When establishing a digital marketing strategy , the first concern is to think carefully taking into account the specificity of the targets, markets, products / services offered, etc.
Most users are registered at least one community site
In 2010, a BSI (Brand Science Institute) study showed that 81% of European companies (12 countries) having launched marketing communications operations did not have a social media strategy, which explained their failure.
We must think before acting!
Before discover the other elements of the digital marketing strategy:
Define the objectives of the digital marketing strategy
What are your marketing goals?
The answer should not be “because everyone is doing it,” but must meet one or more goals. First of all these must be precise. We can use the memo technique: SMART
Specific : concrete values
Measurable : indicator indicators
Achievable depending on the context,
Realistic market if we have enough resources to do it
Temporary , i.e defined in time.
Example of a specific objective: “create a blog that will be at the top 100 most read in 9 months”
Our advice : do not waste unnecessarily on objectives that you will have trouble achieving because either they are too many or because that they are too complicated.
Think about why develop a digital marketing strategy
The reasons are many, but the first of all is that with the digitization of companies, digital marketing becomes essential. The stakes are high because many companies have disappeared since the 2000s because they had not made this digital transformation . It is certainly important to continue prospecting , canvassing, but the targets and competitors of the company are already using it on these digital levers. Digital marketing is the most used sector by companies to make this transformation.
Digital marketing, by its possibilities allows to engage better relations with its targets, to better understand them, to know more precisely their needs.
- create the community
- generate leads: contact info and contact information.
- collect emails
- manage the e-reputation of the company
- recruit influence’s
- generate traffic (referencing and inbound marketing)
Who should this digital marketing strategy be aimed at?
Without this prior work, it is a waste of money and time, so the definition of targets is certainly the most important step.
You have to segment and target, know your market well. We advise developing the typical profile of the ideal client of the company (or project). It is not uncommon for one to develop 2 or 3 different profiles, also called personas. Personas are fictitious people representing an ideal target profile. This technique makes it possible to better take into account all the characteristics of the users of the products and services offered by the company.
It is an effective tool that allows you to adapt your digital marketing strategy. It brings especially answers to the “why” seen above.
What message to deliver in the digital marketing strategy?
From its position, the company establishes an editorial strategy specific to each of the targets determined during the 3rd stage, the personas. The set must meet the specific needs of the personas. It must be clear, simple and consistent. The target is at the heart of its content strategy, so all content must be of high quality.
The type of content also depends on the chosen channels. On a blog the contents will be different than on Facebook for example.
The most used type of content is certainly editorial. Indeed, the communication agencies are hiring more and more editors. At present, marketers are also investing more and more in image creation, video and computer graphics software.
How to establish a digital marketing strategy?
What means for a digital marketing?
Branding : the implementation of a real content strategy, storytelling , content marketing , brand content , allowing the company to manage its image, interact with its audience and optimize his performance.
Social Media to build influence, manage its communities to engage them commercially.
Influence : there is no longer any question today of using a (con) downward communication from a brand imposing its point of view to an available and passive audience. In a horizontal world, influence is today a major element of communication. The brand must take into account all the elements of its ecosystem. It must deliver to each of them coherent and relevant messages.
Social selling : encourages social buyers to become customers. Social Networks represent a considerable market in which companies have every interest in using them.
Define financial and human resources
The financial aspect and the human aspect: these values should be taken into account when establishing the social media strategy.
Financial: hiring a Community Manager, providing services to an agency for content (texts, computer graphics, etc.), premium accounts, salary share attributed to the animation or formulation of an expertise, etc.
Human: the principle is to determine a maximum duration according to its possibilities. It is difficult to quantify the time to devote to it. The writing speed is not the same for everyone. Motivation, personal problems, for example, are elements that must necessarily be taken into account. We must also consider the human environment. News, events, studies, staff are also crucial.
Choose your ecosystem?
Go get them on the right platform: customer knowledge will help determine the typology of media, suddenly the definition of tools becomes secondary.
The choice of the platform must meet the logic of objectives, targets, message and orientation of communication. In 2016, where were the targets?
Start your own Marketplace. From the beginning, the Marketplace is embodied by GAFA and some Pureplayers like Amazon, Ebay, Pkbazaar.pk. It becomes relevant to develop one’s own business model. Many companies have developed their own Marketplace. It’s a virtual mall. This is an internet platform (website) on which sellers sell products / services to consumers. The seller benefits from the platform and customers of the latter, in return he must pay the Marketplace a sales commission he has made. Marketplaces lock information on customers at the risk of seeing them sucked by sellers.
It is increasingly relevant to create your own marketplace, even niche and whatever the market (b-to-c, b-to-b and c-to-c). This allows the company to control the competition, or even its suppliers. In b-to-b, companies have a network of suppliers. If they digitize this network, it gives a Marketplace.
The goal is to measure the impact of the actions taken to achieve the set objectives. This will make it possible to optimize the actions undertaken, to improve, to test new formats and to amplify the actions. These indicators or KPIs (Key Performance Indicator) will allow to analyze the effectiveness of the digital strategy for your brand image. This information will help to better target marketing campaigns and increase their performance. The biggest difficulty of this step is to choose the indicators.
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