Digital Marketing Strategy brings together several tactics allowing the organization to reach its targets (or customers) when they use electronic devices and its capacities are multiple ranging from simple information sharing to sales while improving the customer experience.
The main objectives of the digital marketing strategy are therefore the acquisition of traffic directed to the website or social network accounts, the engagement of prospects, the conversion into customers, loyalty, and, ultimately, the transformation of the customer into an ambassador.
Here are some questions that you need to ask yourself before creating a digital marketing strategy for a brand.
Warning: this list of questions is not exhaustive and some can be studied at different times without following a predefined order.
Strength and Weakness Analysis in Digital Marketing Strategy
It seems very simple, and your offers, your market, your positioning, your competitors, your strengths and weaknesses, … are all factors that will influence your digital strategy and the means that you will have to implement to make it effective.
A complete and partial analysis of your environment is the first element to take into account when implementing your digital strategy:
- What are my offers?
- What are their competitive advantages?
- What is my position? Compared to my competitors?
- Are my offers / my brand known?
- What are my strengths and weaknesses?
- What are my competitors doing
Digital Marketing Strategy: Target Customers
Before even defining the main lines of a digital marketing strategy, there is another essential and often overlooked preliminary step: knowing your future users/customers.
Understanding who they are and their motivations are necessary prerequisites that will allow you to address them at the right time, in the right place (levers) with the right message (advertising).
Generally, in the digital marketing strategy, it is necessary to define “personae”. A persona is a fictional person, a stereotypical individual representing a typical user profile. Each persona represents a homogeneous group of users or customers.
This knowledge of your users will then allow you to adapt your entire digital marketing strategy to the different customer journeys (acquisition levers/attribution models/conversion tunnel/advertising messages/targeting
Key Performance Indicators (KPIs)
Beyond the macro definition of your objectives (sales, leads, turnover, etc.), it is necessary from the outset to reflect on your digital marketing strategy to have a precise vision of the performance indicators that you are going to follow and their evolution over time:
- Conversion volume (Leads / Transactions)
- Conversion quality
- Turnover (Global / customer)
- ROI: Profitability of advertising campaigns:
- ROAS: Return on investment of advertising expenditure:
- Cost of Acquisition (New Customers)
- LTV Long time value (value of a customer at X months)
Depending on your sector of activity, this list of priority and secondary KPIs must be established as precisely as possible. This is all the more important since it will then be necessary to validate or not the availability of the data allowing their analysis.
Projected Digital Marketing Budget
The question often poses a problem when it comes to defining the projected marketing budget. Indeed, the budget plays a capital role in the implementation of the digital marketing strategy and the achievement of the objectives.
A restricted budget implies choices so as not to dilute it too much (fewer acquisition levers/campaigns) and requires reaching a maximum ROI on the existing levers or campaigns before being able to exploit others.
A large budget makes it possible to maximize the use and effectiveness of acquisition levers/campaigns and to carry out a greater number of tests to exploit areas of growth.
Be that as it may, it is essential to calibrate the budget as well as possible according to its objectives, otherwise, it will be very difficult to put in place a profitable digital marketing strategy in the short, medium, and long term.
Are digital devices suitable for my targets?
Are my website or my mobile application suitable for my future users? Is my conversion tunnel optimal to allow the user to go all the way?
Very often these questions are left unanswered and the default answer is yes… except that, you can put in place the best acquisition strategies, without an effective site, the objectives will be very complicated to achieve.
Knowing how to define an effective digital marketing strategy also means putting yourself in the shoes of the users of your website or mobile application and testing its limits.
Too long loading time, bad display on mobile, too long or incomprehensible purchase tunnel, and CTA that does not work or that sends to the wrong place, are all factors that will penalize the experience of your users and therefore the rate of converting your digital devices.
To disregard the user experience is to deprive yourself of a large number of future customers, especially since any disappointed user will be a lost user. The choice being plethoric in certain areas, the user will undoubtedly be able to find what he is looking for on a site that places him at the center of his strategy.
Where and how should I address my future users?
Once we know most of our users, we have to find them where they are. Sometimes active, often passive, these are my future users.
An active user is a user who searches for himself by very often going through search engines or other levers.
A passive user is a user who will be addressed at a time when he is not actively searching… on social networks for example.
Understanding this behavioral difference is essential, especially when the question of the budget is raised. Which acquisition levers, which advertising messages, which advertising formats, which targeting to favor (socio-demographic, by interests, behavioral, etc.) are all questions to ask yourself to effectively address your future users/customers.
In the event of a limited budget, you will not be able to set up everything efficiently: always favor the simplest and avoid segmenting your budget into too small pieces.
Finally, take the time with your customers to communicate mechanisms with the potential expectations of your users, especially when setting up your remarketing campaigns.
So many questions and answers that you have to know how to anticipate to react effectively without jeopardizing your budget and your objectives.
Also, don’t forget to plan test phases that can allow you to validate or not the assumptions of strategic orientations, for example
- a test budget on one or more new levers,
- a new landing page for paid acquisition campaigns,
- some A/B tests of advertisements,
These tests can give you alternative leads when making your strategic decisions.
Conclusion
If you think that the above questions will ensure you have an efficient long-term digital marketing strategy, you are making a huge mistake because everything is changing rapidly on daily basis your market, your users, and your acquisition levers.
Get a professional and Super Digital Marketing Strategy by a Digital Marketing Company in Lahore
All these changes must be monitored, analyzed, and challenged regularly to structure and update your digital marketing strategy. Don’t be afraid to ask yourself these same questions several times in the short, medium, and long term. The answers will necessarily change your digital marketing strategy.
Written by: Imran
I was very pleased to find this site. I wanted to thank you for your time for this particularly wonderful read!! I definitely savored every little bit of it and i also have you book-marked to see new stuff in your site.