For a long time now, our team of SEO experts has noticed an organic SEO search specifically for the long-tail keyword “The Complete Guide To Creating A Perfect Digital Marketing Strategy”. This made us understand that a lot of aspiring marketers out there are looking for a strategy that’s near to perfect and foolproof! As a digital marketing company from Chennai, India we believe it’s time to address this to our audience.
Quite literally, the ability to adopt digital innovation into marketing and communication strategies has now become more critical than ever! Why? Since every brand out there is fallen head over heels on strengthening their brand reputation!
Spinta Digital’s digital marketing experts have experience in dealing with clientele in both B2B and B2C sectors in various industries such as Real Estate, Healthcare, Education, I.T, etc. So, thankfully after due nagging, they gave in some of their inputs on how to build the ultimate digital marketing strategy!
Before we move ahead, have you ever realized why should digital marketing ever be used for your brand?
Although there could be plenty of recurrent reasons to go with the following four stands tall!
- Increase awareness among audience
- Increase visits and sales
- Gain Market Share
- Build a brand reputation of your business.
This means you have to first and for answer the question – “What should a perfect digital marketing strategy entail?”
Well, the answer is surprisingly easy! A perfect strategy is one “THAT WINS CUSTOMERS, GROWS REVENUES AND ENHANCES REPUTATION!”
Implementing A Strategy-Driven Transformation
In this part of the blog, we are now going to move into an extensive understanding of creating a perfect digital marketing strategy for your brand. Our approach has the “six” following components – Situation, Objective, Strategy, Tactics, Action and Control, in short SOSTAC!
Did you know that SOSTAC is a planning model developed in the 1990’s?!
Venturing further, let me explain how these unique approaches are met to come up with a perfect digital marketing strategy.
Situational analysis is the foremost – root analysis that has to be made for your brand (or your client). It answers the most basic question – “Where are we right now?”
With situation analysis, you provide an answer to the following analysis.
- Industry Analysis
- Global Perspective
- Competitor Analysis
- Customer Insight
The second entity of SOSTAC is an observation model that analyses where a brand would like to take itself to? For example – you define your objective like – Do I want to generate leads for my brand? (or) Would I like to bring in more traffic for my blogs? etc.
Objectives have the following 5 entities attached to them. They are Sell, Serve, Sizzle, Speak and Save.
- Sell – Understand your customer acquisition, customer retention targets.
- Serve – Understanding your customer satisfaction targets.
- Sizzle – Making emotions speak: understanding the positive sentiments metric
- Speak – Making your customers react to your brand. Satisfying your KPI’s.
- Save – Quantifying number of web visitors and metrics of brand reach.
The third stage of SOSTAC is the strategy – which highlights how actions could be done to attain our set objectives. This is in fact, the stage where you perform segmentation, target and positioning based on customer profile, departments, geographies etc. Strategies are a sequence of what has to be done and how it has to be done to achieve your target audience.
The fourth stage of drafting a digital marketing strategy is the tactics stage. This is exactly where the entire teams chirp in to make your objectives come true. Tactics cover special tools of digital marketing like – Search Engine Optimization, Social Media Marketing, Email Marketing, Pay Per Click advertising and so on.
Since tactics are the stage that breaks the big picture into smaller details – we must also ensure that we provide the right details before we implement this strategy. For example, in this phase – you provide:
- What tools are being made used of?
- What kind of campaigns is being set to reach our objective? (Lead generation, website traffic, PPC ads etc.)
- Are we making use of the right tools?
- What theme/messages are we wishing to communicate to the audience?
- Are all our campaigns segmented and consistently distributed across all platforms of digital marketing?
- Do our campaigns meet our necessary budget/allocated resources?
Before last, we come to the “action” stage that helps people understand the kind of work they do. Action stage is the “verb” stage of SOSTAC model which means the various skills are allocated to resources and responsibilities are assigned to actually start acting!
The last stage of your SOSTAC model is the Control stage that allows you to identify your positives, rectify your errors and monitor your performance. In short, this stage defines how much you have worked on!
The following are predominantly followed in the control stage of an SOSTAC model.
- Holistic metrics that’s used to monitor campaign performance.
- Web Analytics and an indication of how KPI’s are being met.
- Conversion Rate Optimization for your set campaign.
- User Experience Review.
- Customer Satisfaction Survey.
- Report Generation.
With every marketing strategy also comes a unique responsibility – ROI (Return of Investment). Therefore, it’s always important to set defined and SMART objectives before you move to the action plan of your strategical planning.