Joseph Patterson

Things You Must Do Before Planning Your Digital Marketing Strategy

As you know, downloadable assets, such as white papers, reports, and insight sheets are an essential part of content marketing and inbound lead generation for B2B companies. By offering content that’s relevant, thorough and that solves a problem, you become a trusted resource for potential buyers. Creating useful content, whether it’s in the form of a blog post or a white paper, takes research, time and resources. So naturally, you would want your content to reach as many people as possible and pack a powerful punch, right? Right…

In my latest series of short articles, I’ll provide some insights you should consider before planning your next Digital Marketing Strategy.

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First off…

Start by listening and observing
The first step in devising a digital marketing strategy is to listen and observe your ‘Social Echo’- the powerful reverberation of conversations that occur across the numerous social networks, blogs and websites where your audience prefers to gather.

Pick the audience, not the network
After you evaluate your ‘Social Echo’, it becomes much easier to understand where your audience is, whether that be LinkedIn, Twitter, Facebook or Instagram. Unfortunately, it’s best to stay away from making generalizations like LinkedIn=B2B and Facebook=B2C. Furthermore, in light of the considerable time, energy and effort required to support a digital presence, its smart to first limit the number of digital platforms you build & maintain to a manageable quantity. You do not want to spread yourself too thin.

Figure out what your organization does well
This is important because, a strategy must be built that’s appropriate for the sort of content your company is good at producing. This is probably one of the most important factors in determining your ultimate success, because content (whatever form it takes) fuels your digital presence.

Evaluate the Analytics
Another thing I immediately do when planning a digital marketing strategy is to evaluate the analytics associated with a company. You can accomplish this by using a number of free and affordable online analytics tools. The analytics are important because they dig deep into your company’s digital marketing strategy and provides deep insights into what’s working and what’s not working.

These reports will not only help provide you with information on your overall performance and activities, they provide detailed information that will help you better plan your digital marketing strategy.

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If you liked this article, please continue to follow the next to come in this series. In my next two LinkedIn articles, I’ll share my thoughts on executing and evaluating a digital marketing strategy. If you would like to learn more details about my process for planning, executing and evaluating your digital marketing campaign, feel free to send me a direct message.

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