A Smart Insights study on ‘Managing Digital Marketing’ suggested that 46% of brands don’t possess a well-defined digital marketing strategy, while another 16% have a digital strategy but have not yet incorporated it into their advertising project. But if you don’t have a properly laid out plan, how are you expecting to evolve and innovate, to gauge meaningful results, and learn from previous mistakes?
1. Know What You Want (& Set the Objective)
Nail Your Mission:
You will need to define the overall objective/mission of your business first –your digital advertising objective must fit in your main agenda.
Answer this: what’s the driving force you want your digital advertising efforts to attain ( for instance, are you aspiring to place your business as the go-to online service provider when it comes to computer parts in Europe)? Then this should be your undertaking.
Set & Measure Your KPIs:
Be precise about your KPIs and identify the figures you will be held liable to achieve.
Make your KPIs realistic by assessing your previous digital advertising efforts in the first place. This will guarantee that you’ll aim for a positive increment on the current results and, at the same time, help you set attainable expectations.
2. Analyse The Past (& Learn From It)
You shouldn’t and don’t have to do the planning while in the dark. Reviewing your past digital advertising failures and successes can assist you to concentrate on setting the ideal KPIs for your establishment. Therefore, for your betterment, you may want to do step one and two synonymously.
Select a time period you would want to examine (it would be ideal to set the time period together with when you’re planning your new advertising strategy) – for instance, you can decide whether you will look over the previous quarter, month or year.
How to Analyse:
Establish the duration you would love to have analysed and set the Google Analytics calendar to suit that time frame.
Consider using Google’s Benchmarking Reports to make a comparison of your progress to your competitors when it comes to your Analytics account.
What’s more, make sure to evaluate the marketing strategy of your competitors as well – make a spreadsheet analysing all their activities online (you can try SEM rush to know a competitor’s SEO strategy, i.e., what keywords are they employing to drive in large organic traffic to their webpages.
3. Remember Who You’re Talking to (& Speak Their Language)
Don’t allow the planning to take too much from individuals you are attempting to reach out to. By this time, you’re already aware of your target audience; however, they can be the first agenda a marketer fails to do amid setting KPIs, channel selection, and budget fretting. You can also use business networking opportunities to further extend your outreach.
Don’t make this common mistake. Instead, consider putting your target audience at the very centre of your digital marketing campaign, address their emotional requirements, and satiate their desires. How you ask? Well, through creating well fleshed out and thoughtful personas obviously.
Developing Useful Personas:
Begin with some basics and note the demographic information of your target audience, such as gender, age, and location.
Then go a little further and spot the exact problems you can assist the persona you’re targeting to solve.
Hunt, through their aspirations, goals, emotional desires, and fears, all the while documenting what makes them tick (think more on their unconscious and conscious desires).