A solid digital marketing strategy has become essential for any company because a large part of the world population is connected to the Internet. This strategy must be adapted according to the business and marketing objectives, as well as the means and resources available.
This article guides you through three key steps:
- The audit of your presence on the web,
- The definition of your digital strategy objectives
- Identifying your customer targets and their persona.
It is important to make an assessment of your company’s and your market’s situation, to define the marketing and commercial objectives to be reached thanks to the SMART method, and then to precisely identify your target customers and their persona. By applying these steps, you will be able to determine an effective strategy for your company.
The audit of your web presence
The audit of your web presence is a crucial step in establishing an effective digital strategy. It consists of an in-depth analysis of all your online actions and content in order to identify the strong and weak points of your web presence. The audit allows you to determine the elements to be improved in order to optimize your visibility, your brand image and your engagement with your potential customers. To do this, you can use various data analysis tools, such as Google Analytics, which will provide you with key information on traffic, acquisition sources, visitor behavior and many other aspects. The audit can also involve an analysis of your social media presence, reviewing your activity, engagement, audience and competitors.
Defining the objectives of your digital strategy
Defining the objectives of your digital strategy is an essential step in determining the actions to be taken to achieve your business goals. It is important to set specific and measurable goals that are aligned with your vision and mission. Goals can vary by company and industry, but can include increasing traffic to your website, improving your conversion rate, increasing your revenue, improving your brand image, or creating a loyal online community. It is important to define clear metrics to measure your progress towards your goals. These metrics can include KPIs such as number of visitors, bounce rate, conversion rate or customer acquisition cost.
Identifying your target customers and their personas
Identifying your customer targets and their persona is a crucial step for the success of your digital strategy. It is about determining who your potential customers are, what they are looking for and how they interact with your company. This step involves creating personas, which are fictional representations of your ideal customers. Personas include information such as age, gender, employment status, interests, buying behaviors, and consumption habits. Creating personas allows you to better understand the needs and motivations of your potential customers, and the most effective communication channels and messages to reach them. Personas can also help you personalize your messages and improve the user experience on your website and social networks. Ultimately, identifying your customer targets and their personas will allow you to effectively target your audience, optimize your communication and strengthen your relationship with your customers.
Interested in Digital Transformation ?
Although Balder does not specialize in digital marketing, we do specialize in digital strategy and marketing is part of that. Contact us or book a free consultation, we’d love to talk to you.