Online selling kept the businesses afloat during the pandemic. That’s a fact that makes the right digital marketing strategy undismissible this 2020 and perhaps in 2021 and beyond.
Before we jump into the integral components of a digital marketing strategy, we need to know what it is and why it is necessary.
What is a digital marketing strategy?
A digital marketing strategy refers to an overall plan of action to reach digital marketing goals and objectives. It also pertains to the process of reaching target prospects and turning them into paying customers.
The strategy is driven by the brand’s unique value proposition, brand messaging, and market research.
Why is a digital marketing strategy necessary?
A digital marketing strategy is essential for several reasons.
- The ability to reach target audiences at the most relevant time (when they are ready to buy) through the appropriate channels
- The possibility of reaching a vast number of potential buyers in a cost-effective and measurable manner
- The likelihood of creating brand awareness and loyalty based on getting to know the target audience at a more personal level
- The probability of cultivating an inimitable competitive advantage
What are the components of a digital marketing strategy?
With this said, several components contribute to the success of the chosen digital marketing strategy.
Objectives (What are you trying to achieve?)
Business experts and analysts often mention creating SMART (specific, measurable, achievable, realistic, and timely) goals. You cannot underestimate the value of goal-setting, more so that it covers your business’ short- and long-term goals.
Defining a business goal that will drive the digital marketing agency’s necessary next steps depends on your business’s present needs. For instance, do you want to build a community around the brand? Then, your goal could be:
- Gain 5,000 more followers each on Facebook, Twitter, and Instagram by the end of the six-month campaign
- Earn 50% more YouTube subscribers by the end of Q4
- Increase website email referral traffic by 10% within one year
The SMART goal you set early in the campaign will guide your subsequent decisions.
Audience (Who are you targeting?)
Before you must know what pain points need addressing, you must clearly understand your target audience.
In digital marketing, this means creating buyer personas, including demographics (gender, age, location, language, interests, education, income, and more). This is considered as the fictional representation of your ideal customer.
Message (What do you want them to understand about your brand and products or services?)
Having an authentic and relatable brand voice cannot be emphasized enough. The selling proposition of the brand almost always makes the brand stand out. The brand message reflects the core values of the company. Without this, it would be difficult to know how the brand may add value to the target customers.
You must cultivate a brand voice that speaks directly to your target audience, so it would resonate with and not alienate them. The perfect example is Nike with their “Just do it” brand message that spins hundreds of slogans throughout the years, such as:
- Yesterday you said tomorrow.
- Be legendary
- Start unknown. Finish unforgettable.
All these slogans are built around the athletic company’s brand voice.
Competitors (How do you want to outperform your competition?)
If you are the new brand within an already established niche with strong players, you need to do a competitor analysis to determine how your brand will fare against the rivalry. They’ve already built trust and authority, and looking into their digital marketing strategies will give you a headstart as well as an idea of what makes it successful or not.
By simply looking at their website and YouTube channel or social media profiles, for example, you would understand the extent of reach and their competitive edge. Do not copy their strategy, though. Instead, take the good and improve them while discarding the bad. This always works.
Channels (How do you want to reach your potential customers?)
In digital marketing, there are three broad channels: web, mobile, and social. You may utilize one channel only or the combination of any two channels. Of course, budget-permitting, you may implement all these three.
Below are some of the methods or tactics for each of these channels.
Web
- Search engine optimization (SEO)
- Content marketing
- Pay-per-click (PPC) advertising
- Video marketing
Mobile
- Mobile application
- Mobile SEO
- Progressive web application
- Accelerated mobile pages
- Mobile-responsive website
- Voice search optimization
Social
- Social media marketing (SMM)
- Influencer marketing
- Video marketing
Which digital marketing strategy is the most effective?
Now, if you are going to ask us which digital marketing strategies are the most effective, there is no clear answer. First, the word “effective” or “effectiveness” is both relative and subjective. What is significant in one niche may not be as effective for another niche.
At Optimind, what we know is that the most effective digital marketing strategy is an integrated approach. It means using a variety of strategies and methods to cover as many points in the buying cycle.
While there is no perfect nor one-size-fits-all approach to digital marketing strategy, it starts with a comprehensive assessment of the brand’s current performance. With this, we can help. Talk to us to decide together which digital marketing strategy will work best for your brand, bringing in the highest possible ROI.
Optimind can help you craft a digital marketing strategy for your brand, guiding you every step of the way. Ready when you are!
