13 Keys to Creating a Digital Marketing Strategy

As we know, the world of Digital Marketing it is very broad and complex, there are a multitude of channels and strategies that we can carry out to publicize our brand, attract and Capture new potential customers, get more sales, etc.

To develop a successful digital marketing strategy, it is essential to carry out a market research and identify the most appropriate communication channels for our brand. But above all, we must be very clear about the objectives we are going to pursue in order to achieve them, since a Digital Marketing Strategy is essential for the existence of a company.

Depending on the type of company, we will have a specific budget and resources, and we must stick to them.

Keys to creating a Digital Marketing strategy

1. INVESTIGATION

This is one of the most important aspects. Before starting, we must carry out a Benchmark to learn about the sector, what the competition does and, above all, where our company is located. Researching tools and solutions is also very important.

2. DAPHO

Keep in mind a good SWOT in which the weaknesses and strengths of the company are clearly observed, together with market threats and opportunities. The digital strategy must be consistent with this analysis.

3. OBJECTIVES

Before we start developing a good strategy, we have to Define some objectives. What do you want to achieve with a global strategy or with a specific strategy, what are the goals to be achieved with the development of the strategy. If we don't define the objectives we want to achieve, we will be failing before we start.

4. KPIS

KPIs (key performance indicators) will allow us to analyze the progress of our actions and how close we are to meeting our objectives: if they are bearing the expected fruit, or on the contrary, they are not working as expected. It is essential to be able to measure the effect of each action.

5. WEB/BLOG

Have a website or blog it is vital to make us known, it is the showcase of our company. Our website should be responsive, communicate brand values, have regularly updated content and offer a good customer experience. But each company can adapt its blog as it wants or needs it, in some cases it's news, in other cases it's news, in others it's texts by guest authors, in other cases it's a video blog, etc.

6. EMAIL MARKETING

Although it may seem untrue, the Email Marketing is one of the most effective ways to publicize our products or services. It allows us to direct traffic to the websites we want, to educate our customers through new content and products, to remind them that we are here, etc. Newsletters or newsletters must be well articulated with the objectives. What type of newsletters and emails does your company need?

7. CONTENT

We will never tire of saying that content is king. With adequate, updated, necessary, different information that offers satisfactory experiences to our users, we will ensure that they continue to visit our website. But in relation to the specificity and identity of your company, what type of content, and managed in what way should help meet the objectives that were set at the beginning of the strategy?

A good one content strategy consists of creating information of interest and relevant to the user, being original, that the content is in line with the company and the value proposition.

8. SEO

On more than one occasion we have been able to see how many companies don't appear first when we search for them on Google, or they don't even appear in the search engine. When this happens, the company should consider invest more resources in SEO. Here, too, it is essential to know how organic positioning helps to meet the company's objectives. For some cases, SEO will be more important than in others.

9. SOCIAL MEDIA

This is one of the points that generates the greatest debate among Marketinians. As we already know, the Social Media is one of the most used ways to publicize companies and their products or services. It should be noted that consumers also use these channels to express their opinions and talk with brands.

Brands should also use social media as a channel for active listening and customer service. If we offer a good experience, we can differentiate ourselves, a lot, from the competition.

According to the 2017 IAB Spain Annual Social Media Study, 25% of users consider that brands with a social media profile generate greater trust (down 8% compared to 2016).

10. SEM AND SOCIAL ADS

We can't understand a Digital Marketing strategy without a paid campaign. Increasingly, social networks are reducing the reach of brands' publications by trying to get us to use their paid services.

In today's landscape, visibility is key. For this reason, in order to stand out from the rest of the competition, it is necessary to make an investment in Google Ads and social ads.

11. VIDEO

At the time, we also commented that the video would be a trend to highlight for this year. There are several statistics that confirm this, for example:

— According to “Forrester Research, the chance of appearing on Google's number one page increases 53 times with a video.
— 64% of website visitors buy a product after watching a video
— 96% of consumers click after watching a video.

12. DATA ANALYTICS

One of the keys to succeeding with our digital strategy is to monitor and analyze our actions at all times. Knowing what's working and what's not allows us to change and optimize our actions in real time.

13. MOBILE MARKETING

Needless to say, mobile phones are becoming more important every day: almost everyone has a mobile device. We must know the best solutions and what makes one different mobile strategy. Here, differentiation will be key, because according to a study by the Telefónica Foundation, it states that 88.3% of users access the Internet via mobile, 5.9 points higher than in 2014.

Obviously, the implementation of a digital strategy requires time and a series of considerable resources, and having seen all the factors that come into play, we can see that the key points to achieving success with our digital strategy will be the planning and analysis we do to achieve our objectives.

We cannot forget that the digital age is forcing companies to “play by their rules”, and that is why there is a need to be on the Internet and try to stand out from the rest, although it is often not easy.

If after reading this post you ask yourself any of these questions, do not hesitate to write to us so that we can help you in creating the Digital Strategy of your company:

• How can I create the best Digital Marketing strategy to achieve my objectives?
• How do I choose the tools to get the information I need?
• What do I need to start creating my Digital Marketing strategy?
• How can I sort the information collected?
• Do I need to invest more in Google Ads or Facebook Ads?
• Do I need to create specific landing pages for my ads?
• How to do a benchmark study or digital competitors?
• Why isn't my digital strategy working?
• Who is my target audience? How can I get to it?

How can we help you?

If you need more information, do not hesitate to contact get in touch with us.