Digital Marketing Strategy Development
Are you allocating your digital marketing budget effectively? Are you getting the most out of your digital marketing efforts? Creating, streamlining, and or optimizing an integrated digital marketing strategy is vital to the success of your company, promoting growth and engaging your audience. Developing and optimizing your marketing processes is important to finding winning campaigns that have significant results on your bottom line. Tracking your ROI (return on investment) is an essential tool for your digital marketing strategy, enabling you to determine what’s working and what needs changing in order to improve results and grow any e-commerce business model. At CAYK, we create a comprehensive marketing strategy, developed with passion and diligence and faithful to the needs and goals of your business. Through continuous monitoring, we aim for constant improvement of key aspects: brand building, site user experience and lead nurturing. Contact CAYK to get the marketing strategy you need and deserve!
What is a Digital Marketing Strategy?
A digital marketing strategy is an actionable marketing plan for expanding your online reach and establishing your business’ presence on the internet. It raises awareness about your business and acts as a roadmap for attracting, engaging and converting customers. What should a digital marketing strategy include: goals, procedures, analysis, timelines, budget, digital channels, and more. It uses specific media and tools to tailor a plan for your unique business, ensuring your marketing efforts are efficient and effective.
What Are the Benefits of a Digital Marketing Strategy?
To develop a digital marketing strategy that’s robust, ensure the approach:
Creates brand familiarity
A good marketing strategy ensures your brand/product/service appears in multiple locations on the internet, in print and possibly on radio and television. It makes certain that the ads describe the product/service and its features and benefits, increasing familiarity and trust in your brand.
Keeps marketing efforts on track
A well-developed digital marketing strategy takes into account how your product fits with the target market, how it compares to other competitors’ products and how consumers react to it. An efficient plan allows your business to adjust marketing to fit your audience’s evolving needs, helping you grow your business.
Determines areas of growth
An efficient marketing strategy helps you see which methods are working best for your business; search engine optimization, Pay Per Click advertising, social media marketing, content marketing and/or email marketing. This data helps you decide which areas to focus on to promote business growth.
Increases customer interactions
The ability to speak with a business directly and instantaneously is a productive way to increase customer trust in your brand and grow your company. An effective digital marketing strategy enables communication through chat boxes, live chats, virtual assistants and personalized emails.
Promotes understanding of competitors
A good marketing strategy includes research into the competition for the purpose of determining what marketing methods work efficiently, allowing optimization of your marketing strategies.
Provides accurate data
With digital marketing tools, you can quickly and accurately measure when an ad is clicked, how many pages a visitor views, bounce rate, when the visitor leaves, how many people view your ad, how many sales result from an ad, average order value, conversions, your return on investment, cost per click, customer acquisition cost, customer lifetime value and more.
Targets the right audience
Through the use of sophisticated digital marketing tools, your company can track individuals’ online activities and demographic information, then use this data to offer specific products/services/content/ propositions that match their needs, wants and interests.
Improves conversion rate
Digital advertising makes it easy to track interactions, allowing you to instantly know who is viewing your ad and what actions they take. Data received is used to refine your ad targeting, copy and/or design, ultimately improving your conversion rate.
Levels the playing field
As money is not the only factor, digital marketing provides a level playing field for everyone, large and small businesses. To determine ranking, ads are evaluated for relevance and quality, allowing anyone to achieve a top spot on the search engine pages.
Gets you more bang for your buck
Digital marketing is affordable and often yields high ROI, allowing companies to scale quickly. Social media and email marketing are particularly cost-effective. With pay-per-click advertising, the marketer only pays when a customer clicks, views, or completes a purchase. Targeting the right audience reduces costs.
Critical Elements of a Well-developed Digital Marketing Strategy:
Before asking how to develop a digital marketing strategy, you should understand that all areas and categories of your marketing efforts need to work together to grow your business in the online landscape. The internet is constantly growing, expanding and changing, requiring continuous updating of your marketing strategy. The following are the six most critical elements of a successful digital marketing strategy:
- Content marketing is the creation and publication of online content. High-value, well-written content attracts, educates, converts and maintains your target audience. It establishes you as a leader in your industry, boosting credibility and visibility. Content may be published in multiple locations and can take the form of:
- Blogs
- Newsletters
- Ebooks
- Case studies
- Product guides
- Social media posts
- Videos
- Podcasts
- Infographics
- Google ads
- And more
- Native advertising (also known as advertorials, sponsored content, or “sponcon,”) is an online advertising strategy that uses paid media. It’s a combination of content and advertising, using sleek and non-intrusive ads that are designed to blend into the website or platform you’re browsing. Native advertising creates an integrated user experience. Less disruptive than traditional pop-ups or banners, it fits seamlessly into the organic content being read without feeling clunky or causing frustration. It takes the form of:
- News and social media feeds such as Instagram, Facebook and Twitter.
- Content recommendations are provided alongside or at the end of an article or web page.
- Promoted search listings that appear at the top of Google search results.
- Pay-per-click advertising (PPC) involves online ads for which advertisers pay each time a user clicks upon them.
- Search engine optimization (SEO) is the practice of improving a website so that it becomes search-engine friendly, attracting organic traffic to the website. SEO includes
- Keywords
- Meta tags
- Content
- Backlinks
- Social media
- Product images
- Social media marketing is the practice of promoting a product/service on social media platforms, and sharing content that builds brand awareness and trust. Key social media platforms include:
- TikTok
- YouTube
- Email marketing is an approach that utilizes email as a way of marketing to and nurturing potential/existing clients. It allows your company to use a soft approach to keeping customers/prospects abreast of new product offerings, discounts, campaigns and other services.
Developing a digital marketing strategy that’s robust
Investing in a digital marketing strategy is one of the best ways to grow your return on investment. A clear strategy promotes continuous improvement, adds focus to your efforts and builds on what is already working. There are a number of steps involved in the process of building a digital marketing strategy:
- Undertake assessment: Crafting a successful marketing strategy begins with a detailed assessment of your company’s current performance. What are your major pain points? Who are your major competitors and how are you holding up against them? What marketing efforts do you currently focus on and how do you implement them? Do you have an existing SEO strategy in place that is supported by useful and engaging content? Is your website mobile friendly and designed to provide an excellent user experience? Can you be easily contacted by form, phone, or other methods? At this stage, dive into analytics to determine what works, doesn’t work and why. Examine the design of your website, the traffic flowing to it, the extent of your social media presence, the effectiveness of your advertising and your ranking in search results. Identify the goals you wish to translate into actionable marketing strategies.
- Map out your strategy: Build a clear strategy based on your goals. Include measurable objectives and tactics that align with these. Focus on the areas that are most likely to drive business growth. Whether you’re a B2B or B2C establishment, the better you can attract the people most likely to become your customers, the more you’ll thrive.
- Define your target audience: Be as specific as possible. Go beyond traditional demographic targeting. Creating a buyer persona for your ideal customer helps get to know who they are.
- Build your content strategy: With your marketing objectives and target audience in mind, create a content plan. Identify the main topics to include and a posting schedule.
- Set key performance indicators and benchmarks: Each action you take requires a clear KPI (key performance indicator) to measure success and a benchmark to determine what you want to achieve. (Example: for email marketing, a KPI might be the email open rate and the benchmark 25% or greater.)
- Execute with best practices: Digital marketing is constantly changing. Be aware of current best practices, tweaking your strategy to incorporate changes needed.
- Nurture, convert and retain: Use strong landing pages to draw traffic, turning visitors into qualified leads, leads into clients and clients into loyal customers. Analyze and nurture your leads. Automate conversions and client retention.
- Analyze and adjust: Run A/B tests to determine what works best. Pivot and adjust as data indicates the need. Don’t be afraid to pause and try again.
At CAYK, we assess the strengths and weaknesses of your company’s existing marketing efforts. We help you set goals and map a route. Through analytics, auditing and reporting, we constantly evaluate performance and make adjustments as we go. Through conversion tracking and detailed technical audits to routine planning and review meetings, we support the growth of your business. Few marketing strategies are developed with the kind of detail, passion, and diligence that we strive for at CAYK. With comprehensive digital marketing experience and a total commitment to the businesses we serve, we’ll be there for you every step of the way! Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants. Contact us today.
