digital marketing strategy process

A Foolproof Digital Marketing Strategy Process for your Business

You already have that spectacular product or that inimitable service. You are well aware of your competitive advantage and the value your company brings to the customers. Now you can sit back and relax: everything’s already there and now you only have to wait for those precious leads.

Well, not exactly.

Many companies often overlook digital marketing and the importance of it. In most cases, the problems of these firms are similar: the field of marketing always seems so unpredictable. How much am I putting in and what am I getting back in return? Is it worth doing?

Of course, it is. And we’re here to show you what a foolproof digital marketing strategy process looks like.

Step 1: Decide to whom you are selling!

The first and most important aspect of a successful digital marketing strategy is knowing your target audience. To whom will you be selling your products or services? What do they like? How do they spend their free time? There are so many questions to answer!

Start by analyzing the data you have about your customers. Depending on your business, there are a lot of things in which you might be interested:

  • demographic data,
  • consumer behavior,
  • challenges,
  • motivations and goals.

Some of this information is quantitative and it can easily be found in the data you have about your customers. However, to know more about the qualitative bit (such as their challenges, motivations and goals), you will have to dig deeper. In this case, it’s essential to talk to your customers and ask them questions which could help you get a clearer picture.

Once you’ve gathered all the information, the last step is to create buyer personas. By humanizing your target audience, it will be easier to personalize your digital marketing campaigns.

Step 2: Define what goals you want to achieve with digital marketing!

Now that you know your target audience, it’s time to move onto goal setting. When setting your goals, there are two important questions to ask yourself:

  • What are my business goals this quarter?
  • What are the indicators of success?

First off, you will have to set clear goals. Your whole marketing budget will be based on that. Are you looking to get 10 000 more followers on Facebook this quarter? In this case, you may want to spend a significant proportion of your digital marketing budget on social media activities.

With well-defined goals, you can put your efforts into the right marketing activities to grow your business.

Step 3: Let’s turn to your digital marketing budget!

Now that your goals are set and achievements are measured, you can finally continue with planning your digital marketing budget.

One of the best practices to calculate your budget is as a percentage of the company’s projected gross revenue. Based on the maturity of your company, you can decide how high that percentage should be. Depending on how long your company has been in business, you should allocate 1-20% of your gross revenue for marketing.

After you’ve calculated your budget estimate, it’s time to break it down into categories. Being able to break down your marketing costs based on their nature is essential. Here are the most important categories to consider.

  • Branding Costs
  • Website-related Expenses
  • Social Media and Content Marketing Expenses
  • Promotional Expenses

Step 4: Your budget is set. Now what?

Now that you defined your target audience, your goals, and the budget, we can turn to the strategy itself. How, when, and where will you be communicating your message? This is where customer journey mapping comes into the picture.

Customer journey mapping helps you identify the process through which your prospects become customers. It looks at the buyer journey from awareness to advocacy. By considering each stage, you’re able to identify when, where, and how you should communicate to your prospects to make sure you catch and keep your customers’ interest.

Below, you can see what the ideal customer journey looks like and the stages related to it.

We advise you to have a look at these stages and answer the following questions:

  • Where can I reach my customers at this time?
  • What do my customers want at this stage?
  • What are their alternatives?
  • What do my customers want to hear to get them convinced?
  • How can I make sure they choose us instead of other alternatives?

By answering these questions, you’ll see how the ideal messaging would look. Make sure to evaluate your marketing platforms thoroughly and to always choose the one that fits a given stage the best. For example, social media posts might be good for raising awareness, whereas PPC ads work best from the consideration stage.

Step 5: The last ingredient for a successful digital marketing strategy process: update your plan!

Now you see the customer journey of your prospects, and you also identified the best way to communicate to them at each stage. There’s just one thing left, and that’s revision.

Draw your conclusions and plan the goals for the next quarter based on what you’ve learned.

Putting it all together

As you can see, there are many factors to consider when planning a digital marketing strategy. So just to sum up, here’s what you’ll have to focus on:

  1. Identifying your target audience and buyer personas.
  2. Setting your digital marketing goals.
  3. Planning your digital marketing budget.
  4. Examining the customer journey.
  5. Updating your plan as necessary.

Do you think you could use some help? We’re always here to help you to get the most out of your digital marketing strategy. Book a free, no obligation call with us!