As marketing has evolved, the shift towards digital has been inevitable. An increase in internet users (from 83% of Canadians in 2012 to 91% in March 2019) reinforces the importance of a strong online presence for any brand aimed at generating leads in 2020. As the world navigates through quarantine and remote work, people will be online even more frequently.
Breaking into digital marketing can be intimidating with a steep learning curve, challenging new lingo, and a seemingly endless number of tools and tactics. Without a thoughtful approach, you might do more harm than good. Now, more than ever, you need to think critically about what your strategy should look like.
There are other factors you should also consider. Things like your sector, company size, and audience should all play a part in crafting your digital strategy. Whether your team includes many people with ample resources or one person with very few, what’s most important is that you find the right mix of channels to suit the specific needs of your audience.
Here are 3 practical steps to help get you started:
1. Upgrade your digital assets
Digital assets are the materials that you use to market, promote, and operate your brand online. These can include images, video, audio, and text. Anywhere your company name and logo exist should have the same consistent approach. A great place to start would be to look at your peers. What sort of branding are they using? Note good and bad examples to inform your next decision.
It may be a bit difficult to notice those who do this well, but it’s very easy to spot those who don’t.
2. Use multiple channels, and choose them carefully
The best marketing strategy is one that uses multiple channels to reach an audience. Examples are social media, email, blogging, and paid advertising. Each has its own positives and negatives. A simple start is to research and choose those that suit the current means of your organization. Start with the most sensible choices and grow from there.
A common mistake is overextending by taking on too much, which ultimately harms the brand. Start by evaluating the resources available to ensure you have adequate support for each channel.
For example, picture a Facebook or LinkedIn page that sits empty with no content updates and incomplete information. Not only is it generating very little engagement, those who search and visit the page get a negative impression of your brand. The required resources here would include a steady stream of content, a content management system, and a staff member properly trained and interested in the work.
3. Review and assess your channels regularly
The development of a marketing strategy is rarely linear. As such, it’s important to allocate time to reviewing and assessing progress. A regular marketing meeting is a good way to start. Ask your team: what’s working well and what isn’t? What are some reasonable milestones to hit? This kind of activity will ensure you make steady progress with minimal financial risk.
Lastly, sometimes you have to be cutthroat. If something isn’t working – scrap it. Don’t invest time anywhere that doesn’t provide meaningful results.
These three tactics are a good way to adopt a strategic perspective in your marketing. If you’re interested in discussing further, you can reach out to me at dmcmichael@localhost.
