Whatever your digital strategy, wherever you have allocated your online marketing spend – social media, content, SEO or paid marketing – you’ve planned for success. That’s why you’ve taken the time to draw up a digital marketing strategy in the first place. Yet for many, the promised rewards don’t roll in as anticipated. There’s a lot we could say about this – a lot of questions to ask in order to get to the root of what’s not working – turn your strategy around. Before you get to that point, or if you’re setting out with a new digital strategy, here are 5 points to take on board if you’re going to make a success of your digital marketing strategy.
Break down each element of your strategy so that every aspect is planned out
If your digital strategy doesn’t drill down into the detail of what you’re going to do to implement your strategy, you have less chance of success. Planning to major on social media? Which platforms? When will you post? How often will you review your analytics?
Being aware of what’s going on and the impact it’s having is vital to develop your strategy
There are a multitude of factors that will impact on the success of your digital strategy. Some you can control, some you can’t. What you can do is keep track of your online activity, what’s happening around you online, and what the impact is. If you need to ditch some of your activities tweak your strategy – and you should be prepared to do this – you need to know where the changes are required.
A successful digital marketing strategy is a complex balancing act – but it’s worth the effort
The online marketing world is complex. Success comes from choosing from the wide range of platforms and activities available, weaving them together and producing something that’s greater than the sum of its parts. Concentrating too much on one area of activity means you will lose out on traffic and engagement from other areas. Yes, it’s a lot to juggle and balance, but that’s where the rewards come from. One last thing to mention here: there is no perfect digital strategy. Don’t be afraid of taking risks and experimenting with different routes to marketing, different platforms, different approaches. Learn what works, ditch what doesn’t. Just make sure that whatever you do, do it well – otherwise you will be getting a ‘false’ picture of what does or doesn’t work for you – and you could lose out.
Set a realistic budget and create a digital marketing strategy that works within those parameters
There are still people around who think digital marketing is ‘free’. After all, anyone can knock up a free website, set up a Facebook business page and write a few blogs. Right? Wrong. Sorry. Even if you do it all yourself, it takes time to properly implement a digital marketing strategy, despite the availability of some great tools. You will need to invest time, and money to get it right. But that doesn’t mean unlimited spending either. Set a budget and work within that. A well-built website coupled with a properly thought out digital strategy and the resources to put the strategy in to practice is what you need – not a bottomless bank account.
Think carefully about whether you have the internal resources to manage your digital marketing – and if not, whether to recruit or to work with an outsource partner
Whatever size your business, you really can’t ignore digital marketing – and the chances are you will need help getting to grips with what digital means for your sector, and your business. If nothing else, it’s important to remember that the ‘day job’ of the business has to continue. You may choose to resource this internally, or to work with an outsource partner with the expertise to manage your digital activities on your behalf. Remember that you can also go for a combination of the two, perhaps by using a digital marketing agency to offer mentoring services to an inhouse team.
Web Adept is a digital marketing agency that has grown up with the development of the internet. We offer a portfolio of web design and digital marketing services, including consultancy and training. Get in touch to find out how we can help grow your business online.