Have you ever planned a digital marketing strategy?
Building a digital marketing strategy of your brand doesn’t cost a million. Would you believe if I tell you that you can build your digital marketing strategy in a few steps?
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Brands are getting more social these days. They’re trying to connect with their customers and attracting the prospects to get in touch with them.
What if something is still missing?
Suppose you’re a brand in Los Angeles, you’ve got your Facebook page, twitter handle, and a website.
Do you think it’s enough?
Most of us would say YES…
Because they haven’t been told the other side of the digital marketing strategy.
If digital marketing is just an online advertising strategy then brands like Hubspot and Content Marketing Institute wouldn’t have existed…
Forbes and Entrepreneur wouldn’t have been publishing content.
Copyblogger and Backlinko wouldn’t have been so popular.
They provide VALUE.
If someone tells you that digital marketing means Facebook and Twitter Ads, then try to research a bit about this…
In fact, read this article all the way to the bottom.
The next part will help you start developing that VALUE.
What if your brand becomes POPULAR in the city?
What if your official blog’s content considers as an AUTHORITY?
So, hang on…
And, don’t miss the walkway out of the fluff…
You might end up getting some suggestions for your business:
1. Connect with Local Customers using Google
At step 1, we have to look at the solution that Google provides our brand for free.
We have to agree that everything related to online search begins with Google. One wants to get organic search traffic, thinks about Google search engine in the first place.
You got a website. Fine!
You got social media profiles. Fine!
You got a blog. Fine!
Do you think it’s all done?
‘Google My Business‘ comes in handy for brands, business, and organizations looking to get digital and social. It empowers the brands by connecting maps, search, and google+ altogether.
If you’re familiar with local search targeting, then you’ll easily understand the importance of ‘Google My Business’…
Before you spend hundreds of thousands of dollars on online advertising, make sure that you officially exist in the Google maps.
It’s a process of local business verification which makes your business credible and authoritative.
It doesn’t just provide your customers with the direction to your office, but it makes an impact on your site’s organic reach since your site becomes a little credible after proper verification.
For instance, if you’re in Los Angeles and want to find the location of mobile accessories store in LA, you might search on Google and see this:
The businesses who have verified profiles on the Google Maps are appearing on the first page. It means these brands aren’t missing some local customers who are searching on Google about mobile accessories.
If you’re concerned about local SEO, then you must consider this.
2. Identify the Target Audience in the City
Once you’ve figured out that which city you should be targeting, it doesn’t end the story. The city you’re planning to reach and dominate would be the home to millions. So, it means that your digital marketing strategy won’t be focusing on the millions of people out there.
At this step, we’re going to study that how to find that target audience.
For instance, if you visit Los Angeles for the time ever, and looking for nearest Starbucks coffee shop on Google Maps, would you search for ‘Starbucks Los Angeles‘ or ‘Starbucks San Francisco‘ … well, obviously, you’ll type in Starbucks Los Angeles to find the direction of nearest Starbucks coffee shop to you.
Because you’ve clearly identified that you’re in LA.
And, Google Maps is smart enough to understand the command.
Here comes the digital marketing’s impact:
If your brand is in Los Angeles and you want to reach hundreds of thousands of potential customers out there who are searching for things you sell, then you need to create the online presence of your brand around that NEED (of prospective customers)…
There are three quick hacks of building your brand around prospects’ need:
1. Adwords Keyword Planner
Adwords Keyword Planner is a Google Adwords’ keyword planner tool to analyze the keywords strength, number of searches, and other dynamics of the keywords. So, what Adwords Keyword Planner can do for your brand is, it can help you find out the relevant keywords being used in the searches in your city.
2. Content Marketing
Content Marketing is a strategy of building various types of content such as blog posts, articles, videos, audio, infographics, and pictures to reach out to the audience and communicate the brand’s message. What content marketing strategy can do is, it can provide you with a platform to make an online existence of your brand. For instance, an official website and a blog can be used to publish the content about brand’s products or services, which can further be used to communicating with the audience and reaching out to the newer audience.
3. Facebook Advertising
Facebook Advertising does the wonders for digital marketing. It has a variety of demographic, geographic, and interest filters to wipe out the clutter out of your audience and take your ads right in front of the target audience. Facebook advertising is a rapidly growing online advertising option because of that diversified users information data and interests-based filtering.
The quest to Identify that TARGET AUDIENCE is still there.
There are a bunch of questions you should ask yourself, such as:
- Who wants your product?
- Where do they exist?
- Why do they need your product?
- What are you doing to reach out to them?
- Why should they prefer your product?
- Where are you looking for them?
Once you get the answers of above-mentioned questions.
It will a whole lot easier to develop a digital marketing strategy for any kind of brand.
3. Tailor Targeted Solutions
At step 3, you have to settle things down. What happens is, when things get going, the priorities get harder to keep. Same thing happens with the solutions providing when you have a whole heap of services to offer, things get a little mixed up.
At this point, you as a seller or business owner must alter the marketing strategy in order to efficiently reach out to the target audience.
Following are the credentials to look after for this:
- Customized Solutions
When you’ve figured out the exact target audience of your brand, it gets easier to understand their NEEDS. It will be a lot better if you design solutions for them. Once you know their problems which haven’t been addressed previously, you get a chance to avail the opportunity of offering customized solutions for the target audience. For instance, KonBola App helps you find your friends who are in any kind of emergency.
- Territorial Needs
Territorial needs are those requirements that have to fulfill for the specific audience. For instance, If you’re targeting Chinese market for your product, you must have a proper command on Chinese language and norms to understand the NEEDS in order to shape those territorial solutions. So, linguistic assistance could be a perfect example of territorial needs.
- Innovative Approach
One of the ways of entering into a market or designing specific solutions for the certain audience, it might be an interesting proposition to come up with a new idea. Uber revolutionized the taxi system and getting a ride in the USA. Now it’s available in 67 countries.
4. Develop a Value-driven Content Strategy
There is no way around to keep website visitors coming back on your website other than KEEPING THEM ENGAGED through a number of ways. The online marketing campaign’s success isn’t to just bring the traffic onto the website, in fact, converting those first-time visitors into regular visitors and, later on, paying customers would be the job to do.
What does online advertising do?
Once it’s done perfectly, it will start bringing a number of visitors on your website. The quality of advertising strategies will derive the most out of your advertising campaign. If you successfully drive the prospective customers and targeted leads onto your website — and they’re not ready to purchase yet— then what?
Here comes the content strategy.
The content strategy is the backbone of your content marketing plan. A well-designed content strategy helps you build great content, guide you throughout the pathway to find the prospects and make them stick to your brand over the course of next phase, depending upon the quality of value you’re delivering to them.
If online advertising would be the only solution to engage, capture, and convert the prospective clients, then content marketing wouldn’t have existed. And, brands like Newscred, MarketingProfs, and Social Media Examiner wouldn’t have reached the point where they’re now.
Envato knows the power of content strategy. They are one of the biggest online web stores in the world. Envato is based on a number of marketplaces. They have a blog which is being used to engage, inform, and educate the audience.
Slack does the same thing. In fact, they’ve launched their blog separately using Tumblr service. Nevertheless, they have their way to engage the audience regardless of what their content publishing is.
In digital marketing, when the content does its job, it means the VALUE is being delivered through the content.
5. Choose the Suitable Social Platforms
At step 5, a brand has to understand the value of social engagement and followership building. In order to get socially engaged with people, it’s extremely important to choose the social networks wisely. Once a brand spends a year or two on the particular network (or networks), it won’t be suitable to start over again with other social networks. It could be possible to add additional social media networks in the arsenal over the course of time but the basic networks which were chosen back in the days won’t be neglected for the lifetime of the brand.
There are dozens of references available that talk about the right social network for your brand, but almost all those references talk about the basic elements, such as:
1. Business type – What does your company actually do?
2. Audience personality – What type of audience do you have?
3. Product nature – What kind of product do you make/provide?
4. Target market – Where does your audience exist?
Jayson DeMers wrote an article on Search Engine Land. He discussed the types of social networks such as YouTube, Vine, Pinterest, Instagram, Twitter, Facebook, Google+ along with the types of business models.
Scott Levy did the similar thing in his Entrepreneur.com article. He mentioned a few top social networks along with the type of audience they have.
6. Create your Marketing Master Plan
Forget about the top brands for a sec. They won’t give you bucks to spend on your MARKETING. So, the backbone of your whole marketing strategy should be ‘BE YOU’…
The ‘BE YOU’ marketing strategy means, don’t adopt the strategies already tested by others.
It’s true once in a while you have to follow the traditional style of marketing just to stay in the business and to beat the prices on the market.
You don’t have to spend money on Facebook Ads just because your competitors are doing that.
In fact, if you feel that your audience may exist on Facebook or the Facebook users might be the ones who should be using your product or service, then you should try out.
I’ve said this before, the ‘marketing plan’ doesn’t mean just an ‘online advertising plan’…
An online advertising is just a part of the whole MARKETING PLAN.
The ingredients of marketing master plan:
1. Your brand’s story
It all starts with a great story. Recall the plan of your brand. How it all started and how you reached here so far. There is always a story inside the MAKING OF A GREAT BRAND.
Find that story. Be the storyteller. Maybe, you need to tell your story via YouTube video ad or Facebook video ad.
2. The best features
The best features mean how exactly your product or service is helping the audience out there. You must have a solid list of great features that meet the demand of the target audience.
The best features are the traits that give you a chance to speak up and communicate the target market.
The features display plays a psychological role in the customer acquisition. The bullet form of content is easier to read and understand. As far as web design philosophy is concerned, often times it gets you a call-to-action, which helps you improve your lead generation process.
The maker of Video Make FX does this bullet display thing on its website:
Take a look at the example of LeadPages. They have displayed all the features on a dedicated features page on their website. This page helps readers understand the functionality and processing of the LeadPages software.
3. Your product’s competitive edge
Find the specialty of your brand in order to maximize the value for customers. There would be nothing better to highlight a competitive edge than anything in the marketing campaign.
Brands do it all the time. Your brand is your representation. It’s your domain. So, show it to the world that what you have gotten.
SEMrush gives a clear message to digital marketing professionals.
4. Online Platforms
In order to get your word out there, you should pick the right platforms. There are a number of social media platforms, you don’t have to be a jack of all trades, so try to pick the most relevant social media network to start engaging the audience.
Similarly, there are a bunch of online advertising networks available to choose. Once there was a race of PPC vs. CPM advertising, now it’s online advertising vs. social advertising.
Facebook, Twitter, Instagram, Pinterest, and many other platforms have successfully developed their advertising channels which allow brands and companies to advertise their businesses through these networks.
5. Strategy of reaching out
Once every brand who is looking to get started with branding, content creation, and online advertising, it requires a strategy of reaching out to the audience. The strategy helps a brand recognize the following things:
1. Engagement Goal – This is why you’re engaging the audience
2. Audience Need – What they need to know
3. Value to Deliver – What you got to deliver them
7. A/B Test the Digital Strategies
A/B testing is an online strategy of testing two cases. Most of the times companies use A/B testing to analyze the performance of a website or a landing page in order to find out which works better than the other.
In digital marketing A/B testing has a huge role.
Facebook Advertising provides you a chance to run multiple ads to analyze which works better than the other one.
Similarly, in Google Adwords, there are options to find out which keywords are working better in your campaign and which ads are performing well in the same campaign.
Online Marketing tools like Optimizely and Unbounce help websites owners, brands, and online marketers to create landing pages with A/B testing system to identify that what does work and what doesn’t.
A/B testing isn’t limited to online advertising or landing page builders. It’s a strategy for testing two cases such as case A and case B, in order to find out the best one. Anyone with two or more models (of anything) can use thing strategy to find the result. It just requires a process funnel through which the result come into existence.
It’s your time to decide about digital marketing.
If you want to take your brand off the ground, you would have to make certain decisions that will write the fate of your brand.
Remember, in order to stand out of the crowd, you have to be the best for your specific audience.
As Albert Einstein said, “Try not to be the man of success, but rather a man of value”…
So, find that VALUE in your brand to put it out there and send it away towards your prospective clients.
The digital strategy is a just a medium. The MESSAGE is the core thing going out of your suite.
Tell me something:
What will you do now to become a digital marketing rockstar?