Customers are increasingly active across multiple devices and platforms. Americans owned more than ten connected devices in their homes in 2020, including two smartphones and two computers on average.
You can create a digital marketing strategy to reach out to these customers. However, your plan is about more than just acquiring more customers and raising revenue. The goal is to create ongoing customer satisfaction and ensure that your brand fits your company and market.
Bonus Tip: To fully harness the potential of digital marketing and its ever-evolving landscape, consider investing in a reputable digital marketing course to amplify your strategies and stay ahead in this dynamic field.
Let us now delve into the critical elements of developing an efficient online marketing plan.
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1. Identify Appropriate KPIs in Your Strategy
Start by defining what success looks like for your company in terms of your business goals. Once you’ve defined your goals, you can determine your key performance indicators (KPIs). Understanding and measuring the ideal KPIs for your industry and business will help you optimize your campaign execution to achieve faster results.
Brand awareness is how your customers identify and remember your brand. Some KPIs that can help you measure brand awareness include:
- Number of impressions of how many people see your ads
- Number of unique users and first-time visitors to your site
- CTR (click-through rate) shows the number of impressions that led to people clicking on the ads
These metrics tell a story about your customers’ actions and how they respond to your campaign. For example, a high CTR means customers find your brand memorable enough to click on them and engage with your company.
When determining what is performance branding for your product or service, you can collect data and run tests to get more insight into your customers’ personas to align your branding and marketing efforts further.
2. Create a Brand Identity
Your brand identity consists of all elements conveying the image your organization wishes to project to customers. These elements include:
- Logo and color palette
- Font and typography
- Tone of voice
- Forms and shapes
Consider your customers’ demographic profile and color preferences when deciding your brand identity. A 2016 study found 57.6% of people chose red and green-blue colors over green and blue.
3. Segment Your Customers
The segmentation process groups customers according to their shared characteristics. It lets you tailor your marketing efforts to specific groups.
To determine where your website visitors come from, you can segment them by their source. You can discover if people are finding your site through search engines like Google, social media, email, or affiliate links.
When you segment your customers, you determine which messages, content, and products are most valuable to them. Your customers will enjoy having a personalized experience when they engage with your brand through media channels and ad platforms.
4. Learn How to Create Effective Content
Knowing the types of content your customers consume is essential for integrating your digital marketing strategy. As you develop your marketing strategy, you must incorporate various ideas, such as creative marketing solutions, to move your content into other marketing channels.
- Use old blogs for social media posts.
- Short-form videos can incorporate slideshows and graphics
- Create a daily email series from in-depth articles and whitepapers
Repurposing your content adds value to your brand, offering, and core message and attracts new customers. Consumer data from these campaigns coordinate your performance branding efforts to monitor results and update your strategy accordingly.
Plan Your Marketing Strategy Effectively
Your digital marketing strategy should include KPIs, a strong brand, customer segments, and new content to help drive growth. When you incorporate performance branding into your strategy, you have a better focus on measurable KPIs to ensure continuous success.
With the help of a digital marketing agency, you can develop a realistic digital strategy to help you achieve your business goals.