Last updated on December 26th, 2023 at 02:57 pm
A digital marketing strategy plan is created from a digital marketing channel mix. Each channel meets a specific goal; the combination meets overall business goal. There are several digital marketing channels each with its peculiarity. A digital marketer will need a mix of digital marketing channels to create a digital marketing strategy. Creating a digital marketing strategy can be done in-house by digital marketing teams or out sourced to a digital marketing agency or freelancer.
The key initial considerations are defining your target audience, content strategy, choosing strategy and tactics, and key performance indicators. The overall goal of digital marketing strategy should be to improve on customer experience.
A business is likely to use multiple digital marketing strategies in its overall marketing strategy. A growing innovation is the use of digital marketing tools for marketing automation to manage marketing processes for multiple channels. You can use marketing automation tools to send automated messages across email marketing, digital advertising, social media marketing, and mobile marketing.
Table of Contents
Overview of Digital Marketing Strategy and Digital Marketing Plan
A digital strategy is a marketing plan that uses digital media and digital presence to nurture prospects to sales for your products and services. Digital marketing is performed using digital media while digital marketing strategy is a plan of actions to follow to reach your target audience and achieve your marketing goals.
Digital marketing strategy is used to accomplish your marketing goal and is the key to solving your prospects challenges. Marketing strategy is built from diagnosis of your marketing challenge, how to deal with the challenge and actions to overcome the challenge. It is about your overall strategy to meet your business goals, meeting your consumers’ needs and how you plan to achieve them.
Digital marketing tactics are specific actions to implement your digital marketing strategy in online channels through content marketing, email marketing, video marketing, mobile marketing, social media marketing, Influencer marketing, online advertising like Google Ads and Facebook Ads etc.
A digital marketing campaign is a promotion to achieve a specific objective in your digital marketing strategy than overall business goals. Campaigns are for a fixed period and must include web analytics strategy to measure success.
Digital marketing plan is the execution guide of marketing effort to achieve your online marketing strategy. It is a detailed plan of what you will do, when, where, and how to track success. The plan details how you are going to execute your digital marketing strategy. It is a plan of actions to implement your internet marketing strategy.
Guide to a Digital Marketing Strategy Plan
A digital marketing strategy plan is a specification of the digital marketing activities to meet business goals. A major objective of every business is to gain new customers, make sales and retain old customers. In other to meet these objective businesses develop an online marketing strategy to achieve their objective.
Step-by-step guide:
- Define your brand by creating a unique seller preposition that differentiates you from the crowd.
- Perform your brand potential customers and competitor analysis. Create your marketing objectives and means of measuring your SMART business goals. SMART means specific, measurable, achievable, and time-bound.
- Create buyer personas of potential customer to target. Create a product or service to satisfy their needs.
- Use a digital marketing strategy framework
- Perform a customer search intent research that will attract potential customer to your business
- Create a content plan, keywords and platforms for your digital marketing campaigns.
- Create content for your target audience market.
- Generate and nurture leads via organic search marketing, paid search marketing, social media marketing, email marketing, and customer relationship management
- Use web analytics to gain insights about users and improve conversion rate optimization
- Reporting on web analytics key performance indicators for improvement on marketing plan
- Measure digital marketing campaigns success and return on investment
- Marketing budget planning for marketing campaigns across digital channels
- Monitor and improve on performance of digital marketing strategy.
You may outsource your digital marketing plan while you concentrate on your domain expertise. Mindset Digital Marketing Strategist and Analyst builds marketing campaigns to reach your target audience through search marketing services – search engine optimization, pay-per-click management and conversion rate optimization.
3 Core Components of Digital Marketing Strategies
3 core components of digital marketing strategies are inclusion of lead generation, lead capture and lead nurturing tactics. At each of these components 1 or multiple digital marketing tactics will be selected to achieve marketing goals.
Lead Generation Strategy
Lead generation strategy is used to attract customers to take a call-to-action. Prospects at this point become aware of a product or service. Example lead generation digital marketing strategies used to get prospects for lead capture
- Search engine optimization
- Search engine marketing
- Social media advertising
Lead Capture Strategy
Lead capture strategy gets prospects give their personal information like names, phone number and email ids. Prospects at this point are considering buying a product or service. Example lead capture digital marketing strategies used to get prospects details for lead nurturing.
- Website optimized for conversion
- Landing pages
- Web forms
Lead Nurturing Strategy
Lead nurturing strategy is the process of converting prospects to customers and retaining customers through useful content. Example lead nurture digital marketing strategies used to nurture prospects to customers.
- Email marketing
- Customer relationship management
- Social media marketing
How to Create Example Digital Marketing Strategy by Channel Mix?
The digital marketing channel mix is a choice of different digital marketing channels to use, each channel plays a role in supporting business objectives. An understanding of digital marketing channels available is critical to making a choice of your digital marketing tactics.
The first step is to set goals and objectives of your business before choosing your digital channels. Goals may be to create brand awareness, attract traffic, make sales, retain customers or gain new prospects.
In creating an example digital marketing channel mix, we shall consider some key digital channels that can deliver results for any business. Each strategy combines with others to meet overall marketing strategy
- Search engine optimization uses content marketing strategy to gain organic search visibility in search engines
- Pay per click advertisements uses bids on keywords representing user intent, and ads quality score to secure placement in search engines. Advertiser pays for each click whether it results in a sale
- Content marketing with good call to actions
- Email marketing where the marketer may offer incentives for newsletter subscription for ongoing nurturing.
- Display advertising can be used to drive purchase intent and re-targeting campaigns.
- Social media platforms, consider demographics and user metrics in choosing your social media platforms
Each of the platforms targets customers at different stages of the customer journey through awareness, consideration and conversion. The awareness/consideration channels include display advertising, social media marketing, video marketing and content marketing. The conversion channels include organic search marketing, paid search marketing and email marketing