How to Build A Digital Marketing Strategy For 2024 In 7 Steps
Summary
TLDR本视频讲解了如何创建有效的数字营销策略。Sherman 介绍了七个步骤:确定目标、建立营销漏斗、定义受众、规划信息、选择营销渠道、定义内容和执行分析。强调了营销目标需明确、基于事实,使用 SMART 原则设定切实可行的目标。通过了解受众和提供有价值的内容,制定有针对性的信息传递策略。最后,持续优化策略,确保数字营销活动的成功。
Takeaways
- 📈 数字营销策略是一种通过互联网实现营销目标的概要。
- 🎯 确定你的营销目标:提高知名度、获取潜在客户或增加销售。
- 🛠 分析以往的营销努力,设置具体、可衡量、可操作、相关和及时的目标(SMART目标)。
- 🔄 构建你的营销漏斗,包括意识、考虑、转化和倡导四个步骤。
- 👥 定义你的目标受众,建立买家画像,了解他们的需求和挑战。
- 💬 确定你的信息传递方式,根据买家画像调整你的信息,以吸引并保持受众的兴趣。
- 📡 选择你的营销渠道,专注于你的受众所在的平台。
- 📹 提供有价值的内容,如视频、图像、社交内容和广告,吸引和转化受众。
- 🔄 执行并分析你的营销策略,持续优化和改进。
- 📝 一致性是关键,确保你的信息在所有平台上保持一致,以建立信任。
Q & A
问题 1: 什么是数字营销策略?
-数字营销策略是描述您如何通过互联网实现营销目标的大纲。您的策略应包括营销目标、目标受众以及实现这些目标的具体方式。
问题 2: 构建数字营销策略的第一步是什么?
-第一步是确定您的目标。您的营销目标是增加品牌知名度、获取潜在客户还是提高销售额。
问题 3: 什么是营销漏斗,它包含哪些基本步骤?
-营销漏斗是帮助您从生成意识到最终转化销售的步骤。基本步骤包括意识、考虑、转化和推荐。
问题 4: 如何定义您的受众?
-您需要创建买家角色,即可能购买您产品的人的特征概述。包括年龄、居住地、工作、收入、兴趣爱好等。
问题 5: 如何制定有效的信息传递策略?
-您需要确定钩子、引起兴趣的内容以及行动号召。信息传递应直接与买家角色中的挑战相关,并根据不同的营销目标进行调整。
问题 6: 如何选择合适的营销渠道?
-选择您的受众所在的渠道。根据不同渠道的有效性和您的预算进行优先排序。
问题 7: 为什么内容在数字营销中如此重要?
-内容是与受众交换价值的有效方式。它可以是视频、图片、社交内容、谷歌广告、播客等形式。
问题 8: 数字营销策略的执行和分析步骤包括什么?
-执行是启动您的营销活动,而分析是测量结果并进行优化。持续监控和调整您的策略是成功的关键。
问题 9: 如何设定现实可行的营销目标?
-设定具体、可衡量、可操作、相关且及时的目标(SMART目标)。这些目标应基于对您之前营销努力的分析和市场位置的评估。
问题 10: 如何确保您的信息传递在不同渠道之间保持一致性?
-无论是网站、社交媒体还是电子邮件通讯,您的信息传递都应保持一致,以建立和保持客户的信任。
Outlines
😀 数字营销策略的介绍
本段介绍了今天的视频主题——如何创建有效的数字营销策略。通过幽默的开场白,引出数字营销策略的重要性,以及没有策略的营销可能会带来财务上的损失。视频旨在提供创建成功数字营销策略的工具和步骤。
📈 什么是数字营销策略
本段详细解释了数字营销策略的定义及其重要性。策略包括营销目标、目标受众及实现目标的具体方法。理解策略有助于最大化投资回报并保持营销活动的一致性。
🎯 第一步:确定你的目标
本段讲述了制定数字营销策略的第一步,即确定营销目标。目标可以是提高知名度、获得潜在客户或增加销售额。通过分析过往营销活动、使用谷歌分析等工具设定SMART目标(具体的、可衡量的、可实现的、相关的、及时的)。
🔄 第二步:建立你的营销漏斗
本段介绍了营销漏斗的概念及其四个基本步骤:认知、考虑、转化和倡导。营销漏斗帮助明确从提高品牌认知度到最终实现销售的各个步骤。
👥 第三步:定义你的受众
本段强调了明确目标受众的重要性。通过建立买家角色,了解潜在客户的特征、生活方式和购买动机,进而有针对性地进行营销。
💬 第四步:制定你的信息传递
本段讲述了如何根据买家角色制定有效的营销信息。通过勾住注意力、保持兴趣和号召行动等步骤,确保信息传递与目标受众的需求和挑战紧密相关且一致。
📢 第五步:选择你的营销渠道
本段讨论了选择合适的营销渠道。营销渠道的选择应基于目标受众所在的平台,优先考虑最有效的渠道,并根据预算进行合理分配。
📝 第六步:定义你的内容策略
本段介绍了内容策略的重要性。通过提供有价值的内容,如视频、图片、社交媒体内容等,吸引和保持客户的兴趣。选择合适的内容类型并持续产出。
🚀 第七步:执行并分析
本段强调了数字营销策略的执行和持续优化的重要性。启动营销活动后,通过测量结果和调整策略,不断改进和优化,以实现最佳效果。
🔄 回顾与总结
本段对整个视频内容进行总结,重申了创建数字营销策略的七个步骤:确定目标、建立漏斗、定义受众、制定信息传递、选择渠道、定义内容和执行分析。鼓励观众订阅频道以获取更多帮助其业务增长的内容。
Mindmap
Keywords
💡数字营销策略
💡营销目标
💡营销漏斗
💡目标受众
💡信息传递
💡营销渠道
💡内容策略
💡执行和分析
💡买家画像
💡行动号召
💡SMART目标
Highlights
开篇幽默地将数字营销策略比作烹饪,设置了轻松的氛围。
强调了没有数字营销策略只会增加费用而不会产生收入的重要性。
介绍了视频将涵盖如何创建一个有效的数字营销策略。
解释了数字营销策略的定义及其重要性。
第一步:确定你的目标,是增加认知、线索还是销售。
建议通过Google Analytics等工具分析以前的营销努力。
第二步:构建你的营销漏斗,包括认知、考虑、转化和倡导四个步骤。
第三步:定义你的受众,建立买家角色,并理解他们的具体需求和挑战。
第四步:制定你的信息传递策略,包括吸引注意、建立兴趣和呼吁行动。
第五步:选择你的营销渠道,优先选择你的受众所在的渠道。
第六步:制定内容策略,选择最适合你的受众的内容类型。
第七步:执行并分析,启动你的营销活动,持续优化你的策略。
强调数字营销策略不是一劳永逸的,需要不断测量和调整。
总结了建立2021年数字营销策略的七个步骤。
鼓励观众点赞和订阅频道以获取更多帮助其业务增长的内容。
Transcripts
[Music]
hey sherman uh could you cook me up one
of those digital marketing strategies
sure a digital marketing strategy uh how
would you like that cooked
uh actually i was thinking about well
done and could you add some of that
effective sauce effective you got it all
right all jokes aside today's video is
all about how to create
an effective digital marketing strategy
we've probably consulted
hundreds of businesses over the years on
creating
their own digital marketing strategy and
some of them have resulted in over one
hundred thousand dollars in revenue
and some of them resulted in close to
three hundred thousand dollars in
revenue
look either way marketing without any
digital marketing strategy won't
generate
any revenue but it'll probably generate
some expenses on your financial
statements
obviously that's not what you want and
that's exactly why you're watching this
video so buckle up today i'm going to
give you the tools
to creating a successful digital
marketing strategy for your business
hi my name is sherman with life
marketing a digital marketing agency
that helps small businesses grow
today i'm going to give you the seven
steps to building your own
digital marketing strategy by the way if
you're new to our channel be sure to
subscribe so you don't miss out on
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and if you want to help us continue to
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then please help us out by smashing that
thumbs up button for me below
alright now let's go ahead and get
started with building your digital
marketing strategy
first of all what is a digital marketing
strategy
a digital marketing strategy is an
outline that describes how
you will accomplish your marketing goals
through the internet
your strategy would include your
marketing objectives who you will be
marketing to
in what manner in a clear description of
how you would accomplish
said marketing objectives having a clear
understanding of your digital marketing
strategy will help you make the most
of your investment and maintain
consistency across
all of your marketing efforts okay then
so how exactly do you build
your digital marketing strategy here are
the seven steps to building your digital
marketing strategy
step number one determine your objective
is your marketing objective right now to
increase
awareness leads or sales now naturally
most people i talk to will almost
always say sales but wait a minute how
many sales can you
actually make if no one knows you exist
a good digital marketing strategy should
be carefully crafted based on facts like
how many people are actually aware that
your business exists
right now you should start your digital
marketing strategy by looking
in the mirror do a careful analysis of
your prior marketing efforts
determine what worked best and what
didn't and consider what your business
needs to be successful in the days ahead
to do this
just take a peek into your google
analytics account and if you don't know
how to view your website analytics or
don't have one
then consider using free tools available
on the internet
like alexa for example anyway really
think about your business marketing and
set
smart goals not just smart but you know
the acronym
smart come on don't make me say it all
right here you go
specific measurable actionable
relevant and timely smart goals
look just set realistic goals that are
attainable
a lot of business owners call us and say
hey life i need to reach
1 million people within the next 30 days
and i have a 500
budget and i want to know if your firm
is good enough to do that for me or not
meanwhile we're on the other end kind of
like you know this is gonna cost you way
more than 500
right okay let me stop youtube venting
and get back to the point the point
is when you're building your digital
marketing strategy make sure you look
yourself in the mirror first
analyze your prior efforts and where you
sit in the market
and then set realistic marketing
objectives alright step two
build your marketing funnel when i'm
building a digital marketing strategy
for someone i always
ask them what does your marketing funnel
look like and most times
people look at me like uh i don't know
all right so let me explain this for
just a second remember those cells that
we talked about
in step one and how you're not going to
get those sales unless people
actually know you exist well a marketing
funnel helps you lay out the steps to
generating awareness to
ultimately converting people into sales
now there are four basic steps inside of
any marketing funnel
awareness consideration conversion and
advocacy
now i won't fully explain this now
because we've already published another
video on this topic
so be sure to subscribe to our channel
and check it out but when building your
marketing strategy your marketing funnel
will help you answer
questions like how are we going to make
complete strangers aware of our business
or once they are aware and know that we
actually exist how are we going to build
a connection with them
and then lastly once we connect with
them and they fall in love with us
how exactly are we going to convert
these people into buying customers
you can literally take the entire
marketing funnel peace out each stage
and use that to explain every single
component
of your digital marketing strategy
alright let's move on to the next point
step 3 define your audience
who exactly will you be picking up and
dropping into your digital marketing
funnel
you need to be very specific here you
need to build
your buyer persona a buyer persona is an
outline of the characteristics that you
identify as someone who might buy
your products having this is incredibly
important
because in order to be successful at
digital marketing
you are going to have to talk to people
who are most likely going to buy from
you
and if you don't know who that person is
or even worse
you do and are unable to relate to them
doesn't matter how good your digital
marketing strategy is unfortunately
none of it is going to work you must be
able to speak directly to your
audience's specific goals
and challenges and help them obtain
success
so here's exactly what you need to do
put yourself
in your customers shoes and ask yourself
why
would i buy this list out every single
reason why you would buy
your own product then figure out who
exactly are you how old are you where do
you live
what's your life like what kind of job
do you have what's your income looking
like
and what do you do for fun what are you
watching on tv
what's your favorite social media app
and then finally ask yourself
why would i not buy this product list
out every single objection
what's wrong with your product what's
confusing about it what questions would
someone have
about my products write out every single
answer you possibly can to
all of these questions pretty soon
you'll have a ton of information
and most importantly you'll understand
your buyer persona
and boy once you understand your
customers like
really understand what's going on in
their mind
then you can really start marketing to
them which
actually brings me to my next point step
four
outline your messaging once you've
mapped out your soulmate well
ideal customer you can move on to
working on your messaging
this is going to be so much easier now
that you fully understand
who exactly you're talking to you just
need to figure out
what exactly you're going to say but
what exactly do you say
your dream soul mate is standing right
in front of you what are you going to
say
are you going to say anything afraid
you're going to blow it
or do you just not know what to say well
here's an example of what i
say are you sick and tired of being sick
and tired
ever feel like you're moving but not
actually going anywhere
well here's the cure that helped over 35
000 people
and this same exact cure was just
featured in fortunes magazine
improve your situation today by visiting
sherman.lifemarketing.com
okay while i just made this up on the
spot here are the specific things you
need to have
in your messaging number one a hook if
your customer is standing right in front
of you
aka on facebook you need something that
is going to make them stop scrolling
and look at your business use your buyer
persona outline
and use one of their primary goals or
biggest challenges
and then create a hook that talks
directly to the person you're targeting
don't overthink this
but do know who you're talking to forget
about the wittiest hook
and think more about what your audience
will respond to
they will only respond to triggers that
pull at their unique
life circumstance alright number two
build interest
a hook will make them stop and start
looking at you but
if you're not interesting then they're
just going to scroll on to the next
thing
so you need to make sure you make the
next few seconds count
in my example i listed a statistic that
i helped over 35 000 people
just like them and that we were featured
in a major publication that everyone
knows about
this might pique someone's curiosity
just a little bit more
and now you've got their attention which
leads me to step three
action once you have their attention you
need them to
act on it you need a call to action and
you need it
now but don't be basic and just tell
people to go to your website and buy
your stuff
think about your funnel if you're trying
to generate awareness then don't turn
them off
on the first date by asking them for
their money invite them to learn more
about you
and your business this might be checking
out a video a blog post
ebook and so on anyway let me be very
clear about messaging for just a second
here
your messaging should be directly
related to
challenges listed in your buyer's
persona your messaging will be different
based on your
different marketing objectives and your
messaging needs to be consistent
messaging to generate awareness will be
different from messaging used to
increase your sales
messaging to a complete stranger should
be different from messaging
to someone that you already know there
are many different messaging techniques
out there so just be sure to subscribe
to our channel so you don't miss out the
future content that breaks this down for
you but regardless of the techniques you
use
your messaging should be consistent
whether it's on your website
social media or your email newsletter
for example
imagine dating someone who presents
themselves as one way but
is completely different on the second
date you probably not trust that
person's intention
so be sure that you're not doing this
with your customers and be consistent
in your messaging all right now let's
move on step number five
select your marketing channels here's an
easy one that
many people over complicate marketing
channels people call us every day
asking us what marketing channels should
their business be on
and the answer is very simple the
marketing channels that
your customers are on one of our
business mentors once told me
that there are a thousand ways to market
your business and
you need to be good at all of them
basically in the perfect world you need
to be marketing to your customers
wherever
they might be if they are searching for
companies just like yours on google
then obviously add google to your
marketing strategy if they're on
instagram then you might choose to add
instagram to your digital strategy
or if they're watching videos on youtube
then maybe you'll start a youtube
channel
regardless pick the channels where your
audience is located
and incorporate it into your digital
marketing strategy though
normally there is one problem with this
budget if you don't have an endless
budget then chances are
you probably can't choose an endless
amount of marketing channels each
marketing channel will require a certain
amount of effort
and money to use it effectively so once
you have listed out
all the marketing channels that your
customers use start prioritizing them
in order of effectiveness now this will
look different for different businesses
for example if you are a plumber then
you'll probably have a better shot at
lending clients on google than you would
on facebook meanwhile if you're selling
body lotion
you might be able to reach more
consumers at lower prices on facebook
than you would on google okay so here
are the rules that you need to follow
number one only choose marketing
channels that contain
your audience number two prioritize your
marketing channels based on
their effectiveness number three to
figure out what is
effective consider your business
services and most importantly
your buyer persona all right now we're
getting into the nitty-gritty
by now you've defined your messaging and
your digital marketing channels
but now you need to bring people into
your marketing funnel and pull them down
until they convert and there's only one
way that you can really do this
by offering value you need to offer some
type of
value to your customers in order to make
them aware of your business
engaged and eventually buying something
from you
if there is no value you can offer them
then you shouldn't expect
their hard earned money to come into
your business with that said
content is one of the most effective
ways to exchange value
to your audience but content comes in
many different forms
i mean there's video there's images
there's social content
there's google ads podcasts and so much
more right but like we stated in the
last step
you can simplify this by better
understanding your audience
once you do you can choose the content
types that they prefer
to engage with or content that you have
the means to produce
either way unless you're balling on a
fortune you're going to need to pick
just
a few types of content and prioritize
them
in terms of what you think will be best
for your audience
a quick way to fail is to try to do
everything while doing nothing
particularly well
so decide on your content strategy and
put
all of your efforts into generating that
content on a consistent basis
last step step 7 execute and analyze
the final step here is to stop thinking
and start doing
you've defined your objectives your
funnel audience
messaging channels and content now it's
time to
launch your marketing campaign on the
channels you selected with the messaging
approach
that you've defined and also using the
content
you've created but let me warn you for
just a second here the work doesn't stop
once you've built your marketing
strategy and launched your campaign
no no we're just getting started here if
you turn your back on your marketing
strategy now
then you're setting yourself up for
failure in our world
agencies call this set it and forget it
your digital marketing strategy
is not something you just set up once
it's continually
evolving you launch a campaign measure
the results and tweak it
then you launch a better campaign
measure the results and tweak it
and then you might launch a worst
campaign measure the results
and learn from it look bottom line you
have to stay on top of your digital
marketing strategy
the good news is is that if you get
started now you'll
already be doing more than 70 of
everyone else
then you can get into the top 10 percent
by being disciplined
and consistently optimizing your
strategy
campaign after campaign if you do this
you will have the best shot at success
with your digital marketing strategy
with all this said let's go ahead and
recap today's episode and the major
points that you need to take away
today we discussed how to build your
2021
digital marketing strategy those steps
were very simple
determine your objectives build your
funnel define your audience
outline your messaging select your
marketing channels
define your content and most importantly
execute and analyze alright folks that's
it for today's episode
if this video helped you in any way
shape or form
then please help us out by hitting the
like button for us below and i'd greatly
appreciate it
and if you like this content then be
sure to subscribe to our channel so you
don't miss out
future content that we're putting out to
help you grow your business
we'll talk to you soon
[Music]
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