Why should you have a digital marketing strategy?
In today’s competitive digital landscape, having an effective digital marketing strategy is essential to the success of your brand or business.
As of 2022, there are roughly 6.65 billion smartphone users worldwide, which is 86% of the global population! So, it’s pretty obvious that there is no better time to ensure you have an effective digital strategy to reach your desired audience and execute your business objectives.
Before you start building your strategy, there are a few foundational elements you should consider, such as establishing your branding and brand identity. This governs the way your business expresses itself which directly shapes your customers perceptions. Secondly, ensuring you can measure success and gain valuable insights is crucial to your ongoing growth.
First things first:
What is digital marketing?
In practice, digital marketing is any marketing campaign selling a product or service that appears on a computer, mobile, tablet, or other digital device. It takes form in search engine marketing, paid social ads, social media posts, online video and display ads.
Marketing is a dynamic dance. The 6 P’s are foundational to marketing and should be considered prior to developing an effective business marketing strategy. These apply to both digital (online) and traditional (physical, offline) marketing contexts and are known as;
Price - Place - Product - Promotion - People - Process
Of course, there is no one size fits all when it comes to a digital marketing strategy, and each of the 6 P’s create variables that will influence what the best approach is for your specific business and target market.
This is where our team of Tiny Giants digital marketing experts comes in, we invest in getting to know you and your brand, industry, and direct competitors so we can map out a plan to set you up for success.
How to build your digital marketing strategy
1. Goals & measurement
Setting clear goals and ensuring you have the right platforms in place to measure your success is key.
Each activity you invest in should have a clear KPI, which is your measure of success. For example, if you’re sending an email campaign, your KPI could be to achieve a 25% open rate or better – whatever it is, get laser clear.
2. Know your audience
For any marketing strategy – digital or not – you need to know who you’re marketing to. The best digital marketing strategies are built upon detailed buyers’ personas, which represent your desired customer(s).
This will require specific research to narrow down your target market including collecting quantitative and demographic information such as location, age, income. Other elements of research could include considering the goals of your target persona and what problem your product or service will solve for them.
Always keep in mind that these personas will depend on your business type and whether you’re a B2B or B2C, and what type of product you are selling.
3. Evaluate your current digital channels
An evaluation of your existing digital channels will give you visibility across what is working and what’s not, so you can set yourself up for future success.
Review your organic platforms such as your website, social media profiles, blog content, online reviews etc as well as any paid media channels so you can take note of what existing content has gained a high level of reach and engagement, while also identifying any gaps. You may also use this as a chance to identify digital channels you hadn’t considered before.
4. Content planning and creation
When deciding what the most effective content and platforms are for your campaigns, it’s important to consider why you’re creating the content, what channel(s) it will live on, the goal of the content and format type.
Separate your content plan into organic and paid media so you have clear goals for each channel, and don’t be afraid to check up on what your competitors are doing to gain some valuable ideas. You may need to consider production resources to ensure your video content is of high quality and relevance.
Don’t worry if you feel like you don’t have a creative bone in your body, Tiny Giants is here to help! As a full-service agency, we have in-house strategy & digital marketing, graphic design, production, and animation teams that handle everything from concepting and asset creation to campaign execution across all media channels.
5. Campaign execution
It’s now time to bring your digital marketing campaigns together and execute your strategy. You’ve set clear goals, gathered your research, identified your target customer persona(s), evaluated your digital channels, and have created strategic and compelling content for each of your media platforms.
It has been said that the devil is in the details, so take some time to ensure you are using best practices when executing each element of your strategy.
Another important note is to pay attention to grammar and copywriting as these elements can trip you up in the long run and negatively affect your brand perception. It is better to do a few things well than many things poorly.
6. Monitor and optimise
One of the most powerful things about digital marketing is that it gives you the ability to pivot and adjust your strategy when needed.
Just because you’ve created a set plan, doesn’t mean you have to stick to it – if your media isn’t delivering results, you can pause it and try a new creative. For example, running an A/B comparison test on your paid media campaigns with different calls to action can provide invaluable insights into what is resonating with your audience.
Use your analytics tools to track your progress daily and run weekly reports so you can keep pivoting until you start seeing results.
The key to growing your digital marketing results is building a clear strategy and staying focussed. Remember that while you may gain some short-term wins, it is ultimately a long game and staying consistent is key.
Contact us to have a chat about how we can help you build and execute an effective digital marketing strategy tailored for your business!
We are experts in creative content, web design, global production and digital marketing. For over 15 years, the team at Tiny Giants Co has been creating high-quality content to inspire, move and share the stories of the incredible people and brands around us. Want to learn more?Get in Touch
Wir sind Experten für kreative Inhalte, Webdesign, Videoproduktion und digitales Marketing. Seit mehr als 15 Jahren produzieren wir bei Tiny Giants Co hochwertige Inhalte, die inspirieren, bewegen, und die Geschichten der großartigen Menschen und Marken erzählen, die uns umgeben. Sie möchten mehr erfahren?Jetzt kontaktieren