What You Need to Know to Ensure Your Marketing Plan Has Solid Foundations

Digital Marketing Strategy Foundations

The term ‘strategy’ is one of the most overused and misunderstood words in the marketing world. Simply running ads on Google or writing blog articles without clear objectives is not a strategy. To build an effective digital marketing strategy, you need to understand what it truly means and the steps required to create one for your business.

What is a Digital Marketing Strategy?

A digital marketing strategy is a plan designed to achieve specific marketing objectives or business goals using clearly defined marketing channels within a set period. An effective end-to-end marketing strategy identifies your target audience, positioning, and messaging. It includes channels like SEO, Google Ads, social media platforms (LinkedIn, Facebook, Instagram), email marketing, and more, all of which will be discussed in this guide.

For any business, whether a local FMCG company or an international B2B SaaS enterprise, a strong and clearly defined marketing strategy is essential. It helps generate leads, sales, and customers, ultimately driving revenue.

Strategy vs. Tactics

A strategy is often confused with tactics. Think of ‘strategy’ as your overall plan or goal, and the tactics are the specific actions you take to execute that plan. For instance, your strategy shouldn’t be to “do SEO.” Instead, a key goal in your strategy could be to increase organic traffic to your website, with tactics like optimising your web pages being the actionable steps to achieve this.

The 7 Ps of Marketing

The 7 Ps of marketing, also known as the ‘marketing mix,’ help identify strengths, gaps, and opportunities for improvement within a marketing strategy. They also help your business remain competitive in the marketplace. The 7 Ps include:

1. Product: Features, design, quality, and packaging of the product/service
2. Price: Pricing strategy, discounts, and payment options
3. Promotion: Marketing and public relations opportunities
4. Place: Channels of distribution, inventory management, and logistics
5. People: Hiring, training, and management of employees
6. Packaging: Design, labeling, and branding of the product/service
7. Process: Procedures, systems, and technologies used

Understanding your business’s 7 Ps is crucial for forming effective digital marketing strategies.

Steps to Create a Digital Marketing Plan

Creating a successful digital marketing plan doesn’t follow a set template, but there are key steps to ensure your strategy speaks to your target audience, uses resources wisely, and generates revenue.

Phase 1: Diagnose the Situation

Start by reviewing your previous marketing plan. Did you meet your goals and objectives? What performed well, and what were the challenges? Use this analysis to set new metrics for success. Conduct market research or a SWOT analysis to understand your business’s current position and where to grow. Market segmentation should follow, identifying 3-5 audience segments perfect for your product or service. Remember, it’s all about your audience, not just your company.

Phase 2: Develop a Clear Marketing Strategy

Determine your target audience from these segments. Will you focus on previous customers, current leads, or new prospects? Understand their place in the marketing funnel, their behaviours, and their motivations. Use a buyer persona grid to organise this information. Set SMART goals (Specific, Measurable, Achievable, Realistic, Timely) to guide your strategy.

Phase 3: Plan the Marketing Tactics

Identify the tactics that will help you achieve your SMART goals. These will vary depending on your business type (B2B, B2C, eCommerce, FMCG, SaaS). Carefully consider your budget and choose tactics that will provide the best outcomes. Examples of tactics include:

• Implementing specific bid strategies for Google Ads
• Launching new web pages with relevant content to boost organic traffic
• Running webinars to engage your database

Conclusion

Building a solid digital marketing strategy involves understanding the difference between strategy and tactics, leveraging the 7 Ps of marketing, and following a structured approach to planning. By diagnosing the situation, developing a clear strategy, and planning effective tactics, you can create a marketing plan that drives results. If you need help crafting your digital marketing strategy, Adelaide SEO Marketing is here to guide you. Let’s build a foundation for success together!