How to create a digital marketing strategy

The Six Step Guide to Getting Your Digital Marketing Back on Track

There are three parts that make up every strategy:

  1. Current Status: Assess what the problem is and how the problem is impacting your current situation;
  2. Opportunities: Decide on some guiding principles, the limits and constraints, that will support you in solving the problem; and
  3. Action Items: Create the targeted actions that you’ll need to put in place to solve targeted actions that are necessary to accomplish solving the problem(s).

The following 6 steps will help you find the weakest point(s) of your business that you should focus on.

A marketing strategy no longer applies across definitive periods of time. Remember when your Marketing Plan was for a whole year? You need to be agile and flexible.

1. Awareness – How many people do you reach?

You might identify affordable digital marketing opportunities to raise awareness of your product/service offering(s) with potential customers who may not be actively searching for your product/service. They won’t be aware of your business or brand.

Current Status

What ‘Awareness’ activities do you currently undertake both online and offline?

Opportunities

What’s your list of Awareness opportunities that you could progress in your marketing strategy? Some ideas to get you started:

  • Article writing and posting on third-party websites
  • Paid Search advertising campaigns
  • Social Media posts

Action Items

‘Awareness’ activities are often of lower priority to early-stage digital businesses. It’s often (but not necessarily) more expensive to pursue and harder to define an measure. However, as your ‘Acquisition’ and ‘Activation’ improve, there’s potentially a higher return from undertaking some form of  ‘Awareness’ campaigns.

2. Acquisition – How many people visit your website?

Purpose
The activity of increasing website traffic can help deliver more potential customers into the marketing funnel.
Current Status
Organic Search
As a ‘rule of thumb’, for a well-optimised website (using Search Engine Optimisation), more than 70% of organic website visitors, the first time they visit a website, could be landing on a page OTHER THAN the home page. At present, for ravitinsights.com.au, this value sits at around 19%.
The website attracts around 36 New Users from organic search each month.
Direct
There are approximately 48 new website visitors per month who go ‘direct’ to the website (usually from typing the domain name into a browser).
Social and Referral
Referrals might include Social Media traffic or clicks to the website from third-party websites. Currently there are around 16 referred and Social website visitors per month.
Paid Search
There have been no (recent) paid search or Social Media ad campaigns.
Email
There have been no website visits from emails.
Opportunities
The absence of goal and conversion data is problematic for defining an optimal strategy for increasing website traffic. However, the order of priorities is likely to be:
Improve organic search engine rankings with SEO;
Test the impact of targeted news articles posted to third-party websites;
Implement and monitor Paid Search advertising to ‘bump up’ search visibility for high-volume and or targeted niche keyword phrases that are ranking outside the top 10 (until organic search results improve);
Review email marketing, start building/increasing email subscribers and using in a more-targeted manner; and/or
Increase and moderate Social Media user activity and test/implement strategies that result in website traffic (and goal conversions).
Action Items
Search Engine Optimisation (SEO)
Technical SEO to fix technical issues that currently hinder the website’s ‘Google-friendliness’.
Keyword analysis to identify the keyword phrases that are both relevant and of high search volume, and then on-page SEO to include the identified keywords in the website content.
Review of existing inbound links for ‘toxicity’, and any that might be improved (or blacklisted).
Implement an ongoing link building strategy.
Implement an ongoing content-creation strategy to support the findings of the keyword analysis i.e. relevant content with high search volume potential.
Paid Search
Create and manage a (minimal) Google Ads campaign to supplement organic search where rankings for relevant keywords are yet to appear on page 1 of the search engine.
Email
Implement ‘journeys’ for email recipients with a view to increasing sales conversions (revenue).
Social Media
Increase Social Media activity and the number of followers. A/B test Social Media posts and content with the aim of directly increasing website ‘Activations’. These new subscribers can then be followed up using email marketing.

3. Activation – How many people take the first important step?

Purpose
Identify a set of clearly defined, quantifiable goals for which conversions are capable of being tracked and are in line with the objectives of the business. These goals should ‘activate’ a website visitor and most likely, result in obtaining an additional email address.
Current Status
A ‘Spreadsheet Downloads’ Goal was set up in Google Analytics on 8th Jan. 2021 which tracks all downloads from the website.
To date, there is an average of 16 downloads per month, originating as either Direct traffic, or from Google search, LinkedIn, or referrals from https://www.standardledger.co/covid19-accounting-and-jobkeeper-service/ (a page which no longer exists).
Opportunities
Based on existing website content:
Obtain email addresses of potential customers (via download an MS Excel spreadsheet or similar), not limited to:
FM-Simple-Cash-Flow-Scenario-Planning-V10.11.1.3.xlsx
M-F-6-Simple-Brokerage-Model-V10.11.1.27.xlsx
FM-Cash-Flow-Scenario-Planning-V10.11.3.4.xlsx
Submit Enquiry Form https://www.ravitinsights.com.au/#contact
Sign up for Newsletter at https://www.ravitinsights.com.au/newsletter/
Purchase a packaged service
Using additional website content, further Activation opportunities might include:
Additional datasheet downloads
Purchase a ‘mini’ service i.e. with lower setup and monthly fees
Register for an online training course
Action Items
Implement a spreadsheet download form that captures the email address and adds the website visitor to the email marketing journey.
Implement email journeys on all other register/submit forms.
Implement and test tracking of conversion data.

4. Revenue – How many people start paying? And how much do they pay?

Purpose
Conversion of an ‘Activated’ website visitor to a customer, where revenue is generated.
Current Status
There is currently no automated pathway for online purchase. The proposed products are:

Package 1
Package 2
Package 3
Historical &
Forecast
Consolidated
Historical &
Forecast
Consolidated
Historical (Data)
+
Consolidated
Forecast
1 entity
up to 5 entities
5+ entities
$3,000
upfront
$5,000
upfront
$8,000
upfront
(5 entities inc.)
Additional entities $350 each
Management fees
$300/m
Management fees
$250 per entity/m
Management fees
$450/m
(5 entities inc)
+ Additional entities $10 each/m

Opportunities
The Packages listed above are based on ‘best case scenarios’. They may be modified to maximise conversions at a later date, when statistical data becomes available.
Action Items
Search Engine Optimisation (SEO)
Implement online purchase and tracking capabilities within the website for the Package options.

5. Retention – How many people come back for a second/third/tenth time?

Purpose
To encourage existing customers to renew and/or upgrade their subscription.
Current Status
There is insufficient data currently available to assess performance metrics of retention programs.
Opportunities
Monthly automated subscriptions/payments
Annual automated (discounted) subscriptions/payments
Special offers and service upgrade options
Action Items
Investigate and implement payment automation
Integrate ongoing email communications e.g. ‘tips and tricks’ as part of a service subscription
Test various ‘special offers’ for their effectiveness in encouraging re-subscriptions or subscription upgrades

6. Referral – How many people refer friends to your business?

Purpose
To encourage existing customers to refer the service to other potential customers.
Current Status
There are currently no referral strategies in place.
Opportunities
Offer a discount or ‘credit’ on existing services if a customer successfully refers a new customer
Wider distribution of the downloadable spreadsheets – develop a strategy for encouraging anyone who downloads a spreadsheet to share the service with their own contacts
Action Items
Yet to be determined.