In the modern world, there’s no realistic marketing plan that doesn’t include digital. Businesses and consumers spend the bulk of their time online, and it’s up to you to figure out how to observe their behavior and reach out to them. However, it’s tough to know where to start or how to fine-tune what you already have in place.
There are a few digital marketing strategies you can take advantage of to develop your marketing department while helping your San Diego business grow.
Identify Your Goals
Your marketing goals should be tied directly to the goals of the company. For example, if the company’s goal is to increase sales by 20%, your digital marketing goal could be to increase site visits by 40%. You should be able to understand how to measure your goal and actually be able to do so. This will become baseline data for strategies in the future.
Identify Your Customers
This may sound obvious but you need to know the specifics about your customers. It’s not enough to know that “young males” are your target audience; rather, in digital marketing you need to know more, such as age, marital status, and other interests.
Evaluate Your Current Marketing Plan
There’s a way to break down your marketing assets to assess your current marketing plan.
This includes assets like your website, blog content, and social media profiles and can also include offsite content that you publish elsewhere.
Earned assets refer to the recognition you receive from others outside the company. This can come in the form social media mentions and positive reviews.
What you spend on paid advertising channels like Google or AdWords.
Collecting this data will give you an overall sense of where the company currently sits in terms of digital marketing.
Focus on and Plan Your Content
You may have heard the phrase “content is king”, and it really is. Your digital marketing campaign should be focused on high quality content that promotes the brand and improves public perception, demonstrating a close connection to public relations.
The modern attention span is notoriously short so the content a customer does take a chance to read has to be the best you can offer. It has to be engaging, dynamic content that makes people want to keep reading. Make it pithy and exciting in such a way that followers will want to share and like your stories. Gathering advocates is a great way to advance the company’s goals.
While your ultimate strategy will be as individual as your San Diego company, these strategies may help focus your goals and find the digital marketing direction you’re looking for.