Strategy before tactics

Your successful digital marketing plan is dependent on crystal clear business objectives

Successful digital marketing is about knowing where you want to take your business, and where you’re starting from.

At this early stage, don’t get distracted by ‘hits’, ‘clicks’, ‘website visitors’ or even search engine ranking. Because they don’t necessarily map to businesses success. Instead, ask yourself what uplift in sales enquires or ecommerce sales do you need, by when, and at what margin per sale?

There are some good analogies for why strategy has to come first. Have you ever tried hiking a new route without a map? What are the odds you’ll get there on time? And have you ever tried cooking a new dish without a recipe? Maybe get someone else to try it first.

To be successful, your digital marketing plan must be built around your ideal customer persona.

A customer persona, HubSpot tells us, is a semi-fictional representation of your ideal customer, based on market research and real data about your existing customers.

When creating your customer persona(s), consider what they need and the specific problems they’re trying to solve. The more detailed you are, the better.

Understanding your digital purpose is the first stage in your journey to digital success, and you can read more about how we can help you, here.

So you know where you want to get to, but where are you starting from?

How are people getting to your website, right now? How many come from natural search? From paid search? From email newsletters? And from social media? Do you know what proportion are using non-branded keywords? Or how many used a smartphone or a tablet?

And of the people that do find your website, how many ‘convert’ to your calls to action? How many of them drop out of your sales funnel? Where do they drop out, and why? Oh and what about the competition? How far ahead of you are they, and why?

Answering these sorts of questions will help you understand how much effort it’s going to take to reach your objectives within your budget. You can then put in place a realistic plan to get there. Learn more about benchmarking here.

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