Tips and tricks to get a strong digital strategy

Tips and tricks to get a strong digital strategy

Digital marketing is the activity that promotes a brand in Internet environments and through digital communication. It seeks to reach customers through search engines, social networks, websites, and emails, among other channels.

In a constantly evolving digital environment, business success often depends on what you do, or don't do, to promote your company online.

A digital marketing strategy is the planning of specific steps to reach defined objectives through online means, which involves creating and disseminating content through websites and social networks, email, and blog management, among others.

Because of all that digital marketing encompasses (SEO, content marketing, analytics, etc.), it can be overwhelming to decide where to start and, most importantly, to choose what will benefit your company the most. For digital marketing to be effective, you need a strategy that will be activated in campaigns.

At Ingenuity and Solutions, we provide the best Digital Marketing service in Connecticut.

Tips and tricks to create a Digital Marketing Strategy

Digital Marketing campaigns must be circumscribed in an overall strategic plan. It is crucial to plan all actions and implementation, deviating as little as possible from the overall strategy.

Every Digital Marketing strategy should fulfill the following points structured in forming a plan:

1. Assess the initial situation

The starting point is very different for a business that opens its doors for the first time or for a consolidated company that has already implemented other Digital Marketing strategies or actions.

But in both cases, it is essential to know the situation before implementing the strategy.

An analysis of the sector's situation, an evaluation of the brand's position concerning the competition, or a SWOT analysis can help develop a strategy adapted to the company's reality and the market situation.

2. Setting objectives

After obtaining an overview of the starting situation, the next priority is to set the objectives to be achieved.

The definition of objectives makes it possible to concentrate all efforts and transform them into results in the most efficient way possible.

Each objective must be "SMART," an acronym that summarizes a set of characteristics.

• Specific: the more detailed, the better. Objectives that are too general are not easy to weigh with data.

• Measurable: must be easy to quantify with metrics.

• Attainable: unrealistic objectives contribute nothing. Each goal must be achievable, considering the market situation, the means, and the budget available.

• Relevant: it must bring real value to the brand.

• Time-limited: the objectives must be set with a date in time of achievement.

Objectives of a Digital Marketing strategy can be, for example, "Increase 30% of visits to the corporate website", "Get 25,000 new subscribers," or "Increase conversions by 15%".

3. Define the target

Identifying the target audience to which our marketing messages are addressed is fundamental for the success of advertising campaigns. To do this, a profile can be drawn up with demographic data such as gender, age, marital status, place of residence, etc.

It is even possible to refine this further and create buyer personas or "ideal customers." In this way, we know what the profile of the digital consumer is like by personalizing every detail with names, age, habits, etc.

For example, instead of dealing with a female target between 30 and 35 years old with 1.2 children, when defining the buyer persona, we would focus all marketing actions on Kimberly, 32 years old, married, with one child, fond of running, likes to cook pastries, loves movies, is concerned about her family's health, buys online, etc.

With Kimberly, we can empathize, and thus we can better understand her needs, desires, and expectations. The buyer persona allows us to develop a much more accurate and effective marketing communication.

4. Specifying strategic lines and tactical actions

If the objectives are what we want to achieve, we still have to determine how we will do it. And for it, there are several strategies and tactics.

The strategies layout the means necessary to achieve the objectives; the tactics specify how the strategies are put into practice in each particular case.

Taking the example above, if we want to increase traffic to the corporate website by 30%, a promising strategy would be to improve organic positioning. One of the tactics to achieve this could be the periodic publication of search engine optimized content on the company's blog.

5. Choosing the most appropriate channels

Another fundamental step in implementing a Digital Marketing strategy is the selection of the appropriate channels.

Some of the most common ones are:

• SEO (Search Engine Optimization).

• SEM (Search Engine Marketing).

• SMM (Social Media Marketing).

• Content Marketing.

• Email Marketing.

• Social Network Advertising.

Once the objectives, targets, strategic lines, and tactical actions have been defined, the choice of the channels that can offer the best results should be clear.

6. Draw up a calendar

All Digital Marketing actions, whether publishing content on the blog, updating social networks, or scheduling Facebook Ads campaigns, should be planned. Either in an Excel template, Google Calendar, or a specific Social Media Management tool.

The marketing calendar must be flexible enough to make changes and adapt the strategy based on our feedback.

7. Measure, analyze, improve!

Once the prescribed period for implementing the Digital Marketing strategy is over, it is time to evaluate the results.

Generally, KPIs (Key Performance Indicators) or "key performance indicators" are used, useful metrics to assess the extent to which the objectives have been achieved.

Programs such as Google Analytics or the data provided by the various social networks are usually the sources from which the metrics, we need to analyze the strategy results are extracted.

All this information should be used to identify areas for improvement and correct the strategy to improve results.

Finally, the digital marketing strategy should be reflected, with all the steps we have seen, in the organization's marketing plan. This is the primary document to be followed by the marketing team.

Having everything planned and sticking to the plan with enough flexibility to make tactical decisions about the brand, is the key to making the strategy work. There is a chance for improvisation.

At Ingenuity and Solutions, we will help you with your company's digital presence in Connecticut. We provide the best digital marketing strategy for your business. If you want to know more about this service, contact us. If you are interested in more content, do not forget to visit our blog.