Like any good logistician knows, it’s the planning portion of well really anything that is usually the key to success. It all starts with a strategy, made up of goals, observances, research, and then an execution model. Then, you execute the strategy, pay attention to the data, and pivot tactics to make sure you are on track in accordance with Key Performance Indicators (KPIs) you have set out for yourself!

Such is true for the digital marketing plan for any company. This post is the first in a 5 part series on Marketing in Logistics by creating a sound Digital Marketing Strategy. Our goal is to help aid in the resurgence of American Manufacturing, and manufacturing at large, in order to stay in the spirit of continuous improvement and lean methodologies to drive more bottom line savings.

Part 1 of a Sound Digital Marketing Strategy: The Market Research Phase

Like a sound business plan, or when you are establishing your complex supply chain, any great strategy starts with laying a solid foundation and a sound digital marketing plan is no different. In the market research phase there are four crucial components in developing a successful strategy.

Defining Goals and Objectives

digital-marketing-goalsFirst establish your corporate goals, marketing goals, and then your digital marketing goals.

Target Audience Establishment and Research

Now that you have set your high level goals to align digital marketing objectives with business objectives, it’s time to better understand who you are trying to reach with your digital marketing efforts. It’s important to think holistically when considering who you are trying to reach at a potential prospects’ company. Typically, your target audience falls into two categories: Primary (decision makers) and Secondary (influencers of the decision maker), but there could also be Tertiary (these are the vetters; admins, executive assistants, and those gathering info to present to the group, usually in a B2B environment). When thinking about your target audience, think of the following:

Once you’ve figured out your target audience, you will do a lot with it. We will cover what you can do with this information in the next post specifically, but you can use this information to

Search Engine Optimization Research

digitial-marekting-seoSince you know what you are trying to accomplish with your digital marketing by way of goals, and you know who you want to reach, now comes the wealth model aspect to your digital marketing plan: Search Engine Optimization. In today’s world, if you are not showing up in search results for key phrases around your products and services, you are losing out on potential business and will fall short of your corporate goals. Do the following to start deciding your top key phrases by gathering SEED words first:

Once you have all of these seed words, you can then put all of them into the Google Keyword tool, and export a list of words onto an excel spreadsheet. Score each key phrase by relevancy to your target audience, and the ones that could make you money if you rank for them. In future posts, we will cover how to cull your list to the top key phrases. Whenever you identify these, you will then be able to create compelling and ranking content!

Establish Key Metrics through Benchmarking

Finally, before you lay out the strategy, in the market research phase, you must understand yourself, and where you have been, in order to say where you want to go. Here are some good digital marketing areas where you want to establish key metrics:

If you know where you want to go, and you know the metrics you wish to see, typically, you have more confidence in pulling off a complex project, whether it’s a supply chain or a marketing plan. Stay tuned to the next 4 weeks for more details on how to properly execute a digital marketing plan. In today’s world, digital marketing is no longer a wish to have, but a need to have in order to sustain and survive in today’s competitive business environment.  Expect to see posts around Digital Activation, Content and Ongoing Digital Marketing, Digital Data and Analytics, and Traditional meets Digital in subsequent posts.

Let us know in the comments about your digital marketing efforts and if they are paying off!

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