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Building Digital Marketing strategy and platforms to achieve your marketing goals13 min read

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Building a digital marketing strategy for success
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Headline:

You might be well aware that having a Digital Marketing Strategy didn’t used to be very important back then.

First of all, Marketing used to be all about spending money. If you could outspend your competitors, there was a good chance you could take over a larger portion of the market share. Creativity played a part, but being successful often came down to Dollars/Naira spent. 

Today, however, marketing is more complicated. People don’t want to be marketed to; they want to build relationships

Whether you are a new business or revamping your digital marketing strategy, it can leave you with the difficult task of deciding where to focus your efforts, and more importantly, your budget. Is there a “perfect”, a one-size-fits-all marketing strategy that will be ideal for everyone?

The answer, as you could probably imagine, is no. Rather, an integrated approach that uses a variety of strategies at various points in the buying cycle is the best decision you can make.… But this doesn’t make the decision process much easier.

It’s probably safe to assume a major part of your marketing strategy today is digital. Consumers and businesses alike are almost always online and on-the-go — and you want to be able to reach them and observe their behaviour where they spend their time.

But when you’re growing a business, it may seem as though this ever-changing digital landscape can quickly become an overwhelming one. With a number of other responsibilities and tasks that need to get done, how can you also efficiently create, fine-tune, and maintain an agile digital marketing strategy?

What is a marketing strategy?

A marketing strategy is a plan for reaching a specific marketing-related goal (or goals) in a focused and achievable way. It takes into consideration what your business is currently doing well and what you’re missing in regards to the objective you set, so you’re more likely to accomplish it.

Basic Marketing strategy include

  • Publish a blog.
  • Advertise on a specific social media platform (e.g. Facebook Ads, Instagram Ads).
  • Offer free educational resources
  • Search engine optimize your digital content.
  • Create a giveaway and/ or contest.
  • Test different campaign types to determine what works best for your audience.
  • Organize a webinar.
  • Product a podcast.
  • Create an email campaign.

Now that you understand what a marketing strategy is, let’s look at digital marketing strategy.

What is digital marketing strategy?

A digital marketing strategy is a plan that helps your business achieve specific digital goals through carefully selected online marketing channels such as paid, earned, and owned media.

Digital marketing strategy are often mixed with digital marketing campaign, they are two different terms entirely, let’s me show you that

As mentioned, a digital marketing strategy is the series of actions you plan and take to achieve your overarching digital marketing goal. In contrast, digital marketing campaigns are the building blocks and actions within your strategy that move you toward a specific, digital end goal.

For instance, if the overarching goal of your digital marketing strategy is to generate more leads through social media, you might run a digital marketing campaign on Twitter. You may share some of your business’s best-performing gated content on Twitter to generate more leads through the channel.

Steps to build a digital marketing strategy, according to Hubspot are

  1. Build your buyer personas.
  2. Identify your goals and the digital marketing tools you’ll need.
  3. Evaluate your existing digital channels and assets.
  4. Audit and plan your owned media campaigns.
  5. Identify your goals and the digital marketing tools you’ll need.
  6. Audit and plan your earned media campaigns.

There are so many digital marketing strategies and sometimes it can be overwhelming when you’re trying to decide which one to prioritize. Marketers looking for the ultimate digital marketing strategy need to have a clear understanding of their business, product, and demographics before choosing a digital marketing strategy that will be effective for their needs.

When it comes to your digital marketing strategy. you don’t want to waste your time by choosing the wrong one, and you need to stay on top of your lead generation activities as well.

Here’s the thing about digital marketing: it’s a bit of a trial and error process. So while you absolutely want to make a plan, you also have to be flexible with:

  • Shifting SEO patterns
  • Upcoming trends
  • Your content calendar and timeline
  • One or two social channels only (the ones that perform best)
  • Which KPIs to focus on
  • When to get progress reports, where you can discuss and regroup.

A successful strategy will always need some tweaking and as such needs careful and continual monitoring and adjusting. 

In marketing and product development, there is often so much emphasis placed on the product and the “numbers” surrounding it (profits) that sometimes people lose sight of the need that the product fulfils.

What truly matters is who you are marketing to, and why. You need to understand their pain points in order to get what they’re ultimately doing with your product. In other words, when you demonstrate the post-buying moments, they’ll then remember why they need it in the first place.

Best platforms to implement your Digital Marketing strategy

Are you ready to kickstart your digital marketing strategy? Below are six channels you can implement and goals to achieve with them:

1. Search Engine Optimization

2. Content Marketing

3. PPC

4. Social Media Marketing

5. Video Marketing

6. Email Marketing

1. Search Engine Optimization

When it comes to digital marketing strategies, look at SEO as an important requirement. It intercepts every member of your target audience — no matter where they are in your buying funnel. The reason is that almost every user begins their search for a new product or service with a search engine.

SEO is the process of improving your website so that it ranks highly in search engine results for keywords and phrases related to your business. The more keywords you rank for — and the higher you rank — the more people will see and become familiar with your website and business.

SEO’S GOAL?

SEO aims to direct more traffic to your website from members of your target audience. These are consumers who are actively searching for the products and services you offer, as well as users searching for more top of the funnel content

Most of the time, when a user performs a search on Google, they don’t click past the first page of results. Why? They often find what they’re looking for, which means it’s critical that your business earns a spot on the first page of search results.

With so many users finding their answers in the first listing of search results, it’s clear that you can’t rank on the second page of results. Even if you have what people are looking for, you’re hidden from their view — out of sight, out of mind.

That is why an effective SEO strategy is important in your overall digital marketing strategy, as well as our leading digital marketing agency, is essential.

If you’re a landscaper, for example, you may use SEO to increase your ranking in search results for the keyword, “residential landscaping design,” and, “common lawn weeds.” While these keywords have different intents, one transactional and another informational, they target your audience.

Due to that targeting, you encourage traffic to your website from users that matter.

2. Content marketing

Content marketing ties in heavily with SEO practices, and should aim to provide your users with information that will eventually guide them through the buying process. In doing this, you have a solid digital marketing strategy to help you gain familiarity and trust with future customers.

Different types of content you can create for your marketing efforts include blogs, eBooks, case studies, infographics and more.

In content marketing, your business focuses on reaching, engaging, and connecting with consumers via content. This content, which can include videos, blog posts, infographics, and more, provides values to users. It’s not, however, sales-orientated copy — it’s informational. No matter what format you choose for your content, it’s critical that it’s relevant and beneficial to your audience.

It allows your brand and business to become relevant to the consumer as they are searching for answers to solve a problem and assists in creating credibility. You can continue to create content throughout the buyer’s journey by tailoring your content to users’ specific needs.

CONTENT MARKETING’S GOAL?

The overall goal of content marketing as a digital media strategy is to provide valuable information to your target audience, increase traffic, and generate conversions. From a technical standpoint, content marketing also focuses on optimizing your content for search engines to improve your visibility in search results.

Content marketing is a long-term and ongoing strategy that creates a whoa ROI. That ROI includes new leads and clients for your business, as well as increases in your conversion rates. Content marketing provides these results by target every stage of your buying funnel.

3. Pay Per Click Advertisement, PPC

PPC is a paid form of advertising that relies on an auction-based system. With PPC, you bid on keywords that you want your ads to show up for — your ad triggers when a user’s search includes your keyword. These ads then appear at the top of search results, above organic listings. If a user decides to click on your advertisement, you then pay for that click.

In other words, you don’t pay for ad space — only for the results.

PPC’S GOAL?

PPC is one of the most cost-effective paid advertising methods.

For many businesses just getting started with digital marketing or looking for a quick boost, PPC is a useful online marketing strategy. It propels your website to the top of search results, which can help if your company’s org…

4. Social Media Marketing

Social media helps users discover new content, and can therefore be a useful tool when trying to expand your audience by promoting and linking to content from your site. If you have a large set of social followers, you can also use social media to engage with potential and current customers – helping to humanize and establish your brand’s voice.

Social media marketing focuses on building brand awareness and increasing conversions and should identified as essential in your digital marketing strategy. A social media marketing campaign can feature one or several social media platforms, depending on your target audience and their platform preferences.

A few of the most popular platforms for this Internet marketing strategy include:

Facebook

Twitter

Instagram

LinkedIn

SOCIAL MEDIA MARKETING’S GOAL?

Social media is a great way to broaden your audience at a lower cost than some of your other marketing efforts. Much like a search engine, you can create both organic posts for a business page, as well as sponsored ads and content to reach beyond your current followers. Social media is a great tool when it comes to remarketing by showing new content/services/products to past website visitors.

No matter your industry, word-of-mouth recommendations are powerful — and now, social media serves as an outlet for digital word-of-mouth recommendations. If you’re inactive on social media, you exclude your business from these conversations.

That can lead to consumers overlooking your company. If you have an inactive page on Facebook, for example, that can serve as a low trust signal to users — especially if you have zero reviews or less-than-stellar comments from past customers. With social media marketing, you can change that.

The core goal of social media marketing is to increase brand awareness and conversions, as well as build and maintain your company’s reputation. That is why social media marketing focuses on creating informational and promotional content, plus interacting with users on the various platforms.

5. Video Marketing

Like content marketing, your videos can also influence the purchases made by users. A how-to video, for instance, can convince users that your product is the best fit for their business or lifestyle. If your company invests in influencer marketing, an influencer’s video can also persuade users to choose you.

Via video marketing, your company increases its reach, grows its revenue, and expands its operations. Like content marketing, as well as email marketing, your business focuses on creating informational and valuable videos for its target audience.

A few types of videos for video marketing include:

  • Instructional
  • Announcement
  • Behind the scenes
  • Event and more

No matter which types of videos you create, you’re working to build brand awareness among your target audience. Like social media, email, and content marketing, this brand awareness can lead to valuable conversions later.

With the ability to improve conversion rates, video marketing is becoming a go-to online marketing strategy. It’s also an excellent addition to email marketing and content marketing, which both benefit from using videos.

VIDEO MARKETING’S GOAL?

Video marketing focuses on improving brand awareness, conversion rates, and company revenue. It accomplishes these goals by creating valuable, high-quality content for users. This strategy, like voice search optimization, also appeals to current user behaviours.

6. Email Marketing

Email marketing focuses on retaining existing customers, as well as gaining new ones. It’s an excellent technique for building brand awareness, keeping your company top-of-mind, and encouraging repeat purchases.

Email marketing is a great tool for segmenting your audience based on behaviour. For instance, you can create lists of leads based on those who sign-up for more information about your product or service. You can also retarget past buyers; you can remind them when new shipments of their favourite products come in, or give them recommendations.

The idea is that, while these users may not need your services or products now, they’ll remember your brand when it’s time to make a purchase. That brand awareness encourages them to choose your company when they’re ready to buy

EMAIL MARKETING’S GOAL?

Email has truly withstood the test of digital time. It will likely continue to do so as the preferred method of communication among professionals. This means it’s a good place to reach prospects under a more professional environment and create personalized messages that cater to specific interactions and purchasing behaviour.

The main objective of email marketing as a digital marketing initiative is to stay at the top of mind for potential customers, and provide current clients with beneficial information, like relevant industry news, and personalized content, like product coupons, that keep them coming back.

Conclusion on Digital Marketing Strategy

With all digital marketing strategies, one of the main goals is to increase traffic to a company’s website.

When people visit a website, they’re there for a reason. Whether they’re looking for information on your products, searching for how to contact your team, or reading a recent post on your blog, they aren’t staying on your website by accident.

The more visitors you attract to your company’s site, whether through content marketing, SEO, or email marketing, the more opportunities you have to inform potential customers about what you have to offer. The result? More leads, conversions, and sales.

The success of your digital marketing strategies, however, depends on the development and execution of them. That is why businesses partner with Fovero technologies, a full-service digital marketing agency that provides custom, results-driven Internet marketing strategies.

Olawale S. Adewale

Olawale S. Adewale

Olawale Adewale is a digital marketer with expertise in content marketing, creative writing, search marketing and copy writing. He is also the Founder of Opticad Technological Advancement, a digital marketing agency dedicated to train people in tech.

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