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10 steps for crafting a perfect digital marketing strategy

In today’s digital age, organizations are attempting to reach their target audience through various means such as social media, email marketing, and content creation. However, many times there is a lack of structure and direction in these efforts, leading to an unsustainable and disjointed approach.

This is where a digital marketing strategy comes into play. It acts as a roadmap, guiding the organization’s efforts and ensuring they align with the organization’s objectives.

We have devised a 10-step plan for creating an effective digital strategy that is not overly complicated and serves the needs of most organizations.

  • Determine Your Purpose:

The first step is to understand the core purpose of the organization. This involves going beyond the surface-level brand and delving into the meaning behind its existence. By using Simon Sinek’s golden circle methodology, organizations can identify the “why” behind their brand. Having a clear purpose makes it easier to craft an authentic brand story, messaging, and content.

  • Craft Your Brand Story:

With consumers being exposed to up to 20,000 brands daily, it is crucial for organizations to have a brand story that resonates with their audience. A brand story should articulate the promise made to the audience, identifying what they can expect from all experiences with the organization. A great example of a brand story is Apple’s “Think Different” slogan, which is a two-fold promise of creating products that see the world differently and inspiring customers to do the same.

  • Define Your Goals:

Goals must be specific, measurable, attainable, relevant, and time-bound (SMART). Identifying the top three goals will guide the digital strategy. For example, increasing online donations by 25%, getting 10,000 new signatures for an online petition, or engaging more members by adding to the email distribution list.

  • Create Audience Personas:

In order to create a story that resonates with the audience, organizations must first understand who their audience is. Creating 3-4 personas based on the types of people the organization attracts and wants to target can be done through one-on-one interviews and online surveys.

  • Map Out the Journey:

Once the target audience is clear, the next step is to create a journey map. This maps out the touchpoints between the organization and the audience, helping to understand their needs, pain points, and how to better engage with them.

  • Conduct a Competitor Analysis:

Understand who your competitors are and what they are doing in the digital space. Look at their strengths, weaknesses, and opportunities and use this information to inform your own strategy.

  • Define Your Unique Value Proposition:

What sets your organization apart from your competitors? This could be the brand’s unique story, a unique product or service, or a unique approach to solving a problem. Your unique value proposition should be clear and evident in all digital marketing efforts.

  • Determine Your Key Performance Indicators (KPIs):

KPIs are metrics used to measure the success of your digital marketing efforts. They should align with your goals and be specific, measurable, attainable, relevant, and time-bound.

  • Choose Your Channels:

Based on your audience personas, journey map, and competitor analysis, determine which channels will be most effective for reaching your target audience. This could include social media, email marketing, or content creation.

  • Continuously Review and Refine:

Finally, it is crucial to continuously review and refine your digital strategy based on the results you are seeing. This helps to ensure that you are making the most of your efforts and that they are aligned with your goals.

In conclusion, developing a digital marketing strategy is an essential step in ensuring the success of an organization’s marketing efforts. By following a structured process and considering factors such as defining the organization’s “Why?”, creating a brand story, setting achievable and measurable goals, understanding the target audience, and mapping their journey, organizations can create a roadmap that is both flexible and effective. By doing so, they will be able to better connect with their audience and achieve their business objectives.

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