Digital Marketing Strategy: PIEARM™
M16 created PIEARM™ to deliver an effective digital marketing strategy framework.
PIEARM™ helps businesses to plan, implement, execute, analyze, report and measure digital growth.
M16 Marketing’s KPI-Driven Digital Marketing Framework
PIEARM™ is a proven, strategic digital marketing framework to prevent waste and provide results.
A 6 Step Strategy for Achieving Digital Marketing Success
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Step 1: Plan
Planning includes SMART goals, market positioning, a SWOT analysis, market segmentation, building a buyer persona and customer search intent research.
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Step 2: Implement
Implementation focuses on creating content including website content, ad content, video content, photography, social media content, press releases and more.
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Step 3: Execute
We align people, processes and technology to help companies increase revenue using marketing automation, strategic web design, SEO, social and paid media.
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Step 4: Analyze
During our analysis, we review the data we collect to uncover valuable information about users, markets and business opportunities and evaluate performance.
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Step 5: Report
Our reporting then organizes the data into customized informational summaries to highlight specific KPIs and provides easy to understand performance dashboards.
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Step 6: Measure
Marketing ROI is how we measure the results of a campaign. Based on those results, we provide actionable items to improve the plans, processes and results.
8 Tactics to Support Your Digital Marketing Strategy
A well-devised digital marketing strategy will help you…
- Keep your business ahead of the digital marketing trends
- Discover new ways to improve your content marketing efforts and analytics.
- Get ahead of your competitors and stay there.
Below are eight digital marketing strategies which have been tested by top companies in various industries.
1. Content marketing
Content marketing is a type of digital marketing that focuses on creating and sharing valuable content to attract, acquire, and engage a clearly defined audience. It has the power to increase your SEO, build trust with your customers and generate leads. In order to be effective, it’s important to not just create any old content, you have to create relevant content that meets the needs of your target audience.
Here are some tips for creating an effective content marketing strategy:
– Create buyer personas
– Define what success looks like
– Define a distribution strategy
– Build a promotional plan
As far as tools go, you can use Google Analytics for analytics data, Google Keyword Planner for keyword research, Hubspot for workflow, and video creation tools like Animoto or GoAnimate if you want to get creative.
2. Search engine optimization (SEO)
Search engine optimization is an integral part of online marketing. It’s a key component for gaining visibility in search engines, especially for local businesses. Many local businesses struggle to get their website ranking high on search engines, but the good news is that the process for local SEO isn’t all that different from regular SEO.
You still need to include keywords and phrases in your site’s content, and you still need to build links back to your site from other websites, with one important difference: You want those keywords and links to be very specific and targeted toward your geographic location.
If you have a brick-and-mortar store in Los Angeles, you don’t just want to rank on Google. You also want your business name and website address to appear when someone searches “wealth management near me” or “wealth management Atlanta.”
3. Paid social media advertising
Paid social media advertising is an excellent option for businesses that are trying to reach their customers. Social media advertising allows you to target your ads toward people who have already indicated an interest in your products or services. For example, if you are a company that sells backpacks, you can choose to target people who have recently purchased competing brands of backpacks.
Social media advertising also allows you to reach your customers in a less intrusive way than other forms of advertising. Since social media users spend a lot of time browsing their feeds, they’re more likely to be receptive to seeing ads than other forms of online marketing.
4. Pay-per-click advertising (PPC)
PPC is a great way to get traffic to your website immediately. With pay-per-click advertising, you only pay for results, which means every time someone clicks on one of your ads, you pay for it. This can be expensive if you don’t know what you’re doing. However, if used correctly, the ROI of PPC can be very high because your ads are getting in front of people who are already looking for what you have to offer.
You can use PPC to advertise on social media platforms or with Google Ads and Bing Ads. You can target people through demographics such as age and location or through specific interests such as what they like to buy and where they like to shop.
5. Email marketing
After you’ve collected email addresses from your customers, you can use them to communicate directly with your customer base. By sending personalized messages to customers at regular intervals, you can keep the relationship between your business and its customers strong over time.
You can also use email to cross-sell products and services that are similar or complementary to what the customer has purchased in the past. Just make sure that any emails sent out contain a clear call to action and link back to your website so that customers will have every opportunity to explore other products offered by your company.
Email marketing can be used for many different purposes. You might use it too…
– Keep customers informed of new products, services, or special offers
– Attract new customers by offering incentives for signing up for a mailing list
– Retain existing customers through coupons or discounts on future purchases
– Recover lost customers via an abandoned cart reminder
6. Social Media Marketing
For any business, social media marketing is an integral part of the marketing strategy. It helps you connect with your customers in a very personal way. With more than 2 billion users on social media, it can be one of the most effective channels for small businesses to reach their target audience and stay connected with them. Social media marketing can help you:
– Grow your brand’s awareness
– Reach new customers
– Engage with existing customers
– Increase traffic to your website
– Generate leads
– Improve customer service
7. Mobile marketing (SMS)
As a consumer, you’ve likely received text message marketing from almost any company that does business with you. You might have even opted in for restaurant notifications about your order status or texts when your package is on its way. This style of mobile marketing is so prevalent that it’s difficult to imagine a world without it because of how convenient and beneficial it can be for consumers.
As a marketer, though, you may not be taking advantage of SMS as much as you should be. In fact, you may not even be thinking about it at all! The truth is SMS is the most powerful mobile marketing channel available today. If used correctly, it can bring more ROI than anything else in the industry right now.
8. Consulting or training services
If you are a digital marketing consultant, consider offering your services to other small businesses. Many small business owners may be intimidated to use digital marketing tools like social media and email marketing because they think it’s too difficult or complicated. They might be more willing to pay for your support if they can get it on an ongoing basis rather than just as a one-time project.
If you’re not ready for that type of commitment yet, consider providing training services instead. You can train employees at other companies so they can use these tools themselves (and tell their managers) or provide training to interns or entry-level employees in your own company, so they have the skills they need when they move up in the organization later on! This way, everyone wins: you build rapport with potential clients while still being able to keep doing what you love most: digital marketing!
An effective digital marketing strategy can help grow your business. While this may seem obvious, there are many reasons why small businesses decide to forego marketing in the first place. Some business owners feel that they don’t have the time or resources to invest in marketing; others may feel that they’re too small a business to need it or even that they get enough customers through word of mouth.
Digital marketing is a long-term strategy, and it might not provide immediate short-term results. It also requires an investment of both time and money. However, over time and with commitment, digital marketing is an effective way to reach potential customers online, and when used strategically and creatively, it can make all the difference between a thriving business and one that fails.
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