It's easy to confuse your digital strategy with your digital marketing campaigns, but here's how to distinguish the two.
For example, you might decide to run a campaign sharing some of your best-performing gated content on Twitter, to generate more leads through that channel. That campaign is part of your strategy to generate more leads. Here a few other well-known examples of digital marketing campaigns and the strategies they employ. GoPro is famous for its incredible point-of-view style action footage, all taken from the company's classic fisheye lens.
What you might not know is that so much of the video content you see on its YouTube channel wasn't made by GoPro, but rather by its most loyal users.
By populating its YouTube channel with user-made video content, GoPro has encouraged an entire fanbase of outdoorspeople to take amazing footage of their adventures and post it online -- often with credit back to GoPro. This ongoing digital marketing campaign has championed the use of video to spread the word about the GoPro product line -- and a lot of the content is created by the customers themselves. Check out the video below, which GoPro republished, awarding the video's original shooter with being one of the best videos in its category.
You wouldn't think of an airline as a leader in creative digital marketing, but don't underestimate the stories they can tell on social media emphasis on "stories". Delta Air Lines is a prolific user of social media, specifically on its Twitter handle. The brand uses this account to engage potential passengers in a variety of ways that are both timely and emotionally stimulating.
Last month, in honor of Breast Cancer Awareness Month, the company began sharing personal stories from Delta employees directly through the company's Twitter feed. Here's the beginning of one story's thread, below. Amanda Ross, a Customer Care Supervisor, has been a Delta employee for 13 years and is actively fighting breast cancer. Read about her battle below. But even a company with such a memorable tagline can risk annoying its buyers if its marketing campaign is too longwinded.
That's why Geico launched a series of preroll ads on YouTube that admit to the ad's brevity in the videos themselves. Preroll ads are a form of paid content on YouTube wherein you pay YouTube to roll to second ads ahead of videos that have the same audience as the advertiser. While some companies try to squeeze as much messaging as they can into that short slot, Geico has taken the opportunity to make fun of itself for taking up your time in the first place. In this way, its YouTube preroll commercials are actually entertaining.
Check out one of them below.
Wayfair, a home furnishings and decor merchant, has a truly innovative Instagram strategy. Let's just say its photos aren't just photos. Instagram gives companies an opportunity to show their followers a more intimate side of the brand, lifting the curtain on the business to show off the employees and events that make the organization what it is. For Wayfair, however, Instagram isn't just a culture play -- it's a purchase page. Using Instagram's product tags , Wayfair has taken some of its prettiest home interior shots on Instagram, and tagged them with product and price labels.
It's a digital marketing campaign that shows people exactly how much each item in the photo costs, helping Wayfair generate buyers right from its Instagram account. Check out an example, below. Mastercard bases its brand on the stories and adventures that cardholders go on.
But what good is a travel-based brand without a travel-based digital marketing campaign to go with it? Priceless Cities , Mastercard's travel blog, gives readers a travel resource to go along with the credit cards that help pay for these readers' destinations. It's a pretty good idea, as it allows the company to better align itself not just with the things its customers buy, but with the places its customers go.
Check out the blog here. ETF Securities is a small, asset management service based in Australia catering to wealth managers and investors in Europe. Because the service they provide is so complex, the company found where its customers hung out the most -- LinkedIn -- and sponsored paid content on this platform that drives more interest in investments and helps customers make smarter financial decisions.
Red Bull has become more well known for its sponsorship of extreme sports than the energy drink it sells. It's a natural fit for the types of people the drink appeals to. But instead of creating digital content on the energy drink industry, Red Bull captures its audience with articles and videos all about the latest happenings in the extreme sports community.
In this digital marketing campaign, Red Bull teaches us that what you sell isn't always the ideal content strategy. Rather, it's the lifestyle that your customers live. Check out the company's website here. It's important to note that even if a campaign runs over the course of a couple of years, it doesn't make it a strategy -- it's a tactic that sits alongside other campaigns to support a larger marketing strategy. For example, ETF Securities cited above hosted a campaign to increase its followers on LinkedIn, using the digital strategy of sponsored content a form of paid media.
This one strategic campaign might be one small part of a larger digital marketing strategy that serves to generate more leads for one of its products or business lines. Now that we've gotten to grips with the basics of digital strategy and digital marketing campaigns, let's dig into how to build your strategy. For any marketing strategy -- offline or online -- you need to know who you're marketing to.
The best digital marketing strategies are built upon detailed buyer personas, and your first step is to create them. Need help? Start here with our free buyer persona kit.
Buyer personas represent your ideal customer s and can be created by researching, surveying, and interviewing your business's target audience. It's important to note that this information should be based upon real data wherever possible, as making assumptions about your audience can cause your marketing strategy to take the wrong direction. To get a rounded picture of your persona, your research pool should include a mixture of customers, prospects, and people outside your contacts database who align with your target audience. But what kind of information should you gather for your own buyer persona s to inform your digital marketing strategy?
That depends on your businesses, and is likely to vary depending on whether you're B2B or B2C, or whether your product is high cost or low cost. Here are some starting points, but you'll want to fine-tune them, depending on your particular business. Take this information and create one or more rounded personas, like Marketing Molly below, and ensure they're at the core of your digital marketing strategy.
Your marketing goals should always be tied back to the fundamental goals of the business. Whatever your overarching goal is, you need to know how to measure it, and more important, actually be able to measure it e. How you measure the effectiveness of your digital strategy will be different for each business and dependent on your goal s , but it's vital to ensure you're able to do so, as it's these metrics which will help you adjust your strategy in the future.
If you're a HubSpot customer, the Reporting add-on in your HubSpot software brings all of your marketing and sales data into one place, so you can quickly determine what works and what doesn't. When considering your available digital marketing channels or assets to incorporate into your strategy, it's helpful to first consider the bigger picture to avoid getting overwhelmed. The owned, earned, and paid media framework helps to categorize the digital 'vehicles', assets, or channels that you're already using.
The S.U.C.C.E.S.S. Internet Marketing System: The 7 Step Guide for Efficiently Getting Started Online eBook: Musonda Songwe: rogandwasthoupas.ga: Kindle Store. system: the 7 step guide for efficiently getting started online book. S.U.C.C.E.S.S. Internet Marketing System will undoubtedly help you avoid costly mistakes.
This refers to the digital assets that your brand or company owns -- whether that's your website, social media profiles, blog content, or imagery, owned channels are the things your business has complete control over. This can include some off-site content that you own, but isn't hosted on your website, like a blog that you publish on Medium, for example.
Quite simply, earned media refers to the exposure you've earned through word-of-mouth. Whether that's content you've distributed on other websites e. You can earn media by getting press mentions, positive reviews, and by other people sharing your content on social media, for instance. Paid media is a bit self-explanatory in what its name suggests -- and refers to any vehicle or channel that you spend money on to catch the attention of your buyer personas.
This includes things like Google AdWords, paid social media posts, native advertising like sponsored posts on other websites , and any other medium for which you directly pay in exchange for visibility. Gather what you have, and categorize each vehicle or asset in a spreadsheet, so you have a clear picture of your existing owned, earned, and paid media.
Your digital marketing strategy might incorporate elements of all three channels, all working together to help you reach your goal. For example, you might have an owned piece of content on a landing page on your website that's been created to help you generate leads. To amplify the number of leads that content generates, you might have made a real effort to make it shareable, meaning others are distributing it via their personal social media profiles, increasing traffic to the landing page. That's the earned media component.
To support the content's success, you might have posted about the content to your Facebook page and have paid to have it seen by more people in your target audience. That's exactly how the three can work together to help you meet your goal. Of course, it's not compulsory to use all three.
If your owned and earned media are both successful, you might not need to invest in paid. It's all about evaluating the best solution to meet your goal, and then incorporating the channels that work best for your business into your digital marketing strategy. Now you know what's already being used, you can start to think about what to keep and what to cut.
At the heart of digital marketing is your owned media, which pretty much always takes the form of content. Every message your brand broadcasts can generally be classified as content, whether it's your 'About Us' page, your product descriptions, blog posts, ebooks, infographics, or social media posts. Whatever your goal, you're going to need to use owned content to form your digital marketing strategy.
Even to this date, I try to respond to every email I get and respond to every comment on this blog. But the key is to not expect anything in return when helping people. Now lets discuss the 9 components that every SEO Team should have in order to be effective…. The other part of the job is managing employees. Some very successful businesses have only one or two content creators like Groove or Buffer , while others have several like HubSpot.
Modern SEO writers are much more professional, and you should expect to pay them accordingly. Finally, many content creators also have great copywriting skills. The manager must ensure that the content creators and designers are on the same track. But for the majority of modern SEO, they are the same. Both consist mostly of reaching out to other people in your industry and related industries, looking to develop relationships that will be mutually beneficial.
PR is a much broader term that encompasses modern link building. However, the relationships could be used for other opportunities beyond acquiring a simple link like a joint venture. Relationships grow exponentially: A key concept with this kind of approach to link building is the network effect. When you have more strong relationships, you can start to offer things like joint ventures.