What is a Digital Marketing Strategy?
To start, let’s define what a Digital Marketing Strategy is. I know this seems basic, but let’s start small. A Marketing Strategy is an overall plan that you, or your business, implements to reach and attract qualified leads or other goals you may have identified. This can include everything from traditional strategies to Digital Strategies.
So, a Digital Marketing Strategy is a marketing strategy focusing on the digital side, fairly self-explanatory. Your business may have already implemented a Digital Strategy, or you may think your business does fine with traditional marketing, which it might at the moment. But trends show that more and more people and businesses are using the internet as the main resource in purchasing decisions and research. Meet your customers where they are – on the web, with a digital marketing strategy.
The importance of creating and using a Digital Marketing plan to support digital transformation and company growth.
Where do you start if you want to develop a Digital Marketing Strategy? It’s a common challenge since many businesses know how vital digital and mobile channels are today for acquiring and retaining customers. Yet they don’t have an integrated plan to grow and engage their audiences effectively. They suffer from the 10 problems I highlight later in this article and are losing out to competitors.
The challenges of creating a Digital Marketing Strategy?
In my experience, a common challenge is where to start drawing up your Digital Marketing plan. I think there is a fear that a massive report is required, but we believe that lean planning works best. Your plan doesn’t need to be a huge report, a strategy can best be summarized in two or three sides of A4 in a table linking Digital Marketing Strategies to SMART objectives within our RACE planning framework. We recommend creating a lean digital plan based on our 90-day planning templates to implement your digital plan rapidly to gain traction. You can learn more in our free download.
How to structure a Digital Marketing plan?
An integrated Digital Marketing Strategy will give you a foundation for all the key online marketing activities we recommend in the Smart Insights RACE Digital Marketing planning framework.This integrates 25 essential multi-channel marketing activities covering all parts of the customer life cycle broken down in these sections:
1.Plan – Use a data-driven approach to review your current Digital Marketing effectiveness, customize analytics, set up KPI dashboards and SMART objectives create a strategy of prioritized improvements to how you deploy digital marketing media, technology and data to increase leads and sales.
2.Reach – Build awareness using the 6 key online marketing techniques which will drive visits to your site.
3.Act – Encourage interactions on your website or social media to help you generate leads for future.
4.Convert – Use re-targeting, nurturing and conversion rate optimization to remind and persuade your audience to buy online or offline if phone and face-to-face channels if these are important to you.
5.Engage – Increase sales from existing customers by improving personalized communications using web, email and social media marketing.
This page groups our key recommendations on creating a digital strategy. Register as a member to access our resources that show you how to structure a Digital Marketing plan.
How will this Digital Marketing Strategy template help me and my business?
Do you have an integrated Digital Marketing Strategy? Our research shows that many businesses don’t have a structured Digital Marketing plan, yet they are doing Digital Marketing.
This popular Digital Marketing Strategy template will give you a structure for applying the Smart Insights RACE planning framework to help you rapidly create an integrated Digital Marketing plan for your business.
Our template gives you a simple structure using the acclaimed Smart Insights RACE Planning system. Key strategic activities to manage digital for each part of RACE, summarized on one page under ‘Opportunity, Strategy, and Action’
This marketing plan template is our most popular download. It’s based on our Content Director, Dave Chaffey’s fifteen plus years experience of creating and reviewing Digital Marketing plans for companies small and large across many sectors.
Who is this Digital Marketing plan template for?
This download is for anyone involved with shaping future Digital Marketing direction for their business or their clients, including:-
1.Company owners and directors
2.Managers responsible for increasing the contribution of digital channels in their organization, including Digital Director and Digital Marketing managers
3.Heads of marketing including CMO, VP of Marketing, Chief Customer Officer, and Marketing Director
4.Consultants or agency account managers