In today’s world, digital marketing is a critical component of any business strategy. With the vast array of digital marketing options available, it can be overwhelming to know where to start, let alone how to stay on top of your business goals. Whether you are a seasoned marketer or just starting out, navigating the digital marketing landscape can be challenging.

The good news is that you don’t need to be on every platform or use every tactic to be successful.

The key is to create a plan that aligns with your business goals and confidently execute it. In this blog, we will explore how to navigate digital marketing and stay on top of your business goals.

Re-define your business goals

As you dive into the world of digital marketing, it’s important to first take a step back and re-evaluate your overall business goals. While you may have had certain goals in mind when you first started your business, it’s important to re-define and refine them to ensure they align with your current priorities and the evolving digital landscape.  

Once you have a clear understanding of your business objectives, it’s time to establish S.M.A.R.T (Specific, Measurable, Attainable, Relevant, Time-bound) goals that will help you track your progress and achieve a positive return on investment (ROI). 

Get to know your audience inside and out

One of the key components of successful digital marketing is understanding your target audience inside and out. Without a clear understanding of your audience’s needs, interests, and behaviours, your marketing efforts are likely to fall flat.  

Start by investigating where your customers spend their time online, and which social networks or channels will bring you the best results.  

Take the time to research your audience’s demographics, interests, and pain points, and tailor your messaging and content to meet their needs. By focusing on a specific audience and delivering a meaningful message, you’ll not only avoid being overwhelmed, but you’ll also be more likely to see positive results and engagement from your marketing efforts.  

Understanding the different channels of digital marketing 

Understanding the channels available and how they can work for your business is critical to developing a strategy that will yield results. Don’t try to do everything; focus on the channels that are most likely to help you achieve your goals.  

For example, if you’re running a hospitality brand, social media marketing and content marketing might be more relevant. You can showcase your property’s unique features through visually appealing posts on Instagram, Facebook, and YouTube. Similarly, creating blogs or videos about travel tips or nearby attractions could attract your target audience and boost your online presence. 

On the other hand, if you’re a plumber, you might prioritise more practical channels like Google Ads or SEO. People who need plumbing services are more likely to search for keywords like “plumber near me” on Google, and having a strong online presence through search engine optimisation or paid search ads can help you reach these potential customers. Additionally, email marketing could also be an effective channel for a plumber. Sending regular emails about maintenance tips or promotions could help you build relationships with your existing customers and attract new ones.  

From paid advertising to content marketing, there are many tactics to choose from, and each one can play a role in achieving your business goals. In this section, we will take a closer look at some of the most common digital marketing channels and provide a brief overview of what they entail.

PPC (Pay Per Click) Advertising:
This type of advertising allows you to place ads on Google’s results pages and other websites and pay only when a user clicks on them. It is a great option for businesses with a specific product or service they want to promote, as it can be highly focused on specific keywords and demographics. 

Search Engine Optimisation (SEO):
This involves optimising your website’s content and structure to improve your visibility and ranking on search engine results pages. SEO encompasses various strategies, including keyword research, content creation, link building, and technical optimisation. 

Programmatic Advertising:
A type of digital advertising that uses artificial intelligence and real-time bidding to automate ad buying and placement. It allows businesses to reach their target audience more efficiently and effectively by analysing user data and behaviour. Programmatic advertising can be used across various channels such as display, video, social media, and mobile. This type of advertising can be beneficial for businesses looking to increase brand awareness, generate leads, and drive website traffic. 

Display Advertising:
Display advertising involves placing visual ads, such as banner ads, on websites, mobile apps, and social media platforms to increase brand awareness and drive traffic to your website. These ads can be targeted to specific audiences based on demographics, interests, and behaviours, and can be purchased on a cost-per-click or cost-per-impression basis. Display advertising can be an effective way to reach potential customers who may not be actively searching for your product or service.  

Paid Social Media Marketing:
This form of advertising helps businesses target specific audiences based on demographics, interests, behaviours, and other factors. By paying for social media ads, businesses can gain more visibility, increase their reach, generate leads, and drive sales. The major social media platforms that offer paid advertising options include Facebook, Instagram, TikTok Twitter, LinkedIn, Snapchat, and Pinterest. 

Organic Social Media Marketing:
This approach requires careful planning and execution to ensure that your content is relevant, engaging, and valuable to your audience. Organic social media marketing involves developing a content calendar, creating, and curating content, engaging with your audience, and monitoring your performance metrics to refine your approach over time. Unlike paid social media marketing, organic social media marketing requires a significant investment of time and resources but can yield long-lasting results. 

Content Marketing:
A strategic marketing approach that involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and drive profitable customer action. By creating high-quality content, businesses can establish themselves as thought leaders in their industry, build trust with their target audience, and drive conversions and sales. Content can be distributed through various channels such as blogs, social media, email marketing, and more. 

Affiliate and Influencer Marketing:
Affiliate marketing involves partnering with other businesses or individuals to promote your products or services in exchange for a commission. Influencer marketing involves partnering with social media influencers or celebrities to promote your brand or products. 

Crafting a comprehensive digital marketing strategy

Your digital marketing strategy should be tailored to your specific business objectives, audience, and budget. However, developing a comprehensive digital marketing strategy is not always easy, and it may be helpful to collaborate with a marketing professional or agency to ensure that you have a strategy that aligns with your business goals.

Let’s dive into the key components that should be included in your digital strategy:

Objectives:
Set clear, specific, measurable, attainable, relevant, and time-bound goals for your digital marketing efforts. These goals can be short-term (e.g., increase website traffic), medium-term (e.g., generate leads), or long-term (e.g., build brand awareness). 

Ideal client and where are they online:
Define your ideal client or customer and conduct research to understand where they spend their time online, including social media platforms, blogs, forums, and other online communities. 

Audience and persona groups:
Develop a deep understanding of your target audience’s demographics, interests, and pain points. Create detailed persona groups that represent your ideal customers and tailor your messaging and content to meet their needs. 

Competitor analysis:
Research your competitors to understand their digital marketing strategies, strengths, weaknesses, and opportunities. Identify gaps in the market and areas where you can differentiate yourself from the competition. 

Channel breakdown:
Determine which digital marketing channels you will use to reach your target audience. These may include social media platforms, email marketing, content marketing, SEO, paid advertising, influencer marketing, and more. 

Roadmap:
A crucial element of a digital marketing strategy as it outlines the specific steps that need to be taken to achieve the outlined goals. It provides a detailed timeline that includes milestones, deadlines, and budgets. Additionally, a roadmap clearly defines who is responsible for each task and when it needs to be completed, ensuring accountability and efficient progress towards achieving the overall marketing objectives. 

Implement your strategy 

Once you have developed your digital marketing strategy and identified the channels that will help you achieve your goals, it’s time to implement it. You have several options for executing your strategy, including in-house, outsourcing, or a mix of both. 

In-house:
If you have a dedicated marketing team, you may choose to handle everything in-house. This option gives you complete control over the process and allows you to tailor your strategy to your specific needs. However, it can also be more time-consuming and may require additional resources to execute effectively. 

Outsource:
Outsourcing your digital marketing can be a great option if you don’t have the expertise or resources in-house. A digital marketing agency can help you with everything from strategy development to execution, and they have the knowledge and experience to deliver results. However, it’s essential to choose the right agency to work with, and you should do your due diligence to ensure they can meet your business needs. 

A mix of both:
This approach can provide the best of both worlds, allowing you to leverage your internal team’s strengths while also benefiting from the expertise of an agency. Regardless of which option you choose, it’s important to have clear communication and collaboration between your team and any external partners to ensure your strategy is executed effectively.

What’s next?

It’s important to keep in mind that digital marketing is not a one-size-fits-all solution. The channels and strategies that work best for one business may not be the best fit for another. It’s crucial to stay informed about current trends and developments in the digital marketing landscape and adjust your strategy accordingly to stay ahead of the curve. 

Digital marketing can be a game-changer for your business, but it requires time, effort, and the right approach. By following the steps outlined in this article, you can navigate the world of digital marketing with confidence and achieve your business goals.

If you’re looking to partner with an agency to help execute your digital marketing strategy, feel free to reach out to the team at Distl. 

Ryan Wilson

Marketing Team Lead