Whether you’re a small business owner who does everything from operations to marketing, or you’re in charge of a marketing department at your company, one of the biggest mistakes people make is not having a clearly defined digital strategy. Perhaps the reason you don’t have a strategy or a digital marketing presence is simply because you don’t know where to start and the idea is a little overwhelming.
A successful digital marketing campaign has three key components, in this order:
Many companies start by defining what their digital marketing tactics will be—writing blogs, building reputable links, and publishing videos on social media channels. The problem is that in the absence of clear goals, these things will not necessarily improve your ability to reach your target audience(s). Instead, they can become an expense without much of an ROI. Digital marketing campaigns often have a lot of moving parts, which means without going through these steps, you could easily get lost in the day-to-day tactics without answering the question of whether those things are getting you closer to what you want.
If you are the current market leader in your industry, your strategy will likely be different than if you’re a scrappy startup trying to break into an industry. Similarly, when you’re defining your place in the market you should take some time to consider how competitive the market is—introducing a new soda and trying to take over market share from Coca-Cola or Pepsi, for example, would require a very different strategy than if you had a brand new product in an industry without a lot of key players.
Another place where many companies struggle is knowing whether their tactics are contributing to success. To know that, you need to have key performance indicators (KPIs) outlined, with a definitive way to measure each. Be specific and hold your team or your digital marketing agency accountable for results.
Many marketing managers love the idea of digital marketing because it offers such an array of options. You can work on long-term search engine optimization (SEO) strategies to boost organic traffic to your website, use social media channels to engage with your customers, or start a pay-per-click (PPC) campaign to drive immediate customers to your website or through your door. The problem is that if you try to implement every digital marketing strategy, you could become overwhelmed right at the beginning of your campaign. It’s better to focus on a couple of tactics that are likely to produce the best outcome and see some early success.
Remember that you can always find a Utah digital marketing company to help you define your strategy and implement the tactics to find success.