Every organization today needs to monitor and perfect their digital marketing plan to be successful in today’s world. Companies without a strong digital marketing plan are not only improperly servicing their clients, but they are losing customers to their competitors that have an adaptive digital marketing strategy and plan.
The following 5 tips outline how you can guide your organization through creating a simple and effective digital marketing plan.
- Profile your target personas and develop customer journey maps
One effective method to define your target market is to create targeted buyer profiles and customer journey maps. This means that you want to walk in their shoes to understand their emotions, motivations, obstacles and pain points. Then you want to map out the typical actions your target personas would take to find a product or service they are in need of. A customer journey map will detail the phases that your prospects would go through in their research and discovery to find the brands that offer what they are looking for. Once you clearly understand this customer journey, you will have a comprehensive map of how and where you need to plan your marketing with precise messaging.
- Tell a compelling story that resonates with your personas
How and when you speak to your targets is an art and a science. Once you understand your customer journey maps, you need to align your messaging to the needs of your personas along their decision path. Customers want to be educated and connected with on an emotional level that helps them solve their needs. Effective content marketing should include storytelling that creates a clear, concise, and compelling narrative to draws them in and begins to build trust in your brand.
- Define and prioritize your digital channels
Your customer journey map will guide you to identify the marketing channels where your prospects will be looking for your content and help you define where to place your branded content and marketing. The internet is your gateway to people who might one day become your customers. With an online presence, you can reach far more of the right people than you can by marketing your company solely offline. And if you do it the right way, you can get in front of the people who are likely to become your customers at the right moment in their buyer’s journey.
- Leave room for Experimenting
A great digital marketing strategy leaves room for iteration. Measuring marketing effectiveness and acting on that information in the next cycle of marketing will lead to improvements. With a small portion of the total budget for experimentation, new insights can generate leaps in performance. Experiment with factors such as variation to the marketing mix, analyze the new performance of different target segments, introduce new tactics, and test new offers.
- Decide on your KPI’s
Clearly defining your goals and key performance indicators (KPIs) is important for the organization to be in agreement on. While there can be many ways to measure your strategies and output, keep your focus on the KPIs that you have established. Measuring the success of your digital marketing efforts will allow you to get laser-focused on what is working and what needs to change in order to achieve your goals.
With this outline, you’ll be able to move forward with your digital marketing strategy and stay flexible to the changes in customer and market. Remember that your strategy is not decided on once and written in stone, it must be open to small changes and experiments to ensure the best results.
Editor’s Note: This post was originally published in December 2018 and has been updated for accuracy and comprehensiveness.