How to define your digital strategy in 5 simple steps

How to define your digital strategy in 5 simple steps

It’s easy to feel overwhelmed when it comes to digital marketing as there are so many channels and so much content already out there to compete with. Unless you are a “super brand” with an enormous budget it is impossible to appear everywhere. Follow these 5 steps and feel totally focused on where your brand should be…..

 

1. Set your goals

Firstly, ask yourself the question “What is the ONE main outcome I want from my digital marketing plan? Use this to define your mission.

Next, set your goals and be really specific about what you want to achieve. The best way to do this is by making sure your goals are SMART.….

 

Specific

Measurable

Achievable

Realistic

Time based

 

So rather than just saying “generate more traffic”, the goal could be “generate 20% more UVs (unique visitors) to the website from facebook ads in 3 months”. 

 

2. Carry out an audit of your current marketing activity

There is no point setting your future strategy without looking at  what is already working and also learning from your mistakes.  Take a set period of time, say the last 3 months, and plot performance on a spreadsheet to clearly see which channels are performing best. Use these learnings to set clear and realistic KPIs.

 

and what your competitors are doing….

 

Are they using a marketing channel you are not active on? Are they sharing content at completely different times of day to you? Are they using different keywords to you? (SEMrush is a great tool for tracking this) Then it might be worth testing similar options out in your marketing plan.

 

3. Find out where your customers are…

It is crucial to Identify where your potential customers are hanging out as you do not need to be everywhere. If you are a postnatal yoga instructor, for example, then it’s unlikely that your target mums are going to be seeking post natal fitness tips and support on linkedin.

 

4. Be realistic about your budget and resources

 

On a limited budget in a competitive marketplace PPC (pay per click) advertising on google is not going to be an option. Instead focus your efforts on organically growing traffic to your site (SEO) and Social media which is free.

 

Likewise, hiring a photographer and designer is not going to be possible on a modest Startup budget so take advantage of cheap online resources instead. Get a logo designed on Fiverr, use Canva to create free social media assets and download high quality free stock images from sites such as Unsplash, kaboompics and Pixabay

 

If you don’t have a dedicated team member to manage your digital marketing or much time yourself then you are unlikely to have time to keep a blog regularly updated. Instead, share carefully curated content – using Feedly is a great way to gather relevant articles to share.

5. Accept this is not a final plan

The only way you can understand what works for your brand and audience is to Test, test and test some more! There is no right or wrong when it comes to what imagery to use or what time of day to post so just get testing and see what works for your brand.

 

If one channel  isn’t working, isolate the issue and do some more testing. If it still doesn’t work then focus your energy elsewhere. If one channel is outperforming all others then pour more time and budget into it. See your digital marketing plan just like the digital space – unpredictable and ever evolving!

 

Need some help defining (or redefining) your strategy? Get in touch to find out more about our 90 minute kick start digital strategy session.

 

Original article published here: http://thewern.com/define-digital-strategy-5-simple-steps/

 

Digital marketing on a shoestring

Digital marketing on a shoestring

1. Use a template for your website

You can purchase a template for a few pounds a month from Wix.com or squarespace.com or some designers offer an ‘out of the box’ WordPress template from as little as £100 including hosting. WordPress is my favourite option in terms of design and SEO.

2. Save money on SEO

SEO expertise doesn’t come cheap and usually for good reason. Just be wary of agencies who try to tie you into costly retainers or promise instant results – it takes months to influence google rankings so think of the long game. Anyone who promises you results straight away is, quite frankly, lying! Before you start thinking about building backlinks (getting other sites to link back to your website), start by making sure everything on your website is super duper search engine friendly (this is known as “on-site SEO”).

Often a one-off site audit will do the job or you could hire an SEO consultant for a few hours for some advice to get you started. If you have a wordpress site, then make sure you install the free Yoast! plugin.

Also, you can swat up using free online resources. The Clickminded SEO checklist  and Authority Hacker on-site SEO checklist are great starting points.  Also, check out the Moz beginners guide to SEO.

 

3. Ditch the designer

In an ideal world, we would all have a lovely design budget but this is often just not an option for startups. So, how can you work around this? There are loads of tools out there to help marketers on a budget. Use Fiverr to find affordable design freelancers to help you. Use Canva to create free social media assets and download great quality royalty free stock images from sites such as Unsplash, kaboompics and Pixabay. Foto is a great free tool for image editing and cropping.

 

4. Join online communities

There are some great marketing facebook groups out there who offer a supportive community and lots of free advice and feedback. This can also be a great way to promote your services – just be mindful to respect the rules of the specific group before promoting your own business.

A couple of groups I love are Blooming Founders and NOI Club (both for female entrepreneurs)

5. Create your own private Facebook group

This is a  great way to listen to your customers and ultimately promote your services to your engaged audience without facebook’s algorithm restricting you. I would aim to be sharing content in your group daily to provide value. Ask questions, share top tips and use polls to gain insight into what content your members (and target audience!) are interested in then go off and create this content.

If you are local to Hertfordshire then check out my new facebook group Berko Startups. (shameless plug I know…)

 

6. Make the most of Facebook Ads

Start by ‘boosting’ some posts that have already performed well organically to test the waters. Then you can set up some targeted ads and see results from as little as a couple of pounds a day. There is no right or wrong when it comes to what imagery to use or when to post so just get testing and see what works for your brand. 

 

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