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Web Marketing Strategies: How to Develop Them in 7 Steps

In today's business, most marketing strategies take advantage of the opportunities offered by the digital world. Consumers and businesses are often online. Therefore, it is important to reach them and observe their behaviour by understanding where they spend most of their time. The sudden changes and continuous evolution of the web can be challenging to follow and can create a feeling of instability. In a company, many other aspects require time and concentration, and there is the risk of not being able to plan an effective and lasting strategy.

Before starting to design the strategy, it is essential to set the objectives that you intend to achieve. It sounds trivial, but often it isn't. In fact, to facilitate the definition process, it is recommended to use a specific method: the SMART method. This acronym contains five fundamental characteristics that should characterize each goal: specific, measurable, achievable, relevant and timed. The definition of web marketing strategies can be developed following seven main points which are provided by our experienced digital marketing company in Chhattisgarh. This, in turn, will be adapted and modified according to the characteristics of the individual business. First, however, it is necessary to specify two basic concepts that will be the protagonists of the paragraphs that follow: digital strategy and digital marketing campaign.

What Is The Digital Strategy? This term embodies the action plan aimed at achieving the objectives set by exploiting the tools made available by the digital world. Depending on each business's scope, web marketing strategies can include a variety of objectives and elements.

What Is A Digital Marketing Campaign? It is easy to confuse digital strategy with digital marketing campaigns. As previously specified, the first is a plan made up of various actions that make it possible to achieve the set objectives. On the other hand, the latter are the constitutive elements of the strategy that, if used appropriately, allow you to get closer to the final goal. One is the container, the others are the content. For example, with the aim of generating more contacts, you could decide to share a link on your social media accounts that refers to a page of the site. On this page, once a registration form has been completed, the user can download an e-book. The link-sharing action is a campaign that is contained in a strategy that aims to generate new leads.

7 Steps To Build Complete Web Marketing Strategies:

1) Build Your Own Personas For every marketing strategy - online and offline - you need to know your target audience. The best methods are developed based on personas. These represent their ideal buyers. They can be created by researching, analyzing and interviewing the target audience of your business. It should be noted that the information collected should be based as much as possible on real data. Making too many assumptions about your audience could lead to the creation of an inaccurate strategy. To get a complete and defined image of your personas, it is helpful to include in your search pool a combination of customers, prospects, and other people outside your contact list who align with your target audience. At this point, a question may spontaneously arise: what information needs to be gathered to create your own personas for an accurate strategy? This depends on the business, especially if it is B2B or B2C, or on the product's cost. The creation of personas is, however, based on some fundamental points:

Quantitative (or Demographic) Information

Geographic location: Tools such as Google Analytics allow you to know from which places the traffic on your site comes from.

Age: This can be particularly relevant for some activities. It is advisable to collect information regarding your customers' age or prospects to analyze the following trends.

Income: Although it is difficult to obtain information, some customers may provide it, perhaps during an interview (they will hardly specify it in an online contact collection form).

Training and employment path: This information allows you to know the background from which the customers come and is very useful for B2B companies.

Qualitative (or Psychographic) Information:

Goals: Depending on the need a product or service must satisfy, you might have an idea of what your person is looking for. In any case, you should solidify your assumptions by interacting with your customers, as well as with representatives from the sales and customer service departments.

Challenges: this point, like the previous one and those that will follow, is based on the interaction with its customers and internal departments within the company. In this case, a fruitful interview can provide a defined image that portrays the critical issues that customers face.

Hobbies and interests: It is important to know which are your target's favourite activities that align with the product offered. In this way, you can improve the communicative aspect and get in touch with them will become easier.

Priority: This information is useful for understanding what is important to customers in relation to their business. For example, for a B2B company that produces management software, knowing that the target audience prefers effective customer support rather than a service with a lower price can be very important information.

Gathering this information, creating more personas similar to each other and inserting them into the core of your strategy may be the correct choice.

2) Identify Your Goals And The Digital Marketing Tools To Use Your Digital Marketing Goals should be linked to the fundamental ones of your business. If you want to increase your sales by 10%, then your marketing goal might be to implement your contact list. Regardless of what the goal is, it is crucial to know how to measure it and to be able to do so. How to measure planned web marketing strategies' effectiveness can be different for each business and in close correlation with the set objectives. The metrics that are provided in the analysis phase may suggest some changes to be made to your strategy.

3) Carry Out An Evaluation Of Channels And Resources In The Digital Field Choosing which channels and resources to employ within the various web marketing strategies is useful: it will provide a clear overview. It will allow you to avoid unpleasant inconveniences. The structure of your own channels earned channels, and paid media can help you to categorize the most suitable tools to use.

Own channels (Owned Media) This item refers to the company's channels and of which it has full control (website, social profiles, blog contents, etc.).

Channels earned (Earned Media) In this case, we refer to the visibility obtained through the so-called word of mouth. Whether it's content that can be used on other sites, whether it's a customer review or sharing a post on social media, the money you earn is what you get as a result of your business, which makes you further value the brand.

Paid Media (Paid Media)

The name is self-explanatory. It is any medium or channel in which money is invested to attract one's personas' attention. It can include tools such as Google Adwords, social media campaigns, native advertising and other paid means that allow you to obtain greater visibility. It is advisable to list and categorize the various channels or media that you have available. Web marketing strategies can incorporate various elements belonging to the three categories. A practical example could be that of a landing page on the company website that aims to generate contacts. First of all, the original content will be created that will attract the attention of many people. In turn, they will share it via their personal social profiles. This is the contribution of the earned media category. As for the owned media, however, the same content can be posted, for example, on the company Facebook page. To further increase visibility, you can choose to sponsor the post, to allow even more users to view the post. Thanks to the increase in reach, you can get further contacts. In this example, it can be seen how the three categories of channels can be integrated. It is natural that, in the event that the two channels' performance was satisfactory, it is not mandatory to rely on a third party. It is important to first evaluate each goal's best solution and then choose which channels to incorporate.

4) Check And Plan The Use Of Owned Media Own channels are the heart of a business. Their quality is primarily determined by the content. Each advertisement, the site where the company mission is specified, product descriptions, blog articles, and social media posts are all to be considered content. The content helps to turn your website visitors into contacts and, subsequently, customers. It also helps improve online visibility and builds trust in the brand. Suppose you also carry out a content optimization activity. In that case, this can also lead to increased visits to the site from an organic search. Whatever your goal, the content will always be the protagonist and will be the main element that will make up the various web marketing strategies. Therefore, to develop an effective strategy, it will be decided in advance from which content it will be composed. Here are some points that could be effective during the strategic planning phase:

· Analyze the content already present: it is advisable to list the content present on the owned channels and classify it in relation to the objectives and according to previous marketing strategies' performance. The aim is to understand what performs best and what does not produce the desired results.

· Find the gaps in the content already created: if, for example, during the search, you realize that the personas of reference have interests in the functioning of a particular product and you do not have an ad hoc content already created, you can plan its creation and a possible distribution method (an e-book, a guide or an infographic).

· Create a content creation plan: based on what has been analyzed and on the various content gaps, a creation plan can be drawn up that can help achieve the objectives.

5) Control And Plan The Use Of Earned Media Evaluating the channels, you have earned in relation to your goals can provide guidance on how to act. In this regard, you can create a media ranking by ordering them from most to least efficient. For example, you might notice that an article published on a particular site has brought qualified traffic to your site or that LinkedIn has the most interactions with published content. This shows that, based on historical data, it is possible to identify what will allow us to get closer to the set objectives. In any case, trying a new channel or a new type of content should not be excluded from the start just because it has never been tested. If done wisely, opening up to previously unused channels can produce positive results.

6) Check And Plan The Use Of Paid Media This process is similar to the previous ones. It involves an in-depth analysis of each platform used previously (Adwords, Facebook, Twitter, etc.) to determine the one or those that will produce good results. For example, suppose a lot of budget is invested in Adwords, and there are no positive results. In that case, it is possible that you have to try a different approach or turn your attention to another platform. At the end of the analysis process, you should have a precise idea of which means to use to achieve a certain purpose and which ones to discard because they are not compatible with the web marketing strategies that are being planned.

7) Combine Every Single Aspect Research has been carried out, the planning phase has been completed, and we have a clear vision of what web marketing strategies will be. Now the next step is to integrate all the individual aspects together. As defined at the beginning of the article, the strategy includes a series of marketing actions that, based on the research results, will be undertaken to achieve a specific goal. It is therefore advisable to create a document in which the modus operandi will be indicated. Based on the type of business, a strategic guideline can also be drawn up that will cover the long term. By using this approach, a structured action plan can be created that is easy to understand and avoid unnecessary worry. The document that will contain the web marketing strategies will undoubtedly be unique. In fact, there isn't one that can fit all types of businesses. It should be remembered that the objective of the document is to list the actions that will be undertaken in a given period that will allow achieving the objectives set initially.

#Digital marketing #digital #marketing

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