The key to a digital marketing strategy is to understand what you are trying to achieve and then determine, over time, if you achieved that goal. To start, check your company’s objectives. Then, determine which marketing tools and actions will best support those goals. Analyze what makes these actions successful and how you are going to measure that success. Then, establish a plan to accomplish those actions over the course of a set period of time.
Be sure to ask yourself:
- What do you mean and to whom?
- What determines the success of this strategy?
- How will I do everything?
The first rule of the digital marketing strategy is to set goals. Your business Marketing must be directly related to your sales efforts. Because more traffic on your website means greater opportunities for conversions and sales opportunities, examples of sales-related marketing goals include increasing traffic to your website and increasing the conversion of contact forms on your website.
What are the objectives if you cannot know if you are reaching them? Establish a way to monitor progress toward your business goals. This could be done with free website tracking software such as Google Analytics or paid software such as HubSpot.
Determine appropriate marketing actions
So how do you start to notice a change towards these goals? Let’s dive deeper.
Increase website traffic.
Increasing traffic to your website is an objective that you can pursue through a variety of strategies. When deciding what you implement, it is better to determine what type of audience you are trying to attract to your site. Think about where your ideal customers are most likely to find products or services like yours.
You can increase Google traffic with search engine optimization (SEO) efforts.
You can buy advertising to increase traffic to your site with Google Ads, social media platforms, television, radio, etc.
You can generate traffic from the content that your company publishes on social media platforms such as Facebook, LinkedIn, Twitter.
Increase the sending of website contact forms
The number of contact form submissions on your website is directly related to the amount of traffic that reaches the site. Consider your ideal clients and their recurring shopping trips, you can anticipate the needs of your buyer and offer them relevant information on your site. If a website visitor considers the content of your site relevant and valuable, they are more likely to be interested in doing business with you and fill out your contact form.
Once you have determined what actions to take, it is important to plan your marketing efforts to maintain consistency. First, divide the year into quarters of three months each. Then, assign one task per month that you will do each quarter. For example,
Month 1 – Social networks
If you know that your audience actively uses social networks to learn about products or services and you have used tracking your site to see that people find your site on social networks, you can plan your publication calendar on social networks in advance. To determine your optimal publication frequency, start where you feel comfortable and monitor the results to succeed over time. If your efforts in social networks are successful, you can see an increase in traffic to your site from the sources in google analytics.
Your task for the first month is to schedule your social media posts for the quarter using a social media publishing tool or application like Facebook Business.
Month 2 – Blog posts
Use your site tracking to determine which pages are visited most frequently. Use the topics on these pages to write articles to publish on your website’s blog. In this way, you can use your blog to offer users of your website relevant content on topics that they know are of interest based on the historical data of your website. To determine your frequency of posting blog articles, start with what you know you can accomplish and then monitor those efforts to succeed. If your blog works correctly, you will see an increase in website traffic classified as “organic”, which means that it comes from unpaid search results. You will be able to know if the content you are producing is relevant to your site visitors if the time on the page increases and the bounce rate decreases.
Your task for month 2 is to commit to a total number of articles that you feel comfortable with and start writing them. One or two blog articles per month is a great place to start. Remember, one a month is better than none!
Month 3 – Follow-up
Track your results using the platform of your choice. While this task may seem the least intense, it is the most important because it makes no sense to complete the marketing tasks if they are not bringing success to your business. Each article you publish and each publication on social networks that you share should have an effect on your company. If not, consider reducing that work or replacing it with other more relevant efforts.
Your task for month 3 is to analyze the work you have done in the previous months and use that information to make a plan for the next 3 months.
Marketing is an experiment, so, while it is true that “something is better than nothing”, you will see more success if you monitor your efforts and modify them to achieve success. You don’t have to spend all your time. Make a detailed plan and use the real data of your site to confirm the effectiveness of your efforts.
If you would like help to achieve your company’s marketing objectives, contact the Ca Design Studio team. We can help you develop a complete marketing plan to attract your ideal customers, engage them with your business and increase potential customers and sales.