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Crafting a Winning Digital Marketing Strategy

Although the term ‘digital marketing’ has been used for several years, it describes a rather broad assortment of online marketing initiatives – search engine optimization, pay per click advertising, content writing, social media, and more. The initiatives you choose for your business will vary largely depending upon your budget, audience, product, and objectives. The purpose of this guide is not to give specific instructions. We will not be telling how to digitally market your business; but rather, what considerations to make when crafting your strategy. Why a Digital Marketing Strategy Matters At the turn of the century, digital marketing was beginning to make an appearance. It now represents the second largest media channel available behind television. In fact, it is the only media channel expected to grow in the next three years, with some experts predicting it to surpass television for total reach by the end of the decade. Crafting a winning digital marketing strategy is about more than just building your brand and business – it is about remaining current and relevant. Set Clear Objectives and Realistic Goals To begin, you will need a set of clearly defined objectives for the next 6-12 months.  Each of these digital marketing goals needs to be specific and measurable. Some examples might include: Increase mailing list by 3000 subscribers Increase Facebook engagement by 30 per cent Increase web traffic by 15 per cent Decrease  cart abandonment by 10 per cent In other words, begin with the end in mind. And regardless of your objective, be sure to have a clear deadline to achieve it. The objectives you select for your winning digital marketing strategy need to be in line with...