When it comes to generating traffic, much is said about quality content, backlinks and other aspects of SEO. These steps are all critical. However, they will not reach their full potential performance if there is a strategic digital marketing work before all this. It seems obvious, right? But many people still ignore this stage of strategic analysis.
Currently there is much content online on how to generate traffic and make SEO, and a lot of people – the digital marketing field and also in other areas – consume these contents and out applying as if this were enough alone.
So to say that the mere fact of finding the ideal long tail keyword and know how to write good content is enough? In most cases, unfortunately not. And in that place to write wonderful content, some sites and blogs end up forgetting the player itself.
But what good is a wonderful content to your readers can not find it on the web? And if they find your post but have no interest in reading it? And if they read your post, it means you are more likely to buy your product, get in touch with you or come back to visit your site? And how to ensure that you are doing the maximum to minimize all these problems?
Calm. It is not that hard, and many managers are already doing this a long time. What you need to do is start treating your site and its pages as their own products.
Yes. Your site and its contents do not cease to be a product your, like any other product of your company. Therefore, it is essential to study the strategic, planning, implementation, and disclosure of this content in order to harvest and mainly measure good results later.
In this post we will talk specifically the part of Strategic Planning. Walk with us through all the necessary stages of the planning phase and learn why they are essential to the execution.
The first phase of digital strategic planning is to know your competition, know what is out there to understand what works and what does not work for your target audience.
The benchmarking analysis will be helpful for you to plan and do even better than the competition, or even look for a blue little space in this ocean of competitors, or seek or invent a place with no – or at least not so much – competition . This space may be a new and more innovative market, with better provision of services, better customer service, something that is more ahead of the competition, even though it is a very big challenge in the current online scene.
If you’re putting all this effort into building an online environment and build an audience, you probably have a clear goal of what you want to achieve with it. Your website or blog does not cease to be channels of communication, and know what the function of this channel, so that it exists, and what you expect from him is essential if your goal is well established.
And do not just know what this goal. We need to write it to maintain focus and discipline and, in some cases, unpacks it into some smaller goals – goals for the short, medium and long term, even if the long-term for you is 12 months. Only then, you will get to know if your site or blog is bringing results or not.
What is the ultimate goal of your website or blog? You sell an item? You get more contact forms? It is creating brand awareness? Do not forget to specify it as much as possible.
If your goal is to improve brand awareness, specify what exactly is brand awareness that you want to create. You may already have this part of the study performed. You can build on the institutional strategy of your company and brand awareness already acquired by your audience already consumes in stores or in the offline world in general.
Remember that everything you do on the site will be planned in order to lead to the achievement of this objective.
Now that you know what your competitors are doing and what is your goal, we left for the third step of the digital marketing planning, which is to define who is the persona you want to achieve.
The persona is a kind of fictional character that could represent a real consumer to your website or blog. If you have a study of segmentation and positioning your company, it will be very useful at this time. The intention here is to create individuals who call “personas” that represent your target market. Usually it creates between 3-5 different personas.
The ultimate goal of this phase is to understand in depth the characteristics of these individuals, their lifestyle and their personal motivations, so we can talk to them in the most appropriate and personalized manner. Try to understand the pain of persona, your needs, desires and lifestyle. Think about how that person acts and feels to go through the different stages of the marketing conversion funnel. You will use this study to structure your content in the future.
But how to define the persona? We recommend a thorough study of how to build these personas, but we leave here some topics that can not be missing at the time of this study.
1 – Set a name for the persona, age, marital status, city of residence and other demographic data
2 – Try to put yourself in that person and respond: what is the purpose of this life persona? What are the values? What are the hobbies and activities that she practices? What are the fears and concerns? As she sees herself in the future? What is your lifestyle?
3 – Define what are the needs and problems of this persona to go through the following stages of the decision-making process:
problem of discovery,
search for solutions,
Final decision for her problem solution.
4 – If your persona is a decision-maker or influencer B2B: try to understand what are the main problems that she faces at work, what are the challenges of the post it? Cost savings? It increased productivity? What would make her happy with the work? What would make a compliment?
It is important to be well close your persona to be able to plan content with all the empathy and sympathy towards her. Maria Fernanda Mollo wrote a useful content about personas, which is worth reading: Buyer Personas – Establishing Importance Personas for Digital Marketing Strategies
To identify if you are managing to achieve your goal or not, you need to define very well what are the metrics to be used and the goals to be achieved.
For example, if your goal is related to disclosure of brand, its intention is to expose the site to the greatest number of people within your target market. Your metrics will involve, among other items: the number of visits, unique sessions, time spent on page, number of pages viewed per session, number of returning users, and interaction metrics like comments, subscriptions, among others.
If your goal is to generate budget requests, in addition to the metrics mentioned above, you must add the following metrics: number of budget forms received, website conversion rate.
As for the sales target, also add: ROI, Profit, other metrics may involve: average ticket cost per product, volume of products sold, among others.
We will not go into detail about metrics, it is an extensive topic that deserves a post all to himself.
One of the main questions from beginners in digital marketing is how to set goals that are realistic.
How to know if the value set for the target would be too high as to be unattainable, or too low as to be useless?
To establish digital quality goals, you should turn again to their benchmarking analysis. This will help you set achievable goals based on real numbers of your market and competition. Some of the main references are: sites access volume of its competitors, volume of internet searches for what you sell or offer as a service. From these data, establish a pairing your result with the competitor, if your competitor is in the air for three years and has 100,000 hits per month, what would be your target access to the end of the first year? Think about it considering the peculiarities of your industry.
In some cases, the market is so innovative that it is not possible to take the data from an existing market as a base. So if you do not have direct competitors, you will have to wait to be based on its own data. Start the digital actions and start creating a history. This is a time that requires a bit of patience because you hardly get good data to define the KPIs before completing the first 3 months of action. This will help you understand the behavior of their actions and guide the creation of goals that are appropriate and achievable.
You can also use the updated market data that can be used to have a base in this initial phase. We only recommend to carefully check the accuracy of data and is based on reliable sources. It is worth mentioning the importance of always we base it on evidence that goal-setting phase, because the uncertainties for new businesses, as well as the variables that can interfere, already make predictions somewhat abstract before we get the first real numbers ours, and we must keep our personal expectations and make the influencing or too low high goals.
Now yes. The digital marketing strategic planning is already well underway.
We already know what is in the current market, what are the objectives we want to achieve, who are the personas with whom we talk, the metrics we should consider and the goals that we pursue.
Time to get to work and spend all this planning for the digital marketing sector of your company or for your agency . This strategy will guide all your online actions, such as the structure of your site, the agenda of your blog, presenting their products, distribution channels to be used, language to be used to talk to your persona, among many other actions.
The Notopo makes an in – depth strategic study before starting any project. Schedule a conversation with us by clicking here to see our working method focused on results.