DIGITAL MARKETING STRATEGY

A digital marketing strategy is a plan that makes use of internet channels to establish an online presence and achieve specific marketing objectives. Your website, social networking accounts, sponsored ads, organic search results, and other web-based platforms could be some of these channels.

HOW TO WRITE A STRATEGY FOR DIGITAL MARKETING

CAPABILITY AUDIT

A capability audit of a firm, business, or organization might reveal areas in need of improvement. It is feasible to decide where to deploy resources, what capabilities are available internally, and whether outsourcing or upskilling is required by performing a digital marketing capability audit. 

 

SWOT ANALYSIS

The purpose of a SWOT analysis is to determine an organization’s or project’s Strengths, Weaknesses, Opportunities, and Threats. It is a framework for matching the objectives, initiatives, and capabilities of an organisation to the setting in which it functions.

Strength

A strength is a capability or resource that the company can employ successfully to meet its goals.

Weaknesses

Anything that prevents an organisation from accomplishing its goals—a constraint, flaw, or defect—is considered a weakness.

Opportunities

Any beneficial circumstance within the organization’s surroundings is considered an opportunity. The rising demand for a good or service and the company’s capacity to capitalize on it by satisfying that demand are typically the result of some kind of shift, trend, or unmet need.

Threats

Any negative circumstance that might affect an organization’s strategy is considered a threat. Threats include anything external that can cause problems, hurt, or damage, such as a barrier or restriction.

 

OBJECTIVES

Developing goals helps a firm achieve its objectives by providing answers to the questions of where it wants to be and how to get there. Establishing realistic goals promotes responsibility, clear direction, and efficient use of time and resources.

Objectives ought to be SMART and connected to the main problems identified by the situational analysis:

Specific: Be explicit about the results you desire to get.

Measurable: Using what measures will you gauge your progress towards your objectives.

Achievable: Are your objectives doable and reasonable? In order to provide teams with a challenge, a goal should be challenging but not impossible to achieve.

Relevant: Is your objective appropriate for your clients and business.

Timely: Give resources a realistic timeframe to accomplish tasks.

RACE MODEL

The RACE framework, which was designed, can help businesses enhance their digital marketing tactics and give a complicated ecosystem structure. The five primary phases of the client buying funnel serve as the foundation for RACE planning: Plan, Reach, Act, Convert, and Engage.

Race

Reach is the process of generating more traffic to various online presences, such as your main website, microsites, or social media pages, by boosting website visits and raising brand awareness on other websites and in offline media. Using various sponsored, owned, and earned media touchpoints, it entails optimising reach over time to achieve multiple encounters.

Act

Act means interact in short. It’s a different stage since one of the biggest challenges facing internet marketers is encouraging interactions on websites and social media to generate leads. The goal is to influence website visitors or potential customers to proceed to the next stop on their trip, which is usually the next Action they take after finding your website or social media profile.

Conversion

This is the online or offline equivalent of conversion to sale. Whether the payment is made locally or through online means, it entails persuading your audience to take the crucial next step that converts them into paying clients.

 Engage

This is long-term engagement, which entails establishing a relationship that will last for a long time with new customers in order to foster repeat business and customer loyalty using email, social media, direct encounters, and customer communications on your website to increase customer lifetime value. It can be assessed by tracking recurring behaviors like making sales again and posting information on social media.

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