Strategic digital marketing requires multiple platforms or channels on which a company or brand can present itself and even promote its products or services. But it wouldn’t be wise to just spend money without even considering the return on investment (ROI). To get the most out of starting a new channel, it’s best to first have a well-thought-out plan. This will allow you to integrate the new channel into your strategic digital marketing strategy. As you plan the new channel, we’ll give you some basic tips to help you get a leg up on your competition.
Target group
The most important part of any successful marketing strategy is keeping the focus on your target audience. Everything you do must be for the betterment of your target audience. To increase brand awareness, companies often resort to investing in a variety of digital platforms. At first glance, investing in digital platforms may seem attractive. Because others have succeeded. In addition, your competitors also make use of it. Or you can just try them because it’s fashionable. But we always have to reflect very carefully on exaggerated trends.
Reach First recommends that you consider the company’s digital strategy and, in particular, think about where your customers really are before opening up new channels.
With a complete channel strategy, you can prioritize your business efforts across the various customer-facing touchpoints and focus on the efforts and channels that create the most value for your customers and your own business. Therefore, think about the audience and strategy before the channel.
Metrics are important
To maximize a company’s online business potential, it is important to find the right balance between investment in channels and advertising as measured by production value. It requires continuous monitoring and maintenance of your activities, and you need to quickly optimize these actions or stop them altogether if you have a negative ROI.
To focus efforts, relevant marketing metrics must be established. It’s important to pay special attention to performance and setting goals that are relevant to your particular brand.
Content integration
With the channel strategy in place and the relevant metrics set, it’s time to develop a real content plan for the selected digital platforms. A typical mistake is that content creation occurs on an ad hoc basis, without a clearly defined plan that can ensure the effectiveness of the effort. Instead, content becomes a specific medium without thinking about an integrated content strategy.
Companies should not view digital platforms as individual channels, but rather as different platforms where content can be available in many channels at the same time. You can benefit from developing a content strategy that brings all of your brand’s content together so that each newsletter, blog, and guide can be shared multiple times in alternative channels and formats. This way you make the most of your resources and reach your full potential by leveraging multiple digital channels.
Reach First is an Edmonton-based digital marketing services provider. We specialize in managing and innovating our clients’ digital marketing strategies. For more information, visit our website or call us for personalized customer service.