Five Pillars For A Results-Oriented Digital Strategy
Most would agree that the digital components of your marketing strategy are taking over your time, your team and your budgets. The landscape has shifted so much in the last few years that most marketers have a digital first mindset when thinking about building channels and implementing tactics. What should not change, however, is the importance of having solid strategic intent as you plan your digital activities. Failure to plan your objectives and goals will ultimately impact your ability to deliver positive returns that benefit the company beyond likes, tweets and posts.
When formulating your digital strategy, keep these five pillars in mind:
Know Your Company & Marketing Goals
Today’s marketing world demands quantifiable goals and active measurement of results. It’s important that every marketer knows how success will be defined and that starts outside the marketing department. Know what the company wants to achieve and how they will measure those goals. Then layer in what marketing has to do to support them. Setting soft goals in the marketing department that do not support the growth of your company could hurt your ability to be relevant.
Know the Channels You Need (And Don’t Need)
Not every digital channel is relevant to every business. Marketers can easily fall into the trap of thinking they have to be everywhere, but keep in mind who your audience is and where they will engage you meaningfully. Not only does this help in narrowing your focus, but it will also help optimize your time and financial investments in the channels that truly matter.
Develop A Content Strategy
Content marketing is one of the most important areas of digital strategy as it defines what you are communicating and how you are interacting with customers, prospects and stakeholders. Whether it’s email marketing, social media posts, blogs, white papers, infographics or visual content, content drives the agenda and fuels several digital marketing channels.
Create a Calendar & Stick to It
One of the greatest challenges in executing a digital strategy is making sure you are consistent with your delivery across platforms. A calendar outlining when and what you are publishing will hold you accountable to getting content done on time and that each of your channels stay active. It will also make sure you are clear about the narratives you are delivering and avoid overload on a narrow range of topics.
Measure, Monitor & Learn
Digital marketing affords marketers opportunities to measure in real-time how programs and channels are performing. Monitoring how your efforts are doing so you can adjust and adapt is critical. Learning what is working and ultimately delivering ROI brings the insight and knowledge your team needs to optimize each area of your digital efforts.
How successful your digital strategy works directly impacts the results your marketing efforts deliver. By creating the right construct for your digital marketing, your marketing can generate outstanding returns and create a growth mechanism for your company.