Digital Marketing Strategies that Endure


Digital marketing seems to change almost daily. More and more people use their phones, rather than a computer, to search the Internet. Google changes its search algorithms constantly. The most effective types of ads and social media platforms change, meaning that you need to keep up with the latest trends in order to stay ahead – or even just keep up with – the competition.

There are, however, you should revamp your overall digital marketing strategy less often. These strategies, instead of putting your business behind the times, keep you on target and provide some stability in an ever-changing digital world. Digital marketing services can help you create your strategy, or keep reading to learn which aspects of your strategy are less chaotic.


Create Digital Principles that Align with Your Business Principles
 
Your business has principles – beliefs that help guide your business model. Your digital strategy should also have principles. These should complement your business principles, but need to be specific to your digital marketing strategy.
Here are some common digital development principles. You can use some of these or alter them to fit your business’s digital strategy:

  • Design with the user.
  • Understand the existing ecosystem.
  • Design for scale.
  • Build for sustainability.
  • Be data driven.
  • Use open standards, data, source, and innovation.
  • Reuse and improve.
  •  Address privacy and security.
  •  Be collaborative.
Gather and Use Data

One of the most underused assets in digital marketing is data. Almost every digital platform that you might use for marketing – Facebook ads, your web site – has some form of data available, but most business owners don’t look at it. Sometimes, they look at it, but never take the next step – consolidate all the data and make changes based on that data. 

Analyse your raw data and tie it to user behaviour. Some tools, such as Spout or Sysomos, help measure social sentiment with your data. You can also tie all data together to get an aggregate social sentiment with a customer relationship management tool (CRM) like Salesforce or Insightly.

Map Out Your Digital Strategy

Your digital strategy aligns with your overall business strategy. Don’t just make it up as you go along. You’ll need to look at active digital channels, users for those channels, goals, and success measurements.

Your top marketing companies in Melbourne can help with your map, but you can do a lot yourself. Start with your users and research with them. Review your analytics data. Look at what competitors do. Then, get your team together – information architects, digital and content strategists, and your analytics team – and create your map together. Then, use it when you make decisions.

With your digital strategy map, incorporate standards for how you make decisions (called governance) and explaining what you do (socialization). Determine roles and responsibilities for your organization’s digital strategy.

Incorporate a Call to Action

With every piece of content you write, you should incorporate an action you want the reader to take. Part of your digital marketing strategy may be giving information, and that’s great. Everyone wants to know more. But there should be an action the reader takes, whether it’s a purchase, sending an email, downloading more information, or calling your office. The content strategist and writer should include a call to action in every digital marketing effort.
Digital marketing services are the key to helping your business grow. Whether you do it yourself or work with the top marketing companies in Melbourne, you can make the most of today’s digital economy by making sure your digital marketing strategies are built to endure.

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