Despite the growing growth of the Internet, it is natural
that it is a big part of your strategy in the digital domain. Other than that,
it's best to restart yourself!
Your business customers are almost always online (even if
they do not use your service due to a misleading strategy). Naturally, you want
to check the online consumer behavior over a specified period in line with the
target and target.
But when your business grows, despite the features of the
template in cyberspace, and the quick rewriting of this environment, there are
cases where you are extremely surprised and in a dilemma of decision making. But
what should you really do? How to develop a strategy that responds quickly to
surprising factors?
We will explain in this article 7 strategies for you
to help you adapt yourself to the market and make your marketing campaigns as
good and as possible correct and
out of shape.
But before that you should know that at all:
What is a digital marketing strategy?
A digital marketing strategy is an action coordinated and in
the same direction that guides you to your goals through online marketing
channels and usually in the long run. These channels are of three types ;
·
The money media called paid media; sites
and apps and ... that show you a reposting or a specific purpose for a banner;
·
Acquired media called earned media: Ads,
news and feedbacks you have not paid for and the audience is interested in
finding your business, or the reasons and other services or products you are
introducing.
·
The media that they own the media are: the site,
app, social media, and media that you own.
Perhaps the word strategy is daunting for you, but a good
strategy is not necessarily difficult. Simply put, it is a purely strategic strategy for
achieving a goal or
goals defined over time. For example, Buy website traffic is one of my
goal can to increase the site sales by 65% this year over the past year.
Depending on your business scale, your digital marketing
strategy may include a multiple strategy (multiple strategy) or sub-sets (each
with different goals). But a look at the simple concept of strategy
definition can help you achieve your goals.
Despite the simple perception of strategy, we can now go
along with an appropriate strategy. First, let's look at how a digital marketing
campaign works. Then, we will look at the 7 strategies that will help you
create an effective digital reward strategy to help you succeed in your
business.
What is a Digital Marketing Campaign?
It should be noted that digital strategy differs from
digital marketing, but the problem is how to distinguish between these two.
As you have already mentioned, your digital strategy is a
series of steps you can take to help you reach your marketing goal. Your
digital marketing campaigns are building bricks or actions that will achieve
your digital strategy goals. For example, you may decide to share content in the
telegram to create more benefits through that channel. This campaign is part of your
strategy to achieve the stated goal of digital strategy. Here are some examples of digital
marketing campaigns and strategies. These examples are true that belong to outside USA
but consider that many of the campaigns that run in USA are an example of
successful foreign campaigns, so we should go to the root and not start the
shoots.
· GoPro
·
Delta Airlines (Delta Airlines)
·
Geico
·
Wafer Company (Wayfair)
·
Mastercard
·
ETF Securities
·
Red Bull
GoPro
Digital marketing strategy: Earned media,
user-created video
If you're interested in filming and photography, you're
unlikely to hear the name of this company. GoPro is the name of an American company that
develops and manufactures high quality personal cameras. What you may not know is that
many of the video content that you see on YouTube and other social networks has
not been made by GoPro but has been made by most loyal users.
By sharing its YouTube channel with users, Guerra encourages
all fans outdoors to take amazing videos of their adventures and send them.
Look at the video below that has been copied by GoPro:
Delta
Airlines (Delta Airlines)
Digital marketing strategy: owned media, twitter
stories
You might think that an airline cannot be creative in
digital marketing, but it's better to talk about stories on social networks
about you.
Delta Airlines is particularly appealing on Twitter,
especially Twitter. Delta
uses a Twitter account to engage potential customers through a variety of ways
in a timely manner with stimuli. The company began sharing personal stories from
its employees through its twitter account last month on a monthly basis on
breast cancer awareness. The tweets below are one of their stories:
Tweets translated: On the moon's awareness of the moon, we
publish the stories of the survivors and fighters of this cancer from the Delta
family. Amanda
Ross, head of the consumer-oriented department, has been a 13-year-old employee
of Delta and is actively involved in breast cancer.
Geico
Digital marketing strategy: paid media, YouTube
ads that appear before the video (Pre-Roll Ad = pre-video preview ads; you may
have seen it repeatedly in postcard)
Geico is a major American insurance company. "All you need to hear is
the word of Geico to keep in mind that you can save 15% or more on your car
insurance." But
even a company with such a memorable slogan could be annoying for insurance
buyers if its marketing campaign is too long.
That's why Geico launched a series of very short-lived
Pre-Roll Ad ads on YouTube.
Pre-Roll Ad YouTube Advertising, as mentioned above, is a
form of paid media in which one time is displayed 15 to 20 s before the video
(the video audience is often related). While some companies try to incorporate a lot of
messages into a small place and create a busy advertisement, Geico will try to
show you a message with funny videos in a short time. So, the audience that comes from
Ferrari's advert will not refuse to see it at a glance. See one of these ads:
Wafer Company (Wayfair)
Digital marketing strategy: using owned media to label and
sell products on Instagram.
Wafer Company was founded in 2002 and is a retail retailer specializing
in home appliances such as furniture, decoration and kitchen appliances. Earlier this year, the company earned
$ 1.574 million, with a budget of $ 358 million. Wafers (Wayfair) in 2013 had
1.2 million active customers and delivered 3.3 million orders.
This company has a truly innovative visual strategy, so to
say that its photos are not just photos!
Instagram offers companies the opportunity to communicate
with the Fallowers with brand-name affinities, such as showing employees and
what happens next to a brand; for Instagram Wafers, there's not just one
ordinary page in which to put some pictures of its inventions; in fact, the
social network for them is a The seller is active.
Wafers label and pricing beautiful images from home interior
products using product tags. This digital marketing campaign tells people what
the cost of each element in the image is and how it helps Instagram customers
to leak. The
following image is an example of creative wafers.
Mastercard
(MasterCard)
Digital Marketing Strategy: Use of Owned Media for Client
Logbook
MasterCard is a financial services company based in New York. The
business of the MasterCard model is such that through the processing of
interbank transactions by traders, as well as by issuing credit cards for banks
or credit unions that use MasterCard brand buyers or users to buy products or
services, such as a debit card (a card that You have a connected bank account,
but you can only pay and buy an account balance) or a credit card (a card
connected to a bank account, and even if you do not have one, you can pay with
it).
MasterCard depicts its brand based on its customers' stories
and adventures. But
what's better than a digital marketing traveler campaign for a brand based on
stories and adventures?!
MasterCard's travel blog helps readers to travel to cities
where their resources are provided through MasterCard. This idea is very innovative
and attractive because the company not only coordinates with the things that
customers want to buy, but also coordinate with where the customer wants to go. Please
look at their blog.
ETF
Securities
Digital Marketing Strategy: Paid Media, LinkedIn Promotional
Content
ETF Securities is a small asset management service operating
in Jersey, London, New York, Sydney and Melbourne, and provides its customers
with services in Europe. Because the ETF Securities service is very
complex, the company found that most of its customers are people specializing
in LinkedIn, and with the help of paid media on this platform, they can find
more investment enthusiasts and help customers make smarter financial decisions.
ETF Securities has experienced 95% annual growth with this
digital marketing campaign in LinkedIn.
Red
Bull
Digital marketing strategy: owned media, lifestyle news (lifestyle)
Red Bull (Red Bull means red bull) is the brand name that
produces energy drinks. There is not much anyone around the world who
cannot recognize this drink, even in Iran, in many stores and supermarkets. It's
interesting to know that in 2007, more than 3 billion Red Bull cans were sold.
Red Bull is looking for sports that consumes a lot of
calories. So,
it's natural that people who want a strong drink want it. Instead of producing digital
content in energy drinks, the company attracts audiences with content and
videos about the latest happenings in the sports community.
In this Red Bull Digital Marketing Campaign, we teach you
that what you need to sell is not always your preferred strategy, but it's the
style and style of your audience that matters. This is also the Red Bull
website; please check out.
Note that even if a campaign lasts for years, it does not
create a strategy, it's just a tactic that goes along with the rest of the
campaigns to support a larger strategy. For example, remember the same ETF Securities that
was mentioned above, a campaign used to promote sponsored content strategy (a
type of paid media) to increase its floaters in LinkedIn. This strategic campaign may
be a small part of a digital marketing strategy that will generate more
benefits for one of its products or business lines.
Okay; now, with the principles of digital strategy and
digital marketing campaigns, let's look at how we build our strategy.
Measures to Build a Digital Marketing Strategy:
·
Getting the Buyer's Permanent Properties
·
Identify the goals and tools needed for digital
marketing
·
Evaluate your digital channels and resources
·
Review and planning for the owned media
·
Examine and Plan for Earned Media
·
Checking and planning for the Paid Media
campaign.
·
Conclusion and synchronization
Getting
the Buyer's Permanent Properties
Some of the people involved in the digital marketing market
translate buyer personas into the buyer's personality. I prefer not to use this
transliteration, and I
will use my interpretation
in this article (the proper characteristics of the buyer)
Because the personality has internal and external behavioral
aspects, and some behaviors will not be classified in terms of our profitability
(financial or interest), so we need features that interact directly or
indirectly with our business. In the case of the constant word in this phrase, I
must say that this is a stability of our view and is applicable to our
customer-friendly features, not to the customer's behavior that varies.
For each marketing strategy (offline or online) you need to
know who you are looking for. The best digital marketing strategy is based on
the buyer's knowledge base in your business, and the first step is to get these
features and their exact definition (which is specific to your business).
The customer service department shows your favorite audience
that can be identified with research, surveys and interviews with your business
audience. Note
that this information should be based on real data and data, since building a
series of assumptions about a customer-friendly customer can put your marketing
strategy in the wrong direction.
Your overall research needs to include a mix of customers,
prospects, and people other than your audience that is in line with your target
community in order to get an overview of your client's customer base.
But what kind of
information should you collect in order to get your customer-friendly knowledgeable digital marketing strategy?
In fact, this entirely depends on your business, and it may be different
depending on whether your business is B2B-based (Business-to-Business) or B2C
(Business-to-Consumer) or that your product is produced at a high or low cost.
will be. Here
are some of the things that can be a starting point depending on your business
type.
Little information (demographics)
Location: You can use web analytics tools like Google
Analytics to easily identify the location of your Targeted website
traffic.
Age: It may or may not be useful depending on your business. It's
better to collect this information by identifying Trend in your existing
perspective and collecting your customer listings.
Earnings: It's best to get sensitive information like
personal income through face-to-face interviews. It is unlikely to conclude
via the online form, although even in the interview, most people in Iran, in
particular, refrain from saying such cases and try to keep their income as much
as possible.
Job title: This item is most relevant to B2B companies and
you can easily get your customer list.
Qualitative (psychological) information
Goals: Depending on the need for your product or service,
you may
have good ideas for reaching Persson. However, you will achieve better goals by talking
to customers as well as customer sales or customer service.
Challenges: Talk to customers, vendors, and services again
to help them find commonplace problems for your audience. These challenges can
be somewhere you do not even think about so other parts of the community will
be very effective.
Hobbies and Interests: Talk with customers and people who
are tailor made to your target audience. For example, if you are a brand in the field of
fashion and clothing, it's not a bad thing to know if a large section of your
audience is also interested in fitness and well-being. Because it can help you build
your content and choose your business partners.
Priorities: Talk to customers and people who are tailor made
to your target audience to find out what's most important to your business. For
example, if you are a B2B software company, knowing if your customer support is
more important than competitive pricing is valuable information.
Find this information and build one or more valuable people
and make sure they are at the core of digital marketing strategy.
Identify
the goals and tools needed for digital marketing
Your marketing goals should always be relevant to your
business goals. For
example, if your business goal is to increase your online earnings by 20%, your
goal as a marketer may be, for example, 50% more content production through the
website than you would achieve in the following year.
Whatever your main goal, you need to know how to measure it,
and more importantly, it's the ability to measure it (there's a good digital
marketing tool to do that). How to measure the effectiveness of your digital
strategy is different for each business and depends on your goal, but it is
vital to make sure you can do this because it's the yardstick that will help
you set up a future strategy. will do.
Evaluate
digital channels and your resources and assets
Considering existing digital marketing channels as well as
your resources and assets, you will have a more comprehensive picture strategy
to avoid failing.
Owned media earned media and paid media help you to
categorize your advertising channels more closely to your liking.
Owned media
This media refers to items that belong to your brand or
company. Website,
social networking, email, blog, and everything your business has full control
over. This
item includes some off-site or off-site content that you own, but not hosted on
your website, such as a blog post that you post on Blog or Country Blog and
publish in that content.
Acquired media
These media simply refer to the same word-of-mouth
marketing, PR (PR) and any advertising you did not spend on. The content posted on someone
on your website, PR activities, or the work you have done for the customer
experience (CX), and all of this in the purchasing media for the recognition of
your activities to achieve your goals.
You can get acquisitions, for example, through references in
the press (analytical columns, newsletters, etc.), positive reviews, or people
who share your content. Occasionally, you will receive a lot of media
outlets by simply typing in a newspaper or a reportage (which is a monetary
media).
Paid media
The money-making media, as their name suggests, will be
usable in return for payment. Like Google AdWords Ads, E-Networks, Ezine ...,
posts and advertisements that are displayed on social networks, banner ads,
banner advertising, which will be paid by you and you can buy
social media traffic and get sells and profit through social media network
It's easy to categorize clearly on one page with personal,
activated and paid media, and I recommend doing this in an Excel file.
You may use all three channels in your marketing strategy to
help you achieve your goal. For example, you may use a landing page on your
website to create certain benefits, and to use traffic on this landing page,
advertise on social networks and profiles of others, as well as your social
networks.
Exactly three sections work together to reach your goal.
Usually, the use of all three is not only necessary to make your goals faster.
If personal and acquiring personal media are successful, then there may not be
a need for money. Everything
is about evaluating the best solution to your goal, then add the channels that
are better for your business to your digital marketing strategy.
Now you know what to use, so start thinking about what to
keep and what to throw away!
Review
and planning for the owned media
At the heart of digital marketing is personal media or
owned media. Any
message that your business name spreads can be published as content, such as
our About page, product page, blog entries, pdf books, infographics, or social
network posts.
Content helps your visitors point their website to lead
people who first get content about a product or service (online or offline) and
may become a customer (or a customer) and improve it. Your brand will also help
online, and when it is optimized for search engines, it will drive significant
traffic to your website. Whatever your goal, you should use content related
to your domain in different formats and in line with your marketing strategy.
To build your digital marketing strategy, you need to decide
what content will help you reach your goals. If your goal is to sell 50% more website than last
year, then there's probably no page about us in your strategy unless it's
already been listed. Let
me say something clearer; for example, if you have a business with 30 years of
experience and trust in these types of businesses to buy a process, it is an
advantage to use this issue on the product page because the customer before Be
sure to visit our page for purchase. Otherwise, this page will not be in your
strategy, and you just have to consider the key factors.
It's likely that producing an e-book and placing it on your
website will lead to more leads towards you, and thus more sales.
Here's a brief process to help you achieve your goals through
content:
Review content in line with goals
Make a list of your existing content and give one to three
points to match your goals. For example, if your goal is to gain more goals,
then rate them according to the conversion rate. Maybe our content is related
to the blog, e-book, or even the landing page of your website, which has a good
conversion rate.
You must check what works right now and what's wrong and you
do not get the result by this, you can set up a good content app for the future.
Diagnose problems to achieve optimal content
According to the buyer, identify the problems in your
content and the existing mismatch with Persson. For example, if you are a
math tutor and have found that in one of your best-known consultants, one of
your greatest challenges is to find attractive ways to study, but you do not
have any content to solve this problem, you should work better and get the
right content.
By reviewing your content, you might conclude that using
ebooks on a landing page can make you a great conversion rate, even better than
a webinar, and so on. For
example, in the case of the same mathematics tutor, you may decide to add a
book entitled "Fun Methods for Learning Mathematics."
Have a content creation program
Regarding the problems you find about your content, write a
content production program that contains the content you need to help you
achieve your goals. This
program should include:
·
Title
·
Format and structure
·
Target
·
Introduce channels or ads
·
Your reason for creating it (for example, if there is a
shortage of time, it's best to schedule it or you may not have the right people)
·
Priority level (helps you decide on the
content that benefits you the most)
If you want to outsource content creation or assign yourself
time, it can be simple on a single page to include financial budget information.
Investigation
and planning of earned media campaigns
Assessing your previously acquired media against your
current goals can help you focus your time. Check out where traffic comes from and where to
rank from the most effective to the smallest. You can use tools like Google Analytics to do this.
You might find a article that is responsive to many searches
and has led to significant traffic to your website or an article with limited
searches but most of the results are client-oriented. Or you may find that LinkedIn
is a place where many people share your content and create a decent number of
visitors, so LinkedIn is worth a lot more time.
The point here is that you should try to create a
comprehensive picture of the media that will help you achieve your goals (the
English term is "big picture") and leave the old ones focused on
options that are worth the time. However, if there is something new you want to
try, do not leave it just because you have not tried it anymore.
Checking and planning for the Paid Media campaign.
This process involves a lot of similar things: You must
evaluate your money media on any platform (eg Google AdWords’, Instagram,
Telegram, etc.) so that you can reach your goals.
If you've spent a lot of money and buy website traffic cheap on
platforms like Google Networks, Google AdWords’, Google AdWords’, etc. and you
have not seen the results you expect, then it may be time to refine or
completely abandon your approach and concentrate on it. Put a platform or media
that looks better. At
the end of this process, you must decide which monetary media platform you want
to use and which one you want to remove from your marketing strategy.
Strategic summing
Now you have done the planning and research and have a
comprehensive view of the elements you want to write with your digital
marketing strategy. You
have gotten these things up to now:
·
Transparent client
·
One or more specific marketing objectives
·
A list of available personal, acquiring and
paid media
·
Examine personal, purchased and paid media
·
A content production program
Now is the time to combine all of these to create an
integrated strategy document. Let's take a look at the meaning of digital
strategy: a set of long-term measures that will help you reach your goals or
goals with long-term online marketing.
Given this definition, your strategic document must be a map
of the set of actions that will guide you to your goals based on your research. A
spreadsheet (a kind of computer software designed to simplify data entry and
computing ,
like Excel) will be an efficient format and, because of its
compatibility and compatibility, you can easily get customized, activated, and
money-based roles in a specific framework.
You also need to have a longer strategic planning, say, about 12 months (depending on
how your business is at a stage of growth). In this way, you can overlap each section when you
do each of these tasks. for example:
- In
April, you may create a blog that is continually updated weekly once a
year.
- In
May, you may publish a new e-book on the money market.
- October
may be ready for the greatest month of your business (what do you hope to
see at this point in order to influence the production and processing of
the content?).
- Azar
may focus on the media you acquired through Public Relations (PR) to
attract more traffic.
Using this approach, you'll create a structured timeline for
your activity that helps in communicating with your colleagues and may even
help you stay calm.
Success in Digital Marketing Strategy
Your strategy document is unique to your business, which is
why it's almost impossible to create a specific format for a digital marketing
strategy for all businesses! Remember, the purpose of the strategy document is
to draw a map of the actions you want to achieve your goals over a period of
time, and then implement it in accordance with the principles of creating a
digital strategy.
I think you've found a good look at the strategy now
Remember this is just a small part of the strategic knowledge. Never stop
reading. Always move forward.
The foundation and structure of this article was from HubSpot,
which many websites had incomplete and poorly translated. Also, many of the
sections, to my mind, included some defects that I corrected and added to the
articles that were not mentioned in the original article.; So this article is a
hybrid article.
I'm happy to share your experiences with me in the comments section. And
send this to people who need to design a strategy. If you encounter a problem,
you can put it in the comments section where your perceptions of life allow me
to serve you.
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