When it comes to digital marketing, there are several different strategies that you can use to reach your audience. However, not all of these strategies are made equal. There are certain tactics that perform better than others, depending on what platform you’re using and your specific goals. In this article, we’ll discuss the various strategies that you can use to form your digital marketing strategy and how to choose the best one for your needs.
The Anatomy Of An Online Marketing Strategy
To craft a marketing strategy, you need to first figure out what you’re trying to achieve. Do you want to increase your brand awareness? Do you need to drive traffic to a particular product or site? Perhaps you’re looking to raise funds for an organization or campaign? Before you can decide on the best digital marketing strategy for your needs, you need to first establish the goals that you have in mind.
As a starting point, you should identify the primary objective that you’re trying to achieve. Are you trying to raise brand awareness? Drive traffic to a specific product? Or, are you trying to raise funds for an organization or campaign? Once you have your primary objective in mind, you can begin to decide what platforms you’re going to use to achieve this goal and the digital marketing tactics you’ll need to utilize.
The Three Most Important Platforms For Online Marketing Success
While there are numerous platforms that you can use for digital marketing, only three really matter:
- Social Media
If your target audience spends the majority of their time on these platforms, you’re going to want to ensure that you’re taking advantage of all three.
Let’s discuss each one separately.
Up until recently, the web was considered to be the third most important digital marketing platform, after social media and mobile. However, with the rise of
“The New Normal” and “The Golden Age of Digital Marketing” as well as the changing dynamics of the online market, the importance of the web as a marketing platform has diminished. Nevertheless, it still holds a significant place in the marketing landscape.
Traditional web marketing involves things like search engine optimization (SEO), keyword research, content creation and distribution. While all of these tactics are still important, they’re not nearly as useful as they were a few years ago. That’s because now, your target audience is usually found not through searches but through social media and mobile.
Mobile usage has grown exponentially over the past decade, and many marketers have missed out on this huge audience. The good news is that you can now target mobile users and connect with them on a more personal level, via
Appliances such as tablets and cell phones. These devices can access the internet and run software such as Google Maps, Gmail and Netflix. To engage with your audience on mobile, you’ll need to create digital marketing content that can be accessed from these devices. This content should
Be easy to understand,
Be relevant to your target audience and
Use graphics that are easy to digest.
Some of the tasks that you’ll need to perform to make sure your website looks great on a cell phone include optimizing the display of text on a web page, using images that are small in file size and creating a shorter version of your blog post. All of these things can boost your SEO and encourage mobile users to come back for more.
The concept behind social media is simple. You have a group of people (i.e., social network), and you encourage them to share and retweet your content, like your Twitter feed. As you’d expect, this content is usually
Related to something that you or your company is promoting. For example, if you’re an e-commerce store, you may want to create content that encourages people to shop online. Or, if you’re a real estate firm, you may want to create content that encourages people to purchase a home.
The important thing to note about social media is that your content is usually
Shared without any moderation. That means that you can’t control what your audience will choose to share. This can be both a plus and a minus. On the one hand, you won’t have to worry about your content being
Rejected because it’s too commercial. On the other hand, you have to be vigilant about your content being
Bots and fake news slamming your page. For the best results, avoid using social media if you want to market to the general public. Instead, use social media to engage with your existing community, or
To create brand awareness,
To generate leads or to raise funds for charities,
To market a product or service,
To market yourself, or
To communicate with clients or customers.
If you’ve got a blog, you’re going to want to consider using all three of these platforms to the best of your ability. Not only will this help you to reach your target audience, but it also makes it easier for you to track the results of your efforts. If you do decide to use different platforms to reach your audience, you’ll need to make sure that you have a strategy in mind. Otherwise, you may find that your efforts are fragmented and unfocused. A little bit of planning goes a long way.