In the modern marketing landscape, a considerable chunk of your marketing efforts should be dedicated to developing a bullet-proof digital marketing strategy. It’s only logical, given that your consumers and peers are always online.
Gone are the days when you needed a billboard ad or a front-page advert in leading magazines and newspapers. Channeling your marketing efforts on social media and online is the best way to target a relevant audience on a global scale and that too at one-tenth the cost!
What is a Digital Marketing Strategy
Simply put, a digital marketing strategy is a blueprint or plan of action that covers and dictates all the actions your business needs to take in order to achieve your marketing goals online. And when you’re working towards growing your tech business, a strong digital marketing strategy can be instrumental in transforming your business into a promising brand.
How to Build an Effective Digital Marketing Strategy
Your digital marketing strategy will vary in terms of goals and scale depending on the nature of your tech business. A smart digital marketing strategy is an effective way to focus on the goals at hand and to meet those objectives.
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Here’s how you can go about building a comprehensive and effective digital marketing strategy:
1. Understanding your audience
The purpose of any business marketing strategy is to catapult the business to success. Therefore, it is imperative to understand who you are marketing to and who your target audience is. Building buyer personas is a smart way to get started. You can create buyer personas by researching, conducting surveys, and interviewing your customers and members of your target audience.
Depending on whether you’re a B2C or B2B tech business, the questions you ask will vary. Ideally, your research pool should consist of a balanced blend of customers and people who align with the definition of your target audience.
Demographic factors to consider:
Psychographic factors to consider:
- What goal or purpose does your product serve?
- What are the challenges faced by your customers?
- What are the hobbies and interests of your target audience?
- What values or aspects do your target audience stress on the most?
2. Identify your goals and how you want to attain them
Broadly speaking, your digital marketing goals should be perfectly in sync with your business objectives. For instance, if your tech business is looking to increase online revenue by 25%, your digital marketing goals might need you to generate more leads and drive traffic to your website or landing page to contribute towards that success. You can use tools such as HubSpot for measuring your goals and the overall effectiveness of your digital marketing strategy.
3. Assess your existing digital marketing strategy
Consider your owned, earned, and paid media framework and evaluate your existing digital marketing strategies to see if you can tweak it for better results.
- Owned Assets: This refers to the digital assets such as your website, social media handles, blogs, bespoke images and videos, and any other online marketing asses that your brand owns.
- Earned Assets: This refers to all the visibility and exposure your brand has earned over time. This includes any PR or content that you’ve submitted as guest posts and any press mentions and positive feedback or reviews that you’ve earned on social media or otherwise.
- Paid Assets: This refers to any assets acquired by paying or spending money to get your target audience’s attention. This includes spends incurred on Google AdWords or paid social media ads, sponsored posts or ads on other websites.
Spend some time to assemble all this information so you can clearly chalk out what you own, what you have earned, and what you have paid. You may choose to include all three channels to amplify your digital marketing strategy and generate more traffic and leads.
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4. Plan your content strategy
Content marketing is the most common element in the three types of assets mentioned above because you need to distribute content across paid and organic mediums whilst earning backlinks from reputable websites. Content is pivotal to your digital marketing plot since you it helps to draw people to your website and convert them into promising leads or even customers.
A sound SEO and keyword strategy are needed to boost the effectiveness of your blog content. A thorough keyword research will help you find the most fitting keywords to target the most relevant audience. Planning an effective content strategy can genuinely do wonders to supplement your digital marketing strategy.
5. Bring it together
Now that you have all the pieces of the puzzle and the chart to put it together, all you have to do is assemble it. To sum things up, this what you have:
- Your buyer persona Clear profile(s) of your buyer persona(s)
- Your marketing goals
- An understanding of your existing digital marketing strategy
- An effective content marketing strategy
Now, it is time to complete the puzzle with a sold strategy that amalgamates all of these together.
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