- What do I want to get on the Internet?
The first thing we need to be clear about is what our primary objective is and what the secondary objectives might be. Depending on our business model and the situation of the same we will be interested in different goals, such as:
- Generate brand awareness.
- Visits to our website.
- Subscribers to our blog or newsletter.
- Contacts of potential customers.
- Sales of our products.
- Loyalty to our customers.
- What disciplines will help me achieve my goals?
In digital marketing there are different disciplines on which to work our strategy. Depending on the answer you gave to the previous question you are interested in some more than others. We must select the most important ones for the business based on our resources and give priority to those that we believe can generate the best results. Among these disciplines we can highlight:
- Search Engine Marketing (SEM).
- Search Engine Positioning (SEO).
- Display Advertising.
- Video Advertising.
- Optimization in Social Networks (SMO).
- Advertising on Social Networks (SMM).
- Email Marketing.
- Mobile Marketing.
- Affiliate Marketing.
- Content Marketing.
- Who is my target audience?
As in any marketing strategy it is essential to be clear who the target audience is. On the Internet is especially important, since one of the great advantages of digital marketing over traditional marketing is the high segmentation capacity that allows us.
We can reach large numbers of people if our business works with a mass market or access small niche markets that may be interested in our products or services.
- How will I measure the results?
Another of the great advantages of digital marketing over traditional is the possibility of practically everything. This will help us to make objective decisions and be able to quantify the performance of our actions and the profitability of them. There are a multitude of metrics and analysis tools to help us with this task.
We must select short-, medium- and long-term objectives to evaluate the results of our actions. These goals must be realistic. In order to measure them we have to select our KPIs.
KPI (Key Performance Indicators) are the key performance indicators, metrics that help us understand how we are doing in relation to the goals we have set.
- What does my competition do?
At this point there are sure to be other professionals or companies that offer your same products or services and are already executing some digital marketing action. Whether direct competition or not, before starting it is very interesting to analyze what strategies are being carried out, because we can learn from their successes and mistakes.
- Do I have the right website?
Most of the different internet marketing actions that we can do happen in one way or another through our website. We will soon be served a marketing campaign very well worked if our website is not prepared for the goal that we have proposed.
There are different types of websites and depending on our goals we must take into account what we need:
- Corporate and self-managing websites
- Online Stores and E-Commerce Businesses
- Advertising Pages (also known as Landing Pages)
- Blogs, news sites and content
- Tailor-made websites with very diverse functions
A good usability and user experience on our website is a major factor to take into account. It will help us to facilitate the access to the content from any type of device, to offer a correct reading, fast and efficient, and to generate an excellent experience.