Almost all digital marketing proposals include a strategy part which however is often represented by one simple slide and used more than once with little amendment.
A truly working strategy for each company is unique and developed after research, serious analysis and testing. It takes weeks or even months to develop a digital marketing strategy involving complex processes. If you are not experienced developing digital marketing strategy, let me share a simplified framework to help you get started.
Digital Marketing Strategy Definition
A digital marketing strategy is a well thought plan concentrating companies’ resources on the optimal digital channels and tactics in order to generate sales in a self-sustaining manner.
It should include both short-term and long-term plans integrating multiple digital channels, online and offline, to maximize a company’s return on investment.
Step 1. Identify The Unique Selling Point of Your Product
In my experience consulting various brands, a common problem is, what many companies think is their USP is not the same in the eyes of their target audience. Companies must identify the USP from their target customers’ perspective before it can help them succeed in the market.
A few ways to study the USP:
- Conduct market research
- Plan and carry out a user group study
- SWOT analysis
You should not only look at the current market status but also forecast what the trend is.
Once you can identify your USP that truly make your product unique and stand out, you can proceed to the next step of digital strategy development.
Step 2: Personas Development
You should develop sets of personas with each representing the different user types within a targeted demographic, attitude and behavior set.
You should develop as detailed profile as possible for each persona. Here are some examples:
- Job title in an organization (necessary for B2B companies)
- Maritial status
- Interest and hobbies
- Frequently accessed social media websites
- Online time
Once you have identified the USP and personas profile, it’s time to draw the picture of your digital strategy.
Step 3. Finalize Digital Marketing Strategy
With the understanding of the uniqueness of your product and your target audience profile, it’s time to complete the digital marketing strategy.
I often recommend clients develop a strategy to cover the following phases:
- Introduction of your product to the market (brand awareness phase)
- Beat the competition (consumer research, product comparison phase)
- Growth (utilize influencers and advocates to push the success futther)
For each phase, a company need to map out the sub-strategies below:
- Content strategy (including messaging strategy)
- Digital channel strategy
- Targeting strategy
- Sales strategy
Step 4: Test & Adjust
If any of the information you analyzed is not accurate or correct, you have a lot of adjustment work to do. If even there is not, you still need to go through a “test and adjust” process for your digital strategies due to the dynamic nature and fast development in digital space.
A strategy is important and critical in your digital marketing; vital for the growth of your organization. It takes time to develop the strategy; be patient and serious.