Digital Marketing Strategy:
The word ‘Digital’ in digital marketing means online marketing. When you search anything on Google, you observe hundreds of search results but only ten out of the hundred come up on the top of Google page, and out of those ten also, you hardly pay attention to only on two or three. Search marketing is a part of digital marketing strategy. It is basically a series of actions and statistics to promote online business. There might be various goals such as selling the product, promoting the brand etc. It usually circumscribes long-term goals (3-6 months). Various businesses such as e-commerce companies can deploy them. There are certain foundational factors that make a web platform interesting and extensive, which goes as follows-
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Extensive research
Digital marketing basically is a tool for sellers in the online world to present themselves and to understand via 5 Ws (when, where, what, who and why). A mid-size company must focus on co-products rather than selling all the main products at once. For instance, Shoes has various sub-categories such as party, luxury, corporate, casual etc. A company must select and focus one category amongst these on the basis of product demand, price range etc. and form a Digital marketing strategy based on that. A strategy process model provides a framework that gives a logical sequence to ensure inclusion of all key activities of strategy development and implementation.
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Digital branding strategy
It encompasses Social Media Optimization or Search Marketing Optimization is the latest trend in internet marketing. It is an ideal bridge between the two giants Search Engine Optimization (SEO) and Social Media Marketing. As a part of the modern-day business world, you must focus on some critical issues that comprise of online visibility and customer interaction. This goes hand- in- hand with digital marketing strategy and includes various social media networks such as Instagram, Facebook, Linkedin, Twitter, Youtube, and Pinterest.
Facebook-
It drives a large number of users to the websites. This is essentially the reason why a new venture cannot be successful without a Facebook fan page. It needs to be treated like another website to be optimized on a regular basis. To do so you need to do the following-
- fashion a custom URL for your brand
- Add a Facebook Like Plugin to your website
- Allow the user to add comments to increase the likes
- Post regularly fresh, interactive and fun content including videos, trivia questions and polls
- Add pictures in content that increase its likes
- Optimize the keywords in the Information segment
Instagram-
Having Facebook as its precursor Instagram too acts as a viable emerging option for digital marketing with its sudden popularity within its few years of launch. With its feature of 10 second long stories (inspired by Snapchat) it gives the user the required insight into the company’s working without boring them with too many unnecessary details.
Linkedin-
LinkedIn as a form of SMO allows job recruiters, headhunters, and personnel HR to use potential candidates. Recruiters can find members matching their specific keywords by using advanced search tools. It can also be used for various other purposes such as influencing, publishing platform, advertising etc.
Twitter-
Apart from allowing one to tweet, retweet, direct message, hashtag etc. Twitter marketing allows one to market their business on twitter. It is one of the most popular social media platforms and hence attracts much more traffic on a website than anything else. The more you have followers, the more you boost your marketing process.
Youtube-
Youtube allows the user to not only market via advertisements during other videos but creates one’s own regarding the usage of their products/ services and the right way to access it or as a fancy advertisement.
Pinterest-
It is a photo sharing social media which is useful for the fetch audience on your website through photo sharing. Following tips are helpful for getting high traffic-
- Include the Price Tags
- Utilize Pin It for Later links
- Show the Pins to Newsletter Readers
- Find the Popular Group Boards
- Avoid Traffic via Competitor Domains
- Promote Your own Presence
Specify target audience-
This requires establishing an audiences’ persona based on a study of Qualitative and Quantitative demographic algorithms. Quantitative demographic specifies the ‘where’, ‘who’ and ‘what age group’ for a certain product and Qualitative demographic refers to choices, preferences and thought- processes of the customers and what keywords they look for. Together they dictate search engine behavior. Promoting a site to enhance a number of backlinks, or inbound links is another SEO tactic. They hold utmost importance in DM strategy.
Identifying the goals-
There are majorly 2 goals that any company aims to withhold- selling goals and branding goals. Selling goals covers contents, posts, channels and basically, everything that a business deploys to achieve conversions in the market, for instance- X no. of sales on Amazon, X impressions on brands etc. Branding goals comprehend to promoting one’s social welfare campaigns, video campaigns for brands on social media etc. These can be worked on individually or together. Selection of social product mix and target audience is the foundations for identifying goals in DM strategy.
Tools and channels to deploy-
It can be done via DM tools, DM channels or not. It ensures and enhances your social media preference. It can be done in 3 ways- Paid media (PPC, Google ads, Facebook ads, Instagram ads, LinkedIn, Online campaigns etc.), Owned media (PPC, Social media communities and already existing bogs etc.) and Earned media (getting mentioned by authoritative figures such as news channels, Wikipedia pages, local government and house associations in good reputation promoting you) re some of the tactical links.
Focus and evaluate your digital presence-
You must always mention your platforms of social media presence for the ease of your customers to be able to find you and deciding what tools and tactics need to be deployed for sales or branding, for instance- visual media to promote your Youtube channel, Instagram etc.
CRM Digital Marketing Strategy:
Content Strategy–
Right king of content, keywords, phrases needs to be produced with the help of research. Enhanced selling of products and services is an offshoot of harmony in the content of the description. It must be relevant, have a certain quality, attractive for social media purpose and not be necessarily elongated.
Competitor analysis–
For a business meant to flourish, it must always maintain a competitive spirit, for which it should keep a track of competitor’s analysis. They must always be aware of what they buy, sell, their strategies, tools, social media presence, price range, target audience etc.
Execution plan–
Whatever the strategy a business wishes to uphold but its by-product must always be a specific execution plan designed carefully by an expert team. Execution plan should undertake the goals, target traffic, specific demographics, age, gender, location and so on.
Focused action–
Lastly, entrepreneurs are required to do some courses to conduct current fan-bases and take decisive actions for selling like drafting at least one post a day, specifying the content for entire month, visual representation of posts, set weekly targets, video posts- whether musical, statistical or live, campaign plan- dates, categories to run etc. Budget is a topmost requirement to be focused upon. If not for the entire long-term period at least for the starting of particular social media campaign a company must have a budget plan at ready. They must bifurcate their capital so that they can start gaining results in the first week itself and start making progressive changes.
