What should a digital marketing strategy look like?

Launching a digital marketing campaign without a strategy is as crazy Tiger King (if you haven’t watched this yet, see that you do!) A digital marketing strategy is the foundation of your marketing. It lays out your marketing and business goal, your key messages, your audience and the channels you’ll use to reach them. A marketing campaign with a strategy behind it is a marketing campaign that is more likely to succeed!

So, what does a digital marketing strategy look like? We’ve listed the key components of a winning digital marketing strategy to help take your marketing campaigns to the next level.

Set goals

What do you hope to achieve with your marketing campaigns? Of course, the answer is sales – but what activities or actions need to happen before a sale? For example, you’ll need a good product, a good message to promote that product, a digital marketing platform to run ads that promote the product, you’ll also need to build trust with your audience before they’ll buy from you. It’s these things that make up the goals in your digital marketing strategy. It’s important that you try and quantify your goals where possible. 

Here are some examples of digital marketing strategy goals

  1. Increase web traffic by 23% in the first month
  2. Increase website conversions by 45% in the first month
  3. Get at least five positive product reviews to build trust with future buyers
  4. Capture 300 leads per month
  5. Generate 150 sales per month

Define and unpack your audience 

Sure, your audience might be males between the age of 25 and 40, but is that really enough information to really connect with them and convince them to buy from you? Probably not. Get your team together and complete the following exercise:

  • Make a list of all your audience groups. For example:
    • Engaged couples
    • Young families
    • People love dogs
  • Flesh out information about your audience groups
    • Gender 
    • Age
    • Income
    • Location
    • Their online behaviours, their motivations, their desires, their fears, their frustrations and their needs.

Write key messages

Using what you’ve learned in the exercise above, write compelling key messages that talk to your audience’s FFND (fears, frustrations, needs and desires) People often underestimate the power of good ad copy!

Select your platforms and upgrade your website!

Your goals will influence the platforms you need to execute your marketing strategy. 

  • LEADS AND SALES: Google Ads, Facebook and Instagram ads.
  • WEB TRAFFIC: SEO, Google Ads, Facebook and Instagram ads, email marketing.
  • ENGAGEMENT: Facebook and Instagram.

Do you have a Facebook pixel on your website? A Facebook pixel will help you retarget people who have visited your website with ads reminding them to come back and make a purchase. READ Retargeting. What it is and why you need it.

If you want to run campaigns online you need to make sure you have a good looking website. 

Your website is your online storefront. It’s your receptionist, your salesperson and your mascot. Your website is an opportunity to inspire or persuade the visitor to use your product or service.

READ: Five website design tips you need to know

Analyse and optimise

Use Google Analytics to assess whether you are reaching your marketing goals. Check campaign results at least once a week and optimise accordingly.

Here are five ways you can optimise your ads

  • Change your ad copy 
  • Change your ad image
  • Extend the end date
  • Change targeting
  • Increase your budget or bring forward the date if your budget is small

READ: FREE tools to populate your website

Have you heard?

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