DIGITAL MARKETING – FROM STRATEGIES TO EXECUTION

Defining Digital Marketing Before we deep dive into digital marketing, lets have a quick look into ‘ what is digital marketing’? To begin with Digital Marketing is an umbrella term for all your online marketing, including search, social media, email, and your website. Your digital presence compromises of your digital assets like digital content, online audience, social media handles, channels and much more.

- Neetu Vijoy Bansal

Digital Marketing Strategies

Let us look at how can you design a Digital Marketing Strategy for your business.

Start with your sales goals and break them into marketing goals across each segment of your customer’s buying funnel. Differentiate between your digital and non-digital marketing goals. At this stage, we need to remember that digital marketing extends beyond lead generation into lead conversion and in client retention. While its ok to start with lead generation as the primary goal of your marketing activities, not exploring the role of digital marketing in the rest of the customer’s buying funnel is self-limiting.

Understand your audience, their profiles, their pain areas, their expectations and how can your business meet these expectations. This information will further help you to orchestrate your digital marketing communications in a way that resonates with your target audience. This in turn will also ensure that your marketing budgets are utilized optimally. Platforms like Hootsuite, HubSpot, Xtensio etc. all have good customer persona templates that you can use for free to initiate this process.

Map your competition to understand the options your customers have while deciding on a purchase. Compare your business against this and identify gaps that you need to address. In the digital world this is easily achievable through a variety of tools including the free tools from Google Search Console to paid tools like Spy Fu, SEMrush etc.

Identify each customer touchpoint and the metrics that you can gather, across marketing channels. Integrate this with the marketing goals to pin down the data that you need to gather at each touchpoint to analyse campaign performance accurately