I feel like I need to say this before anything else. THIS. ISN’T. SCARY.
Over the last decade, we’ve seen the media landscape begin to change rapidly. Businesses are reducing their traditional advertising dollars and placing them into digital channels. Smart move. Gone are the days when you need only a website. Digital is much more than that, and it can be overwhelming with so many digital options. You need a plan – a digital blueprint. By creating an effective digital blueprint, you can keep your walls clean from the pasta throwing (to see what sticks). This blueprint will connect all of your business objectives and will measure your successes and failures.
1. Define Goals
Maybe you want to increase sales. Maybe you want to grow your Facebook shares or increase your email subscription list by 250. Define your goals, prioritize your goals, and then begin building your digital strategy.
2. Know Your Key Channels
Chances are, you will not need to use every digital marketing channel – very few businesses actually do. Focus on your audience and the channels they use. For example, if your audience is over the age of 60, you won’t want Snapchat in your blueprint. You can cut unnecessary spending by hyper-targeting your audience more efficiently.
3. Develop a Content Strategy
The saying still holds true – Content is King. Your content should be the driving force of your blueprint in order for it to be effective. Emails, social media posts, blogs, and even visual content are what fuels audience engagement (if done correctly).
Pinpoint your audience’s wants and needs. Are your customers asking questions regarding your product or service? Create a campaign that educates and your audience finds useful.
4. Create a Calendar
Once you know the type of content that will work for your business, build out a calendar (or a timeline) to stay on point.
You will likely use more than one marketing channel and have multiple pieces of content to manage, so this calendar acts as the lifeline of your digital blueprint. Include details like content formats, deadlines, benchmarks, deliverables, and channels in your calendar.
5. Put Everything in Motion
The planning is done, and now it’s time to execute.
Step back and take a look at the strategy you’ve created with a realistic mindset. Make sure you have enough resources, money and time to properly execute the items in your digital blueprint. If you think you’re not fully equipped at the time, it’s perfectly fine to trim your list down a bit.
6. Monitor and Measure
After you have begun executing your campaign, the last step is monitoring and measuring the results of your digital strategy. Since practically every major platform has its own form of analytics, accessing this info is easy.
This is also the time where you get to check and balance those goals created in step #1 to help you determine what was successful and what wasn’t. If something wasn’t successful, find out why and then tweak your campaign.
And if you have questions on which digital channels you should be using or what type of content you should be creating, contact Digital Blueprint. We’re here to help!