Plan your strategy
This really means thinking about why you’re doing something before you do it.
So, starting your digital marketing strategy is as simple as starting with why you want to do it, deciding what you want to do, how you’re going to do it, what you expect to happen, and when and how you’ll measure your success.
5 steps for setting your strategy
1. SET A MEASURABLE GOAL
“I want to make sure 100% of my current customers know I offer product video services. I will run email and social media promotions to share this message for 2 months. After 2 months from the start of the promotion, I want to have at least 1 video job from 15% of my current customers.”
2. KNOW YOUR AUDIENCE
Get to know your audience. If you don’t understand enough about who you’re trying to reach, you’ll struggle to deliver a message that’s relevant enough that resonates with them.
Make your own buyer personas — fictionalized, general descriptions of your key customer groups.
- Think about who your customers are & group them into 3 or 4 buckets.
- Take each of those and create a character from each.
- Give him or her a name, a photo, a personality, and a few favourite hobbies.
3. KNOW YOUR BRAND
Your brand is how & why your customers choose you over your competitors. You can think of it as your company’s personality. So it’s something that’s worth defining clearly —what do you stand for?
What are your strongest character traits? And how does that translate into your presence—from the images you use on your website to the language you use in your emails?
4. WATCH YOUR COMPETITION
Your competitors aren’t just those who offer a like-for-like product or service. You can think of your competition in 3 ways:
Direct competitors – those brands that offer the same products or services as you.
Indirect competitors – brands that may offer different products but compete for the same space or budget as you.
Comparators – these might have a similar look and feel like your brand or be other brands that your target customers use frequently too.
Get inspired by your competitors’ wins, and use your differences to highlight what’s unique about what you’re offering.
5. GET READY TO MEASURE
Having brilliant ideas for how you’ll drive traffic, build brand awareness, and grow your customer base is just the beginning, it’s crucial you know how you’ll track progress
GIVE ME AN EXAMPLE!
If you posted a new blog post that included some video content on the page, look at how many:
- Views you get
- Views of the video
- Engagement with the video (likes, comments, shares)
- Clicks to your blog CTA
- Leads from the post
- Increase in leads from the post vs. posts without videos