Free Guideline for Building a Successful Digital Marketing Policy

Free Guideline for Building a Successful Digital Marketing Policy

Below free guideline, for building any digital marketing Policy may get you successful Whether your business is new to the market or has been around for years, it is always imperative that you consider creating an effective digital marketing strategy. Indeed, digital marketing allows you to broaden your reach in the market.

However, it's not as simple as having a website, posting a blog post, or posting a product image on social media. There are steps you need to take to develop a solid online marketing strategy that will increase your return on investment.

Guide 1: Define Your Digital Marketing Goals

According to Alex Counsell, senior marketing consultant at Baker Marketing, “A strategy is essentially a high-level plan that defines one or more aim and how they will be achieved.”

Your digital marketing goal will depend on your business model and what you generally want to achieve. Without forgetting that it could have several facets.

For example, your own e-commerce business. Your objective could be:

1. Reinforce the notoriety of your brand. Let more people know that your business exists.
2. Generate more sales. Because that is the reason, you created this business in the first place.
3. Get ahead of the competition. Essentially, it’s for management to identify how they can do it.

Once you are clear with the overall goals of your eCommerce business, the next thing you need to do is understand how digital marketing can help attain this. This way you can get an idea of ​​the campaigns to run.

For example, your company’s goal is to increase sales by 35% by the end of 2020. Your digital marketing goal could be to generate a total of 65% of leads through your website and social media.

Guide 2: Define the key performance indicators to measure

Now that you know what you want to achieve through digital marketing, the next thing you need to do is determine the key performance indicators to measure.

Using our previous example, if your digital marketing goal is to generate a total of 51% of leads through various online channels, this could mean that you will need to measure your conversions.

When you know what to measure, you will also know which digital marketing tools to use. And these tools can make your job easier and implement your digital marketing strategy.

Guide 3: Evaluate your existing strategy

You can do this simultaneously in step 2, although it may take time to assess your existing strategy. However, you need to do this to find out if your existing strategy can support it.

To avoid being overwhelmed, Elissa Hudson of Hubspot advises you to examine digital channels and resources in three ways:

Media detained. These are digital assets that your business has, such as your website, blog posts, and social media profiles.

Media acquired. This refers to the exposures you have obtained through online words of mouth, such as guest posts and public relations. This is also the best time to find out if these mentions are still alive.

Paid media. It’s pretty self-explanatory. These are all the channels on which you spent money to increase awareness or sales.

Knowing which assets you have and which bring the most desirable results helps to distinguish those to keep and those to abandon. Plus, you also get an overview of what worked for you and how you did it.

Guide 4: Recognise your target market audience

Before building and implementing your digital marketing strategy, you must first identify your target market.

This can allow you to easily identify the type of content that would resonate with them, as well as the online channels that you will be using. Not to mention that you can use this information when showing paid ads.

To do this, you will usually start with the demographics of your target customers. This includes their age, gender, location and the like. You can even use tools like Alexa and Google AdWords to help you collect information about your target market that is important to your business.

But other than that, Neil Patel suggests that you also need to understand your client's values, attitudes, preferences, etc. This is called psychography. You can visit the forum sites, Quora or Reddit to help you with this one.

Another pro tip that you should know when identifying your target market is to follow the next step.

Guide 5: Spy & Research on your competitors

Checking out what your competitors are doing is another way to find out more about your competitors. This includes identifying the reasons why they interact and interact with a company like yours.

Is it because your competitors organize promotions and gifts? Is it because they regularly have Facebook Live sessions? Is it because they have witty and creative IG stories and TV shows?

You should also spy on your competitors to gain insight into the level of engagement to expect from your own campaigns. Not to mention that it can help you in the following areas:

1. Identify the tactics that have worked well for them
2. Learn from their mistakes
3. Discover new ways to use various online marketing channels

On the one hand, there is a good chance that whatever works for them can work for your business. Second, learning what didn't work for them lets you think of a better idea and stay ahead of the competition.

Guide 6: Sketch a customer journey

Make Sure, Identify the online channels to use.

Make Sure, Identify your target market.

The next step is to trace their customer journey.

Here, a customer can come to you during the various stages of the journey of his buyer. Some reach out to you because they are ready to buy, some are still hesitant, while there are those who do not know what they are doing.

Either way, these people need different solutions from you, depending on where they are. It doesn’t exactly mean that you have to offer multiple products, but it only means that you have to use your digital resources differently.

Is the customer ready to buy? Make sure your online payment process is simple and easy.

Does the client have any hesitation? Perhaps, she needs to see customer comments or customer testimonials.

Remember: mapping the journey of your customers’ buyers allows you to identify which digital asset you will need to create, as well as the channel to use.

Step 7: Select your digital marketing channels

Again, the digital marketing channels you use will depend on your target market and its current stage in the customer journey. Add to that your existing channels that have worked well for your business, as well as the unknown channels that your competitors are using.

However, you must be strategic in choosing the channels to use for your business. This is to keep you (or your digital marketer) from spreading out too thin.

Step 8: launch your campaigns

Now here's the fun part: running your digital marketing campaigns!

As mentioned earlier, your overall business goals can have many facets. So is your digital marketing strategy.

This can include your search engine optimization efforts, pay-per-click campaigns, social media marketing, and advertising, influence marketing, email marketing, etc.

So whatever you have agreed with management, it is best to execute it. Otherwise, you will have no results to monitor and analyze.