Marketing Roadmap for Success
When it comes to determining how well you’re doing in your industry, you need to know how your website is performing. The digital presence is all connected.
Developing a Digital Marketing Strategy
Digital marketing, or online marketing, connects your brand with customers and potential customers through a variety of online strategies, including social media, internet advertising, email marketing, blogging, and other forms of connection and engagement, including obtaining and showcasing reviews. With more than 90% of consumers turning to the internet to find the products and services they need (even if they eventually make the purchase in a physical store) digital marketing is crucial to your success as a small business. A comprehensive digital marketing strategy will include the following components:
- Brand Strategy
- Goal Setting
- Customer Conversion Optimization
- Value Proposition & Messaging
- Measurement Strategy
- Monthly Marketing Campaign Development
Your brand strategy is the overarching framework that determines your digital marketing strategy. It’s a long-term plan that defines what your brand is, how you want it to be identified, and what you want customers to think of when considering your brand. Your brand strategy helps inform all other decisions about your marketing efforts, including how you develop your customer personas and map their journeys.
You can conduct digital marketing without goals, but how will you measure your success rate? How will you know whether your strategy is effective? To create an effective strategy, you need to have goals. In addition to setting your marketing budget, you need to know what you’re expecting to happen from the investment you make. You do that by establishing key performance indicators – KPIs. KPIs help ensures that your digital marketing is accomplishing your brand strategy goals.
Customer Conversion Optimization
One of your goals will likely be to measure your conversion rate. Conversion rate optimization (CRO) is the measurement of how many website visitors fulfill your call to action. Whether you’re driving customers to sign up for your email list, complete a questionnaire, or make a purchase, your goal is to convert as many visitors to your website as possible. Your CRO measures your effectiveness in converting customers and can help you identify improvements you can make in both your digital marketing strategy and your website design and copy.
Value Proposition & Messaging
Getting the right people to your website is essential. Otherwise, you pay for ads that bring the wrong people in, which will reduce your Conversion Rate Optimization (CRO) and waste your money. Your value proposition is your stated competitive advantage. It is the messaging that tells your customers who and what you are, why you’re better than your competition, and why your customers can’t live without what you offer. Your value prop should be concise and clear, motivational, and compelling, and differentiating from other options on the market. Get this wrong and you will either attract the wrong customers or no customers at all.
Your measurement strategy defines how you will measure the success of your digital marketing. This can be different for every business and can change within a business with changes in goals. For example, you may initially have a goal of brand awareness with measurements that include increased numbers of followers or inquiries. As you grow, your goals may change to increases in sales and revenues, and your measurements would change along with those goals. Your measurement strategy establishes how and what you will measure to ensure your digital marketing strategy is effective.
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Monthly Marketing Campaign Development
Digital marketing is dynamic, not static. Each month, it’s important to review what marketing campaigns were completed, what the results were, and what worked. The analytics from each month’s strategy is used to refine and improve the next month’s strategy so that there is continual potential for increased growth and success.
When you develop a digital marketing strategy that has clearly defined goals and measurable results, you can effectively improve your brand visibility, your revenue, and your recognition.
However, digital marketing is a time-consuming effort that requires in-depth knowledge of social media, content and email marketing, and Google Ads. Investing in a digital marketing partner can save you time and money and ensure your marketing gets better results. Working with an expert digital marketing partner like Peak to Peak Marketing can help you ensure that your strategy aligns with the new opportunities available.
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