7 Steps Framework for Creating an Effective Digital Marketing Strategy For Your Business in 2021

7 Steps Framework for Creating an Effective Digital Marketing Strategy For Your Business in 2021

Gone are the days when people would actively search for products or services in the market. These days, they get everything with a single click, from clothes to food, from groceries to furniture. Simply,  due to the most powerful tool of the century. i.e. Internet. Now is the time to create a digital marketing strategy to increase brand awareness, grow profits, and get exposure in bigger markets.

The key to a great marketing campaign is to strike a healthy balance between traditional marketing and digital marketing. 

So, What is Digital Marketing?

To put it into simple words, marketing is all about connecting & engaging with your potential customers to create demand for your product. And Digital means doing that with the help of the internet using various channels such as search engines, social media, email marketing, content marketing which comprises videos, images, infographics, blogs, and online advertising such as pay per click and Facebook and Instagram ads.

Why Do You Need a Digital Marketing Strategy?

During the Pandemic, the world learned to live digitally. Consequently, the consumers have made a shift towards their purchasing attitude. The marketers have leveraged this opportunity and increased their digital presence over all the channels. According to research conducted by wordstream,72% of consumers who search for local businesses end up visiting stores within five miles. Regardless if you are a small grocery shop owner or a multinational company head, digital presence works like a charm for your business. On this account, you need a digital marketing strategy.

7 Step Framework for Creating an Effective Digital Marketing Strategy For Your Business

Now let’s dig in and talk about steps to construct a result-oriented digital marketing strategy that gives you a clear idea of how to achieve your business goals.

  1. Define your Business Objectives

Defining business goals will save a lot of time and effort at a later stage of this cycle. Any business model starts with the main goal. As the business continues to grow, you need to identify clear and measurable sub-goals; that help you achieve your main goal. For example, your main goal could be revenue generation. Your sub-goals could be-Increased Brand reach, increased traffic on the website, query generation from customers, and lead generation.

Once you set the sub-goals, keep in mind to align these goals with a clear timeframe and specific numbers to measure the result. Simply list down the indicators. Reaching 1000 followers on Instagram within 6 months is an indicator for a subgoal-increased brand reach.

Once you identify the indicators for all your sub-goals, you can move ahead to the next step.

  1. Determine your Target Audience

Target audience refers to the group of people who are likely to buy your products and services. If you sell school uniforms, students are your target audience. Once you define who your TA is, it's time to segment them in order to identify their behavior and pinpoint the channel they use. You can segment them into age, gender, location, income, etc. Further identify them based on psychographic factors such as behavior, spending habits, hobbies, and lifestyle patterns. Now when you have a clear idea that your target audience is women aged between 25 to 40, earning a stable income, and having a hobby of gardening, you know which marketing channel to advertise in

  1. Create a Niche

The idea that your business is for everyone is not going to benefit you contrary to what you believe, you have a greater chance of getting noticed by a smaller set of audience. For example when you sell vegan purses for women. You create a specific category in a market. Let’s say 20% of women prefer vegan purses but the market doesn’t serve the product of their need. Here, your brand comes to the rescue by serving their unique need. In return, your business might be rewarded with a loyal customer base, reduced competition, and word-of-mouth publicity. You are likely to capture their interest in your brand. There are higher chances of retaining your customer base when you serve the gap in an untapped market.

  1. Competition Analysis

In order to achieve great heights at what you do, you need to know who you are competing with. Identify the gaps within the market that are not being served or are being left out by your competition. Explore their product range, target region, marketing channels, promotion strategy. find out the missing links and try to cater to the unserved gaps. Let's say you find out that your target demographic is active on Facebook, but none of your competitors is running a successful Facebook campaign. You can capture the market with an efficient Facebook marketing strategy. It is also important to research indirect competitors as well, who can replace your product or services. Like tea and coffee, Both of these are substitutes for each other. An emerging coffee brand can be competed by an already established tea brand. It is a classic example of how indirect competition looks like. Competitive analysis will give you the edge to help you perform better.

  1. Choose your Digital Marketing Channel

Based on what you found out about your target audience and competition. choose the right channels from SEO(Search Engine Optimization), Social media marketing, email marketing, content marketing, social media advertising, and PPC(pay per click). Let’s say your goal is to drive traffic, you should either run a PPC campaign or create SEO strategies. Focus on applying relevant content marketing strategies like blog writing or email marketing. The key to success is, achieving the right balance. By choosing channels that suit your audience and business needs

  1. Build Content Strategy

Before planning your content strategy, ask yourself a few questions for example,

  • Who is reading your content?

  • Does your content solve the problems of your reader or potential client?

  • Is your content engaging enough?

  • Which channels does your audience use more?

  • For example, if your target audience prefers long video content or audio format like podcasts, or do they read a lot? then you can publish articles. Try to make content that is visually diversified add images or GIFs or a short video tutorial in your article. Make your audience stay connected with you. 

    Make a content calendar for a definite period that will ease your task and let you know the list of tasks to be accomplished in advance.

  1. Measure your Performance

Performance Measurement has become easier with digital marketing tools like Google Analytics. With Google Analytics you can track website performance and collect visitors data such as session time, number of sessions, bounce rate. You can set a goal and you will get notified every time someone places the order or visits the thank you page or whatever goal you had set. You can find out if your content strategy is working out or not with the help of performance measurement tools.

Final words

Whether your company is an established eCommerce brand or a small startup, you need to have a digital marketing strategy. However, it takes time, effort, and coordination. But keep in mind, it’s worth the hard work.  So, choose an effective digital marketing company to achieve greater marketing results for the business.

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