You have analyzed your performance, so you know your key success factors as well as your weaknesses! The Trend Analysis has revealed the market opportunities to you, Digital Marketing Agency Chandigarh so it’s time to develop an effective digital strategy!
Reminder of the first two steps:
If you missed our two previous articles you can catch up by consulting “The first step of an effective digital strategy” and the “Second step: Trend analysis”
Now that you are up to date here is the last step!
Step 3: Developing your 2022 digital strategy
– Set SMART goals
The first step will be to define your objectives for 2022. Please note that these objectives must be SMART: Specific, Measurable, Achievable, Realistic, Time-bound.
Depending on the analysis of your performance
Following the analysis of your performance over the past year, you must have identified the “specific” points which will be the subject of targeted objectives . The study of your performance will also have allowed you to have a “realistic” view of your abilities.
Based on trend analysis
Finally, the trend analysis will have helped you to have a vision of your achievable objectives.
Be careful to clearly define temporal and measurable objectives .
For example “To have more notoriety” is not a SMART objective, SEO Agency Mohali on the other hand “To obtain 200 additional followers on Instagram in the year 2022” is one, the objective is specific to Instagram, measurable, achievable , realistic and is defined in time.
– Define your targets
The second step is the definition of targets. This is a decisive point because it is they who will define the digital channels and the content strategy to be developed!
To define your targets , you must use the data that you have analyzed in the first two phases of reflection . Thanks to the analysis of market trends you can define new targets when they represent an opportunity for your company.
Detail the profiles of your targets
Be very conscientious in choosing your targets and take the time to define personas , making sure to specify their character traits , their habits, their consumption patterns, their sources of information, the channels consulted , etc. All the elements that will allow you to define an effective strategy.
So for a successful digital strategy you can’t just say you’re targeting “18-24 year olds” . You need to define the target type profile , for example: ” a young person aged 18-24 who likes new technologies, Digital Marketing Agency Chandigarh he regularly consults Instagram and Tik Tok, he seeks entertainment and discovers new things.”
– Determine your digital channels
When developing your digital strategy, it is important to choose the right channels ! The objective being that your company is present on the channels that your targets consult in order to establish points of contact with them.
Analyzing your performance and analyzing trends will help you target the most opportune channels.
Keep your best channels
The channels chosen should therefore be those that currently represent your best performance levers.
For example, Digital Marketing Agency Chandigarh if your performance analysis revealed that a large part of your traffic came from Facebook , you know that this channel must be part of your 2022 digital strategy.
Optimize the channels that need it
If your analysis has revealed weaknesses on the side of your website (high cart abandonment rate, low conversion rate, slowness of the site, etc.), then your digital strategy will have to include optimization actions for your website or even a overhaul.
Identify new channels through your market analysis
The market analysis has however helped you to identify opportunities in the sector , for example if it revealed that TikTok was very frequented by your targets and that it is not yet part of your communication channels then it could be interesting to include it in your new strategy.
Do not target all channels
Attention however, do not try to be at all costs on all platforms but to target those that are most relevant to you. First of all because you may not have sufficient human resources internally and also because today a person has on average an account on 8 different platforms, Digital Marketing Agency Chandigarh which means that you have a good chance of reaching several times . the same audience on your different channels.
The important thing is therefore that each channel has its own content strategy , to define the most complementary and least redundant user experience possible (and avoid boring your targets and losing their interest).
– Develop your content strategy
This is why the content strategy is essential in the effectiveness of your digital communication.
Offer different content on each channel
The mistake not to make is to communicate in the same way on all your social networks . As explained above, your targets are probably present on several of your channels, Digital Marketing Agency Chandigarh they do not want to see the same content several times at the risk of being bored.
Also, each social network has its codes, its peaks in attendance and its favorite content . This is why you must think of your communication in a global way by determining specific content for each platform.
Determine content according to the interests of your targets
To determine the most effective content, you can use your previous analyzes by identifying your most popular content , that of your competitors and that which is “trendy” with your targets at the market level.
For each channel you will have to define the subjects, the types of content and the rhythm of the publications.
For each type of content, define the targeted targets and the objectives of your publications.
Each digital communication action must be thought out in such a way as to allow you to achieve the objectives of your overall strategy.
– Define your KPIs (Key Performance Indicators)
As part of the development of your digital strategy, you absolutely must define your KPIs. These are the indicators that will allow you to determine if your actions are effective.
Tracking these metrics tells you if you’re on track to meet your goals or if adjustments are needed.
This is why, from the outset, you must define the KPIs to be followed.
Define KPIs for each communication axis defined in your strategy.
Here is the list of the most important KPIs to follow:
KPIs related to website performance:
– Site visitors
– Bounce rate
– Acquisition channels – Session
– Number of conversions
KPIs related to the performance of the website on the search network
– Number of impressions
– Number of clicks
– Page indexing status
– Site positioning
For more details on these KPIs, you can consult our article “10 KPIs to follow absolutely to analyze the performance of your site”
Social Media KPIs
– Number of followers
– Interactions on posts
– Engagement rate
– Organic reach of posts
SEA Campaign KPIs
E-Mailing Campaign KPIs
– Develop the schedule and define the budget
You have selected your digital channels and you have determined the types of content to produce, it is now time to plan your actions for the year 2022.
List the actions by channel , determine their duration, Digital Marketing Agency Chandigarh their rhythm and plan them over a year.
Then establish the cost associated with each action and draw up a summary table indicating the budget granted to each channel.
There you go, you know all the secrets of an effective digital marketing strategy! So it ‘s up to you to play!