According to the latest study by Smart Insights, 46% of brands don’t have a defined digital marketing strategy yet, and 16% do have a strategy but haven’t put it into effect yet. That means that more than half of the businesses out there aren’t getting the exposure and customers they could get, simply because they don’t have a digital marketing strategy.

Developing a sexy digital marketing strategy provides a framework for generating broad awareness, a document for strategic analysis, and a rough guideline for implementation. This strategy will also provide triggers, decision points, and benchmarks for success.

Now you should be asking yourself, where to start?

It's a common challenge since many businesses know how vital digital channels are today for acquiring and retaining customers. Yet they don't have an integrated digital marketing strategy to grow and engage their audiences effectively.

Thankfully, it’s not that hard to come up with your own digital marketing strategy if you follow the below-recommended steps:

1. Audit what you were doing

First & foremost, you need to create an audit document about the things that have been working and the things that haven’t been working and evaluate your existing strategy, if available. Hopefully, tracking your KPIs* will facilitate the evaluation mission.

* A Key Performance Indicator (KPI) is a measurable value that demonstrates how effectively a company is achieving key business objectives.

2. Set a goal & stick to it

After analyzing your previous activities it will be the time to establish targets and metrics that define success and the long-term & short-term goals for the coming phase. Keep in mind that your goals must be evaluated frequently for ROI*.

* Return on investment is a ratio between the net profit and cost of investment resulting from an investment of some resources.

3. Know Your Target Audience

Define who you want to do business with and who wants to do business with you by determining all their details similar to age, interest, location, gender, educational level, job titles, etc.

4. Determine Your Company’s Unique Selling Proposition

Markets are saturated with all types of businesses, the trick is determining what makes you different from your competitors & why your customers should pick you over everyone else. The main campaigns, later on, will be highlighting these unique competitive advantages.

5. Research Your Competitors

Every day you’ll be surprised by some competitors who are going to have their own ideas about the best way to acquire customers. This is why it’s important to spend some time doing situation analysis that will also help you to get ideas and know what you can do to differentiate your brand from others.

6. Shape your communication strategy

Set up the methods for your online activities by describing messaging that calls customers to take action. Consider being creative in your approach & the way you’ll be sharing your brand's message with the public.

7. Break down your customers’ journey

This is a great way to help you flesh out the details of your strategy, understand your customers’ purchasing behavior and the experience they go through when interacting with your company and brand.

8. Determine how you will market

There is a wide variety of ways to get your marketing message in front of your prospects and target audience, that’s why you need to figure out what channels you’ll be using in order to turn your audience into prospects and then into customers. Don’t forget that even in the digital world you can still use the traditional advertising route, but for sure with synchronizing your channels to support the main goal.

9. Boost your Influence

One of the main tactics marketers nowadays use is influencing their audience to make them trust and then buy their goods. Keep in mind that you can influence your audience either through your valuable content or through collaborating with social media influencers with a similar target audience who already have the good content you miss.

10. Revisit your digital marketing strategy

Nothing is set in stone! The strategy that you develop now might need to change constantly especially in our fast-evolving market. So once a month (or at least once per quarter), you should revisit your digital marketing strategy.

The key is to constantly evaluate and think about how things can be improved upon. Test out different things to find out what works best.

Preparing a complete digital marketing strategy is a complicated process that requires from your part to tackle in-depth the above steps in order to cover all their aspects. If you have enough time & insistence, it will be great but if not, you can gather ideas from the new marketing concept the “4Ts of Digital Marketing Operations” or simply contact “Right Service" to help you prepare your digital marketing strategy.