Seeing as the new year is still young, many marketers are still hard at work trying to map out their digital marketing strategy for 2019. A new year gives you an opportunity to reset your marketing strategies and redesign your business goals.
Whether you want to get a head start on the year or have a budget that you want to use up, planning a few months in advance is crucial to your success and comes with a host of benefits. Here are 5 tried and tested tactics to help you plan out an effective digital marketing strategy for 2019:
Set clear goals
A good digital marketing strategy should always be tied back to the fundamental goals of your business. For instance, if your business goal is to increase online revenue by 35% this year, then your marketing strategy should aim to generate up to 50% more qualified leads either via your website or social media platforms.
Therefore, whether you want to attract new customers, increase online purchases or build brand awareness, having a clear target will make it easier for you to map out an effective digital marketing plan.
Evaluate what your audience needs
For any successful marketing strategy, you need to know who your target audience is and their pain points. One way to understand their needs is by creating a buyer persona. An effective buyer persona should represent your ideal customers and can be created by surveying, interviewing and researching your target audience.
Before you commit to a concrete digital marketing strategy, take the time to revisit and update your buyer personas. Just make sure all the data is based upon real information and not making assumptions as they can make your digital marketing strategy to take a wrong turn. The insight you will gain from this exercise will play a major role in shaping your marketing strategy for the better.
Revamp your website
Take the time to analyze your website to see how it has performed in the last year, in relation to your current business goals. Make a list of the existing pages and content on your website and rank them according to which ones generated the most leads in the last year. This will help you figure out what is currently working and what is not, allowing you to set yourself up for success when plotting your website content in the future.
A few years back, most digital marketers were sceptical about incorporating artificial intelligence into their marketing strategies. However, over the years, AI has continued to prove itself as useful since it simplifies and improves the user experience. For instance, chatbots have become the new medium for interacting with websites, in turn, simplifying the job of content makers and improving the user experience. AI also provides a great way to keep your site active 24/7.
Target your Micro-audience
During the early 1900s, people’s choices of curated content were simple with families gathering around the radio to listen to the same channels. In contrast, today, consumers have a myriad of options to which they can gain access to content. Users now enjoy more personalized media experiences with various options to subscribe to, including Netflix, podcasts, YouTube channels, IGTV, Facebook Watch or HBO among other digital platforms.
As a result, the audience keeps getting smaller and more divided, but also more specific and focused. This way, if your site is about health and wellness, your micro audience will comprise of people who want content related to health and wellness. So start by identifying these micro-audiences and their needs to create content that is tailored to their needs on a consistent basis.
Incorporate searching beyond text
How people search online is evolving beyond the text. Today, more and more consumers are opting to do voice and visual searches, making an important consideration to make when mapping out your digital marketing strategy. As a marketer, incorporating these searches can help you gain an edge over your competition by creating tailor-made content awaiting potential clients who use voice or visual searches.
Without a robust digital marketing strategy, there is a high likelihood that all the time, money and hard work you invested will not bear any fruits since you don't have the right plan in place to actually get them. Take the time to map out a clear and precise marketing strategy to achieve your goals this year.