With the world more connected online than ever, it is crucial to a company’s success to have a strong digital marketing strategy. It is expected that the digital commerce market will reach US$6.71tn in 2024. With a strong digital marketing strategy, you’ll have an effective roadmap on how your business will work through the digital world.
With over 5.84 million internet users in Singapore, a good digital marketing strategy can help you reach your target audience. This helps make sure that your marketing efforts are seen and focused by people that matter to your business.
Moreover, an effective digital marketing strategy can help boost brand awareness among consumers, which leads to credibility and trust.
Finally, your digital marketing strategy helps you engage with your customers directly through your social media accounts or email marketing which helps you answer their questions directly and build a loyal customer base.
Take note that a strong digital marketing strategy adapts and evolves depending on trends and changes in the digital landscape. This makes sure that your business remains relevant and competitive.
Essential Elements for a Strong and Effective Digital Marketing Strategy
To remain relevant and competitive in the ever-changing and shifting digital landscape, here are five of the key elements that you need to consider when developing a strong and effective digital marketing strategy:
Most of your consumers will see your website through search, so ensuring that your website and its contents are search engine optimised ensures that your content is seen by your target audience. Search engine optimisation (SEO) is the process of optimising your website and web pages to rank in search results to increase website traffic and conversions.
If you implement and add a good SEO strategy to your digital marketing strategy, your business will occupy the best places in the search engine results pages (SERPs). Your target consumers will highly likely see your content and engage with your brand.
Your website serves as the core where your potential customers will learn about your business, from its background or history to the products and services you offer. Although your website must contain all details and information about your business, you should also offer other content that will provide value to your customers. Pushing out high-quality content regularly at optimal times can help your brand become an expert in the industry and increase traffic to your website.
Other than your website, you can also repurpose this content for social media and email marketing. You can also make your content shareable so that your customers or subscribers can share it on their accounts or pages. A comment section at the end of every content can also help in keeping the engagement between you and your readers, enabling you to understand their opinions which you can use to improve your products and services, or your digital marketing strategy overall.
Once you’ve built a list of email subscribers, you can regularly engage these customers through email marketing. You can distribute content such as company news, new products and services or company stories which can promote your brand and increase your sales.
Aside from being cost-effective, you engage with subscribers who are already highly engaged with your brand, making them more likely to become customers. The content from your email marketing might have been the push they needed to purchase your business.
Responsive and Engaging Website
Your customers will learn about your business through your website from your background to the products and services you offer. To maximize the engagement on your website, it is crucial to impart best practices such as making sure your website is mobile-friendly, navigable and has clear calls-to-action. This can be improved as part of your SEO strategy by improving your website’s technical and on-page SEO.
To have a responsive website, doesn’t stop you from improving your technical SEO. Your website should also have articles or posts that have engaging, relevant, and educational content consistently. Content marketing not only attracts your customers to your website but also makes sure that you are at the top of your customer’s minds when they buy something and establishes your expertise in the industry.
Social Media Marketing
5.67 Social media users in Singapore spend an average of 2 hours and 13 minutes daily online, and adding social media marketing to your digital marketing strategy ensures that you also reach these users who are using social media every day. Social media is a valuable tool which you can use to engage with your followers, share content, and promote your products and services. Once you’ve built a positive experience for your customers, they’re more likely to purchase from your business and recommend it to others.
A strong and effective social media marketing will give you a variety of benefits including increasing your online visibility, driving traffic to your website and greater brand awareness. You must impart the best social media marketing practices and post consistently at optimal times while adapting your strategy based on results.
Digital advertising uses various digital channels such as email, search engines and social media to advertise and deliver content to your target audience. It is a cost-effective alternative to traditional media as it allows you to track your audience in real time, helping you learn about your audience’s demographics, interests and habits.
As it stands, there are four main types of digital advertising: pay-per-click (PPC), display, social media, and retargeting ads. You can use these types of digital advertising to generate leads, increase conversion, and build brand awareness with a highly targeted audience.
Another key element when making your digital marketing strategy is establishing your goals or targets by setting up SMART goals. SMART, which is short for Specific, Measurable, Achievable, Realistic, and Time-bound is widely used in formulating a business strategy which helps you set realistic and effective goals.
You can start setting up your SMART goals by:
- Specific. You must outline a specific and clear goal that you want to achieve. For example, promoting a new product or increasing traffic to your website.
- Measurable. Your goal must be measurable through metrics as it can help you track your progress.
- Achievable. Your goal must be realistic and achievable. To start, you can outline how you can achieve your goal with specific tasks that you can do to achieve each objective.
- Realistic. Your goal must be attainable. This means that you are capable of achieving your goals with a proper timeline you’ve determined beforehand
- Time-bound. Your goal can be achieved in a set timeline. By creating a timeline, you ensure that you are working towards your goal. Once such a period has lapsed, you can check if you have achieved your goal or decide if it’s still worth pursuing.
Competitive Research and Analysis
While focusing on your brand can do wonders for your digital marketing strategy, competitive research and analysis can help you reach greater heights. Competitive research is a process in digital marketing where you research your competitors, identify their strengths and weaknesses, and examine their strategies. This helps you gain insight into what works best for your competitors and which parts you can use to improve your strategy.
Moreover, competitive research can help you stay on top of trends in your industry and which strategies benefit your business best.
Metrics, Analytics, and Data-Driven Insights
It is not enough that you employ best practices and techniques in your digital marketing strategy. You should also measure the success of your efforts and identify which parts you can still improve or change.
You can use free tools like Google Analytics to help you track metrics such as website traffic, bounce rates, leads, conversions, or click-through rates (CTAs) or you can also use paid services. As long as you optimise your strategy based on your metrics, you ensure that you deliver the best results for your business.
With the ever-increasing number of people going online, your business might be losing out on a huge customer base if you’re not yet employing digital marketing strategies as part of your business promotion. A strong and effective digital marketing strategy can provide you with an effective roadmap on how your business will tread through the digital world.
However, with a lot of businesses employing a digital marketing strategy, it is not enough that you just merely employ one. You need to make sure that your content stands above in a diluted digital space. A digital marketing agency can help you outshine your competitors and attain your business goals through a strong, personalised, and effective digital marketing strategy. Your digital marketing agency can help you from consultation proper to execution and maintaining your strategy.