Digital marketing strategy is important.
At Primal, we call this your Digital Blueprint.
The Blueprint goes through an in-depth exploration of your business, working through five stages to help you understand your business vision and goals, who your ideal customer is, how to reach and communicate with that ideal customer, and what steps can help you reach your vision and goals.
In this episode, you will learn the 5-step process we use to develop your Digital Blueprint.
Today, we’re going to talk about what we call your “Digital Blueprint” here at Primal. Your Blueprint is essentially a strategy you set in place for your digital efforts.
Here’s the five-step process to this strategy:
- Current State
- Ideal State
- Planning Stage
- Recap & Review
Let’s get started.
First, we have the “Current State”. This is exactly as it sounds – where are you today? You need to think about a few major topics here. What is your sales funnel setup like now – online and offiline? Do they differ, and if so, why? Where are your advertising dollars going? Can you measure the ROI on each? Is there a certain medium that works better for you?
Essentially, you need an entire view of the current marketing and sales performance and operations of your business. Take it all into account. You’ll be better off having too much information and having to cut some out later than having too little and missing important aspects of your strategy development. Just make sure you set a deadline so you don’t drag this out.
Second is “Ideal State”. Again, this should be pretty obvious. Where do you want to be? What do you see for yourself in the future? Put simply, I would break this into three main sections: your vision, your goals, and your milestones.
Picture this as a pyramid where your vision is at the top, goals are in the middle, and milestones are at the base. Each lower level should work towards the level above it. In your strategy, you want to align your goals to support your vision and your milestone to support your goals. Your vision is what guides the entire process.
Next, we have the “Planning Stage”. This is when we start to connect the dots – what gets us from our current state to our ideal? What do we need to do? To learn? To add, remove, or change? Is there a tool, technique, or talent we need to invest in? This can be logistical, creative, and emotional. You need to balance your resources (time, money, energy) again since you will be going through changes. And then there’s that word – change. We know people are resistant to it, and if a new marketing technology is taking place of what someone once did manually, they may have reason to fear. You might notice that you can replace someone’s job with some software that can do the same things, just better and cheaper.
And creativity is important because there’s a tremendous amount of options out there for you. Email marketing, retargeting, pay-per-click, Facebook, Twitter, LinkedIn, mobile-responsive website designs, landing pages, copywriting overhauls, CRM systems… the list goes on and on…
Like I said before, we have limited resources, so what will you invest in? It’s always better to do fewer things better than do everything and be mediocre at best. (That’s a tip I give to everyone when they start saying, “we’re going to get on social media – Facebook and Twitter and LinkedIn and Pinterest and Instagram and…” That’s when I have to stop them and say wait, wait wait… “let’s choose one to start on, get that right, and then go to another. Do it gradually or else you might end up in over your head and not getting any ROI from it.” So, that’s just a small warning for ya.
“Experimentation” is when things start to get interesting. This is when you implement your plan and start taking action towards getting to that ideal state. This is your moment to make something happen. We won’t get into this too much, but just get your logistics right and don’t give up in the first few weeks if it doesn’t appear to be working. These things take time.
Finally, “Recap & Review”. What did you accomplish? What didn’t you accomplish? What seemed to work best? What gave ROI and what didn’t? This is when you go over all the numbers and make some decisions for next time.
And yes, I said next time, cause this isn’t a one-off job. You need to do these strategies constantly. Digital marketing, your company, your goals… they are all in constant flux. If you can consistently develop your strategy with this method, you can stay ahead of the competition and reach your goals and vision. It takes work, so just do the steps mentioned here and continually develop.
I’m working on a book right now that I will be publishing on creating your digital marketing strategy. It will go over everything we mentioned here in much more depth, plus discuss the digital sales funnel that you need to know about in order to create your strategy. A workbook will be part of the deal also, so you can take action as you go through the book. I’m excited about this opportunity, so for those interested, there’s the chance to sign up for FREE early access to the eBook. The book will only be available for a few days for free, so you need to be on this list to make sure you get access. Signups are on the blog page in the right sidebar!
That’s all for today – good luck crafting your digital strategy!