Even if you're not a digital marketer, you probably remember doing that at least once.
In the early stages of strategic planning, it is difficult to create a strategy that is as comprehensive and popular as possible. To compensate for this uncertainty, a step-by-step guideline has been created to help you plan a digital marketing strategy without error. In 2020, let's take a look at the five key elements for a complete marketing strategy!
1. Buyer Persona Definition
First of all, you need to be able to define your digital marketing audience in one sentence. Buyer persona is the'ideal customer award '.
As an example, let's define a buyer persona for a clothing store called Macy's. The buyer is a stylish working-class woman in her thirties who lives outside the city and wants to fill her wardrobe with inexpensive clothes, although it was made by a designer. Based on this definition, Macy's marketing team thinks about the audience in detail and works with a clear persona definition in mind.
2. Identify Goals And Means To Achieve Them
Your marketing strategy goals should match your business goals. For example, suppose our goal is to'recruit 300 participants to an annual conference in 3 months'. As a marketer, your goal is to increase your online pre-booking rate by 10% this month.
Once a goal is set, we look for a suitable way to achieve that goal. Online software such as SNS scheduler is useful for analyzing the likes and dislikes of potential customers.
TIP You may want to consider Google Analytics to measure your blog or website performance .
3. Records Of Media Resources You Have
Determine the resources you will use to develop your strategy Simply put, media resources can be divided into Paid Media, Owned Media, and Earned Media, or Triple Media.
What is Paid Media ,
Any channel that can be paid for to attract target audiences. Twitter, Facebook, and LinkedIn are representative social media channels that provide Paid Media that are exposed to users. Types of Paid Media include Display Ads, Keyword Ads (Paid Search), and Sponsorships.
What is Owned Media,
This is the brand's own post. In other words, it is the media of self-managed channels such as blog posts, ebooks, images, and infographics created by the marketing team.
What is Earned Media,
User-created content. This includes virals such as Twitter retweets, which are shared on social media, and Instagram photos that mention our company.
Effectiveness is maximized when collecting and consolidating media resources with triple media. If you already have a company blog that publishes weekly content on Owned Media , you can promote your blog post with Paid Media on Twitter , and this post will have an impact as Earned Media . After all, media strategy works best when triple media is integrated.
Can you take advantage of all the benefits of triple media integration without spending a dime? As long as you can post on Twitter or Instagram and add appropriate hashtags , you can do it. However, it's a good idea to throw away any media that doesn't meet your marketing goals. Because you have to be efficient by taking only what you need.
4. Media Campaign Planning
Now let's decide how to take care of the things we need. What kind of content can help? Focus on your media and marketing goals . For example, it might be to think about whether the CTA update at the end of a blog post will help increase the pre-booking rate for an event.
Next, look at the buyer persona definition. Let's say someone works for a video editing software company. And the company's persona don't know how to add clean sound effects to videos. If you don't have content to solve that problem, you can create a 15-second demo video on Instagram to show you how great the product is at solving the problem.
Finally, plan to publish your content . Include the title, goal, type and publishing channel of each content in the content publishing plan. Make sure to include what your persona wants to solve. Let's carefully plan what content to publish in order to solve the'what