A 5-Point Guide to Digital Marketing

Are you ready to start 2017 with a healthy marketing plan? Use this straightforward guide to help you develop a comprehensive digital strategytargeted for optimal success in the new year.

Step 1: Identify your goals. When you have a destination in mind, it’s much easier to map out a clear, focused path and stay the course throughout the year. Use the mnemonic “SMART” to remember to set goals that are specific, measurable, attainable, relevant and time-bound.

Step 2: Get to know your audience. Instead of going with a one-size-fits-all approach, create targeted buyer personas with data you collect. Identify demographics, interests, responsibilities and positions in the buying cycle, and use that information to craft a personalized marketing message.

Step 3: Evaluate past efforts. Analyze existing data to identify the pros and cons of your current strategy. If it ain’t broke, don’t fix it. Instead, focus on the areas that aren’t yet producing. Maybe your content is driving traffic, but your landing pages aren’t converting. How can you tweak your approach to tap into those potential leads?

Step 4: Review your online presence. Is your website up to date, user-friendly and chock full of valuable, goal-oriented content? Is your branding consistent across all relevant social networks? Are you posting regularly, routinely monitoring the conversation and providing timely responses?

Step 5: Put a plan in motion. With your goals and audience in mind, as well as a big-picture view of your current assets, it’s easier to identify and take action to fill strategic gaps. For example, a forward-thinking content calendar can correct sporadic content creation, and encouraging online reviews can help you gain exposure via online word of mouth.

Remember, nothing is set in stone. Monitor your strategy throughout the year and adjust it as necessary to keep your marketing game strong.

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