Digital Marketing Strategy

Creating Return On Investment For Your Business

Digital Marketing is evolving exponentially, in many cases disrupting traditional marketing methods, and because of a sense of urgency to keep up, and the self-service nature of many online platforms, the temptation for a lot of small businesses is to jump right in without building out a proper digital marketing strategy. However, being digital just for the sake of having an online presence is not the solution. A business, no matter its size, needs a clear and consistent digital marketing strategy that creates a return on investment. Failing to do so will often result in lost opportunities.

Building the strategy starts with questions. Who is your target market? How do you intend to be perceived by that market? How does your market use digital technology? The answers to these questions differ greatly from one business to another, so there is no one-size-fits-all approach here. Nor is there a digital marketing strategy template that you can download and apply to your business. At Mosaic we divide your strategy into three distinct components: your Business, your Customers, and your Marketing. The goal is to develop a cohesive digital marketing strategy that encompasses all three.

Digital Marketing Strategy:
Your Business

Developing a digital marketing strategy starts with a clear understanding of your business. To achieve this we focus on four key elements. Your Mission Statement and Objectives first provide an overview of your business, that helps guide your overall strategy. Your Value Proposition and Elevator Pitch then help us think more concisely about exactly what you want to communicate. Following these steps helps identify your business, and where you want your digital marketing efforts to take you.

Digital marketing strategy - business
Digital marketing strategy - customers

Digital Marketing Strategy:
Your Customers

Now we turn to your customers. We need to define your market, so that we can ensure we focus on the right audience. We then need to ascertain their needs, and what motivates them with regard to our objectives. Finally we need to determine where to find them online – what platforms do they use and how? Digital marketing allows consumers to pinpoint exactly what it is that they are looking for online, and find it much more easily than in the past. This means that your business has to be specific with who it targets.

Digital Marketing Strategy:
Your Marketing

Once we understand your business and your customers, the final aspect of the digital marketing strategy is selecting the actual marketing methods that we are going to use. How are we going to target your customers to achieve your business objectives? Your marketing mix will vary considerably for each category of customer, and each objective. We work with you to identify the best approach for your paid, earned, and owned media and develop a comprehensive marketing plan to deliver a return on investment.

Digital marketing strategy - marketing

It’s important to remember that digital marketing is an iterative process that requires constant attention, so the ability to adapt and adjust is vital. This is especially important as we collect more data and get closer to your real targets. We work with you on an ongoing basis to refine your digital marketing strategy, and ensure that it continues to maximise your return on investment over the long term. Contact us today to learn more.

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