Monday, April 15, 2013

Digital Marketing Strategy - Why your company needs one

As the internet becomes an increasingly common tool for product and service discovery worldwide, the brands who manage to capture the attention and business of today's connected consumer are the ones with an excellent digital marketing strategy. Shifting your marketing online won't just improve your communication with customers and prospects, it's crucial to remain competitive.

What is a Digital Marketing Strategy?

Simply having a website isn't enough to put your brand in front of the right consumers. Globally, 61% of internet users begin their search for branded products or services online. The brands with the highest search results rankings, and the most-engaged followers on social media networks haven't reached the top as a result of dumb luck. Getting found online by the right consumers is the result of a comprehensive digital marketing strategy.

1.75 billion mobile devices were sold in 2012, ensuring virtually 24/7 connectivity. As the internet becomes a near-ubiquitous tool for consumers, the process of product and service discovery has shifted to web-based channels. Brands that succeed during this dramatic shift in the way business is conducted are those who do the legwork to determine the best channels for their market, and position themselves optimally. A comprehensive digital marketing strategies may include a combination of web design, content marketing, social media, and paid advertising.

Why Create a Digital Marketing Strategy?

Every company has an online presence, whether they realize it or not. Consumers no longer trust television commercials, radio advertisements or direct mail as much as they used to. Conversations about brands have shifted to web-based forums, and companies who haven't invested time and resources into an online strategy will lose the opportunity to shape public perception and purchase decisions.

Building a website and signing up for a Facebook page aren't sufficient. 75% of consumers never scroll past the first page of search results, and Forbes recently reported that it takes around 32 hours a month to manage a single social media platform correctly. Your digital marketing strategy needs to encompass a plan for continual effort to capture attention and remain competitive.

How to Create a Digital Marketing Strategy

There is no simple cut-and-dried formula for building an effective digital marketing strategy, aside from continual effort and applied analysis of web metrics and analytics. In order to build a plan to capture interest, convert leads, and bring revenue into your company's sales pipeline, your strategy should be based on the following questions:
  • Who is My Ideal Consumer, and How Do They Research Branded Solutions? 
  • What Key Terms are Driving Search Traffic in My Niche? 
  • What Are the Most Frequently-Asked Questions in My Industry? 
  • How Do My Competitors' Digital Marketing Strategies Stack Up? 
Every digital marketing strategy should begin with a thorough knowledge of your company's ideal customer and how they find information online, often known as buyer persona profiles. Market analysis can guide the formation of your content marketing, social media, and email marketing strategies.

Achieving positive SEO in an era where search engines have become smart enough to reward creators of quality content requires a digital marketing strategy that encompasses content marketing. Blog articles, informational videos, webinars, infographics, and white papers are all valuable tools for connecting with savvy consumers.

Developing a marketing strategy that stands out in an era of information overload isn't easy, but it's within reach for brands willing to do the work. In an age where the average consumer skips television commercials, avoid ads, and tosses direct mail without a second glance, a digital marketing strategy is key.

For more information on Digital Marketing Strategies and how we can help your business please email or call the office on 53352230.

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