At the epitome of any e-commerce and export strategy, there exists an idea of digital marketing. This acts as one of the best tools to attract customers from the overseas. International digital marketing helps in the process of brand growing. It is characterized by passion, creativity and consistency, thus allowing the propulsion of things in the right direction.
For an international digital marketing strategy to be effective, there are a number of key steps that must be followed.
- Definition of the objectives
According to Martin Jenkins, Digital Marketing Manager at APA Style Service, defining the digital marketing objective is the initial aspect of the digital marketing strategy. This aspect is very critical since all the other aspects are subject to how clear the objectives of the strategy are defined. The defined objectives should be:
For example, generating 25 new sales leads every month can be defined as a SMART strategy for digital marketing. The way the objectives align with the overall business goals, as well as the key performance indicators, should also be a subject of consideration. Also, the investment form of return should be considered. This could be:
- A greater market share
- An increased visit to the company’s website
- Greater brand awareness and an improved conversion rate.
After defining the objectives, the strategy should then be summarized in order to indicate how digital marketing is to be used to achieve the goals of the organization thus helping in giving a summary of the bigger picture.
- Choosing the right digital marketing channel
This is the second most effective step in the strategy. Digital marketing has undergone an evolution where the number of approaches that can be employed is not limited.
Such channels may include: growth hacking, paid channels and organic search among others. Every digital marketing strategy requires an investment of human effort, capital and time. Every unplanned approach can lead to wastage of very critical resources.
Various digital marketing channels can be used such as:
- PPC and landing pages
- Social media
- Organic traffic
- Direct emails and
- Display networks.
However, to choose the right and most effective channel, you need to know your customers, list your goals, identify your budget and analyze your team skills. A combination of these things helps one to come up with the most valid channel.
Remember that all marketing channels are evolving really quickly, therefore you should always reconsider your tools and tactics, A/B test your landing pages and ads using the right landing page builder, and then adjust as soon as possible.
- Creating relevant content
This step helps in ensuring that the concerns of the target audience are addressed across the buying journey. Content goes further beyond the great Facebook Ads, tweets and great blogs. There is a lot that one is expected to do with these channels, thus one needs to be creative and updated on the latest methods of reaching the audience as well as the technology.
The strategy should always revolve around an advertising campaign that is effective and of high value and quality. It is relevant to initially build the central Ads as well as a service offering and then have the content written with CTAs that compel the users to make purchases. However, you should ensure that this is relevant, relatable and useful to the audience.
- Plan strategically but flexible
Every plan must have a room for flexibility. For example, if one intends to give fake deadlines in the process of delegating tasks or even directing client’s ample room for time fluctuation as well as the unexpected events that may have an effect on your core workload and the business as a whole.
This requires one to have a timeline that has blank spots that you can fill as you go. This also means that one has to leave room for incorporation of competitors’ viral articles, relevant current events and the unexpected investments that may exist in tech that have the ability to sway the plan in a certain direction.
In the process of working through the plan, there should be questions the following questions asked:
- Where is the majority of the traffic flowing?
- Where is the room for improvement?
- What KPIs are truly relevant at this place?
- Which tool, in terms of functionality, keeps the work best organized because they are working better than the others?
- Create a library of evergreen content
Various ideas should be incorporated into the process of working on the content marketing strategy since diverse content serves different purposes. Evergreen content, for instance, refers to the type of content that can be created once and serve multiple channels as well as purposes. An example of developing content that can last through different users is:
- Using an old blog to develop a PDF e-book
- Turning an in-depth article to a white paper
- Developing simple explainer videos from slideshows. This helps to build a library of core pieces that can be developed alongside the goals or the message of the business.
- Visualize a clear direction
This is where one is supposed to evaluate if their content goes a specific direction in accordance with overall engagement and traffic. It involves what one has to put in place at the outset and along the strategy’s phases.
As stated by Dave Chaffey, Senior Internet Marketer at ConfidentWriters, one is charged with the responsibility of monitoring how each funnel phase is working and introduce re-engagement activities in the process of fluctuation of the conversions.
For one to build an effective content marketing strategy, it is critical to possess the knowledge of project management that involves the plan’s vision as well as the factors involved to make each step successful.
Successful digital marketing strategies are never easy but continuous practice helps one to make them work to his advantage. The idea here is to focus on the human elements, the brand story, engagement and the buyer’s journey. Authentically involving a broad audience allows for the impression of the clients as well as the colleagues.
About the Author:
Paul Bates is a digital marketer living in Fresno, California. He works as a digital marketer at SwiftPapers and EssayTask, providing academic writing services for international students. He is also a contributing author to HuffPost, TheBalance, BeeStudent, and more.
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