7 Steps in Creating a Strong Digital Marketing Strategy
Digital Marketing Strategy….Yes, speaking those words can cause heart palpitations because of the overwhelming thought of implementing something new.
As a business owner, no matter how small or large your business is, you should start thinking about a marketing strategy. It’s never too late to start implementing a new plan of action for your business. You can create a 30-60-90 day plan and then build on a 1-year, 5-year, or 10-year plan. If creating and planning your marketing strategy overwhelms you, you should be working with a Digital Marketing Strategist.
What’s a Digital Marketing Strategist? Well, I’m a person who can take a peek into your business world and help you create a unique strategy that you can quickly implement. As a strategist, I look at your business and help you implement a unique strategy to get you started, OR I will help you brainstorm your current offerings and decipher where your energy should be focused. Another thing a strategist can do is look at your current business model and create new, unique ideas that could help you grow your business. There may be items you haven’t realized you're wasting your time on, or maybe you need to tweak something.
Today, I want to share my 7 Steps to creating a successful Digital Marketing Strategy. This is the exact strategy that I have started sharing with my clients to set them up for success!
1. Create a Digital Marketing Plan of Action
You need to have a plan in place to have a clear vision to start achieving your goals. You don’t know what projects need to be prioritized. You don’t know the actual value of your offers. You don’t know who to reach to start building an email list or engagement on your platforms. Without a plan, you don’t have a strategy to grow your business.
What happens when you have a plan? Amazing things can happen when you have a strategic plan or roadmap for your business. What are the perks? Well, you will have direction and focus for your business. You’re not creating unnecessary content, funnels, ads, or whatever it is you would be wasting your time or money on.
You will have specific goals and a way to measure the results. If you build your email list, you will aim to have a certain number of email addresses by a specific timeframe. If your goal is to sell a certain number of content offerings or products, you will set a plan so you know how much marketing will need to be done to hit that goal.
With a plan, you can create a unique value ladder, discover your targeted audience, and discover the necessary building blocks to implement your plan. Will you need a Lead Generation or Sales Funnel? Will you need online advertising? Would you happen to know where your audience is hanging out at? All these things will become a part of your overall plan of action.
2. Create A Brand That Resonates With Your Business Representation
You want to create an emotional experience for your potential audience. If you ONLY want to work with a specific audience, you must narrow down what resonates with them. This is why I always recommend working with a Graphic Designer or Brand Strategist. This individual can help narrow down what message your branding is trying to tell people. This should include brand colors, fonts, logo, tagline(if you want one), social media headers, website wireframe, and whatever else is recommended for your specific brand.
Your brand identity across different platforms needs to be cohesive. You aim for your business to become reputable, knowledgeable, and professional. Part of your strategy should be creating a cohesive brand across multiple channels. As you’re growing your business, it’s developing a reputation. As you start to market your business to your audience, you want your potential audience to recognize who you are, what you represent, and what your business is about. You want your business to make a name for itself, but you must give it a face. You want your brand to have a positive and respectable reputation.
The most important thing you need to do while building your website is place your Facebook Pixel and Google Analytics. Even if you’re not running ads, put this little bit of code on your website to help measure the traffic your site is receiving. This will be important when building your audience in the future, so you should do this.
3. Building An Audience
If only the old approach worked... “If you build it, they will come.” Every business starts with zero followers and zero subscribers. So let’s start with defining what an audience is:
An Audience is:
- A person that reads your content and actively seeks out new content created by you.
- A subscriber to every content upgrade purchases everything you offer and followers you on all your social platforms.
- A person that opens every email address.
- A person who engages in your Private group or other social media platforms.
But how do you discover your audience...To find your audience, you will need to spend some time researching. Go back to what your business is about, and think about how you could serve a potential audience. What content are they searching for? What solution are they needing? Where are they hanging out at? What are they reading? Who are they following on social media?
Once you have a general idea of who you’re trying to connect with, you can start interacting with and engaging those individuals.
Remember, a perfect audience isn’t created overnight; it takes time and research to narrow down.
Also, one small word of advice, don’t start advertising on Facebook without knowing who your audience is. You will only be throwing money down that drain.
4. Interacting With Your New Audience
Now that you have narrowed your audience, you want to focus on giving them an experience. With any business, you need to start reaching these individuals and interacting. The BIGGEST thing you should focus on is building valuable content and resources.
You don’t want to start off with a sales funnel or offer. You haven’t created or nurtured this audience enough YET, but you can offer them your blog/vlog content. You can offer them your free content upgrade to get them on your email list. You want your audience to develop a relationship with you and trust the content you’re putting out there. Eventually, you can offer a personalized marketing experience to encourage these people to purchase your most extensive, most valuable offer.
Make your audience want to come back more consistently. Create a blog or vlog, utilize Facebook Live, invite your audience to interact with you in a Facebook Group, YouTube Channel, or whatever platform you’re already comfortable with using, and start using it.
5. Engaging Your New Audience
Have you ever sat through a seminar or webinar and couldn’t keep your eyes open, or would you draw on your notebook instead? That means the speaker wasn’t engaging you. It probably wasn't exciting, nothing exciting, nothing of great value, nothing that kept your attention.
Do you see a pattern?
To engage your audience, you must build and nurture your community. You should hire your community with live videos, exciting content, responding to their comments, or whatever else you feel is necessary to retain community loyalty. Your content upgrades should contain valuable information without giving them the kitchen sink. Your email subject line should make them want to open it and read whatever you send them. Please provide them with a private group where they get an exclusive opportunity to interact with you. Please show them your everyday hectic life. It’s real life. Be Real!
Build excitement, Build Valubility, Build a Community.
You’re still working on these followers to convert into purchasers.
6. Converting Your New Audience
Now that you’ve nurtured your audience, it’s time to convert them. A few different things can define a conversion: 1) You can have them opt into your email list, or 2) They purchased an item from you. Essentially it means performing a desired action. Converting into Buyers is what your goal should be. There are a couple of ways of converting these individuals into buyers.
The first is through a valuable blog post. Whatever topic you’re blogging about, you always want to provide a content upgrade. Through this content upgrade, you can direct their direction to a sales page where you present them with your offer.
If they decline, you can hit them with an email sequence AND potentially a Facebook Ad.
Another direction is sending traffic straight to your sales page. This can be done through online advertising, which includes Facebook, Instagram, Google, and LinkedIn. You can also advertise on Snapchat, but you'll need to make sure your product is intended for that market.
Your sales page must provide valuable content and solve whatever your audience may be searching for.
Wow! You have managed to build your business and attract an audience. You did this all because you started with a Digital Marketing Strategy.
How do you measure your growth? There are several items to take into account:
- Remember when I told you to install your Facebook Pixel and Google Analytics on your site? Go into your ads manager or Google dashboard and look at your traffic.
- You’re not going to break your ads manager! I know it’s an intimidating tool, but go in and explore! It does have some neat and nerdy features!
- If you’re running online ads and not seeing what you’re asking for, you must locate an expert.
- Go into your website host or WordPress dashboard. You can gain a lot of insight from looking at your site stats. You can tell which page gets the most traffic, which would be essential to view if you’re running ads on specific blogs.
- Look at your list of subscribers in your email service provider. Do NOT even look at the unsubscribe list.
- If you’re selling a service or product, keep a spreadsheet of monthly activity. This income can inspire you to keep going!
Building a Business isn’t easy. It doesn’t happen overnight, but you have to keep building! You have to keep creating content. You have to keep creating those email bursts. And you still have to embrace social media and videos.
If you’ve read this blog and realized you need a digital strategy or need to revamp your strategy, I would love to help set this up for you! Sometimes an outside view can lead to amazing things!