If you want your marketing to be great you must optimize, socialize and integrate. A thought-full, smartly executed digital marketing strategy can make a fortune for your business.
Since you are starting up I will recommend you to start with SOSTAC marketing Model.
SOSTAC(r) is a marketing model developed by PR Smith in the 1990s . It is an acronym for Smith's six fundamental facets of marketing: situation, objectives, strategy, tactics, action and control.
S = situation, your current business situation
O = objectives, what do you want to achieve
S = strategy, how are you planning to get there
T = tactics, what are your tools and techniques to get there
A = actions, who will do what and when
C = control, measurement, reporting, and improvisation
Usually, a good digital marketing strategy has a combination of platforms where your customers are present. Your strategy is a means for you to help you reach, convince and help your buyer in decision making.
Digital Marketing 2021 trends reflect these things as popular elements of digital marketing, you can tailor this as per your need:
- Content marketing
- SEM and SEO
- Email Marketing
- Social Media Marketing
- Mobile Marketing
Situation Analysis: Find out where do you stand right now, what are your strengths, where are you lacking, are you good at SEO but do not have email subscriber leads, are you tapping on expensive mediums but missing on low hanging, high ROI, in the expensive mediums? Take a look inside your system.
Who is your audience, their demographic information?
Objectives: What is your business goal, where do you want to be?
It is always good to know the destination- if the objective is not just to wander around. Setting a goal sets a destination, in a given time period. These goals can be further divided into objectives and can be measured to find out if we are moving in the right direction.
For example, your goal can be to increase customer base by 100% in 1 year.
In order to attain that, your objective can be:
Increase overall lead flow by 50%
Improve the quality of leads by 50%
Strategy: Implementing goals
Now you have goals and objectives in place, you need to lay the path, in order to achieve the set targets.
Again, getting back to the example, answer questions like, how will I increase my lead flow by 50%?
The strategy could be:
Tapping new geographical locations, to reach the new audience.
Tapping new platforms to reach untouched audience, for example, you marketed on Facebook and twitter, now you can include LinkedIn as well
Increase conversion % from 10% to 15%, which is a 50% improvement, you need to improve your lead quality maybe you can do this by:
- Improving content
- Increasing no of questions on query forms
- nurture leads better
- Recheck your conversion funnel and identify at what stage the audience is dropping off
Tactics: Implementing Strategy
If your strategy is a recipe, then your tactics are the measurement of each and every ingredient. It tells exactly how to proceed.
Here we will talk about things like What all geographies we will target and by when?
How much and when will you spend on the new platform?
What exact question will you ask your audience to qualify leads?
What new content you will include?
On this step, you shall be able to materialize your planning done in previous steps.
Actions: Who will do what
Everything is done, in this step, you will find the stakeholders and assign them their responsibilities.
You can discuss success measurement criteria and targets, tell them key performance indicators.
Control: Keep a track of your key performance indicators.
Digital marketing is performance marketing where you can find out a penny spent and a penny earned, you need to keep a track of reports and optimize it to get maximum returns.
In order to measure, monitor and control you need to use appropriate platforms and tools for reporting.
For example, if you are planning to increase the number of leads through email, then you need to measure lead% you can just let the lead number grow but the lead % go down.
That’s how you can kick off a plan.