01. Curious about how to create a digital marketing strategy?
- Define your brand: Outline or use your brand guidelines to define your brand and how it’ll come through in your online campaigns. Think about your unique selling points (USPs), brand voice, and value proposition.
- Build your buyer personas: Determine who your business wants to reach with custom buyer personas. Think about user demographics, as well as the motivations that drive people to choose your company, products, and services.
- Create your S.M.A.R.T. goals: Use specific, measurable, achievable, realistic, and timely goals (also known as S.M.A.R.T. goals) to guide your strategy. Think about your organization’s short- and long-term goals for growth.
- Choose your digital marketing strategies: Pick the best strategies for your business. Focus on the techniques that offer the most value for your business and industry, versus trendy strategies.
- Set your digital marketing budget: Research digital marketing pricing to build a realistic budget for your business. For reference, most businesses spend $2500 to $12,000 per month on online marketing.
- Brainstorm your strategy: Guide your strategy to success by planning your strategy. If you’re advertising, determine your ad spend. If you’re publishing content, build your content calendar.
- Launch your campaigns: Following your planning, launch your campaigns across channels. Ensure all your channels feature the appropriate tracking information. Your website, for example, should feature your Google Analytics tracking code
- Track your results: Monitor and measure the performance of your strategies by tracking their performance. Use tools like Google Analytics, Google Search Console, and Google Ads to keep a pulse on your strategies and their return on investment (ROI).
02. Search engine optimization (SEO)
SEO is the process of improving your website so that it ranks highly in search engine results for keywords and phrases related to your business. The more keywords you rank for — and the higher you rank — the more people will see and become familiar with your website and business.
03. What is SEO’s goal?
SEO aims to direct more traffic to your website from members of your target audience. These are consumers who are actively searching for the products and services you offer, as well as users searching for more top of the funnel content.
If you’re a landscaper, for example, you may use SEO to increase your ranking in search results for the keyword, “residential landscaping design,” and, “common lawn weeds.” While these keywords have different intents, one transactional and another informational, they target your audience.
Due to that targeting, you encourage traffic to your website from users that matter.