The development of a digital marketing strategy is a major challenge for a company. You have to familiarize yourself with new tools and rethink your overall marketing strategy. Of course, you should not neglect your current communication efforts and replace them entirely with digital. You just have to redesign your strategy so that all the elements are coherent and complementary. So, how do you integrate digital marketing actions into your current communication strategy?
1. DEFINE THE OBJECTIVES OF YOUR OVERALL COMMUNICATION STRATEGY
Before you start looking at concrete actions, you will first need to define your overall goals. Indeed, to be able to integrate digital marketing into your overall strategy, you must first know what this strategy will be used for and where you would like it to lead you. Now is the time to assess your old goals and determine which ones need to be adjusted or just replaced. Once you have a clear vision of your goals, you can then start thinking about concrete actions to take.
2. PERFORM A COMPETITION AUDIT TO REFINE YOUR POSITIONING
Once you choose where you need to go, it is important to determine which route you will take to get there. When you get started with digital, don’t rush headlong into the first idea that comes to your mind because there is a good chance that your competitors have thought about it too. Take a moment to research what is already on the web and assess your competition’s strengths and weaknesses. You can then think of a way to position yourself that will differentiate you in users’ eyes. You can go through a global communication agency, which will guide you on the right axes to take as well as on good practices.
3. IDENTIFY YOUR TARGET AND YOUR COMMUNICATION CHANNELS
It’s not all about posting content on social networks or creating a website: you still need to reach your target audience. So take the time to define precisely the types of people you want to reach. A good way to do this is to establish personas, or typical profiles of the people in your audience. What are their interests in life? What type of profession do they exercise? What is their income? Their family situation? The ideal is to establish a persona per type of audience. Then, look at your target’s digital behavior: what social networks does she use the most? Does she prefer to read long, detailed articles or watch short videos? All this will allow you to wisely choose your communication channels and the type of content you will publish to reach as many people as possible in your target market.
4. AIM FOR CONSISTENCY ABOVE ALL ELSE
Having a digital strategy is good, but if it is not in line with your overall marketing strategy, you risk damaging your brand image. Make sure the tone you use, your visual representations, and the image you communicate are consistent across all your communication channels, digital and traditional.
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