As more consumers move to the Internet to get information about products -- and even make purchases -- it is becoming vital that every business have a digital marketing strategy. No matter the size of your company or the industry in which you operate, you can benefit from a digital marketing plan. If you want your digital marketing strategy to be effective, you will need to plan and execute it well; simply putting up a website and expecting people to find it is no longer sufficient in today's market.
Determine who your target customers are. Perform market research if you don't currently have an idea of who your potential customers are. Narrow this down to one hypothetical individual that you believe represents your average customer. Focus your message and create it to speak directly to this hypothetical individual; this will help you target the segment of the market most likely to purchase your products.
Research your competitors' digital marketing strategies. Pay attention to the digital channels that your competitors are using. Perform searches as though you were a potential customer and see what information you are able to most easily find. If you already have a web presence, see if it is easier to find information about your company or one of your competitors; if it is a competitor, pay attention to what they are doing differently that seems to be working.
Choose the digital channels that you want to include in your digital marketing strategy. Consider all forms of digital marketing. Remember that your options are almost limitless; for example, some of the options you could choose include websites, blogs, social media, banner advertising, video advertising and viral marketing. Determine which of these digital marketing channels will provide value to your company, and focus your effort on the types of digital marketing that will provide the best return on your investment.
Decide what criteria you will use to evaluate your digital marketing strategy. Ensure that you use tangible and measurable criteria to determine success. Reevaluate your digital marketing strategy at regular intervals to determine what is effective for your business and what is not effective. Change your digital marketing strategy appropriately when necessary.