Digital marketing is a moving target. Every week it feels like there’s a new social network you need to know, a new ad platform you need to master, or a Google algorithm change forcing you to adjust your content. With this constant change comes a constant pressure to “keep up,” but effective digital marketing comes from being prepared and proactive, not from jumping on every tech trend that comes across your news feed.
So how can you build an effective digital marketing strategy? There is no “one-size-fits-all” solution to digital marketing, so you need to consider several variables carefully.
The first step to building any digital marketing strategy is taking a step back and understanding the “why” behind your efforts. Too often, marketers make the mistake of building a strategy around a platform or tactic without considering what they’re trying to accomplish. On the other hand, the most successful digital marketers focus on business objectives first and foremost and then work backwards from there.
Once you understand what business objectives you’re trying to accomplish, it’s time to take a look at the more tactical side. What do you need to do in order to accomplish these business objectives? Don’t limit your scope just to the marketing department, either. If you need to find a new CMS for your website, don’t be afraid to include your IT Director in your strategy. If you need a new CRM integration or funnel management procedures, make sure to let your sales managers know. Your strategy can only be as effective as your colleagues let it be.
A great digital marketing strategy should include all of the following:
If you want a cheat sheet, download our digital marketing strategy template for the best place to start.
Once you have an effective strategy laid out, it’s all about presentation. Every organization is different, so everyone is looking for a slightly different format, but a good rule of thumb is to always create the following:
This provides you with three highly functional documents built for any kind of communicator you run across.
Whether you need help crafting the perfect digital marketing strategy, you want to double-check your work, or you just want a shortcut, our digital marketing strategy template could be a great tool for you. You can download our free template by simply filling out the form below.
Get your FREE digital marketing strategy template!