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Digital marketing is becoming increasingly important. People are spending more time online, and marketing dollars are increasingly shifting to digital. With so many options in digital marketing, it is tempting to get into execution mode and simply begin doing. However, investing in your approach is one of the most effective strategies to increase your digital ROI. A well-defined strategy eliminates waste, focuses your efforts, and builds on what is currently working.

Investigate the landscape and evaluate your findings.

A solid approach begins with analysis and examination. This gives you a clear concept of where you’re starting from and how you compare to your competition, as well as a better grasp of your customers.

  • Assess your performance. Begin by reviewing your performance throughout the previous year. Dive into data to figure out what worked and what didn’t, and why. 
  • Assess your competitors. Spend some time researching your competitors’ online presence. Because digital marketing is open to the public, it is simple to observe what your competitors are up to. Use competitive research tools like SpyFu to get a free strategy analysis.

Learn about your customers. Facebook Audience Insights is a free feature from Facebook that allows you to learn more about your audience’s size, demographics, behaviors, and interests. Google Trends is another free tool for tracking search topics and trends over time.

Create a strategy

Create a clear strategy based on what you want to accomplish and how you want to accomplish it. The GSOT strategy framework (goals, strategies, objectives, and tactics) will assist you in aligning your plan.

  • Goals are the things you wish to do on a high level. For example, it could be to increase sales by 5% or to get 200 people to sign up for an event.
  • Strategy is the approach you will take to achieve your objectives. This is typically characterized by the marketing funnel stages – you can choose to focus on awareness, interest, desire, or action.
  • Objectives are quantifiable metrics that relate to your overall goal. For example, if I want to increase sales by 5% this year, I can set a goal of generating 200 leads or meeting 400 people.
  • Your tactics should be in line with your goals. For example, if I need 200 leads, I would use a landing page in conjunction with a webinar and social media to tempt potential new clients.

Setting a clear plan will allow you to concentrate your efforts on the areas most likely to create business success. There is no shortage of things you could do in digital marketing; the problem is determining what you should do.

Identify your intended audience

Digital marketing allows you to execute campaigns with extremely accurate targeting. Be as detailed as possible, going beyond standard demographic targeting. Make buyer personas for your target customer to truly understand who they are.

Create a content strategy

Create a content strategy based on your marketing goals and target audience. This should determine the primary subjects or content buckets to include in your implementation.

Here are five methods for getting content ideas:

  • Return to step one and get inspiration from your competition and customer study.
  • Visit Answer the Public to learn what inquiries people are typing into search engines.
  • Use Instagram hashtags to see what’s trending. Instagram is a terrific source of inspirational stuff because it is highly visual.
  • Examine the Google Search recommendations. This reveals what others are looking for in your category.
  • Check out Pinterest for viral, visual, and widely shared stuff.
  • Select your channels and strategies.

Choose the channels that are most likely to produce the best results once you’ve identified the material that resonates with your audience.

Consider all of the possible digital channels, tools, and techniques. Then, using the technique you devised in step two, prioritize your tasks. Consider how each channel contributes to the achievement of your target and goal. 

Set key performance indicators and performance benchmarks

Too often, firms begin executing but are unable to answer the issue of whether or not they are achieving outcomes. Each activity in which you invest should have a clear KPI that serves as your success metric. Set benchmarks next. What you desire to achieve is your goal. In email marketing, for example, my KPI maybe my email open rate, and my benchmark could be 25% or higher. 

Use best practices when carrying out your tasks

The devil is frequently found in the details. If you skip the execution steps, you might not obtain the outcomes you want. Take the time to ensure that you are following best practices. Digital marketing evolves quickly, and what worked last year may need to be tweaked to function now. Remember that doing a few things well is preferable to doing many things poorly.