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Digital Marketing Strategy: Part 1

Wednesday, April 08, 2015 by Katie Zulanas

The MediaTrik Team passes along some lessons learned about setting up your digital strategy.

What We've Learned

Creating an effective digital strategy is crucial to your business.

Knowing your goals and being able to measure them will you a powerful method to increase your ROI, or Return on Investment of your marketing dollars.

Imagine throwing a party to invite new customers to your business, but no one knows when it is or how to get there!

Marketing efforts must be coordinated to be effective.

What We've Learned?

1. It's all about YOUR customers. Not about our company, or even yours!

ready set go

It is important to identify your ideal customer. Seriously, how old are they? What are their hobbies? When do they like to shop?

Even though you may know your ideal customer, have you taken the time to re-evaluate them in light of how they interact with social media? If they like reading your blog or watching a video?

You can use great tools like Google Analytics to see who is visiting your website and how are they getting there. Google Analytics has just expanded their reporting to include demographic and goal conversion information which can help you refine your understanding of who is finding you and what they need.

Once you've created or refreshed your understanding of your ideal client,

2. Build an online presence to attract, convert and serve your customers.

people use multiple screens

Your professional website forms the strong anchor of your marketing network. By maintaining your branding and integrating social media you can build a powerful network to bring you leads. A device responsive website will ensure the best user experience on whatever device they are using.

Did you know people use three different screen combinations each day? 81% use a smartphone and television simultaneously. 66% use a computer and smartphone at the same time.

Cross-connecting your website to social media creates a web of marketing channels with the best number of opportunities for you to gain customers and increase sales.

3. Measure, Rinse, Repeat

New business from social media

Careful measurement of these channels will ensure that your marketing dollars are spent correctly.

Using the latest Google Analytics goals tool lets will show you which visits resulted in sales / conversions / leads.  Additionally, it will let you know what your sales funnel looks like.  Where are people coming from?  What are the steps they take to get to the goal?  

Understanding this data will let you make adjustments and conduct A/B tests to let you find your best ROI of marketing dollars.


4. Support at Lightening Speed

Okay, maybe that's a bit of an exaggeration, but seriously, customer service is the final stroke of a great user experience.

Loyal customers, they don’t just come back, they don’t simply recommend you, they insist that their friends do business with you. ~ Chip Bell

Building and maintaining a strong customer service system is essential.  There are great support ticket / CRM tools available, it is important you find the one that is suited to your size and type of business.  The time you take with your staff to setup and review your service systems will more than pay back your investment.


We hope these lessons have helped as you work toward your digital strategy.  Please don't hesitate to contact us at MediaTrik to discuss your questions regarding your strategy!

Part 2 of our series will give you more information about interactive marketing and how it is a game-changer for businesses.