Dec 9, 2016
According to a ‘Managing Digital Marketing’ study by Smart Insights, 46% of brands don’t have a defined digital marketing strategy, while 16% do have a strategy but haven’t yet integrated it into their marketing activity. But here’s the thing: if you don’t have a plan in place how can you expect to grow and innovate, to measure meaningful results and to learn from past mistakes?
It’s time to stop panicking about next year or next month and start crafting a plan that can pack a powerful punch. We’ve selected the 5 most important steps that you, the decision maker should take to ensure that your digital marketing efforts create a real impact on your bottom line.
Nail Your Mission:
Set & Measure Your KPIs:
You don’t have to (and shouldn’t) go into the planning period in the dark. Analyzing your digital marketing strategy’s past success and failures can help focus you on setting the best KPIs for your business. You, therefore, might want to complete step one and two together.
Choose a time period you’d like to analyse (it’s best to set this time period as the same length of time you plan for your new marketing strategy) – for example decide on whether you’re going to analyse the previous year, quarter or month.
How to Analyse:
Don’t let the planning take away from the people you’re trying to reach. You already know who your audience are (at least we hope you do) but sometimes they’re the first thing a digital marketer can forget amidst the KPI setting, budget fretting and channel selection.
You’re not going to make this mistake – not this time. Instead you’re going to put your audience at the heart of your digital marketing strategy, cater to their emotional needs and satisfy their deepest desires. How? Through the creation of well fleshed out and well thought out personas, of course.
Develop Useful Personas:
Three things are important for identifying your means: these are your budget, your digital channels and your team (or people). It is important to take stock of all of your resources before deciding on what else you might need for the next period.
For example, now is the perfect time for creating an audit of your existing digital channels and to decide whether you’re going to outsource specific sections of your digital marketing and whether you need to set budget aside for a new hire or two.
How to Identify Your Means:
‘Create a plan and don’t stick to it? But, but, what do you mean?’ Before the panic sets into the most organised of digital marketers let me explain…your plan is never going to be perfect from the outset. Not every assumption you make is going to be correct.
And although you’ve taken every care to craft a carefully constructed plan based on a set of insightful assumptions and analysis you still can’t predict exactly how your customers will behave. It is, therefore, essential to continuously measure and monitor the performance of your digital marketing strategy and to change elements where needed.
Create Your Digital Marketing Calendar:
Review Your Marketing Strategy & Identify Changes Needed:
If you're interested in learning more why not sign up for a digital marketing course with DMI?