Market-leading businesses harness the dynamic opportunities presented by digital media through strategic approaches. Digital media strategies are effective due to their comprehensive nature, incorporating a diverse array of digital marketing techniques to systematically achieve predefined objectives.Eager to understand the essence of a digital media strategy and the components involved in its creation? Continue reading to deepen your knowledge and subscribe to our newsletter, Revenue Weekly, for the latest insights and trends in crafting a winning digital media strategy!A digital media strategy, or digital marketing strategy, involves promoting products or services via online and digital channels. These channels include:
Web pages
Video
Audio
Apps
Emails
Ebooks
And more
The most successful digital media marketing campaigns prioritize enhancing the lives of their audience or offering solutions to their challenges. An effective digital media strategy fosters a digital culture around your brand, encouraging conversions for your business.Digital media strategies enable businesses to deliver value to customers while maintaining a competitive advantage in their niche markets. These strategies also aid in identifying the right audience for online marketing.Some of the advantages of implementing a digital media strategy include:
Relevant targeting: Digital marketing allows precise targeting of leads most interested in your business, based on demographics, purchasing behaviors, and more. It enables reaching individuals unfamiliar with your brand and helping them discover your company.
Building relationships: Your digital media marketing efforts will foster meaningful connections with customers, transforming them from leads into loyal patrons. An effective digital media strategy ensures a memorable customer experience and encourages repeat business.
Quick results: With a robust digital marketing strategy, customer conversion rates are enhanced and achieved more efficiently. Automated testing and bidding techniques enable optimization of your strategy for optimal performance without excessive time investment.
Measurability: Digital media strategies are more easily tracked and measured than many other marketing approaches, enhancing data collection on customers and goal achievement identification.
A successful digital media strategy requires collaboration across various departments within your organization, including sales and marketing. Aligning efforts ensures that customer needs are met and a positive brand experience is created. Explore these four straightforward steps to initiate your digital marketing strategy:1. Establish digital media marketing objectivesYour objectives serve as a guiding focus for your digital media strategy. To succeed with digital marketing, it is crucial to define what you aim to achieve with your strategy, which should align with your business’s broader goals.Whether your goal is to generate new leads or increase conversions, consider what your company seeks to accomplish through digital marketing investment. For instance, if sales growth is your aim, your next digital marketing objective could be a targeted sales increase. Essentially, your marketing goal should align with your overall business objectives.Each digital media strategy objective should contribute to the achievement of a larger company goal. Moreover, these objectives should be SMART goals, which are:
Specific: Your digital media strategy must aim to achieve a precise goal. A vague objective, like “gain more conversions,” won’t provide clarity on whether you’ve reached your goal, whereas a specific goal, such as “increase conversions by 20%,” clearly defines your desired outcome.
Measurable: Your goals must be quantifiable. A measurable goal is one that can be easily tracked, such as “increase traffic by 50%.” With this type of goal, you can visibly observe traffic fluctuations during your digital media campaign. When goals are measurable, you can identify key performance indicators and assess your achievements.
Achievable: Before setting a goal, assess whether your company has the resources and capabilities to achieve it. A goal like “increase sales by 50%” may not be feasible for your business and could disrupt your strategy and demotivate your marketing and sales teams.
Realistic: Like achievable, your goals must be realistic. While you may be able to achieve a goal like “increase Facebook likes to 4000,” attempting to do so within a short timeframe may not be realistic for your business. Establishing measurable milestones can help reach ambitious goals.
Timely: Your goals must have deadlines. With enforced deadlines, teams are more motivated to stay on track with the digital media strategy. Without a specific deadline, goals risk being neglected.
SMART goals keep you focused and aware of your objectives.2. Define your product or service’s unique value propositionEvery product and service must offer something valuable to customers. If you can’t demonstrate its worth, customers won’t understand why they should purchase your product or engage with your services. To identify your product or service’s value proposition, consider these questions:What need does my product fulfill?Customers buy products or use services to address problems or enhance their lives.Identify how your product or service benefits customers, enabling you to highlight its value. Spend time to pinpoint the unique value of your product or service that addresses these needs and concerns. Ask questions like:
What problem is my product solving?
What does my product do that improves my customers’ lives?
How does my product outperform competitors in solving the problem?
What resources and means do I have to deliver this value to customers?
How can I maintain my product’s unique value?
Where is my business qualified to compete in the business environment?In other words, what is your niche market? Determine the niche where your products and services fit to compete effectively. Entering a market that doesn’t align with your offerings will likely hinder your ability to impact the niche audience and compete successfully.Identifying your niche allows you to assess the value of your product relative to competitors. You can see what you offer that’s superior to their product and vice versa.3. Identify your target audienceUnderstanding who you are marketing to with your products or services is essential. Identify common characteristics among your customers and segment them based on factors such as:
Location
Age
Income (occupation)
Goals
Needs
Interests
And priorities/values
The most effective method for this is to utilize customer lists, surveys, and interviews to create detailed representations of your ideal customers (referred to as buyer personas or marketing personas) based on real data, not assumptions.4. Select your digital media tacticsOnce you have established your digital media strategy objectives, your product or service’s value proposition, and your target audience, choose the digital media tactics that will encompass your overall digital media strategy.
SEO services: This approach helps search engines find and index pages on your website, improving visibility on relevant search pages. SEO drives traffic to your website with minimal financial investment.
Pay-per-click (PPC) advertising: Similar to SEO, this method gets your business in relevant search results and drives traffic to your page. PPC is a paid strategy that requires bidding for ad placements. Running a PPC ad places your ad at the top of search results, above organic listings, to reach more relevant leads.
Social media marketing: This strategy focuses on expanding brand awareness on social media through consistent content posting and paid advertisements. When implemented correctly, social media marketing builds brand following, increases authority and trust, and drives traffic and sales.
Content marketing: As the core of your digital media strategy, content marketing is essential for the proper functioning of other tactics. It guides potential customers through each stage of the marketing funnel. Content marketing is also a tactic that can be done at no cost.
Web design: This approach concentrates on enhancing the user experience (UX) of your website, improving overall design, mobile responsiveness, and page load speed. The benefit is that visitors will have a more enjoyable experience on your site, making the conversion process as effortless as possible.
Email marketing: Email marketing involves sending personalized, relevant emails to customers subscribed to your mailing lists. It fosters a quality experience and relationship with your brand, increasing the number of loyal customers. With email marketing, you can automatically send personalized emails for birthdays, holidays, and based on customers’ product search history, preferences, and needs.
Digital marketers will combine these tactics to create a digital media strategy tailored to the needs of their target audience.Ready to build your digital media strategy? As a full-service digital marketing agency, WebFX develops data-driven digital media strategies that deliver tangible results. Whether it’s SEO, PPC advertising, social media marketing, and more, we can help!— We’ll determine which components are best suited to your niche market and digital marketing goals. Contact us online or call us at 888-601-5359 to speak with one of our skilled digital marketing specialists!
