What is a Digital Marketing Strategy?
Planning is something we do every day of our lives. Whether it’s for our daily routines through weekly tasks or for our businesses, planning is a part of everything we do. In planning, we often create a plan of attack, aka “a strategy.” When we are putting together something as easy as a family dinner or as extravagant as planning a wedding, we are creating a strategy for how we will be putting these events together. So the question remains, why wouldn’t you want to have a strategy for your business? Why wouldn’t you want to reach your ideal audience online? A digital marketing strategy then, can be described as a plan for how you will achieve your overall goals or long term goals, online.
At SoVerve Marketing Group, the month of August is one of the busiest and for good reason. It is the month where over 90% of our small business clients are in deep preparation for Quarter Four. It is also the month that is reserved exclusively to the conversation of strategy. This is the month that is we utilize to educate all of our community members on the importance of a digital marketing strategy and how the implementation of one is important to the success of your business goals.
Why Strategies Matter
To understand why strategies are important, it is important to first understand what strategies are. The word strategy is defined as a “series of actions that are meant to help achieve your desired goal(s). A strategy can often be considered as a plan, hence why businesses of all sizes and niches start developing a plan to make sure they have a strategy in place in order to succeed.
Strategies, then, matter for many reasons. However, it is clear that one of the biggest reasons is simply because you cannot produce a product or service and believe that your customers will flock to purchase from you without question. You cannot sell to those who do not know your products or services exist. This is why you need to place your product or service directly in front of the consumer. Ideally, your target audience. Another reason is that you should always be thinking about your competitors, because part of your a well thought out strategy will consider your place in the market and how well you are competing it in.
Business executives, entrepreneurs, and individuals use digital marketing strategies as part of their digital marketing efforts to build their brands, build trust, and relate to their audience. This is why you always want to be a step ahead of your competitors, constantly evolving and constantly innovating your services menu or product line. A popular quote by Michael E. Porter reads:The essence of strategy is choosing what not to do. - Michael E. PorterClick To Tweet
This is true in many areas of business, but when applied to marketing, even more so. As you find competitors vying for the same space online, you will find that standing out will be more important than ever. This is where factors like proper brand alignment come into effect. Regardless of whether you have strong competitor presence in your market, you need a strategy. This is not an option.
Three Key Factors To Consider
There are many steps to creating your digital marketing strategy. From building your buyer personas – these personas represent your “ideal” customer(s). These are represented, then, by those who will benefit the most from buying your product or service. They are the ones you will focus on reaching out to through your content marketing initiatives. They are the ones you will engage with via your social media community building strategies. They are the ones you will continue to nurture through your email marketing relationship building plans. You see, the point here is that the in creating your digital marketing strategy, you are in essence creating the framework for three key factors that are essential to the creation of your digital footprint.
To break down these key factors, you simply ask yourself: Who?, Why?, and Where? The definition of these can be determined as follows:
- Who? These are your potential clients, customers, and/or buyers. These can be B2B (Business to Business) or B2C (Business to Consumer).
- Why? These are the reasons why your potential customers need your services and/products. This question answers the needs within their pain points.
- Where? This question helps you determine where your potential customers are located, online.
Understanding these points will allow you to formulate the game plan for the success of your business. A prime example is social media; knowing where to find your ideal client on social media key. With over 2.01 billion active monthly Facebook users to date, for example, it’s safe to say that your target audience could be found there and by implementing your strategy to social you are then maximizing your digital footprint. To recap, we’ll look at the three main reasons why you need a digital marketing strategy.
3 Main Reasons Why You Need a Digital Marketing Strategy
1 | It allows you to hyper focus on who your ideal audience is.
By focusing on your ideal client, you will be able to produce the content that they need. This content will identify their pain points and how your products and/or services can help them.
2 | It allows you to pursue and implement your marketing goals.
When you create a digital marketing strategy, you are creating a roadmap for how you will reach your overall marketing and business goals.
3 | It allows you to formulate a plan for your how to compete in the market.
A digital marketing strategy will keep you to stay competitive in your market and it will allow you to fill voids in your market left open by your competitors.
In conclusion, your strategy should be organized and revisited as often as necessary. These should neither be rushed or duplicated from the direct strategy another small business owner is implemented. Always remember that organic and authentic strategies are best grown from within your own organization. Many small business owners find it hard to determine why a digital marketing strategy is and therefore have a hard time actually taking the necessary steps to then creating one for their business.
Have you already started to recognize who your ideal customer is? If so, how are you implementing your digital marketing strategy now? We would love to hear what your biggest obstacles were with creating your digital marketing strategy. Lastly, don’t forget to follow us on Instagram at @_soverve.