Getting long-lasting results in marketing takes time and a long-term digital marketing strategy. It is about establishing a plan and sticking to the process that will take your company to the top.
Plans only work if you consistently execute. It’s not the perfect plan that works, it’s the one you consistently take action on. Follow these steps to implement a strategy that will build you a foundation and increase your conversion rates. We broke the year into 3 stages to make it manageable and workable. If you have more time to concentrate on this, you can condense the time frames.
Why Plan for the Entire Year?
Achieving strong results takes time. Think of your digital marketing strategy as a marathon and not a sprint. The return on investment (ROI) happens automatically if the strategy is in place and executed.
If your website is not up to par, then there is time spent on fixing the problems versus actual marketing. Which means your ROI will take longer. Sometimes, the more you dig into a website, the more issues you find and that delays the timeline further.
When creating a digital marketing strategy, it works best if you break up the year into 3 stages. Each stage is 4 months. At the end of the 3 stages, you will have a secure strategy in place and your marketing will be in full force and working for you. I have found that when it is broken into sections, not only is it workable, they are realistic time frames and expectations can be realistic as well.
Stage 1: The First 4 Months of Your Digital Marketing Strategy
The first part of your digital marketing strategy is the research. You’re building the foundation. Once you have researched there is implementation, but of all the stages this is the one that is about formulating a plan and putting assets in place to win.
Brand and KPI Questionnaire
Whenever we begin speaking with a prospect we have them answer questions so that we can put together a proposal based on their needs. Once the contract is signed our team has a brand questionnaire that we walk through with them to get to who they are, what they do, what makes them special, and how they help their target audience.
These questionnaires give us the information so we can best work with the client and have a digital marketing strategy in place to help them reach their goals they are measuring.
You must be able to track everything from goals to key performance indicators (KPIs) that means setting up analytics. Focus on clear goals to track and assess how your users interact with all of your digital assets.
An SEO audit is a full analysis of everything related to your website’s level of search visibility. A complete and detailed audit will give you an understanding as to why your site is not generating the traffic it should or why your sales and conversions are not improving.
It should cover everything from visual, content, and technical so that visitors get the best user experience possible.
Most websites can be categorized into dozens of topics. Keyword research is the process by which you research popular search terms that people type into search engines like Google. These terms or keywords represent the intent of an internet user to get information about a topic, product, or service. Once you have a list of search terms, they will be included into your content so that your pages will appear higher on a search engine results page.
As you research, think about your brand's direction. Define how your brand relates to the topics your prospects are interesting in. Create a topical authority. Establish You and your site as an expert or authority over a topic. Creating authority will increase your conversion rates and lead to higher search-rankings from Google.
Website Design and Navigation
The structural design of a site is critical to the performance of all the marking campaigns going forward. If the design is bad, visitors and search engines will have trouble finding the information. Which means that they will bounce off the site. Analysis gives you the information you need to know when and why a user might prematurely leave your website.
If there are improvements to be made, then a map of the navigation changes for the site will need to be made. Once the map is created it will show the progression and flow of the website. It needs to be clear for a visitor who is trying to solve a problem.
Social Strategy as Part of Your Digital Marketing Strategy
Look at competitor’s social media and compare it to your won social media endeavors. Are you also utilizing your keywords? Research what is trending and what your ideal client is looking for. Using the inspiration of your competitors, your unique value proposition, and consistent activity (posts), you can create a successful social media strategy.