So, you’ve decided that it’s time your business took a serious approach to its digital marketing strategy. You may be a start-up or a business that has traditionally used print media as your marketing strategy with not much of a focus on digital.
When it comes to developing a digital marketing strategy, where do you start? In this article, we cover four fundamental steps that should form the foundation of your strategy.
First up, we need to cover why it’s so important to have such a strategy in place.
When it comes to the customer journey, the digital space is more important than ever before. Through an effective digital marketing strategy, you are able to communicate with various target audiences through online brand touchpoints. More importantly though, you are able to engage with them. Creating conversations in the online space is critical if you are looking to stand out from the rest. Over and above this, you are able to measure your impact and reshape your strategy accordingly. You can’t do this with a billboard!
If you don’t have a digital marketing strategy, you need to ask yourself why. Would you want to risk being left behind while e-companies around you adopt digitalization? Probably not.
Below we will unpack four key steps that you need to take if you are looking to create an effective and sustainable digital marketing strategy.
You first need to define what the goals of your organization are, and what you want to achieve through your digital marketing strategy. You’ll have to think SMART on this one. In other words, Specific, Measurable, Achievable, Relevant, and Time-Bound. This is all about effectively and systematically setting goals and objectives. Find out more about each of these digital marketing focuses here.
Now that you know the end goal of your strategy, it’s time to work backward and define what success looks like. You need to set key performance indicators (KPIs) and milestone goals that will steer the ship towards reaching your SMART goals.
The same way a roadmap will lead you to your destination, milestone goals will guide your organization each step of the way. It’s all about staying on track. Throughout the journey of reaching your end goal, you’ll be able to track your progress. You’ll be able to check in on what may be behind and keep moving in the right direction.
For example, your SMART goal is to grow your online sales by 35% over the course of your next financial year. You can set monthly goals which set out what increased revenue is required each month to achieve this. You can then set strategies for each of these months to achieve the milestone goals.
Once you’ve set your KPIs and monthly/milestone goals, it’s now time to give them a reality check. You need to carefully assess whether or not they are actually possible to achieve. Don’t set yourself up for failure by setting unrealistic goals, those that will deflate the morale of your team if they are not able to be achieved. Be realistic and take an incremental approach.
If you find that your goals are simply not realistically achievable, it’s time to go back to step one.
Now that you’ve got your goals and KPIs in place, it’s time to assign responsibilities. Get a clear sense of who is responsible for what in your team and be sure to hold each person accountable for all tasks that need to be carried out in order to accomplish the end goal. With this in mind, make sure everybody is on the same page.
If you know that someone is not suited to a certain responsibility, rather put them into a space you know they will thrive in. You’ll not only make sure the job will get done, but you’ll also create a far more pleasant working environment.
When it comes to conceptualizing, executing, and managing digital marketing strategies, our team is the best in the business. As a full-service digital marketing agency, we have not only the right team but also the right tools to take a brand from zero, to hero!
Don’t take our word for it though. Read our various impressive online reviews to find out what other people are saying about us. You can also contact Connectica at 877-816-2259 to see how we can help take your brand to the next level.