How to Structure a Powerful Digital Marketing Strategy

Thriving as a business in this digital age requires a well-structured digital marketing strategy.

How do you get started and structure a plan of action?

Let’s dig in and help you outline your process now.

How They Can Be Used in Marketing

Once you become as familiar to your buyers as their psychologists are, you’ll know what to offer them and how to connect to them in a way that's most appealing.

You’ll become very precise about it.

For instance, a healthcare network can have Mary-the-Working-Mom as their primary customer characterized as follows:

• Role: Decision-maker when it comes to healthcare
• Age: 30 to 50 years old
• Family: With kids under 18
• Background: An educated woman who seeks to balance her career with family life. She’s always on-the-go, using online resources to help her with almost everything, including parenting and cooking.
• Goals: To keep her family in their best health and to provide quick, reliable care every time her kids are ill.
• Challenges: She doesn’t have a dedicated family physician. She’s so busy she can't keep up when her kids become sick.

See how a healthcare company can make use of the above info?

If you’re a healthcare provider, and you’re targeting the Marys out there, you now have an idea of the specific personality you are targeting — a frame of reference as to who the end receiver of your campaign will be.

A buyer’s persona gives you focus. You’ll know who to reach out to and what to offer. You can now position your offer in a way that solves their problems directly.

If you can show the Marys of the world that you understand them, then they will look to you the moment the occasion calls for it. All because you’ve tailored your services to them.

You’ve cared enough to put all your efforts towards one persona.

That’s the power of knowing your buyer’s persona.

The power of digital marketing over traditional advertising is the fact that you can target someone as specific as Mary and put the right message in front of the right people at the right times.

Now it’s time for you to create your own persona.

Creating Buyer Personas

You may be able to imagine your target audience’s preferences. Let’s refine that picture and make sure you have a clear representation of your ideal customer.

Let’s create your buyer’s persona.

Dig Deep Within Your Database

Research. It’s the very first step to making your buyer’s persona as defined as possible.

Here’s what you can do.

Track trends within your contacts database (your email list) about how leads and customers find and consume the content you put out.

This step will be helpful if you are already an established business and have a list of prospects, and if you’re just refining your audience.

(If not, just read on and see what more you can do from here.)

You’ll likely identify different segments within your database. Some are super interested in your content, while others are half-hearted. Still, some give the once-over, and you’re not engaging them at all.

Now you’ll have a better clue as to who loves you and your offer, your service, or your line of products.

List down these people’s characteristics. Create a mental picture of a person who has all these qualities.

• Customize the forms on your website. Now, this part should be helpful if you don’t have a clear understanding of who you want to communicate with.

Create fields within your forms that will allow you to capture pertinent information. For example, their company size — that is, if you’re targeting business owners in a particular field.

• Pick the brains of your sales staff regarding the types of people they interact with most.

Again, you should be able to do this if you’re already thriving online or offline, and if you’re aiming to refine your process and your audience.

The idea is to know the types of people you’re already attracting.

• If you haven’t even started yet, simply create your buyers' persona from scratch. The next section should help you out.

Interview Customers And Prospects

Do you already have a returning customer? Good. Interview them.

Simply use incentives to attract these people to interview with you. You’ve probably come across this strategy in many companies.

For instance, a telecom company may ask its long-term customers to answer a survey, and it’ll give the customers some rewards points or bill rebates as an incentive.

If you’re still looking to reach out to prospects, you can do the same. Interview them through a survey, then give an incentive in the form of a discount code, or something of that nature.

Interviews, however, should not be limited to survey forms. You can invite a few insightful participants to an actual, physical, ‘next-level’ meeting.

You may do a round table discussion. Give these people snacks and pay for their fare and accommodation. Treat them with VIP perks.