How to create a digital marketing strategy
Does your business have a digital marketing strategy?
If the answer is “no”, you are not taking advantage of the opportunities you have to capture new customers. In this blog post, I will go through 5 steps to help you optimize your digital strategy and win more customers in 2023.
A survey carried out by Smart Insights shows that only around half of the companies that work with digital marketing have a digital strategy. Creating a marketing strategy is about making a plan for how to capture new customers and win the “war” against competitors. A digital marketing strategy is about the same thing. The difference is that you use digital tools to help you.
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A good strategy is based on specific goals, for example, generating 20 % more e -leads from your website this year compared to last year.
Many large companies manage their marketing measures according to the circumstances. If you only steer according to the market, you have no plan for which direction to go. It is like shooting without aim; you have no idea what or where you hit. The key is to use digital tools to create flexible digital strategies that can withstand change.
The guide to developing a digital marketing strategy
We have written a guide for developing a digital sales and marketing strategy. This requires that you invest in an integrated and automated system. It enables you to coordinate and adapt your marketing and sales processes. Once that’s done, you can follow these five steps:
Step 1: Understand the customer’s buying process
It is becoming common knowledge that most purchase processes start on Google. Often the customer does not even know what they are looking for. If I’m looking for new trainers, I’m most likely looking for trainers. Not Nike Air Max. Not your product. If I do that, I will then have progressed much further in the process. Do thorough research before producing content so that keywords and content are adapted to the buying process of your target audience.
Also read: What is the difference between the customer’s buying process and your own sales process?
Step 2: Help customers through the buying process with relevant content
Once you have mapped the customer’s buying process, it remains to guide them towards the product or service that suits them. You do this by tailoring content that suits each of the phases of the buying process: the awareness phase, the evaluation phase and the decision phase. To adapt the language to the different customer groups, you can divide them into different groups – personas.
Step 3: Have your own digital communication channel
Do not use your website as the main channel of communication. D a starts at the wrong end of the buying process. A potential customer does not want to be exposed to your products or company until the end of the buying process. Rather, think the opposite and put yourself in the customers’ shoes. Where does the purchase process start? Preferably in search or paid media. Then you have to start by promoting the content there, and work your way backwards in the purchase funnel, all the way back to your website.
Also read: 5 steps to be more visible in Google
Step 4: Create a conversion strategy
If you want the full reward for your work in content production, you should try converting visitors into leads. You do this by getting the visitor to leave their email address in exchange for your high-quality content.
Furthermore, it is necessary to build a strategy for how you will process the lead to become a customer. This may vary from time to time based on the actions taken by the customer.
Read also: How to improve your customer journeys
Step 5: Real-time data
If you are a store salesperson, you can easily see when a customer shows a clear purchase and clear behaviour. They may look at a specific item for a long time or ask you about the price. It is also possible to catch similar behaviour in the digital world. It’s about real-time acquiring actionable data about your customers’ buying behaviour. For example, should you perhaps call a customer who has visited your price page for the third time in a week?
Strategy is much about prioritizing – if everything is equally important, nothing is important.
Even though we have new digital channels and aids, you must not forget the overall strategy.
Should you take one with you one thing from this post, it is to make choices based on the insight into the target group’s digital purchase process. If your target audience starts their buying process on Facebook, you start there.
It is about guiding your target group through the purchase process using a unique combination of channels and aids.
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