Creating Your Digital Marketing Strategy

Introduction

• Presented by Tony, lead coach at UpScalable Digital.
• Focus on creating a digital marketing strategy for online platforms.
• Engagement encouraged through live chat, led by Emmanuel.

Icebreaker

• Participants asked to share their name, location, breakfast, and expectations for the session via live chat.

Importance of a Digital Marketing Strategy

• Essential for leveraging online platforms effectively.
• Need for a strategic plan and roadmap.
• Part of a webinar series by Google for small businesses in Africa.

Agenda

1. Introduction to Digital Marketing

   • Benefits of taking business online.
   • Explanation of digital marketing concepts.

2. Digital Marketing Channels

   • Exploration of available channels.
   • Determining which channels to leverage based on business needs.

3. Building a Digital Marketing Plan

   • Components and structure of a digital marketing plan.
   • Best practices for strategy development.

Introduction to Digital Marketing

• Digital marketing can help reach a global audience and understand customer behavior.
• Importance of customer engagement and building a community.
• Examples of metrics: conversions, traffic sources.

Digital Marketing Channels

Key Channels

• Search Engine Optimization (SEO):

  • Optimize website for search visibility.
  • Use keyword research and high-quality content.

• Search Engine Marketing (SEM):

  • Paid advertising on search engines.
  • Use tools like Google Ads; focus on keyword matching.

• Social Media Marketing:

  • Utilize platforms like Facebook, Instagram.
  • Engage with audiences through regular and engaging content.

• Display Marketing:

  • Online ads across various websites.

• Email Marketing:

  • Build and segment email lists.
  • Personalize communications and measure engagement.

• Content Marketing:

  • Use a variety of content formats (blogs, videos, case studies).
  • Map user journey and distribute content appropriately.

Building a Digital Marketing Plan

Steps

1. Identify Business Goals and Objectives

   • Align online objectives with overall business goals.

2. Budget and Resources

   • Determine available resources for digital initiatives.

3. Identify Audience

   • Define target demographics and behaviors.

4. Decide Channels

   • Choose channels based on business objectives and audience.

5. Plan Activity

   • Develop a calendar and strategy for content and campaigns.

6. Set SMART KPIs

   • Define metrics that are Specific, Measurable, Attainable, Relevant, and Time-bound.

Tips

• Combine SEO and SEM for comprehensive search strategy.
• Use tools like Google My Business for free local visibility.
• Continuously measure and optimize based on analytics.

Conclusion

• Apply the knowledge to create a digital marketing plan.
• Use resources like Google's learning portal for further education.
• Engage continuously with new trends and audience behaviors.