digital marketing

5 Pillars Of Your Digital Marketing Strategy

Digital Marketing is another discipline that has many elements surrounding it! In this blog we have noted some points to consider when you create your digital strategy!

Any business, small or large, needs to have a carefully designed marketing strategy to strive towards meeting specific goals and overall missions.

There are factors that are always important and should not be neglected! We’ve put together a few things that are vital considerations when formulating your digital marketing strategy.

Trend Reports

Consumers have shifting demands when it comes to how they want to shop, what they expect from companies in return, as well as many other things that influence their buying decisions. Therefore it is always beneficial to look at Trend Reports created from experts in order to meet their wants and needs.

In its most basic form Trend Reports contain market data that is analysed and categorised as an expected future trend. They will help you tailor your marketing strategy more efficiently as it will give you insights on what to focus on and how to draw your audience in. 

For instance some trends for 2021 are brands focusing on mental health and how to support their customers more effectively. Where is the WFM (Work From Home) trend going since the beginning of COVID-19 or the future of e-commerce and why are customers concerned about the green economy? 

These identified many problems, as well as which new digital behaviours to watch out for and why data privacy is important for consumers now more than ever. The answers to these questions will help you create a strategy that will target your audience and help you meet your KPIs.

Measuring Results

Digital or Traditional Marketing strategy doesn't matter, because you still have metrics to meet! The 4 core ones are objectives, goals, KPIs and targets. Crucially, these have to be realistic and attainable according to the size of your business.

Objectives

They give a direction and an end route to your strategy. Think about your business’ “WHY” - why are you doing what you’re doing, what’s your purpose and what you’re trying to achieve? Think SMART:

  1. Specific
  2. Measurable
  3. Attainable
  4. Realistic
  5. Time-bound

Goals

This metric is focused more on the website or campaign actions. A goal can be ‘X number of people signing up for your newsletter’. When completed goals lead to conversions, they support your missions by encouraging consumer engagement.

KPIs

Your Key Performance Indicators indicate whether your tactics are giving results and meet your objectives. They are connected to your goals because you have to observe what data you need to look at to accomplish them.

Targets

Targets are values that are set for the KPIs to reach in a specific time frame in order for a campaign to be successful. If you’re behind on your targets, think about amending your strategy.

Your Audience

It’s obvious that in order for any marketing strategy to work you need to have a deep understanding of what interests your audience, what their online behaviour is like, etc. 

More recently marketers have ditched the conventional way of research like surveys and focus groups, and started looking at platforms and tools to identify customer traits. If you want to stay more up-to-date with digital trends start reading Trend Reports to help your marketing strategy.

Another way to acknowledge your customer’s behaviour is to create a buyer persona categorising the most common traits your audience have in common. This will help you design a strategy that will fit with their desires, make them enjoy the content you pump out, leading to successful results.

If you’re unfamiliar with Buyer Personas check our blog here to find out more.

Channels

When it comes to structuring your digital marketing strategy you need to identify which social media platforms you will be active in. At the beginning focus between 3 to 4 channels to be your primary ones. Note that you should be considering which platforms your audience are using! 

When you feel that you have built solid grounds on your primary platforms, i.e. decent engagement rates or increased follower count, then you can try and expand to other social channels relevant to your business - but still in the borders of your audience. Who knows, you may attract more leads from there as well!

When it comes to pumping out content, make it consistent across all channels but tailor it accordingly to the platform's purpose. Each social media channel has certain “rules” to follow in order for the algorithm to “notice you”. If you want to read more about this click here to download our guide on how to tailor your posts for each major social media channel.

SEO Strategy

Your SEO strategy plays a crucial role in your digital marketing strategy as well. It helps you rank higher on the search engines and drives more traffic to your website - it can be done organically or paid, depending on your goals and objectives. 

There are 4 core elements that surround your SEO practices which you need to focus on:

  1. Content - the way you will use it to communicate and create awareness
  2. Technical SEO - how friendly is your website to desktop and mobile devices, how long it takes for your website to load or the extent of your site security
  3. On-page SEO - includes elements such as keywords, meta description, and anything related to optimisation of content and HTML
  4. Off-page SEO - link-building and authority influencing properties for your website like including guest blogging posts for instance

This is just a brief part around SEO and if you want to find out more check our blog and read our Introductory Guide To Search Engine Optimization!

Businesses need to have a strong SEO strategy because it will help their website content to act as a sales funnel by moving people towards a sale! By having high-quality, SEO-friendly and relevant content, you can transform into an authority figure for your industry. 

These five points create only one portion of the things you need to consider when creating your digital strategy. There are other elements that you still have to examine when developing one focus, such as blogging (if you have the ability to do it), marketing automation, run an analysis on your competitors, see what they are missing out on and fill the gaps, etc. 


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