The term “digital marketing strategy” might come across as a neat little insider buzzword for developers and industry experts who are lectured about the merits of these initiatives.
You are told about the importance of SEO; about the necessity of social media; about the currency of online video content; about the requirements of becoming mobile compatible; and about the relevance of leveraging your email client list.
All of this is true, but the context about these strategies matters when standing back and looking at the big picture.
So many companies from domestic and foreign locations will understand what needs to be done, but will fail to recongise why they are undertaking these tasks and where they fit on the business blueprint.
This facet returns us the notion of the strategy: a plan of action designed to achieve a long-term or overall aim.
Just as a chess player considers the ramifications of their initial moves and the reactions of the opposition player (or wider market in this example), crafting a strategy that implements a successful digital marketing agency like SEO Shark endeavour requires a careful and diligent approach.
What does that look like in the real world though?
This discussion will examine the steps for you to take to obtain that blueprint, allowing for clarity in the direction you want your business to head in the online sphere.
Understand Niche Value For Consumers
Before you put pen to paper on a digital marketing strategy, you need to remove yourself from the process and identify why your business exists in the first place. What is the specific niche value that is offered by your brand that cannot be sourced elsewhere? What makes your operation unique and why do you deserve to compete alongside your compatriots to earn the trust and dollars from the community? Answer those core questions first and foremost, because the following steps will expand upon those bullet points.
Develop PPC and SEO Framework
There will be two fundamental theories that a digital marketing strategy must compliment. One is to develop and build upon a pay-per click (PPC) framework that allows the brand to score immediate views and impressions online. The second is to craft a search engine optimisation (SEO) capacity that will earn dividends in the following 3-6 months and beyond. By mixing short-term currency with long-term targets, the business can move forward with confidence.
Aggressively Target Email Client List
There is no need to disperse with your email client list because a digital marketing strategy encompasses non-email techniques. Given the advent of software application tools that maximise viewership, this is a field that should be prioritised and tied in with the campaign at large. Utilise this email list with any news agenda item or new product on the market.
Make Video The Priority
2018 has marked a significant period for businesses looking to make waves with a digital marketing strategy. All of the statistics and studies from peer-reviewed institutional bodies indicates that video content is in a different stratosphere to earning a high click-through rate (CTR) and call to action (CTA) on behalf of the consumer response. Formulate content that is built around video.
The details that are involved with a comprehensive digital marketing strategy can be as dense or as condensed as you wish it to be. The central objective when implementing a plan of this scope is to ensure that the plans are actionable, that it is coherent from top to bottom, and one that allows for growth and flexibility should circumstances change.
The final facet of these initiatives is to earn buy-in from partners and colleagues who will be charged with working through the processes and practices, because they will be doing the hard work on the ground to see this endeavour through.
Fergus Murray is the lead editor for Business News Ledger. Fergus has been working as a freelance journalist for nearly a decade having published stories in the New York Times, The Plain Dealer, The Daily Mail and many others. Fergus is based in Detroit and covers issues affecting his city and New York State. When he is not busy writing, Fergus enjoys jogging.