A Digital Marketing Strategy shouldn’t be complicated, i.e. one that is only dusted-off every three years. In fact, a simple, yet effective, marketing strategy helps companies to focus on two of the most critical business objectives:
a) Increase Revenues
b) Control Costs
A typical problem is that to be effective, it really needs someone to be responsible for overseeing both the digital marketing strategy as well as its implementation. We can help in a number of ways:
There are many great reasons that growing companies decide to benefit from working with an external marketing consultancy. This ranges from simply gaining a new perspective through to implementing new campaigns or refreshing / simplifying your marketing technology for scalable growth.
An ideal choice when you’ve got the basics covered, but you occasionally need a bit of marketing support. It may be for a quick campaign, to cover holidays or because of resource limitations. It might even be a new programme to source and implement some strategic marketing technology.
To compete effectively, companies need to forge a strategic alignment of business, marketing and technology. That’s a tough thing to keep up-to-date with! Your internal team are keen to nail it. But they might need a bit of direction or help to use digital marketing tools for effective campaigns.
Your Digital Marketing Strategy Should Be Simple, Yet Effective,
To be effective, companies should always aim to know who their customers are, what they want and what they care about. That’s the role of marketing, but sometimes it gets overly complicated!
A marketing strategy really helps to align marketing goals and activities with the goals of the business. It’s not just about creating logos and branding.
The journey might be affected by many things but the destination is usually the same.
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
~ Peter F. Drucker
Creating an Effective Marketing Strategy
A Marketing Strategy is all too often confused with a Marketing Plan. In essence here’e the difference:
The aim of your marketing strategy is to support the company’s business and strategic goals. It’s about the offering you deliver, who you will deliver it to and how you will deliver it in a competitive way.
Once you have your strategy, you be then be able to develop an effective marketing plan, making the most of your investment. Yes – it should be detailed but it should be adaptable and versatile.
Driven by your strategy, your marketing plan is all about the execution. It’s the roadmap of tactical marketing efforts that will help you achieve your marketing goals.
Your plan is your detailed action plan of what you will do, as well as where and when. It’s also about how and who will implement campaigns and how you will measure success. Your plan is the execution roadmap.
The Five Key Things to Concentrate on:
- Align Your Marketing Goals with Your Business Goals
What do you want to achieve in the short and long-term? Things may change but it’s good to have a few key objectives in place. However, it is also important to be able to experiment, learn and iterate.
Who are they and what do they want and need? It is a good idea to focus on existing customers as well as your target audience, in that way it’s easier to satisfy them.
What products and services do they provide and how do they interact with their customers? By understanding how and why they compete, it will enable you to differentiate your offering.
What can you do, that makes you a better choice than your competitors? Knowing what your potential customer’s needs are, what can your product or service do for them? Play to your strengths.
How do you communicate with your chosen audience? Which channels do they use and what type of content will work best? Identify ways to engage them, based on their behaviours and habits. This is where your marketing plan comes in.