Digital Marketing Strategy in 2022
We recommend using the RACE Framework to structure your marketing strategy, integrated across Plan, Reach, Act, Convert and Engage.
As you can see via the marketing funnel below, building an effective digital marketing strategy requires these 5 steps which nurture the customer through their experiences of your business while influencing their decision making process and lifetime value.
The RACE Framework is a streamlined, practical, marketing framework which can be scaled up or down according to your business goals. The benefit of our digital marketing strategy system is you can start to see results from your marketing activities instantly, and you can use data and insights to adapt your plan to meet your objectives.
5 stages of planning a digital marketing strategy with examples.
The 5 stages of strategic digital marketing planning include plan, reach, act, convert and engage. In this section, we will summarise the key success factors for each stage of your digital marketing strategy, with examples, integrated across the Smart Insights RACE Framework.
1. Plan
Every successful digital marketing strategy starts with a plan! We recommend you use a data-driven approach, review your current digital marketing effectiveness, and plan to improve from there.
Omnichannel planning opportunities include customizing analytics, setting up KPI dashboards and setting SMART objectives to create a strategy of prioritized improvements to how you deploy digital marketing media, technology, and data to increase leads and sales.
To ensure your digital marketing strategy is working efficiently and effectively, we recommend taking a digitally-focused approach to strategy and planning. Our digital transformation solutions are designed for marketers and managers to create a fully integrated, data-driven, practical digital marketing strategy to support their business’ overall vision.
2. Reach
Strengthen your marketing funnel by reaching more customers and building awareness. Inform your digital marketing strategy with the latest key online marketing techniques to drive visits to your site.
Smart Insights members can keep up to date with the latest marketing techniques across each stage of the RACE Framework. For example, find three steps below to improve your organic search in 2022, taken from our digital marketing trends.
- Continue to monitor core updates and EAT, this is particularly important in 2022 since many marketers are already reporting significant traffic differences from the July 2021 Core updates.
- Continue to look at opportunities from structured data and the SERPs features. For example, in August 2021 Google made this change to page titles which affected the SERPs. Plus, the latest SERPs Features summary from Moz highlights areas of focus, such as Related Questions.
- Changes in keyword behaviour prompted by rising local voice queries are important to optimize for if you target local buyers.
3. Act
Encourage interactions on your website or social media to help you generate leads for the future. Having reached your audience, it’s crucial you influence their next steps to move down the funnel towards a purchase decision.
Content marketing
Here, strategic content marketing comes into play. Use content marketing to entertain, inspire, educate and convince potential converters during their customer lifecycle.
User experience (UX/CX)
To influence customer behavior on your site or social media platforms, you should also look into the current wide range of innovations in interaction design, proven to boost engagement with your content. Taff has published this useful summary, with examples, of what they see as the latest interaction design trends which we can see continuing into 2022.
- Micro-interactions to promote engagement
- Neomorphism
- Immersive 3D visuals
- Design for speed – prompted by Google’s new Core Web Vitals metrics
By : https://www.smartinsights.com/digital-marketing-strategy/
