What is a digital marketing strategy?

• A plan for achieving specific goals through online channels to support & advance business objectives.

How to plan an effective digital marketing strategy?

• Research your audience

• Set goals

• Review existing media for goals

• Select marketing channels

• Plan content

• Measure & analyze results

What step comes after there is a digital marketing strategy in place?

• Set marketing-specific goals.

  • Marketers set their goals before establishing a digital marketing strategy. After the strategy is in place, they can create the content to run campaigns.

What is Media Mix?

• The combination of digital channels you use to reach your goals & how you divide your budget among them.

  • To select your media mix, you’ll first review your existing media content to find out if there are any gaps after that.

  • You can decide which channels to focus on and what content & campaigns to run on those channels & how to allocate your budget.

Why is it important to know your audience?

• You can create digital marketing campaigns that interest & engage them. This can lead to brand growth & increased awareness.

• It’s also important to understand what content your audience likes & how they like to consume it.

  • Do they enjoy receiving numerous content via email?

  • Do they like to be introduced to new products via social media ads?

Who is your audience?

• Customer personas represent a group of similar people in a desirable audience.

  • Creating customer personas can help a company figure out how to reach people at the same time & with the right message, offer, or products.

• You can find the information needed to create your personas using surveys, interviews, &/or data that already exists in your automation tools.

  • Demographics like age, gender, geographical location, income, education, & job type.

  • Ask questions based on your business’s goals. Find out what the customers’ traits, and hobbies, are & which social media platforms they use to engage with brands.

What’s the difference between a marketing goal & a business goal?

• Business goals are desired aims, achievements, or outcomes for a business.

  • Typically big, long-term, & have the potential to affect an entire company.

  • Examples of business goals would be, increasing profits, gaining new customers, improving customer service, raising productivity, or launching new products or services.

• Marketing goals are specific to marketing efforts, but should always contribute to business-wide aims.

  • Tend to be smaller, more targeted, & related to marketing activities.

  • Examples of marketing goals include raising brand awareness, increasing web traffic, generating new leads, and driving sales or conversions.

To connect marketing goals to business goals, what qualities must the goals share?

• They need to be specific and measurable.

What are SMART goals?

• SMART stands for specific, measurable, attainable, relevant, & time-bound.

  • Specific: What do you want to accomplish?

  • Measurable: What are the success metrics that will determine whether the objective has been met?

  • Attainable: Is this a realistic goal that you think you can meet?

  • Relevant: Is this email marketing goal aligned with your company’s overall objectives?

  • Time-bound: What is a realistic time frame that this goal can be met within?