Contact us anytime to know more — Kuldeep K., Founder & CEO CISIN
Digital Marketing Strategy
Marketing Tactics vs. Strategy
Digital marketing strategy is often misconstrued with similar concepts.
Still, a proper marketing strategy entails creating an all-inclusive plan to engage your target audience and convert them to paying clients. Your strategy serves as a guide that can help you meet your unique marketing goals.
These are the steps you will take to implement your strategy, such as:
- Writing blog posts.
- Social media: How to respond to your customers.
- Sending Emails.
- Designing ads.
Marketing Strategy vs. Marketing Campaign
Understanding the difference between a marketing strategy and a campaign is vitally important. A marketing strategy provides a long-term approach.
business growth, marketing tasks, bounce rate, mobile devices
Marketing campaigns can help your business meet both its overall business goals and the specific customer goals they serve.
Targeting specific goals rather than overall targets aims to reach specific milestones under your business strategy rather than general ones. Marketing campaigns typically begin and end on certain dates and are created with specific goals, such as increasing traffic or appealing to specific customer demographics.
Some Tips That Can Change Your Digital Marketing Game:
Change With Change:
Don't be alarmed; nothing is amiss with the title; instead, adapt...to changes in digital marketing strategies (whether content marketing or general digital).
This applies across the board for content or general digital strategies. Digital marketing efforts today involve more than simply producing content; it's also about sharing it and standing out among all the pieces already online.
This applies to all digital marketing:
- Social Media.
- Website.
- All types of content.
- Your brand message is the most important.
Does there make any sense to advertise your product/service if the intended online audience doesn't know about it? Content that goes unseen has no value whatsoever.
Sharing your content as widely as possible is the key to increasing its exposure and spreading the word about your brand.
Analytics:
Data is increasingly becoming part of life. No, analytics are not just the past; they're the future! Analyses can provide valuable information on the buying habits of consumers as well as an effective and efficient digital strategy plan.
This tip is essential in digital marketing strategies because it directly contributes to higher returns on investment (ROI). Marketers must stay aware of analytics, understand consumer behavior and select effective strategies for their company.
- Strategy: What gives? Well, this wasn't exactly your cup of tea; but know what's going through your mind; we all understand the significance of strategy to any business, and its implementation is critical to its success.
- Break the rules: Digital marketing is all about trying new things and being creative, which often means breaking the rules. Our advice? Always break them! If something worked before, it may no longer work today.
Inspire & Take Inspirations
Social media platforms were initially created as a means of connecting people. Still, it has also become an invaluable source of creativity and innovation over time.
Something important could be lost if you don't update your social media strategy periodically. Staying current on trends will keep your audience engaged like nothing else can.
Follow these tips to increase your social media presence:
- Utilize captivating content and find ideas you find entertaining to engage your audience.
- Stay abreast of the newest trends.
- Consistency is vital when posting updates.
Consistency:
Moving forward, let's address the importance of consistency in digital marketing. Consistency doesn't mean posting videos, images, and blogs at regular intervals - you have to stick with a regular pattern, whether twice per week or three times every month (customization options available too).
Now you can easily connect with your audience.
Blogs:
Blog writing requires your total commitment if you want to gain maximum traffic for your website. Blogging should be used as a means of driving people towards it.
Here's an excellent tip for digital marketing: consider updating your blog content to reflect modern voice search technology and short snippets. Search engines are constantly modified to meet user preferences, so your content must adapt accordingly. Here are a few content marketing strategies to make things more straightforward:
- Use long-tail keywords at strategic places.
- Content that provides solutions is worth curating.
- Gather informative yet engaging content.
A Thoughtful Targeting:
Target your audience appropriately according to your niche; otherwise, you risk creating unintended results and alienating a significant portion of potential participants in your campaign.
It would be folly not to do so! If you believe a thousand people will become engaged with it.
Want More Information About Our Services? Talk to Our Consultants!
Digital Marketing Strategies: 11 Different Types
Digital marketing services is an expansive field.
Here we present 11 effective digital strategies currently utilized by our industry.
Inbound Marketing
Inbound marketing is an umbrella term encompassing tools, strategies, and tactics marketers utilize to convert website visitors into paying customers.
It may include:
- Content marketing.
- Email marketing.
- Lead nurturing.
- You can also find out more about SEO by clicking here.
- Marketing automation.
- Website Optimization.
- Website analytics.
Inbound marketing is designed to attract, qualify, nurture, and delight customers and prospects over time. It doesn't offer quick fixes or temporary solutions but builds long-term relationships between customer and provider.
Why Use Inbound Marketing?
- Saving Money Through Inbound Marketing: your return on investment (ROI) will be higher, and targeting a specific group rather than everyone will ensure success.
- Credibility And Trust: When customers and prospects conduct independent research that proves helpful, your brand becomes seen as an industry expert who can be relied upon rather than just another sales-hungry business.
- Focus On Relationships: Inbound marketing allows businesses to develop lasting customer relationships that generate sales and bring repeat business. Inbound marketing drives quality traffic directly to your site through inbound content delivery while offering valuable content that encourages visitors at each step in the marketing funnel to convert.
Content Marketing Is A Way To Reach Out To Your Audience
Content marketing aims at answering people's queries by creating relevant, helpful content - rather than bombarding them with promotions they do not request or want.
Content may include blog posts, landing pages, videos, podcasts, infographics; eBooks; case study eBooks; white paper eBooks, etc.
Content marketing often serves multiple objectives. It may help:
- Brand awareness and loyalty can both be increased.
- Inform Your Target Audience Now.
- Leads can be developed and converted into conversion opportunities.
Marketers with strategic marketing experience create content tailored specifically for different user personas at all sales funnel stages.
A user who finds your site through an organic search will require different content than someone close to making a purchase decision. Knowing your buyer journeys allows marketers to tailor content specifically to each step in their buyers' journeys and meet all of their needs at each step.
Why Use Content Marketing?
Build strong relationships with your customers: Content Marketing allows you to build strong relationships with your customers over time, allowing you to form strong bonds between prospects and clients and your brand over time.
Plus, content marketing increases their likelihood of choosing you over competitors when purchasing!
Improved SEO: Producing quality content will enhance your website's SEO and increase organic traffic, ultimately turning visitors into buyers.
Authority: Creating educational and engaging content will establish yourself as an authority in your field.
Your target audience will turn to you first for solutions they require.
ABM
ABM (Account-Based Marketing) is an effective strategy for B2B marketing that targets accounts you specify. ABM allows you to quickly move prospects through the sales funnel while keeping an eye on those most matters.
Why Employ Account-Based Marketing?
- Personalization: Account-based marketing (ABM) does not follow a one-size-fits-all model; instead, it offers tailored messaging to target accounts based on what is known about them. Your campaign is personalized for them based on what you already know about them.
- Collaboration: Account-Based Marketing (ABM) is a collaborative approach between sales and marketing teams to identify target clients and create tailored campaigns specifically for them. ABM fosters teamwork by encouraging teams to focus on moving accounts along their sales pipelines.
- Shortened Sales Cycles: B2B sales processes tend to be lengthy due to their multifaceted nature and involve many stakeholders simultaneously. Yet, ABM can shorten them considerably as all prospects can be nurtured simultaneously with content specific to them.
SEO
Search engine optimization (SEO) is the practice of improving websites and their content to increase organic traffic and gain higher rankings on search engines, including tactics such as:
- Create high-quality content.
- Content optimization around keywords and user needs.
- Meta information is embedded within the metadata.
- Make sure that your website is optimized for search engines.
SEO aims to attract targeted visitors organically to generate more leads and sales.
Why Use Search Engine Optimization?
- Increased Conversion Rates: An optimized website that is simple to use, fast, and compatible with all devices is more likely to convert visitors and turn them into loyal customers.
- Brand Awareness: By ranking highly in search engine results, your content can help build trust with visitors to your site and increase sales of your products or services. A more robust web presence increases chances for sales conversion.
- Cost Savings Over The Long Run: Content should increase traffic over time. While it remains essential to produce high-quality pieces, reaching users actively searching for your products or services without incurring an ongoing financial investment is possible with online content marketing.
Social Media Marketing
Social media marketing refers to using platforms such as Facebook, Twitter, and Instagram for promotional purposes.
- Promote your products, services, or content
- Brand Awareness and Visibility.
- Engage current and potential customers
- Increase traffic to your website
Attracting web traffic requires an ongoing advertising budget and, typically, an optimized landing page on your website targeted explicitly toward users of this ad.
Unfortunately, once that advertising budget runs dry, so will its results: website traffic, followers, and likes will decline significantly.
Why Use Social Media Marketing?
- Affordable marketing: Social media marketing tools provides an effective platform for brand promotion to an unknowing target audience, with A/B tests or other optimization methods essential to maximizing advertising spend returns.
- Interact with Your Audience: Roughly 45% of people globally use social media, and most spend an estimated three hours daily on it. Choose the ideal channel, conduct extensive research into how it operates, and then interact with your target audience to build loyalty among followers.
- Increased Brand Loyalty: According to research, 71% of those with a positive social media experience are likely to share that brand with friends and family.
Email Marketing
Email marketing involves sending promotional and informational emails to your audience to build relationships, convert leads into customers, and turn once-off buyers into lifelong brand advocates.
Emails may be sent out to promote sales or website content. They could also contain essential messages from your company.
Why Email Marketing?
- Email marketing can often be more cost-effective than other forms of promotion, such as direct mail, SEO, or SMM. With email marketing, you will only need to invest in an email program capable of sending thousands of emails simultaneously and someone to manage it all.
- Targeted messages are sent. All recipients on an email list have agreed to receive your information; that means they're eager to hear from YOU! You can send highly tailored information by segmenting your list.
PPC (Pay Per Click) Advertising
Pay-per-click advertising (PPC) is an advertising strategy where advertisers pay each time someone clicks their online ad, such as via Google Ads or Bing Ads.
PPC can be an excellent way to reach those searching for keywords related to their business, and it provides excellent ROI potential.
Depending upon the scope and scale of your campaign, expect to pay anywhere from several hundred dollars up to several thousand per month in costs associated with running it.
Once the campaign ends, its traffic ceases generating sales leads or leads. Pay-per-click ads lead users to landing pages that encourage specific actions from them, such as signing a petition.
- Purchase.
- Fill out a form.
- Download a document or something similar.
Your primary objective in initiating a pay-per-click (PPC) campaign should be to increase leads or sales.
Why Use PPC?
- Track Easily: With Google Ads or another PPC platform, tracking how many people see and click your ads can be simple and instantaneous - giving you instant insight into how successful your campaigns are performing.
- Pay As You Go: (PPC) ads offer flexibility; pause or change it as necessary if one campaign does not perform well.
- Instant Results: Other marketing strategies like SEO and Content Marketing take time to bear fruit, but PPC advertising provides instantaneous results.
Video Marketing
Videos created to market products, services, and brands may include interviews with industry thought leaders, customer testimonials, or how-to videos.
Add videos to your PPC landing page, social media accounts, and website to increase conversion rates and drive conversions.
Below are examples of KPIs:
- Engagement: Duration of the video.
- View Count: The number of times the video was viewed.
- Click-Through Rate: number of users who clicked on the website.
- Conversion Rate: The number generated by leads, prospects, or customers.
Why Video Marketing?
- Increased Search Engine Optimization: Marketers who employ video will be 53 times more likely to appear on the first Google page when adding video content to their websites due to increased SEO rankings for that page.
- Higher Conversion Rates: Video landing pages have been found to increase conversion rates by up to 34%.
- Brand Association Improves After Watching Video: Video-watching sessions result in improved conversion rates and brand association, and brand association increases by 139%! 92% of viewers who watch a video will share it with friends.
Online And In-Person Events
Event buzz for products can only increase through events. Trade shows such as International CES have long been established as sources of product buzz; Apple, however, revolutionized online trade show attendance with its high-profile iPhone releases and Mac releases throughout usually watched by over 1.8 million people online.While you might never reach these levels of engagement with an event, they still offer invaluable learning experiences.
They can serve as excellent platforms for product or business launches.
Why Use Online Events?
- Create Anticipation: Use social media posts to build anticipation before the event. Apple teased its new iPhone by showing small glimpses, such as images of its components.
- Display Your Product: When you focus your live event around one product, its features become the center of interest - as was done with Apple products by Steve Jobs.
- Make An Impactful Statement: Create an event hashtag, livestream its launch, and send out press releases to generate discussion about your product or service. Apple uses hashtags like #AppleEvent to drive Twitter trends.
Chatbots And Live Chat Marketing
Chatbots have become increasingly prevalent over the last decade. Marketers and customer service personnel view them as invaluable digital marketing tools for marketing and customer support; currently, 1.4 billion users of messaging apps utilize chatbots[1.].
Brands are employing chatbots to:
- Resolve customer complaints.
- Answer questions regarding products.
- Promote Live Events.
Drift's research indicates that one of the primary uses for chatbots was emergencies - so consider keeping your bots simple to save time and resources.
Why Use Chatbots For Your Business?
- Chatbots Provide Quick Answers: Online users often require immediate answers to specific tasks they need to be completed quickly. Chatbots help users get this quickly while simultaneously resolving complaints quickly, improving brand perception.
- Improve Customer Experience: Drift users stated they use chatbots to receive detailed explanations and locate customer service assistants - both can significantly enhance customer experience.
- Convert Sales With a Chatbot: Though it may seem unusual, using a chatbot for conversion can be highly effective; 18% of users said they'd purchase something, while 22% used it for information.
Media Earned
Earned media is simply coverage about your business, product, or event written by third parties that does not cost anything.
In general, earned media is like free PR that involves reaching out to media through digital marketing strategies; earned media is when a publication uses your content on their site as well.
Examples of earned media are as follows.
- Newsjacking is an effective strategy used in PR.
- Press releases regarding company announcements may also be issued.
- Survey Data Infographics [GDIs].
- A creative asset such as an interactive website.
Why Use Earned Media?
- Get It For Free: When you pay staff or agencies to promote your content on websites, any coverage it gets will come free of charge - making this strategy cost-effective so that the marketing budget can be put toward future campaigns.
- Earned Media Can Be Implemented On Any Budget: it could range from sending quotes for press releases on a current issue to more ambitious tactics such as building websites or conducting polls.
- This Is Good SEO: Backlinks from trusted publishers and institutions can be invaluable in search engine optimization (SEO). Google ranks websites according to their Domain Authority score; sites with higher domain authority scores, such as news or college sites, may help increase your authority.
Read more: Importance of Digital Marketing
How To Create A Digital Strategy
To create a digital strategy, all elements must come together seamlessly. Regardless of the 11 digital marketing strategies you select, setting goals, defining audiences, and understanding what needs to be created are integral parts of any plan.
Before selecting a digital strategy, set and document short- and long-term goals. After choosing one, outline and document specific objectives to gauge its success; ensure your goals and targets are SMART (Specific Measurable, Achievable Realistic Targets).
- Objective: Our primary aim is to increase awareness of widgets within our target audience.
- How you will meet your goal. Create content to persuade buyers that our widgets offer the best value on the market, targeting two personas at every stage of our sales funnel.
- How will we know if strategy is working? Reach 50 new email subscribers within six months and see a 25% quarterly increase in widget whitepapers or eBooks sold.
Your documents can serve as reference points when it's time to evaluate success.
Consider Buyer Personas
Establishing an effective digital strategy requires knowing who it's targeted. Buyer personas provide an excellent way to accomplish this; these fictional characters represent traits of those you want to sell your product or service to.
Personas should be created based on research and data, not intuition alone. To create accurate personas, you need to speak directly with customers through in-person interviews, surveys, app or telephone conversations, and app user interviews.
How to Take Care of Your Identity:
- Location: Web analytics tools can assist in pinpointing where your customers shop.
- Income/Occupation: Before asking customers about their income and occupation, get their approval to discuss these details.
- Interests and Hobbies: By conducting online surveys or focus groups, it may be possible to ascertain what people like or search trends for popular hobbies among specific demographics.
- What are your customers' goals/aspirations and motivations? Focus groups and surveys are an excellent way to assess this data. Still, consumer reports and data can also provide helpful insight.
- Pain Points/Challenges You can learn more by speaking to customers and sales team members.
By creating personas, you will be better able to market to different groups and meet their needs.
Audit Your Assets
Documenting existing digital assets to understand your business is critical. After doing this, analyze each asset individually and rank them from most effective to least effective - this way, you'll know which needs updating and which requires complete rebuilds.
Here's an example of an SEO-centric content audit. Key components include:
- Crawl Your Site: Collect all URLs from your blog, category pages, and other relevant pages on your website.
- Search for Gaps: Identify any content gaps from your list of URLs that align with personas and campaign objectives.
- SEO Insights: Work closely with an SEO to assess the performance of existing URLs and potential opportunities derived through keyword research.
- Compile Data: Consolidate all information into a spreadsheet so it can all be seen side-by-side.
- Task Creation: Make recommendations to enhance existing pages and formulate an action plan for any additional ones you require.
Plan Your Content Creation Resource
Once you have identified what content needs to be created, the next step should be identifying how this work will be delivered and executed.
Generally, this means considering the following:
- Budget: Have you established an appropriate budget for this campaign? Will it enable the creation of all assets identified during its audit, or will compromises need to be made somewhere along the line?
- Resourcing: Can it be completed internally? Do you require an agency's services or possess all necessary skill sets in-house?
- Tech: Does the campaign require software like a content management system or personalization tool?
- Deadlines: How soon must this content be created, and will your resources have enough time?
Once you have considered all the above elements and created personas and audited, a plan should include what you wish to create and any necessary resources.
Decide On How You Will Distribute Your Content
Once you have created content and allocated resources, the next step should be determining how you will distribute this material.
Please note whether your message can reach its target audience effectively and consider what platforms and formats might work for distribution.
- Owned: Channels under your control, including websites, emails, blogs, and social networks.
- Earned: Content refers to anything shared, liked, commented upon, or written about by others.
- Paid: content refers to content you have paid for, such as PPC ads or influencer marketing.
Digital marketing strategies typically combine all these tactics. For instance, PR-focused content can garner social shares and coverage; with your budget available to pay for influencer marketing content.
Identify Your Key Performance Indicators
Digital marketing strategies must be consistently evaluated. Key performance indicators (KPIs) provide a means of measuring the effectiveness of strategies or tactics, such as:
- Conversion rates for digital.
- Cost per lead.
- Visitors who return to the website.
- Click through rates.
- Customer lifetime values.
Once your digital marketing campaign is over, a "wash-up" meeting should take place between all involved. Everyone should share data regarding its successes and failures to inform future digital marketing strategies.
Want More Information About Our Services? Talk to Our Consultants!
Digital Marketing Strategy: Final Words Of Advice
Digital marketing is constantly changing, and keeping up can be challenging.
Generating engaging content that stands out from the crowd may prove daunting when hundreds or even dozens of brands are advertising to your target market.
To ensure that your digital marketing strategy delivers results:
- Content that meets the needs or questions of your target audience is an effective way to engage them and get them engaged with what you have to say.
- Take advantage of your network to gain visibility for your expertise.
- Keep tabs on what your competitors are up to.
- Subscribe to Google Alerts for blogs related to digital marketing and other industry blogs.
Refrain from being intimidated by trying something different or abandoning what has not worked effectively; digital marketing strategies provide instantaneous metrics.
Double down on those elements which work and eliminate those which don't.
