HOW TO STRUCTURE A SUCCESSFUL DIGITAL MARKETING PLAN?

Whether it is Indian market or international, there has been a considerable shift in digital marketing. These changes are expected to get more dynamic in the coming years, and new advancements within the digital space will start taking momentum.

Marketing has become tougher than ever before. It has become difficult to acquire new customers because of varying attention spans, increasing competition, changing preferences, economic challenges, and rising costs. Moreover, there is a great risk of losing your old customers to digitally advanced businesses.

So, it is important to step forward and adapt to these new digital challenges. But before you achieve marketing success online, you must know what digital marketing is, and how you can create successful online marketing strategies.

What is a Digital Marketing Strategy?

Plan or action followed across the digital platforms by the marketing team of an organization to achieve a specific organizational goal is defined as Digital Marketing Strategy. These goals can be both short-term as well as long-term goals. This goal can be achieved via various channels such as earned media, owned media, and paid media.

Digital Marketing Strategy v/s Digital Marketing Campaign:
What’s the difference?

People, including marketers, often think that ‘Digital Marketing Strategy’ and ‘Digital Marketing Campaign’ is one and the same thing. But actually, there is a lot of difference between the two.

A digital marketing strategy is an approach you take to meet your company’s business goals. Whereas, digital marketing campaign is what you use to achieve the goals of your digital strategy.

So, without a well-defined digital marketing strategy, you cannot run a successful digital marketing campaign, and hence can’t meet your business objectives.

Tips for an Effective Digital Marketing Strategy

Digital market space is getting competitive with every passing day. Old practices are dying and are getting replaced by new ones. As the market space is getting crowded, it has become difficult to achieve visibility. If you want your business to survive in the digital space today, you need to keep yourself updated with the latest digital marketing trends and adopt the best internet marketing strategies.

Here are some actionable tips that you can follow to create an effective online marketing strategy that will help you achieve your goals:

1. Use Data-driven Insights

A data-driven digital campaign strategy is bound for success because it runs on information derived from analytics. It does not rely on hearsay and assumptions but on facts and figures.

This data should be incorporate extensively in your business model. Many startups and established businesses have already started welcoming it. Not convinced? Let’s check out the advantages of using data for marketing:

  • Data helps you identify which marketing channel is performing the best and hence can be most profitable for your business.
  • Data helps to identify who your target customers are, and what stage of the buyer’s journey they are in and hence create buyer personas.
  • 2. Create Engaging Content

    A successful online marketing strategy revolves around a good content as you cannot advertise your products and services without content.

    Google not just looks at the quality of the content, but also want the content to be ENGAGING and INFORMATIVE. If you are able to provide the same, your brand will rank higher in its search engines. Additionally, your content should add value to people, so that the people reading your content are compelled to share the same.

    Here are some useful tips to help you create engaging content:

  • Analyze what type of content has received the best response from your audience. Based on the analysis, customize your next content accordingly.
  • Do check user feedback and try to incorporate them into your upcoming content.
  • Repurpose existing content into engaging videos and podcasts.
  • 3. Communicate your message using visual aids

    The best way to communicate your thoughts and message is through visuals. Visual content receives more engagement than content without images. One should incorporate featured images, infographics, and videos in their marketing collaterals

    Studies shows that 80% marketers use visual assets including photos, graphics, infographics, and videos in their social media marketing campaigns.

    4. Listen to your customers

    An important part of your digital marketing strategy framework is listening to your target audience. The hallmark of any successful marketing campaign is staying in tune with your target audience at all times. Here are some ways you can listen to your customers

    Here are some useful tips to help you create engaging content:

  • Monitor social conversations to keep track of what your audience is saying about your brand. Insights driven from these conversations will help you in rebranding and improving your marketing campaigns.
  • In social media conversations about your brand and product, play a proactive role. Respond to both positive and negative comments to make your audience feel like they’re being heard.
  • 5. Identify & use the most profitable online marketing channels

    Exploring the best online marketing channels available is a successful marketing mantra. It is also a good idea to use analytics to identify the areas where you’re receiving the best results.
    For example, for eCommerce websites and retail companies, social media platforms are one of the most profitable online spaces to market their business. For startups trying to become an authority in a niche, a focussed approach to Quora marketing may be more profitable. The goal here is to pursue a marketing platform that works for you.

    6. Audit existing assets to improve your web marketing strategies

    To create a successful internet marketing strategy that works, you need to work on it and improve it continuously. This won’t be possible without auditing.

    Here are three different types of media you should consider while auditing:

  • Earned Media: Since in this media, someone else writes about your business so you should audit regularly to monitor what people are saying about you. Doing this will help you make a plan of action and make desired changes in your strategy if needed.
  • Owned Media: Since owned media belongs to you, you can easily track and audit owned media without putting in the extra effort. Then you can do the needful and make changes in your marketing strategy accordingly.
  • Paid Media: Since you’re investing money into these ads, you need to track its feasibility and whether your paid ads are fetching results and desired business goals.
  • 7. Track Results and Optimize your Digital Marketing Campaigns

    Performance of your digital marketing campaigns decides the fruitfulness of your online marketing strategies. You need to constantly monitor each campaign, analyze its progress, and identify the changes you can make to it in a timely manner.

    Things to consider while tracking the results of your campaigns:

  • Check if you’re getting a visible Return on Ad Spend (RoAS).
  • Evaluate the reach and impact of your campaigns. Check if your advertisements are reaching your target audience and how your target audience is interacting with your ads.