What Comes Before Your Digital Marketing Strategy?February 17th 2015 Sally Ormond benefits, brand voice, Branding, digital marketing strategy, meeting customer needs
Where did you start?
If you want your digital marketing strategy to be effective you have to start at the right place.
Right at the beginning – how will you change your customers’ lives for the better?
What is that they really want?
- More money?
- More time?
- To be more successful?
- To be seen as a supporter for a cause?
- To be more stylish?
You can’t create a digital marketing strategy without knowing what your brand offers.
The same goes for your brand’s tone of voice.
How can you know how to present your information without knowing what it is you’re offering?
The language you use is directly linked to your customers and how you will help them.
A lot of companies will opt for flowery, descriptive language just because it sounds good, but what about substance?
OK, let’s say you’ve identified the benefits of your offering, you know who you’re trying to sell to and you’ve developed an appropriate brand identity – what next?
Where are your customers?
How will you know which forms of marketing to use if you don’t know where your customers hang out?
Granted, you’ll need a website and probably some email marketing, but what about social media?
You could blast across all the channels, but it would be more effective to target the channels you know your customers use.
Then you have to think about what you’re going to say.
How to be engaging
The whole purpose of your digital marketing strategy is to engage and build brand following and ultimately, loyalty.
Merely posting update after update about how great you are isn’t going to cut it.
Instead think about what your followers want – competitions, polls, images and videos are all great ways to boost engagement.
Does everyone know?
The final piece of the puzzle is your team.
Make sure everyone in your company understands your digital marketing strategy.
They must understand your brand voice and your social media policy.
Compliance, in any size company, is essential if you want your customers to receive the best service.
Once you’ve followed all the earlier steps and come up with your strategy, don’t just sit back and relax.
Over time your business will change, your customers will change and digital marketing will change. That’s why it’s important to regularly review your digital strategy to make sure your giving your customers what they want.