A clear digital media strategy is vital for businesses big and small, especially when you consider that 3.2 billion people around the world use the Internet daily. Many business leaders confuse the term “digital media strategy” with “digital media campaign,” but there is a clear distinction between the two.
It’s helpful to think of your strategy as a roadmap to success—a series of actions that help you reach your overarching marketing goals, whereas the campaign is putting your strategy into action.
Devising a plan should be the first action you take when it comes to launching a digital media campaign, so here are three tips to help you create one.
Create manageable goals
If you don’t already have a goal in mind for your campaign, now’s the time to devise one. Your media marketing goal depends on what stage you’re at in business. If you’re just starting out, perhaps your goal is to build your email subscriber list so you can send out regular content, whereas you might be more focused on increasing website conversions or e-commerce sales if you’ve been in business for a while.
Try to focus on one goal at a time rather than achieving everything at once. If you set your sights too high at the start, you’re more likely to crash and burn.
Set a timeline
Specifics are important when you’re devising a strategy, as they help break your campaign down into manageable goals. Set a timeline that includes when your goal should be met by, as well as individual tasks like photo content, web development, and business video production. Make sure each member of your media marketing team is aware of the timeline, as well as their role in the campaign.
You should also include revision stages in your plan so you can iron out any potential problems and tweak your strategy as needed.
Profile your audience
One of the biggest mistakes you can make in your digital media campaign is failing to understand your audience. If your business is already established, you probably have a target customer in mind, but perhaps it’s time to dig a little deeper. At a surface level, you need to decide who your marketing campaign is for, and what platform they are most likely to use on a regular basis.
For example, your business might have three customer profiles: one is a 24-year old legal secretary who uses LinkedIn, another is an 18-year old student who uses Instagram, and another is a 22-year-old freelancer who watches YouTube every day. It can help to draw up mock profiles complete with photos, names, and lists of hobbies and interests so your team can target your marketing efforts more specifically.
You will need to spend time researching your target market, gathering statistics about online behavior and learning how to drive more targeted content to your audience.
Lastly, make sure you measure the results of your campaign
That way, you can help your business evolve. Even the best digital media strategies fail when there is no plan for continual improvement, so utilize analytics, data and customer feedback to help you stay ahead of the game.