Digital marketing is a great investment, but the costs vary by industry. Pay-per-click advertising can yield ROIs between 2000% and 800%. However, almost half of businesses find the greatest value in search engine optimization. Your business will need a digital strategy framework to maximize your ROI and use your advertising budget effectively.
A digital marketing plan is a document that details the goals of your company for online advertising. It also details what you hope to accomplish by those goals and how you plan to achieve that result. A robust construct will guide you in overcoming obstacles and making the smart choice.
Consider a blueprint for a building when you start looking at what digital marketing is and how it works. Blueprints can help you visualize a project and identify potential problems early on. They also tell you where to focus your efforts for the best results. Marketing strategy framework will make your advertising more effective, profitable, and valuable.
How Do You Create a Marketing Strategy Framework?
Architects create blueprints that are unique for each construction project. So, the house at the end will fulfill all the dreams of the client.” A marketing framework can align a budget to a product that’s what a consumer wants, who the user is, and the business goal.
1. Select or Re-evaluate Your Marketing Model
Prior to creating a detailed strategy for digital marketing, you should first sketch out the general strokes. Choose a marketing strategy that best suits your campaign goals.
- STP: Segmentation, targeting, and positioning is an effective model for reaching each segment of your market with the appropriate message.
- Seven Ps: This business strategy focuses primarily on the product, pricing, and promotional options, as well as where you sell.
- Porter’s Five Forces: The model allows you to predict and adapt to advertising challenges from competitors. It also helps you understand buyer sentiments, alternative products, barriers to market, and other external forces.
- AARRR: The acquisition, activation, retention, revenue, and referral model helps you maximize your advertising profitability by analyzing customer lifetime value, acquisition costs, and retention costs.
- Hook: This hook model is based on the understanding of your audience. It includes internal and external triggers and actions, rewards, and factors that drive brand loyalty.
Each model has pros and cons that are specific to different industries. STP, or the Seven Ps, may be more effective for small businesses. AARRR is often used by manufacturers and B2B organisations. Porter’s Five Forces can be used to analyze highly competitive markets and large urban areas.
2. Define Campaign Goals
Your digital marketing strategy framework is a map that you can use to guide your efforts. Question: What is the main goal of your campaign?. For instance, you might be looking to generate more leads, build brand awareness, drive more traffic to the website, increase sales, etc.
Specific digital marketing goals are important. Examples include:
- Reduce bounce rate by up to 50%
- Increase the number of signups from landing pages to 200 (or 20%)
- Reduce PPC costs by 25% without reducing traffic
- Clicks to qualified leads ratio increased by 20%
- Earn $25,000 in online sales during the next quarter
- Ranking in the top 5 for your 10 most important search keywords
Why is it important to have specific figures for the planning stage? Only then can your team measure the effectiveness of a campaign. Performance indicators show you the areas that deliver the best value to your business.
3. Find Out What Challenges or Problems You Are Currently Facing
When setting your digital marketing goals, keep in mind the operations of your business. Advertising needs for e-commerce sites are very different from those of CNC machining companies. Brands with a strong reputation have the resources and advantages in search that startups (yet) do not.
List your biggest advertising challenges in your digital strategy framework. Here are a few common problems:
- There are many clicks, but very few conversions
- High bounce rate
- Reputational issues arising from past employees
- There is too much competition in the local market
- Low page views or poor search rankings
- Keywords are difficult to compete with established brands
There are solutions to all of these problems. You can start by openly discussing the issues with your current strategy. Sometimes the solution is as simple as improving web page loading speed or appearance on mobile devices.
4. Analyze Target Audience Behavior
You want to be able to cap your ad spend, make data-driven decisions, and have a good understanding of where your traffic is coming from and which channels bring you the most revenue. You can find out a lot about your target audience from its online behavior. Also, you can get accurate data from many different sources:
- Facebook Audience Insights
- Google Analytics
- Brand surveys
- Your CRM or Sales Software
- Website Metrics
- Social Media Feedback
Don’t put all your eggs in one basket. However, if your email marketing campaign is the most effective for your company, then it should be at the forefront of any campaign. If your sales funnel relies on informational searches prior to purchase intent, then high-quality marketing content is essential.
5. Create Up-To-Date Solutions
Your marketing strategy must be dynamic and engaging to stay on top of the digital pack. Do not underestimate the influence of trends on customer decision-making:
- Social Media Marketing
- Video content on YouTube
- Instead of bullet points, tell a story.
- Branding that is irreverent or edgy
- FAQs for Web Pages
You can also keep abreast of the year-to-year changes in best practices for search engines and paid search by bringing in SEO or PPC specialists.
6. Set Attainable Goals
Your internet marketing plan should make sense on the internet. Do not set performance targets arbitrarily. Based on accurate metrics and your organization’s true capabilities.
Local businesses can’t compete with national brands in PPC campaigns. This is true for the most part, but there are exceptions. This is where local SEO and low-volume high-value keywords can really make a big difference in your small business’s marketing.
7. Plan Effective Content
In summary, content plans matter for your digital marketing program as they will assist you in forming compelling content that will lead to marketing effectiveness. Favour those kinds of articles that are more likely to engage your audience.
- Blog posts
- Landing Pages
- Social media posts
- Buyer’s Guides
- Articles in long-form
- Email marketing
Use a separate calendar for better organization and include a link to it in your marketing strategy framework.
8. Write Your Framework
You’re probably better off having a digital marketing strategy as a piece of paper than as a meeting. B) Referring to your digital marketing strategy and sharing it with your workforce, so that you stay focused on decision-making on your marketing. Break up your long-term goals into manageable tasks and check them off when your group hits goals.
9. Perform Continuous Analysis
We suggest that you perform a campaign audit and check the performance of keywords and website stats as part of the SEO checklist. Use key performance indicators to identify what’s working and what’s not.
Your marketing plan does not have to be committed to permanently. You can refine your results based on the information you gather.. Surprises are also good because they can give you the chance to rank highly for keywords that were overlooked.
Do You Need Help Creating a Marketing Strategic Framework for Your Business?
Developing a digital strategy is a hard grind, but it is the support we need. What if you are too busy to manage or create marketing? Outsource heavy lifting. We are happy to manage planning, optimization metrics, content, and PPC management.
GenTech Marketing is an expert in digital marketing, especially for small businesses. We also have experience with e-commerce and retail, real estate, healthcare, and manufacturing. Browse our case studies and see how our digital marketing strategy framework helped our customers to stand out online. Get started today with a Consultation from our friendly team to help you reach your audience and set marketing goals.
FAQs
Why do you need a digital marketing strategy framework?
Digital marketing without a roadmap is a guessing game. A systematized plan guides you to accomplish missions gradually and helps you track the progress of your growth and spending. You build a house like that — you cannot be hammering nails and sawing the sawdust, leaving a pile, and then hoping the foundation comes in.
What are some important elements of a digital marketing strategy?
The list usually consists of a clear goal, audience research, content ideation, SEO tactics, paid media, and measurement. And some might favor social media, email, or video marketing, depending on where their audience is hanging out.
Which digital marketing model should I select for my business?
It depends on how big you are, what business you’re in, and what you’re trying to achieve. One case in point is that local service businesses can leverage STP or the Seven Ps models to have the biggest impact, while startups can use AARRR to measure growth and customer retention. Larger companies in competitive markets frequently employ Porter’s Five Forces to try to keep a step ahead of rivals.
Is it possible for small businesses to compete against bigger brands with the same digital marketing strategies?
Yes – if they know how to do it. Sure, small businesses probably can’t win the nationwide, super expensive ad campaign, but they can win local SEO, niche keywords, and highly targeted content. That is how you build the visibility, trust, and loyal customers without overspending.
