If you don’t have the budget for a professional digital marketing strategy, I get it. These things can be expensive and not within budget for a lot of small businesses and solopreneurs. But that doesn’t mean you shouldn’t have one.
You can do one yourself and be fairly effective, and in fact, since you know your business and audience better than anyone, doing it yourself can have many advantages.
Since you know your business and audience better than anyone, doing it yourself can have many advantages. #DIYMarketing Click To TweetFirstly though, let’s tackle an important question. Why the digital marketing focus and not traditional methods? In short…
Today I want to try and walk you through some steps to laying out your digital marketing strategy on paper. I’ve done this in the past in workshops and find it to be a great introduction or refresher for many business owners. So yep – grab a pen and paper… or open up a fresh Word document and get writing.
Just work through the steps and at the end, you’ll have something you can refer to on an ongoing basis.
Write this down. Be as specific as possible. If you have multiple products or services, it can help to pick your most profitable/popular one to give your strategy better focus.
Write down your offer. The higher the perceived value, the better. Some examples could be a coupon, free download, consultation, competition, free online resource, book, DVD, etc.
Make sure your business is able to be found on the platforms your audience is likely to use. Here are some possible platforms you might write down:
Take your offer (from step 2) and promote it on the platforms you selected in step 3. Start with organic (free) and some paid advertising – test and adjust for effectiveness.
Thanks to your offer, you have now built an audience. Don’t leave them hanging. Share content consistently that is relevant to them (build know/like/trust). Write down a few content ideas that would work for your audience.
Examples include:
This doesn’t mean you should be “salesy”. Focus on nurturing through your platforms. Your audience will buy from you if they trust you and when they are ready. Some ways you might educate are:
After the sale happens, don’t go quiet. Many of your customers will buy from you again or recommend you to family/friends. Keep the content coming even after they have purchased.
Make sure your business is able to be found on the platforms your audience is most likely to use. #marketing #tip Click To TweetAsk every new customer/lead where they found out about you. Re-focus your time, energy, and content on the digital marketing platforms that are getting the most leads for the least cost. Here are some things you should consider tracking:
Marketing Funnel/Flowchart
How do these strategies all fit together? Rewrite your answers from the above steps into the correct boxes below. You will see a flowchart which your customers will follow from the first point of contact they make with your business, through to making a sale (and beyond).
Action Plan
Now that you’ve worked through the steps and written your answers down, I thought I’d summarise them here for you in one spot so that you have an action plan for your digital marketing strategy.
Now, make like Nike and Just Do It.
I’d love to know if you end up using this and if it works well for your business. Or what other techniques do you use to strategise your digital marketing?
Cheers,
Angela