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Part of any successful business is a successful digital marketing strategy.
Creating a strategy is one thing, but the execution is just as important, if not more.
But with the digital landscape changing every day, where’s the best place to start creating and optimizing your strategy?
Read on to learn how to create a successful digital marketing strategy for your brand.
What Is A Digital Marketing Strategy?Inevitably, digital must become the pillar of your overall marketing strategy.
With an average of 12 touchpoints and two months for a customer to convert from awareness to sale, many of those touchpoints will be digital.
While there’s not one clear-cut definition of what a digital marketing strategy is, it can be summarized as the following:
A digital marketing strategy is part of a larger business plan that outlines how to reach its overarching business goals using digital channels.
A digital marketing strategy must be tailored toward specific company key performance indicators (KPIs). Core elements of creating a successful strategy include:
Digital channels.
Target audience and regions.
Core messaging components.
Budgets.
As part of a digital marketing strategy, specific channels are identified to target the company’s ideal customers and lead them toward conversion.
These channels can include (but are not limited to):
Search engines.
Social media platforms.
Email.
Websites.
Apps.
Identifying channels is just one part of the digital marketing strategy. The second necessary key piece is consistent and relevant messaging to the target audience.
While the overarching message should be consistent across channels, the way brands engage and specifically talk to customers will, and should, vary by platform.
Digital Strategy Vs. TacticsMany brands tend to confuse strategies and tactics and end up blending them together.
While both are essential elements of a marketing plan, strategy and tactics have different definitions and serve different purposes.
As mentioned above, a strategy is part of a larger business plan to help brands reach overarching company goals.
Conversely, tactics are planned actions to achieve a greater marketing strategy.
The Key Differences Between Digital Strategies And TacticsStrategy Tactics Focused on long-term goals Focused on short-term goals Part of a larger company plan Can be measurable objectives Channel-oriented Campaign-oriented Audience-oriented Action-oriented Provides a roadmap for tactics
One example of a digital strategy could be paid media marketing. The tactics that fit within paid media marketing could include:
Testing audiences on the Google Display Network (GDN).
Testing landing page or ad copy creatives for optimized conversion rates.
To summarize: Tactics do not equal strategies. Strategies are created to then inform which tactics should be used.
Digital Strategy ExamplesWhile digital marketing strategies may contain similar characteristics across brands, each strategy and its tactics will look different. Strategies are not a “one size fits all.”
Below are some of the more common digital marketing strategies used by brands across the world:
Search engine optimization (SEO).
Content marketing.
Ecommerce.
Email marketing.
Social media marketing.
PPC AdvertisingPerformance Max.
And more.
An example of a PPC search ad on Google is below.
SEOAn SEO strategy involves optimizing the brand’s website, app, or content to help rank higher in the search engine results pages (SERPs).
When a brand’s website and content are optimized, it helps drive improved organic (non-paid) search visibility, ultimately driving more traffic to the website.
Employee or agency time and fees.
Third-party platforms or technology costs.
One benefit of having a strong SEO strategy is that, over time, the reliance on PPC marketing can be reduced, making the budget more efficient.
Using the same example of the search query [ppc software], an example of organic listings and answer boxes on the Google SERP is below.
Content MarketingThis strategy is more “behind-the-scenes” work, if you will. It includes creating (and sharing) unique and valuable content with a company’s target audience.
Part of a content marketing strategy involves creating different types of content for each digital platform.
For example, if a brand wants to create content for the TikTok platform, the content would be in the form of short video clips (maximum of three minutes).
Conversely, if a brand wants to increase brand authority, it may involve creating a long-form article and blog strategy to live on its website.
Content marketing aims to help build and establish trust with the target audience and turn them into long-term, repeat customers.
Using the same example as the PPC section above, an example of content marketing is below. The brand Skai (formerly Kenshoo) curates blog posts for its readers to increase engagement.
EcommerceIf a brand sells physical products, an ecommerce strategy should be crucial to a company’s business goals.
Enabling an ecommerce strategy means an online storefront is created for consumers to purchase products.
Some of the tactics in an ecommerce strategy can include:
Creating an online storefront where brands sell direct to consumers (DTC).
Selling physical products on online marketplaces such as Amazon.
Creating affiliate sales programs where others get paid to promote the brands’ products.
Influencer and brand ambassador marketing.
Email MarketingFor example, a soon-to-be bride is looking for the perfect wedding invitations after getting engaged.
After this user is subscribed to the brand’s email or marketing communications, an email strategy cadence is created to guide them throughout the planning process. That could include:
Promoting free samples on wedding invitations.
Discounts on wedding invitation suites.
Free (or discounted) Thank You cards after the wedding.
Referral program to create word-of-mouth sales.
Email marketing is a great way to talk to the target audience and build lasting customer relationships, even after the initial purchase.
Below is an example of a targeted email offering a promotion in my inbox:
Social Media MarketingDepending on the brand, a social media marketing strategy will have different use cases and goals.
As part of the larger digital marketing strategy, social platforms should be chosen to promote content or interact with the target audience in some form.
Below are just a few tactics that can be used in social media marketing:
Creating organic content to post.
Launching influencer marketing campaigns depending on the specific goal.
Using the same brand example as the email section, below is an example of a retargeting ad on Facebook (Meta):
How To Create A Digital Strategy In 5 StepsAs mentioned above, a digital marketing strategy should be created after identifying the overarching business goals.
For this reason, the steps to create a successful digital strategy include specific steps to help achieve the larger business goals.
Step 1: Identify Target Audience And Build PersonasA digital marketing strategy will only be as good as the target audience behind it. After all, they’re the ones who purchase your brand’s products and services.
When identifying a target persona, consider the following items:
Demographics: After identifying where to sell your products/services, determine if any key geographic areas may outperform others. Other demographic categories are age, parental status, household income, and more.
Interests: What kinds of hobbies does your ideal persona have? This information can help shape content for the customer.
Behaviors: How (and where) do these users consume content on the internet? Are they impulse shoppers? What social platforms do they frequent?
Pain points: What problems are users trying to solve? This is the key area to focus on. By providing your target audience with a solution to their pain points and speaking to them in a way they understand, you’ll likely win a customer for life.
Step 2: Conduct Competitor Landscape AnalysisIt’s important to understand the digital landscape before diving into digital channels.
Some of the key components of conducting a competitor analysis include:
Which competitors are bidding on relevant keywords you’d like to target?
How are competitors messaging their target audience?
How do competitors rank organically compared to you?
How much are competitors’ monthly digital ad budgets?
Third-party tools like Semrush, SpyFu, Google Keyword Planner, and Google Trends can help answer many of these questions.
Note that with any third-party tool’s data, the information provided cannot be guaranteed 100% accurate and should be used as a guide, not as an absolute.
Step 3: Determine Necessary Digital Marketing ChannelsOnce you’ve figured out who your target audience is and where they hang out online, it’s time to determine the key digital marketing channels.
Ideally, a mix of channels will be chosen as it’s not best practice to choose one or two and put all your eggs in one basket.
The key is to diversify the digital channels and meet your customers where they’re online at any given point in time.
These channels will likely include any of the above in the digital strategy examples section.
Each channel identified should include its own set of KPIs. These are set by the marketers and greater business teams.
Be sure not to set the same KPIs and measurement goals for each channel, as they all serve different purposes.
Creating realistic measurement goals ensures that awareness channels are measured against awareness KPIs, such as brand lift instead of direct conversions.
As with any digital channel, it’s important to understand how they can be measured.
This step should include identifying a proper measurement platform, such as Google Analytics or another tool, to ensure that marketing dollars and channels can be measured.
Step 4: Create Content And Unique Value Proposition PlanOnce the digital channels have been identified, it’s time to plan your content for each channel.
The key is creating a consistent messaging framework that can be reused and reworked in each channel. That way, you’re not starting from scratch each time.
For example, if you want to introduce your brand on YouTube or the Google Display Network, the content should not be focused on a direct conversion or a “Buy Now” CTA. That’s simply asking for too much on an initial brand awareness touchpoint.
On the other hand, for someone well on their search journey and looking for specific products and services, that could be a time to introduce discounts and special offers.
Lastly, make sure that what you’re providing your customers is unique and differentiated in the market. Conducting a competitor analysis first will help identify what’s currently being offered in the market.
Even if your product or service is similar to your competitors, it’s important to find a way to differentiate your brand.
Step 5: Execute And Optimize Digital Marketing StrategyOnce you’ve defined steps 1-4, it’s time to launch your digital marketing strategy.
However, the work is not done yet. Your digital marketing strategy should be ongoing and fluid based on performance and the changing market landscape.
Digital marketing channels and campaigns should be continuously monitored and analyzed to ensure that marketing budgets and resources are utilized most effectively.
This should include daily, weekly, and monthly checkpoints in each channel.
Monthly reports and quarterly business reviews (QBRs) should be conducted to provide opportunities to shift and pivot strategy based on findings.
SummaryDigital marketing strategies are not a “one size fits all.” They also should not be the only strategy a brand has.
While it’s important to think about “digital-first” when it comes to strategies, it needs to align with the overarching business goals.
Don’t confuse strategy and tactics and end up rushing into a tactics-first approach.
By taking the time to create a solid digital marketing strategy, you’re setting the brand up for long-term success and the ability to pivot based on performance.
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5 Steps Digital Marketers Can Take To Create A Differentiation Strategy
How you can develop a brand which lets you stand out from the competition
A business can have the best product or service in the world and offer it at the best price and still fail. Why is that? Because they fail to differentiate themselves from the competition and show a clear and compelling reason why potential clients should do business with them.
The key is creating a solid differentiation strategy that will set you apart in the marketplace and show prospects why it’d be foolish to go anywhere else.
Business differentiation is the process of making your firm stand out in a crowded field of me-too competitors and a differentiation strategy is the guidebook for how to do it. As a digital marketer, you can do this efficiently and cost-effectively using a variety of digital tools. This blog post will show you how.
Developing and implementing a differentiation strategy is a five-step process that begins with understanding what it is that’s unique about your firm and ends with telling the world how that uniqueness will benefit prospects:
1. What exactly do you want to be known for?What is your area of expertise and how can prospects benefit from that? This is a strategic level consideration that will help you begin to focus your business differentiation. Does your firm specialize (or can it?) in a specific industry or function? For example, do you market mostly to consumers (B2C) or do you excel in promoting to other businesses (B2B)? Or perhaps you have experience in healthcare marketing or nonprofits that you can focus on.
2. Do your research.We have found that firms that research their target client group tend to grow faster. In fact, the fastest growing firms (those that grow at least 20% year over year) are twice as likely to conduct research as their no-growth peers. Research will help you better understand the challenges and concerns of sales prospects and help you align your firm’s offerings with them. Because you will have gained insight into areas of interest to potential clients it will be easier to develop a list of topics to write about to make your expertise more visible to your target audience.
3. Develop your differentiators and unique selling proposition.Now’s the time to carefully consider what sets you apart from competitors and enables you to deliver exceptional value to a specific market segment. That becomes your target audience. Build a list of potential differentiators and check them for viability with this simple, three-step test:
Is it true? Whatever you claim needs to be real and deliverable. You can’t state something that you’d like to be true. It must be true.
Is it relevant? If your point of distinction doesn’t matter to your prospects, it won’t bring you more business. You’re just wasting everyone’s time.
Is it provable? Empty claims won’t cut it. You may have identified a true and relevant differentiator, but it’s useless without proof. Even if a differentiating statement is true, if you can’t substantiate it with evidence buyers won’t believe it.
Once you have your true, relevant, and provable differentiator(s) determined, you’ll need to focus you message regarding them into a unique selling proposition that puts your differentiators into perspective for potential clients. In many ways, it’s like a mission statement. Why do your differentiators make your firm valuable and beneficial to the prospect? What’s so unique that’s unavailable from a competitor? You need to create a brand which shields you from the competition by highlighting why you are different.
4. Build your story using digital marketing techniques.Now you’re ready to tell your story to the world. Well, to your target audience, specifically. Most prospective clients will check out your website, so that’s a great place to start. First impressions matter. Your website should help visitors answer the question “is this firm for me?”
As a digital marketer, you have lots of tools at your disposal to spread your message far and wide and make your expertise highly visible. Blogs, webinars, eBooks, online workshops, speaking engagements, even videos you can post. The list goes on.
5. Tell the world and then check to see who’s listening.Develop a digital marketing campaign that enables you to publish your differentiating content through various channels to ensure adequate reach-and-frequency with your target audience. In other words, do you have messages scheduled regularly that will be seen and heard by the largest percentage of your best prospects?
Track your efforts and monitor their impact. Are you getting more inquiries? From where and when? Test and adjust your outreach activities. Your message will get better and resonate more to help you build a stronger brand each time you make results-driven adjustments to your campaign.
Business differentiation, a well-thought-out differentiation strategy, and a commitment to implementing your plan will accelerate your firm’s visibility and perceived expertise. The end result will be better growth and profitability. And what a big difference that will make.
What Is A Digital Marketing Bootcamp And How To Find The Best One
blog / Digital Marketing What is a Digital Marketing Bootcamp and How to Find the Best One
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Digital Marketing Bootcamp ExperienceDigital marketing bootcamps typically do not carry any prerequisites for candidate experience. Most of these programs are accessible to beginners, although some universities may prefer applicants with relevant expertise in disciplines closely related to marketing. Since digital marketing shares skills with roles across various industries, many learners discover that their professional background has already prepared them to participate in a bootcamp.
Digital Marketing Bootcamp BenefitsBesides strengthening foundational knowledge and skills, a digital marketing bootcamp can provide the following benefits to learners:
NetworkingNetworking with other marketing professionals can be accomplished through digital marketing bootcamps. You can meet other marketers who want to develop their skills by attending an in-person/online training event. To gain more tips and insights into how digital marketing works, you can also interact with the instructors. As you seek out various positions and clients during your career, the connections you build can prove beneficial.
Career AssistanceAlong with its curriculum, a reputable digital marketing bootcamp provides additional career services. To assist students in finding jobs in digital marketing, many well-known bootcamp providers have a large network of hiring partners. Additionally, these bootcamps may also provide services, such as help with writing resumes and interview preparation, as a part of career assistance.
Structured LearningThe learning format for digital marketing bootcamps is more similar to traditional education methods than currently available online courses. The learners have scheduled times for their lessons, projects, and coaching sessions. This structured and organized approach to learning helps students better understand the course and gain in-depth knowledge.
ALSO READ: How do You Successfully Start a Digital Marketing Agency?
How do You Pick a Digital Marketing Bootcamp?Now that you know what is a digital marketing bootcamp, along with its benefits, let’s move on to the factors to keep in mind when selecting one that aligns with your goals.
1. CurriculumA comprehensive curriculum will provide knowledge on campaign development across key digital channels and explore the significant role of digital marketing in sales conversion funnels. You gain knowledge of the fundamentals of content marketing, social media marketing, email marketing, search engine optimization, and search engine marketing. Additionally, you learn to harness in-demand tools like Google Analytics and Google Ads.
Therefore, the choice of the curriculum should be made depending on what topics you want to master.
2. Instructor KnowledgeSelect bootcamps that are conducted by established digital marketers with robust industry experience. Target programs that offer frequent one-on-one meetings with a knowledgeable mentor who is invested in your success as a student and a job seeker.
3. ScheduleHow much time can you commit to a bootcamp program? Can you restructure your schedule around regular in-person classes or do you need the flexibility provided by online courses? These are some of the questions you need to ask yourself before enrolling in a program.
4. Price and Payment OptionsDo you have a flexible budget? Are you in a financial position to pay for a course upfront or do you require a pricing plan? Consider the budget and cost alternatives before finalizing a Bootcamp.
5. Reviews and ReputationAs you apply filters to narrow down options, be sure to closely examine course ratings and reviews as well. A course with many ratings will be more trustworthy, so be cautious when enrolling in a Bootcamp with fewer reviews. Moreover, browse through the student feedback to understand what former students found helpful or struggled within the course.
6. Job Placement SupportALSO READ: How to Learn Digital Marketing and be an Effective Marketer
How Much do Digital Marketing Bootcamps Cost?The cost of a digital marketing Bootcamp usually ranges between $2,000 and $15,000in the U.S. This price may vary depending on the duration of the program, course reputation, and the topics covered.
Best Digital Marketing Bootcamps at EmeritusALSO READ: Is Digital Marketing a Good Career Option? Here’s What You Need to Know
Are Digital Marketing Bootcamps Worth It?Judging by the range of benefits that digital marketing boot camps offer, enrolling in one is definitely worth it! Attending a digital marketing boot camp is an efficient way to pick up in-demand digital marketing skills quickly and build a portfolio to showcase your expertise. Moreover, for learners looking to master valuable skills without quitting their job or dedicating themselves to a full-time university program, an online digital marketing Bootcamp is an effective alternative.
By Rupam Deb
Write to us at [email protected]
Digital Marketing Strategy Template
Use our digital marketing strategy template integrated across the RACE Framework to plan and get ahead in your digital marketing
We all know the old saying “if you fail to plan, you are planning to fail”, but when it comes to digital marketing, this really is the case. It has never been more important than it is now to create a digital marketing strategy template so you can plan, manage and optimize your online activities.
As a result, companies are missing out on the benefits of having a digital marketing plan integrated into their overall marketing plan or as a separate roadmap for digital transformation. At a time when marketers are increasingly hungry for guidance, this isn’t a great position to be in.
This is why we have created a free, downloadable digital strategy template. Based on our RACE Planning Framework, the template is an updated version of our co-founder Dr Dave Chaffey’s book ‘Digital Marketing: Strategy, Planning and Implementation’ and is based on Dave’s extensive experience of creating and reviewing digital marketing plans for businesses.
Download our Free Resource – Free digital marketing plan template
This popular digital marketing strategy template will give you a structure for applying the RACE Framework to help you rapidly create an integrated digital marketing plan for your business.
Access the Free digital marketing plan template
If you’re looking for guidance on structuring a marketing campaign plan or marketing plan, these templates are more relevant:
Start planning today with our free digital marketing strategy templateOur PDF digital marketing plan template will take you through all of the essential online marketing activities that you need to work on in order to deliver a cohesive and successful strategy.
The template will be beneficial if you’re involved with developing the direction that digital marketing is going for your business or for clients. This means it can be beneficial for:
Company owners and directors
Managers who are responsible for increasing how much digital channels contribute to their company
Consultants of agency account managers
It is structured around our RACE Growth System, allowing you to assess what key marketing activities you need to consider for each part of RACE. This will give your plan structure and ensure you ultimately refer all marketing planning back to RACE so you don’t miss any opportunities.
Ultimately, the goal of this template is to enable you to create detailed and actionable digital marketing plans that are based on your KPIs and current performance. Having a plan that integrates different channels, tactics and actions is more likely to deliver success, but you need to document it first.
Download our Free Resource – Free digital marketing plan template
This popular digital marketing strategy template will give you a structure for applying the RACE Framework to help you rapidly create an integrated digital marketing plan for your business.
Access the Free digital marketing plan template
The RACE FrameworkWe’ve structured the template around our RACE Growth System in order to provide a planning system that covers all the important areas of digital marketing planning across the customer lifecycle.
In our introduction blog, we explain how to use the RACE Growth System to create plans to improve digital marketing effectiveness.
The RACE Framework and the planning template both reference a simplified version of PR Smith’s SOSTAC® Planning System. We use this because it’s a really great framework that is simple, memorable, and logical, meaning it can benefit you in your everyday marketing planning.
The simplified version of SOSTAC® that we cover in the template is:
Opportunity: Review the current contribution of digital channels to your business by refining dashboards and set future objectives that are based on an in-depth marketplace review.
Strategy: Create an overall digital channel strategy or a specific strategy that is focused on customer acquisition (Reach), Conversion (Act and Convert) and customer retention and loyalty (long-terms engagement).
Action: Details of specific tactics to implement the strategy such as planning and integrating content marketing, SEO, social media and email into marketing campaigns.
We use this simplified approach to SOSTAC® as we’ve found – through our collective experience in creating many different digital marketing plans – that it works best when you set objectives for digital marketing activities as part of the process of reviewing existing performance and reviewing the KPIs you use for control. It can also be difficult to separate tactics and actions so this approach takes that into account.
Our digital marketing strategy and planning toolkitThe template is part of our actionable digital marketing strategy and planning toolkit, which provides you with a range of resources designed to help you improve your strategy and planning activities. Getting to grips with these aspects of marketing can help you produce campaigns that work and deliver results that are in-line with your KPIs.
The toolkit includes these practical, expert resources:
Word and PowerPoint templates that you can use to create your plan
Example plans for B2B and B2C companies
7 steps to success guide to help you create an integrated digital marketing strategy
An e-learning course taking you through all of the digital marketing techniques.
Learn more about how to access the strategy toolkit and how it could benefit you.
Why you need this templateUltimately, the goal of this template is to enable you to create detailed and actionable digital marketing plans that are based on your KPIs and current performance. Having a plan that integrates different channels, tactics and actions is more likely to deliver success, but you need to document it first.
The template provides a structure to your planning and help you to quickly create an integrated digital marketing plan for your business or for your client. It’s no wonder that this is our most popular download!
To access the template, simply signup for a Free Membership and enjoy our range of free resources, all of which are designed to help you grow your marketing skills and get results.
What Strategies Should One Implement In Digital Marketing To Promote A Brand?
Having a presence on social media is very important for any business to grow. It allows you to connect with your target audience and learn more about them. Using organic marketing techniques can also help boost sales.
In addition to being able to promote your business on social media, you can also use it to reach out to more potential customers. There are many options for businesses to reach out to their potential customers on social media. Creating engaging content can help build stronger relationships with potential customers.
Why do Businesses Choose Digital Marketing?Although digital marketing can provide a variety of benefits to both the customer and the marketer, businesses tend to adopt it because it’s faster, more effective, and more quantifiable than other forms of marketing.
There are many reasons why businesses choose digital marketing. These include its faster, more effective, and more quantifiable aspects. Regardless of the size of their business, digital marketing gives businesses an equal opportunity to compete. Compared to traditional marketing, digital marketing is more cost-effective. It allows businesses to reach out to their ideal customers and convert them into buyers.
Digital marketing helps businesses grow their revenue by reaching out to their target markets in a more efficient manner. It can also help them interact with their audience on various devices, such as mobile. Businesses can build a strong brand reputation with digital marketing. It can also influence potential customers to take action through a CTA.
How does Digital Marketing Work?It utilizes various digital platforms to reach its intended audience. Different digital platforms, such as websites, social media, and email, are used to reach the target audience. One channel or a combination of channels may be used to reach your target market. Creating content that is specific to your audience is very important in any digital marketing campaign.
Your content should be interesting, useful, and relevant to your target audience. It should also be able to help you run a successful marketing campaign. A digital marketing professional can use various tactics to reach their target market. Some of these include SEO, SEM, and Google Ads.
Top Digital Marketing Strategies to Promote your Brand Build your WebsiteThe initial step in establishing a digital marketing strategy is building a website. This project is the central component of the whole process.
A website can reach millions of people who go online. It can also inform potential customers about your services and products and let them contact you in case they require any additional information.
Get a Domain Host your WebsiteYour website will require various servers and storage space to run properly. To ensure that it can be accessed globally, you will need to establish an IP address and a dedicated server.
A fast page load speed is very important for a website’s performance, and it can help boost your search engine ranking.
Create Content for the WebsiteAfter you have your domain name, it’s important that you create a website that will be attractive and relevant to your target market.
Good content is the most important factor that you should consider when it comes to building a website. WordPress is an open-source content management system that can help you create effective and engaging content for your site.
Although some of the features are built-in, some plugins are free and others are paid. With a wide variety of themes and plugins, WordPress can help you build websites for different types of applications.
SEOThe majority of the traffic that comes through the internet is directed by search engines. You should be familiar with Google. When a user types in the terms that they are looking for, the search engine delivers results that are related to the topic they are searching for.
Having a well-designed and user-friendly website is very important to ensure that it shows up in the top positions on search results. Search engine optimization is a process that aims to improve the rankings of your website in search results.
Search Engine MarketingWhen you type a keyword in a search query, your results will show up at the top of the list. The search engine will then charge you every time your website is viewed.
Email MarketingOne of the most essential components of a company’s digital marketing strategy is email marketing. It involves a database of potential customers who can be sent promotional literature.
A lot of tools are available that allow you to manage your email marketing efforts. They can provide you with a variety of analytical data points, such as the number of people who opened your messages and the effectiveness of your campaigns.
Web AnalyticsA marketing analytics platform is a vital part of any digital marketing campaign. It can help identify the exact behaviors of the customers and provide a complete view of the users’ digital world.
One of the most common types of marketing analytics tools is Web Analytics, which can be used in various digital marketing platforms such as Google AdWords and email marketing tools. It can help identify the exact actions taken by the users during a particular period. Google Analytics is a free tool, although a premium version is available.
ConclusionIn this blog, we talked about the importance of digital marketing for businesses. It can help them grow and promote their business. Digital marketing is an ever-changing field that can only be mastered through proper implementation. This is why it is important that organizations learn about it. A comprehensive digital marketing program can help you learn how to effectively implement various marketing techniques for your business.
Marketing Automation Is A Must – But You Need A Strategy
5 ways to develop a better marketing automation strategy
In the age of automation, it’s easy for businesses to rest on machine efficiency while eschewing strategy. After all, if you can use a few software programs to send your emails, schedule your social media, and initiate Push notifications, why not use all of them? The underlying theory is maximum outreach, maximum results, but that simply isn’t true.
Instead, businesses would do better to narrow the scope of their automation practices and develop a well-focused strategy that focuses on meaningful contact rather than just maximum contact. Employ the programs at your disposal, but don’t overwhelm your customers.
Free Guide: Win more customers
Learn how to create an integrated marketing communications and automation strategy with our free guide, written in partnership with Salesforce.
Access the
For a digital marketing strategy that drives sales home, consider these five tips. With the right suite of programs and a clear long-term plan, your business can shift from automation as a strategy to automation as architecture, the structure that supports the strategy.
Choose Smarter SoftwareMany companies think that to keep up with modern marketing automation, they’ll need all of the latest software, but the reality is that you need the right software, not just the newest products. In many cases, that can mean sticking with older programs that do their job well and without excess complication.
If we take a closer look at trending marketing software, we find that older programs like MailChimp, an automated email marketing program that came to market in 2001, is still one of the top programs around. Hootsuite, another older program used for social media marketing, is also highly ranked. While there are plenty of popular, new programs that offer excellent marketing tools and powerful integration, you don’t need to ditch your old software just because it seems out of date. Choosing marketing automation software doesn’t mean conducting a department-wide overhaul.
Put Data In The Driver’s SeatOne of the most significant marketing flaws made worse by automation is data neglect. Sure, there are plenty of software programs that can collect information, such as conversion rates and ROI, but automation can make launching a campaign seem so easy that it isn’t worth checking the supporting research. Unfortunately, this wastes time and money.
In 2023, marketers need to learn to strategize based on date science. That means checking the numbers from past campaigns, looking for gaps in your customer base, and beta testing marketing ideas before sending them out to your audience. Though it’s comparatively labor intensive, especially for those marketing professionals who struggle with data interpretation, it’s worth the effort to offer better marketing, rather than just a large amount of marketing.
Beat The BaselineFollowing up on the idea that your marketing strategy should be driven by data, your company should consider one of its marketing goals to improve on the 80/20 rule. The 80/20 rule suggests that in marketing, 80 percent of your sales derive from 20 percent of your content.
What does statistical improvement look like in this regard? In general, your marketing goal should be to increase the total profits represented in that 80 percent while also increasing or maintaining that 20 percent value – lower value marketing content isn’t worthless and it may be a place to grow from, but more high-value content is always a good thing. In essence, you can’t eliminate the lower value content, but you can improve at least a portion of it.
You’ll only know if you’re improving on the 80/20 rule if you carefully track both the before and after marketing number for your campaigns. Every year, you should be improving your sales numbers, and that starts with data-driven marketing.
Create Marketing LandmarksOne great automated marketing tool is triggered email – emails that arrive based on certain on-site activities. They’re an ideal way to engage with customers because they’re based on related actions, offering welcome messages, onboarding, responding to shopping cart abandonment, and other similar scenarios. To make the most of triggered emails, though, it’s time to look beyond those baseline scenarios and seek other ways to connect with your customers.
Create customer landmarks – including referrals, length of time they’ve been a member of the site, certain purchases, or interacting with a customer service representative – that can initiate a triggered email and follow-up on how these worked. Certain action/message pairings will stand out from the pack as especially meaningful because they yield greater interactions and profits. These are the landmarks you want to maintain within your broader strategy, and key moments you can build on in customer relationships.
Lead With SpeedNo matter how much data you have and how much you trust your marketing software, one of the most important things that automation allows is for you to test and fail fast. Failure is an inevitable aspect of marketing and if something isn’t working, data analysis allows you to pull it almost immediately.
Don’t waste time on marketing strategies that aren’t profitable. Instead, make sure you’re always running the tests on the next possibility. Even if you don’t need another strategy right now, it will surely be useful down the road.
Are you ready to revamp your company’s relationship with marketing automation? Through assessment, smart program selection, and a willingness to fail and try again in the service of your customers, your business can make its name as a marketing powerhouse, reaching customers on a new level. But remember – it all starts with a clear, data-driven strategy.
Your foundation needs to be strong before you build it up with automation software.
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