So you have some great writing skills and you want to use them to take your career to the next level. That is great, but before you jump into anything you should learn how to create an effective digital marketing strategy for writers.
This guide will provide you with an in-depth look at everything you need to be aware of in order to hit the ground running and make the most of your online writing business.
What Does a Digital Marketing Strategy Do?
A digital marketing strategy helps you narrow your goals and actions, providing you with the insights needed to effectively plan your launch into the digital world and capitalize on your skills.
Consider it a detailed roadmap of what you want to get out of your marketing and the steps you will need to take to get there.
An Effective Digital Marketing Strategy for Writers Will Outline:
- All the digital marketing activities being undertaken
- The goals of those actions
- Who those actions are targeted towards and where to find them
- The platforms and tools being used to achieve those ends and monitor the results
Your Digital Marketing Strategy Must Include:
- Your short and long term goals, objectives, and key performance indicators (KPIs)
- A detailed overview of your target audience (their demographics, habits, interests, and values)
- A structured plan to engage your target audience, building brand awareness, driving traffic to your main platform or website, and maintaining brand loyalty
- Methods to review your digital marketing strategy and find improvements
Why is a Digital Marketing Strategy for Writers Important?
Currently about half of the world’s population has internet access, and as this trend continues, using digital platforms and digital marketing techniques will be vital to finding new clients and work opportunities.
Any writer in the 21st century needs a digital marketing strategy in order to compete online.
A well-thought digital marketing strategy will consistently generate high-quality leads, providing you with ample opportunities to grow your skills, build your professional brand and increase revenue.
With an almost endless supply of potential clients on the internet, having an effective plan for marketing yourself online is vital to taking advantage of the many benefits the internet offers for any writer.
Follow this detailed guide to create an effective digital marketing strategy for your professional writing career.
Set Your Goals
The first thing you should do when creating a digital marketing strategy is to think of your goals. Let these goals drive your actions and thought process going forward.
When trying to set your goals for the short and long term, think about the results you want to be achieved, the time and effort needed to get those results, and how you are going to measure your progress to ensure you are meeting your goals.
If you are having trouble thinking of goals for your digital marketing strategy refer to the SMART goals listed below. Ensure that your goals meet each of the five criteria listed.
Use SMART Goals
- Specific – List exact figures/data for the goals you want to reach
- Measurable – Ensure your goals can be measured
- Attainable – Ensure your goals are realistic
- Relevant – Your goals are reasonable, realistic, and relevant to your businesses success
- Timely – Your goals are time-sensitive with a definitive beginning and end
Once you set your goals, you are going to need to identify who your marketing efforts should focus on.
Identify Your Target Audience
As a writer, you never want to close off opportunities to writing about something new and interesting, but when starting to build your brand and professional reputation, you should focus your work on a specific type of writing, field, or industry. You should focus on the area you are most skilled at, with your past work experience capable of demonstrating that.
If you are unsure what kind of writing you want to pursue, think about your writing skills, past experiences, and your personal qualities that make you a great writer.
Ask yourself what genre, industry or style of writing best compliments your skills?
Once you have narrowed your field down, think about who would be the most interested in your work.
You may have a wide variety of potential customers and need to research each consumer group. This research will provide insights that will inform your digital marketing strategy and allow you to better target potential customers online.
When looking into the different consumer groups that are interested in your work, a great way to organize and think about your research is to create buyer personas for each distinct group.
Creating a Buyer Persona – Understanding Your Target Audience
A buyer persona is a marketing document that describes a fictional character who represents a consumer group of yours.
All the details of the character in the buyer persona document will reflect your research into that group’s habits, interests, challenges, goals, wants, relationships, income, job, location, and age.
A buyer persona helps you analyze different segments of your target audience.
By conducting research into your target audience and consolidating that information into buyer personas, you can gain valuable insights into your ideal customers’ habits, interests, and personal characteristics.
Your buyer personas should include information about the platforms your target audience uses, the content they like the most, as well as how you can engage them to build your brand and gain their trust.
Most social media platforms can provide audience analysis, allowing you to access data on how their users interact with different accounts and posts on the platform. There are many research organizations online that can provide data on consumer groups as well.
You may also want to conduct (brief) interviews with past and current clients of yours to explore any insights that impact your marketability.
Some key questions to ask your old and current clients are; how they found out about you, what made them choose you over any other writers they were considering, the overall effectiveness of your work, and what areas you can improve on.
These answers will help you understand which areas of your digital marketing strategy require more attention.
Identify Your Market Positioning
Build Your Brand By Asking Yourself:
- Why do you write?
- What is your value proposition (or unique selling point)
- How does your value proposition separate you from your competitors?
- Why should a customer choose to work with you?
Answering these questions will be vital to determining how you are going to market your skills to your target audience.
Choosing The Right Platform for Your Writing
In order to stand out from the competition online, you need to provide ample examples of your writing skills that directly relate to the line of work you are pursuing.
This is why choosing the right platform is so important. You need an easily accessible platform that allows you to showcase your writing skills and experience so employers can get a good sense of your abilities before agreeing to interview or hire you.
In the digital world there are a number of platforms you can use to create an online presence and start interacting with potential clients, but the best are websites.
A website will provide you with a digital space to publish and store your content.
You have complete control over this space, unlike social media platforms which are regularly subject to changes in their algorithm, structure, and overall popularity. Many websites are relatively easy to set up, cheap to maintain, and allow for more personalization.
Common Platforms Used to Build Websites
Common Platforms Used to Host Websites
What Does Your Website Need?
Contact Information & Biography/About Us Section
When you create your website, it is recommended that you make sure that your contact information is visible and easily clickable. Prominently displaying your contact information ensures that users can easily see and contact you with a click.
You want to provide ample opportunities for online users to contact you and inquire about your services.
On your website, you should have a biography section so users can get to know you. This humanizes your brand, putting a face to your business along with any other information you want employers to know.
You can include information that speaks to your character and work ethic along with your skills and experience. Try to add a professional picture or video of yourself.
If you are making a video introduce yourself to any website visitors and tell them some interesting things about yourself and why you should be considered for their writing needs.
You may want to make your contact information visible to visitors no matter where they are on your website.
Since the header and footer are always seen on your website, adding your contact information in one of these areas is a great way to maximize the chances that someone will decide to contact you.
As with all websites, you should still create a contact us section in yours so users who are quickly scanning your website can go to the page in one click.
If you want to save yourself time, you can create a section on your website/platform where users can fill out a form or add information about the work they want and submit it to you for review.
Try to collect and display reviews for your work throughout your website but especially on your homepage or in the ‘about us’ section.
A Blog Section
Blog articles can be easily created, published, edited, and updated at will. There is no space limit to your blog, and it can be a great way to add keywords to your website and dramatically improve SEO.
Having a blog provides writers with a wide range of opportunities to demonstrate their writing ability and generate multiple streams of revenue.
Understanding each will enable you to take full advantage of your great work. Here are the top three ways you can use your website’s blog section to make money.
Common Ways to Make Money From Blogging
Affiliate marketing is one of the most common forms of digital marketing. In this case an affiliate will promote a product or service of a business and take a performance-based commission.
For your blogging you can contact businesses about a product or services of theirs you like or want to write about. Once an agreement is reached they will send you a special link (called an ‘affiliate link’) that you will include in your content. You will receive your payment when a reader clicks on the link.
Affiliate marketers can make anywhere from 25 to 75 percent commission for their efforts to drive traffic or sales for businesses.
Building an email list for a newsletter or other form of email marketing is another way you can use your blog to make money.
You can use your emails to promote your products and/or services, special offers, new website content, as well as your affiliate marketing work.
Email marketing is also an effective method for gaining consumer feedback.
Surveys, questionnaires, and other information-seeking forms can be easily sent out to all your subscribers and provide honest insights on your digital marketing activities.
Insights can range from website usability to new content they want to see.
Add a section on your website for visitors to add their email information and subscribe to your emails.
Selling Ad Space
Not only can you create online advertisements to generate revenue, but if your website has enough visitors each month (at least a few hundred), you can get advertisers to pay you to place advertisements on your website.
You can sign up with Google AdSense for free and let them find advertisers for you.
Each time someone on your website clicks on an advertisement, you receive a percentage of the fee charged to the creator of the ad. Typically this is between $0.50 to $5.00 a click.
It is prudent to check that the advertisements being placed on your website are not directly competing with you for leads.
Another option is that you can sell your website’s ad space yourself by contacting businesses and organizations that cater to a similar target audience as you and offering space on your website for them to run advertisements.
This gives you full control to choose who you want to offer ad space to, at what price, and what payment structure, allowing you to earn more revenue than you would be using AdSense.
It will take more work as you will need to conduct outreach to potential advertisers and provide data (such as monthly visitors) in order to get executive buy-in.
Your website will need to be mobile friendly.
Not only are more consumers using phones and various devices to interact online, but since 2019 Google has stated that it has initiated mobile-first indexing for all new websites.
That means Google’s search algorithm will index the mobile version on your website instead of the desktop one when determining your ranking on search pages. This means that any lack of mobile usability will reflect on your websites’ SEO ranking across all devices.
Regularly review the mobile version of your website to ensure it is working properly.
Any edits or structural change to your website’s layout might not look the same on both versions so regularly check them when making updates of any kind. In any case, your website should be easily accessible, quick to load, and employ responsive design to ensure easy usage for visitors on all devices.
Good SEO – Adhere to Google’s Guidelines
Once your website is up and running, Google will scan the pages of your website for information, cataloging the code of your website’s structure and content.
When someone searches for something online, Google’s search algorithms will compare information from different websites with the search query and rank the results based on how relevant your webpages are to a given search.
The process of trying to improve your ranking in Google search is known as Search Engine Optimization or SEO.
SEO is governed by Google’s webmaster guidelines. Following these guidelines will help you improve your SEO and rank higher in Google search, failure to follow them will hurt your ranking.
Some Tips To Improve Your SEO:
- Ensure full accessibility and functionality (no error pages, redirects, duplicate pages)
- Add the keywords your target audience uses into your website content and code
- Regularly create high-quality content your target audience is looking for
Protect Your SEO by Avoiding:
- Stuffing keywords into content and website code
- Paying for links
- Hiding links or text
You can read the webmaster guidelines here to learn more about how you can improve your SEO and ensure you are not breaking any of the rules.
Links to Social Media
By adding links to social media on your webpages, you allow visitors to share links to your pages to their networks within a few clicks.
This helps improve the chances that visitors share information about your website which improves your brand exposure.
Building Your Brand Online
Now that you have established your main digital platform you need to start building your brand with the online community. Here’s how:
Highlight The Effectiveness of Your Portfolio
Businesses create content to achieve their goals. Typically these goals revolve around building brand awareness with an online audience or encouraging consumers to take an action.
When putting your portfolio together, make sure you note what purpose your past work was surviving and any results it achieved if measurable.
Ask yourself what was the purpose of your work and how did it perform.
Whatever content you decide to use for your portfolio, try to include a link to where the content is published as well as an image, video or graphic from that content if possible.
Add any positive reviews or financial data from your content if available. You may want to include an excerpt of some of your work to help visitors to your website better gauge your writing style.
Be creative when organizing your portfolio on your website.
You can organize past content based on the best results achieved, different genres, different employers you worked for, work for your employers or content you have created yourself.
Consider who your target audience is and what content of yours they would find the most persuasive.
Collect & Promote Case Studies
Case studies are great forms of feedback that are highly effective in building trust in your brand because they break down your work more in-depth , providing clients with a snapshot of how you work with others.
Case studies have shown to be highly effective at fostering buy-in from executives and managers. The best case study is one written and attributed to your previous employers. This provides social proof of your effectiveness and is typically much more detailed than a simple review or testimonial.
A good strategy for getting an employer or client to participate in a case study is to offer value in return for their feedback.
If you have created a lot of work for an employer and you don’t want them to create a review for each piece of content, a case study could cover all the work of your employment, saving you space on your website and creating a highly effective review.
Depending on your experience, you might want to create a section on your website specifically for case studies.
Expand Your Digital Presence
You don’t need to only rely on your website to achieve your goals. Look for additional opportunities by expanding your digital presence to platforms your target audience would visit when looking for writers or written work.
There are many platforms online that consumers visit to browse and purchase written content.
Here are some of the best platforms for writers to market their books and other products:
- Apple iBooks
If your writing is more service-based, here are some websites that let you easily create an account, connect with potential employers and earn money from creating content on a freelance basis:
- Media Shower
- Article Document
- Article Sale
Always consider your target audience then thinking about which platforms to join. Some only require simple postings while others will need your regular attention in order to generate leads and inquiries for your services.
Ensure that all your relevant brand information (contact information, logo, website link) is included in any platform you decide to join. Online users must always have a way of contacting you or going to your website to learn more.
Regardless of which platforms you choose, you need to be ready to create high-quality content at a consistent pace.
In order to best prepare yourself, you should think about your content marketing strategy.
Digital Marketing Strategy For Writers – Content Marketing
Content Marketing is the process of creating and distributing content to a target audience. A content marketing strategy helps you strategize what kinds of content to focus your efforts on, where that content should be distributed, and at what frequency.
Effective content spreads brand awareness, builds trust, drives traffic to your website, and generates high-quality leads.
As a writer, you need to ensure that your content best reaches and engages your target audience.
Depending on your skills your content marketing strategy may vary dramatically from other writers, but here are the main components every writer should have in their content marketing strategy.
You want to create as much high-quality work as you can, so future employers and clients have plenty of examples to view your skills and writing style.
Blogging is a great way to provide your website visitors with a wide range of content to get familiar with you and keep your skills sharp.
Make sure you are writing about topics relevant to your target audience so you are ranking for the keywords they would be searching for. Try to only add keywords where they fit naturally, as any keyword stuffing will cause Google to downgrade your ranking for that keyword.
The Best-Performing Articles Online:
Use Multimedia Content
you are getting the attention and engagement of your target audience. In order to do this effectively you need to stand out from your competition. That is why you need to get comfortable with creating multimedia content.
Multimedia content is any piece of content that combines more than one form of media (text, image, video, audio, graphic).
Even if you are just writing for your website, it is important to get in the habit of using different forms of content with your writing. Studies show that online consumers are more likely to pay attention to content that has a combination of images, text, video, infographics, and other digital elements.
Typically a blog will have at least a featured (or cover) image that helps describe the topic you are writing about. However do not hesitate to add many different kinds of content if it helps the reader.
Extra images, videos, graphs and infographics should always be added where they can help the reader understand your topic better.
Adding audio to your blogs provides a way for your readers to consume your content on the go (something other writers might not have) while allowing those with visual impairments to enjoy it as well.
Infographics are highly effective at breaking down complex information in a visually stimulating way, helping readers understand the implications behind the data.
While not all of these elements are needed in every piece of writing, incorporating one or two into your work will increase the chances that a visitor will click on your content and read it fully.
Multimedia Content Can Help Improve Your SEO
Images, infographics, graphs, videos and other content can improve your SEO when you add the keywords you are targeting to their filenames, descriptions, captions, Alt Text and any other description fields available when you are adding those elements to your blogs.
Content is king, any content you create and distribute online will stay online forever as long as your links and webpages are still working.
Look For Guest Contributing Opportunities
If you find a business or organization that caters to the same or a similar target audience as yourself, offer to be a guest contributor for them. This might mean writing or editing articles for a blog, being interviewed, or participating in a podcast or video.
Many businesses use guest contributors to create a variety of content including marketing copy, conduct research, review products and/or services, edit, proofread, translate, interview, and blogging.
Being a guest contributor is not only a great way to earn money on the side, but also grow your brand.
Having your brand information (contact information, logo, a link to your website, etc) on different platforms helps drive traffic to your website while improving SEO.
Readers on those websites can look at your author bio and click on a link to your website where they can learn more about you, buy your products or inquire about your services.
The higher the quality of your content, the more likely readers will go to your website, follow you on social media, and trust your brand.
Guest Contributing Can Help Your SEO
Guest contributing can help your website’s SEO because Google treats links to your website as public referrals.
The more people who link to your website, the higher you will rank in Google search results. When someone links to your website, Google’s search algorithm will assume that your website has useful content on it (hence why someone is linking to it) and improve your website’s SEO as a result.
However, just like in the real world, who is giving referrals matters just as much as how many you have.
Google not only considers how many links lead to your website but also where those links come from. The more credible, authoritative, popular, or professional those linking to your website, the bigger the boost your SEO receives.
This is why guest contributing should be a part of any writer’s content marketing strategy, it helps you earn money, build trust in your brand and improve your website’s ranking in Google.
While there are plenty of benefits to guest contributing, there is much competition for jobs.
When starting out, you might have to offer to contribute content for free in order to secure the opportunity, regardless it is an effective way to grow your brand online.
Now that we have covered the kind of content you should create on your website, let’s look at another important area of content marketing you should explore, social media.
Social Media Marketing For Writers
Creating social media accounts is a great way to build your brand, drive traffic to your website and generate interest in your services.
Each post of yours acts as a free advertisement for your business, so take the time to write something witty, thought-provoking, humorous, insightful or interesting.
You want to make sure your posts are reaching your target audience, so think about which social media platforms they are most likely to use.
Ask yourself; What kind of platforms would they be on? What kind of content do they like the most? What content will best build your reputation as a writer?
These are all questions you need to ask yourself before creating any social media accounts.
Here are the best social media platforms for professional writers.
Best Social Media Platforms For Writers
Linkedin is one of the best platforms for writers because it has the highest number of companies using its platform, about 30 million of them!
LinkedIn is a business-centric social media platform and thus has the highest numbers of employees in senior-level and management positions.
In 2019, 90 million LinkedIn users were senior-level influencers, and 63 million were in decision-making positions.
LinkedIn content is highly shareable, mostly text-based and users can see any content that their connections have engaged with, not just what they have shared. LinkedIn content can reach many more people than content on other platforms can as long as your connections are engaging with it (likes, comments, shares).
Facebook is the most popular social media account in the world with over 2 billion users. Facebook provides highly detailed audience analysis tools to help you break down your audience by their demographics, interests and what they engage with.
You can create a business page or an author’s page depending on your writing focus. Facebook will allow you to add lots of extra information that you wouldn’t be able to with a personal account and provides analytical data about your followers, page visitors, and other Facebook users.
Facebook groups are great for finding communities of like-minded users.
Look for groups your target audience would be in and start posting content and following those users.
Depending on the rules of the group, you may be allowed to post content that promotes your services, but either way, groups are a great place to find potential customers, add them to your network and start connecting.
Called ‘Longform Twitter’ by many, this text-centric platform allows users to consume content from writers on the platform. Currently has over 200 million readers a month, it is a platform made by writers for writers.
You can write about anything you want without limit. That makes Medium great for practicing your writing skills, finding inspiration, and communicating with fellow writers.
With Medium’s new Partner Program you can get paid by subscribers when they engage with your content (the specific action that writers get paid for is called a ‘clap’). This not only provides you with extra cash, but it helps you build your online community of readers much faster than you would be able to on other platforms.
Over half of all Quora users earn more than $100,000 a year, the highest out of all social media platforms. Users visit the platform to interact in Q&As on any topic.
This text-based platform is great for writers as it thrives on detailed and well-written answers to users’ questions. In the right groups (those that align with your target audience’s interests) your answers will demonstrate your writing skills and build your credibility.
You can also create spaces for people to pose questions to you specifically.
Since you are the admin for the spaces you create, you have full control over these groups and can use these to provide much more personalized content/answers to your community.
Creating Social Media Content
Whatever social media accounts you choose it is important to keep building your followers and keep them engaged by regularly posting content. It is common practice to post content around twice a week at a minimum to keep your online communities engaged.
When creating content for social media you may be tempted to use every post to promote your products or services, but this is an ineffective way of engaging your target audience.
Focus about 80 percent of your social media posts on things that your target audience would find interesting.
By creating content your audience is interested in you will build trust between your brand and your followers, increasing the chances they share your content with their network or go to your website to learn more.
Make sure to include a link to your website in your social media profile/biography and all your posts. Always have your contact information available on each account.
Since you are using social media for your writing career you should make sure that all your official accounts are business accounts and not private ones.
This function is available for Facebook and Instagram and LinkedIn.
Business accounts/pages allow you to add more information that you would not be able to otherwise, increasing the chances someone clicks on that information to contact you, visit your site or perform other actions like search up your address if you have an office.
Business pages can also allow you to easily create online advertisements.
Market Yourself With Online Advertising
One element of digital marketing you might want to explore is Search Engine Marketing (SEM) and social media marketing.
SEM allows individuals to create and place their advertisements in Google Search results and Google Display Advertising Networks (websites and other platforms affiliated with Google including YouTube).
Social media marketing allows anyone with a business account to create and distribute advertisements on that platform.
SEM and social media marketing can be quite lucrative if targeted to the right audiences.
You could ensure that users searching for writers see an advertisement for your services at the top of Google’s search results or in their social media feed. With a convincing advertisement and a well-structured website, your online advertising campaign can generate high-quality leads that boost your revenue and provide a substantial return-on-investment (ROI).
All online advertising runs on a bidding system with businesses bidding for ad space when someone searches for a specific keyword or words.
If you have the highest bid your advertisement will be displayed. Your ad will only be displayed to searches on Google who fit the parameters you set when you were creating the advertisement.
What makes online advertising more valuable than traditional advertising is that anyone can participate. It is free to create a Google account and you only pay once someone clicks on your advertisement. This can be very cost-effective as you are only paying each time a lead has been generated from the ad.
See how an online advertisement is made below. It is more simple than you would think.
How To Create an Advertisement on Google
- Set up an account on Google Ads or a business account on social media
- Select your marketing goals from the options
- Provide information on your target audience
- Set the parameters for the advertisement (duration, bid amount, ad placement and location)
- Add your text, link and image/video (make sure to include a call-to-action)
- Run the advertisement and view results
If you are interested in using SEM for your writing business, you can contact Google customer support who will walk you through how to create your advertisement step-by-step.
The steps to create a social media advertisement are the same as for Google. Social media ads also run on a bidding system and only charge you when someone clicks on your ad.
Unlike organic content that is created on your website or posted on social media, online advertising content goes away as soon as you stop paying.
Expand Your Opportunities – Diversify Your Skills
Once you have established your online presence and have started building your brand, it is important to look for opportunities to expand your skills. This will make you more competitive when applying for different jobs as well as open up a wider range of writing jobs you could pursue like technical writing, news reporting, or script writing to name a few.
There are many different writing gigs available on the internet and immense competition for the best paying positions so improving your skills is vital to ensuring your long-term employment.
With the widespread adoption of technology like social media and Zoom, you can work with anyone across the world who has internet connection. This drastically improves your opportunities for employment as remote work is not only easier than ever before, but also more widely accepted in the workplace.
One of the best ways you can take advantage of this trend is to learn how to write in different styles and/or languages.
Write in Another Language
If you know another language, don’t be afraid to use it.
Every business that wants to operate online needs writing. If you can use the connectivity of the internet to reach out to specific employers in other countries and pitch your skills there’s no reason why you shouldn’t be considered for the role assuming you are a proficient writer in that countries’ language.
If you know one of the most common global languages (Spanish, Mandrin, Arabic, French,) you can work with employers from across the world with ease.
Write in Another Style
There are 67 english-speaking countries across the globe. In those countries the vast majority of their citizens use the internet to communicate, market and sell their products and services.
It is easier than ever to use your writing skills to create content for organizations in any majority english-speaking country, however keep in mind the different writing styles in each country. While the language may be the same, many countries have differences in the spelling, grammar and punctuation for specific words.
For example, if you want to write for Candian and American markets you will need to know the differences between CP (Canadian Press) and AP (American Press) styles.
As a professional writer you need to be aware of these differences when trying to write for clients in other english-speaking countries. When taking on an international client, consider buying a style guide for their country to ensure you do not make any careless mistakes.
Another way to diversify your skills to get comfortable creating content of all kinds. Being able to create different kinds of content from scratch is becoming an increasingly vital skill for any writer online today.
Create Images & Infographics
While there are a number of websites that let you use their images and content royalty-free, it is very helpful to learn how to create images and image-based content (like infographics) on your own.
Being able to create high-quality images and infographics not only makes your content more attractive to online users, but it adds another tool to your toolbox that makes your content more effective and gives you a competitive advantage when competing for a job.
There are a number of platforms like Canva (free) and Adobe Photoshop (paid) that allow you to create content from scratch or edit existing content of yours.
Video & Podcast Production
According to a study by the marketing agency Wistia, people spend 2.6 times more time on websites with video than those without. Video is the highest engaging form of content online.
Building your video production skills will enable you to create a wider range of content for and provide a highly adaptable skill you can use throughout your career.
You can use your video production skills to create an audio version of your content, turn it into a podcast, video series, or just provide additional content to your writing.
Just like with image creation, you can use your own equipment (camera or your phone) to create the content, but also platforms like Canva and Adobe Premiere Pro that provide tons of tools you can use to create videos without using any equipment.
Monitor & Review Your Digital Marketing Strategy
As with any strategy you want to make sure that you keep track of your progress.
Most social media platforms have data and analytics tools available. You can use these tools to determine if your content is achieving its desired goals based on user engagement (how many likes, shares, comments, etc).
One way is through adding tracking software like google analytics to your website. When you install google analytics on your website, the software keeps track of who visits your website, where they are coming from and what actions they performed while there.
You can use this to monitor the functionality of your website, as well as any transactions or inquiries you may have received. By using this monitoring software, you can gauge the effectiveness of your digital marketing strategy in real time and determine if your SEO, SEM and social media efforts have been driving traffic to your website and generating sales.
As with any marketing strategy, it is important to review how many of your goals were achieved and what can be improved in the future.
Key Metrics To Track
- Content engagement (views, likes, comments, shares, leads generated)
- Website’s google ranking
- Number of desired actions completed on your website (like the amount of traffic on a monthly basis, how many calls, emails, and inquiries were sent, the number of readers for each blog article)
- Followers on social media
- Subscribers to blog
- ROI (return-on-investment)
- ROAS (return-on-advertising-spend)
A spreadsheet is a great way of keeping track of data related to your goals.
Only by consistently monitoring and reviewing your progress can you accurately identify your areas of improvement and start to create new strategies to improve.
There is much to consider for any writer or author looking to develop a sustainable online business model.
A digital marketing strategy helps you plan and coordinate your activities in one comprehensive document. It helps you organize and focus your efforts on the platforms, content, and strategies that best help you reach and engage your most ideal customers.
A lot is needed to fully take advantage of the opportunities digital marketing provides and that is why a digital marketing strategy, like the one outlined here, is vital to streamlining your efforts.
The Digital Marketing Institute is a globally certified digital marketing agency and educational provider.
Brand Marketing Analyst at the International Institute of Digital Marketing™