Need help creating a digital marketing strategy that will actually move the needle for your company or organization? Start with these seven steps from our marketing experts to align your needs and set a plan of action for the months ahead.
1. Create a Report on Last Year's Efforts
The first thing you should do is report on the hits and misses of the past year's digital marketing strategy. By creating a report you will get a better grasp on what you did over the past year, which tactics paid off, and which ones you could go without. Round up all of your digital marketing channels and the top statistics from each. Present this report to a team of stakeholders to get outside input and keep this report handy as you move forward.
2. Conduct Research
Your next step is to conduct some research to see what's new in the world of digital marketing. By doing away with outdated or tired tactics, you can make room for new opportunities in your strategy. For example, social media is constantly changing. See how you can add in a new platform, take advantage of paid social advertising, or even set up a contest or giveaway. Conducting thorough research will help you make informed decisions as you develop your new marketing strategy.
3. Identify Your Channels
Once your background research and reporting is complete, you can safely choose the marketing channels that make the most sense for your brand. Remember that digital marketing is not set in stone. Make a plan for where you want to start the year, but know that it isn’t where you necessarily need to end. Decide which social platforms you will be on and how you can incorporate other channels into your strategies like email marketing, blogging, and Google AdWords.
4. Set Your Goals
Each channel that you are on should have specific goals. The only way to truly measure your successes at the end of the year is by identifying attainable goals at the beginning. Determine which metrics are most important to you. Some people count likes and engagement rates while others focus on conversions. Record these goals and determine how they will be measured before kicking off your strategy.
5. Approve Your Budget
Allocating your budget is an important step to creating your overall strategy. A budget allows you to advertise on social media, spend time on AdWords, and send email blasts. Get your budget approved as soon as possible and begin identifying where it will be spent. If your budget allows for it, this may be the time to hire another team member or a seasonal intern!
6. Develop a Calendar
A master editorial calendar will help you stay on top of your multiple marketing channels and manage larger campaigns. We recommend utilizing an Excel workbook or Google Sheets to manage all of your channels and their details. Outline quarterly goals and tactics in addition to marking any holidays or company events. This master calendar will help you to avoid writer’s block and stay on top of all of the moving parts.
7. Assign Roles
If you have more than one person on your digital marketing team, your last step is assigning roles. Knowing at the beginning of the year who will take on which tasks will ensure that everything gets done. If you are a one-person team, revisit your channels to ensure that your strategy is manageable. Remember that having your co-workers guest blog is always a great option!
Once you complete these seven steps, you will be ready to dive into your new strategy! If you need help managing your digital marketing strategy, give us a call! We're here and ready to help.
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