Discover our five step guide outlining how to start a digital marketing strategy.
Whether you’ve just set up your own website or even if you’ve had one for a while, it’s important to spend time strategising your online marketing activities otherwise you could be considered to be building on sand. While it may be a daunting prospect, it will save you a lot of time and money in the long run. Here, we will run through easy-to-follow steps for how to start a digital marketing strategy.
Step one: Define your goal
What are you looking to achieve? It’s important that you set clear and achievable goals before you define your strategy. By doing this, it will ensure that you use your time in the most efficient way possible. Goals that you may consider could include, ‘X’ amount of sales through your website, ‘X’ amount of enquires, an increase in website traffic, or database growth. When you have set your goal, it is important to confirm your key performance indicators and put plans in place to track them.
Step two: Get to know your audience
In order to ensure that you don’t embark on a scattergun approach to your marketing, it’s imperative that you spend time getting to know your audience and their behaviour. This will ensure that you use your budget and time in the most effective way possible.
If your website has been set up for a while and is connected to Google Analytics, you will be able to find invaluable demographic data including age, gender, location, and interests. Another great place to look is the insights area of your Facebook page. Using this data, you will be able to create an accurate customer profile.
However, if you don’t currently have a website, don’t despair. A good place to start is by taking time to create a customer profile based on key characteristics including age, gender, affluence, and location. To get a head start, consider surveys (online and offline) and focus groups.
Step three: Find your audience
Once you have identified your key demographic and created a customer persona, it’s time to get in front of them. The best way to discover where your audience can be found is by conducting a competitor analysis. By conducting a competitor analysis, you will find out where your competitors are focusing their marketing efforts and this will put you in good stead to follow suit and then spot gaps that they have missed.
On a basic level, take a look at which social media platforms your competitors are using and to what extent, whether they have an email marketing list, whether they are using paid search/display campaigns. To delve a little deeper, consider using tools like Majestic to discover where your competitors’ backlinks are coming from or SEMRush to uncover their most valuable keywords. (Take a look at our SEO services to see how we can help out with your competitor analysis).
A competitor analysis will also help you to discover customer pain points and then offer solutions that your competitors aren’t capitalising on. This will ultimately give you the edge when it comes to driving actions.
Once your audience has been identified, you will be able start work on segmenting them into key lists. This will be a major help once you start analysing conversions, as it will show your most valuable audience demographics.
Step four: Set your budget
When thinking about how to start a digital marketing strategy, arguably the most important factor is determining how much budget you have available. Whether you have a little or a lot, if you don’t set a budget and stick to it, you’ll quickly see the money and results dwindle. Set a percentage based on perceived ROI and work to that and remember to constantly analyse results and make improvements as required.
Step five: Convert
Once you have completed the steps above, you will begin to see quality traffic hitting your website. It’s important that those users are able to convert as quickly and effectively as possible. Study the user journey and analyse areas that could be improved. As user behaviour changes, particularly when thinking about browsing across different devices, it’s important to look at all aspects of the user flow. Research by Gomez.com suggests 88% of online consumers are less likely to return to a site after a bad experience, so first impressions really do matter.
Look at the goals that you set out in step one, can users achieve these easily no matter which device they are on? If not, improvements will need to be made. Even if you are see a good level of goal completions, there will still be areas that can be improved to streamline the journey, and retain existing customers.
To conclude, hopefully this guide helps to show how to start a digital marketing strategy and the key aspects to consider. To discover more about how we can help you make the most of your digital marketing efforts take a look at our services. For any questions, please feel free to get in touch with us.