4 Easy Steps to a Digital Marketing Strategy
20.10.2015 by Jon
In our last post, we attempted to explain what the term ‘digital marketing’ means. It’s a very broad area, and a quick web search will confirm that definitions can vary, but there’s clear consensus that in an increasingly online world, all businesses need to be using digital marketing.
For some small business owners, the thought of implementing digital marketing can be overwhelming. After all, there are so many digital channels, how do you know where to start? Like so many other big challenges, the best way to tackle digital marketing is to break it down into bite-sized chunks. To start small is better than not starting at all, and the first thing you’re going to need is a digital marketing strategy.
This might sound grand, but it’s really just setting down your plans – however modest, and having something you and others in your business can refer to. To help you with the process, here are 4 simple steps to creating a digital marketing strategy:
Step 1: Decide on your goals
Any process becomes easier as soon as you’ve clarified the outcome you want, and it’s the same with digital marketing. Focus on what you want to achieve – your objective might be to raise awareness, attract new customers, increase sales or something more specific. The clearer your goals, the more likely you are to be successful.
Step 2: Understand & map your customers’ journey
It’s unlikely that your customers just contact you and make a purchase – they will have taken a ‘journey’ to get to the point where they’re ready to buy from you. The more you can know about and understand this journey, the more strategic actions you can take to generate more leads and enquiries, encourage prospects to become customers, and increase repeat purchases.
Step 3: Develop calls-to-action and lead magnets
Calls to action and lead magnets will be important tools in any digital marketing campaign. A call to action is a clear prompt to encourage a visitor to engage with you by taking an action such as requesting a product demonstration or signing up for a newsletter in exchange for personal data like an email address. A lead magnet is similar and can be used with a call to action or on its own. You create a useful piece of collateral such as a downloadable ‘how to’ guide, ‘hints and tips’ or a white paper for example and offer this in exchange for information to get you closer to your prospect.
Step 4: Drive traffic to your website
Your website will be central to all your digital marketing efforts, so you need to focus on attracting as many visitors to it as you can:
- Get social: Find out the social media channels your customers use and post regularly, linking back to your website. Make your posts as relevant and engaging as you can, and use images and video to help grab attention where possible.
- Create quality content: Keep your website up to date with fresh, quality content like blogs, news and white papers.
- SEO: Make sure your website is optimised for the search engines, using relevant keywords and phrases so that it will rank high in search results.
Don’t forget also, that driving traffic to your site is one thing, making sure visitors ‘stick’ long enough to move around and take the actions you need them to is another. Internet users have very short attention spans, so it’s vital to make your home page as ‘sticky’ as you can and keep bounce rates to a minimum. Dense chunks of text are likely to result in a visitor going elsewhere – instead, consider using visual media like images and video to quickly and powerfully communicate key messages and engage visitors.
Do you need help or advice on making digital marketing work in your business? Call us now for an informal chat!