Anatomy Of A Digital Marketing Strategy
Whenever I sit down with someone to chat about Digital Marketing, the conversation typically starts at the end of where they need to begin. People believe in leading your Digital Marketing efforts with tactics when the reality is that a successful digital marketing campaign is validated by insights that drive your tactics.
6 Components to every Digital Marketing Strategy:
What: What Are You Marketing?
Who: Building Your Target Persona
When: Unpacking the Customer Journey
Where: Marketing Channels Your Persona is Using
Why: Your Marketing Objective
How: Your Digital Marketing Tactics
What Are You Marketing?
Marketing is such an integral business operation that it is important that we have insight and understanding of the current operations. This includes identifying your revenue sources, expenses, products or services offered, clientele, value proposition, and current business model.
Outline sources of revenue for your business
Know your expenses/costs of doing business
Build your value proposition
Layout your business model
Building Your Target Persona
This is by far the most important part of building a successful Digital Marketing Strategy and unfortunately, the part that most often get’s over looked. You should know your target audience so well that if you could map out an entire “day in the life” episode of them.
I can not stress the importance of investing in to building out your target persona. Out of all my campaigns, this is the single greatest factor that determines whether a campaign reaches your marketing objectives. This is also more important in today’s digital world than ever before because of two core reasons:
Peoples attention is scarce
Marketing and Consumer Data that we have accessible allows us to build more personalized marketing engines.
Download My Target Persona Kit (Coming Soon!).
Unpacking the Customer Journey
The customer journey is the journey or sequence of events or actions, that a potential customer goes through to become an actual customer of your business. Understanding the customer journey will help you determine when to talk to the customer and with what message.
There are five parts in the customer journey:
Awareness: Customers don’t know what they want or who you are, so you have to find opportunities to get in front of them. Broadcast/Brand channels
Interest: People now want to know who you are so they want to learn more and this is done through social typically
Desire: People deciding what they want will go to search and social
Action: Search channels with very specific keywords
Post-action: This is can email receipt or additional offers.
Download My Target Persona Kit (Coming Soon!).
Marketing Channels Your Persona is Using
#ProTip: Depending on your marketing budget, this is where you will want to pick and choose your channels wisely.
Out of the 5 Major Content Platforms in our society (Facebook, Instagram, LinkedIn, Podcasts and YouTube), it’s very easy to get caught up in the latest and greatest of each platform and I believe that it’s more important to understand how a couple of platform works inside and out rather than utilizing them all.
Picking your key channels starts with understanding the mindset of your person and where they are at in the buyers journey.
Identify what channels your buyer would spend most of their time
Your Marketing Objective
If you don’t know where you’re going, you’ll never get there; All marketing needs a marketing objective which can include building a brand, generating leads, driving/increasing sales, lead conversion, or increase customer loyalty. When we set our marketing objectives, we use the SMART methodology (Specific, Measurable, Achievable, Realistic, and Time-phased)
People will often mix up KPI’s with Metrics, and in this strategy, we will have Primary KPI’s that are supported by metrics. An example of Primary KPI’s include marketing ROI, number of incremental sales, number of leads, net promoter score, email engagement score, etc.
When deciding the primary KPI, we ask ourselves three questions:
Do you know how it’s derived? Is it confusing?
Does it matter to your objective? Can you use it?
Does your KPI convey a value you can use against a benchmark, in aggregate, or as a comparison?
Digital Marketing Tactics
There are plenty of Digital Marketing Tactics which fall under these 6-categories:
Social Media Marketing
Search Engine Optimization (SEO)
Pick a pillar tactic and double down on it when you’re just starting out.
If you’re a B2B Business Owner and Digital Marketing is something that you have wanted to begin to implement, I am building a Digital Marketing Foundations Lab and will be opening it up for testing soon. If you are interested in participating, please fill out this form.