It’s not too early for you to think about your 2021 Digital marketing strategy. Having a strong digital presence is more important than ever before in this unique and uncertain economic setting. Due to the COVID-19 pandemic, the number of consumers staying home are increasing, your business needs to be visible and enticing to them who shop from their living rooms or so. Don’t worry about it if you are groaning at just the thought of writing a digital marketing plan – we will work with you through all the steps you need to create an easy and successful digital marketing strategy for 2021.
What is a Digital Marketing Strategy?
A digital marketing strategy is a plan via your online channels, say your website and social media pages, and via paid advertising, email and text messaging, in order to promote your goods and services. Such a plan could include paid search, SEO content marketing or email marketing. Your company is likely to miss out on reaching your share of more than 209.6 million U.S. consumers who buy goods and services online annually without such a strategy.
A good digital marketing strategy gives your business a coherent plan through your many online and offline channels that is consistent. After all, for your point-of-purchase advertising in your stores, you want your branding and message to be the same as it is on your social media pages and website. By not having employees recreate a marketing message for every channel, a cohesive message saves time and effort.
Planning a Digital Marketing Strategy for 2021
Identify Your Digital Marketing Goals
Identifying your goal is the first step to creating a dynamic digital marketing strategy. Do you want to boost sales, get more people to sign up for your newsletter, or drive traffic to your website or pages on social media, for instance? With your marketing, sit down and think about what you want to achieve. Having a clearly defined and agreed-upon objective will help guide your digital marketing strategy and will help ensure that you are on the right path to achieving that goal with regular Google Analytics consulting.
Develop a Target Audience
Next, with your marketing, you need to know who you are targeting. Now is the time to decide if you don’t already know what type of buyers you’re trying to attract. What are the key demographics for you? Do you know to whom your goods or services appeal? Women or men, young or older, local or virtual, are they? Keep in mind that the best form of advertising seeks to fill a need. What are the pain points of your clients, and how does your product or service alleviate that “pain”? What form of marketing messaging do they resonate with? Are they more likely to react to social media posts or email marketing?
Don’t just presume that you know all of the answers to these questions or that there are still correct previous answers today. Looking at your previous and current clients is a good place to start. Do you see a pattern? They’re mostly women? Local mostly? Young ones mostly? Go a step further and start survey your customers. Ask them how they found your company when they connected with you online and what they were searching for. You will probably find that there is more than one type of customer. If this is the case, for each segment, you’ll want to create a separate, personalised message and ad copy.
Evaluate Digital Marketing Channels & Platforms
In creating your new digital marketing strategy, the next thing you need to do is to look at your current digital marketing channels. What platforms and channels for digital marketing are you actively using? Ask yourself if you can stand to let go of some low-return channels that cost money, or do you want to revamp the way you use these channels in order to make them more efficient?
Look What's Working and What's Not Working
You’ll want to assess what works best for you and what you need to change as you look at your existing marketing channels. Take a look at whether each marketing channel is getting the most from you. Are you taking advantage of them as much as you can? What else could you be doing on your website or your social media pages to gain traction? Finally, if a specific marketing channel with little or no results costs you a lot of money, it’s probably time to make the decision to cut off from your budget and invest it in some other area.
Look for New Digital Marketing Opportunities
Look at your reports and brainstorm about new ways you can use your existing marketing channels and new channels that might work well for you as you evaluate your current marketing efforts. Take a look at the marketing of your rival to see if anything they do might work for you as well. Now is also the time to analyse whether your current marketing channels are making the most of you. Are you using paid search, for instance? Are you using best practises in SEO on all the content of your website and social media? Did you explore less marketing options, such as the marketing for Amazon, advertising for YouTube, or programmatic marketing?
Choose Your Digital Marketing Methods
It’s time to put together a list of tactics and marketing channels you want to leverage in your new digital marketing strategy once you have completed your research and your brainstorming. Prioritize which channels and tactics you want to spend the most time and money on, and clearly (in writing) define your goals for each channel. This is the part of your marketing strategy that you will want to spend most of your time on, because as you go through 2021, it will become your road map for implementing your plan. This is the time for each channel to set up a timetable for your marketing and to divide the responsibilities. Be specific about who is going to be the point person for each channel on your marketing team.
Develop a Digital Marketing Budget
Of course, without talking about how much your plans are going to cost, no marketing strategy is complete. In the last step, you’ll want to take the particular plan you developed and put a price tag on each of the channels. You don’t want to be a spendthrift, but neither do you want to spend less than it takes to excel in a particular channel’s marketing campaign. Think about where you want the bulk of your budget to be spent. Is it about pay-per-click ads? Marketing through email? Or hiring a social media manager to write posts, respond to comments, and make the most of your presence on social media in general?
Put a projected return on investment (ROI) on each item as you make your marketing budget. That way, during the year and at the end of 2021, you’ll be able to tell if you’ve been successful. It’s a good idea to set benchmarks throughout the year, such as every quarter, so if you don’t meet the initial goals, you’ll be able to adjust your tactics and projections.
Set Up Your Digital Marketing Process
You want to confirm your objectives with your marketing team once you’ve completed your written digital marketing strategy. Ideally, your key staff have helped you with your plan, but you want to ensure that everyone knows what is expected of them throughout 2021 and that they have the information they need to communicate to the people who report to them the details of their part of the plan.
You’ll want to confirm your tactics and channels in addition to the objectives and ensure that your overall strategy is cohesive and consistent. You’ll want to set up those if you’re adding new channels so they’re ready to use when you need them.
Finally, to analyse the results of your marketing strategy and to discuss what’s working, the roadblocks you’ve encountered, and what needs some fine-tuning as you proceed, you’ll want to set up regular check-in meetings for your team. It’s also a good idea to share financial results and ROI with your team to enable them to see how the company and its financial health as a whole are affected by their results.
Weigh Your Outcome and Make Necessary Fine-Tuning
Finally, you need to set up ways to measure your performance. When you can’t measure whether it’s working or not, even the best digital marketing plan is worthless. Make sure that the system is set up correctly if you use Google Analytics for your reports to give you the information you need to track your objectives. Before the year begins, you will want to check the reporting to ensure that Google is capturing the type of data you need to measure your marketing performance. To do this, make sure that you have goal tracking in place along with the attribution of marketing and setting goal values.
You want to regularly check your information, but not so often that you spend more time on your information than on your marketing work. There are ideal weekly check-ins. Let your actions be guided by the data, not your own ‘gut reactions’. You are not your customers, and you probably don’t interact with everyone who buys your company’s product or service. Share the information with your marketing team along with your suggestions on which actions are required for the future. To back up your suggestions, use the data.
It doesn’t have to be scary or even extremely time-consuming to create a successful digital marketing strategy. Just break down the process (as we have outlined here) into easily managed steps, start early, and get your marketing team to share their ideas and insights, and in 2021 you will be set up for success.
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