“I’m just confused about what to do”
“So many marketing gurus online, I’m just not sure who’s real or do I even need them”
The truth it, the world “digital marketing strategy” has been tainted to make it seem only the smartest and most experienced people know how to “work it”.
But in reality, no one is an expert for digital marketing strategy that best fits you – except you. So, the purpose of this blog post is to share a couple of things that will keep you aware of key things you must know about digital marketing strategy that will help you shine online.
Shall we begin?
#1: Marketing Strategy is nothing more the “way” to achieve your “goals”
There are tons of marketing strategy definition out there ranging from “a plan” to “a definitive list of steps” – skip all those academic craps and focus on the basics.
A strategy is nothing more than the ways you hope you hope to achieve your goals.
If your goal is to make a $1 million in sales, then your strategy could be to use social media to drive more customers, or partner with influencers to drive more conversion. Whatever way you choose, that’s your strategy.
The key is not to be trapped by all the academic definitions and focus on having a big picture understanding of it.
#2 A good strategy is…. Subjective
Ideally, your digital marketing strategy will be cost effective, fast working, and completely fool proof all the time. Keyword here is “ideally”.
However, things move and shift and all the planning in the world is not going to help you.
So instead of obsessing over whether your digital strategy is “good” or “bad”, try asking whether this strategy will be helpful in achieving your goal.
If it’s likely to work – then go ahead execute it. Don’t be too focused on the micro stuff or getting stuck in an analysis paralysis.
#3 You should know what’s happening in the outside world
The single biggest thing people don’t realize is that we are all judged based on “relative measures” – how are we better compared to the person next to us. Unless your business is one of a kind, chances are people will automatically compare you to your competitors.
The key is to keep tabs on what’s happening externally and scan occasionally what’s happening in the industry. Once you’ve done that, according to the CXL institute, a SWOT analysis will be helpful in plotting things you can do:
Are the changes or current situations helpful or harmful? Is it happening internally or externally?
Strengths – for example your company just signed an exclusive deal with a mega influencer that can bring it tons of traffic. Congrats, that’s a good strength!
Opportunities – do you see a trend revolving something close to your business? How can you capitalize on it? E.g zero waste trend if you’re running a green product business.
Weakness – are you running out of capital to hire creative people to run your advertising? How can you fix this?
Threats – your competitor just launched a product that is cheaper, better and everyone is raving about it. What do you do about it?
#4 Great strategy still dies out without execution
What do you think is a major cause for strategy failure? Hint: communication.
The truth is, if your strategy cannot be clearly shared from one employee to another – you might as well consider your strategy dead.
As harsh as it may sound, the reality is you’re not a single person army. Strategies need to be executed by other people and that needs alignment.
How do you align your strategy effectively? Lucky for us there is a simple framework called RACI that helps you clearly map out key stakeholders to ensure alignment.
Before you execute your strategy, think about key people you’d need to be responsible for, approve things, consult or inform. A simple chart would go a long way to make things clear
#5 Prepare for chaos
There is a reason why “murphy’s law” is an often talked about concept – if anything can go wrong, it’ll likely go wrong.
That’s just life for good or worse. So how do we reduce the risk of things getting haywire? Simple – clarity
OGSM is a tool that is used to clearly demarcate the strategy, the goals, metrics and who’s responsible.
In summary, it should be your single guiding sheet to monitor progress and drive your business towards achieving it’s goal.
#6 Think about culture
There is a saying that “culture eats strategy for breakfast” – as weird as that may sound, it signals a very important thing – the human element.
When the rubber hits the road, it’s actual people that are out there executing your strategies and plans.
Which means you can plan for a strategy without taking into consideration the “friction” from managing people.
For example, if the team is already overworked and working over the weekends to meet the demands, do you really think adding another layer of work is going to good or practical for execution?
Instead what are some things you can do to make things easier and without friction to drive the change you need to.
The concept of friction is often overlooked and is the single biggest factor in driving change or in this executing strategy.
In a nutshell
Strategy is going to be key in achieving your dream marketing campaign or goals. But understanding some potential pitfall will help you navigate the challenges better to achieve the goals you’ve always wanted to achieve.