Digital strategy is a type of activity that helps you achieve your goals using online marketing approaches. A digital strategy is about creating a plan of activities with which we want to achieve the set goals, for example, to create 15% more followers on social media channels or to increase the number of registered users through your website compared to the previous year.
The term “digital strategy” may sound challenging and whimsical, but creating an effective digital strategy is not necessarily challenging. How do you get started creating an effective strategy suitable for your blockchain or crypto project? All this and more awaits you in the following lines.
What is a digital strategy?
Today we are witnessing an extremely rapid development of the crypto industry and changes and restrictions in the field of advertising products related to cryptocurrencies. Business success for your startup often depends on what you do or do not do in the field of digital marketing.
Do you know where to start and what will have the biggest impact on your business? Everything seems to matter – from SEO, content marketing to analytics. Therefore, you need a good strategy first for the success of your crypto project in digital marketing.
The complexity of a digital strategy for crypto projects will depend primarily on the size and scope of your business. But it is better to stick to a simple definition of the term “strategy”. This will make it easier for you to focus on your goals.
Recognizing that preparing a successful and sophisticated digital strategy for your crypto project is a challenging task, we have prepared a guide for you on how to create your digital strategy and achieve marketing success in 7 steps.
What is a digital marketing campaign?
A digital strategy can be quickly replaced by a digital marketing campaign. How to distinguish it?
As already mentioned, a digital strategy is a type of activity that allows you to achieve your goals. Digital marketing campaigns, however, are an integral part of the strategy that guides you to your set goals.
Let’s look at an example of a campaign on Twitter to get more leads on this channel. You will accomplish this by posting your best, unpublished content. This campaign will only be part of your strategy to increase the number of followers (leads).
It’s important to know that even if a campaign lasts longer, that doesn’t mean it’s a strategy – it’s still a tactic that forms your strategy with other campaigns.
Now that we’ve clarified the basics of digital strategy and digital marketing campaigns, let’s take a look below at how to shape your strategy.
How to create a comprehensive digital strategy for your crypto project
1.) Create your buyer persona (ideal buyer profile)
Regardless of the type of marketing strategy, whether digital or traditional, you need to know who you are marketing to or want to sell your service to.
The best digital strategies are based on the exact buyer persona (ideal buyer profile). Your first task is to create it.
(Need help? Here you can help yourself with a free buyer persona kit.)
Buyer Persona represents your ideal customer or customers. You can create it by researching, surveying, and interviewing your target audience. It is important that this information is based on as realistic data as possible. Target group assumptions can lead your marketing strategy in the completely wrong direction.
In order to gain a complete picture of your target audience, the survey should cover your customers, potential customers, and people who are not yet included in your contact base and match your target audience.
What information about your Buyer Personas or. ideal customers are important to the strategy? It depends on the type of your business, whether you are a B2B or B2C company, and on the positioning of your product or service.
Here are some starting points that need to be tailored to the needs of your company.
Quantitative (demographic) information
- Location; You can use a variety of online analytics tools (such as Google Analytics) to determine where your web traffic is coming from.
- Age; is important or less important depending on the type of your business. It is best to obtain this information by analyzing trends in your existing contact database.
- Revenues; because people are not always inclined to provide this information through online forms, it is easiest to obtain it through interviews for buying persons.
- Job; the basis for this information can be your existing contact database. Especially relevant for B2B companies.
Qualitative (psychographic) information
- Objectives; depending on the need that your product or. service satisfies, you can create a good idea of what goals your buyer persona wants to achieve. Nevertheless, it is better to confirm your assumptions. You can do this by asking your customers, resellers, and customer administrators.
- Challenges; Ask your customers, vendors and customer administrators about the challenges and problems facing your target audience.
- Hobbies; Ask your customers and people who fit your target group about their hobbies and interests. Let’s look at this in the case of fashion brand marketing. It would be very helpful to check if your target group is also interested in fitness and a healthy lifestyle. This can help you create additional content and build a relationship with your users and customers.
- Priorities; Ask your customers and people who are relevant to your target group about what is most important to them about your business. For example, if you are a B2B software company, information will be very useful to you if reliable customer support or a competitive price is more important to your target audience.
Use the information obtained to create one or more buyer personas that will be the basis for your digital marketing strategy. You can also use the tips of the Hubspot platform to help you create a Buyer persona.
2.) Define your goals and the necessary digital marketing tools
Your marketing goals should always relate to the basic goals of your business. For example, if your company’s goal is to increase online revenue by 20%, your marketing goal should be to increase the number of leads (followers) by 50% compared to the previous year.
Whatever your main goal, he needs to know how to measure it. More importantly, you actually measure the goal as well (you need to use the right digital marketing tools). The way you measure performance will vary depending on the type of your business and will also depend on your goals. It is crucial that you measure performance, as these metrics help greatly in optimizing your strategy in the future.
(HubSpot customers: HubSpot brings all marketing and sales data together in one place, giving us a quick overview of what’s working and what’s not. You can find out more here.)
3.) Benefits and evaluation of your existing digital marketing channels
When incorporating your digital marketing channels into your digital strategy, we recommend that you first evaluate the overall image of your media ecosystem to avoid opacity. Dividing into your own, well-earned and paid media will give you transparency over the digital elements, resources and channels you already have.
These are digital media owned by you. This includes websites, social media profiles, blogs and images. These are media over which you have complete control.
Simply put, the well-deserved media are the ones you acquired through oral tradition. Whether it’s content you’ve shared on foreign websites (guest posts), PR posts, or the user experience you’ve created, a well-deserved medium is the payment you receive for your work. You can get media attention with mentions in various (informative) media, with positive user ratings and with the help of your content that users have shared on social networks.
Paid media today are almost self-evident and apply to any post or channel where you have to pay for the attention of your buyer person. This includes media such as Google AdWords, paid social media posts, online advertising on other sites, and any other post that you pay for directly in exchange for visibility.
Your digital marketing strategy can include a combination of all three types of media to achieve your goals. For example, that you have published your own content on the landing page of your website, created in order to gain new leads. If this content is such that users want to share it on social media through their personal profiles, you will most likely increase traffic to the landing page. It is a earned media component. If you want to increase the reach of your content, post it on your Facebook page and pay for its promotion (paid media).
This is how sharing all three types of media works together to successfully achieve your goal. It is not necessary to use all three types of media. If well-deserved and own media are extremely successful in your marketing operations, you may not need to use paid media at all.
Now that you know what to use, it’s time to think about what to keep and what to exclude.
4.) Review and plan the management of your own media
At the heart of your digital marketing is your own media, which is mostly in the form of content. Everything your brand represents is your content. The latter can be a website “About us”, a description of your product or service, a blog post, an e-book, an infographic, a post on social networks or something similar. Content helps turn your website visitors into leads and customers and increase the brand’s reputation online. Whatever your goal, you will need to use your own content when designing your digital strategy.
To create an effective digital marketing strategy, you must first determine what content can help you achieve your goal. If your goal is to create 50% more leads on your website compared to the previous period, it is unlikely that the “About Us” tab will be included in your strategy (unless the site mentioned in the past was a large lead generator).
You are much more likely to gain new leads by publishing an e-book hidden behind a well-composed form.
Below are the steps to creating your own content that will help you achieve your digital marketing goals.
Review existing content
Create a list of existing content and rank it according to your performance so far. If your goal is to get new leads, rank them according to which content has brought you the most in the past. This can be a specific blog post, an e-book, or perhaps a subpage on your website.
The purpose of this is to find out what works and what doesn’t. This is the starting point for further successful work.
Identify the shortcomings of your existing content
Review and identify any deficiencies in your content based on your buyer person. For example, if you are a math teaching company and you have found that one of their biggest challenges is finding interesting ways to learn successfully (but you don’t have this topic in your notes yet), you can plan content on that topic.
In addition, if you’ve found in an analysis of existing content that e-books on your site perform much better than webinars, you’ll include an e-book “How to Make Learning Math Interesting” in your content preparation plan.
Create a content preparation plan
Based on the review of the content and the identified shortcomings, create a content preparation plan that will help you reach your desired goals.
The plan should include:
- title of the content
- format or form
- promotional channels
- answer the question: why are you creating content? (eg Persona Andreja, head of marketing does not have time to plan the content of a marketing blog. Therefore, we create templates for her for monthly content planning)
- the level of priority (to help decide which content to publish first to give our website a new impetus or increase traffic)
This can be a simple spreadsheet, which should also include the cost of implementation (in case you plan to create content outside the company) or a time frame (if you will create them yourself).
5.) Review and plan the management of earned media
Analyzing earned media against current goals will make it easier for you to decide what to focus on. See where the traffic is coming from and what the lead is creating. Based on this, rank the media by performance. You can do this with tools like Google Analytics, and if you’re a HubSpot user, with their comprehensive tool (HubSpot’s Sources Reports).
Evaluate your well-deserved media in terms of goals. Get information about where most online traffic and leads come from, and rank them by performance.
You can obtain this data with Google Analytics, but if you are a Hubspot user, you can view the data in the Sources report.
You may find in your analysis that posting certain professional content has generated a lot of traffic to your site with excellent conversions. It may turn out to be a LinkedIn channel where users prefer to share your content, which then generates traffic to your website. It is important that you understand, based on your current situation, how well-deserved media help you achieve your goals. But if you have a new and fresh idea, don’t be afraid to use it.
6.) Review and plan paid media management
The same applies: analyze and evaluate existing paid media on all platforms (Google AdWords, Facebook, Twitter, etc.) and find out which ones will help you achieve your goals.
For example, if your budget on Google AdWords is extremely high but without the desired results, it may be time to change your strategy and focus on a platform that delivers better results. (See the free AdWords guide for more on improving your business.)
The result of this process will be that you will have a good overview of what you will use in the future and what you will not.
7.) Combine all the elements into a successful whole
You have reached the end of the research and planning phase. You now have a good overview of which elements will make up your digital strategy.
To reiterate all components, you should have:
- a well-made profile of your buyer person or several persons,
- one or more marketing goals
- a spreadsheet of your existing, well-earned and paid media,
- analysis of your existing, well-earned and paid media,
- content creation plan.
Now is the time to combine all of this into a marketing strategy document. Let’s repeat what a digital strategy actually is: it is a series of activities that will help you achieve your goals in digital marketing.
We recommend that you run all activities in an Excell spreadsheet. To be consistent, it is best to divide the activities into your own, well-deserved and paid media.
You will develop a strategy for a longer period of time (usually for a period of 12 months or more, depending on your business plan). At the same time, it is very useful to define the deadlines for the implementation of individual activities.
- In January, you may start writing a blog whose posts will be weekly throughout the year.
- In March, you may publish an e-book and support the publication with paid advertising.
- You may be preparing for increased monthly business in July.
- In September, you will focus on well-deserved media and conduct a series of PR posts to generate additional traffic.
It is good to use a structured timeline of all marketing activities, which will allow you to communicate more easily with colleagues.
Your strategy should be specific and tailored to your business. Therefore, it is almost impossible to create a universal template for creating a digital marketing strategy. Remember, the purpose of this strategic document is to determine the type of activities to achieve the desired goals in a given period of time. As long as you stick to this principle, you will be on the right track.
To learn more about digital marketing and how you can create a truly effective digital marketing strategy, check out the Easy Guide to Digital Strategy in 2022.