Modern customers want to be able to quickly browse and research, evaluate brands, and then click the “Buy” button when they are ready. They will do this on any platform they choose, regardless of where they are located, what time it is, or how mobile their device is.
They want to share their experiences online and, most importantly, their opinions to be valued and heard.
Different models of online marketing
First, there is no single digital marketing strategy. Your strategy’s foundation and subsequent development depend on many factors, such as your target market, industry, and goals.
They must be compatible with your business model. These are some key digital marketing models that you should consider:
Businesses that are focused on brand building
Many businesses do not use digital marketing to generate sales. Instead, they are focused on building a solid brand. They move away from traditional marketing methods and focus on more holistic marketing experiences that engage customers at all stages of the buyer journey. These include brands in the consumer goods industry, businesses that offer freemium models, and online retailers.
Businesses that are focused on customer experience
These brands are called customer experience designers and collect customer data to create personalized customer experiences. They strive to create smooth customer interactions and impress them at all touchpoints.
Businesses that are focused on conversion
These are often retail businesses. They are usually retail businesses. Their marketing strategy focuses on increasing leads and converting them into paying customers.
They need an effective online marketing strategy to increase conversions. They invest in responsive web design, with simple navigation and catchy CTAs. Their site visibility is enhanced by SEO, including on-site optimization, local SEO and link building.
Businesses that focus on increasing consistency across multiple locations
Many entrepreneurs consider buying into a large franchise company one of the best business ideas. This business plan has obvious benefits. A franchisee can launch their own business while acquiring a proven business model and the support of a strong company.
How to Create Your Own Digital Marketing Strategy
These digital marketing strategies are not industry-specific. Sometimes companies in the same industry may choose to use two completely different digital marketing strategies.
This is precisely why you should build your digital marketing strategy around your business’s specific goals. Here are some key steps:
Make a buyer persona.
Knowing who your target audience is the foundation of any digital marketing strategy is key. To do this, you need to create solid buyer personas.
These semi-fictional representations can be created through customer feedback, research, interviews and surveys. Customer personas cannot be created randomly, as assumptions can distract you from your priorities.
Using customer data, you should always try to create a complete picture of yourself.
Connect Marketing Goals to Business Objectives
Your business goals and your marketing goals must align. If you want to increase your sales by 15%, then your marketing goals should include generating more leads on the internet by 40%.
If the goal cannot be measured, it isn’t very sensible. By setting clear, measurable goals, you can calculate your strategy’s performance and adjust it accordingly.
Analyze your current digital marketing tactics
Auditing the tactics and channels you use is a great way to improve your digital marketing strategy. This covers all aspects of your digital campaign, including:
Media owned
All digital assets owned by your company include your website, social media profiles, blog, imagery and certain off-site content such as Medium articles. Your content is the foundation of this part of your strategy.
Content marketing can help you rank higher in the SERPs. It will attract people to your website, engage them and turn them into leads.
You must know the content that resonates with your target audience to make the most of your content strategy.
