With any business initiative, you must be deliberate about your approach in order to increase your chances of success. Your online initiative is no different; you need to create a Digital Media marketing strategic plan to compete and win.
Your strategy must clearly address 5 things:
1. Know What You’re Aiming At
What are you trying to accomplish by engaging in Digital Media? Without a clear and specific goal, how do you really engage your customers and add value in a mutually beneficial way? Some example goals may be to:
- Increase brand awareness
- Generate leads or increase sales
- Improve industry thought leadership position
2. Know When You’ve Hit It
Once you’ve established your Digital Media Marketing goals, you need to decide what key performance indicators (KPIs) you should be measuring to know if you are achieving those goals. For example, if you’re looking to increase brand awareness, then your KPIs may be your community growth rate and your post reach. If you’re looking to generate leads, then your KPIs may be number of website visitors and number of converted leads.
When you’ve clarified what you’re measuring, then you must establish a target for each KPI, as well as a baseline, i.e., how are you performing now against the target that you’ve just set.
3. Know Who You’re Talking To
Who are you targeting your Digital Media marketing efforts towards? Would you bring across a message to a 21 year old female university student in the same way that you would to a 45 year old male executive? You need to define your target personas – if you’re talking to everybody then no-one is listening. Consider demographic profiles (e.g., age, gender, income, education, location), as well as psychographic profiles (e.g., interests, activities and opinions).
4. Know what they want to hear from you
Of course, you want to share your message with your target personas, but is that what they really want to hear? You must tailor your message for each persona, ensuring that it is relevant and adds value to them. To do this, you should:
- Create a content mission statement per persona
- Define message categories per persona, e.g., How-To information, Best Practice Tips, etc
- Include seasonal and current events
5. Know where and how often to say it
Once you’ve decided who you will be talking to (persona) and what you will be saying, you need to decide which networks are best to speak to them through and how often. To do this, you’ll need to create a publishing framework, in which you decide exactly what message type (e.g., blog post) you will be creating, targeted to which persona and how often. This leads you to your publishing calendar, where you decide dates and times for each communication.
Creating a strategy and executing it is absolutely necessary for your Digital Media Marketing success. Fail to create your Digital Media Marketing plan and plan to fail.
Follow these 5 steps to create your Digital Media Marketing Strategic Plan.
Do you have a Plan? Is it working for you? Share your thoughts with us in the Comments section below.