Creating a Digital Strategy from Scratch

Creating a Digital Strategy from Scratch

Do you have a digital marketing strategy for your business? Having a website or being active on social media is not enough. You need a cohesive marketing system for your business, one where your digital marketing strategy plays an important part. So here’s how to create a digital marketing strategy from scratch.

Understand who your customers are

If you have a customer database, analyse your customers and build your buyer personas. If you don’t, think of your ideal customer. These questions may help:

• are women buying from you, or men?
• what’s the age of these customers?
• are your customers local? Scattered across the country? International?

Which digital marketing strategy should you adopt?

A website is a good start in an effective digital marketing strategy. But if you’re not tracking and analyzing the data in Google Analytics, you’re wasting a valuable resource at your disposal. So let’s start with a website. Your website should feature your products in detail. Even if you’re not selling your products directly through your website, it’s better to have a knowledge base of your products on your website. Be online with your website so that your customers can connect with you directly.

Just as your website is a must, your website search engine optimization (SEO) is also a must.

SEO brings your website to the attention of search engines like Google, Bing, etc. So when any person searches your product (or similar products) on any search engine, your website will show up in the search results, hence exposing your products to the people you might not have known were looking for your products.

So SEO is yet another digital marketing strategy you can adopt if you have a website.

Do you have to be on social media?

Not necessarily. Go back to your buyer personas I mentioned earlier. Then use social media listening tools like Social Mention, Mention, even Google Alerts to check if those buyer personas exist on social media, and if they do, where? Once you look at the data from these tools, you can easily figure out if you need to be active on social media channels at all, and if you do, which social media channels you should try: Facebook, Twitter, LinkedIn, Google+ or something else.

• Pro tip:  Even if you’re not active on all social media channels, open your accounts on all the popular networks. In that way, you can claim your custom links on those channels like www.facebook.com/yourcompanyname and so on.

Email marketing

Emails remain the best mode of direct communication with your leads and customers. You can interact directly with your customers via emails; so invest in a good email-marketing client like MailChimp, or ConstantContact to engage with your buyers. Not sure how to get started? I’ll shed more light on this in my future posts.

• Pro Tip: Your digital marketing strategy should be supported by a well-thought and thoroughly researched content strategy. I will discuss these more in the future as well. Or just contact me.

Now over to you!

You can adapt the above digital marketing strategy to gain more visibility online and drive more revenue and profits in your business. So what have you been doing online to promote your business? Share with me.

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