Build your digital marketing strategy
+ Digital marketing strategy
Plan of using digital channels to achieve marketing goals.
+ Mission statement
A business’ purpose and how it differentiates itself from others in its industry.
+ SMART goals
Specific, measurable, attainable, relevant, time bound
+ unique selling point (USP)
An explanation of why a product or service is better than the competition.
Measurement and performance
Key Performance Indicator (KPI)
A measurement used to check how successful a business is in its effort to reach
a business or marketing goal.
SWOT analysis
An audit that identifies a company’s strengths, weaknesses, opportunities, and
threats.
Marketing tools
Search engine optimization (SEO)
The process of increasing the visibility of website pages on search engines to
attract more relevant traffic.
CRM -Customer relationship managment
Setting goals is the foundation of any effective marketing strategy.
Short-term goals
These are quick wins, typically set for the next few months. They provide
immediate feedback and help keep your business on track.
Long-Term Goals:
These focus on broader objectives, typically set for a year or more. Long-term
goals build toward sustained growth and development.
Soft goals
These qualitative goals focus on improving aspects like customer sentiment or
engagement. For instance, enhancing customer satisfaction based on post-
purchase surveys helps shape your brand image.
Hard goals
Quantitative goals involve specific, measurable outcomes such as increasing
sales by 25% in Q3 compared to the previous year. These goals drive measurable
business growth.
Brand perception goals
These focus on how your brand is viewed by customers. This could include
attributes like trust, reliability, and brand awareness. While often harder to
measure, brand perception goals are vital for long-term success.
Customer acquisition goals
These are centred around attracting new customers or driving conversions.
Acquisition goals are easier to measure, making them crucial for immediate
business growth.
SMART goals
Specific - Ensure your goals are clear and well-defined. For example, instead of
saying, ‘Increase website traffic,’ a more specific goal would be ‘Increase website
traffic by 15% in 3 months.’
Measurable - Make sure your goals are measurable so you can track progress
effectively. The goal ‘Increase website traffic by 15% in 3 months’ is measurable
because you can track whether or not you have reached your target.
Attainable/ achievable - Set realistic goals based on data or trends, using
historical performance data to ensure they are achievable.
Relevant - Your goal should align with broader business objectives. For example,
only focus on increasing website traffic if it supports your overall business growth
strategy.
Time bound - Set a clear deadline for achieving your goal, like a 3-month time
frame.
Measuring progress
Key performance indicators (KPIs) are specific, measurable metrics that help
track your progress toward meeting your goals. They provide a clear way to
monitor success and help you make informed adjustments along the way.
KPIs help you see how well you're advancing toward your goals. For example,
tracking weekly website traffic or conversion rates can show whether you're
making steady progress.
KPIs highlight both strengths and weaknesses, showing where you're excelling
and where you need to make changes to improve performance.
3. The importance of strategy
What is a digital marketing strategy?
A digital marketing strategy is a structured plan that outlines how a business will
use digital channels to achieve its marketing goals. It serves as a roadmap,
helping you make informed decisions, engage with the right audience, and track
progress toward your objectives.
How strategy is beneficial
Enhanced clarity
A structured strategy gets your ideas out of your head and into a focused plan,
helping you appreciate the big picture and prioritise what matters most.
Goal alignment
With a clear strategy, you can align specific actions to your goals – just like
setting a fitness goal requires tailored actions (e.g., stretching for flexibility) –
this ensures each step you take moves you closer to success.
Informed decision-making
Knowing your goals makes it easier to prioritise. When facing choices, ask: ‘Does
this decision help me reach my objectives?’ This focus helps guide your decisions
in the right direction.
