Digital Marketing Strategy Planning Guide

 Digital Marketing Strategy Planning Guide

Have you ever seen a breakthrough digital marketing strategy, campaign, or project and thought, "Wow, why didn't I think about it?"

Even if you're not a digital marketer, you probably remember doing that at least once.

In the early stages of strategic planning, it is difficult to immediately create a comprehensive, popular strategy that is possible. To compensate for this uncertainty, a step-by-step guideline has been created to help you plan a digital marketing strategy without error. In 2020, let's take a look at the five key elements for a complete marketing strategy.

1. Buyer person a definition

First of all, you need to be able to define your digital marketing audience in one sentence. Buyer persona is the'ideal customer award'.

As an example, let's define a buyer persona for a clothing store called Macy's. The buyer is a stylish working-class woman in her thirties who lives outside the city and wants to fill her closet with inexpensive clothes, although it was made by a designer. Based on this definition, Macy’s marketing team is elaborating on the audience and working with a clear persona definition in mind.

Buyers have important demographic and psychological information such as age, job title, income, residence, interests, and problems they face. Macy’s persona also contains all this information.

2. Identify goals and means to achieve them

Your marketing strategy goals should match your business goal. As a marketer, your goal is to increase your online pre-booking rate by 10% this month.

Once a goal is set, we look for a suitable way to achieve it. Online software like SNS scheduler is useful for analyzing the likes and dislikes of potential customers.

3. Record your own media resources

Determine the resources you will use to develop your strategy. In a nutshell, media resources can be divided into Paid Media, Owned Media, and Earned Media, or Triple Media.

What is Paid Media,

Any channel that can be paid for to attract target audiences. Twitter, Facebook, and LinkedIn are representative SNS channels that provide Paid Media that are exposed to users. Types of Paid Media include Display Ads, Keyword Ads (Paid Search), and Sponsorships.

 3. Record your own media resources

Determine the resources you will use to develop your strategy. In a nutshell, media resources can be divided into Paid Media, Owned Media, and Earned Media, or Triple Media.

What is Earned Media,

User-created content. This includes virals such as Twitter retweets, which are shared on social media, and Instagram photos that mention our company.

Effectiveness is maximized when collecting and consolidating media resources with triple media. If you already have a company blog that publishes weekly content on Owned Media, you can promote your blog post with Paid Media on Twitter, and this post will have an impact as Earned Media. After all, media strategy performs best when triple media is integrated.

Can you take advantage of all the benefits of triple media integration without spending a dime? You can do it as long as you can post on Twitter or Instagram and add the appropriate hashtags. However, it is advisable to discard media that does not meet your marketing goals. Because you have to take only what you need to be efficient.

How to measure the results of your digital marketing strategy?

 Digital marketing has become an indispensable strategy for today's entrepreneurs. In addition to having the opportunity to win new niche markets, many companies are able to increase lead capture (potential customers), improve sales, and create market authority.

However, creating a website or page on a social network is not enough to achieve great results with strategy.In fact, digital marketing needs to be measured, evaluated and constantly reinvented, as the Internet is an environment of multiple dynamics and interactions.

According to a survey, this is the challenge of 50% of marketers: finding the right metrics to evaluate the results of campaigns.

Therefore, today's article will provide some tips on how to measure your results Digital Marketing Strategy. Follow the reading and learn more!

4 metrics for evaluating digital marketing initiatives

Analysis of results in digital marketing is a process performed through metrics, which is a quantifables measurement system, which is able to demonstrate the behavior of a business variable.In this way, it is possible to measure the performance of any action.For example, when A recycling company invests in Facebook advertisements, the reports generated by the social network itself bring a series of information, which can be translated into observable metrics.

Below, we have separated some of the main indicators in digital marketing. check out!

1 - ROI

ROI (Return on Investment) is one of the most important metrics, as it deals with the income for a company by a given campaign. Thus, the indicator indicates whether a particular stock is truly efficient.

However, it is important to note that ROI should not be evaluated alone, as the outcome of the metric alone is not sufficient to analyze a campaign as a whole.

2 - Bounce Rate

The bounce rate, also called the bounce rate, shows the percentage of users who left your site or blog on the first page (closing the address, clicking the redirect button, among others).

For example, industrial maintenance companies you can see that the bounce rate on blogs is very high. However even though the page is getting a lot of visitors, they do not stay on the site, which is not a good indicator.

When this happens, it is worth assessing the reason for the rejection, such as:

      *Difficulty navigating on mobile devices;

      *Unattractive page layout;

      *The site takes time to load;

      *Tired design with disorganized elements.

There are several factors that can lead to buoyancy rates. So it is always worth noting whether it is showing bounce rate growth.

3 - Conversion Rate

The conversion rate measures the amount of sales generated by digital marketing actions.

In other words, with a Facebook campaign, the company succeeded in earning from sales of how many market systems, for example.In addition, conversion rates are also used to measure access, downloads, newsletter signups and other initiatives capable of converting users into leads.Because of this, it is one of the most important metrics of digital marketing, as it allows to discover flaws and successes throughout the campaign structure.

4 - Cost of acquisition per customer

Each digital marketing strategy uses acquisition cost per customer (CAC) to calculate the amount spent to replace a new consumer. The formula for the metric is as follows:

CAC = Value of Investment / Sale

The CAC takes into account the expenses involved in the acquisition of each buyer directly. Thus, the metric also considers sellers commissions, paid salaries, monthly fees for software and marketing automation, etc.

With this, it is possible to establish how much each customer is eligible for your company. Thus, if the assembly of the electrical panels of the CAC is very high, for example, it may be necessary to invest more in customer loyalty strategies, rather than with the acquisition of customers at a heavy cost.

Conclusion

The first step in measuring your results is to know the digital marketing strategy key metrics.However, to compare the results of each campaign, it is beyond calculating indicators and investing in graph analysis.With this, it is possible to recommend targeted information, in addition to checking whether actions are actually effective, based on a range of information, making decisions more assertive.

This lesson was originally developed by the blog team The Investment Guide, where you can find hundreds of informative content about various segments.