Digital Marketing Strategy – 7 Step Guide

Some useful advice from Eliza Medley.

1. Know Your Core Values And Passions as an Organization

2. Create And Modify Your Customer Personas

4. Set Goals And Then Break Them Down

Now you will want to set your goals for the year. The best way to do this is to establish larger goals that you hope to accomplish by year end. Then, break these down into quarterly and monthly deliverables you can use to ensure that you are on track.

Let’s say that your overall goal is to increase social media engagement by ⅓. The first thing you will want to do is define what exactly you mean by social media engagement. If you don’t do this, you cannot measure your progress.

Let’s say that you define the following as acts of engagement:

  • Subscribing to a blog or email list
  • Commenting on content
  • Sharing content
  • Following
  • Tagging others

You’ve decided to leave liking content off of your list because it’s too easy and doesn’t require much from the user to indicate they are interested in further engagement.

Assuming that each action carries equal weight, ie commenting on content is as valuable as sharing content, your next step is to establish a baseline. Basically, you will define where you are right now. The best way to do this is by looking at existing data.

Let’s say your analytics show that you receive on average 100 new social media followers each month. To increase that by a third, you’ll want to earn 33 more new followers each month. Of course, as you look at your analytics, you’ll want to examine possible trends. For example, did you truly receive 100 new followers each month? Or, did you receive several hundred new followers during special events or high demand seasons, and sparser numbers throughout the rest of the year?

What if data isn’t available for you? If you are too new to have enough useful data, or simply have not been collecting it, you’ll need to start in order to create your baselines. This means finding a tool to collect, store, and analyze data.

5. Decide Which Tools And Technologies You Will Use in The New Year

  • Conducting A/B Testing
  • Creating Interactive Content
  • Getting Feedback From Customers
  • Improving SEO
  • Researching Topics For Blog Posts
  • Tracking And Moderating Comments
  • Creating Visual Content
  • Publishing And Promoting Content
  • Keyword Research
  • Managing Communications
  • Pitching to The Media

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