Example: Digital Marketing Strategy for a company selling digital products (online courses, ebooks, etc.)
Digital marketing strategy is unique and based on the specific needs and goals of a business, you can read below an example to help you understand how all marketing channels can work towards a common goal.
Step 1: Website – The first step is to create a website that is fast and mobile friendly. The website should have several landing pages (or sales pages) to present the company and its products.
Step 2: SEO – The next step is to perform an SEO Audit and identify which areas need to be optimized for SEO. Technical SEO should be tackled first, then On-Page SEO and last Off-Page SEO.
Step 3: Content Marketing – Based on the results of a thorough keyword research and findings of the SEO Audit, you should create a content marketing plan that will include:
- What kind of content to create for the website (text and videos)
- When to publish it (publishing calendar)
- How to promote it (can include social media channels, email and PPC campaigns).
Step 4: Social Media Marketing – Utilize all social media marketing campaigns to promote brand awareness and sales. Identify which social media channels are suitable for marketing your business (based on customer profiling) and create a schedule for publishing content on those networks.
At the same time, start creating lists of influences and other people that are most likely to be interest in your products or share your content on social media.
Step 5: Email Marketing – Start building an email list using several CTA areas on your website and social media channels.
Your initial goal is to get people to sign up for your newsletter or register to download free material or register for free trials.
Create several email marketing funnels to get ‘push’ your subscribers from the awareness stage to the conversion stage.
Step 6: Pay-Per-Click Advertising – In parallel to the above activities setup an Ad Words Campaign to target people searching for product related keywords on Google and re marketing campaigns on Facebook to go after users that visited your website but did not convert.
Step 7: Video Marketing – Part of step 3 above is to identify for which topics / keywords you can create video content. Publish your videos on a dedicated YouTube channel, on Facebook, Instagram and any other platforms you are targeting in your campaigns.
For each video create a blog post on your website and embed the video with text content.
Step 8: Mobile Marketing – Consider creating a mobile app which users can download from the App Stores that will include your latest news and ways for people to access your courses through your app.
Step 9: Measure and Analyze the results – Ensure that you have Google analytics installed and configured correctly and that you can accurately measure the effectiveness of the above campaigns.
Create an excel sheet and add for each campaign details about the cost, number of visits, number of conversions, people reached etc.
The above it’s just a summary of what your digital marketing strategy should include. If you are a small business with limited resources then it’s normal that you won’t be able to execute the whole plan from the very beginning.
What you should do is that is follow a step-by-step approach starting with your website, SEO and content marketing.
Once you manage to have these in place for a number of months, you will gradually experience an increase in traffic and revenue and then you can add the other tools to the mix.