How to master your digital marketing strategy with Sophie Webber
29 Oct 2021
Sophie Webber, a Digital Strategist from Crunch has been part of the Tramshed Tech community for over four years and this week, she shares insights around developing a strong marketing strategy for your business.
Tip 1: Know your competitors
Choose three or four competitors in your space and compare them to understand where they are most active and what their strategy is across channels. Then, you can decide how to differentiate yourself. This is paramount in remaining competitive.
Tip 2: Understand your target audience
Once you understand who you’re up against, you need to understand who you’re targeting. If you have a variety of customers or clients, it’s a good idea to develop different personas and then drill down into their demographics. It’s important to understand where they are located, what their interests are etc. Secondly, you need to understand which platforms they are most active on. If you don’t understand this, you could end up wasting budget and not using resources efficiently when it comes to building campaigns.
Tip 3: Set your objectives
Make sure you set SMART objectives. This means that they are Specific, Measurable, Achievable, Realistic and Time Bound. An example could be improving your conversion rate by 15%, by the end of 2021. By focusing your efforts on the conversion stage of the funnel, you are working towards the same goal to help you achieve results.
Tip 4: Maintain a multi-channel approach
This means using various channels such as email, social, Google, to be reaching your customer at those different touchpoints across their buyer journey. So that is spreading from awareness when they are first seeing your brand, driving down to consideration. Then conversion, whether that is leads or actually buying one of your products.
Tip 5: Set up tracking and reporting
Make sure that you have your tracking and reporting setup. You want to be looking at the data to see if your efforts are working towards those objectives. If they are not delivering against those KPIs, that is when you are going to relook at that strategy, and see what needs tweaking. So definitely recommend making sure you have Google Analytics set up on your website, so you can see all of that data, and then see how well your campaigns are doing.