Your digital marketing strategy needs to be established to really work for your brand. The right strategy can help you improve reach and build a stronger relationship with your customers. Research has shown that the best marketers are those with a detailed plan and clear-cut goals. Yet, only 65% of marketers report they have a digital marketing strategy in place.
Start by Developing a S.M.A.R.T. Strategy
In order to create a strategy that really improves your brand and reach, you need to start by figuring out your specific goals. S.M.A.R.T. goals are designed to keep you on track and know if you’ve been successful or not within a given time period.
Specific – You need to create defined goals with details that clarify your goals. Rather than say you want to “increase conversion” or “grow our contacts list,” write goals like, “Increase click-throughs by 10%” or “Gain 1,000 followers on Facebook.”
Measurable – With specific numbers in place, you will have a way to check and see if you’ve actually failed by your established deadline. Make sure you have a way to measure your goals and don’t include things you don’t know, like how your audience feels about your brand (unless you plan to offer a survey to measure this).
Attainable – Keep your goals to those that are within your control and have your strategy set up for success. This may mean you need tools in place, like social media managers, email automation or mass SMS service to spread the word and track analytics.
Realistic – Don’t shoot over what is in line with your results. You don’t want to plan to increase engagement by 1000 followers within the month when you only have 300 followers. Look at your metrics and then consider specific ways you can really increase your current metrics to best support your brand.
Timely – Don’t make the mistake of creating open-ended goals. Make sure you have a deadline for evaluation and even establish checkpoints for bigger goals to keep you on track.
Don’t Make Assumptions
You probably have already considered who your audience is, but how much are you actually assuming? Align sales and marketing teams and look at your best customers. Analyze who you are serving and what they are coming to you for. In order to appeal to the right segment of the market, you first have to understand who they are. You may want to use influencer marketing to help appeal to other prospects who share similar positions, interest, needs or traits with your top customers.
Be Regular and Reliable
Don’t get in over your head. Start with one or two social media platforms you think will be most important for your audience and then keep up with them. You want to be quick to respond to your audience and post regularly to gain a solid following that trusts your company. A neglected profile can do more damage than not even having one at all. Once you feel comfortable with meeting the expectations of one platform, consider increasing your reach with a new platform.
How are you managing your digital marketing strategy to achieve constant growth? Have you tried using some of the above tips? Share in the comment section below your experiences.