A Digital Marketing Strategy is a plan for maximizing the business benefits of digital assets and technology-focused initiatives.
A typical Digital Marketing Strategy should include the following:
- Current situation of your business and marketing efforts
- Previous Performance
- Objectives – specific, measurable, with a defined completion date
- Target Audience
- Marketing Plan
- KPIs or Key Performance Indicators
- Requirements to fulfill the strategy
- Review stages and check-in points on the performance success of your strategy, tactics and overall plan.
An effective digital marketing strategy will help you make the right decisions in order to take your business to the next level.
Prior to developing a strategy specifically designed to enhance the exposure of a company in today’s digital environment, one must have a basic understanding of how today’s internet works:
Most of us use Google Search to find, Answers to our Questions and Solutions to our Problems. Google now processes more than:
- 40,000 searches per second
- 2.3 million searches per minute
- 3.5 billion searches per day
- 2 trillion searches per year
In order for Google to provide users with the best solution to their problem, Google’s ranking system sorts through hundreds of billions of web pages in a fraction of a second. Then, lists the results for the user according to rank.
Search Engine Results not only depend on the relevancy of the content but also the validity of the source. Consequently, Google ranks sources specific to each Search.
Google’s Internet is based on a MERITOCRACY.
Not only is the quality of content important to Google, but so is the authority of the source. Google’s objective is to provide their users with the most quality content from the most credible sources.
“The perfect search engine will understand exactly what you mean and give you back exactly what you want”, Larry Page, Co-Founder of Google.
Why is understanding Google Search so important?
“The ability to be found is one of the most imperative components of any business. How can people buy from you if they can’t find you?”
Inbound Marketing is any marketing tactic that relies on earning people’s interest rather than paying for it. By producing interesting content and providing user’s valuable information, Inbound Marketing and attract customers, makes the company easier to be found, focuses on “searchability”, and naturally draws customers inward.
An important aspect of improving searchability is optimizing one’s assets or Digital Asset Optimization (DAO). Similarly to how Search Engine Optimization (SEO) improves web page placement, Digital Asset Optimization improves visibility and clickability of all of your digital assets.
This includes images, videos, social media profiles, and business listings.
Optimizing assets not only makes one’s products more appealing and more visible to prospective clients, but it also makes all of your assets appear more often in Search. More impressions will lead to more clicks, more clicks lead to more traffic, more traffic will lead to more inquiries, and more inquiries will lead to more business.
Important Components of Most Digital Marketing Strategies
- Search Engine Optimization (SEO)
- Digital Asset Optimization (DAO)
- Search Engine Marketing (SEM)
- Pay-per-click Advertising (PPC)
- Social Media Marketing (SMM)
- Email marketing
Creating an appealing, consistent, digital presence across Google’s network is vital for present and future success.
“A company’s degree of success depends on their ability to market themselves within the fabric of today’s digital environment.”