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5 Elements of a Successful Digital Marketing Strategy

February 16, 2010

It’s a new year and many people (especially in South Africa) are gearing up for the soccer world cup.  I cannot explain how much we are being bombarded in the media with soccer-related promotions and advertisements. However, even though I have seen this soccer-mania hit newspapers, radio, billboards and newspapers, I have not seen much of an effort made to market the world cup online…

This made me think that maybe, our world cup organizers don’t know about how to set out a successful digital marketing strategy, which is why I have decided to put in my 5 cents and layout what I believe needs to be part of a successful digital marketing strategy:

  1. Extensive Keyword Research – You need to know what keywords receive the larger amount of searches. Choosing the best keywords to target gives you a better chance of getting increased visits to your site. There are many keyword tools out there that allow you to get an idea of which keywords are popular, as well as trends and user interest. You can use the following tools (to name a few):

    You are more likely to have success from long-tail keywords than from your primary list of chosen keywords, as more specific keyword-phrases lead to higher conversion rates.

    Long Tail Search

  2. Quality Content -The importance of having quality content on your site cannot be stressed enough. Not only does quality content make your website more “sticky”, it also attracts natural backlinks that will help with your SEO. Make sure that your spelling and grammar is perfect and that the tone reflects the personality of the company.
  3. Site Design –  There are 3 elements that need to be taken into consideration when it comes to site design, namely:
    • Usability – your site needs to be user-friendly and intuitive, with clean navigation having important content no-less than 3 clicks away as a rule of thumb.
    • Conversion Optimization – The layout and design of the site needs to be optimized to yield higher conversion rates, this can be done by testing up until you find the perfect layout. You can read more about conversions here.
    • SEO – Make sure you have search engine friendly site.
  4. Use the appropriate marketing channels – Know your business objectives before you decide on which online marketing channels to include in your strategy, for example, social media doesn’t work for everyone.  There are many channels to choose from, for example:
    • Search Engine Optimization
    • Paid Search – Pay-Per-Click Marketing (PPC)
    • Social Media Marketing
  5. Understand Your Analytics –  You need to fully understand your analytics data before you know what to do with it.By understanding your analytics you can pin-point areas you are lacking as well as new opportunities, for example, new keywords to target, or which pages have the highest Bounce Rates. This allows you to fine-tune your strategy for improved results.

Keeping these in mind will allow you  to make the most out of your digital marketing strategy.


4 Comments leave one →
  1. February 16, 2010 2:11 pm

    Well said! I’m still baffled at how resistant people are to spend a lot less money and probably get a better result using inbound marketing. Marketing is no longer about big wallets, it’s about big brains and niches.
    Your post was helpful and informative.

    • iamsocialicious permalink*
      February 17, 2010 7:36 am

      Thanks Teicko for your comment. It’s true that marketing is not about big wallets!! A clearly defined strategy will save time and costs and will be more effective!

  2. February 17, 2010 1:47 am

    Great post. Many people need to read this. Simple and clear.

    • iamsocialicious permalink*
      February 17, 2010 7:35 am

      Thanks for the comment Michael!!

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