The Amazon rainforest is one of the most diverse systems in the entire world. Another, the Internet.
Just like the jungle, the Internet is constantly changing with rapid fervor. With technology upgrading at lightning speed and new apps and social networks brought to life, it’s a daunting task to find out what options work best in reaching your targeted audience for your business.
It’s crucial to create and implement a strong digital strategy that works for YOUR audience and YOUR needs with YOUR budget.
Your strategy will need to cater specifically to your audience, so here are the essential measures you need to take to ensure that your digital marketing strategy is on point:
1. Identify the Top 3 Problems and Focus on the Primary One.
How many times have you thought of what to accomplish in your strategy and get bombarded with a plethora of scattered thoughts that just drive you crazy? I’m pretty sure its quite often.
It’s important to identify the top three problems that you want to solve. Then from those three, analyze which issue solved will bring the most value back and FOCUS on that. This will set the primary tone of your digital strategy and set the pace for subsequent efforts.
In the entrepreneurial and startup world, the acronym MVP is something that is very important to know and understand. MVP stands for Minimum Viable Product. It’s essentially the least amount of effort put into a product that will allow the maximum value returned. Similarly applicable to developing a strategy, focus on the attainable goals and efforts that will maximize the value in solving that primary issue. This will also help you funnel and harness all your energy into a singular design, further strengthening the foundation of your strategy. You can be sure to spend your dollars wisely and effectively as the chances of success increase tremendously as you narrow the focus of your efforts.
2. Determine Your Specific Audience
Are you trying to communicate to the younger generation, or perhaps professionals in their early 40’s? Although we live in a very connected world, various digital elements speak in different ways to varying demographic segments. Millennials find themselves constantly on their connected devices, whereas long-term executive still find e-mail as their only method of digital communication.
By identifying your specific market, you can further limit your digital options to those that speak directly to them.
If there is no need to spend money on a variable direct mail element, then why spend it. If your target audience are the creative bunch, then perhaps allocate more resources around online communities such as Behance and Dribbble. Know your audience.
3. Build Your Presence Where Your Audience Hangs Out
Why bother creating an effective LinkedIn social strategy when the majority of your users are engaged on Twitter? Your LinkedIn social strategy might be mind-blowingly amazing, but if there is no one there to experience, is it really then that awesome?
Just like you would in non-digital sense, find out where your targeted audience spends the majority of their time online and build your digital strategy around that network. You can do this through carefully executed digital market research, such as user interface and content-driven online surveys. Alternatively, by social media listening and online community discovery, you can create a digital fingerprint of your potential audience and effectively predict which options will generate the highest quality engagement.
4. Execute Around A Cadence – Sing a Strategic Song
Creating a rhythm around your strategy might seem silly, but it’s HIGHLY IMPORTANT to maintain and increase engagement with your audience. A barrage of social media updates and email blasts will overwhelm, and possibly turn away, potential customers from your targeted audience. On the other end of the spectrum, spend too much time between your strategic touchpoints and your audience’s interest could whittle away.
Part of a great song is an intoxicating and alluring flow. This should be the same with a great strategy.
Spread out your content and touchpoints in an effective manner over a course of time. Use scheduling tools available in various social networks, such as Twitter, to release automatic updates at carefully placed times to create organic build and excitement. Just like a catchy song, throw in a “bridge” where the content might be drastically different to stimulate interest in your audience before steering back to the general concept.
5. Track, Measure and Tweak
Having post-strategy actions are just as important as building the digital strategy itself. These critical actions involve being able to track and measure the success of your strategy, and adjusting as necessary. Digital tracking platforms, such as Google Analytics, easily allow you to track usage, views, and other vital statistics on websites, email campaigns, mobile applications, etc. In many cases, this data is virtually real-time, which will allow you to make adjustments to your strategy in parallel. For instance, if your tracking results indicate a significantly higher response rate with women over the age of thirty, why not tweak your messaging to cater to that audience. Inversely, if this isn’t one of your goals, you can also adjust your messaging to target outside that specific demographic.
These steps are simple, but effective methods to bring the best return on investment on your digital strategy. We want you to be successful, so why not give them a try!
Let us know what you think in the comments box below!