How to Set Your Digital Marketing Strategy

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Set Digital Marketing KPIs and Goals.

Start by setting goals to help you know what your digital marketing strategy hopes to achieve. The goals could follow the SMART framework, which means the goals must be, Specific, Measurable, Attainable, Relevant, and Timely. For example, generating 20% more visits to your business’s website using ads on your Facebook page for the next three months is a SMART goal. It is very specific, measurable, attainable, relevant, and timely. 

Alternatively, you can also adopt FAST goals when creating your digital marketing strategy. The FAST framework offers more agility to execute strategies successfully. FAST stands for Frequent discussions are Ambitious, are measurable using Specific metrics, and Transparent to all company or organization stakeholders.
Here’s a brief highlight of these elements below.

F for Frequently Discussed.

Every staff should keep the goals at the top of their minds, because they discuss them frequently. In addition, it makes monitoring progress easy. 

Are Ambitious.

These goals are pretty challenging but are possible to achieve. In addition, they will motivate you to be more innovative and creative.

Are Specific.

Every person has a clear idea of what role they need to play to ensure they achieve the purposes of the digital marketing strategy.

Are Transparent.

These goals allow better coordination and cooperation across different business departments. As a result, quick adjustments are possible.

Digital Marketing KPI’s

In addition to goals, incorporate digital marketing KPIs into your digital marketing strategy. Some of the best digital marketing KPIs to use in monitoring the overall effectiveness of your digital marketing strategy include:

• Referral Traffic: volume of traffic driven to your website from outside sources. 
• Conversion Rate: number of leads converted into sales or buyers.
• Click-Through Rate: how often your potential customers click on your website link and visit your page. 
• Customer Attrition: how your business loses customers over a particular period.

Identify Audience Personas.

Knowing your audience allows you to create a solid digital marketing strategy that focuses on your target customers and is free from personal bias. Define your audience by demographics, habits, lifestyles and more. Lead generation strategies also becomes clear and much easier to develop when you identify your target customer. 

Identify the Platforms Your Audience Personas are Mostly Active.

Knowing where most of your target audience spends the most time online is very important. This will assist you to create campaigns for the right platforms. Facebook has the most active users with more than 2.9 billion active users in 2022. 

YouTube has approximately 2.6 billion users. The fact that nearly 1 billion hours of video are watched daily on YouTube makes it a great platform to consider when creating your digital marketing strategy. WhatsApp and Instagram are the other two social media platforms to incorporate into your digital marketing strategy, boasting 2 billion and nearly 1.5 billion active users respectively.



These statistics give you fantastic insight into where your audience personas spend most of their time online. 

Basics of an Email Marketing Plan 

Email marketing can help you boost conversions for your business, create lasting relationships via personalized engagements, and create more awareness of your brand. To ensure your overall digital marketing strategy is successful, use the steps below to make your email marketing efforts highly relevant.



Identify Your Target Audience.

To make your email marketing efforts effective, you will need to identify your buyer persona accurately.

Identify Your Goals. 

Establish reasonable goals for your email campaign. Is it to get more leads, traffic to your website, etc.?

Create Your Email List.

Provide attractive information to encourage potential clients to opt-in and get your email content. You can use lead magnets such as free Ebooks, webinars, whitepapers and more.

Come Up with A Consistent Schedule.

Decide how frequently you wish to contact the people in your email list. Let your subscribers know this too so as to prevent un-subscriptions or worse, have your emails go to the spam folder. 

Definitions of SEO, SEM, PPC, SMS, and SMM and How to Set a Basic Plan for Each.

• SEO Search Engine Optimization is a process that helps your web pages to rank higher on search engines like Google, Bing and Yahoo, to get more traffic to your website. You can set a simple SEO strategy by leveraging practices such as:
• Use Relevant Keywords. Find the most relevant keywords that are used by your potential clients. 
• Optimize Your Content for Mobile. Optimizing your content for mobile prevents you from losing a significant percentage of potential customers. 

• SEM Search Engine Marketing is a digital marketing technique that helps businesses boost their visibility on Search Engine Results Pages (SERPs) by leveraging paid advertisements. You can create a simple SEM strategy by:
• Defining your goals. Decide what you wish users to do after clicking on your PPC ads, e.g., signing up for your newsletters.
• Analyze Your Competition. Evaluate your competitors' PPC campaigns and identify the conversion metrics that work so well. You can then create a similar SEM strategy.
• Research The Best Keywords to Use. This helps visitors discover your business quickly.

• PPC Pay-per-click involves advertisers paying a set fee every time a user clicks their ad. Here's how to set up a good PPC marketing plan!
• Determine your goals. Identify your objectives first; is it to launch a new product, build brand awareness, etc.
• Research. This will help you determine the best advertising platforms, the best keywords for your campaign and more.
• Launch your PPC plan. Leverage buyer personas and use copy that addresses your potential customers’ needs.
• Track the performance. Monitor performance to know what is working and tweak your PPC plan accordingly.

• SMS Short Message Service is a technology that allows people to send short text messages to each other's mobile phones. You can use these best practices to create a good SMS strategy!
• Create an SMS Subscriber List. Seek consent to enroll people in your SMS list. You can partner with a credible SMS platform and motivate people to join your SMS list by offering unique offers.
• Leverage SMS Marketing Software. SMS marketing tools help to automate your messages and also combine your email automation workflows with your text messages. 
• Personalize Your SMS Plan Ensure your SMS plan can be personalized by the time you send and by using their names to create rapport.

• SMM Social Media Marketing uses organic and paid marketing efforts to promote products and services on social media channels like Facebook, Instagram, Twitter, etc. You can set up an excellent social media marketing strategy by:
• Set Reasonable Goals. Your goals will depend on the needs of your business. For example, boosting brand awareness may be your primary goal if you need more visibility.
• Research Your Target Audience. You can analyze vital customer data using Google Analytics, Email Analytics, and your CRM. These will help you get valuable insight to craft effective marketing messages and even develop good customer service strategies.
• Select Your KPIs and Metrics. Choose social media metrics that align with your objectives, like you can choose "Reach" to discover the number of unique website users who viewed your posts or Clicks to establish the factors that spark users' curiosity.

Decide On the Tools and Channels You Will Use and Allow Delegation of Different Responsibilities.



You need to leverage different tools and platforms to develop an effective digital marketing strategy, using the following:

• Email marketing tools. These are software that helps you create the best marketing campaigns via email. The best examples include Zoho, MailChimp, and SendInBlue.
• Social media message/management tools. This software enables you to post, manage, and monitor different social media channels from a single interface. Our suggested tool for this is Content Studio 
• Analytical tools. These are tools that show you your digital marketing results and offer insight on how to improve them. They include Google Analytics, SEMrush, BuzzSumo, etc.
• Social channels. These online social platforms help you reach and interact with your target audience. They include Instagram, Twitter, Facebook, etc.
  

Your digital marketing strategy should also allow delegation of responsibilities like crisis management, video editing, branding, testing, copywriting, copy editing, inbound messaging, etc. Managing these tasks alone is an impossible endeavor that consumes a lot of energy and time. Delegating helps you focus on your core competencies and reduce the wastage of resources significantly. 

Conclusion

Creating the best digital marketing strategy is easier said than done. However, use these valuable insights to develop the most effective digital marketing strategy. With it you will enjoy high the Return on Investment (ROI) desired from your digital marketing efforts! We know it can seem like a lot, it is! If you're ready to offload this entire task list and the management of your digital marketing, please contact us now to schedule a consultation with our digital marketing expert!