12 Steps On How To Create An Effective Online Marketing Strategy.
Organizations are increasingly aware of the need to be present on digital platforms and create an online marketing strategy that sets a course for the company. Sluggish actions are often taken on digital media (such as sending emails or opening social media profiles, which do not give the expected return).
However, the problem is usually the lack of a roadmap and target. That’s why it’s important to create an online marketing strategy, a long-term plan that helps you work with a specific goal.
Here is a summary of twelve necessary steps that you should take into account if you want to easily build an online marketing strategy that meets your organization’s needs.
1. Identify your reason for being, your identity
Define the reasons why you want to create a digital marketing strategy; think about your goals and motives. It’s the starting point.
This first point is linked to the search for your organization, to the specificities and values of your brand.
This is about understanding leadership through examples. It can be an inspiration for you to know who you are and where you are at.
2. Create your story as a brand
create an online marketing strategy
Once you’ve identified your purpose, you can start working on your storytelling, your course of action, and the story that defines your business. You must have a strong editorial line that must always be present in your digital strategy. Crafting an effective brand story and delivering authentic messages and engaging content will improve your brand awareness and engagement with a good chunk of your users.
The story of your brand should matter to people. It usually goes through the brand promise story, what each organization says about how their actions influence users.
Consider then: what is your organization’s brand promise? What is your story? Remember, you need a clear, creative story that appeals to users.
3. Define your goals
Your goals must be achievable and measurable in the short and long term to know if your predictions have come true or not. Going into a strategy without knowing what you want to do just doesn’t make sense.
Remember that your goals should be SMART (specific, measurable, ambitious, realistic, time-bound). Identify your main goals, write them down, repeat them until you are convinced. These are the fundamentals of the strategy.
4. Analyze your situation and your market
Performing a SWOT analysis is a good solution to know what to watch out for. In this way, you can assess your qualities and strengths and position yourself against your competition.
It’s a digital analysis, not a traditional one. Note therefore that it is also necessary to analyze your digital situation.
To do this, very complete tools exist, such as SEMRush, which allows you to extract an infinite number of data, such as your organic traffic or your backlinks. You can then compare your domain with those of the competition. Web auditing is a crucial part when creating an online marketing strategy.
5. Determine your buyer profile
To tell your story and have an impact on your audience, you must first know your buyer persona (buyer profile), your audience type. It is therefore necessary to try to create profiles on social networks where you think you identify your audience.
You cannot address all types of audiences. You need to identify your buyers, segment them, and build attributes around their characteristics.
You will change your policy depending on your recipient. For this reason, it is very important to get the most out of your audience and to look like as real profiles as possible.
6. Develop your strategy
Depending on your goals (for example, retaining your audience or driving traffic to a landing page), you will choose different strategies. There are for example:
- Email marketing campaigns
- Social networks
- Social media
- Web optimization
- SEO strategies
- Inbound Marketing
The possibilities and associations are endless. There is no magic formula. The secret is to try, over and over again. Each objective goes through several complementary strategies. You need to be on point in your strategy to know how you are going to manage your online marketing plan.
7. Take the appropriate actions
This is the most practical step. This is about specifying as much as possible how and when you are going to achieve the goals set for your social media strategy.
Using a table can be a good idea. In this way, you visualize the link between actions and objectives, the strategy concerned and the tools to be used to achieve them.
8. Choose your tools
What tools will you use to achieve your goals? Which will you use for each action? To measure the objectives? This aspect is also essential. The internet is full of tools and you have to choose the ones that best suit your needs.
It is a good idea to use tools that you already know or are already employed in the company, mainly to save time and resources. Many require prior registration to use the trial versions to learn how to use them.
Your actions will determine the tools you need. For example, if you do SEM, you use Google Adwords while if you use social networks, you create profiles on the platforms that interest you. It is an essential part of any good performance marketing strategy.
9. Create a calendar
Now that you have clarified your ideas and your plan, you need to plan a timeline. You have the objectives, the strategies, the actions, and the tools.
You have to plan everything in a short, medium, and long-term schedule. Whatever the duration of the plan, it is always advisable to do it because, above all, you have to have a general idea of what you are going to do.
A good digital strategy often has multiple ramifications and goes through different channels, content formats, and time frames. Maintaining control is essential to avoid snags.
A useful content calendar is everything from benchmarks to major industry events, to the roster of staff responsible for creating, approving, and posting each piece of content. Create a detailed schedule. You can use project management software or a Google spreadsheet with color codes. The main thing is to avoid workflow problems (workflow at work).
At this point, you will also need to define the KPIs. This is the only way to measure results. Determining the metrics in a digital marketing plan is not that easy because sometimes the interpretation of the data is not measurable.
You must however know your indicators and how you will set up a control. Otherwise, you won’t know if your campaign was profitable.
10. Make a budget
It is a fundamental step. You need to consider the budget to invest in your online marketing plan. This will depend on the financial resources of the business and the investment needs of your strategy.
At this point, there may be times when everything you thought you would do could not be achieved, so you need to adjust the plan and postpone some actions or goals for another time. We must prioritize.
11. Analyze continuously
The only way to know if what you’re doing is working is to constantly check it. In an online marketing plan, it doesn’t make sense to start something without going through with it. You should always supervise your actions.
It’s never too late to change your plan. If something doesn’t work, you have to know how to adapt. For example, if you are tracking a campaign on AdWords, some keywords may not be successful. You have to try and adjust as much as possible.
12. Measure your results
It’s important to use analytics and tracking tools during and after implementing your online marketing plan – it’s the only way to know if you’ve achieved your goals.
Tools like Google Analytics provide a lot of data, results, and statistics relating to the progress of your campaign and your strategy in general.
The goal is to perform an exhaustive analysis of your results to measure the ROI. This is what will tell you whether your plan worked or not.
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