Digital Marketing Strategy

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What’s the most effective way to reach your target audience?


If you said “digital marketing,” you’re right!


SEO based digital marketing is a time-tested marketing method used to deliver relevant and engaging content to a specific audience.


The main goal of doing digital marketing is to develop a relationship with prospective customers.   


Hopefully they will eventually convert into actual customers.


Digital marketing isn’t just for lead generation.


You can, and should use digital marketing to maintain a relationship with your customers. 


It allows them to buy from you over and over again. 


With this relationship in place, they also become your brand advocates and refer you to others.


Delivering Value First



Unlike ads, digital marketing isn’t focused on a quick sale.


Digital marketing is about delivering value, educating the visitor or audience, and building trust.


If you’ve never created a content marketing strategy, you might feel a little intimidated.


Where do you start? What do you add? How much will it cost? How long will it take?


You’ll begin with this post.


We’ll discuss everything you need to create a content marketing strategy, for free.


If you have one afternoon, you can create a simple digital marketing strategy from scratch.


Let’s jump in.


Setting Goals



In order to make your strategy work, you need to decide what you want!  Do you want more sales, more leads, a bigger list, more followers, more brand awareness, etc. 


Decide what you want, then come back to this Blog Post.


What do you want your marketing to achieve?


Stuck?  Here are the most common goal ideas for content:


  • Attract new leads
  • Convert leads into customers
  • Bring more traffic to your site
  • Build trust with your audience
  • Retain more customers
  • Increase customer loyalty
  • Encourage referrals
  • Generate more money from existing customers
  • Forge business partnerships
  • Improve your search engine ranking


You need to understand one thing, not all types of content will appeal to people in different buying cycles.



You need to create content that gets people to take action when they’re in the right mindset. 


For instance:


If your goal is to get leads, then your content should focus on customer education.


If your goal is to create partnerships with other businesses, your content should focus on thought leadership and news about your industry.


You can set as many goals as you want to, but you’ll reduce your ability to create content that resonates with your audience if you confuse them with too many angles.


Pick one to three goals and work them into your content.  Test, tweak refine and perfect your goals and content before moving onto goals for different needs.


Customer Avatars/Personas


Now that we have goals, it’s time to create Avatars/Personas.


We love using this persona creation tool.   Just answer a couple of questions and you’ll have your persona delivered. 



What the heck is an Avatar/Persona?


A customer persona is a fictional representation of your ideal customer. You create a profile of this ideal customer by defining their basic demographics (i.e. age and gender), pain points, and goals.


You cannot create an effective content marketing strategy without developing customer personas. It’s essential that you know who you’re “speaking to” with your content. What are they hoping to accomplish by reading your content? If you don’t know the answer, you may miss important points when writing your content and lose the prospective customer forever.



Identify Your Brand Personality


Now that you know who you’re going to talk to, let’s turn the tables.


Who are you?


If you had to describe your brand or business in one to two words, what would they be?


To give you a few examples, some brands are quirky (Skittles), reliable (BBC), rugged (Ford trucks), or magical (Disney).


Identifying your brand’s personality will help you create content that consistently strikes the right tone with your audience.



Audit Your Current Content



Have you already produced content on your blog or social media? Great!


Let’s analyze that content first to find out if the content:


  • Fits with your goals
  • Speaks to your ideal audience
  • Matches your brand personality


If your current content doesn’t meet the above criteria, tweak it until it does.


Or delete it and start fresh.


There’s no law that says you must keep an off-brand, hopelessly generic blog post from 2011.


If you’ve pivoted, if your audience has shifted, if your products have changed, if you’ve clarified your message, your old content may not make sense to new prospects.



Don’t be afraid to delete irrelevant posts or at least unpublish them.



Also, evaluate your most popular content.


This tells you what type of content your audience enjoys so that you can create more of it.


To figure out what’s most popular on your site, add the free Google Analytics tracking code if you haven’t already.


 Google Analytics will show you how many people visit each page/post on your site.


It will also tell you how people find your site (i.e. from another page on your site, via Google search, or by clicking a link on social media).



Target the Right Keywords



If you want to get found by search engine users (and who doesn’t?), you need to be very intentional with the type of content that you produce.


Would you like to attract new leads?


A top way to do that is by optimizing your content for search engines. This practice is known as SEO (search engine optimization).


Content marketing and SEO work hand-in-hand. Here’s how it works:

Let’s say you sell journal accessories. Your potential lead goes to Google and searches for “rhinestones for journals” You want your website (whether that’s a post or a product description page) to be within the first 10 results that Google shows to that potential lead.


If your website is on any page other than page 1, most Google searchers won’t see it.


That’s because most people don’t click past the first page of search results.


So how do you get your website to show up within the first 10 results?


One of the most important factors is the keyword that you choose.



Choose a keyword that your potential lead will most likely use when googling.



Then use that keyword in the title of your page and naturally throughout your content.


Assuming that you’ve created content that your target audience wants to read, think about the words that they would use to find your content.


Then be sure to add those exact keywords into your content.


Focus on long tail keywords, which are three or four-word specific keyword phrases.


It’s the difference between “collars” (which is a short tail keyword) and “rhinestone dog collars” (which is a long tail and more specific keyword).


By adding more keywords, you’ll narrow your search audience to the people who are most interested in your content.


Make a list of the top 10 long tail keyword phrases that you’d like to target with your content. Then create content for those specific keyword phrases.



Creating Content



Here comes the fun part:


Creating content. Web content isn’t just blog posts.


You can create many different types of content:


  • Case studies
  • FAQs
  • Guides
  • Infographics
  • Live streams
  • Newsletters
  • Podcasts
  • Q&As
  • Quizzes
  • Reviews
  • Social media updates
  • Videos


Think about the type of content that would best meet the needs and goals of your target audience.



It’s okay to have multiple content types.



It’s even better if you’re able to repurpose one piece of content several ways (for example, turning a case study into a blog, video, and podcast.


Next, create a schedule for when you’ll post content and how frequently.


For example, what day of the week will you publish your blog posts and will you do it every week or every other week?


Consistency is the most important part of the equation when it comes to content marketing.


You cannot post erratically and hope to win.


Use a free tools like Trello or Google Sheets to create an editorial calendar.


This will allow you to organize your ideas, assign tasks, and schedule due dates.


Don’t Forget About Lead Magnets!



Don’t forget to insert lead magnets, such as checklists, eBooks, and white papers, into your content marketing strategy.


Lead magnets play a crucial role in advancing multiple content marketing goals such as converting leads into customers or growing your email list.


There are two ways to use lead magnets in your content marketing strategy:


  1. Embed lead magnets as content upgrades in your blog posts.
  2. Create standalone lead magnets. Promote these types of lead magnets on dedicated landing pages or as a popup on your website.


Use these lead magnets to lure in prospective leads. You’ll place each standalone lead magnet on a dedicated landing page.


Spread the Word


It’s not enough to create content. You’ve also got to publicize your content to the world.


Outside of search engine optimization, there are two main ways to tell others about your content.


Make content distribution part of your content marketing strategy.


Here’s how:


Market Via Email


Have an email list? Let them know about your new content via a weekly, bi-weekly, or monthly newsletter.


This allows you to stay top of mind while also building trust with your subscribers.


Don’t have an email list? Get started right away. First, sign up for an email marketing service like MailChimp.


Second, use Beacon to create lead magnets and capture email addresses. Third, send emails to everyone on your list using MailChimp.


Market Via Social Media


In addition to creating original content for social media, also tell your follows on social media when you have new content to share.


Use a free social media scheduling tool like Blog2Social (for WordPress) or Buffer to update social media followers whenever you publish new content.


Don’t have the time for any of this?  Why not talk to us.   Lets see how we can help you get content created for your site.


It will allow you to step away from working in the business and rather let you manage the business, while building relationships with new and prospective clients.

We help you grow your business
from planning to implementation.

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From planning your campaign, to launching it to the web, we work with you every step of the way.

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All the content we create for you is logged, tracked, distributed, and reported on.

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The right ad can launch your business to multiple figures per month.  Our professional Ad Strategists know how.

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It can be tough to see results, but timing is everything.  The right message at the right time makes a difference.

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Analytics and reports are the only way that you’re going to know what’s working for your business.  We’ve found the most success with the two tools that we use, but for SEO content, we stick with Monsterinsights.  

Tracking is a breeze with this tool, and it allows us to capitalize on content that’s working and create more of the same.

When capitalizing on content that works, you can rapidly scale your business to multiple figures.


We’re proud to partner with
globally loved brands.

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