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EFFECTIVE DIGITAL MARKETING STRATEGIC GUIDE ON DIGITAL MARKETING 10 th October, 2022 @NAF Business Conference TABLE OF CONTENT • Introduction • What is Digital Marketing Strategy? • Creating your digital marketing strategy focused on your goals • How to start a digital marketing campaign? • Some examples of digital marketing. • SMART objectives from your digital marketing strategy • How to create a digital marketing strategy? • Define your research on digital marketing opportunities • How can you make your client see the potential of a digital marketing strategy? • Summary INTRODUCTION • How to start a digital marketing campaign? When we talk about a marketing strategy, we mean all those actions needed to achieve all your and your client’s online marketing goals. Of course, for many, it can be hard to create a solid strategy. However, we know you can do it. You just need to focus on what you want to achieve through your strategy to implement the right action plan. In general, all businesses have one main objective in common, and that is to increase their website’s leads. So, for you to present a good digital marketing strategy to your clients, you must first know a little more about it. WHAT IS DIGITAL MARKETING STRATEGY? • What is a digital marketing strategy? It consists of planning concrete actions which will then allow you to reach your objective. Of course, you must focus your strategy on the digital area. Besides, for it to be really effective, you must spread your content through your website. Social media, blogs, and emails are just some tools you can use to present an effective marketing strategy to your clients. Always keep track of the newest changes in the digital world as it’s always changing. After all, this will shape the evolution of your business and its success or failure. Digital marketing has many tools that you must use to promote your company. Content marketing, SEO and analytics are just some you just can leave out from your ideal digital marketing strategy. CREATING YOUR DIGITAL MARKETING STRATEGY FOCUSED ON YOUR GOALS • Create your digital marketing strategy focused on your goals Before presenting a digital marketing strategy to your clients, you must know where to start. First, depending on your company’s size, you should focus on a target number. That is, the larger it is, the more objectives it should have. Creating a strategy is not something you achieve overnight, because of this, you must focus on it to achieve the best results. For this, here you’ll find some incredible tips to present an effective digital marketing strategy to your clients. On the other hand, another objective could be creating a strategy effective enough to position your company on the web. However, try to focus on creating a powerful digital marketing campaign. HOW TO START A DIGITAL MARKETING CAMPAIGN? • How to start a digital marketing campaign? Many people tend to confuse a digital marketing strategy with a marketing campaign. That’s why, before carrying out any of them, you must first know what sets them apart from each other. By doing this, you will be able to present a solid strategy to your clients. As you already know, a digital marketing strategy includes a set of actions you must follow to meet your business objectives. In contrast, a digital marketing campaign has the needed elements to create a good strategy. Added to this, you must take into account to achieve all of your objectives. Don’t forget nor mix up these concepts if you want to succeed. If you want to generate more leads for your website, you must show your clients a strategy where they can see your private content through a social platform. For example, through Twitter, you can create more leads within that channel. Because of this, you can add this campaign to make it part of your strategy to get more leads. Digital marketing campaigns can last for many years, however, this doesn’t ever make them a strategy. Rather, they will remain campaigns, and you can mix them to create a single strategy. SOME EXAMPLES OF DIGITAL MARKETING. PEPSI For a marketing campaign to attract attention, it must be extraordinary. And although there is no exact formula to do so, these 3 companies have done some of the best marketing campaigns. Look at them and learn from them to create ideas to boost your brand. Pepsi: The refresh Project Over many years, this company invested millions of dollars in advertising for the Super Bowl. However, they decided to stop doing this at one of the most important advertising events in the world. Instead, they invested a third of their budget for their marketing campaign. The result? Success. BURGER KING This mainstream marketing campaign became very successful once they launched it in 2009. Burger King used its Facebook account to invite its follower to sacrifice 10 Facebook friends for a free Whopper. However, Facebook stepped back from this campaign after only 10 days of its launch. The reason for this is that it violated the terms of user privacy. Nonetheless, 10 were more than enough to distribute 20,000 Whoppers and increase the brand’s visibility. MAX: ELF YOURSELF Launched in 2002, this digital marketing campaign looked very simple. However, it caught the attention of thousands of people from all around the world. That’s why it became a viral phenomenon, and even a Christmas tradition held year after year. As you can see, to carry out their digital marketing campaign, these companies knew their objectives. This way they were able to impact their client and make a mark in the market. SMART OBJECTIVES FROM YOUR DIGITAL MARKETING STRATEGY SMART is the acronym used to define the 5 objectives you can’t leave out of your digital marketing strategy for your clients. As a result, you should set these goals early in your marketing campaign to get only the best results. • Present a digital marketing strategy specific by setting your smart goals before you start your campaign, you can determine the time and manner you will use to achieve them. Next, we will show the elements you must always meet for the success of your strategy. SMART S - SPECIFIC • When it comes to carrying out a digital M-MEASURABLE • All your objectives must be measurable marketing strategy, you need to know Thanks to this, you will be able to see if exactly what you want to achieve. Beyond you’re really achieving them or on the increasing sales or the number of visits, you way to do so. must focus on other elements. As smart objectives, we can take into account the • Besides, if your strategy has some errors, type of customers your company needs and with this date you can correct them. the types of products you want to sell. Thinking about these points helps you focus on each goal in the right way. R- RELEVANT A- ATTAINABLE These may be objectives that at first may seem hard to achieve. However, taking risks is can be very positive for your business. Because of this, you must ensure that your objectives are achievable and in tune with your brand’s reality and purpose. • You must only propose objectives relevant to your company. This way you can measure them with positive results. • However, to be relevant, your objectives must be consistent with your digital marketing strategy. Only in this way will you ensure its T- TIMELY • For you to achieve your objectives, you must set a deadline to achieve them. For this, you can define a roadmap to avoid your objective from extending far longer than wanted. How to present a digital marketing strategy to your clients? Before this, you must first figure and set your company’s objectives. After this, you can learn how to create a digital marketing strategy. HOW TO CREATE A DIGITAL MARKETING STRATEGY? Before presenting your clients with a digital marketing strategy, first, you need to know how to create it. Develop the buyer persona To create a marketing strategy, you must know what type of people you are going to target. In fact, the reason behind the success of many marketing strategies is their focus on a buyer persona. That’s why you must create a profile to figure out who is your ideal client. • Define your research on digital marketing opportunities Present a digital marketing strategy - ResultsNow, do a lot of research to show your customers the benefits they can get from a digital marketing plan. For this, you can start by identifying the current strengths and weaknesses of your company’s website. Afterward, check if its functionality goes along with the challenges you noted before. Finally, search for a key to overcome potential challenges. In this case, you can opt for an enticing career page and a quote calculator on your website. 88% of people today research online before spending money. On the other hand, 75% of consumers never go beyond the second page. Because of this, you may want to audit your site’s technical search engine optimization factors. For This, let’s look at the factors you need to take into account. The URL should define a clear path so that visitors can identify exactly where they are on your website. Title tags for all pages must be unique and have a maximum of 65 characters. The media must contain alternative texts. Your website must pass Google’s speed test for both desktop and mobile devices. The meta description for all pages must also be unique and less than 160 characters. Your website must be mobile-friendly. All pages must include unique H1 headings at the top. Your client may want to see the value of your digital marketing ideas for themselves. So, try to explain how your competition is using this platform through a platform analysis. Then, and only then, will your client consider your plan. How can you make your client see the potential of a digital marketing strategy? First, use tools like MOZ to show your customer website traffic, rankings, links, and other statistics. Then you can show them a comparison between your company and your main competition. After this, show them the potential of a good digital marketing plan. For example, you can display the full picture of your site, including the location of visitors, the time they spend on your site, and other relevant data. In addition to this, you can also talk about your vision for the future. Convert your goals into money and propose your digital marketing strategy plan! SECURE A BACKUP TEST Your client will likely say something like “show me some evidence that your proposal is worth its investment”, right? If this happens, you must do all you can to help them grant the investment for a digital marketing strategy. For this, you should research some case studies of similar strategies or industries and try to highlight the trigger points. Also, include specific details like: 50% improvement of organic traffic on your website. Obtaining a larger job application through the new job board page. 115% increase in the entry from mobile devices to its website. A 50% increase in the generation of qualified leads for sales. A 35% increase in organic conversion increased. Sharing your research on what works for similar companies can help you demonstrate why a similar strategy can work well for your business. To get your point across, we recommend explaining every single detail. For example, how success will look and how the website and your strategy come together to achieve that success. SUMMARY Measure results Hopefully, this step-by-step guide will help to understand how to convince your customer to adopt a new digital marketing strategy. While it may be difficult to persuade your clients to invest in online marketing, it can be very easy as long as you put on a good presentation. And in this guide, you have got everything you need to know to do it. If you have little knowledge of digital marketing, consult a digital marketing agency. This way you will know how these strategies work. Besides, you can also ask them to help you create a digital marketing budget.