How to Write a Digital Marketing Strategy
Digital marketing is a science that should be tested and optimized – Unfortunately, like most forms of marketing, there is no one size fits all. Before embarking on your digital marketing journey, it is imperative to create a strategy that aligns with your business or marketing problem or objective. Without this guiding light, you will be wasting your time and money.
Often it is easy to identify what the problem is, but harder to define a framework that will help you develop a digital marketing strategy that will achieve the results you require. That’s where we can help you. We’ve tried and tested many different digital marketing strategy frameworks over the years and have finally found one that works.
Often it is easy to identify what the problem is, but harder to define a framework to help you solve that problem.
We’ve created something that we’ve dubbed the Anomaly Digital Marketing Framework. This framework is only a guideline and you might need to adjust based on the business type or objective.
STEP 1: Define the Problem
This is a statement of the business or marketing problem that you are facing.
STEP 2: Define the Strategic Objective
What does your digital marketing strategy have to achieve?
STEP 3: Complete a Digital Competitor Analysis
Do a thorough analysis of your digital marketing channels and how they fare against your top 2-3 competitors
STEP 4: Write your Online Messaging and Define an Online Value Proposition
Define what key messages you need to convey when marketing online and how that translates into a value proposition for your customers.
STEP 5: Create Buyer Personas
Create 2-3 customer personas that look at demographics and psychographics.
STEP 6: Identify the Phases of your Buyers Journey
Customers require different communication, on different channels throughout the buying journey. In a nutshell, the phases are:
STEP 7: Define a Channel Strategy
This should outline which channels and tactics should be used across each phase. For example, you might decide that Google Ads is a good channel to attract customers, but email marketing a better channel to close.
STEP 8: Create an Online Content Strategy
Content marketing is exceptionally important, especially for SEO rankings. During this step, you need to decide what content are you going to publish (what are you going to talk about?) and on what platforms for each phase of the buying journey. For example, you might use Facebook advertising featuring products to attract customers.
STEP 9: Layout your Communication and Campaign Plan
Failing to plan is planning to fail, right? Without solid, timeline-based, planning – Your strategy will fall flat. You can use this downloadable resource to help you layout your plans.
STEP 10: Set KPIs per Channel and Phase
Based on the digital channels that you select for each phase, set SMART (Specific, Measurable, Achievable, Realistic, and Timely) goals so that you can measure the success of your strategy against.