After reading an article by Mashable “Does Your Business Need a Full-Time Social Media Team?”, I was once again reminded how complex and time consuming creating a digital marketing strategy can be. After all, there is an entire industry dedicated to the social media marketing of businesses and corporations. And as part of a digital marketing team, I thought it would be a good idea to reiterate the basics of developing a successful digital marketing strategy.
Digital marketing strategies rely on incorporating traditional public relations principles with current social media trends. But to be successful, it’s important to find the right strategy. Specifically, this means researching your audience, choosing the appropriate social media, and creating measurable goals all in an effort to engage and build with your audience.
So when developing a digital marketing strategy for a class project, internship, or at a job, here are some key things to keep in mind:
Know your audience.
It’s simple, the more you know about your target audience, the better your strategy will be. However, knowing your audience means you must do a significant amount of research to fully understand your audience and their expectations.
Identify where your audience goes on the web for information, paying special attention to “pain points.” Pain points are problems or weaknesses apparent in the current marketing strategy. These pain points aren’t currently adequately (or perhaps not even at all) the audience’s needs and expectations. Think like your audience. Pain points can help you identify opportunities that allow you to better connect with the audience. Understanding how your audience currently interacts with the product or company will help you market to them more effectively.
Choose social media platforms based on audience and audience research.
It’s easy to become over zealous when adding social media into your strategy. At first, you might feel pressured to incorporate Facebook, Twitter, Instagram, Pinterest, Google+, Vine, Tumblr, LinkedIn, and every other social media platforms into your strategy, but take a step back and really look at your research and audience. Ask yourself, “Is my audience active on Twitter?” “Do they really use Instagram?” Questions like these will help you focus on where your audience is actively participating on the web. From there, you can peruse and take notes on the types of content your audience most frequently interacts with.
The key to successfully using social media as part of your strategy is not to stretch your brand. It is always better to be sincerely engaged with your audience on one or two platforms than just to have a presence on seven or eight platforms. Successful social media management requires a fresh supply of relevant content and daily maintenance. Actively participate in your chosen social media outlets and don’t worry about the rest.
Set realistic, measurable goals.
It’s easy to become overly ambitious when setting your marketing strategy goals. It is extremely important to set goals that are attainable and measurable. So, how do you do that?
Firstly, understand that marketing strategies take time. Strategies do not work overnight, and receiving substantial feedback on your strategy often takes weeks and months. Develop an overarching goal to your strategy, but make sure to create smaller goals throughout your timeline in order to track your progress. Smaller, more refined goals will allow you to make adjustments to your strategy along the way.
Secondly, a marketing goal should be measurable. Measuring your strategy means being able to compare metrics according to a set timeframe.
Not an analyst? Don’t worry. There are hundreds of free online analytics tools available on your computer, tablet, or smartphone. Facebook even has their own analytics tool, called Facebook Insights, and they’re getting better all the time. Facebook’s Insight tool now helps you benchmark your marketing strategy, see when your audience is online, and better visualize Page Likes growth through new graphs.
Like every company, every strategy is different. At the most basic level, digital marketing strategies strive for research-rich audience data, relevant and appropriate use of social media, and measurable and attainable goals to be successful.
Hope this is a helpful resource for your digital marketing endeavors!