Main talking points include:

 

What is a marketing strategy?

"A marketing strategy refers to a business' overall game plan for reaching prospective consumers and turning them into customers of the products or services the business provides.” – Investopedia

Typically, a marketing plan consists of these seven broad areas"

• Business Goals and Financial Targets
• Target Audiences (Buyer Personas)
• Competitor Research
• Value Propositions and back story (Your “Why”)
• Marketing Channels
• Tactical Plan – also known as a marketing plan. This is where your DIGITAL MARKETING strategy fits in
• Measurement / Success Metrics – your Key Performance Indicators (or KPIs).

 

What Is a DIGITAL marketing strategy?

(Aka Data-Driven Marketing)

Really, it would make more sense to call it a Digital Marketing Plan as to not confuse the terminology – it is a tactical and considered process that focuses your digital and online marketing through THREE phases:

• Traffic generation – how are you going to get the right people to look are you stuff?
• Conversion to customers – how do you get those people to buy your stuff?
• Improving customer experience – turning one time customers into multiple purchasers and brand advocates

Mapping these elements out as a funnel map (using something like Funnelytics) can really help your thinking…

Typically, a Digital Marketing Plan / Strategy includes the following themes:

• A strategic plan for your website
• Structure
• Levels of Conversion
• Customer retention
• Customer service
• SEO
• Keyword research and mapping
• Competitor research and tracking
• Technical (on-page) SEO
• Content Guidelines
• Inbox (off-page) SEO
• Content Marketing
• Content plan for various phases of the Digital Marketing Plan
• Evergreen content vs seasonal content
• Types of content
• Copy
• Video
• Audio
• Imagery
• etc…
• Email Marketing
• Details of platform and opt-in processes
• General news
• Lead generation
• Lead nurturing
• Service communications
• Social Media
• Channels
• Types of content
• Themes / Purposes per challenge
• Pay Per Click
• Channels
• Budgets
• Retargeting
• Landing pages

 

According to Smart Insights, 45% of companies DO NOT have a Digital Marketing Strategy / Plan – is that you / your client? Without one, your efforts are haphazard and without direction…

 

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