Many businesses expect that once their website is built, the customers will come flooding in. The harsh reality is that unless your customers are aware you and your website exist they’ll be somewhere else!
Your digital marketing strategy scope will vary depending on what you do and how you do it. However, your digital marketing strategy should encompass more than your website. There are a number of areas to review.
In most cases a digital marketing strategy should include:
- Mobile – Are you going to build a responsive site? Do you need native apps? If so, what platforms will you support?
- Social Media – Which social media platforms are you going to support? How are you intending to use social media? Who is responsible for it? What policies exist around acceptable behavior? How are negative events handled?
- Email – This should cover everything from newsletters to automated marketing campaigns. You should address who is responsible for email correspondence and how your email lists are maintained and privacy is protected.
- Digital Marketing – This would cover everything from SEO and PPC to banner advertising and affiliate schemes.
- Website – What features should you support on the website? How do you decide on content? Who is responsible for site maintenance from design, content and technical perspectives?
In each area of the digital marketing strategy we look at the benefits these technologies have for your business, assess its current performance and make recommendations for the future to ensure your digital marketing strategy supports your business strategy.
Once your digital strategy is defined you can embark on the implementation.