The internet is a large and confusing space, it is intimately connected, yet it is so often approached through a disconnected lack of planning, which mostly delivers lacklustre results. Organisations with a clear digital marketing strategy, that regularly measure their efforts, see 60% stronger growth than those without a marketing strategy.
A dedicated digital marketing strategy drives revenue with detailed marketing solutions that are tightly interlinked to your business goals. A strategy dives deeper into your audience, discovers your customers, defines your business, your offerings, and your industry to help understand your full market space and how you can better succeed within it.
It is a fundamental tool for your business. Developing a digital marketing strategy will help you identify what makes your business unique and how to get your message out to your audiences through a variety of digital channels. An in-depth and detailed approach to laying out your digital marketing strategy can reveal new opportunities and expand your reach.
A great digital marketing strategy starts with a discovery session. During this workshop, you will want to cover the following topics with your team and marketing partners, ensuring to involve your company’s key players.
- Identify your company’s revenue sources and their individual goals for the year.
- Identify the percentage of revenue that will come from existing customers versus new customers.
- Identify the percentage of leads marketing will need to source.
- Calculate your average member/deal/meal/beverage/gaming offer size and win/loss rate.
- Determine how much reach you will need to achieve your goals.
- What has worked/hasn’t worked in the past?
- What have been your biggest holdbacks last year?
- What were the key accomplishments last year?
- What are the goals for the next year? Next 5 years?
- Who are your key competitors and how do you stack up?
- Review target marketing and personas
- What are your target audience challenges and pain points?
- Review your current venue and client management approach and how marketing can better integrate with these efforts
- Review the vision for what looks different moving forward
- Review any untapped opportunities and new marketing objectives
- Discuss marketing budget
From there, you want to develop your marketing calendar, the means to your success, a guide that outlines all the moving parts and helps you maintain your timelines and objectives. During this process you will want to create a clear, action-oriented task list that addresses three key questions:
Who: Assign both roles for creators and reviewers in your plan
What: Include the gist of the promotion, such as a working title, campaign elements, target audiences, etc. (This will just be high level as you will flesh out details during planning stages of these campaigns)
When: Make sure to include key dates, such as email send dates, campaign launches, text contact timing, planning meetings, and more.
Don’t over complicate it, don’t underestimate it and be sure to make it a living document, not just something to get finished and pop in a drawer – Use it, analyse it, review it and your venue will win in the sea of competition you currently face!
If you’re looking to develop your venue’s digital marketing strategy, get in touch with our Digital Marketing Advisor, Lauren Neilson, today!
