You know that you need a digital marketing roadmap, but where do you start?
Digital marketing is a lot of work. It’s hard to keep up with the latest trends and it can be frustrating to figure out what your next steps should be.
We’ve created this roadmap for creating an effective digital marketing roadmap in just 5 easy steps!
1) Define Your Goals
2) Identify Your Audience
3) Develop A Content Strategy (What type of content will you produce?)
4) Create An Ad Campaign (How will your ads look?)
5) Measure And Optimize (How will you measure success?)
Let’s dive into each one of these.
1) Define Your Marketing Goals
To grow your online business, your digital marketing roadmap needs to include the goals you want to achieve with your marketing.
Commonly, goals look like this:
- To sell products and services
- Increase loyalty among current customers
- Build new customer relationships through email, social media or search engine marketing (SEM) campaigns
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While Making A Bigger Impact On Their Audience, And Adding Targeted Subscribers To Their List.
Make sure that you set smart goals, targets you can actually achieve.
There are a variety of reasons that entrepreneurs might miss their goals. One of the most common is that they don’t know what success looks like for them, so they never get there. It’s hard to measure if you’re not sure what your goal is – and it will be difficult to get there without clear direction.
Another common mistake is setting goals for everything at once and not giving anyone area enough attention. Half-heartedly working on ten different projects at the same time won’t get you anywhere because you’ll never fully commit to anything in order to see results. The key is to prioritize your marketing efforts and focus all your energy on making those projects succeed.
Double-check that your goals are measurable and that you can track progress toward them easily. Without S.M.A.R.T. goals, your digital marketing roadmap is bound to fail and you’ll kill your business.
2) Identify your target audience
You need to be very clear about who you are marketing to. It starts with knowing whether you are in B2B, B2C, or Non-Profit marketing (hint: there are more types).
Traditional B2B marketing is often very transactional. Your target audience is business-to-business, and your company provides a unique product or service that helps them grow their businesses. There are some great approaches for success in this type of environment, but the key takeaway is to focus on connecting with these customers with messaging that drives results for both you and your customer.
This type of marketing is focused on connecting to the end user. In this case, your company’s product or service is for consumers. The focus is on how you get your message in front of as many potential customers as possible. There are a few approaches, but one key takeaway is to generate customer involvement and engagement. This may be through contests, sweepstakes, discounts, or other activities that let your customers know about your business and generate excitement around what you’re offering.
Non-profit marketing may be one of the most gratifying types of marketing there is; it gives you the opportunity to change people’s lives while also providing a creative outlet when developing messages. It can be tough at times, since non-profit organizations need to provide more than just money to get funding for projects, so being able prove your value to their boards is necessary to receive the grants for your projects.
But there’s more to be included in your digital marketing roadmap to do engaging marketing for your ideal customer.
What does your perfect customer look like? Are they an enterprise company, a business of one, or someone with limited time and money to invest? It’s important that you understand who you’re selling to.
Think about their demographics and their psychographic traits. What are their pain points and how do you solve them? What benefits does your offer deliver and how are you changing the life of your customer?
All these things and more need to go into your digital marketing roadmap.
3) Develop A Content Strategy (What type of content will you produce?)
A content strategy is a plan for developing, editing, and distributing content.
Your content strategy should include information on how you will create, curate, distribute (across your channels), measure performance, and iterate to keep up with the latest trends in marketing.
New media tools allow businesses to use social media platforms such as Facebook, Twitter, and LinkedIn to directly engage with customers online. You can now use apps like TikTok or Instagram for video sharing that has a much quicker turnaround than working with traditional print or broadcast outlets which are difficult to track and measure their effectiveness.
Using technology like Jarvis.ai, you can speed up the content creation process heavily. It makes coming up with content ideas easier and accelerates the content creation process drastically. Here’s a short video explaining how we use Jarvis to write our social media content:
The main point of the content strategy is that you can keep up your publishing cadence for at least six months to a year. That’s how long it will take to see organic results.
Remember that the digital marketing roadmap is meant to ensure the long-term survival and success of your online business. Don’t focus on just the goals for the next three weeks. Think in the bigger timeframe and plan for the next year or two ahead.
4) Map Out Your Ad Campaigns
Organic content is the foundation of your digital marketing roadmap but the true revenue potential comes with paid traffic campaigns. Retargeting the audience you’ve built through organic reach will foster a deeper connection and will establish trust with your follower.
The usual marketing funnel has three stages: Awareness, Engagement and Conversion. You need to create content that is shareable in order for people to become aware of you, and then create engaging posts (videos, infographics) in order to foster a deeper connection with your followers. Once they’re engaged with your brand try for the C-word–conversion!
Through ad campaigns, you can accelerate the various stages and guide your audience through the funnel.
Breaking down the various types of ad campaigns would be way out of the scope of this article. Here’s an article on ad campaign objectives by marketer-extraordinaire Peng Joon.
5) Measure And Optimize
Building a content marketing strategy is hard, and some say the only way to know if it’s working is by measuring your followers or traffic.
Don’t fall trap to those vanity metrics, they mean absolutely nothing. The number of followers won’t pay the wages of your team. How many website visitors doesn’t increase the amount of money in your bank account.
Instead, set KPIs (key performance indicators) that actually correlate with revenue. At Virtual Summit Mastery, we check our sales amount, the number of email subscribers, and the number of partner webinars every single week.
Our KPIs hold us accountable for making progress and scaling the business online.
The number of followers on social media doesn’t mean anything.
If you have a lot of followers, it means nothing because those people don’t buy your product or service. You need to make sure that the content you’re creating is helping your business grow and giving value to your customers. Don’t focus on getting more followers, instead focus on making money from what you’ve already created!
Repurpose what you already have and leverage your content to build meaningful relationships.
If your digital marketing roadmap includes these five steps, you’re set for a sustainably growing online business.
Looking for a structure roadmap to exponentially grow your audience, impact, and revenue over the next 90 days?
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