What Is Digital Marketing Strategy Table of Contents
In these days, the main part of the marketing strategies of all industries is digital. This is because customers and businesses are online and you need a digital strategy to reach them.
In this article, we will discuss how to create an efficient digital marketing strategy.
It is a plan aimed to reach a certain marketing-related purpose using concentrated and achievable means. Your marketing strategy will heavily depend on the type of your business.
A marketing strategy, as well as all kind of strategies, consists of the following three parts:
The specific actions, which you choose to reach the goal of your marketing strategy, are marketing tactics.
In brief, a strategy is your focused plan to reach your goal, and tactics are definable steps in the framework of your strategy, which help you achieve your goal.
Here are some examples of marketing strategies:
A digital marketing strategy aims to achieve your digital goals using paid, earned and owned media.
Digital marketing campaigns are the concrete actions in the framework of your digital marketing strategy, which help you in achieving your targeted goals.
There are seven basic steps, which will help you to create your digital marketing strategy.
Lets discuss each of them.
Buyer personas represent your ideal customer. You can create them by doing researches, surveys and interviews with your target customers.
You can also create the personas of your buyers by the segmentation of your audience. Here are some examples of information you will need to create a useful buyer persona.
Your marketing goals must always be connected to the main purpose of your business.
It is important to be able to measure the achievements of your strategy using the right digital marketing tools.
Before including different digital marketing channels in your digital marketing strategy, you should analyze what you have. Explore all of them in order to understand your owned, earned, and paid media.
This includes the digital assets, which are the ownership of your company (your website, social network accounts or blog content). Owned media can also include your any off-site content.
Earned media is what you have earned as a result of implementation of word-of-mouth marketing. You can earn media via distributing content, using PR or delivering a customer experience. In brief, earned media is your recognition.
Paid media includes paid channels or assets, which you buy to attract your buyers’ attention. For example, paid ads, paid or sponsored social media posts, etc.
Owned media almost always has the form of content. About us site page, description of products and services, Ebooks, infographics – all these are content.
Analyze your existing owned media, assess them in accordance with the previous experience. You need to understand what is working well and what is not to be able to plan your future content correctly.
The next step is to identify the gaps in your content and based on that develop your content creation plan.
As in the previous step, you have to evaluate and analyze the efficiency of your earned media. This is to understand where to concentrate your time.
The process is again the same. The idea is to understand where you should invest your money and where not. The result would be to have the clear picture of which paid platforms you will continue to use and those you will remove from your digital marketing strategy.
After implementing the mentioned steps, you have to bring them together and summarize in your document.
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