Your company may have been digitally marketing itself for a while, but how do you know efforts have succeeded? Have you met your goals? What do you want your website and social media to say about your company’s brand and its value to customers? Read on to learn more about developing a digital marketing strategy.
Consider Your Goals
A good first step in developing (or refining) your digital marketing strategy is considering broad business goals. Your website, newsletter, blog and social media serves as your company’s brand–who you are and what you offer. Besides branding, what are other specific business goals? For instance, do you want more revenue from existing customers? Do you want more new customers? Direct more traffic to your website? Having determined broad goals, you can then consider strategies to meet those goals, and specific ways to put your strategy into action. One way is to determine your ideal customer and target content to that customer.
Make Content a Cornerstone
Once you’ve found your ideal customer, consider what they need and want. What questions do they have that they need answered? Content that is relevant, timely and engaging will bring visitors to your website, blog and social media pages. You can use a blend of your own content and syndicated content from other sources. As always, include search engine optimization (SEO) keywords in heading lines and throughout your content so that your website will get a high ranking with search engines. Including a clear call to action will encourage your visitors to interact with you and become repeat visitors–and customers.
Metrics Help Gauge Your Success
Once you have developed and implemented your digital marketing strategy, how will you know it’s successful? If you want a 25% increase in website traffic, how do you know you’ve met that benchmark? Numerous metrics exist, such as organic versus paid traffic; new versus repeat visitors; which pages on your website get the most views; and how many visitors have subscribed to your newsletter. You can then assess how effectively your content has engaged customers. On the social media front, likes, comments and shares can tell you what content is getting noticed. You can also find out how many click-throughs you’re getting with your newsletter, and know that your content is read and appreciated.
With so many people online, you want your digital content to reach, engage and convert visitors, making them customers. For help with your strategy, contact us today.
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