What is Digital Marketing?
Digital marketing uses online channels and tools to promote products and services. As the popularity of the internet continues to grow, digital marketing has become one of the most effective ways to publicize a business and help it succeed. Knowledge of digital marketing can be an asset to entrepreneurs and owners of businesses large and small, and many companies are hiring Digital Marketers to conduct research, build brand loyalty, and create community. Digital Marketers also analyze data collected from online marketing efforts to make a business more efficient and profitable.
Because it is based on data, digital marketing is highly targeted and measurable. With digital marketing, you can adapt and make changes in real-time to reflect your advertising. You can also create targeted ads to ensure products and services reach an interested audience.
Using analytics, you can quickly tell how many people see your ads, how they react, and what action they take. Measuring your success (and where you need to improve) can help overall strategy. Plus, digital marketing levels the playing field, allowing businesses of any size to compete for clicks. Additionally, there’s a low barrier to entry: you can start your paid digital marketing campaign for a minimum amount and build as the company grows.
create a digital marketing strategy in 10 steps
For a quick overview, here is how to create a digital marketing strategy in 10 steps:
- Step 1: Create a customer persona
- Step 2: Identify your goals and tools
- Step 3: Focus on blogging
- Step 4: Evaluate existing digital marketing channels
- Step 5: Automate marketing
- Step 6: Nail mobile optimization
- Step 7: Make it easy for customers to reach you
- Step 8: Use the right technology
- Step 9: Confirm your differentiators
- Step 10: Track your progress
How to create a digital marketing strategy in 10 steps
Now that you know a little about the latest digital marketing strategies and principles, it’s time to learn the basics on how to create a digital marketing strategy of your own—even if you’re just a beginner.
From personas to the right tools, there are plenty of things that can help or hinder the success of your digital marketing strategy. Here’s the foundational work you need to make sure your strategy works well, including our favorite tools and software.
Step 1: Create a customer persona
Previously, digital marketers collected qualitative and quantitative information about the target audience that included age, gender, occupation, interests, and location. The definition of the potential customer has been taken to another level recently, with buyer personas taking over. Now, the best digital marketing strategies are incomplete without them.
Buyer personas are a term used to describe the ideal customer that can be defined by surveying and contacting the pre-defined target group. The latest digital marketing strategies begin with defining your own unique buyer personas. You can search for many free templates online to get started.
Step 2: Identify your goals and tools
Every professional marketer knows how important this stage is. Without goals, a digital marketing strategy simply will not work, so defining them is your main task. Make sure that the goals you developed are suitable, and make them measurable.
Example of a weak marketing goal:
Increase the conversions on the website next year and create two promotional offers.
What is wrong with this goal? Right, it is non-measurable! How do you measure your progress using this goal?
Here is how it should have been formulated:
Increase the conversions on the website by 20 percent in the first quarter of 2022, and create two promotional offers: free marketing report and a marketing book. Have them online by February and March respectively.
There, measuring the progress becomes possible now. It’s how to create a digital marketing strategy that actually delivers.
Step 3: Focus on blogging
Blogging has been around since the 90s, and yet the latest digital marketing strategies still include blogs. Why? Because blogging is one way to create quality content for a site and expand your reach, and creating high-quality content is important for any digital marketing strategy.
Blogging performs some critical functions, including bringing more traffic to your website, reinforcing social media presence, positioning against other companies, and ranking all those long-tail search queries and keywords.
If you have a regularly updated blog that the visitors find useful, it means that your website will be easily found through the search engines and can be used as a platform for your online advertising strategies and marketing campaigns. If you don't have capacity to tackle blogs in-house you can look into blog writing services for support.
Step 4: Evaluate existing digital marketing channels
Analyze the digital assets and channels that you are already using, including website, blog content, social media account, word-of-mouth, native advertising, Google Adwords, paid advertising, and so on. Ask yourself: how effective were they and how can they be used next year? Which online advertising strategies can be refined or dropped?
It is okay if your future digital marketing strategy process does not incorporate all of these elements, but it sure should use those that were the most effective in the previous year. For example, if a landing page you recently created has been effective in generating leads, use it again but improve it as much as possible. The same applies to other assets and channels.
Step 5: Automate marketing
Marketing automation is huge, and it’s only getting better with the new technology and software being incorporated into the latest digital marketing strategies.
Today’s leading marketing automation platforms can do wonders for your digital marketing strategy, making it easy for you to automate activities such as content marketing, email marketing, lead generation, and more. Plus, it’s easy to find marketing automation platforms that are integrated with your company’s sales CRM, which improves the entire sales process.
If your company is still not on board with automated lead generation, make sure you add it to your digital marketing strategy this year.
Step 6: Nail mobile optimization
If you want to know how to create a digital marketing strategy that is fully optimized for 2022, the answer is to take mobile devices such as smartphones and tablets into account. It’s a mobile-first era (Statista), and there’s no excuse for not improving your site for a wonderful mobile experience.
Mobile optimization includes page speed, site design, and various other search engine optimization practices to ensure that people who come to your site using a mobile device have a good experience.
Review your mobile responsive design and email templates to ensure that you are using the latest methods and provide only relevant and latest data.
Step 7: Make it easy for customers to reach you
Online business is all about connecting with potential customers, so traffic on your website should be high to ensure positive outcomes. Your digital marketing strategy therefore should ensure that your leads and visitors are not exerting unnecessary effort to connect with you. Engaging with your customers is invaluable for your business.
To eliminate the unnecessary effort, you should ensure that landing pages do not ask for irrelevant data. Make CTAs clearly visible on the landing page and other pages on the website.
Step 8: Use the right technology
A marketing effort is wasted if an ineffective or inappropriate technology is used.
The best digital marketing strategies include tools such as marketing automation software as well as sales intelligence tools such as the Snapshot Report by Vendasta. There are tools that can help you during every stage of your strategic process, including ones that help you identify your goals and help you track where your visitors are coming from.
Step 9: Confirm your differentiators
If your company is not different from your competitors, you should not expect high profits. Make sure you change (or reinforce) your difference from the others by talking to your customers and asking them why they selected your company.
Every company has a unique selling proposition, an attribute that sets you apart from the competition. A key part of your digital marketing strategy includings doing the research and working to find out what that is. Then, fix your existing differentiators if needed. Incorporate this message into your digital marketing roadmap.
Confirming differentiators is how to create a digital marketing strategy that is truly custom-tailored to your offering.
Step 10: Track your process
Constant monitoring should be provided to ensure that your digital marketing strategy is working effectively. This is done by assigning teams that would deliver this task. Remember to learn from the mistakes and always find improvement opportunities!
There is a lot of work involved in designing a digital marketing strategy process, but an effective and well thought-out plan will make it much easier.
At Vendasta, we specialize in an end-to-end platform for companies who sell digital products and services to small and medium businesses. This includes our white-label marketing services you can resell under your own brand. We have the software and tools along with a team of in-house marketing strategists and content creators that help identify and create the best digital marketing strategies that deliver results.
What Can You Do with Digital Marketing?
Marketing has changed drastically since the advent of the internet. While early ways to promote a business included yellow page listings, print advertisements, and ads on buses and billboards, many marketing efforts have now moved online. With digital marketing, you can adapt and make changes in real-time to reflect your advertising. You can also create targeted ads to be sure your products and services reach an interested audience.
Digital marketing efforts are highly measurable. Using analytics, you can quickly tell how many people see your ads, how they react, and what action they take. Measuring your success (and where you need to improve) can help you develop your overall strategy. Plus, organic digital marketing levels the playing field, allowing businesses of any size to compete for clicks.
Additionally, there’s a low barrier to entry to advertise with digital marketing. You can start your paid digital marketing campaign for a minimum amount and build as your company grows. Digital marketing offers the unique chance to control where you spend those crucial advertising dollars.
What Are the Most Challenging Parts of Learning Digital Marketing?
Digital marketing is not necessarily hard to learn, but it does take time, effort, and persistence. If you’re unfamiliar with search engines, data analytics, or content management, you can expect to feel a bit overwhelmed at the beginning, especially if you are trying to learn digital marketing on your own. However, it is important to keep trying. This is where classes can be a real sanity saver.
One of the things about learning digital marketing that can be challenging is the amount of information you need to read and process. You need to become familiar with powerful tools like Google Analytics, SEMRush, and Moz, which will involve much reading and practice. Once you begin grasping digital marketing basics, it is also a good idea to read blogs and listen to podcasts to discover the latest developments in this ever-changing field.
Another challenge is learning the vocabulary of digital marketing like SERP, KPI, PPC, and CRO. Not only will you need to know the language of digital marketing, but marketing principles in general. Most people find that the best way to learn this information is by taking a class.
Another advantage of taking classes is that you will have an instructor who is already familiar with the field and can steer you in the right direction. It can be challenging to wade through the many YouTube videos on digital marketing and figure out the best way to do things when you are just starting. Having an expert help you saves a lot of time.
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