To the question “Is it necessary for me to implement a digital strategy for my business in 2022?”, there is only one answer. Yes, it is essential for the development of your business and the increase of your structure’s notoriety.
What you should ask yourself instead is how to successfully deploy your web marketing strategy? This is the subject we deal with in this guide. Let’s discover together the path to follow to achieve this.
Step 1: Conduct an audit and analyze your business positioning
The digital marketing strategy you need to adopt must be adapted to your company. Therefore, its construction must be based on your identity, your existing assets, the market you are targeting, and your competitors.
It is therefore essential that you carry out an audit of your activity. This is to know your positioning on the market, your strengths and weaknesses, and the elements that will help you stand out from the competition.
To be more precise, you must carry out an internal audit. This includes :
– An SEO audit (for the positioning of your website) ;
– An ergonomic audit (for the user experience of your website);
– A strategic audit (to review your business model, your offers, your current objectives, etc.);
– An editorial audit (to check the relevance and quality of your content)…
You will also need the SWOT tool to identify your strengths, weaknesses, opportunities and threats. It is a tool that provides you with strategic ideas that will be useful for the future.
An external audit will also be necessary. Here, you need to analyze your market, launch a competitive intelligence, make a benchmark and analyze the trends in digital marketing.
Step 2: Identify and understand your targets
Your digital marketing strategy must be oriented towards the right audience. That’s why it’s imperative that you perfectly understand the profile of your buyer persona.
But how to understand and effectively define your target audience?
First of all, list everything you know about your target audience. Information such as age, gender, social and family status, location and hobbies of your targets are the basis. You also need to learn a lot more about them, by analyzing their comments and reactions on social platforms or by interacting with them directly or via forms, or through opinion surveys.
Your goal should be to identify their needs or expectations, their frustrations or pains, everything that interests them. By accurately profiling your targets, you will be able to determine the best way to communicate with them so that your messages and offers are well received.
Step 3: Establish strategic goals
Your digital marketing strategy must be aligned with your company’s strategy. On the other hand, it must be based on strategic objectives and indicators. For example, if your ambition is to increase your overall online sales by 15% in a given time, you can define as a digital marketing objective, to generate 45% of leads via your web platforms.
When setting your goals, you need to make sure they are SMART. That is, they must be Specific to your business (clear, precise and understandable to all), Measurable (quantifiable), Attainable, Realistic (ambitious, but achievable) and Temporary (delimited in time or for a specific date).
Here are some ideas of goals that companies typically set when building their digital marketing strategy:
- Increasing traffic on all of the company’s digital media;
- Improving the e-reputation, the perceived image and the notoriety of the company;
- The development of customer loyalty or the increase of the trust rate;
- Optimization of the company’s customer acquisition strategy or the prospect conversion tunnel…
Goals are essential, because they are the way to know you are on the right track. By having your attention focused on your goals, you will be able to adjust and improve your strategy.
Step 4: Choose the digital marketing tools to use
You will need to use marketing tools to make your goals a reality. This is a crucial step in building your web marketing strategy.
The big challenge here is your ability to identify the tools that are best for you, as there are different kinds of tools on the market. If you have to remember one thing at this level, it is that the marketing tools you should use should be easy to use, save you time, increase your return on investment and improve your perceived value.
Among the marketing tools that will be useful to you are those for managing your digital assets, centralizing your data, automating the sending of your messages, managing your advertising campaigns, etc. You will especially need an efficient online payment solution that fits your business if you want to receive and manage your revenues without difficulty.
Don’t hesitate to use an online payment solution comparator if you want to find the one that fits your business.
Step 5: Determine the web marketing budget
The implementation of a digital strategy has a cost. It is therefore time to establish a budget for your project. By considering the objectives you have set and the means you will use to reach them, you will be able to estimate your webmarketing budget.
Not having an idea of the cost of your strategy can cause you to spend more than you need to and exceed your budget. Since this can jeopardize the achievement of your goals, you should not neglect this step.
Step 6: Define the digital communication strategy to adopt
When you decide to set up a digital marketing strategy, you need to focus your communication. You have the choice between different means of communication to attract prospects, convert them into customers and retain them. Social networks, YouTube videos, emailing, blogging, e-commerce site, mobile application are some examples.
It’s up to you to choose the one or ones adapted to your targets’ profile. Better yet, work meticulously on your content plan so that your messages resonate well with your audience.
You now know all the steps necessary to implement a good digital marketing strategy. Don’t forget that you need to fine-tune it to improve it over time. So measure your web performance periodically and make the right decisions.