HOW TO BUILD YOUR MARKETING STRATEGY

There are various types of digital marketing executions that assist in building a strong marketing strategy, these could be paid or organic marketing executions. We've rounded up 7 digital marketing types to build a successful strategy.


1. Search Engine Optimization (SEO)

To increase both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid/organic search engine results. To optimize search results there are various mechanisms to consider, namely keyword targeting, creating relevant content, site structure and navigation for better user experience, embedded analytics tools, and your digital footprint (presence across social media platforms). Knowing your audiences intent is one side of utilizing SEO to your advantage, delivering it in a way search engine crawlers can find and understand it is the other.


2. Pay-Per-Click (PPC)

A strategy that only costs your business money when a user clicks on your display ad, directly paying for visits to your site vs gaining organic visitors. Also referred to as cost-per-click (CPC) most predominantly offered by Google (search engine) and Facebook (social network). PPC is most effective for campaigns with a smaller budget, you can use PPC to target visitors at all stages of the buying funnel. The lower in the funnel the user engages the higher the conversion rate.


3. Social Media Marketing

Love to #hashtag? Good news!

To increase your brand reach hashtags are just one of the tracking mechanisms to better understand your consumer engagement. Create and share engaging content across relevant social media networks to achieve your marketing and branding goals. Social Media allows you to create a dynamic online presence and establish a dialogue with your desired target audience. The fundamental building blocks of social media include: identity, conversations, share-ability, presence, relationships, reputation and groups.


4. Content Marketing

Create and distribute valuable, reliable, relevant and consistent content to attract and retain your desired target audience to drive profitable customer action. Types of content marketing include: e-books, videos, articles, entertainment and webinars that speak to a specific content topic or question and provides information or insights customers cannot reach anywhere else. Content is applicable for B2B and B2C businesses. As part of the digital marketing trend, 75% users find brand affinity and authenticity with user generated content, which includes tagged posts across various social media channels, offline customer experience that allow users to review their experiences online closing the looping between online and offline content. Blogs, podcasts and video content are amongst the most popular content vehicles to engage consumers.


5. Email Marketing

Directly connect with your consumers using any one of the following email marketing types:

  1. Information Emails

  2. Digital Newsletter

  3. Product Update

  4. Transactional Email

Depending on the email marketing format you have used, results could include increasing sales, improved brand loyalty, or deliverance of important brand information. You'll see the greatest ROI (return on investment) when you build and maintain an engaged subscriber list.



6. Mobile Marketing

Aimed at engaging your desired target audience on their tablets, smartphones and/pr other mobile devices via email, SMS, websites, or social media and apps. The most distinct mobile marketing types include: mobile games, mobile apps, mobile push notifications, sms marketing and more sophisticated QR code marketing. As smartphone users have increase exponentially over the last 5 years, it is no wonder SMS marketing ads have a '98% open rate with a 45% conversion rate' (stats: postfunnel.com), which makes for an impressively rapid engagement strategy. Does your digital marketing strategy include mobile marketing? If not, here's why it should: 79% of people worldwide have their mobile phones in-hand or next to them at all times.


7. Marketing Analytics

Identifying patterns between factors such as consumer behavior, creative preferences, how a campaign contributed to customer conversions, regional preferences and more. Understanding your marketing analytics will the ROI on marketing campaigns, identify opportunities for improvements or optimizations of marketing campaigns. Marketing analytics will also give you a competitive advantage and a qualified understanding of your consumer interests. Some top marketing analytics techniques include:

  1. Customer lifetime value

  2. Marketing attribution

  3. Conversion prediction

  4. Forecasting


#digitalmarketing #marketingtools #marketingstrategy #marketknowledge #brandknowledge #brandperformance