Updated: Sep 11, 2020
We create a step-by-step guide to help you develop a professional Digital Marketing Strategy and turn complicated process in a routine list of tasks, check it out!
You know your clients better than anybody, however it does take a couple of tricks and a lot more patience and discipline to make your business reach them online. In this article we will walk you through the process of creating an Online Marketing Strategy that will allow you to organize your Online marketing for a long-term success.
What is a Marketing Strategy?
Marketing Strategy is all about identifying who you want to reach and how to reach them. It also includes a cadence of what you will be doing (e.g. content) and how will you do it (e.g. through SEO, Paid Search, Social Media Ads etc). But we will speak to this in later articles.
Why do you need a Marketing Strategy to win?
Because it will organize your efforts and will help you keep them this way. Knowing what you are doing strategically will be a master plan of your day-to-day efforts. After all, consistency is the key. Check out this article to see how consistency is a crucial factor in Digital Marketing.
The way strategies work:
User does an internet search for your product. Because you have strong SEO, great content or do AdWords advertising they will get to your web site
Based on the actions they took on your web site you will remind about yourself to them on Facebook, Display, with a video or an article that will deliver additional value to them
You will make an offer to close the deal
Here is a step-by-step guide on how to create a custom strategy to guide your website visitors to the purchase:
Step 1 Identify your audience
Step 2 Outline their journey to purchase
Step 3 Pick proper marketing channels to reach your audience (e.g. SEO, Paid Search, Social)
Step 4 Create schedule
Step 1 Identifying Your Audience
You know who your clients are. Where they come from, what they value about your product or service. But it’s unbelievable how much extra value you can extract once you put it on paper.
The goal here is to identify your audience and the role they play in decision-making process.
Take a look at the questions below, keep in mind that you likely have more than one audience.
Every business will likely to have 2-3 main customer groups (aka customer personas). We recommend completing questions below for every one of the groups as you may need to market to them separately.
Who is your perfect client?
What is their age?
What are their values?
What makes them buy your product?
Are they the decision makers?
What is their journey to purchase like?
How much research do they do before making a purchase?
How fast do they make a decision?
What are the most important criteria when making a purchase decision?
How technically savvy is your audience?
What devices do they use?
Step 2 Outline Customer Journey to Purchase on the Web
I know this sounds vague, but this step allows you to identify what, where, when and for how long to serve your potential clients to catch their eye as they are moving closer to making a purchase. In other words, how to reach the right people with the right content.
“We think about this step as customer service on steroids, scaled up to cater to a large audience”
Marketing yourself online is a way to extend your customer service, and as we all know customer service is an important pillar of making a purchase.
On a side note, if you have Google Analytics installed on your website, it will be a huge help on this step. If no, consider installing it, it's an absolute must in 2019!
Agencies & large businesses follow this approach to mapping Customer Journey Online:
Discovery - Consideration - Purchase
What prospects are looking for?
Discovery - Learning more about products and options
Consideration - considering different characteristics & what is the best fit
Purchase - the best deal
What you can do on this stage:
1. Discovery - You can establish your image as a professional with them and be on the list of companies they reach out to
2. Consideration - guide them through decision making process. In person or online, provide them with information. If they already visited your website, use remarketing!
3. Purchase - make an offer to close the deal!
4. Post-purchase experience - offer them service, get them to leave you a review, offer a discount for their friends!
Step 3 Pick The Right Marketing Channels
Now that we understand who we are catering to and how they move to purchase, we will select marketing channels that will work within the strategy we outlined in the previous steps.
Now the channels. Here is a killer set:
Research what content your users want
Consider listing your website on on industry-relevant listing websites and directories, for example this directory is a great place to find top Digital Marketing Agencies
Come up with 5-10 topics and break them down on sub-topics
Develop a content strategy
What to post
How often to post
Social (check out out guide to picking the right Social Media channels)
Promote your Social Media posts to reach more people
Not a marketing channel itself, but remember, when marketing online web site is your storefront, one of a few things that will make an impression. Check out this guide to the best web design practices in 2020.
Paid Search (AdWords) works great on this stage
Hopefully by this time you are already directly in touch with the prospect
Remarketing (based on users that submitted a form or called you already)
Remember, whatever channels you pick for your marketing, content will always be important.
Checkout our guide to creating the right content.
A very important question to ask yourself here:
“Is my product purchased through a lot of research and evaluation or is it more of an impulsive purchase?”
The answer will inform the goal of your content.
If your answer is “reasearch” then your content should lean more towards informing your audience about the products/services you provide.
In case you are offering something that is more of an impulsive purchase, then you need to lean more towards branding and lean more towards creating an image for your product/service.
By no means you need to pick one or the other, however you need to understand what would catch an eye and provide value to the audience that consumes your content.