Company blog: Strategy

Below is a blog I wrote for Darwill in February 2018.


The first quarter of the year is almost over, and that means its time to review your digital marketing strategy. A digital strategy is an essential component of an organization’s marketing success, but according to Smart Insights, only 46% of them have a clear digital marketing strategy. If you’re uncertain of how to proceed, here are a few tips.

Decide on your platforms
Considering that 84% of consumers find businesses with websites to be more credible (Verisign), your primary digital platform should be your website. After that, consider email marketing, since 86% of consumers say they want to receive emails from businesses they like (Statista). Social media, PPC (pay-per-click), and display ads are also effective tools to add to your digital arsenal. When deciding to use one or all of them, think about which will resonate with your clients more – do you have clients that actively Tweet or update their Facebook statuses? Or do you think that PPC is a better route for you since WordStream reports that 65% of people click on Google ads when searching for a product or service?  

Know your audience
One of the most important aspects of developing your digital marketing plan is to determine your audience. Not only will this help you choose the platforms that are most popular with your customers, but you can then tailor your messaging. Why is personalization important? The DMA found that targeted and segmented emails are responsible for 58% of all revenue. How can you personalize your marketing? Add your customer’s names to your email. Avoid using complicated industry jargon in your website content– speak in a language your customers can understand. Mind your customer’s data – target your customers on Facebook with new customer specials or loyalty incentives.                                                                                                    

Set a solid marketing objective
Establishing a clear-cut goal up front can set you up for success. Are you looking to boost brand loyalty or increase your customer base? Once you’ve set a goal, set your Key Performance Indicators or KPIs. Look at your previous marketing efforts which will help you set realistic goals. Make sure to keep your KPIs S.M.A.R.T – Specific, Measurable, Achievable, Results-focused, and Time-bound. After that, your next step is to determine how you want to measure your KPIs. The best way to do so is by reviewing the data of your individual campaigns. Once you review the data, you can calculate metrics (i.e. percentages). After that, you can establish a list of action items to improve.

Establish a budget
While this may be a no-brainer, establishing a digital budget can be a complicated process in terms of knowing what to spend your money on. As we stated earlier, your website is the most essential component of your digital strategy. In order to boost your website’s visibility, you’ll need to also invest in SEO, local search, and possibly PPC. Why are these important? According to WordStream, 72% of people who conducted a local search online visited a store or business in their immediate vicinity. After that, review the other digital marketing channels available – PPC, social media management, social media advertising, display ads, and more. Once you’ve decided on what platforms you’ll use, you can then construct a more accurate budget. Over time, you’ll need to reevaluate your budget to see if you are spending the right amount on your products.

Developing a digital marketing strategy can be challenging, but these tips will give you the tools you need to get started 

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