How to Create a Digital Marketing Strategy

In order for customers to choose you, it is not enough to simply add a product to the site and wait for someone to buy it. You need to build a whole chain of interactions: correctly tell about the advantages of your offer, demonstrate the quality of the product, remind about the product put in the basket, engage users in communication on social networks. In other words, you need to develop a strategy. At the Irish digital school D’SKUL

, we invited internet marketer Andrey Kravchenko, senior partner at One Marketing Group and founder of the strategy studio By Kravchenko. Andrey told us what issues a digital strategy should solve and what points should not be overlooked when creating it.

Digital strategy is a plan for promoting a product whatsapp number database  or service on the Internet. It is the key topic of Internet marketing and probably the main problem of modern business.

Digital marketing generally includes three main topics:mat of those questions that a digital strategy should answer.

The most important indicators are: visitors, conversion, average check. Conversion rate (CR) is the ratio of the number of site visitors who performed any target actions on it to the total number of visitors.

Example: 200 orders (400 products) were sold with a total income of 100,000 rubles.
This means that the average cost of a product is 250 rubles (100,000/400). Accordingly, the average number of products in a receipt is 2 (400/200). 

In general, these three items make up the business turnover.

To properly research the metrics, you need to understand who your client is, not from the point of view of personal ideas and expectations, but from the point of view of applied analytics. This is based on two models:

There are six stages in total, but they can be “rounded” to four global ones:

This diagram shows the main four stages using the example of customers interested in purchasing furniture.

Of course, the client learns about the advantages of the product at the second stage, but real experience is formed only after use. It is imperative that the client learns how to use the product correctly and does not throw it away. Almost all negative experiences with good products arise because people do not know how to use them.

This is where the loyalty stage comes in, when a person has a good attitude towards the brand as a whole and buys the product several times. You can also conditionally add a trigger stage, when a person, with the help of an article on a blog or the author of a link, understands that he needs to buy the product again, and he returns to actualizing the need.

In a broad sense, digital marketing is about understanding who the client is and how he buys. This can be determined in three ways:

Collection of semantic core

Semantic core is a set of keywords reflecting the subject and structure of the site. You can use the Wordstat Yandex service

In the future, this understanding will be needed to build the logic of using various tools. Social networks are the most effective of them, as they allow you to interact with the client throughout all stages. 

When you understand the audience and how it buys, you can use a specific tool to work with each segment at each stage. This may relate to the logic of the content plan, contests, answers to questions, promotion and analytics.

Here it is necessary to understand the following: what product and how the product range matrix should be built – a list of all product items.

The product range matrix consists of five points:
1. Lead magnet. These are free products that are used to attract an audience.
2. Tripwire. This is a cheap product to convert a large audience that came to the free product into buyers. 
3. Main product. This is the main product that is sold after the tripwire. 
4. Profit Maximizer. This is an expensive product, the main task of which is to increase the average bill. It accounts for 60-80% of the profit.
5. Return path. This is a product that a person constantly returns for. 

Previously, we discussed what customer segments the secret to help sales increase sales to the maximum when applied at the right time  there may be, how they buy at the stages of the consumer journey map (CJM), and what the assortment matrix looks like. For the matrix to be effective at each stage, it must be positioned correctly.

Brand territory. This is the boundaries beyond which the company will not go in its communication endeavors.

So, there are only six key stages at which global seo work you need to build a promotion matrix:

1. Reach tools. They attract traffic to the business.
2. Capture tools. They are responsible for where all the traffic is attracted and how exactly it is collected on the site.
3. Warming tools. They are involved if the user’s contact information has been collected. Then, with their help, the person is “warmed up” and moves towards purchasing the product.
4. Deal and sales tools. They help people make a purchase.
5. Upselling tools. They facilitate the sale of additional goods and services.
6. Loyalty tools. They retain the audience.