Digital Marketing Strategy: What is it and how to create one?
A digital marketing strategy encompasses actions designed, studied and considered to achieve a specific goal. This strategy can be designed in the short, medium or long term, depending on the objectives of the company or business.
Digital marketing strategies include various value propositions, as well as a competitive advantage within the market.
It is also about constant planning that can undergo configurations and innovations based on the needs, not only of an audience, but of the organization itself.
It should be noted that these types of strategies are determined by the prevailing business objectives .
Difference between digital marketing strategy and campaign
The difference between strategy and campaign does not lie solely in the definition of each concept, but also transcends the practice and structure of each one.
While a strategy is characterized by encompassing a series of certain actions (previously thought out and analyzed) to fulfill an end , a campaign (within marketing) is responsible for collecting the activities to achieve a purpose in a certain period.
In order not to confuse the terms, it can be said that a marketing campaign is part of a strategy; that is, the campaign represents the operational part of the strategy .
In the same way, in each strategy there can be several campaigns that share the same purpose of the original strategy. In short, the main difference lies in the way of operating to fulfill the purpose of a business or company to obtain a common purpose.
Digital marketing objectives
The objectives of digital marketing, as well as its purposes, are visible as long as there is discipline, concentration and time to formulate and carry them out. In this sense, the main purposes of digital marketing are:
- Increase revenue and sales.
- Justify and support the launch of services and products.
- Improve brand positioning.
- Maximize market share.
- Give presence and identity to a brand.
- Keep the business constantly updated.
- Win new customers.
- Incentivize customers to invest more in a brand or business.
The objectives may vary depending on the needs of each business or brand, as well as the channels through which the digital marketing strategy is carried out.
7 marketing strategies
In the field of digital marketing there are various strategies, which have different purposes and purposes. Similarly, there are strategies that are customized based on the needs and goals of each business or company.
Although you can find a wide spectrum of strategies, there are some that have transcended due to their effectiveness, such as the ones that will be shown below.
Practices designed to attract customers organically from different channels are known as content marketing . To achieve this action, it is necessary to create valuable and relevant content for people so that the user feels involved or "hooked".
It is important to mention that various types of marketing do not properly focus on selling, so they choose to offer another type of benefit to those who attend the content produced.
In other words, something more is offered to the public through the content; from articles with helpful tips to teaching something new, or simply content designed for entertainment.
Search Engine Marketing (SEM) is a marketing strategy that helps optimize the positioning of a website or web page in different search engines. SEM integrates payment techniques and practices into your strategy, which could be considered "advertising" on search engines.
Although most of the practices within SEM require a monetary investment , it is also important to implement some SEO practices
For its part, Search Engine Optimization (SEO) stands out as a marketing strategy whose practices and methods offer organic results. It is true that the results take a long time to be visible, however, the ROI is greater if it is considered that the economic investment was minimal.
Like SEM, SEO offers the positioning of websites in the main search engines without the need to invest money. Although SEO and SEM do not offer the same thing, they are not mutually exclusive strategies, since they can be combined and achieve the objectives much faster.
Inbound marketing, more than a strategy, is a methodology that concentrates different marketing techniques and methods to accompany and help a client during the process of acquiring a business service or product.
This type of business methodology helps create healthy and meaningful relationships with customers. Likewise, within inbound marketing, all the necessary elements are provided to clients to achieve their goals.
As its name suggests, it is marketing automation using special software . Different advantages arise with marketing automation, one of the most important is that it offers efficiency on the strategies and reduces the time and cost of personnel.
Likewise, it is possible to obtain greater control over marketing actions, while meticulous monitoring of how it impacts is favored.
To carry out automated marketing it is necessary to have a set of tools that allow this action. When everything is configured and ready, the results can be viewed without major setback.
Email marketing is one of the longest-standing practices within digital marketing. The essence of this strategy is simple: use email as the main channel to carry out a marketing strategy or campaign.
This type of strategy is not only one of the most used and popular within digital marketing, it is also one of the most profitable and economical, since it requires less investment for its development and implementation.
Social Media Marketing
Social Media Marketing (SMM), as it is also called, helps build public relations and customer service through strategies that involve the use of social networks.
Digital marketing strategies in social networks
Digital marketing on social networks consists of using platforms such as Facebook, Instagram, Twitter, LinkedIn and others to promote your business, product or service.
The purpose is to capture, relate to and retain your target audience, creating value and trust for your brand.
Some digital marketing strategies on social networks that you can apply are:
- Social media ads : These are paid ads that you can create on social media to reach more people who may be interested in your offer. Social media ads allow you to segment your audience by different criteria, such as age, gender, location, interests, behavior, etc. In addition, you can measure the performance of your campaigns and optimize them based on the results.
- Listening on social networks : It is the process of monitoring conversations and mentions about your brand, product, service or competition on social networks. Listening on social networks helps you find out the opinion and sentiment of your audience, identify opportunities for improvement or innovation, resolve doubts or complaints and detect influencers or ambassadors of your brand.
- Interaction on social networks : It is the level of interaction that you generate with your audience on social networks. Interaction on social networks is measured by the number of likes, comments, shares, reactions, mentions, etc. who receive your publications. Social media engagement helps you build a close and lasting relationship with your audience, improve your reputation, and increase your organic reach.
- Social media storytelling : It is the art of telling stories about your brand, product or service on social media. Social media storytelling helps you emotionally connect with your audience, convey your values and purpose, differentiate yourself from the competition, and build loyalty.
- Analysis in social networks : It is the analysis of the data and indicators that you obtain from your actions in social networks. Social media analysis helps you assess the impact and effectiveness of your strategy, understand your audience's behavior and preferences, make evidence-based decisions, and optimize your resources.
- Optimization in social networks : It is the set of techniques that you apply to improve the presence and performance of your brand in social networks. Social media optimization helps you increase the visibility and traffic of your website, improve SEO positioning, generate more leads and conversions, and maximize your return on investment.
How to make a digital marketing strategy
The creation of a digital marketing strategy is based on 6 axes, which have variables that depend on the type of business or company that requires the strategy. In this sense, to create a digital marketing strategy it is important to take into account the following elements:
It refers to the action of focusing on a much more limited or determined audience . This is done with the purpose of addressing the public that is really interested in the proposal that is being created. It is possible to segment an audience based on their age, gender, demographics, interests, among others. Segmentation can be as detailed and specific as desired.
Establishing a budget
It is important to have an estimate of how much you intend to invest and how to do it. In this sense, a comparison must be made between the investment and the advantage that will be obtained, or, in other words, it must be ensured that the ROI is adequate. The return on investment is one of the most important elements when carrying out a marketing strategy, since it shows how feasible it was to implement a strategy.
To create an adequate marketing strategy, it is important to find the audience towards which the planning will be directed. The definition of the audience is widely related to segmentation, so various elements must be taken into account, such as:
With these and other items it is possible to adequately define the audience, trying to have the desired reach and reception.
Establish the correct communication channels
Depending on the audience, it is important to integrate into the communication channels that are used by the target that is sought or the Buyer Persona.
It is important to define what type of channels will be used, since this will give greater strength to the messages, campaigns or methods that are planned.
It should be emphasized that, if the right channels are chosen, the performance will be partially organic.
Definition of contents
Now that you have the target audience and communication channels, it is important to design content programs that represent the essence of the business.
To do a better job, it is advisable to start with simple campaigns that allow you to present the voice and personality of the company, as well as those who make it up.
Likewise, it is important to mention that it is possible to create a mixed plan at the beginning, that is, integrate organic and paid factors to ensure a better positioning of the content.
When the contents and the ground are prepared in the communication channels, it is time to start putting everything into practice.
Behavior analysis and results
It is always recommended to invest in metrics and behavior measurement systems, since these will be the programs that will account for the results that are being achieved.
It is important to measure the interaction with the audience, as well as analyze whether the objective of the strategy or campaign is being met.
If the systems present discouraging data for the strategy, it will only be necessary to adjust and configure the campaign or strategy.
Written by Moises Hamui Abadi: I am an entrepreneur, founding partner of Viceversa and SoyMacho. After being in charge of several digital businesses and advising several other businesses; I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.
If you want more information on this topic or you are looking for other options to profile your ideal client, at MHA you will find the solution you need. Schedule a call.