Step 1: Define your customer in a new way The definition of the potential customer has been taken to another level recently, with buyer personas taking over. Now, the most effective marketing strategies are incomplete without them. Buyer personas are a term used to describe the ideal customer that can be defined by surveying and contacting the pre-defined target group.
Step 2: Set up goals and objectives Every professional marketer knows how important this stage is. Without goals, the strategy simply will not work, so defining them is your main task. Make sure that the goals you developed are suitable, and make them measurable.
Step 3: Focus on blogging Blogging will be important for online marketing in 2018 and far beyond. This key aspect of the strategy performs some critical functions, including bringing more traffic to your website, reinforcing social media presence etc. If you have a regularly updated blog that the visitors find useful, it means that your website will be easily found through the search engines and can be used as a platform for your marketing campaign.
Step 4: Evaluate digital marketing channels Analyze the digital assets and channels that you are already using, including website, social media account, paid advertising and so on. Ask yourself: how effective were they and how they can be used in 2018? It is okay if your future digital marketing strategy does not incorporate all of these elements, but it sure should use those that were the most effective.
Step 5: Automate marketing The report of digital marketing trends states that marketing automation will be a huge thing in 2018. In fact, it has been in the top 3 for the last 5 years in terms of trends and many businesses still have not improved their automation. If your company is among them, make sure you add marketing automation to your strategy to stand out among the competition.
Step 6: Make Mobile Marketing Work Mobile marketing has been on the rise in the recent years. However, there are still many opportunities for growing in the area of smartphone conversions, as these rates were very low last year. Review your mobile responsive design and email templates to ensure that you are using the latest methods and provide only relevant and latest data.
Step 7: Make it easy for customers to reach you Online business is all about connecting with potential customers, so traffic on your website should be high to ensure positive outcomes. Your digital marketing strategy, therefore, should ensure that your leads and visitors are not exerting unnecessary effort to connect with you. Engaging with your customers is invaluable to your business.
Step 8: Use the right technology A marketing effort is wasted if an ineffective or inappropriate technology is used. For example, email marketing should not be done manually but rather by using different tools that advance it by providing sophisticated functions.
Step 9: Confirm your differentiators If your company is not different from your competitors, you should not expect high profits in 2018. Make sure you change (or reinforce) your difference from the others by talking to your customers and asking them why they selected your company. Then, fix your existing differentiators if needed.
Step 10: Track your progress Constant monitoring should be provided to ensure that the strategy is working effectively. This is done by assigning teams that would deliver this task. Remember to learn from the mistakes and always find improvement opportunities! There is a lot of work involved in designing a digital marketing strategy, but an effective and well thought-out plan will make it much easier.
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