But when you're growing a business, this ever-changing digital landscape can quickly become an overwhelming one. With a number of other responsibilities and tasks that you need to do, how can you also efficiently create, fine-tune, and maintain an agile digital marketing strategy?
If you're a small business and you're unsure how to jumpstart your strategy, this digital marketing strategy template will help you get there. It includes actionable tips and templates to set you up for success.
A digital marketing strategy is a plan for establishing an internet presence through online channels such as organic search, social media, paid ads, and other web-based mediums such as your website. The goal of digital marketing strategies is to increase awareness about your business and attract new customers to your brand.
A strong digital marketing strategy helps your business achieve specific digital goals through carefully selected mediums. Similar to marketing strategies versus marketing tactics, "digital marketing strategy" and "digital marketing campaign" are also often interchanged. So, how do they differ?
For instance, if the overarching goal of your digital marketing strategy is to generate more leads through social media, you might run a digital marketing campaign on Twitter. You may share some of your business's best-performing gated content on Twitter to generate more leads through the channel.
SEO is one of the most important plays you can make in your digital strategy. It will help you rank for keywords related to your products and get more eyes on your blog content, as well as your educational offers.
Use this digital strategy template to build out your annual digital marketing strategy and tactics. By planning out these yearly plans, you can overlay when you and your team will be executing each action. For example:
Where do you start if you want to develop a digital marketing strategy? It's still a common challenge since many businesses know how vital digital and mobile channels are today for acquiring and retaining customers. Yet they don't have an integrated plan to support digital transformation and business growth, and engage their audiences effectively online.
So, critically, all businesses need to think about the impact of this international phenomenon on customers, production, services, staff, and more. And one crucial aspect of managing and optimizing your business that needs your attention more than ever is your digital marketing strategy.
This is the big picture which you need a strategy to support, but, as we explain on Smart Insights, to be successful in online marketing you also need mastery of the details to compete across the main digital platforms that consumers or businesses use to find and select products.
Before we review the different channels that make up digital marketing, it's useful to simplify since business managers like the owners, finance or operations directors ultimately want to know what they need to invest in at a top level and the returns they will get. There will be a finite budget assigned to online marketing for the year and they want to ensure their team are spending time on the right activities and investing in the right types of media to get a positive return.
When training and consulting on digital strategy and as recommended in our free template, I recommend grouping digital activities in these six areas which each need someone responsible to manage them and improve results.
A focus on each of these is important regardless of the size of business. The pillars help show that success in digital marketing isn't just about digital media and platforms, important as they are. Creating an effective digital experience, messaging and quality content to fuel your digital strategy are all vital too.
Smart Insights developed our RACE Marketing planning framework so that it works equally in B2B and B2C markets. This is the case since it integrates your customers' digital experiences interacting with brands across Reach, Act, Convert and Engage - the full customer journey. You can download our free digital marketing plan template to find out more.
As I've mentioned, success in digital marketing requires mastering the details. In my book I explain how these 16 examples of different types of marketing technologies span 6 digital media channels, plus a range of paid media, owned media and earned media options.
However, to be truly successful, digital techniques must also be integrated with traditional media such as print, TV, and direct mail as part of multichannel marketing communications. More importantly, now more than ever, you need to be able to demonstrate the value of your work.
The purpose of this article is to uncover 10 reasons why you need a digital marketing strategy, but you can read more about the 16 types of digital marketing techniques with more recommendations and examples in Dr. Dave Chaffey's What is digital marketing?
A simple measure of the importance of digital marketing is how much money is spent on digital media. The latest IAB research on Advertising Spend and Revenue shows that in the United States, over three-quarters of media budgets will be in digital media. We see similar figures from IABS in the UK and European, so this is happening globally.
The data shows that, as we would expect social media marketing and search marketing are important digital marketing investments. Yet, the data also shows that digital display and digital video are significant.
The top fastest-growing roles of the past six months, from the highest to lowest rates of growth, are media coordinators, search managers, social media coordinators, search engine marketing managers, media managers, marketing analysts, email marketing specialists, search engine optimization analysts and digital media managers. LinkedIn reports that among other highly in-demand roles are digital account executives, social media managers, digital marketing managers, copywriters and digital strategists.
In my experience, a common challenge is where to start drawing up your digital marketing plan. I think there is a fear that a massive report is required, but we believe that lean planning works best. That's why all our Learning Paths are integrated across the RACE Framework, so you can create one integrated strategy.
Your plan doesn't need to be a huge report, a strategy can best be summarized in two or three sides of A4 in a table linking digital strategies to SMART objectives within our OSA Framework - Opportunity, Strategy, Action. As a Business Member, we can support you to get it right the first time.
Our Managing Digital Marketing 2020 report found that that nearly half of companies don't have a clearly defined digital marketing strategy. But of those who do, the majority have integrated it into the marketing strategy (the second step mentioned above).
I find that companies without a digital strategy (and many that do) don't have a clear strategic goal for what they want to achieve online in terms of gaining new customers or building deeper relationships with existing ones.
Our templates can support you to create more realistic forecasts of investing in digital media and improving conversion rates. Use our RACE digital marketing dashboard to simplify your reporting of Google Analytics goals for monthly reviews.
It's all too common for digital activities to be completed in silos whether that's a specialist digital marketer, sitting in IT, or a separate digital agency. It's easier that way to package 'digital' into a convenient chunk. But of course, it's less effective. Everyone agrees that digital media work best when integrated with traditional media and response channels.
That's why we recommend developing an integrated digital marketing strategy, so your digital marketing works hard for you! With your integrated plan in place, digital will become part of your marketing activity and part of business as usual.
That's why you need to invest in a marketing strategy that works for you and your team, to plan, manage and optimize your digital channels and platforms. Drive the marketing results you need to achieve your business objectives, and boost your marketing ROI.
Every company with a website will have analytics. But many senior managers don't ensure that their teams make or have the time to review and act on them. Once your digital channel strategy enables you to get the basics right, then you can progress to the continuous improvement of the key aspects like brand building, site user experience, and lead nurturing.
Don't forget, Smart Insights Free Members can use our digital benchmarking tools to track your progress from initial to optimized. You can identify where you need to improve by downloading free benchmarking templates like this for different digital activities as part of free membership.
If you can, try to determine why you got the results you did. The facts are interesting, sure, but the reasons behind the data are what can help you tweak your strategy and set meaningful social media goals.
Plan your social media strategy with this step-by-step template (available in Word, Google Docs and as a PDF). This free template will guide you through the process of setting up social media goals, choosing the best social networks to focus on, analyzing competitors and more.
You can use this template as a tool to help sell social media packages to new clients, get buy-in for increasing your social media marketing budget, or to plan and implement a social media strategy to grow your own business.
Every business needs a well-thought-out social media strategy. We all know that when done properly, the ROI, especially in marketing and CRM, is incredibly high. Even with all these facts, it is daunting to try selling a social media strategy to your clients. We have simplified this for you with social media strategy templates that are easy to customize while adding so much value to your presentation. Let us look at the sections in this template to help you develop a killer social media marketing plan. 2b1af7f3a8