Do you want to learn how to develop a digital marketing plan for a client or yourself? Practicing by yourself is a terrific approach to gain experience if you’re just starting in the field.
The way you approach a digital marketing strategy will differ depending on your company’s goals. But there are a few things to keep in mind that will help you succeed. If you’re working in digital marketing and need a strategy, this article can help you stay on track!
1. Establish a Practical Framework
You’ll want to make a plan before you do anything. Content mapping, timelines, and editorial calendars are some tools you can use to accomplish this. There are numerous tools available to assist with content management and planning at this level.
The key is to create several ideal (realistic) outcomes while keeping some room for uncertainty. And you want to do it using a set of key performance indicators (KPIs) relevant to your strategy and objectives.
If you don’t choose a subset of metrics to base your strategy on, you’ll likely veer off track and not make it to your end goal. Keep the process as simplified as possible when communicating and delegating, and establish a clear timeframe so that everyone on the team stays focused.
2. Establish Appropriate KPIs Right Away
What method do you use to set goals? To comprehend how you arrived at your outcomes, you’ll need to select the correct metrics to focus on. Choosing the correct KPIs – those that most accurately represent your major target areas – will help you stay on track and recognize which of your marketing efforts are succeeding and which need to be improved.
Here are some things to consider as you decide which KPIs to use:
- What is the relationship between a specific KPI and your goal?
- What exactly are you attempting to determine?
- Is what you’re tracking linked to real-world user experience, and if so, how?
- How much do you need to track/report on particular KPIs, and has this been factored into your strategy?
This is the key to putting up a good sales and marketing strategy in general: you’re looking at your traffic as numbers, but also as people. You’ll want to focus on stats that genuinely tell a story about what your consumers are doing, and then use that information to make changes in the future.
The basic line is that human behavior is what determines your return on investment, therefore always approach it from a UX (User Experience) standpoint.
3. Understand How to Create a Profitable Funnel
Those of you with a traditional marketing background (or any business background) are probably already familiar with the concept of a sales funnel, which is a step-by-step depiction of each stage of the buyer’s journey. It’s broken down into the following:
- Content marketing, Facebook advertisements, landing pages, explanatory videos, infographics
- Social media, informative blog posts, case studies, and quizzes are all good ways to convert.
- Email campaigns, reviews, and questionnaires are all used to keep customers interested.
Outreach, engagement, and brand awareness occur at the top of the funnel—the biggest area. This is crucial for both capturing new traffic and re-engaging repeat visitors. The marketing happens at the top of your funnel, and you’ll want to make sure it’s engaging—it’s not so much about the sale as it is about creating relationships.
A skilled content strategist or digital marketing specialist will know what it takes to move clients down the funnel and convert them at a high rate – but this takes practice in most circumstances, so don’t get discouraged if it doesn’t happen straight away.
4. Recognize the Characteristics of Effective Content
Great blogs, Tweets, and Facebook advertising are just the tip of the iceberg when it comes to content. There’s a lot you can do with it to be creative and to do so, you’ll need to keep up with technology and the latest means of reaching out to your audience.
Your ability to tell a story is what makes for effective outreach and engagement, and your plan should revolve around a high-quality, value-added advertising campaign.
What exactly do we mean when we say this? Create your core ads and service offerings first, then write content with CTAs that encourage users to buy. However, make sure it’s relatable, relevant, and helpful to your target audience.
Get a good idea of how your content is performing in terms of SEO and analytics. Everything you put out into the world becomes “data,” therefore keeping track of it properly is critical. This also entails being aware of the user’s experience.
5. Make Strategic Plans While Remaining Flexible
Whatever your overarching strategy is, it should allow for some wiggle space. You should leave enough leeway not only for time fluctuations but also for unanticipated occurrences that can affect your primary workload and the firm as a whole, just as you would when delegating duties or directing clients.
This entails leaving certain “blank” areas on your timeline that you can fill in later. It also involves making room for pertinent current events, viral articles from competitors, or unexpected investments in new technologies that could impact your strategy.
You should be monitoring and checking in on your plan as you go along, asking questions like:
- Where can you make improvements?
- What KPIs are really important at this point?
- Where does the majority of the traffic go?
- What tools are more effective than others in keeping everything in order?
6. Create an Evergreen Content Library
Different forms of content serve different objectives, so as you develop your content marketing plan, you’ll need to incorporate a variety of concepts. While this may appear to be a difficult task, it isn’t if you prepare the majority of your content ahead of time and organize it using keywords and tags.
Evergreen content is content that only needs to be created once and may be used for a variety of purposes and across numerous platforms. It is usually not tied to a certain time or event, but it is an important aspect of your brand’s story, core message, and major offers.
Here are some examples of how content can be created to last through many applications:
- Old blogs turned into a PDF e-book
- A whitepaper made from an in-depth article
- Simple explainer videos can use slideshows.
The goal is to create a library of core pieces that you can develop alongside your business message and goals. Do not bore your audience with repetitive or plagiarized content but build a library of core pieces that you can develop alongside your business message and goals.
7. Visualize a Clearly Defined Path
Is your content trending in a particular direction, based on traffic and general engagement? This is what you’ll need to do from the start and as you move through each phase of your approach. If your conversions are fluctuating, you’ll need to keep an eye on how well each phase of your funnel is performing and consider re-engagement efforts.
The goal is to create a flexible plan that outlines how the process will be carried out from the bottom up, beginning with SEO-friendly and highly shareable content. Finally, you’ll want to compare your expected results to the actual results so that you can better understand what works and what doesn’t when developing a new approach.
To create an effective content marketing strategy, you’ll need a thorough understanding of project management, which includes a clear vision of the overall plan and each phase and the details that go into making each step successful. A content marketing strategy is an excellent example of the art and science behind the scenes in this regard.
Successful digital marketing methods are never black-and-white, but with little practice, you can make them work for you. Just keep in mind that the goal is to focus on the human element—the buyer’s journey, your brand story, and engagement—rather than profit and conversions. You’ll no doubt impress your clients and colleagues if you can honestly engage a large audience.