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Digital Marketing
There’s no doubt that a big part of your marketing strategy is interactive, in the new world. Consumers and businesses are almost always online and you want to be able to reach them and track their behaviour, where they spend most of their time.

But when you grow a company, it seems like this ever-evolving world can get daunting quickly. There’s enough to do how should you develop, fine-tune, and manage an agile approach for digital marketing?


How To Strategize Your Business Using Digital Marketing?



Buyer personas reflect your potentialclient(s) and can be developed by studying, surveying and interviewing the target audience of your company. It’s important to note that this information should be focused whenever possible on real data, because making assumptions about your demographic will lead your marketing strategy to go the wrong way.
Here are some starting points but, based on your particular business, you’ll want to fine-tune them:


Location: You can use web analytics tools like Google Analytics to easily identify what location your website traffic is coming from.

Age: This may or may not be applicable in relation to your company. Gathering this data is achieved by finding patterns in your existing database of targets and consumers.
Earnings: In personal study interviews, it is better to gather sensitive information such as personal income, because people may not be willing to share it via online forms.

Job Title: This is something you can get a rough idea of from your existing customer base, and is most relevant for B2B companies.



Qualitative Data (or Psychographic)

Target: Based on the need to represent your product or service, you may already have a good idea of what your person’s priorities are to accomplish. Nonetheless, when talking to customers, as well as internal sales and customer service representatives it is possible to reinforce the conclusions.

Challenges: Also, speak with members of consumers, sales and customer service to get an understanding of the common problems that your audience faces.

Hobbies and interests: Speak to customers and individuals who identify with your target audience. Of example, if you are a fashion brand, it is helpful to know if large segments of your audience are also involved in health and well-being, as this can help inform the potential development of content and partnerships.

Priorities: Speak with consumers and individuals who are aligned with your target audience to find out what’s most important to them about your company. Of example, understanding that your consumer prefers customer support over a competitive price point, when you are a B2B software company, is very valuable information.


Qualitative Data (or Psychographic)
2.Identify The Goals And The Digital Marketing Resources That You Need.

Your digital marketing priorities should always be tied back to the core business goals. For instance, if the goal of your company is to raise online sales by 20 percent, your aim as a marketer could be to generate 50 percent more leads through the website than you did last year to contribute to that success.

Whatever your overarching goal is, you need to know how to measure it, and more important, actually be able to measure it (e.g., have the right digital marketing tools in place to do so). How you measure the effectiveness of your digital marketing strategy will be different for each business and dependent on your goal(s), but it’s vital to ensure you’re able to do so, as it’s these metrics which will help you adjust your strategy in the future.


Digital Marketing channels

3. Evaluate your existing assets and digital channels.

While assessing the potential digital marketing platforms or tools to integrate into your plan, seeing the larger picture first is important to avoid getting frustrated. The media system that is purchased, won, and paid helps to categorize the digital’ vehicles, properties, or platforms you already use.

Owned Media
This applies to the digital assets that your company or corporation owns whether that’s your website, social media profiles, blog posts, or artwork, controlled platforms are the stuff that your business has full control of. This can include some of the off-site material that you own, but is not published on your website, like, for example, a blog that you share on Medium.

Paid Media
Paid media is a bit self-explanatory in what its name suggests it applies to any medium or platform you invest on to grab your customer persona’s eye. It includes things such as Google AdWords, paid social media posts, native advertising (such as sponsored posts on other websites), and any other channel you directly pay for in return for exposure.

Earned Media
Simply put, received publicity refers to the recognition that you obtained by word-of-mouth. Whether that’s the material you’ve posted on other blogs (e.g., guest posts), Marketing research you’ve done, or the customer experience you’ve provided, received attention is the exposure you get as a consequence of that. You can receive attention by, for example, receiving endorsements from the newspapers, positive reviews and other people sharing your content on social media.


Evaluate your existing assets and digital channels

4. Audit and plan your owned media campaigns.

The owned media is at the center of digital marketing, which almost always takes the form of advertising. Whether it’s your’ About Us ‘ tab, your product descriptions, blog posts, e-books, infographics or social media posts, any message the company delivers should usually be considered as content.

Advertising tends to turn the website visitors into leads and sales, which helps raise the profile of your company online and when streamlined, it can also improve any attempts you may have to cope with search / organic traffic. Whatever your target, you will need to use proprietary content to influence your digital marketing strategy.

To build your digital marketing strategy, you need to decide what content is going to help you reach your goals. If your goal is to generate 50% more leads via the website than you did last year, it’s unlikely that your ‘About Us’ page is going to be included in your strategy — unless that page has somehow been a lead generation machine in the past.


Audit and plan your owned media campaigns

5. Review the earned media strategies and schedule them accordingly.

Assessing your accumulated coverage against your current goals will help you get a sense of where to spend your attention. See where your traffic and leads come from (if that’s your goal) and list your media source obtained from the most successful to the least effective.

You can get this information in your HubSpot applications from tools like Google Analytics, or from the Sources Files.

You might find that a particular article that you submitted to the press of the industry drove a lot of eligible traffic to your website, which turned out to be very successful. Or, you might find that LinkedIn is where most people share your stuff, which in turn drives a great deal of traffic.

Review the earned media strategies and schedule them accordingly

6. Test the paid media campaigns and schedule them.

Each process involves much of the same procedure: you need to analyze the existing paid media across each channel (e.g. Google AdWords, Instagram, Twitter, etc.) in order to determine what is likely to help you accomplish your current objectives.

If you’ve spent a lot of money on AdWords and haven’t seen the results you’d hoped for, maybe it’s time to change your strategy, or dump it altogether, and concentrate on another site that promises to yield better performance. (Take a look at this free AdWords guide for more details on how to use it for business.) By the end of the process, you should have a clear idea of which paying media platforms you would like to continue to use and which (if any) you would like to withdraw.

Test the paid media campaigns and schedule them

7. Bring it all together.

You’ve done the planning and the research, and you now have a solid vision of the elements that are going to make up your digital marketing strategy. Here’s what you should have so far:

  1. Clear profile(s) of your buyer persona(s).
  2. One or more marketing-specific goals.
  3. An inventory of your existing owned, earned, and paid media.
  4. An audit of your existing owned, earned, and paid media.
  5. An owned content creation plan or wish list.
  6. Now it’s time to put all of this together to form a cohesive plan document. Let’s review what digital strategy means: the sequence of acts that use online marketing to help you achieve your goal.
  7. Based on your work to this level, your strategy paper will plan out the series of actions you are going to take to achieve your goals by that description. A spreadsheet is an effective interface and for the sake of accuracy, you can find it easier to map according to the media structure that we have used so far.

You will also need to prepare your project over a longer period of time — usually something like 12 months is a good starting point, based on how you set up your business. This way, you will add when each operation will be performed. For instance:

i. You could start a blog in January, which will be posted continuously once a week, for the whole year.
ii. You may launch a new e-book in March, followed by paying promo.
iii. You may be planning for your biggest business month in July what are you looking to see at this stage that will affect the material you generate to help it?
iv. You could plan to focus on earned media in the form of PR in September to generate additional traffic during the run-up.
v. You will create a clear timetable for your operation by taking this approach, which will help convey your intentions to your team not to mention, maybe even help keep you healthy.




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