5 Steps to Develop a Viable Digital Marketing Strategy for Small Business
As many advisers and business gurus discuss the importance of digital marketing for the business, business owners rush to create social media accounts, integrate their businesses into online communities, or invest in search engine optimization. And despite knowing that it is crucial for a business to establish goals, objectives, and a plan to achieve these goals, business owners still skip developing a digital marketing strategy for their businesses. They hurry to be present in the online world without taking time to think why and how to do it better.
Establishing an online presence, advertising online, or spending money on search engine marketing without developing a digital marketing strategy is as useless as enrolling into a college without thinking about your future profession or buying a plane ticket without considering what you will do and where you will stay at your destination. In other words, it is absolutely necessary to know where you want to go, why you need to go there, and how you can track the progress of your journey.
The following five steps will help you create a digital marketing strategy, track your progress, and stay focused on the relevant channels and tools.
1. Describe Your Target Audience
There are too many social networks, online communities, social mobile apps, and chat rooms to be integrated into. It is almost impossible to be everywhere. The more online channels a business uses to promote its products/services or to communicate with potential customers, the more time and money this business needs to invest. Therefore, knowing where current and potential clients are is critical for effective execution and sound results.
Describe a target audience for your business. It is crucial to collect as much information as you can: who will be interested in your product/service:
- What are they interested in?
- Where do they spend their time?
- What books do they read?
- What shows do they watch?
Most companies have diverse clientele that can’t be relegated to a single group. In such case, the business needs to divide all customers into several groups with similar characteristics.
For example, a social media consultant can target:
- Young 25-35 year old entrepreneurs who have limited resources but would like social media to be part of their marketing efforts
- Mid-sized companies that are established on the market and have a subs