When it comes to digital marketing, there’s no one-size-fits-all approach. Just like with traditional marketing, the approach you take depends on your target audience, the type of content you’re creating, and your budget.
Here, we’ll discuss the best practices and tools for most companies when it comes to creating a digital marketing strategy, which includes building a website.
Step one: Create content that will engage your audience.
The first step in any digital marketing campaign is establishing your target audience, which is a lot easier said than done. That’s because digital marketing is so vast, and it can be difficult to know where to start.
In addition, your target audience will be influenced by the content you create, which is why it’s essential to establish good writing and marketing frameworks from the start.
The more you know about your target audience, the better you can create content that they will value, engage with, and remember.
To find your target audience, you’ll need to look at who you think will be most receptive to what you have to say, and then you can develop content to speak to that group. This will often mean focusing on
- Generation Z
- Gen X
- Baby boomers
- and the silent generation
You’ll also want to consider what platforms your target audience uses in order to develop content for that specific group. Are they more likely to value an article in a newspaper or on social media? What are their reading habits and what content do they prefer?
Once you’ve found your target audience, you’ll want to develop content that suits their needs, interests, and constraints. This means creating content that is useful to them, provides value, and is of good quality. You can also use keyword research to find terms your potential customers are searching for and then create content around those terms. For example, if you are an eyewear brand and you notice that your target audience is searching for glasses frequently, you may want to create content around that theme—such as how to choose the right pair of glasses for your face shape or how to clean lenses—to engage with that audience. You can also create useful guides or how-to articles about things your audience is searching for, such as choosing a wedding dress or planning a wedding party.
Step two: Establishing your brand identity.
When you establish your brand identity, you’re setting the stage for your business, both online and off. It’s important to research and understand who you’re trying to reach, why they’re important to you, and what will make your brand identity stand out.
You want to create a brand identity that is distinct from your competitors, and you can do this by focusing on
- Your values
- Your goals
- Your goals as a business
- Your marketing approach
- The difference between your product and your service
- The unique selling proposition (USP)
- Your culture
- And most importantly,
- Your people
The more you know about your target audience and establish your brand identity in a way that is memorable and valuable, the better you will be able to attract and retain customers.
Step three: Measure the success of your campaign.
The final step in a digital marketing campaign is reviewing the results of your campaign and measuring its success. This can be done by looking at many different factors, such as
- Lead generation (the number of leads you generated towards the end of your campaign)
- Website traffic (the number of people who reached your site)
- Social media activity (the number of people who interacted with your posts on social media)
- Store traffic (the number of people who visited your store or purchased products from your store)
- Product enquiries (the number of people who contacted your company for more information about a specific product)
- And most importantly,
- Overall sales revenue (what you spent on ads combined with your acquisition costs)
You can use Google Analytics to track the results of your campaign and use this data to determine your next steps. Of course, you’ll need to learn how to use a tool like Google Analytics properly in order to get the most from this valuable resource.
In creating your digital marketing strategy, it’s important to take into consideration all of the steps mentioned above. When done right, a digital marketing strategy can be quite effective.
Just remember: like with any strategy, there’s no one-size-fits-all approach when it comes to digital marketing. Each step depends on your company’s specific goals and target audience. But, at the very least, you’ll need to have a website.