Building The Digital Marketing Strategy From A

Is the Strategy necessary? And why is it so important? Because if there is no strategy, all we do will ... hit a wall.

Why do we need the digital marketing strategy?

For running ads, CPC can only reduce to some extent, even though you optimize at the highest level. SEO is the same, your traffic can not increase forever, someday Google will pull it down. The same for any other advertising channel. Every tactic will stop someday. Why?

If there is no higher strategic goal to guide all the tactics, you will easily be caught up in the whirlpool of your daily jobs. Running after the KPIs sometimes meaningless and finally you do not recognize whether your jobs actually contribute to the overall or not.

The ranking of keywords in this month also increases in comparison with the previous month, CPC is lower than 10%, Facebook page in this month has more 5,000 likes. Well, ... then what? May these data help the company sell more products? Not sure.

You can argue and say that's what your boss or your clients want. They want keywords to have higher rankings, CPC lower or more likes for the page. They wanted it and you give them what they want. But why did you ultimately ... hit a wall? Does your boss / clients still consider that your job performance is not good? Does the revenue of the company not increase? There is something wrong going on here. Well, that was the reason and also the issue, you are interested in the tactics but forget about the strategy and what its goal is. In fact, what the boss / clients want sometimes is not the right one or brings the actual benefits.

It does not mean that the tactics are not good because all of us are actually blabbermouths and cannot go anywhere without them. What I mean here is the tactics need to be led by something higher. The tactics must work together seamlessly and towards an ultimate goal of the strategy.

The strategy is essential for businesses to get rid of the reducing rules outlined above and step out of the cycle to go into a larger playing field.

The elements of a good strategy

These are the elements and simultaneously the questions I often ask to determine whether the strategy created by me is a good one or not:

These factors creating a good strategy

Clear goals: Does the strategy have a clear goal? Unclear goals can make your strategy useless, the tactics misled and lead to failure.

Multichannel: do you use multichannel for your strategy? A good strategy can not rely on just one channel or advertisement.

Far-reaching: Does my strategy have a profound impact on the development of the company? If your strategy does not influence much (ie its existence does not matter), what do you make a strategy for?

No barricade: Was this strategy hampered by the barricades in the company? The barricade here is the internal matter of the company such as technical limitations from Product department or noncooperation from the Sales department. A good strategy will not let such things take effect but it actually need to take these factors into account.

Difficult to change: Is this strategy easily influenced and changed? If the strategy is easily affected and changed, it is not a (good) strategy.

Create tactics: Are the tactics for each of your channels to serve the final strategic goal? It should be based on strategic goals to create the tactics, not set out the goals to be achieved after having a bunch of tactics. This is what I have said above about the tactics need to be led.

Factors and Indicators: did your strategy create a relationship between the ultimate goal and the success of each tactic? Monitor and evaluate their success factors in the KPIs.

After the self-questioning and self-answering all the questions above in a satisfactory manner, now you can expedite the implementation of your digital marketing strategy.

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