My Digital Marketing Strategy Process
After working on over 100 websites in multiple industries I’ve come up with a process that works for me and my clients.
This process is broken into a variety of stages that ensures clients understand how I work with them in our journey together.
Every client has different needs and is in different stages of their digital marketing journey. Using this strategy helps me identify what you need to reach your goals.
Strategy Stage 1: Understanding You, Your Goals, Your Vision & Your Expectations.
During our first conversation my mission is to get to know you and your business. I want to know why you chose your industry. I want to know why you’re in business and what’s driving you to succeed.
If you’re getting in touch with me, I’m assuming you have goals you need help to achieve. No entrepreneur can do everything themselves, they need help. I want to know how I can help you, not just with digital marketing but with my business knowledge.
Strategy Stage 2: We’ll talk Customers and where we think we can find them.
Such a simple thing but taking a step back and looking at your best customers can help draft the best digital marketing strategies.
If we understand your current customers we can develop a strategy to get more of them. We’ll look at their demographics, their interests and where they spend most of their time online.
If we know who they are and where they are we can get your ads in front of them.
Strategy Stage 3: We take a look at competitors…
I’ve had numerous clients reveal they don’t have competitors because their products are unique.
You may not have competitors for your product or service, but you have marketing competition. Who’s ranking in Google when they search your brand, product or service? That’s competition we need to overcome.
What audiences are you competing against? Marketing platforms use bidding systems to put your ads in front of users. Reaching a customer interested in financial products will cost a lot more than a customer interested in pet products.
Seeing what top competitors have done to date could save us a lot of time creating a strategy that may not work.
Strategies evolve over time and are never set in stone. Looking at competitors can send us in the right direction from the get go.
Strategy Stage 4: We discuss your resources…
Marketing budget is a huge part of your strategy. That’s definitely something I need to know in order to craft a strategy.
If you have a large budget audience testing will be a lot easier. I can run campaigns larger campaigns and learn from them quickly. However, if you’re budget is smaller we may want to be more focused.
I’d look at what service or product gives you the best return on ad spend and focus on promoting these first.
Other resources we’ll speak about are your staffing or external agency support. Depending on your digital assets we may have to use external developers if we can’t handle something ourselves.
We have to try and get your data integrations right from the start. Feeding the right information to your marketing platforms ensures you’re getting your audiences set up correctly from the start.
I can do this with popular systems such as WordPress but if you’re using something custom built we may have to outsource.
I use some excellent developers and have very cost effective options if we’re limited by budget.
Strategy Stage 5: We start planning the perfect customer journey…
A lot of my customers believe that placing up and ad on Google or Facebook will automatically generate sales. This is true but for most companies we need to work out a touch-point analysis.
Touch point analysis identifies how many times a potential customer has to see your adverts before they decide to choose you over your competitors.
This is done through remarketing, email marketing and social media community development. We can go into this in more detail later but this graphic shows you an example of a journey.
This is an example of a simple customer journey using modern marketing platforms. Here’s the explanation:
- A potential customer decides to do a Google search for a product.
- You use a Google Ads Strategy to direct the customer to your website. They get distracted and leave. They’re not ready to buy.
- Using the Facebook we retarget that user on Instagram and direct them to a landing page.
- Our landing page has an enticing offer to get them to join our mailing list.
- The sign up to our mailing list such as mailchimp.
- We automate a welcome email offering new subscribers a 10% discount.
- The potential customer becomes a converted customer.
- We ask the customer to review us and build our reputation.
- We integrate our CMS with Google Ads and find customers similar to the customer that just bought.
- The automation loop continues and we grow our business while we sleep.
This is a simple version of a journey and each journey is different depending on the user, demographic, industry and resources available to you as a business owner.
This is a vital stage in the process to identify your needs.
Strategy Stage 6: We Prioritise…
There’s so much we can do when it comes to marketing.
Depending on your budget and resources we may have to be smart about where we spend our time.
I like to prioritise based on quickest wins for the business. If you’re a product based e-commerce company a remarketing campaign may be priority.
If you’re a local business your Google business listing could bring you business very quickly.
I like to ensure any company I work with focuses on what marketing channel will give them profit. Once your business has steady revenue flow we can look at enhancing other marketing channels and build out your customer journey.
Strategy Stage 7: We set your Key Performance Indicators (KPi’s)
Now we’ve discussed everything and planned your companies customer journey and marketing plan; it’s time to set the goals.
The main goal is obviously revenue but we want to set micro goals to achieve the macro.
Examples of Micro goals:
- Leads for the Sales team.
- Email addresses for your e-commerce shop.
- Engaged Social Media Audience
- Developing partnerships with other audiences.
Examples of Macro Goals:
- Converted Sales from leads.
- Product sales and revenue.
- Social Media Sales.
- Affiliate Marketing Sales.
These are very basic examples of micro and macro goals but you get the idea.
Start Your Digital Marketing Campaign Today
This process is an example of a full campaign from start to finish. It may be too complicated for what you currently feel you need. Don’t worry… we can start smaller if you’re more comfortable with that option.
This process is what I feel helps a business the most.
Doing something is better than doing nothing. Start today.