One of the first steps to increasing growth for your business online starts with a digital marketing strategy. If you have been looking to understand how to create a digital marketing strategy for your business I’m going to break down the steps below. Often this is the first step we take with our own digital marketing clients at Light Up Digital Marketing.
Before we begin not every business is the same and with that said the way you approach a digital marketing plan will vary based on an individual business’ goals. However, there are definitely a few factors that will be the same for every business when it comes to creating a digital marketing strategy.
1. Building Out Realistic Expectations
From the very beginning, I recommend that you start with defining your goals and reverse engineer the way in which you will achieve said goals. This step is often missed but when missed you instantly set yourself up for failure because without a goal in mind you’re aiming at nothing. Not only do you need to have your goals mapped out but what will happen when you achieve those goals. Being prepared for growth is definitely just as important as defining your goals. Now it is important to reach for the stars as they say but keep things realistic while leaving some room for uncertainty.
Once you have your goals defined in detail and what will happen once you hit those goals, the fun begins.
2. Identify KPIs To Measure Success
Let me start by sharing just in case you don’t know what a KPI is. KPI’s stand for key performance indicators, the way in which you collect and understand the results you achieve. This part of building out a digital marketing strategy is very important. Knowing how you will collect and understand the results will allow you to make educated adjustments that will be needed when improving your strategy. There are a number of ways to identify KPI’s that you can use. Mainly making sure you’re collecting the results that are occurring is the first step. I recommend before looking into any software to check and see or if the platforms you may be leveraging in your strategy are already collecting data.
Staying On Track
Another reason that KPIs are important, is they help make sure you’re staying on track with your strategy. If you don’t choose KPI’s to base your strategy adjustments on, it’s likely that you can veer off track. Keep the process as simple as possible when collecting data, and establish a clear timeframe. This way you’re team stays focused on the goals.
Depending on the goals you have mapped out the timeframe in which these results are collected and adjustments made may vary. An example would be, when running Facebook ads you may have a contest and a timeframe on the contest that means you would be waiting till the contest is over to review the results and increase effectiveness on the next contest. Maybe you have a new service you’re introducing this year and you’re focused on how much revenue this new service is going to bring in and you have laid out that you’re going to review the results at the end of the year. No matter what the goals are you need to have a way to collect the results to make more effective decisions in the future.
Here are some important questions to be asking when identifying the KPIs you will use.
- What data needs to be collected?
- How is the given KPI related to your goal?
- What is being measured and why?
- How long will the KPI be measured?
3. Build The Machine AKA The Funnel
Once you have your goal and KPI’s now you create the machine in which you will move towards your goals. This part of your digital marketing strategy where you define what you will be doing to reach your goal. If your goal is to increase your customer base, how will you do that? If your goal is to increase your email list, how will you do that? A sales funnel is the way in which you will achieve your goals. Just as a funnel moves something down to the bottom.
A sales funnel is the step-by-step process that supports you in bringing your potential customer closer and closer to your offer or services/products. A sales funnel will have a series of marketing actions like automated emails, FB ads, videos, and blogs, etc.
Some examples of the types of tools our team includes in our client sales funnel are; Facebook ads, landing page, explainer videos, infographics, content marketing, social media, informational blog posts, case studies, quizzes, email series, reviews, questionnaires, exclusive offers, etc.
It is very important to understand the correct approach in how to use a sales funnel and when and what you should be doing from the top of the funnel to the bottom. The top of the funnel is where outreach, engagement, and brand awareness should be occurring. This is highly important to capturing cold traffic and also as re-engaging past traffic. The top of your funnel is where your main marketing happens and it needs to be very engaging. This part of the funnel is where you build those strong relationship connections this isn’t where you ask for the sale.
4. Making Effective Content
Content is so much more than great social media posts, blogs, emails, videos, and Facebook ads! There’s is so much you can do to be creative and truly connect with your audience. You may be asking what do I need to do to create effective outreach content, well it is quite simple actually. Creating content that your audience is able to relate to is a great place to start. Focus on content that creates trust with your audiences and that positions you’re business as an expert in the industry.
Be sure to have a clear understanding of how your content is working with your digital marketing strategy. The content going out needs to be in alignment with what you’re trying to achieve. In addition, make sure you’re checking on how the content should be working with SEO and analytics triggers. Every piece of content or action that happens online turns into data so tracking it in the right way is crucial.
5. Plan But Flexibly
As we like to say test, test, test! Whatever your overall plan is, it should leave room for flexibility as well. You may notice that a certain area or piece of content gets quick results, and being open to adjusting your strategy is important. The digital world always changes and in the middle of your strategy a new tool may come available able and having an open mind to making adjustments to your strategy can give your business an upper hand.
You should be continually monitoring and asking questions like:
- Is there room for improvements?
- How are my KPIs performing?
- The best channels of traffic?
- What tools are working best compared to others?
In order to create an effective digital marketing strategy, you need to have a defined goal, KPI’s, funnel, & content! Not only is it important to have a solid strategy but each step involved. Often you may have great ideas and even a plan but sticking with it can be difficult. This especially for small business owners wearing many hats already. Be sure to have a team behind you that will support you with your digital marketing plan! Teamwork makes the dream work. Need support with building out a digital marketing strategy our team would love to connect with you!
Book a free consultation today to learn about how we can support you with increasing your lead generation and brand awareness! Book a Call! Interested in how our team can help support you with growing online? Click here.