Every company, regardless of its scale need to have an efficient marketing and digital strategy in this day and age. If you’re a new company trying to get a foothold within the industry, or an older company that is trying to keep up with the times, a digital plan will give a significant boost to your performance. In this article, we will discuss the fundamental components of formulating a digital strategy capable of delivering results and how to integrate your marketing with the set objectives of your business over time.
Creative design and effective marketing blended together to boost a company’s presence online is the forte of Absolute Creative.
Understand Your Brand’s Identity And Positioning
Before looking at tactics, step aside and assess your brand. Identity encompasses more than just a logo. It’s the set of your mission, values, tone of voice and experience you provide.
Start by asking:
- What problem does my brand address?
- Who do I consider my perfect customer?
- What do I wish the customers’ perception of my brand to be?
These considerations allow you to answer framing brand recall messaging for the audience, which is very important. Every add and post on social platforms and even emails sent should be aligned to build trust and recognition towards the brand.
Set Defined Goals and Measure Them
As with any business, your digital and marketing strategy should measure business goals. If you are looking to build traffic on the website, generate leads, increase sales or even engagement, having set KPI’s will prove beneficial towards guiding the efforts.
Use the SMART framework:
Specific: Which specific goal do you wish to achieve?
Measurable: Will the results be quantifiable?
Achievable: Is your goal realistic?
Relevant: Does it align with your brand vision?
Time-bound: Is there a deadline?
For instance, instead of saying “social media growth”, you can say “Instagram followers increased by 20% in 3 months.”
Develop a Digital Presence Across Multiple Channels
A digital strategy should not depend on one channel, rather it should follow a multi-channel approach to capture the audience. Here are a few core components:
• Website: Ensure that your website is mobile friendly and fast loading, while also optimizing for SEO.
• Social Media: Choose the platforms where your target demographic best fits and create content specific to that demographic.
• Email Marketing: A budget friendly way of nurturing a lead and building a long term relationship with customers.
• Content Marketing: Blogging, videos, and infographics serve as powerful ways to educate, entertain and convert your audience.
Statista has a lot of useful data, suggesting the best digital channels to use based on current user trends.
Invest in Search and Paid Advertising
To extend your reach, consider combining organic approaches with paid strategies:
• Search Engine Optimization (SEO) ensures a piece of content resonates with the target audience by improving the ranking of the required keywords.
• Pay-Per-Click (PPC) advertising allows instantaneous visibility and can be tailored for programming during the live control of the campaign.
• Social media advertising through Facebook, Instagram and LinkedIn is good for targeted brand recognition and maximizes reach.
Do not forget to test, analyze, and modify your campaigns. Google Analytics and Facebook Pixel are great sources of valuable data that offer a wide range of performance metrics and can assist you in making the right decisions.
Track Performance and Optimize Regularly
A digital strategy does not entail a set it and forget it project. You have to reevaluate often to ensure you do not lose momentum. Set up monthly check-ins and review the progress of:
• The leaky, funnel website analytics data.
• Leakage from conversion funnel.
• Engagement metrics.
• Return on investment (ROI) on advertisement campaigns.
Use of A/B testing will help improve the brand’s messaging, calls to action, and overall user experience. In the end, trial and error is the best way to discover things that work.
With closely monitored results, strategies can be changed appropriately to achieve sustainable growth.
Wrap Up
An effective marketing and digital strategy requires a blend of creativity, data analytics, and foresight. Building a brand, mastering the channels of communication, and constantly optimizing everything improves the digital presence of your business.
For companies looking to take their marketing strategies up a notch, Absolute Creative has the solutions. Our specialists will develop unique strategies tailored to every specific goal of the brand. If you are rebranding, launching a campaign, or looking to enhance your online performance, we will provide and deploy the right resources allowing your business to succeed.