Digital Marketing Strategies

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Build your buyer personas.

digital marketers collected qualitative and quantitative information about the target audience that included age, gender, occupation, interests, and location. The definition of the potential customer has been taken to another level recently, with buyer personas taking over.

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Organize your audience segments and make your marketing stronger with templates to build your buyer personas.

Buyer personas represent your ideal customer(s) and can be created by researching, surveying, and interviewing your business's target audience.

It's important to note that this information should be based upon real data whenever possible, as making assumptions about your audience can cause your marketing strategy to move in the wrong direction.

To get a rounded picture of your persona, your research pool should include a mixture of customers, prospects, and people outside your contacts database who align with your target audience.

Quantitative and Demographic Information


  • Location: Use web analytics tools to easily identify what location your website traffic is coming from.
  • Age: Depending on your business, this may or may not be relevant information. But if it us, it's best to gather this data by identifying trends in your existing prospect and contact database.
  • Income: It's best to gather sensitive information like personal income through persona research interviews, as people might be unwilling to share these details via online forms.
  • Job Title: This is something you can get a rough idea of from your existing customer base and is most relevant for B2B companies.

Qualitative and Psychographic Information


  • Goals: Depending on what challenge your product or service solves, you may already have a good idea of the goals of your buyer persona. Cement your assumptions by speaking to real customers and internal sales and customer service reps.
  • Challenges: Speak to customers, sales and customer service reps, and any other customer-facing employees to get an idea of the common challenges your audience members face.
  • Hobbies/ Interests: Ask customers and those who align with your target audience about their hobbies and interests. If you're a fashion brand, for example, it's helpful to know if large segments of your audience are also interested in fitness and well-being to inform future content and partnerships.
  • Priorities: Talk to customers and target audience members to find out what's most important to them in relation to your business. For example, if you're a B2B software company, knowing your audience values customer support over a competitive price point is very valuable information.

Identify Your Goals and Tools.

Every professional marketer knows how important this stage is. Without goals, the strategy simply will not work, so defining them is your main task. Make sure that the goals you developed are suitable, and make them measurable.

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Example of a weak marketing goal

Increase the conversions on the website next year and create two promotional offers.

What is wrong with this goal? Right, it is non-measurable! How one can measure the progress using this goal?

Here is how it should have been formulated:

Increase the conversions on the website by 20 percent in the first quarter of 2020, and create two promotional offers: free marketing report and a marketing book. Have them online by February and March respectively.

Audit and plan your owned media campaigns.

At the heart of digital marketing is owned media — and it almost always takes comes in the form of content. That's because nearly every message your brand broadcasts can be classified as content, whether it's an About Us site page, product descriptions, blog posts.

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Audit your existing content.

Make a list of your existing owned content, and rank each item according to what has previously performed best in relation to your current goals.

For example, if your goal is lead generation, rank your content according to which pieces generated the most leads over the last year (such as a blog post, ebook, or site page).

The idea here is to figure out what's currently working, and what's not, so that you can set yourself up for success when planning future content.

Identify gaps in your existing content.

Based on your buyer personas, identify any gaps in the content you have. For example, if you're a math tutoring company and know through research that a major challenge for your personas is finding effective ways to study — you don't currently have content that speaks to that concern — create some.

By looking at your content audit, you might discover that ebooks hosted on a certain type of landing page convert really well (better than webinars, for example). In the case of this math tutoring company, you might make the decision to add an ebook about "how to make studying more effective" to your content creation plans.

Create a content creation plan.

This should include:

  • Title

  • Format

  • Goal

  • Promotional channels

  • Why you're creating the content

  • Priority level of the content

Evaluate your existing digital channels and assets.

When reviewing your existing digital marketing channels and assets to determine what to incorporate in your strategy, it's helpful to first consider the big picture — this will prevent you from feeling overwhelmed or confused.

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Make it Easy for Customers to Reach You

Online business is all about connecting with potential customers, so traffic on your website should be high to ensure positive outcomes. Your digital marketing strategy therefore should ensure that your leads and visitors are not exerting unnecessary effort to connect with you. Engaging with your customers is invaluable for your business.


Focus on Blogging.

Creating high-quality content is important for any digital marketing strategy. Blogging is one way to create quality content for a site & expand your content marketing strategy. This key aspect of the strategy performs some critical functions, including bringing more traffic to your website, reinforcing social media presence, positioning against other companies, & ranking all those long-tail search queries and keywords.