Understanding Digital Marketing: The Basic Framework
Oh deary, if I'd gotten a dollar every time someone asked me, "Serena, how on earth do you build a robust digital marketing plan?", I'd be spending my days sipping piña coladas in Bora Bora. But since all those piña coladas haven't magically landed in my lap yet, let's get into the thick of it.
We've all witnessed the marvel of our era - the Digital Revolution. It has grounded traditional marketing and invited digital marketing to the high table. If you're running a business today without a digital marketing plan, you're akin to a fish out of water, gasping, flopping about - not pretty.
The big question then is - how does one create a sturdy digital marketing plan? Fear not, for I'm here to simplify this seemingly daunting task. Now, let me walk you through the basics, each step fine-tuned from years of my personal experience in the field, punctuated with stories of my own misses and hits, and peppered with nuggets of helpful tips. Bear in mind, it's never a one-size-fits-all. So, ready, set, let's dive in!
Identifying Your Business Goals
First things first. What are your business goals? And no, "making money" is not a decent answer. It's like saying my goal is to breathe. Well, of course, you've got to breathe to live! Your business goal should be something concrete, actionable, measurable. It can be something like increasing visitor engagement, boosting conversion rates, or enhancing brand awareness.
I remember back when I was just kick-starting my very first blog, all I wanted was to make hay while the sun shines. Guess what? Not only did I fail miserably, it was also a lesson learned the hard way. So, the first step I took towards resurrecting my blog was setting goals that were specific, measurable, achievable, realistic, and timely. The fancy marketers call this SMART. And believe me, it's smart indeed.
Understanding Your Target Audience
If your business goals are the what, your target audience is the who. It's essential to figure out the people you want to reach. Are they the Golden Girls, the Millennials, the Gen Zs, or the rugrats who know how to use an iPad before they learn to say 'apple'?
Getting to know your target audience is like dating. You need to know their likes, dislikes, where they hang out, what they do in their free time, and what makes them tick. You might be wondering, "Serena, is this like stalking?" Well, in the world of digital marketing, yes! But let's call it research, it sounds more professional.
Choosing the Right Digital Marketing Channels
Now, for the 'how' part of our marketing plan. Once you identify your target audience - it's imperative to hit them where they live! No, I'm not asking you to have a face-off with them, it's all about selecting the right digital channels where most of your audience resides.
From social media to emails, search engines to influencer collaborations - there’s a smorgasbord of channels out there to disseminate your message. When I first started blogging, I did everything (or so I thought) right, but I hardly gained any traction. It was then that a digital marketing guru told me, "Serena, it's not about what works, it's about what works for your specific target audience." Pearls of wisdom, I tell ya!
Creating Engaging Content
Let’s move on to the 'what'. What content would pique the interest of your target audience? Here's where the magic begins to happen. Content is truly the king! Be it blog posts, videos, webinars, podcasts, eBooks, infographics, or social media updates - you need to create content that tells a story, and never a sales pitch.
I remember when I first experimented with video content as a part of my blog. Not something you'd expect from an introverted writer, right? But it turned out that my audience loved seeing me goof up on camera as much as they liked reading my carefully drafted words.
Measuring and Analyzing Your Success
Finally, the part that makes my geeky heart sing - the numbers! Nothing beats the feeling of seeing the fruit of your labor. It’s the results that matter, isn't it? At the end of the day, you need to measure the performance of your marketing efforts. Use tools like Google Analytics, Social Mention or Moz and assess what's working and what isn't. Tweak your strategy based on insights drawn from these analytics. Remember, adaptability is the name of the game.
The game isn't over till you learn from your mistakes. I've ridden the high wave, crashed, learnt and grew. I've had blog posts that soared and others that utterly flopped. The analytics allowed me to figure out just what my readers wanted. More often than not, the answer was simple - 'Authenticity'. So, I learned to stay true to myself and put out content that spoke my tone, my story, my voice.
There you have it! These are the must-haves for crafting a successful digital marketing plan. Of course, there's more to this, and this is just the basic skeleton. The good news is, you can decorate this framework with your unique flair and see it grow. So, what are you waiting for? Go out, conquer that digital space, one SMART goal at a time. As our good old friend Winston Churchill once said - "Success is not final, failure is not fatal. It is the courage to continue that counts." Here's wishing you all the courage and success in your digital marketing ventures.