Editor's Note: This post was originally published on January 21, 2015, and was updated on March 20, 2020.
A large-scale digital marketing strategy is a complex undertaking, which is why before you know it - and even though you have the best of intentions - things can get messy. Too much of this tactic, not enough of that one; a dash short on cohesion, a lack of collaboration. One tiny misstep can often send an entire digital marketing strategy careening off track. However, when the perfect mix of digital marketing solutions comes together, success flows like the magical elixir of a Disney fairytale.
With that in mind, we wanted to share the 6 Essential Elements For A Successful Digital Marketing Strategy. With the amount of confusion, noise and sheer choice available in the digital marketing space, it's become increasingly difficult for marketers and businesses to figure out where and how to focus their energy. Below, outline the components that will help your digital strategy cut through the crowd and deliver success.
1. An Engaging, Responsive Website
With more and more people interacting with brands via their smartphones and tablets, it's necessary to ensure you're delivering a consistent and responsive experience across all devices. It should be just as easy for a user to engage with or complete an action on your website, content and social media with their phones as it is their laptop. And oh yeah,the wearable market is promising, the number of connected wearable devices worldwide is expected to grow to over 1.1 billion in 2022 so that might be important. Don't sleep on anything related to mobile technology - we promise you'll regret it.
2. Measured Search Campaigns
Is SEO dead? HA, good joke, we really had ourselves going there for a second. SEO is alive and well, friends, but perhaps a bit more difficult than in the past due to an increased number of requirements and that pesky algorithm over at Google that keeps getting better and better. Then again, search marketing isn't just about SEO, so don't forget about the incredible effectiveness of pay-per-click (PPC) campaigns. The key, whether you're doing PPC or SEO, is to track and measure your results so you can maximize the value of your marketing budget.
3. Email Marketing
It's amazing how overlooked and underused email marketing is, even this day in age. Sending email to your target audience is one of the most effective ways to drive traffic, engagement and conversion. You're missing a huge opportunity, not to mention an integral part of a successful digital marketing strategy, if you haven't implemented email marketing.
4. Add Social to the Mix
Over the last year, we've talked a lot about how vital customer service is to the core of a company or brand. And in our opinion, social media is a space where you can delight your customers with unexpectedly exceptional customer service. Increased social activity also gives a boost to your brand's awareness, and adds credibility and thought leadership to your industry voice. Even though many businesses had a difficult time discerning the utility of social media, they're starting to figure out it isn't just a fad.
5. Join The Dots With Content Marketing
Ah, content marketing - the darling of the digital space for many years. With more companies heavily investing in content, there's an increased pressure to plan, organize and deliver magical, unicorn-like content that wins the heart of anybody who reads it. Yeah, that's not reality, at least not the unicorn part. But seriously, content is becoming so huge that you really do need to seamlessly plan, collaborate and organize your content marketing agenda to achieve success.
6. Measure, Tweak, Improve
Everything in digital marketing boils down to value. Most companies and brands have tight budgets but expect huge results, and the only way to do that is to always, always, always measure, tweak and improve upon whatever it is you're doing in order to extract maximum value.
Need help to get these digital marketing elements into your strategy? Contact WSI for more information.