How does your brand stand in the cutthroat digital marketplace?
It turns out a little tweak in your marketing department can make all the difference in reaching the right audience and transforming readers into customers. The competition is stiff in the marketplace, and you need a proper system to ensure that the message of your brand will not fall on deaf ears. As such, we’ve put together this article to help you develop a foolproof digital marketing strategy. By adapting our tips below, you will be able to gain a competitive edge online.
Here’s a summary of what you’ll learn in this ultimate guide to digital marketing:
- How to Define Your Digital Marketing Strategy
- How to Define Your Audience and Build Your Buyer Persona
- How to Develop a Content Marketing Strategy and Network with Other Marketers
- How to Write Great Content
- How to Plan a clear SEO Strategy
Many people and businesses use digital marketing. However, only those with the right strategies prosper. Even with the right approach, some still fail. Why so, you ask? Well, they forgot about an important element—proper execution.
However, before we delve into that, you should understand what a digital marketing strategy is.
What Is A Digital Marketing Strategy?
The ultimate goal of marketing is to grow your business. Marketing has five main objectives:
- To raise your brand’s awareness
- To generate quality leads
- To build and maintain thought leadership
- To improve customer value
- To generate revenue
However, no one can achieve these goals without a carefully crafted strategy.
A good marketing strategy must help you reach a specific marketing goal (or goals). It is a plan that involves focused and achievable steps. Here are the three critical stages of a well-developed strategy:
- A diagnosis of your challenge, for example, brand awareness
- A guiding policy, well-elaborated to deal with the challenge, for example, strictly use digital marketing
- Targeted actions to accomplish the plan, for example, focus on digital content (blogs, social media, email, giveaways, SEO, etc.)
Your digital marketing strategy will help you create a plan for achieving your marketing goals. It will guide you in choosing the right tools and channels (platforms). Whatever marketing strategy you develop, your best bet is ensuring traffic to your website.
Here is s digital marketing logic that might interest you:
Growth in business is a result of creating a deliberate and consistent flow of traffic to your site, because:
- More traffic means more readers
- More readers mean more conversions
- More conversions mean more subscribers
- More subscribers mean more revenue
To achieve this, you must know who you’re marketing to.
Build Your Buyer Persona
To be successful in marketing, you must know who your audience is. The same principle applies to digital marketing.
To gain that competitive edge you want, build your digital marketing strategy upon a detailed buyer persona. Buyer personas are your ideal customers. You can create a buyer persona through market research, survey, and interviewing your target audience.
Some of the key things you have to know about your customers are:
- Level of education
- Profession (sometimes job title)
These details should give you an accurate picture of your business’ highly-valuable personas.
How will you reach out to your identified persons?
Develop A Content Marketing Strategy
First, decide which platforms you want to use for your digital marketing. Then, find all the different places where pros hang out and engage in different platforms.
In every digital marketing platform, marketers have their section where they hang out, discuss, and exchange ideas. Some of these platforms include:
- OkDork, SaaS Marketer, Charm Offensive, YC startup school, etc. on Facebook
- LinkedIn marketing sites
- Slack marketing channels: #TechLondon, #DemandCurve, #OnlineGeniuses, etc.
- Reddit: #Copywriters, #Entrepreneur #SweatyStartUps, etc.
- Growth Hackers
These platforms will help you learn about trends and persona changes.
While you’re at it, ask yourself, “How can I add value directly to these platforms?” All these sites have different but specific formulas for content sharing. You must find a strategy to tailor your content to fit each platform.
Learn which platforms require you to share the whole content and which one would fit if you just drop links.
To add value, the content you create must satisfy the marketers (urge them to read and share) at each of the three stages of the conversion funnel: awareness, evaluation, and conversion. For instance, if you create an article with the title “How to speed up your computer,” you need to ask yourself if it will fit into these stages of the conversion channel.
If you can achieve this with marketers, then you can achieve it with your personas.
You can share long-form content on LinkedIn, Twitter, Reddit, and Indie Hackers. The audience in these platforms can absorb large amounts of information. Additionally, you can use small video content (less than 3 minutes) and infographics.
Slack and Facebook groups work differently. People here have shorter attention spans, and they hate self-promoters. You can break your content into visual tips, subtly branding each to give them an upfront value. You can share direct links in other sites, such as:
- Designer News
- Hacker News
- Growth Hackers
Here is why you need to know where digital marketers hang out:
- You’ll create value on other platforms
- You’ll then transfer this value to your digital marketing platform, and
- Use this value to increase your growth
Important: Tailor content to fit the particular platform.
The platforms where you add the most value upfront will generate more new subscribers. However, the content that you create and share is more important.
Write Great Content
The phrase “content is king” is true and accurate. Your content will sell you more easily than any other strategy.
It doesn’t matter where you post, but, you have to write quality content that will provide value to its readers. The content must be advertising, engaging, and not exaggerated.
Here are a few writing hacks:
- An honest line (response) always feels warmer
- Avoid the passive voice—it makes you less confident
- Be real—that’s what best brands do
- Find the tension in your content. “Pleasant” gets forgotten easily, and conflict creates interest
- Keep off “contained.” Use titles that encourage the reader to click. For example, “Types of malware and what they do”
- Formatting matters. Don’t be too wordy
Content or copywriting is selling, and the ultimate goal is to inspire action.
However, for your audience to see your content, you must optimize the content and increase its visibility.
What’s Your SEO Strategy?
You’re not the only marketer on the Internet. Millions of people are also sharing content, and all of you are fighting to attract the same audience.
This means you have to stand out. You have to strive to land your content on the front page of Google. The only way to achieve that is through Search Engine Optimization (or SEO).
Quality SEO requires that you have engaging and valuable content, have a user-friendly website, and credibility. This way, your content will rank higher, and other websites will recommend you by linking their content to yours, or tagging you on their social media content.
Your SEO approach is the key to generating traffic to your content and website. There are three key aspects of SEO that you must consider:
- On-Page SEO
The goal of On-Page SEO is to rank you higher on the SERPs (Search Engine Results Pages). This means, your content has to answer a variety of questions that every search click may ask. On-Page SEO requires you to consider Google’s ranking factors, such as:
- Fresh content
- Keywords headlines
- Meta descriptions
- Call to action
- Page structure
- Off-Page SEO
When ranking content, Google’s algorithms also look into other factors that indirectly affect your content. These are factors that are off your page and can bring back a user to your pages. Some of these are:
- Social media content
- Number of backlinks
- User’s search history
How do you achieve proper off-page SEO? You have to network to earn more backlinks. You can visit where digital marketers hang out (as discussed above), write posts on those platforms, and guest post on different websites to generate external attention and backlinks.
- Technical SEO
To rank high, you also need to have a quality backend on your website. Backend dictates items such as image compression, structured data, and CSS file optimization. You also have to clean up your junk files and folders on your backend to have a clear site. These content optimization techniques can increase your website’s loading speed, which is an important ranking factor.
Businesses in this modern tech-oriented economy need digital marketing to compete. However, there is no “one-size-fits-all” strategy. Indeed, there is more to digital marketing than what we covered in this guide. What’s important is you find a system, platform, and goal that will work for you.