We will not get it wrong to state that a major part of today’s marketing strategy is mostly digital. When you set up a business such as roof repair, you bank a lot of digital marketing strategies to help you in driving the much-needed customers to convert them. Consumers and businesses alike are always online and on the go. However, when you are growing a business, it seems to be an ever-changing task because of the dynamic nature of the digital landscape. With a lot of things, you need to get right, how can you achieve and maintain an agile digital marketing strategy?
Understanding Marketing Strategy
It is important to understand how a marketing strategy differs from a digital marketing strategy before you can think of implementing one for your company. A marketing strategy is a plan for reaching a specific marketing-related goal, in a very focused and achievable way. It takes into full consideration what your business is currently doing well as well as what you are missing in regards to the objectives you set.
Depending on the scale of your business, your marketing strategy may include several moving parts each with different goals. With that put in place, working on your strategy can be a very challenging task. On the other hand, a digital marketing strategy is a plan that helps a business achieve specific digital goals through carefully selected online marketing channels such as paid, owned, and earned media.
To create an actionable digital marketing strategy, here are some things to keep in place.
Build your buyer personas
For any marketing strategy be it digital or not, you must have a good understanding of who you are marketing to. The best digital marketing strategies are those built upon detailed buyer personas, and your first step is to create them. Buyer personas are a representation of your ideal customers and can be created after researching, surveying, and interviewing the target audience of your business.
Craft your Goals
You need to identify your goals and digital marketing tools you will need to help you get to the level required. Whatever digital marketing goal you want to achieve, you must be able to measure the success of your strategy with the use of digital tools on your side. Additionally, make use of data and analytics to guide you to make the right and best decisions for your business.
You need to audit and plan your owned media campaigns. At the heart of digital marketing is owned media. Nearly every message of your brand can be classified as content – whether its product descriptions, infographics, blog posts, podcasts as well as social media posts. Content will help you to convert website visitors into leads and customers while at the same time improving the online presence of your brand. When your content is optimized for search engines, it can become very efficient in boosting your search and organic traffic.
You will also need to perform an audit on your existing content. Go ahead and make a list of your existing owned content and rank each item according to what has previously performed best to your current goals. You should also be able to identify gaps in your existing content. This can be facilitated by the buyer personas you have.