Everyone wants to improve the efficacy of his or her digital presence but it is not as easy as it might sound. Creating the best strategy to do so may be so complicated that it can be daunting for even the best of minds but by following these few best practices, you can work to get maximum output.
The objective of your digital marketing plan should align with your overall business goals. For instance, if you owned a fashion company, your objective may be to be the biggest fashion brand in your region. After identifying your objective, you will need to set parameters and KPIs to achieve your goals. You can use tools like Buzzsumo to analyze each platform’s campaign performance.
Image Source – Buzzsumo
The image above explains how you should go about monitoring your KPIs. The best part of the digital platform is that you can get insights quickly as your campaigns progress.
You can also Google analytics to measure your SEO efforts. Make certain that you analyze past efforts to find out what worked best at certain times. By deploying the tactics that you know have worked in the past, you may be able to get the best results. However, the digital platform is a dynamic ecosystem; what worked at one point in time might not work again. For this reason, it is best to experiment with your strategy. To do this, you could take a campaign that was pretty effective in meeting your objectives and make tweaks to it that will help you best achieve more challenging goals.
Videos are an effective marketing strategy that is expected to take the digital world by storm in the near future. In fact, we are seeing a glimpse of this future right now with YouTube. YouTube is considered to be one of the major search engines in the world. It is believed that more than 80 percent of web traffic will come from video search.
Undoubtedly, a great content strategy and content is a vital role in your strategic plan. So, how should you formulate and carry out your SEO strategy on YouTube? Here’s what you need to do:
- Create better content so that viewers stay on your channel. Since “Time spent on the channel” is the key ranking factor so be aware of this while you plan and create content.
- Use keywords in your video title.
- Use keywords in your description. A description is like a prelude that can entice your viewers to click on your link and improve your Click-Through Rate (CTR).
- Use thumbnails to attracts more clicks.
- Use “cards” to suggest other videos to reduce your bounce rate.
Here is a snapshot of YouTube analytics. Undoubtedly, you can learn a lot about your channel through the analytics tool.
Image Source – Google Analytics
Communicate with your audience:
Although it may seem overwhelming, data, metrics and numbers are here to help you. At the end of the day, you have to create meaningful communication with your audience, and this requires building relationships with them. Here are the things that you must consider while crafting your strategy.
- Understand your audiences’ demographics, locations, preferences and expectations.
- Discover the pain point. Since your business is all about solving your customers’ problems, you have to find out how you can help them by solving their problems.
- Go deep into their psychological and emotional needs so that you can craft a better strategy to communicate with them.
- Look at the Google audience report to understand your audiences’ digital behavior.
Image Source – Improvemysearchranking.com
The image above is a snapshot of the Google audience report. It addresses each important aspect of your audiences’ digital journey. The Audience Insights report reveals your audience’s gender, level of authority, device used to access your page, impressions, and many other insights.
By delving deep into the audience’s behavior, you can understand how your client base is acting on the web platform.
Execute your plan:
You could have great plans but if you cannot execute them, then you lose out on the opportunity for success. When executing your plan, you need to consider your budget, team and channels.
Budget: Find out how much you want to spend on your digital marketing campaign. Are you going to divide your budget for both organic SEO and paid SEO or do you want to allocate resources specifically to either paid or organic?
You also need to find out how you performed in the past to identify the core performing areas. For instance, if you have witnessed growth by deploying paid ads, then you should focus on deploying that strategy.
Team: You cannot execute your plan without your team. You must determine whether your team is capable of handling the digital campaign or not. You might have to consider outsourcing the job at some point. If you have big plans for the digital platform, outsourcing could help you best navigate through the highly competitive market.
Channel: You cannot deploy a digital marketing strategy on every channel just because you think that it might work. For example, if you are a thermoforming plastic manufacturer, then you might utilize LinkedIn rather than Instagram. In brief, each platform has its own audience base and objectives so you should choose your the channel based on your own target.
The digital platform is dynamic so your strategy might not work from the beginning. You have to be flexible and open to learning throughout the process.
The best part about a digital marketing campaign is that you can measure it using analytics and reorient your strategy. One idea could be employing a SWOT analysis approach. By understanding your core opportunities and threats, you can better plan for them and get better results.
Allocating your budget can be tricky but you can use tools to find out the various facets of the budget allocation process.
Image Source- Chaseevents
Undoubtedly, you have to be smart in your approach and the aforementioned factors will help you uncover the best approach in gaining a competitive advantage. All you need to do is to deploy your strategy, track your measurements, and make any necessary adjustments according to your objectives and move forward. Stay focused, flexible and result oriented.
About the Author
Derek Luise is working as a Jr. content writer and blogger with Ranking By SEO. He can be seen blogging about digital marketing, SEO, SMO, PPC, etc.