Three fundamental digital marketing strategies

Written by 8:21 am Digital Focus, Strategy Focus • 2 Comments

Read the three key strategies to get your business rolling on digital.

Over the past few years, we’ve been working hard at refining a number of digital marketing strategies.

We’ve found three fundamental strategies that can be used in isolation or integrated…

Inbound Marketing

This is a tried and tested strategy that has been adopted across many industries and businesses. Hubspot marketing have probably done the best work at making this a popular marketing strategy.

In essence, inbound marketing techniques aim to drive interested people to your website through interesting and informative content. This content is then structured in such a way to achieve a ‘call to action’ from the reader. In some way, this strategy is criticised as being too ‘sales orientated’ or a ‘hard selling approach’.

We’ve found however that the principles of Inbound Marketing can be successfully used to build consistent traffic to a website of interested buyers of services and products. The way you handle your content strategy will then depend on if you come across as ‘sales orientated’ or ‘hard selling’.

Social by Design

A big part of digital campaigns is designing social concepts that build communities of interest around the work you’re doing. Understanding Social by Design is key to designing social media strategies.

A strategy becomes social when it leverages the social aspect of life rather than merely using a social network. There are three primary social elements that we should be thinking about when we develop a social strategy.

1) Personalisation

A social strategy will look to customise a campaign with a personalised interface for the user that enhances their experience by highlighting what’s important to them. The users identity then defines a large part of what their experience becomes. This is easily achieved by integrating with existing social networks, and by designing space on your online platforms for personalised content.

2) The reason to share

Viral campaigns become viral because they have something that people want to share. The trouble is that people don’t always share content in the same way all the time. People are more complex than that. Sharing is dependent on the content, the emotional context of consuming that content, and so many other uncontrollable factors. When designing for social, we should not ‘hope’ that people share content. We should design the strategy to encourage the sharing action.

3) Connecting community

Remember that a social strategy aims to connect your company or brand to the community of people who ‘like’ you. In other words, a focus on your community is important but needs to be balanced with a serious focus on connecting to the communities of your fans. Sharing content often introduces you to your fans’ community but there needs to be a strategy design to connect their community to yours. Connecting community has more to do with empowering ambassadors to build new communities than to add people to your database

Mobile First

As my fellow colleague, Steve Gardner, says:

The mobile space presents brands with an unprecedented opportunity to engage both existing and potential customers, but the way customers see their mobile devices is very different to how they see other forms of media such as websites, television, and print.”

We’ve noticed that digital strategy needs to be re-thought in many ways. The challenge is not to include mobile in your existing strategy but rather to “mobilise” your strategy. To lead with mobile, to make sure your platforms, ideas, creative, and social are all mobile. On a marketing level, this is very important. Even more critical is looking at your entire business model, product design, and business systems to ensure they are mobile.

Mobile is simply too integral to the way people work, play, and live in the future not to include as a central component to marketing and business strategy.

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