Digital Marketing Brief Strategy
Step 1:
Situational Analysis
Step 2:
Establish Digital Marketing Goals
Smart Goal Setting
S Specific
Visits, Leads or Customers
M Measurable:
Provide a number
A Attainable: Understand Benchmarks
R Relevant: Relates
back to overall end goal
T Timely: Include time-frame
Not a SMART
Objective: “I want to increase the number of visits to my
website.”
SMART Objective:
“I want to reach 20,000 visits a month on my website every month within
three months. To do so, I’m going to do X, Y, and Z.”
Step 3:
Define the Marketing Strategy
1. Segmenting
your Target Audience
2. Positioning
3. Content
Strategy
Content
Marketing Strategy
a) Keyword
Research
b) Content
Calendar
c) Social Media Posting
You should
also consider:
I.
What your audience is like.
II.
What topics you’re going to talk about.
III.
What tone you’re going to use.
IV.
How frequently you’re going to publish.
Step 4:
Digital Strategies and Tactics
a. Email
Marketing Campaigns
b. Social Media
Marketing (Facebook, Twitter, Instagram, Snapchat, Pinterest, Tumblr, Myspace,
Plurk, Quora, Blogger)
c. CRM
d. Web Optimization
(Website Landing Page Optimization, Parent or Root Page optimization with
primary keyword, every subpage optimization with different keyword, Web URL
Structure, Navigation, Header and footer web page optimization)
e. SEO Strategies
(Proper Auditing Website Every page and subpage, Keyword Research, Competitor
Website Analysis, Home Page URL Optimization, Meta Tile, Description, Alt Tag,
Anchor Tag, Integrate code(Google Analytics, Google Search Console, Google My
Business Listing, Schema Markup Create, User intent, User Experience, LSI
Keywords Research, Boost Website Speed, Google Algorithm Update, SEO Friendly
URL, h1 Tag, Sub heading h2 Tag, Responsive design, Use outbound link, Internal
Link, Image Optimization, Use Social Sharing Button, Post Long Content, Boost
Dwell Time, Add Modifiers to your tile, Quality Content, Canonical URL,
Duplicate content, Robots.Txt, Sitemap.xml, HTTP Status Codes, CRO, Redirects,
AMP, Local SEO, Ranking & Visibility, Crawling & Site Audits, Backlink
Research, Robot Meta Directives, Page URL Structure, Rich Snippets, SERPs,
Keyword Placement, Keyword Density, OG URL, Twitter card, OG image, ORM etc.s )
f.
Paid Media Advertising (Google Ads, Facebook
Marketing, Twitter, Instagram, LinkedIn, Guest Posting, Google My Business
Promote, )
Step 5:
Measuring Results and KPIs
1. Get
specific with your KPIs by identifying the figures you will be held accountable
for achieving.
2. Get
realistic with your KPIs by analyzing your previous digital marketing efforts
first – this will ensure you aim for a positive increase on your current
results, while helping you to avoid setting your expectations too high.
3. Identify a
method to help you measure each of your KPIs – for example, will you use Google
Analytics to measure your conversions, your individual social media analytics
to track engagement or a tool like BuzzSumo to assess the success of your
content marketing?
4. Here’s a
handy KPI template for you to steal: (Insert goal, e.g. ‘Increase traffic’) by
(insert figure)% in (insert number of months).
5. Before you
begin planning your KPIs find out which metrics matter most to your CEO.
How to Analyse:
a. Determine
the time period you would like to analyse and set your Google Analytics
calendar to match this timeframe.
b. Try out
Google’s Benchmarking Reports in your Analytics account to compare your
progress to your competitors.
c. Don’t
forget to analyse your competitors’ marketing strategy too – create an analysis
spreadsheet of their online activities (you can use SEMrush to identify the SEO
strategy of a competitor as what keywords are driving the largest volume of
organic traffic to their website.
d. It can also
be used to compare the organic and paid traffic of different websites so again
quite useful to see how aggressive they’re being with their paid spend.)
e. Ask
yourself this question at regular intervals: is there anything else I need to
analyse that I haven’t thought of before :
Example: Should I be testing the times I post my
content or the types of images I use?
Develop Useful Personas:
1) Start with
the basics and note down all the demographic information you know about your
target consumer – like Age, Gender and Location.
2) Then dig a
little deeper and identify the problems you can help your target persona solve.
3) Delve into
their emotional desires, goals, aspirations and fears and document all of the
factors that could make them tick (think about their conscious and unconscious
desires).
4) You can
dive deep into the ‘Audience Reports of your Google Analytics account to
identify key characteristics of your target persona like Age, Sex, Career, etc.
5) When
creating your personas this is the perfect time to identify the people who will
be of influence to them – these will be the influencers your marketing strategy
should target.
a. Write Fresh
Review
b. Whatsapp
Marketing
c. SMS
Marketing and Push Marketing
d. Youtube
Channel Marketing
