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Oct 13 2020
Building a digital marketing strategy for a business is challenging. It is sometimes easy to jump into the tactics – with shiny objects like ChatBots, AI, AR and Ad Viewability constantly distracting us, it can be difficult to remember to step back and be strategic.
As you look to build your digital marketing strategy here are 5 things to consider.
As you consider your next move in digital marketing strategy don’t lose site of your real business objectives and what you actually want to achieve. This is where is is helpful to have a clear digital marketing strategy upfront – your digital marketing strategy will help you to maintain your focus.
It is always great to test and learn and try new things, but always keep your business goals in mind. These should guide every decision.
There is no end to the number of things that you can incorporate into your digital marketing strategy, so think in terms of “Bang for Your Buck”. Where can you get the most return on your investment. Whether you are investing time, money or both, what gets you the best results fastest?
It can be easy to focus on tactics and confuse a tactic with a strategy. Data, Content, ChatBots, Ads – these are all tactics. They should link to a broader strategy. When tactics become big (for example data is huge) we sometimes think that they are strategies. They aren’t. Keep your tactics and your strategies separate.
We all want (and need) to see results from our digital marketing, but it is vital to balance short term and long term results. We aren’t just “Digital Marketers” – we are brand builders. Often the instant results of some digital tactics can be like crack – for example lead generation forms or SEO keywords that convert well. We may want to shift our entire budgets and focus to these tools that give us instant gratification (and sales).
BUT focusing on the short term comes at a cost. The cost is usually the long-term. Brand building is still important (yes, even in digital). We need to think about driving sales today while planting seeds for tomorrow. Your strategy should guide you to balance your short term and long-term needs.
The bottom of the funnel can be a strong place to focus to drive sales and business results. Too often we focus on the top of the funnel – awareness, interest, desire, action. We forget about the bottom of the funnel – retention and advocacy. Think about the entire funnel in digital marketing.
It is also important to remember the importance of improving conversions – not just growing traffic. We often focus on traffic, generating leads or driving awareness. But are we capitalizing on what we build? It is usually easier and more cost effective to focus on improving conversion rates vs. getting more traffic (at a better cost). Don’t just think about attraction techniques – think about how to do more with each person who comes into contact with you.
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