A Digital Marketing plan is a document that details the strategies, tactics and goals that an organization uses to boost brand awareness and engage with customers. It may include a number of different activities and channels that a company uses to market its products or services, including websites, social media, email, and more.
Your Digital Marketing Strategy Needs a Positioning Goal
When you develop a digital marketing plan, it’s important to consider the type of customer you want to attract. This can help you determine what content you need to produce and how you need to share it. For example, if you are a gym shoe company that sells shoes for strength training, then your digital marketing strategy should contain content that is relevant to this customer’s pain points and interests.
You should also think about what you will need to do to promote and distribute your content, such as writing a blog post or creating an infographic. You can also decide to use social media platforms, such as Facebook and Instagram, to share your content with your target audience.
Using the Owned, Earned, and Paid Media Framework
When developing a digital marketing strategy, it’s important to consider how your customers find out about your business and what channels they use to learn more. This can include search engines, social media and even word-of-mouth referrals.
Once you have a clear understanding of your customer and the channels they use to find out about your business, it’s time to create a strategy that will help you reach those customers and convert them into paying clients. To do this, you need to develop a digital marketing plan that includes your owned content, earned and paid channels and assets.
Your Owned Content: This is the content your company owns and has complete control over, such as your website, social media profiles, blog posts, and imagery. Your content should be created with a clear purpose in mind, such as to educate your target audience on a specific topic or to build a rapport with them.
For example, if you are an athletic shoe company that sells shoes for running and strength training, then your digital marketing strategy should include articles about the features of each type of shoe. This content helps potential shoe buyers to decide what type of shoe they need to buy.
The content should be optimized for search engine crawlers so that it appears on the first page of Google when people are searching for a specific product or keyword. This ensures that your company’s blog article is right in the consumer’s path, which will increase its chances of getting a click-through and sale.
You can also include PPC campaigns in your digital marketing strategy to drive more traffic to your website and increase sales. These ads are very cost-effective and can help you increase your company’s visibility in the online marketplace.
Regardless of what digital marketing channel you choose, it’s crucial to have a strong analytics platform to track your performance and measure the impact of your campaigns. By tracking how well your marketing efforts are performing, you can make informed decisions about which channels you should focus on next. In addition to determining what’s working and what isn’t, a robust analytics platform can help you identify the gaps between your expectations and your actual performance. This can empower your team to make informed decisions that will result in a positive user experience and more sales for your company.