Digital Marketing | New One Marketing

 

What is a digital marketing strategy?

A digital marketing strategy is your plan of action to achieve a business goal through online marketing channels. It focuses on explaining the what and the why behind what you're trying to accomplish. When determining your digital marketing strategy, you want to ask yourself the following questions:

1. What are our goals?

2. What are our objectives?

3. Who is our target audience?

4. What are our Key Performance Indicators (KPIs)?

5. What is my time frame?

Not only is your digital marketing strategy the framework that informs your plan, but it also helps you determine which digital platforms, media, data, and tech will be required. If you're thinking about executing a digital marketing campaign or larger initiative, having a strategy in place is critical to success.

What are the types of digital marketing?

Before diving straight into how to build a digital marketing strategy, let’s walk through the digital marketing mix. You can’t build your strategy without first understanding the key components that contribute to it.

Have you ever heard of the digital marketing trifecta? It highlights different areas that contribute to your digital marketing efforts. The trifecta is broken down into three categories: earned, owned, and paid media.

• Earned media includes article mentions, social media shares, reposts, and reviews.

• Owned media includes your brand’s websites, mobile sites, blog sites, and social media channels.

• Paid media includes pay-per-click (PPC) ads, display ads, retargeting ads, paid influencers, paid content promotion, and social media ads.

Create buyer personas

Buyer personas—also called customer personas—are fictional customers that represent your target audience. A persona profiles who the customer is, what they like and dislike, and their general motivations or frustrations. This can include:

• Demographics: Factors such as age, education, and gender

• Firmographics: Organizational characteristics such as revenue, industry, location, and the number of employees (typically only used in B2B marketing)

• Psychographics: Factors such as personality, lifestyle, opinions, and goals

• Behavioral: Metrics that help identify how a customer interacts with your brand, such as customer loyalty, seasonal buying patterns, or how they use your product or service

• Geographics: Where your customers are located, including international, national, or regional customers

By looking at buyer personas, you’ll have the information you need to create messaging that resonates with your customers. 

It’s likely you’ll need to create multiple buyer personas—one for each type of person who buys your goods or services. Audience segmentation will help you better target specific sections of your audience.