The technology landscape is moving and growing so fast that it’s hard to keep up, and many businesses are struggling to adapt successfully to a marketing climate that relies heavily on digital marketing strategies. If you’re looking for a way to ensure your business withstands the inevitable collapse of traditional business marketing methods and continues to grow as technology continues to develop, it’s time to develop a solid digital marketing plan.
Many businesses assume that setting up a few social media accounts like Facebook, Instagram and Twitter is an adequate digital marketing strategy. But social media is continually changing, and each of the platforms are often changing their workings behind the scenes—take Facebook’s operational changes to their ‘organic’ reach as an example—so a few basic social media updates here and there aren’t going to cut it. As a business owner, you not only need to learn how to effectively use social media—you need to keep innovating and keep pace with the latest developments.
Take a hard look
To get started with a digital marketing plan, take a minute to step back and take a look at the way your business is currently engaging with digital marketing.
Ask yourself: what practices are you currently using? What technologies are you using? What type of content are you posting? Do you truly understand how to use social media to its full potential? How effective is your current strategy? Is it time-efficient? Are you achieving the business outcomes you’re seeking from your digital marketing?
Consider the parts of your current strategy that could be improved—and imagine what could be achieved if they were fixed.
Once you have these answers, it’s time for you to work out an improved strategy!
Create a strategic plan
Ideally your new strategy will be engaging for your customers and planned to be efficient enough that you don’t have dedicate a huge amount of time to it each week, so you can focus on your business operations and servicing your clients.
A digital marketing plan should be unique to your business and clearly communicate why you’re so good at what you do. The best plans will positively reflect your business ethos and create exciting online interactions with potential clients, which can lead to people sharing the content you put out there and growing your brand further. Your strategy can be altered to suit multiple audiences and demographics to broaden your reach (e.g. different age groups). Digital marketing is easily customisable and flexible, so you can use it to your advantage to highlight why you stand out from your competition.
It’s important to keep in mind that consistency over time is key with a digital marketing strategy—it’s going to take a while for you to see a return on investment, but it will be worth it when it happens.
Important aspects of marketing that should be outlined in your strategy should include: the type of technologies and platforms you’ll use, content creation, planning of automatic posting if necessary, the resources you’ll need, intended methods for data capture including data metrics, and conversion rates—if you don’t have the expertise or need a second opinion, a good digital marketing firm will be able to help you with this.