What is a Digital Marketing Strategy?
By having a digital marketing strategy, you have a blueprint as a reference point that directs your online campaigns. Your digital marketing strategy should be used when making changes to your website, social media campaigns, email marketing campaigns, digital advertising (PPC) like Google Ads or Facebook Ads or any other instance where you interact with your customers.
The strategy ensures you are targeting people who are most likely to buy your products and services. It doesn’t matter if you reach millions of social media users if you aren’t able to capitalise on your reach. You are essentially shooting in the dark, hoping you hit something.
You need to know if you’re targeting the right audience, using the right marketing channels and that your messaging is reaching your intended audience at the right time. You can remove a lot of the guesswork by having a marketing strategy, which when done right, can give you a competitive edge.
What’s the Difference Between a Digital Marketing Strategy and Digital Marketing Campaign?
Some people use these two terms but are actually very different.
A digital marketing strategy is a blueprint that directs your online actions, while a digital marketing campaign refers to what you are doing specifically methods and actions you use to achieve the goals in your digital marketing strategy.
What Should a Digital Marketing Strategy Cover?
By taking time to construct a digital marketing strategy, it will increase your chances of achieving your commercial goals. The strategy will define steps and events you will take to attempt to achieve to them.
Your digital marketing strategy should take into account the following:
- Your organisation’s previous performance
- Your intended audience
- What challenges the market faces – what demands aren’t being met?
- Branding guidelines
- Tone of voice
- Your competition
- Timeframe with milestones
- Review periods that will assess whether the strategy is working
Although your digital marketing strategy should consider all the above, it does necessarily mean it requires all of them. It depends on the type of business, how it trades and its intended audience.
During a review period, you may find the strategy isn’t working or parts could better. This is a great opportunity to review why and what you your organisation could do to make it better.
What Should Your Objectives Be?
There’s no easy answer for this question. It varies widely on the type of business, your budget, industry, intended audience or how you trying to position yourself.
Objectives can, however, be split into three main categories of short-term, medium-term, and long-term.
Short-term objectives don’t have a definite time range, but as the name implies, shorter than both medium and long term objectives. An example of this could be achieving a set number of new followers within two weeks.
Medium-term objectives could be lengths such as three or six months. In this time you could set the objective of increasing leads.
Long-term objectives also don’t have a set time frame either. It could be as long as a year or more, depending on the nature of the business. Your short and medium term goals should act as an indicator on your long-term objectives.
Digital marketing strategies are different and yours will be unique to your business. There’s no one-size-fits-all, but it provides a vehicle to help ensure your efforts are focussed and if it’s not quite working, you’ll have opportunities to change it.
Need Digital Marketing Strategy Help?
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