Online marketing is essential for you to achieve all the goals and objectives that you set for yourself at the company level. As a professional or a beginner, you will know that developing an online marketing strategy is a very important step and at the same time a bit confusing and complicated at times. Today I am going to share the step-by-step on my blog so that you can create your strategy in an organized way.
Buyer person
The buyer persona is that fictitious client that we create to get an idea of how our ideal client behaves. And it is the first step that we must develop when creating a strategy. It is important to know to whom our actions will be directed, and then define how to act.
Factors that we can take into account
- Location: where your buyer persona is located. You can be very specific and put a city or a little more general and go for a slightly wider geographical area. It all depends on your goal and your type of business.
- Age: age is an important factor since each age has a different way of being attracted. We cannot direct the same strategy to an adolescent as to an adult. So you can select a specific age or an age range anyway.
- Sex: the campaigns that are directed to a specific segment, that is, women or men, it is good to specify. Although the best thing would be to create inclusive campaigns.
- Occupation: What is your occupation, what do you do, research this point well, since it will also define a lot how to execute your strategy.
- Interests: What are your frequent searches, what problems could you present, tastes, preferences, etc.
- What are your objectives: what are the challenges and objectives that your ideal client has and you can solve.
goals
Every strategy starts from an objective. What is that main achievement that we want to achieve, the basis for creating and designing our strategies. Every objective must be designed in an ideal way for each business and according to the stage it is in. What I recommend is that you design them under the SMART objectives strategy.
SMART objectives
- Specific: Don’t focus on accomplishing many things at once. Go step by step, get an achievement first and then another.
- Measurable: you must be able to measure the achievement of the objective through specific metrics or KPIs.
- Achievable: don’t set yourself impossible goals, start small and grow and evolve.
- Relevant: that they can really mark a before and after in your business.
- Set time: must have a time limit. It depends on what you want to achieve, you must set a time to achieve it.
Digital channels
They are those means by which we will run our strategy. We can divide them into three: owned media earned media and purchased media. This is almost the endpoint and as always, you must adapt them to what you want to achieve and your business.
Own media
They are those of which you have full control and management. You have created and molded them and you have a community made of them.
Which are?
- Web page.
- Blog.
- Social media.
- E-mail.
Means obtained
They are those that we have earned through strategies, tactics, social networks, customer service, etc. Our efforts allow us to gain ground without the need to buy or pay.
Which are?
- Content created by your client talking about your brand.
- Links on other blogs or accounts.
- Mentions, comments and shares on social networks.
- Reviews, testimonials and recommendations.
Paid media
They are those in which we make a capital investment. We pay for our content to reach a more specific audience and achieve results.
Which are?
- Ads on social networks or Google.
- Events.
- Collaborations.
- Influencers.
- Commercials and wedges.
Make a content plan
After analyzing your media and which ones work to achieve your goals, it’s time to start the content plan. Here you will have to establish each content that will be part of your online marketing strategy.
You can add elements such as: title, type of content, channel, format and what purpose that specific post has.