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Building a successful brand is about more than creating an awesome product or service. You need an effective digital marketing strategy. If you really want to achieve success in business, this is pretty much a non-negotiable.
Of course, for those new to this concept, this may seem like a daunting and impossible task. And that is why today, I am going to break down a simple step-by-step process that beginners can use to start marketing their business online.
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Digital Marketing from Scratch
Set your goals
Before we even dive into building out your marketing strategy. You need to set some SMART goals. That means these goals must be Specific, Measurable, Attainable, Relevant, and Time-Bound.
An example of SMART goals in digital marketing are:
- Acquire 5,000 new customers through digital marketing ads this fiscal year.
- Increase revenue from my online courses by 30% no later than August 31.
Take your time with this step. Define what it is you really want to achieve in clear terms. Without clear goals, your digital marketing plan is doomed from the outset.
Define your audience
You need to know exactly who you are speaking to in your marketing. There is no product or service that is perfect for absolutely everyone. There is a specific set of consumers your product or service is for so speak directly to them.
Hang out in the places your target audience hangs out (both online and in-person). Look at your website and social analytics if available. Spend some time really getting to know these individuals, then build out your buyer persona. Here are some ideas for information you should gather.
- Hobbies & interests
- Employment status
- Religious affiliation
- Political affiliation
- Geographic location
- Current challenges
- What mediums do they use to obtain information?
- How do they prefer to receive their information?
You can dig as deep as you like to create your buyer persona. You will consult with this persona throughout the entire process of building your digital marketing strategy. Every bit of content you create is to add value to the life of this specific group of individuals.
Perform Competitor Analysis
Use your competitor’s marketing strategy to your advantage. You may not know where to even start with this step. But lucky for you, you can use this Competitive Research Toolkit to make this step a breeze. Even if you’re not sure who your competitors are yet, you can use this tool to help you out.
Using this information can help you determine where you need to focus your marketing efforts, which keywords to target, and more. You can unveil what it is your competitors are doing right as well as what they could do better. This is your opportunity to pull ahead.
Define Your Unique Selling Proposition
Once you’ve done your research on your competitors, it is time to set yourself apart. What is it that you are doing better? What is it that makes your company stand out from all the noise? This is your unique selling proposition.
Figure out what it is that makes your company unique and weave that into your marketing.
Set Your Budget
You may have a small budget, to begin with, but whatever you do, make sure you have a marketing budget! Yes, there are plenty of free marketing tools out there to get you started (like this free email marketing plan from ConvertKit). But you will find that there will be expenses (some big, some small) that pop up the deeper you dig into your digital marketing strategy.
We all have to start somewhere. So even if you’re budget is $50/month for marketing, it is better than nothing at all. Just make sure you have this budget mapped out before seeking out digital marketing tools and services.
Now for the fun stuff! It is time to start creating that content. You may choose to start with social media marketing, or maybe starting a blog or YouTube channel. Perhaps you are doing a mix of these items right out the gate.
Since you’ve done your competitior analysis, you should already have a pretty good idea of where you should be focusing your efforts at this point in time. But remember, you are focusing on creating value for your target audience. That is your main goal. And you need to share content in a form that fits the preference of your buyer persona.
If you’ve already determined that your target audience prefers video content, you should make an effort to consistently create high-value videos. You can share these videos on your social accounts and/or simply upload them on YouTube. You could even repurpose the content for a blog post on your website.
It’s about meeting your audience where they’re at. Of course, we all want to make money and be successful. But at the end of the day, if you’re not offering anything of value, you will never achieve the success you are looking for.
I hope this article helps you out as you construct your digital marketing strategy. Please feel free to leave any comments you may have in the comments below. Also, make sure you join the Tanzek Media mailing list below to receive more digital marketing tips and news straight to your inbox. Let’s grow!