A 360° strategy to make the most of your digital investment
When you expect top results, you have to understand your business needs and strengths, so having a 360° strategy to make the most of your digital investment is a must.
Understand your business needs and strengths are important to create a guideline to follow and develop your capabilities to their fullest. The same happens for finances, human resources, traditional marketing and of course digital marketing.
We know that establishing a budget specially designed to digital marketing can be a little bit overwhelming, but it’s really easier than it seems.
The main objective you have to start with is a strong and complete plan, having a 360° strategy will allow you to include every single detail without forgetting something that can be crucial at the end.
At Chili we are experts on planning digital strategies that can improve your business results so we are the right alternative to begin this digital journey together.
But what is a digital marketing plan? Well, it’s a document that includes the details of your plans for digital marketing campaigns and actions.
Author Philip Kotler (better known as the father of the modern marketing) said digital strategies are: “to document how the organization’s strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point. It is also linked to the plans of other departments within the organization.”
So, this can give you lights about the importance of having this for your company.
For having a 360° strategy to make the most of your digital investment you must:
- Design your strategy based on your capabilities and thinking about the situational context you are working in.
- Develop your SWOT analysis, this will allow you to know your strengths, weaknesses, opportunities and threats.
- Benchmarking is important, you need to know your competitors so that you will see the best practices and others success (or not) cases.
- In addition, your plan must include: your available resources, internal structure and data; customer communications and its experience as a user.
- Then establish your goals, online and offline, define where your actions should take you and timetable for this.
- Be sure your goals are Smart: specific, measurable, attainable, relevant and timely.
Having all the previous done, you will be able to create a dashboard that includes your channels, target, expected leads, investment for acquisition, conversion, retention, growth and post-sale services.
Definition of your marketing strategy
A complete strategy is based on the definition of: objectives, audience, content, platforms and metrics; and this is the best way to design your plan for digital initiatives.
Other main concepts to keep in mind are: SEO, SEM, keywords, analytics, web positioning and others you will be seeing along our journey in this space.
We already talked about objectives. About audience the most important is the targeting process, think about your ideal costumer, what she/he likes, her/his expectations and needs, etc.
After that think about positioning, that means no more than knowing why the consumer should choose you and not your competitors.
Finally, you will get to the content strategy phase
Finally, you will get to the content strategy phase, where you must create and develop quality original content, attractive for your audience so that you keep in their minds.
Place your efforts on keyword research and write down a content calendar for social posting. This will be very helpful when you need to promote your posting on social media.
It seems a lot but is an incredible process of creation, and the perfect moment top up all your initiatives in one place to have the chance to try them out and see how it goes with your brand.
Don´t forget the final phase of measuring your results and KPIs, because work doesn´t stop with designing and implementing the strategy.
We are convinced that analytics is a critical aspect to be successful on digital marketing strategies and your business performance. Contact us, we know how to do this!