relevant, short and easy to read. This is called Content Marketing.
4. Analyze consumer behavior and identification, to know in which consuming stage the customer is at that particular moment.
Digital Marketing Tips and Tricks
The next step is to match your business goals and objectives with the marketing goals. After undertaking the above, you identified what the business goals are exactly and the means how you can reach these goals. Depending on the current business goals, you set the marketing goals.
Business goals could be:
1. Increase brand awareness.
2. Increase the number of sales (online and / or offline).
3. Increase conversion which entails that visitors of your website or in your store / office turn into buyers of your services and / or products.
4. Increase consumers’ loyalty (online and / or offline).
Marketing goals could be:
1. Increase the traffic to your website or offline business.
2. Increase the quality of those visits, meaning attract potential clients that are valuable to your business (those who are likely to purchase).
3. Increase the quality of users on your Social Media, referring to users who are your target audience and feel connected with your business and its services / products.
4. Increase the engagement level on Social Media.
5. Increase the Click Through Rate (CTR) in Display (online ads) and e-mail offers (newsletters).
6. Improve the recognition / brand awareness of the brand or the company name.
These marketing goals should always be SMART which enable to reach the set business goals;
- Specific --> be clear in which area you want improvement and what the exact goal is.
- Measurable --> set a target for your goal, for example measuring if the goal is half way to be completed when the target is to e.g. increase online traffic by 20 percent in one month. Hence, the goal should be easy to measure.
- Attainable --> the target should match with real results. Prior to setting the goals, there should have already been a visible and clear overview of real results and the current developments.
- Realistic --> check frequently the results of what is happening in reality in order to stay realistic rather than what is ideal.
- Time-bound --> set the period in which you want the goal to be reached, can be daily, weekly, bi-weekly, monthly, yearly etc.
In order to measure these goals, you can set KPIs (Key Performance Indicators) which can be for example:
- The number of unique visitors received over a set period of time (when the goal is to increase web traffic).
- The number of sign ups received for a mailing list or to receive information (document, quote, brochure etc.) (when the goal is to increase leads and having a database of valuable customers).
- The number of contacts received via Customer Service channels (when the goal is to improve the customer service and sales leads).
- The number of online purchases made over a set period of time (when the goal is to increase sales).
- The number of incomplete online purchases made over a set period of time (when the goal is to increase conversion).
More on KPI in another post. Read next post Creating Digital Marketing Strategy Part 3
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