A common practice when working in a digital agency is defining a marketing strategy based on specific goals, targets, budget and timeframe.
This is one of the reasons why I wanted to make a chart which would easily demonstrate the process and metrics you can use for measuring performance and what channel works best for specific goals.
This is the first in a series of plans, but in short it is an overview of the strategy process.
In future posts I plan to breakdown each section in further detail, allowing for a more in-depth understanding of digital marketing strategies.
I hope you will find this useful as an overview or a reminder of possible additions to define, track or include in future strategies.
How to use the chart:
- Starting at the top of the chart you define your Goals, Purpose, Timeframe, Location Target, Customer Profile and/or Device, if required, which are suggested in the rainbow from one through to six.
- Once you have defined your overall goals and or targets you can then decide which specific channels they are most suited to.
For example, if you require instant results SEO is not the most suitable channel, however paid search may be suitable. Depending on your demographic and or product, social paid search or PPC may be suitable.
You will be able to refer to the mid-section of the chart which corresponds to the Goals rainbow to see which channel may be more suitable for your targets and goals.
- Once you have identified which channel you will be using, you will be able to refer to the metrics section to see the possible metrics you can measure channel performance on.
- Dependant on your demographic, location and goals you will be able to identify which platform or segments you can use to focus your efforts on.
I’m completely aware that this is not a comprehensive plan and I had to stop myself from adding and building upon the chart as I wanted to keep this initial one as top level as possible whilst still being useful.
I will continue the series to break each section down further as I am fully aware that the commonly used channels related to specific Goals are not comprehensive e.g. the social goal could be traffic instead of reach etc.
I am sure there will be omissions and possible objections to some of the metrics, channels or even strategy types that I have included, but rest assured I fully intend to expand on these in the future series.
I hope that you will find this infographic helpful as this is one of the most enjoyable parts of my job; I love drilling down and creating strategies and I hope this will give some inspiration into possible additions to future marketing campaigns.
If you would like to make any recommendations or feedback you can comment below or contact me on Twitter @HeleneHall.