Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Importance of a digital strategy

108 views

Published on

A digital marketing plan is an essential tool for your business. Companies with a clear marketing plan, that regularly measure their efforts, see 60% faster growth than those without a marketing plan. Developing a digital marketing plan will help you identify what makes your business unique and how to get your message out to your audiences through a variety of digital channels. An in-depth and detailed approach to laying out your digital marketing strategy can reveal new opportunities and expand your reach.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Importance of a digital strategy

  1. 1. What is a Digital Strategy? A Digital Strategy is….. a plan to accomplish something with the benefit of digital tools.
  2. 2. What is a Digital Strategy? A Digital Strategy is a PLAN to accomplish something with the benefit of digital tools. A plan requires a Who, What, When, Where & How
  3. 3. What is a Digital Strategy? A Digital Strategy is a plan to ACCOMPLISH SOMETHING with the benefit of digital tools. An object has to Measurable & Actionable
  4. 4. What is a Digital Strategy? A Digital Strategy is the who, what, when, and where of LISTENING and RESPONDING to consumers, BRIDGING brand experiences, ITERATING offerings and COLLECTING and ACTIVATING consumer relationships in order to accomplish an actionable and measurable objective.
  5. 5. Simple, Right?
  6. 6. WHY? REASON #1: Companies with a clear marketing plan, that regularly measure their efforts, see 60% faster growth than those without a marketing plan.
  7. 7. WHY? REASON #2: Capture More Leads
  8. 8. WHY? REASON #3: Gives Your Company Better Direction
  9. 9. WHY? REASON #4: Without a digital strategy you have no direction – and you run the risk of spending your budget without the means of showing any return on your investment.
  10. 10. HOW? 1) Define Your Audience 2) Set Goals 3) Audit Previous Efforts 4) Plan For Success
  11. 11. Step #1: Build Your Buyer Personas • Do You Know Who You’re Marketing To? • Do You Know What Makes Them Tick? • Do You Know Where They Hang Out? • Do You Know When They Are There? TOOL KIT: Buyer Persona Map
  12. 12. Step #1: Build Your Buyer Personas • Job Titles & Industries • Who do you talk to? • Who are the decision makers? Identify Your Audience
  13. 13. Step #1: Build Your Buyer Personas • Age • Gender • Location • Education • Family Detail Your Audience
  14. 14. Step #1: Build Your Buyer Personas • What are they faced with daily? • What common problems do they face? • What goal are they trying to accomplish? • What does success look like for them? Identify Challenges & Goals
  15. 15. Step #1: Build Your Buyer Personas • What pain relievers do you offer? • What services / products do you offer that will help them achieve their goals? • How does your value proposition match up with what they are seeking? How Can You Help?
  16. 16. Step #1: Build Your Buyer Personas
  17. 17. Step #2: Identify Your Goals & Digital Marketing Tools • What Do You Want To Accomplish? o Product/Service Sales Increase? o Launch Into New Vertical? o Be Specific. Be Reasonable. TOOL KIT: Master List of Strategic Questions
  18. 18. Step #2: Identify Your Goals & Digital Marketing Tools • How Are You Going To Measure It? o KPI units of measurement o Digital Tools: Google Analytics, CRM, e-Mail
  19. 19. Step #3: Evaluate Your Existing Digital Marketing Channels & Assets Owned Media: website, social media profiles, blog content, imagery, etc. Earned Media: press mentions, positive reviews, and by other people sharing your content on social media, etc. Paid Media: ppc, social advertising, etc.
  20. 20. Audit & Plan Your Owned Media • Audit your existing content • Identify gaps in your existing content • Create a content creation plan Step #3: Evaluate Your Existing Digital Marketing Channels & Assets
  21. 21. Make a list of your existing owned content and rank each item according to what has previously performed best in relation to your current goals. Step #3: Evaluate Your Existing Digital Marketing Channels & Assets Owned Media: Audit Your Existing Content
  22. 22. Do you have content that speaks to the pain points and challenges identified in your audience research and buyer personas? Step #3: Evaluate Your Existing Digital Marketing Channels & Assets Owned Media: Identify Gaps in Your Content
  23. 23. Owned Media: Create a Content Creation Plan • Title • Format • Goal • Promotional channels • Why you’re creating it • Priority level Step #3: Evaluate Your Existing Digital Marketing Channels & Assets TOOL KIT: Content Calendar
  24. 24. • Review Sites (Google, Facebook, etc.) • Online Mentions of Your Brand • Press Releases Audit & Plan Your Earned Media Step #3: Evaluate Your Existing Digital Marketing Channels & Assets
  25. 25. • Google AdWords • Facebook, Twitter, LinkedIn • Other Media Buys Audit & Plan Your Paid Media Step #3: Evaluate Your Existing Digital Marketing Channels & Assets
  26. 26. Owned Media + Earned Media + Paid Media = Success Step #3: Evaluate Your Existing Digital Marketing Channels & Assets
  27. 27. Step #4: Bring It All Together • Buyer Persona + Digital Marketing Goals + Audit Findings = Your Road Map to Success. TOOL KIT: Marketing Calendar
  28. 28. Step #4: Bring It All Together Create Your Digital Strategy Document
  29. 29. Don’t Fall Behind. Define. Focus. Succeed.
  30. 30. DOWNLOAD FREE TOOL KIT: • Persona Matrix • Mega Strategy Questions • Digital Marketing Calendar • Content Calendar http://bit.ly/ 2h9Ojrk

×