How To Create A Digital Marketing Game Plan For Your Brand
There are several components that make up a complete digital marketing strategy, and they all work hand in hand to support each other. Though for many business owners, brand builders, and creatives, the process of marketing a brand online is overwhelming. Between keeping your social media pages up to date and keeping up with the latest marketing trends of the year, it can be difficult to consistently execute a smart, effective strategy, especially when marketing is not your field of expertise to begin with.
Whether you're missing a few keys needed to better promote your brand in the online space, or you have no idea how to even start, here's a simple guide for creating a digital marketing game plan that works:
Audit your website.
Your website is your brand's home base online. Audit your existing website to ensure it's in tip top shape and meets industry standards. Spellcheck your copy, get rid of outdated content, update your contact information, upgrade your images, and add clear call-to-actions to direct visitors. You should also make sure your website is mobile responsive, looks good on all devices, and doesn't have any obtrusive pop ups that people can't close. As your primary selling tool, your website should always perform at its absolute best.
Enhance your search engine optimization (SEO).
A huge aspect of digital marketing is getting your brand to rank high on search engines, increasing the amount of visitors who find your website naturally through an Internet search. Perform tasks like updating your website copy with relevant keywords, adding relevant keywords to your website's meta tags, using header tags in your blog posts, adding a sitemap to your footer, and increasing your website's load speed by reducing image sizing. If low website traffic is your problem, study SEO and make the necessary updates to improve your searchability.
Pick your social media platform(s).
Love it or hate it, social media is one of the most import assets in your digital marketing toolbox. Choose two or three main platforms, ideally the ones your target audience uses the most, and focus your attention on creating and posting the best social media content for those selected platforms. When you dedicate your strategy to only a few platforms instead of many, you give yourself the time and freedom needed to be more creative with your posts and to engage with your followers. If you own a local business, focus on Facebook's community-centered features. If you're a designer, take advantage of Instagram's visual appeal. Whichever platform you choose, keep up with the trends and algorithms and create your content accordingly.
Pick your primary advertising method.
Putting money behind your marketing is an effective way to grow your brand and reach a bigger audience faster. Select an advertising channel, such as Facebook Ads or Google AdWords, to drive targeted traffic to your website. While increasing organic reach should always be a goal, setting up a targeted ad campaign can quickly increase the number of visits to your website and the number of followers you reach daily. To ensure it's effective, study the do's and don't's of each platform, select the appropriate audience, write effective copy, choose the right imagery, and test a few out. Once you've found the perfect ad that yields the results you desire, increase your budget to scale up.
Create your email list.
Every brand online needs an email list. It's a high converting tool that provides direct, one-on-one communication between you and each person in your audience. Select an email marketing platform, such as MailChimp, ConvertKit, or Constant Contact, create a list, and plan a consistent mailing schedule with an outline of what you'll be sending. Depending on your industry or business, you may send tips, discounts, personal messages, news, company highlights, or a combination of content to better connect with your audience. When it's time to sell a product or service, your sales funnel will, at some point, direct people to and through your email list(s).
Create your lead magnet.
You need a strong lead magnet to drive your followers and website visitors to subscribe to your email list. A lead magnet is a free offer, download, digital product, or discount that a visitor receives in exchange for their email address. A Netflix free trial, a "15% off your first order" online shop offer, and a free e-book are all examples of lead magnets you encounter on a daily basis. Choose something you can offer for free to grow your email list, and then nurture those subscribers with a newsletter that educates, entertains, or inspires them enough to keep them engaged. When it's time to promote your service or product, you'll have an existing audience you already know is relatively interested in what you're offering.
Create your content.
Content continues to reign in the digital marketing game. Your brand should produce creative, original content to stand out in your industry and attract fans. Launch a blog, start a podcast, or leverage the power of video with a creative web or live video series. Publish your content on your website, share and promote it on your social media platforms and advertising channels, and entice your audience to sign up to your email list for more.
Digital marketing is a beast, but if you take it one step at a time, you can create a simple, cohesive strategy that helps you achieve the goals set for your business online.