The Final Information to Marketing Methods & Tips on how to Enhance Your Digital Presence


Would it not be right to imagine a significant a part of your advertising and marketing technique at the moment is digital? In all probability.

Customers and companies alike are virtually all the time on-line and on the go – and also you need to have the ability to attain them and observe their conduct the place they spend their time.

→ Download Now: Free Marketing Plan Template

However while you’re rising a enterprise, this ever-changing digital panorama can shortly change into an awesome one. With quite a few different obligations and duties that you’ll want to do, how will you additionally effectively create, fine-tune, and preserve an agile digital marketing technique?

We have put collectively this information about advertising and marketing methods that will help you enhance your digital presence and develop higher.

When you’re a small enterprise and also you’re uncertain the right way to jumpstart your technique, this digital advertising and marketing technique template will assist you get there. It contains actionable ideas and templates to set you up for fulfillment.

Now again to this — are you confused concerning the distinction between a advertising and marketing technique and advertising and marketing ways? We cowl that beneath.

Marketing or not, there are three parts of any strategy:

    1. A prognosis of your problem
    2. A guiding coverage for coping with the problem
    3. A set of focused actions which are needed to perform the coverage

Relying on the dimensions of your enterprise, your advertising and marketing technique could embrace a number of shifting components, every with totally different targets. With that stated, working in your technique can change into daunting at occasions.

So, for those who’re ever feeling overwhelmed about your advertising and marketing technique, refer to those three steps to maintain you targeted on reaching your aims.

Now, let’s take a look at digital advertising and marketing technique.

A powerful digital advertising and marketing technique helps your enterprise obtain particular digital targets via fastidiously chosen mediums. Much like advertising and marketing methods versus marketing tactics, “digital advertising and marketing technique” and “digital advertising and marketing marketing campaign” are additionally typically interchanged. So, how do they differ?

We cowl that within the following sections.

What’s a digital advertising and marketing marketing campaign?

Digital advertising and marketing campaigns are the constructing blocks and actions inside your digital advertising and marketing technique that transfer you towards a particular finish objective.

As an illustration, if the overarching objective of your digital advertising and marketing technique is to generate extra leads via social media, you would possibly run a digital advertising and marketing marketing campaign on Twitter. You could share a few of your enterprise’s best-performing gated content material on Twitter to generate extra leads via the channel.

1. Construct your purchaser personas.

For any advertising and marketing technique – digital or not – you’ll want to know who you are advertising and marketing to. One of the best digital advertising and marketing methods are constructed upon detailed purchaser personas, and your first step is to create them.

Organize your audience segments and make your marketing stronger with templates to build your buyer personas.

hubspot buyer persona templatePurchaser personas signify your ideally suited buyer(s) and might be created by researching, surveying, and interviewing your enterprise’s target market.

It is essential to notice that this data must be primarily based upon actual knowledge each time potential, as making assumptions about your viewers may cause your advertising and marketing technique to maneuver within the fallacious route.

To get a rounded image of your persona, your analysis pool ought to embrace a combination of consumers, prospects, and folks exterior your contacts database who align together with your target market.

However what sort of data do you have to collect in your personal purchaser persona(s) to tell your digital advertising and marketing technique?

That relies on your enterprise — it is more likely to differ relying on whether or not you are B2B or B2C, or whether or not you promote a high-cost or low-cost product.

Listed here are some beginning factors that you would be able to fine-tune and tailor to your explicit enterprise.

Quantitative and Demographic Info

  • Location: Use web analytics tools to simply determine what location your web site visitors is coming from.
  • Age: Relying on your enterprise, this will likely or might not be related data. However whether it is, it is best to collect this knowledge by figuring out traits in your present prospect and contact database.
  • Earnings: It is best to collect delicate data like private revenue via persona analysis interviews, as folks is likely to be unwilling to share these particulars through on-line types.
  • Job Title: That is one thing you may get a tough concept of out of your present buyer base and is most related for B2B firms.

Qualitative and Psychographic Info

  • Objectives: Relying on what problem your services or products solves, you could have already got a good suggestion of the targets of your purchaser persona. Cement your assumptions by chatting with actual prospects and inner gross sales and customer support reps.
  • Challenges: Communicate to prospects, gross sales and customer support reps, and every other customer-facing workers to get an concept of the frequent challenges your viewers members face.
  • Hobbies/Pursuits: Ask prospects and people who align together with your target market about their hobbies and pursuits. When you’re a style model, for instance, it is useful to know if massive segments of your viewers are additionally excited by health and well-being to tell future content material and partnerships.
  • Priorities: Discuss to prospects and target market members to seek out out what’s most essential to them in relation to your enterprise. For instance, for those who’re a B2B software program firm, figuring out your viewers values buyer help over a aggressive worth level may be very helpful data.

By combining all of those particulars, you can create purchaser personas which are correct and extremely helpful for your enterprise.

2. Establish your targets and the digital advertising and marketing instruments you will want.

Your advertising and marketing targets ought to all the time be tied again to the elemental targets of your enterprise.

For instance, if your enterprise’s objective is to extend on-line income by 20%, your advertising and marketing workforce’s objective is likely to be to generate 50% extra leads through the web site than the earlier yr to contribute to that success.

Use a high-level marketing plan template to outline your annual marketing strategy, identify top priorities, and more.

marketing-strategy-template-free

Download the Template

No matter your overarching digital marketing objective is, you could have the ability to measure the success of your technique alongside the way in which with the suitable digital advertising and marketing instruments.

As an illustration, the Reporting Dashboard in HubSpot brings your entire advertising and marketing and gross sales knowledge into one place, so you may shortly decide what works and what would not to enhance your technique for the long run.

3. Consider your present digital channels and belongings.

When reviewing your present digital advertising and marketing channels and belongings to find out what to include in your technique, it is useful to first contemplate the massive image — it will stop you from feeling overwhelmed or confused.

Collect what you have got, and categorize every automobile or asset in a spreadsheet, so you have got a transparent image of your present owned, earned, and paid media.

Owned, Earned, Paid Media Framework

To do that successfully, use the owned, earned, and paid media framework to categorize the digital “automobiles,” belongings, or channels you are already utilizing and determine what’s a superb match in your technique.

Owned Media

This refers back to the digital belongings your model or firm owns — whether or not that is your web site, social media profiles, weblog content material, or imagery. Owned channels are what your enterprise has full management over.

This will additionally embrace some off-site content material you personal that is not hosted in your web site (e.g. a weblog you publish on Medium).

Earned Media

Earned media refers back to the publicity you earn via word-of-mouth advertising and marketing. Whether or not that is content material you’ve got distributed on different web sites (e.g. visitor posts), PR work you’ve got been doing, or the client expertise you’ve got delivered. Earned media is the popularity you obtain because of these efforts.

You may earn media by getting press mentions and constructive critiques in addition to by folks sharing your content material through their networks (e.g. social media channels).

Paid Media

Paid media refers to any automobile or channel you spend cash on to be a focus for your purchaser personas.

This contains issues like Google AdWords, paid social media posts, native promoting (e.g. sponsored posts on different web sites), or every other medium via which you pay in alternate for elevated visibility.

Since you have got a greater grasp of what this framework entails, let’s take a look at an instance.

Say you have got an owned piece of content material on a touchdown web page in your web site that is been created that will help you generate leads. you wish to incorporate totally different components of the framework slightly than simply working with owned, earned, or paid media alone.

To amplify the variety of leads the content material generates, you make an effort to make sure it is shareable so your viewers can distribute it through their social media profiles. In return, it will improve visitors to your touchdown web page. That is the earned media element.

To help your content material’s success, you would possibly put up concerning the content material in your Fb web page and pay to have it seen by extra folks in your target market.

That is how the three components of the framework are in a position to work collectively — though, it is not needed for fulfillment. As an illustration, in case your owned and earned media are already each profitable, you may not have to spend money on paid. So, consider the very best resolution that will help you meet your objective, after which incorporate the channels that work finest for your enterprise into your digital advertising and marketing technique.

Now what’s already getting used, you can begin to consider what to maintain and what to chop.

Keep track of your paid media efforts with this free Paid Media Template.

hubspot paid media template

Download the Template

4. Audit and plan your owned media campaigns.

On the coronary heart of digital advertising and marketing is owned media — and it virtually all the time comes within the type of content material. That is as a result of practically each message your model broadcasts might be labeled as content material, whether or not it is an About Us web site web page, product descriptions, weblog posts, ebooks, infographics, podcasts, or social media posts.

Content material helps convert your web site guests into leads and prospects whereas enhancing your model’s on-line presence. And when this content is search engine optimized (search engine optimization), it may possibly increase your search and natural visitors.

No matter your digital advertising and marketing technique objective is, you will wish to incorporate owned content material. To begin, determine what content material will assist you attain your targets.

In case your objective is to generate 50% extra leads through the web site than final yr, your About Us web page is most probably not going to be included in your technique, except that web page has by some means been a lead-generation machine up to now.

Here is a quick course of you may comply with to work out what owned content material you’ll want to meet your digital advertising and marketing technique targets.

Audit your present content material.

Make an inventory of your present owned content material, and rank every merchandise in accordance with what has beforehand carried out finest in relation to your present targets.

For instance, in case your objective is lead era, rank your content material in accordance with which items generated essentially the most leads over the past yr (comparable to a weblog put up, e-book, or web site web page).

The thought right here is to determine what’s at present working, and what’s not as a way to set your self up for fulfillment when planning future content material.

Establish gaps in your present content material.

Based mostly in your purchaser personas, determine any gaps within the content material you have got.

For instance, for those who’re a math tutoring firm and know via analysis {that a} main problem in your personas is discovering efficient methods to check, create some.

By taking a look at your content material audit, you would possibly uncover that ebooks hosted on a sure sort of touchdown web page convert very well (higher than webinars, for instance).

Within the case of this math tutoring firm, you would possibly make the choice so as to add an e-book about “the right way to make finding out more practical” to your content material creation plans.

Create a content material creation plan.

Based mostly in your findings and the gaps you’ve got recognized, make a content material creation plan outlining the content material that is needed that will help you hit your targets.

This could embrace:

  • A title
  • Format
  • A objective
  • Promotional channels
  • Why you are creating the content material
  • The precedence stage of the content material

This generally is a easy spreadsheet, and also needs to embrace finances data for those who’re planning to outsource the content material creation, or a time estimate for those who’re producing it your self.

5. Audit and plan your earned media campaigns.

Evaluating your earlier earned media towards your present targets may also help you get an concept of the place to focus your time. Have a look at the place your visitors and leads are coming from (if that is your objective) and rank every earned media supply from simplest to least efficient.

You may receive this data utilizing instruments just like the Sources reports in HubSpot’s Site visitors Analytics instrument.

hubspot traffic analytics tool

You could discover a explicit article you contributed to the trade press drove a whole lot of certified visitors to your web site, which boosted conversions. Or, you could uncover LinkedIn is the place you see most individuals sharing content material, which will increase visitors.

The thought is to construct an image of what sorts of earned media will assist you attain your targets (and what will not) primarily based on historic knowledge. Nonetheless, if there’s one thing new you wish to experiment with, do not rule it out simply because it is by no means been performed earlier than.

6. Audit and plan your paid media campaigns.

This course of entails a lot of the identical course of: It is advisable consider your present paid media throughout every platform (e.g. Google AdWords, Fb, Twitter, and many others.) to determine what’s most probably that will help you meet your present targets.

When you’ve spent some huge cash on AdWords and have not seen the outcomes you’d hoped for, perhaps it is time to refine your strategy, or scrap it altogether and deal with one other platform that appears to be yielding higher outcomes.

Use this free guide for more on how to leverage AdWords for your digital marketing strategy.

By the top of the method, you must have a transparent concept of which paid media platforms you wish to proceed utilizing, and which (if any) you’d prefer to take away out of your technique.

7. Carry your digital advertising and marketing marketing campaign collectively.

You have performed the planning and the analysis, and also you now have a stable imaginative and prescient of the weather that may make up your digital advertising and marketing technique.

To assessment, this is what you must have solidified to this point:

  • Clear profile(s) of your purchaser persona(s)
  • A number of digital marketing-specific targets
  • A listing of your present owned, earned, and paid media
  • An audit of your present owned, earned, and paid media
  • An owned content material creation plan or want checklist

To offer a greater understanding of what digital methods entail, try the next checklist of primary advertising and marketing methods generally utilized by groups throughout a spread of industries.

Digital Marketing Methods

1. Publish a weblog.

Running a blog is without doubt one of the major methods you may market your enterprise digitally. Whereas a couple of dissenting voices declare that running a blog is “a massive waste of your time,” it’s nonetheless a significant play for companies that wish to appeal to prospects who’re genuinely excited by their services.

Why? As a result of well-written, well-researched blog posts typically reply an pressing want for a possible buyer. As an illustration, HubSpot sells marketing software, and our customers are usually advertising and marketing professionals who create plans, campaigns, and editorial calendars for his or her employers. For that motive, the matters on our blog immediately handle these wants:

digital marketing strategy example: bloggingDon’t weblog simply because; weblog with the intent to unravel for the client. To successfully achieve this, it’s essential to know your target audience and their pain points. That manner, you may write extremely focused content material that’s genuinely useful for readers.

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2. Promote on particular platforms (e.g. Google Advertisements, Fb Advertisements, or Instagram Advertisements).

An natural running a blog technique is just a portion of the story. It’s simply as essential to implement non-organic performs, comparable to paid promoting. Not solely will this assist you drive extra model consciousness, it would additionally assist you attain audiences who can’t discover your enterprise organically but.

This is a crucial technique to implement while you’re nonetheless rising your weblog and never but getting as a lot visitors as you need. There are a couple of sorts of promoting you must contemplate including to your digital technique:

Practically each platform has an possibility so that you can promote — both via a show community (comparable to Google’s) or via its built-in advert system (comparable to Instagram’s, Fb’s, and LinkedIn’s self-serve promoting portal).

Right here’s one instance of an ad on LinkedIn:

digital marketing strategy example: linkedin ad

The good thing about promoting is that it’s not depending on a content material or search engine optimization technique. You merely want to jot down a couple of strains of copy, determine on imagery, and launch your promoting campaigns. To make sure that your campaigns are a hit, you’ll wish to create an advertising plan that outlines who you’re focusing on, which channels you’ll be utilizing, and the way a lot you intend to spend.

We advocate downloading the next template to create your plan.

Featured Useful resource: Advertising Plan Template

digital marketing strategy resource: advertising plan templateDownload this Advertising Planning Kit

3. Supply free instructional sources.

Your digital advertising and marketing efforts don’t cease while you get folks to go to your web site or click on in your advertisements. You additionally want to supply them further worth in alternate for his or her e-mail. Whereas the gated content is free, customers “pay” with their contact data. This follow known as lead generation, and it’s important if you’d like the chance to nurture guests into eventual prospects.

To supply free sources, you’ll create a touchdown web page that provides a single instructional useful resource: an e-book, a information, a template, or a package. Take into consideration what your prospects want of their day-to-day to do their jobs efficiently. Create a useful resource that may assist them just do that. Right here’s an example from HubSpot:

digital marketing strategy example: landing page for ebook

Comply with landing page best practices to make sure the customer is pushed to obtain the useful resource free of charge. Restrict the usage of navigation menus, take away extraneous data, and take away buttons and hyperlinks that lead out of the touchdown web page. Their solely possibility must be to obtain the academic content material.

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4. Search engine optimize your digital content material.

SEO is without doubt one of the most essential performs you can also make in your digital technique. It can assist you rank for key phrases associated to your merchandise and get extra eyes in your weblog content material, in addition to your instructional provides.

In case your product pages aren’t incomes visitors, search engine optimization is your finest wager to get these pages in entrance of those that are trying to find these services. To make sure that your content material engages and converts customers, it’s essential to spend money on an on-page SEO strategy.

Undecided the right way to get began? Obtain our starter pack beneath.

Featured Useful resource: SEO Starter Pack digital marketing strategy resource: seo starter packDownload Your Free SEO Pack

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5. Create an internet giveaway and/ or contest.

digital marketing strategy example: giveaway on instagram

Image Source

Giveaways and contests are one other solution to generate model consciousness on-line and increase your digital technique. In alternate for a free product, you’ll get lots of, if not hundreds, of latest followers and leads who might be nurtured to change into prospects.

This technique is specifically helpful for those who promote a shopper product or for those who present a service with bodily deliverables. As an illustration, a magnificence model would possibly select to offer away magnificence merchandise, whereas a photographer would possibly select to offer away a free portrait session. Companies which may not profit from this technique embrace B2B companies or producers — although you may actually spin it to serve your wants, like together with one free field of product for the primary prospects to join your mailing checklist. That’s one potential instance.

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6. Manage a webinar.

When you don’t really feel like a contest is a proper match for your enterprise, then webinars are the subsequent best option — particularly for those who’re a B2B firm. They’re important for educating the general public about your services, in addition to giving leads a chance to listen to about your choices straight from an organization consultant. That manner, they’ll ask questions and get solutions in actual time.

digital marketing strategy example: webinar library

Image Source

Promote an advanced product? Then contemplate making a devoted webinar web page in your web site, the place you checklist each upcoming and previous webinars. Your prospects will have the ability to entry instructional content material that advantages them, and prospects will have the ability to be taught extra about your merchandise in a extra interactive format than a easy weblog put up or case research.

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7. Produce a podcast.

Audio advertising and marketing has been on the rise — all you need to do is take a look at the methods Clubhouse and Twitter Spaces have gone head-to-head to earn market share. Whereas platforms comparable to Clubhouse are different from podcasting, the thought is similar: You get to teach and interact an viewers whereas they’re on the go. All they want is a tool that performs audio.

For inspiration, try the HubSpot Podcast Network:

digital marketing strategy example: hubspot podcast network

Podcasts can change into a vital aspect in your digital technique, permitting you to succeed in folks on platforms apart from search engines like google and yahoo and social media channels. Plus, it’s a way more unplanned, pure medium — although in fact you must plan every episode fastidiously and make sure you’re delivering content material that truly serves your readership.

Featured Useful resource: How to Start a Podcast digital marketing strategy resource: how to start a podcast guideDownload Your Free Guide

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8. Create an e-mail advertising and marketing marketing campaign.

Email advertising and marketing is without doubt one of the most essential digital methods you may implement at the moment. It provides you loads of alternatives to nurture prospects who’re extremely excited by your merchandise. In spite of everything, you wouldn’t be subscribed to a publication of a model that doesn’t curiosity you, and a enterprise isn’t imagined to e-mail prospects who haven’t signed as much as its mailing checklist, anyway. Not except it needs to threat diminishing email deliverability.

You may earn subscribers via your weblog, via contests, and even via webinars. Any time somebody provides you their e-mail — and each time they provide consent to obtain communication from you — you have got full permission to focus on them with an e-mail advertising and marketing marketing campaign.

Featured Useful resource: Email Marketing Planning Templatedigital marketing strategy resource: email marketing templateDownload Your Free Template

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Now it is time to deliver all of this collectively to kind a cohesive advertising and marketing technique doc. Your technique doc ought to map out the sequence of actions you are going to take to realize your targets, primarily based in your analysis up so far.

Let’s focus on how our digital technique template may also help.

Digital Marketing Technique Template

Whereas a spreadsheet might be an environment friendly format for mapping your digital advertising and marketing technique, that strategy can shortly change into messy and overwhelming.

To plan your technique for the long-term – usually between six to 12 months out, you want a dependable digital advertising and marketing technique doc. However, the place to begin? With our free digital advertising and marketing plan template.

This template will stroll you thru your enterprise abstract and initiatives, assist you construct your goal market and competitor data, and flesh out your advertising and marketing technique — together with your finances and particular channels and metrics.

hubspot business plan template for marketing strategy

Use this digital strategy template to construct out your annual digital advertising and marketing technique and ways. By planning out these yearly plans, you may overlay when you and your workforce might be executing every motion. For instance:

  • In January, you will begin a weblog that might be frequently up to date as soon as every week, for your entire yr.
  • In March, you will launch a brand new e-book, accompanied by paid promotion.
  • In July, you will put together in your largest enterprise month — what do you hope to have noticed at this level that may affect the content material you produce to help it?
  • In September, you will deal with earned media within the type of PR to drive further visitors through the run-up.

This strategy supplies a structured timeline in your exercise which is able to assist talk plans amongst colleagues.

Lastly, listed here are some examples of digital advertising and marketing campaigns and their methods to encourage you.

1. Béis: Paid Advert

Journey accent model, Béis, not too long ago launched a social media marketing campaign to announce function updates to one in all its merchandise. And so they did it in one of the best ways: by exhibiting as a substitute of telling.

digital marketing strategy example: beis

In a 34-second clip, the model confirmed how their product carried out earlier than and the way it performs now following some modifications to the fabric.

It is a implausible marketing campaign because it not solely highlights an enchancment on a product however it additionally reveals prospects that the model is consistently iterating and enhancing. Secondly, they ensure to incorporate captions within the video to make sure that it is accessible with out sound.

2. Omsom: Social Media

Asian meals model Omsom leverages its TikTok profile to share behind-the-scenes content material, recipes, and culturally related content material.

In a current video, the model’s co-founder shared the way it sources one in all its key substances and the way they selected the harder path to protect the integrity of the meals.

@weareomsom

this is why we select to make our lives more durable as meals founders! #business #sourcing

♬ original sound – Omsom

Here is what Omsom did proper: They highlighted their model’s values whereas nonetheless constructing pleasure across the product.

Sharing behind-the-scenes content material is an effective way to attach together with your viewers and share particulars that may concurrently spotlight your mission and/or values.

3. The General: Paid Promoting

After stories that buyers thought the model was untrustworthy as a result of its low-budget advertisements, The Normal determined to revamp its complete advertising and marketing technique.

In a industrial that includes basketball famous person, Shaq, the model addressed the elephant within the room and launched a new-and-improved look.

As well as, in addition they emphasize their credibility by mentioning how lengthy they have been in enterprise and the way many individuals they’ve helped.

By addressing unfavorable perceptions head-on, manufacturers can’t solely change how customers view them but in addition present that they’re in tune with their target market.

Develop Higher With Marketing Methods That Enhance Your Digital Presence

Your technique doc might be very particular person to your enterprise, which is why it is virtually not possible for us to create a one-size-fits-all digital advertising and marketing technique template.

Keep in mind, the aim of your technique doc is to map out the actions you are going to take to realize your objective over a time period — so long as it communicates that, then you definately’ve nailed the fundamentals of making a digital technique.

When you’re keen to construct a very efficient technique to assist develop your enterprise, try our free assortment of content material advertising and marketing templates beneath.

Editor’s be aware: This put up was initially printed in October 2019 and has been up to date for comprehensiveness.

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