It was Benjamin Franklin that said ‘by failing to prepare, you are preparing to fail.’ Before you embark on any digital venture, you have to plan and formulate a digital strategy to ensure a return on your investment.
The development of a digital marketing strategy has to take a number of factors into consideration:
- Your business objectives
- Your marketing strategy
- A competitor analysis
- A customer review: who are your customers and what do they do online
- What tactics you want to use, for example will your social media efforts extend to Facebook, Twitter or Google+ or all of the platforms? Do you want a monthly newsletter to retain existing clients or a PPC campaign to acquire new clients?
- At the same time, you need to set objectives for your strategy and work out how you will measure whether or not the strategy is meeting its objectives.
The same principles will apply if you simply want to build a website or launch a blog. You need to consider if the tactic supports your business and marketing objectives, look at what your competitors and customers are doing in that space and set measurable targets.