The Digital Marketing Strategy defines the marketing strategy for any company, brand, tone of conversation (approach to customers), and even the personality of brand. It also closely examines the performance of companies’competitor’s websites, where they derive their traffic from, and their social media presence to identify opportunities and strategies for marketing campaign.
1. SEO Analysis:-Having a beautiful website, loaded with good content is no longer enough to ensure that the website will rank well in search results. In fact, small seemingly minor mistakes in the information architecture and page structures along with poor design practices can render a website nearly invisible in search results. We need do
a. Competitor Analysis – Thorough analysis of competitor’s websites, search rankings, where we can get their website traffic from.
b. Keyword Analysis – analysis of top keywords for your market or product, which keywords are most effective, competition for keywords.
c. SERP Analysis – Search Engine Rank Position Analysis of your website vs top competitors.
Digital Marketing Strategy:
Setting a Goal:- A lot of strategy and precision goes into digital marketing and having a goal helps you know what to focus on.
Creating a Marketing Funnel:- A marketing funnel is when you map out a customer's journey from when a customer is a complete stranger to when they become a lead, and then put certain strategies in place that will encourage them to move through this funnel. Things like lead magnets, calls to action, opt-ins and offers are all effective pieces of a funnel. You can think of a marketing funnel in four parts: Awareness, Interest, Desire, and Action.
Awareness:- The potential customer is aware of your product or service. They're still a stranger, but they've come to your website for a reason. They're looking for something they need. At this stage you want to attract the customer by showing them that you have something they're looking for. Use a lead magnet or call-to-action to give the customer a valuable resource related to your product or service (i.e: what they need) in exchange for more information about them like their email address, phone number, profession and current needs. Find out who they are and why they came to your website.
Interest:- At this point you've given them some information and they're interested in what you have to say or the services you provide
Desire:- They've taken an interest in a specific product or service. Now that you've supplied them with information specific to what they're looking for, they've found a product or service you provide that might be a good fit for them. Invite them to schedule a consultation using an email or a call-to-action. At this stage you want to tell them more about the product or service they're interested in. Show them why they need it and exactly how it will benefit them.
Action: Taking the next step towards purchasing. This is when you're able to turn your potential customer into a lead. You've given them valuable information, shown them you pay attention to your customer's needs, and shown them that you have something they need that will benefit them. All that's left is discussing things like price, payment and other aspects of your product or service that are relevant to a buyer or clients.
MAPP Analysis: Marketing Analysis and Personal Profile. This is a digital version of a creative brief and defines what your objectives are, what your marketing style will be, etc.
Mission and Vision – while strictly speaking this is not essential for developing a new website we find it is useful to review this with clients and for clients to create one if they do not have one. The mission and vision helps define and hone the strategy and articulates your goals and views to us and your staff.
2. Social Media Campaign – the social media campaign, Social Media Optimization or SMO, works in parallel with the SEO campaign and supplements it. The SMO campaign typically includes Twitter, Facebook, Foursquare in some cases, Blogging, and can include Facebook contests and other social media.
3. Bi-Weekly Reporting – We need to provide weekly reports with stats on what is going on in the campaign.
4. Relationships:-Creating strong relationships with an audience is critical to everything we do here. Rather than constantly hunting down new customers, we’d much rather create a valued environment that benefits our existing readers and customers and keeps pulling them back.
5. Monthly SEO Analysis and Review – Need to monthly report includes the same stats as the biweekly report plus a summary of our activities during the month.
6. Engage&Increase customer loyalty, sales and advocacy:-The ‘Engage‘ step defines how to maximize long-term customer engagement and retention. Keeping customers, fans, followers and site visitors engaged is one of toughest challenges in modern marketing. Brand experience and satisfaction drives engagement – we need to boost the number of promoters.
7. Developing a call-to-action:-A call-to-action (CTA) is an image or text that prompts visitors to take action, such as subscribe to a newsletter, view a webinar or request a product demo. CTAs should direct people to landing pages, where you can collect visitors' contact information in exchange for a valuable marketing offer.
8. Driving Traffic:There a variety of ways we can drive traffic to a website. Here are a few of the ones I recommend:
a. Quality Content:- Use content such as blog posts, press releases and articles on authority websites. Insert links to various places on your website within this content to build your brand name through exposure and drive traffic to your website.
b. Keyword Strategy: Inserting related keywords into content will help your content and website show up in more search results, this leads to higher volumes of web traffic.
c. WebsiteOptimization: Ensuring that any website is optimized and functioning at it's best is essential. People don't want to visit a website that doesn't work properly.
d. Social Media: Use engaging social media posts to attract more traffic to any site. Using pictures, video, and other relevant media will help your posts get more engagement.
Try these simple digital marketing strategies out on any website and see for yourself how much of a difference they can make.
Interest:- At this point you've given them some information and they're interested in what you have to say or the services you provide
Desire:- They've taken an interest in a specific product or service. Now that you've supplied them with information specific to what they're looking for, they've found a product or service you provide that might be a good fit for them. Invite them to schedule a consultation using an email or a call-to-action. At this stage you want to tell them more about the product or service they're interested in. Show them why they need it and exactly how it will benefit them.
Action: Taking the next step towards purchasing. This is when you're able to turn your potential customer into a lead. You've given them valuable information, shown them you pay attention to your customer's needs, and shown them that you have something they need that will benefit them. All that's left is discussing things like price, payment and other aspects of your product or service that are relevant to a buyer or clients.
MAPP Analysis: Marketing Analysis and Personal Profile. This is a digital version of a creative brief and defines what your objectives are, what your marketing style will be, etc.
Mission and Vision – while strictly speaking this is not essential for developing a new website we find it is useful to review this with clients and for clients to create one if they do not have one. The mission and vision helps define and hone the strategy and articulates your goals and views to us and your staff.
2. Social Media Campaign – the social media campaign, Social Media Optimization or SMO, works in parallel with the SEO campaign and supplements it. The SMO campaign typically includes Twitter, Facebook, Foursquare in some cases, Blogging, and can include Facebook contests and other social media.
3. Bi-Weekly Reporting – We need to provide weekly reports with stats on what is going on in the campaign.
4. Relationships:-Creating strong relationships with an audience is critical to everything we do here. Rather than constantly hunting down new customers, we’d much rather create a valued environment that benefits our existing readers and customers and keeps pulling them back.
5. Monthly SEO Analysis and Review – Need to monthly report includes the same stats as the biweekly report plus a summary of our activities during the month.
6. Engage&Increase customer loyalty, sales and advocacy:-The ‘Engage‘ step defines how to maximize long-term customer engagement and retention. Keeping customers, fans, followers and site visitors engaged is one of toughest challenges in modern marketing. Brand experience and satisfaction drives engagement – we need to boost the number of promoters.
7. Developing a call-to-action:-A call-to-action (CTA) is an image or text that prompts visitors to take action, such as subscribe to a newsletter, view a webinar or request a product demo. CTAs should direct people to landing pages, where you can collect visitors' contact information in exchange for a valuable marketing offer.
8. Driving Traffic:There a variety of ways we can drive traffic to a website. Here are a few of the ones I recommend:
a. Quality Content:- Use content such as blog posts, press releases and articles on authority websites. Insert links to various places on your website within this content to build your brand name through exposure and drive traffic to your website.
b. Keyword Strategy: Inserting related keywords into content will help your content and website show up in more search results, this leads to higher volumes of web traffic.
c. WebsiteOptimization: Ensuring that any website is optimized and functioning at it's best is essential. People don't want to visit a website that doesn't work properly.
d. Social Media: Use engaging social media posts to attract more traffic to any site. Using pictures, video, and other relevant media will help your posts get more engagement.
Try these simple digital marketing strategies out on any website and see for yourself how much of a difference they can make.
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