How to Develop a Digital Marketing Strategy, Part 1

How to develop a digital marketing strategy

A digital marketing strategy is a written plan that details how a company or non-profit will reach and convert customers or donors online. It includes fundamentals such as your target audience, value proposition, and brand voice. This differs from an overall marketing strategy, which goes beyond your digital channels. It is important to address specific things you can do to increase your online presence. The following points below will help you get started.

What is a brand identity?

A component of your digital marketing strategy is the creation of a brand identity. Your brand identity should have a clear focus on your target audience and target market. Be very specific when identifying your target audience. Think about location, gender, age, income, job titles, home ownership, working vs. stay-at-home mom, and any other specific attributes that will help you build a buyer/client persona. Need help? Check out this article from Hubspot on “How to Create Detailed Buyer Personas for Your Business”. Also, take a look at their Make My Persona Tool.

How to make your website easy to find.

Next, you’ll need to tackle your website. Have you created a great online experience? It needs to be frictionless. Meaning you must eliminate any barriers that make a discovery, researching features, and buying products challenging. Customer testimonials on your landing page and a live chat are other elements that can drive greater engagement.

Another critical factor to consider is SEO(Search Engine Optimization). For starters, if you own a local business incorporating listings like Google My Business and Yelp are key. Next, integrate other SEO tactics. Use relevant high-traffic keywords in your content, ensure your site is mobile-friendly, and maximize your page load speed.

One study from Akamai Technologies found that a 1-second delay in website load time means a 7% reduction in conversions. Load times that are greater than three seconds lead to website abandonment. Try Google PageSpeed Insights to test your Website load speed and read this article from QuickSprout, which cites ”13 Ways to Speed Up Your Website”. 

Come back next week to learn more about social media, content marketing, and email marketing.

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