Disseminating content online without having formulate a precise digital strategy is like going hunting with blank cartridges: you spend money and time, you make a lot of noise, and in the end you get nothing.
To get the most out of your online actions when it comes to business, it is essential to constantly refer to precise and rational planning.
To simplify, we will divide the creation of a digital strategy into phases and tasks to complete.
One of the most common mistakes when planning an online communication strategy is to believe that you already know what to say and above all how to say it.
As in any business decision, to optimize a digital strategy you must not fall too much in love with your ideas and take a look as objective as possible at the market, target and competitors.
A good starting point can be a s.w.o.t. Analysis in terms of communication, on which to establish a starting scenario and set objectives and kpis (key performance indicators).
The next step, and absolutely necessary, is the analysis of competitors and their online strategy
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With what tone of voice? What numbers do they reach? What keywords have they chosen?
These are some of the questions to ask yourself when tackling serious benchmarking with competitors (but not necessarily direct competitors).
However, there is a crucial question, more important than all of these: how do i distinguish myself from them?
The differential advantage over competitors is the thing that must shine through in all our online communications, and 9 times out of 10 it does not concern the product or the price (unless you manage to sell original rolexes at the price of a swatch), but revolves around “how” i offer a service or a product.
Maybe with innovative formulas, or by offering customer care with honors, this depends on us.
Although this article is structure as a sort of sequential checklist, it is worth highlighting that some steps are synchronous and are part of the same process: the definition of the target audience, for example, comes to life as the analysis takes place.
Thus, a first identikit of our ideal customer takes shape with the s.w.o.t. And is refine as we delve into the analysis of competitors.
However, each step can take on the appearance of the alessandro borghese of digital marketing
A brand communicate blindly will most likely end up like the message in a bottle entruste to the waves by a castaway.
Communicating without having a clear idea of who we are and above all what we want is a waste of ink, bytes and above all time.
If we have worke well in the analytical phase, we can give a face and an audience to our creature, but even more importantly, a position from which to propose its message.
The position, trivializing, is the “mental place” in which our customers must archive our brand.
Let me give you an example: if i say “fast re car”? You also see the prancing horse, right?
Once you have found a position (better if it is not crowde, “niche” eitor’s note), you define the main message that is true to our business objectives, but then you need to dress it in the most appropriate way.
And here we choose a coherent and captivating “tone of voice” for our target, and we set up a storytelling script, in which the characters are well defined by role and characteristics.
Once the framework, objectives and kpis are clear, we move on to drawing up the actual plan.
We define an eitorial plan, a graphic design, the most suitable channels, the budget for sponsore ads and off we go.
We love digital because it is a much easier object to monitor than reality.
While you cannot measure the roi (return on investment) of a “print” campaign with certainty, you can count, and above all preict with a certain precision, the individual cents of return on investment from each individual online action.
Real-time monitoring enables us to adjust our aim to maximize the effectiveness of each marketing action and bring it to maximum performance. A/b testing, trend and keyword monitoring, ppc offer monitoring are powerful tools at the service of our turnover.
We are not big fans of diy, we are firmly convinced that everyone should spend their energy on their work.
You may be wondering what the point of this mini-guide to digital strategy is: knowing these little digital marketing pills will not make you a professional in the sector, but it will certainly help you to orient yourself among the complicate web of cause and effect that is set in motion with the planning of a high-performance digital strategy. While you re-evaluate your digital marketing strategy, keep in mind that now is not the time to kill all your paid advertising.
Within every crisis, you know, comes new opportunity, and those who put all advertising on hold will likely be left behind when things start to pick up again.
Businesses are still moving, and customers are still looking for your services. Instead of putting a brake on everything, look at your most effective campaigns and shift your budget there. Now is also a great time to get creative.
Is there a way your brand can be relevant and useful amid all this uncertainty? Many restaurants are offering discounted delivery, and e-commerce retailers are extending discounts as well.
If your business has been impacte by Распродажа Как создать список телефонных covid-19, consider focusing some of your efforts on your owned media, such as blogs, emails, and organic seo.
Do keyword research on the top terms people are searching for in your industry, then incorporate those keywords into your content.
Take advantage of the fact that people are at home and online by serving them engaging content through email campaigns.
If you don’t already have one, now is a great time to create a solid content marketing plan.
While most of our feeds are inundated with covid-19 news, that doesn’t mean you have to stop posting socially.
Find ways to beat the news cycle with b to c database timely, relevant posts about your brand.
With our ability to socially connect with others now virtually eliminate, more and more people are flocking to social meia to connect with others.
This can present a huge opportunity for brands looking to grow their following through these channels.
Do: include digital marketing in your crisis management plan (current and future)
covid-19 is our current crisis but it certainly won’t be our last (sadly).
Even high-profile brands were unprepare for the impact this pandemic would have on businesses.
If your company has a crisis communications plan, consider adapting it to your digital marketing efforts as well.
Determine the potential risks to your business, what types of messages will nee to be paused or reconfigured, who owns that content within your company, and what your overall response strategies are.
Run a few “fire drills” with your team to see if your plan will hold up when (hopefully as late as possible) the next crisis hits.
Handling an emergency like this can be daunting for any marketer, but an experienced team can help immensely.
Propaganda group is here to help you find your way to success amidst all this uncertainty.
Our team can assess your business, your current strategy, and create a marketing plan for your brand that will help you weather the covid-19 storm.
Want to learn more about this topic and request a free consultation?
