8 Tips for a Solid Digital Marketing Strategy

Steve Minks
Steve Minks Co founder & Digital Consultant, IceSugarMedia

Posted on April 2nd 2014

8 Tips for a Solid Digital Marketing Strategy

ImageWhether you've been engaged in digital marketing for years or 2014 is the first year you’re exploring this opportunity, you'll need a digital marketing strategy.

Now more than ever is a great opportunity to look at what worked and what didn't in the previous year and set new goals for the year ahead. Here are some steps you can take for planning your digital marketing strategy.

Review History

If you did some digital marketing in 2013, what worked and what didn't? Try to look at both qualitative and quantitative data as much as possible as opposed to relying on your own personal feelings about a strategy; your favorite approach may not have been the one that connected with customers.

If this is your first year of digital marketing, examine what did and didn't work in your offline marketing.

Define Goals

What are your business goals for 2014? This is the most important aspect of digital marketing: your strategy and goals must align with your business goals. As obvious as this may seem, it can be all too easy to get caught up in an exciting marketing plan that looks flashy but does little to actually grow your business.

As you set your goals, be specific. Use numbers, dates, percentages and monetary signs to map out the growth you want to see.

Understand your Audience

Understand your demographics and whether you are largely marketing to a homogenous group or if your customers can be divided into several different homogenous groups. You can gather demographic information through surveys and tracking tools.

Don't assume your customers are unchanging; keep tabs on them throughout the year so that you are always working with current information.

Plan your Content

Start with brainstorming. See what the competition is up to. Don't reject anything at the stage of generating ideas. Some experts advise using an editorial calendar like journalists do in order to take advantage of important dates although it's best to plan your content only a few months ahead.

Consider your Channels

You will deliver content differently and to different audiences depending on the platforms that you choose although most businesses will benefit from using a mix of digital media.

Photographs, podcasts, videos and infographics are just a few ways to keep variety in your content. Don't forget tried and tested techniques like email newsletters as well.

Plan for Mobile

Looking ahead, a strong mobile strategy is essential. Be sure your website is optimized for viewing on screens of different sizes. Consider whether you can develop any apps that will be helpful for your business. Explore opt-in SMS and text message marketing.

Set up a Google+ Business Account

This has also become essential for businesses because it is so important to your search rankings. Even if you are not very active on the platform, post updates there so they will appear instantly in Google searches.

Measuring with Analytics

Learn your way around Google analytics and other analytics tools that show you how you are doing relative to the goals that you have set. Set up a custom dashboard of metrics and KPI’s. Keep a close watch on results in connection with weekly and monthly goals and make adjustments accordingly.

Digital marketing brings unique challenges and opportunities to businesses. Effective planning is key. With an understanding of the audience and a consistent message, your digital marketing strategy can align with your company's goals to make 2014 your most profitable year yet.

Steve Minks

Steve Minks

Co founder & Digital Consultant, IceSugarMedia

Steve Minks has over 25 years of IT & Digital expertise with a background in Property Development, Telecoms and as an accredited Health & Fitness professional. Currently Co-founder and digital consultant with www.icesugarmedia.com, Steve also enjoys writing on a range of subjects, functional exercise, visiting historical places and spending time with his family. Connect with him on Google+

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Comments

Akash Agarwal
Posted on April 3rd 2014 at 7:44AM
Digital marketing is marketing that makes use of electronic devices (computers) such as personal computers, smart phones, cell phones, tablets and game consoles to engage with stakeholders. Thanks for sharing this digital marketing strategy.
PaulCarter
Posted on April 4th 2014 at 7:19PM

I sometimes do keyword research just as I'm thinking about a topic. Useing Google Adwords free keyword research tool, I can refine the topic to what's actually being searched on, and thus be more relevant to what people are looking for. Plus, it sure helps when it's time to optimize the content for search.

Felix Brown
Posted on July 1st 2014 at 6:23AM

Digital Marketing is not just one term but it is made up of a number of terms and techniques like web designing, content strategy, blogging, content management, e mail marketing, social media and search engie optimization or SEO.