Where do you start if you want to develop a digital marketing strategy? It’s still a common challenge since many businesses know how vital digital and mobile channels are today for acquiring and retaining customers. Yet they don’t have an integrated plan to grow and engage their audiences effectively. If your business doesn’t have a plan you will suffer from the ten problems I highlight later in this article and you will lose out to competitors who are more digitally savvy.
In my experience, a common challenge is where to start drawing up your digital marketing plan. I think there is a fear that a massive report is required, but we believe that lean planning works best. Your plan doesn’t need to be a huge report, a strategy can best be summarized in two or three sides of A4 in a table linking digital marketing strategies to SMART objectives within our RACE planning framework.
I find that companies without a digital strategy (and many that do) don’t have a clear strategic goal for what they want to achieve online in terms of gaining new customers or building deeper relationships with existing ones. And if you don’t have goals with SMART digital marketing objectives you likely don’t put enough resources to reach the goals and you don’t evaluate through analytics whether you’re achieving those goals.
۲٫You won’t know your online audience or market share
Customer demand for online services may be underestimated if you haven”t researched this. Perhaps, more importantly, you won’t understand your online marketplace: the dynamics will be different from traditional channels with different types of customer profile and behavior, competitors, propositions, and options for marketing communications. There are great tools available from the main digital platforms where we can find out the level of customer demand, we recommend doing a search gap analysis using Google’s Keyword planner to see how you are tapping into the intent of searchers to attract them to your site, or see how many people interested in products or services or sector you could reach through Facebook IQ.
۳٫Existing and start-up competitors will gain market share
If you’re not devoting enough resources to digital marketing or you’re using an ad-hoc approach with no clearly defined strategies, then your competitors will eat your digital lunch!
۴٫You don’t have a powerful online value proposition
A clearly defined online customer value proposition tailored to your different target customer personas will help you differentiate your online service encouraging existing and new customers to engage initially and stay loyal. Developing a competitive content marketing strategy is key to this for many organizations since the content is what engages your audiences through different channels like search, social, email marketing, and on your blog.
۵٫You don’t know your online customers well enough
It’s often said that digital is the “most measurable medium ever”. But Google Analytics and similar will only tell you volumes of visits, not the sentiment of visitors, what they think. You need to use other forms of website user feedback tools to identify your weak points and then address them.
۶٫Digital doesn’t have enough people/budget given its importance
Insufficient resources will be devoted to both planning and executing e-marketing and there is likely to be a lack of specific specialist e-marketing skills which will make it difficult to respond to competitive threats effectively.
۷٫You’re not agile enough to catch up or stay ahead
If you look at the top online brands like Amazon, Dell, Google, Tesco, Zappos, they’re all dynamic – trialing new approaches to gain or keep their online audiences.
۸٫You’re not optimizing
Every company with a website will have analytics, but many senior managers don’t ensure that their teams make or have the time to review and act on them. Once a strategy enables you to get the basics right, then you can progress to the continuous improvement of the key aspects like search marketing, site user experience, email, and social media marketing.
So, the good news is that there are powerful reasons for creating a digital strategy and transforming your marketing which you can use to persuade your colleagues and clients