07 Aug Creating a Digital Marketing Strategy – Part 1 Discovery
As a business owner or head of the marketing team, there will come a time when you realise the need to coordinate all your marketing efforts into a digital marketing strategy. The marketing strategy will involve all the activities and actions you need to take in order to promote and sell your product or service to your target customer. Whether the strategy is exclusive to digital activities or involves the more traditional forms of marketing will be up to your organisation and the budget available. There is something to be said for the more traditional forms of marketing but it’s not suggested to execute this in isolation, digital marketing is important in this modern world.
In order to compile a well rounded and holistic digital marketing strategy, you will need to go through a process. In this blog and the blogs to follow we have broken down this process so you can compile a fresh, relevant and competitive strategy. The first section we’re going to cover in this blog series is Discovery.
In order to start at the beginning, you need to understand where your business ‘is’ in the market and the current brand perception. The best way to do this is to host a workshop with a select group of employees from the organisation. Depending on how large your company is and the different product/service divisions you have will influence who gets invited to participate in the strategy process. It’s suggested to invite middle and upper management employees to participate, creating a group of roughly 10 people.
To have a robust and meaningful conversation at the workshop, the chosen employees would need to prepare by working through a worksheet. This pre-work document will outline all the questions you need in order to understand the organisation’s current reality and the opportunities for discussion.
The pre-work document should cover these 6 areas:
When completing a SWOT (Strength, weaknesses, opportunities and threats) analysis you would assess internal and external factors, evaluate a company’s competitive position and understand where the current and future potential lies.
Mission and Vision
It’s important to review the company vision and mission statement in order to assess if it’s still serving you and taking the business in the right direction. Understand if the current vision and mission is on target and what would need to change if it’s not.
Split your goals up into your top strategic short, medium and long-term goals and express them in people, money, customers and competencies.
Build a persona for each of your ideal customers to develop a deeper understanding of customer needs and how to solve them. By continuously using persona’s, you keep the business centred on the needs of the customer.
Identify your top three competitors and rate them against your organisation in terms of price, service offering, service quality, differentiation, market share, brand strength, customer service and distribution network. Understand what makes you unique and different to your competitors and where you want to be positioned in relation.
Does your brand speak in one voice across platforms and mediums like your website, social media pages and corporate collateral? Is your brand’s tone of voice resonating with your market?
Each person completing the pre-work document needs to submit their feedback before the workshop in order for you to collate the information. When consolidating the information you will notice some common threads coming through and identify opportunities for discussion, which will inform the strategy process.
Part 2 of creating a digital marketing strategy involves Research which is an important step that complements the workshop presentation. Here we will discuss the importance of a brand and digital audit. Keep an eye out for our next blog.