Strategy

Whether it’s building a website, running an SEO campaign, or implementing a marketing CRM, the temptation is to launch right in and start “doing”. However, in data-driven marketing, developing a clear strategy first is crucial. Our 6 steps to creating a strong digital strategy are outlined below.

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STEP 1

Create your SMART goals

The first thing you should do is ask, “what do I want to achieve?” and then create SMART goals (Goals that are Specific, Measurable, Attainable, Relevant and Time-Bound).

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STEP 2

Create your buyer persona

Next, create your buyer personas, which is a model of your ideal customer.

For example, a local luxury home builder could define a buyer persona as Luxury Lisa, a stylish working-class woman in her 50's, who owns land in the Western Suburbs and is looking to build a new luxury home.

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STEP 3

Choose your optimal marketing channels

Decide which are the most relevant marketing channels to promote to your buyer. This means finding out where your buyer personas spend their time.

Luxury Lisa may spend the majority of her time on websites, Google, Pinterest and Facebook.

STEP 4

Audit your existing business, sales and marketing situation

You will then need to completely audit your existing business, sales and marketing situation to understand where your gaps are.

In other words, “what is stopping you from achieving your goals?”

STEP 5

Identify solutions

Once you’ve figured out where the gaps are, you can then identify where more attention is needed.

For example, you may find that the biggest thing stopping you from achieving your goals are online conversion rates. In this case, you will need to focus on developing a website strategy to improve your conversion rates.

STEP 6

Work backwards using maths

Using maths, you can then work backwards from your goals. If the goal is to reach 20 sales per month by month 6, then this means you will need to achieve per month by month 6:

  • 100 landing page conversions (based on 20% lead to sales conversion rate)
  • 10,000 clicks to your landing page (based on 1% visitor hit to lead conversion rate)
  • 200,000 impressions (based on 0.5% click through rate)
  • $10,000 per month PPC media budget (based on $1 cost per click)
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STEP 7

Bring it all to fruition

The final step is to bring that all together - to put actions into your planning. Create a document that maps out the steps you need to take to execute your campaign.

In other words, define your strategy.

View the next step of our Playbook

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