How to Create Digital Strategy like a Pro? |
Posted: April 1, 2015 |
While it was considered to be an alternative marketing source, digital media quickly turned out to be the most effective one. Now, for even the smallest companies it’s nearly impossible to survive without successful digital strategy. If you do simple research on Google, you will quickly find out that the key to every successful initiative in digital media is great content. Whether it’s about creative social media posts, blog publications, press releases, videos, images or emails, writing effective message will help you get the maximum of your efforts. What’s a digital strategy anyway?Every digital marketing strategy closely resembles business plan, where there are defined goals and methods that will be used to achieve these. With digital marketing, the strategy must not only showcase the process methodology, but also adapt to the constantly changing landscape of the industry and introduce the right content to the audience. Besides the most obvious ways to create fresh content via blog or social media posts, there are ways to leverage the power of your audience and use it to promote your brand. Probably the easiest among these methods requires you or your employees can reply directly to customer inquiries in social media and later on, use the content to create hot publications for your industry. How to Choose Your Audience?Every digital strategy is useless, unless it’s introduced to the right people and this is where most people fail these days. Going for too broad or narrowed targeting can turn all your marketing budgets into dust within just few months. The best way to get firm understanding on your target audience is by creating the so called persona – this is rather broad interpretation of different demographic factors, the ideal customers possess. For example, a website selling trendy, fashionable accessories might get great results from their digital marketing efforts if their ads are targeted to women, between 18 and 36 years old, who have college education, located in the United States. Crafting Great ContentPutting together content schedule with dates when different parts of content will appear on different social media channels is probably the easiest part of the digital strategy. The hardest is to come up with topics that your content will cover and most importantly people will love to read. The topics that get the most social media shares and attention often invoke laughter, amusement or awe in the readers. You must avoid at all costs content that express anger or sadness. Don’t forget to think about how the topic actually relates to your brand, as the content must also inspire people to buy your product or services. Content, we consider to be great is usually pretty clear, concise, can contain a bit controversy and evoke certain emotions, which we later on attribute to the author. This is the ultimate goal of your digital strategy and you need to do all it takes to produce such impact on both your customers and people within your industry. Measure and EvaluateA digital strategy requires few months to be created and its impact needs to be measured at all its stages. Today, you have access to lots of free tools for gathering important data about your digital presence and customers. The most notable among these is Google Analytics, which will help you assess whether certain marketing methods are actually profitable, with just few clicks. Don’t be disappointed if you don’t come up with the perfect digital strategy for your business from your first attempt – getting huge impact with digital marketing doesn’t usually happen overnight, so brace yourself for some challenges along the road.
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