How to carry out a digital marketing strategy in 2023?

New year, new challenges! January is always a good month to start or resume the work that will lead us to achieve our goals. That is why it is also a good period to establish a digital marketing strategy.

A strategy is the path that a company’s team must follow to achieve goals. In other words, it is a roadmap where everyone involved must commit.

It is important to know about digital marketing to be clear, through which means we can reach the target audience that interests us. Although almost all of us use social networks, not everything can be advertised there.

Steps to carry out a digital marketing strategy in 2023

1. Where are we?

It is essential to capture in a document the current situation in relation to digital marketing; for example:

• How many followers do we have on social networks?
• What percentage of sales come from digital media?
• What is the company’s sales volume?
• What percentages of email marketing messages are opened?

At this point it may be useful to make a matrix FUCK (Strengths, Obstacles, Weaknesses and Threats). Do not lose sight of internal and external factors. It is impossible to have control over each one.

2. Where do we want to go?

Set the goals you want to achieve. These goals must be SMART: measurable, achievable, relevant and a determined time. Some SMART goals might be: increase brand awareness, launch an e-commerce site that parallels physical stores, increase sales, gain a more loyal customer base, more satisfied shoppers.

Not all objectives must be monetary, some may be aimed at improving the relationship with customers or even to publicize the product or service.

3. How will we achieve those goals?

At this point ideas are put into action. Budgets, human and material equipment required, assignment of tasks, etc. are defined. At the same time, it is established what will be the KPIS or key performance indicators, with which we will measure the results. Some of them could be:

• Increase sales by 20% by the end of the first quarter
• Increase the number of followers by 30%
• Have the e-commerce site ready on a certain date

4. Evaluate results and set new objectives

Here we review what was fulfilled and what was not fulfilled. The reasons are also analyzed to know how we can improve. It is not advisable to see a global result, but of each one of the KPIS and in that case, measure the performance of each digital channel. The most important thing is to learn and not make the same mistakes again.

The amount of information that digital platforms give us helps us to have a more accurate customer profile, to know which pages of our site were most visited, by what search terms they found us and more. In the event that within the company, there is not enough knowledge about digital marketing, it will be necessary to hire an agency or external consultant.

The following graphic shows an example of how to apply a digital medium to certain marketing objectives:

itzayana.rios@eleconomista.mx