The digital marketing landscape has changed dramatically over the past decade, and it can be difficult to keep up with the latest trends and technologies. There are many different ways to approach your digital marketing strategy, but one way to make sure you’re always making smart decisions is by using a strategy playbook that acts as a guide for all of your digital marketing activities. A strategy playbook gives you step-by-step directions on how to optimise your strategy, whether you’re establishing or optimising it, with the overall goal of increasing your ROI and revenue.
A big part of a digital marketing strategy is having a highly functional and responsive website. If you’re new to digital marketing, don’t worry—you don’t need to become an expert overnight. Here are some of our best tips to make sure your website will function well as you start implementing strategies in other areas of digital marketing.
The second step to a successful digital marketing strategy is analysing competitors. You need to know what, how and why they are doing what they do. This will help you differentiate yourself from them, making you stand out in a positive way. Spend some time researching their strategies and comparing them to what you would like to achieve with your online presence. If it’s feasible, even try applying their strategies in your own organisation.
Before you can optimise your digital marketing strategy, you’ll need to understand what success looks like. This means that you must measure and define key performance indicators (KPIs) early on in order to set a baseline for future results. There are several ways to do so, and we’ve outlined some of our favourite techniques below.
If you want to market successfully, you’ll need a strong content strategy. There are four stages of content creation that every digital marketing agency should be following. We’ll take you through each step so that you can prepare content easily, execute quickly and optimise with ease.
Establishing a digital marketing strategy that works to keep clients and business coming in is much like establishing any kind of marketing strategy. You need to identify certain goals, and then you need to be able to measure whether or not you’re reaching those goals. This is how digital marketing agencies can tell if they’re optimising their strategies correctly.
An agency is only as strong as its team, so keep communication and collaboration open among internal teams. Digital strategists oversee all digital activity from content to marketing automation; digital designers create visual elements such as landing pages, banners, and emails; account managers work directly with clients to solve issues and push forward campaigns; project managers handle day-to-day operational tasks such as budgeting and staffing. If you have specific needs for any of these roles (or others), ask about them when reviewing a firm’s credentials.
In order to keep all of your stakeholders in the loop, make sure to compile them into a presentation and present it in a meeting. In most digital marketing agencies there is a director who works on developing digital marketing strategies, and then working with other directors who help execute those strategies through specific projects. By presenting it to each stakeholder at an agency or company you are presenting how all of these projects tie into an overarching plan, which you will be able to build upon.