- April 30, 2022
- 5 minute read
A digital marketing strategy is the plan that will lead you to achieve specific goals through carefully selected marketing channels – whether your own, paid for or earned – see POEM framework. Running a digital marketing campaign without a strategy is a lot like a sailor with no direction, as Seneca suggests – with the possibility of getting lost on the voyage, resulting in frustration and an unnecessarily long path to get where you want.
When planning a trip, you start by planning an itinerary to ensure you make the most of your time and budget. The same goes for digital marketing – a marketing plan is necessary to increase the effectiveness and efficiency in using your resources.
The name KPI comes from the acronym for Key Performance Indicator.
KPIs originate from Management, and it is through the analysis of these indicators that the fulfilment of objectives can be verified. In Digital Marketing, KPIs are responsible for keeping the focus on goals. This way, budgets are better planned, and expectations of results are more realistic. Through the data obtained with the KPIs, it is possible to identify flaws in the campaigns, redefine the metrics to be used and make decisions about maintaining or increasing investment.
Knowing the target audience, demographics, and psychographics of new and existing customers and implementing the creation of Personas are other essential steps – unlike the concept of target audience, which is a very comprehensive idea of who the consumer is, a persona is a fictitious representation of the ideal customer – based on real data, which accurately traces their behaviour, demographic characteristics, goals, motivations, and challenges.
There are several steps a potential buyer must go through to get to the point of purchase and, ideally, become a long-term customer. The stages can vary, but they usually start with brand awareness and education, then move on to the consideration phase, and finally end with a sales decision and conversion.
There is so much talk about content – but here, we must also be strategic! It is not advisable to simply write any content or follow a “spray and pray” method at the risk of discrediting yourself and your business. It is necessary to be strategic about what to write, which keywords you will conquer and to have an SEO strategy and continuous optimization of your content.
