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How to create an effective digital marketing strategy by Tereza Litsa #348
An effective digital marketing strategy requires five steps: define goals, analyze existing media assets, plan action steps, execute the plan, and measure results to make ongoing adjustments.
Key takeaways
- 47% of businesses have no documented digital marketing strategy, which risks long-term goals.
- Analyze owned, earned, and paid media separately before planning any campaign actions.
- Share the finalized plan with every party involved to avoid costly communication gaps.
- Execute before the plan is perfect, because real data from action beats no data at all.
- Measure everything including visits, engagement, conversions, and cost, then adjust strategy continuously.
About this episode
This week Chris and Charles walk you through creating an effective digital marketing strategy. You'll learn how to Analyze, Execute, Measure and more!
Questions this episode answers
What are the five steps to creating an effective digital marketing strategy?
According to the article covered in this episode, the five steps are: define your business goals, analyze your existing owned, earned, and paid media assets, plan how to turn goals into action, execute the plan with room for creativity, and measure results at every stage to improve over time.
What is owned, earned, and paid media in a digital marketing strategy?
Owned media includes assets you control such as your website and social profiles. Earned media is coverage you did not pay for, such as reviews, social shares, and guest blog posts. Paid media is any channel where you spend money to place content or ads.
In their words
47% of businesses don't have a set plan or strategy for their digital marketing efforts. And this may affect their long-term goals.
Charles Lewis
Don't get stuck in the planning stages where you're always planning and never executing because your peak season will pass by, you will miss opportunities, and then when you do get ready to execute, it may be time for a new plan.
Charles Lewis
Measure everything. Yes. Like everything. Like how many visits to what that level of engagement was to how many conversions you had to what your cost was.
Charles Lewis
Terms defined in this episode
- Shiko
- An eWebResults branded term for social engagement, standing for shares, likes, or follows on any social media platform.
- Owned media
- Digital media assets you control directly, such as your website, social profiles, and email lists.
- Earned media
- Digital coverage you did not pay for and do not own, including reviews, social shares, guest blogging, and PR mentions.
- KPIs
- Key performance indicators, the measurable metrics used to evaluate whether a digital marketing strategy is meeting its defined goals.
Full transcript is being added.
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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