{"id":5068,"date":"2020-07-08T15:20:43","date_gmt":"2020-07-08T19:20:43","guid":{"rendered":"http:\/\/localhost\/osborne\/?p=5068"},"modified":"2021-12-22T20:06:12","modified_gmt":"2021-12-23T01:06:12","slug":"3-ways-to-get-strategic-about-your-digital-marketing","status":"publish","type":"post","link":"https:\/\/www.osborne-group.com\/fr\/3-ways-to-get-strategic-about-your-digital-marketing\/","title":{"rendered":"3 Ways to Get Strategic About Your Digital Marketing"},"content":{"rendered":"

As marketing has evolved, the shift towards digital has\u00a0<\/span>been inevitable<\/span>.<\/span>\u00a0<\/span>An\u00a0<\/span>increase in internet users<\/span>\u00a0<\/span>(<\/span>from 8<\/span>3<\/span>%\u00a0<\/span>of Canadians\u00a0<\/span>in 2012 to\u00a0<\/span>91%\u00a0<\/span>in\u00a0<\/span>March 2019<\/span><\/a>) reinforces the importance of<\/span> a strong online presence for any brand aimed at generating leads in 2020. As the world navigates through quarantine and remote work, people will be online even more frequently.<\/span><\/p>\n

Breaking into digital marketing can be intimidating with a steep learning curve, challenging new lingo, and<\/span>\u00a0a<\/span>\u00a0s<\/span>eemingly endless\u00a0<\/span>number\u00a0<\/span>of<\/span>\u00a0<\/span>tools and tactics. <\/span>W<\/span>ithout\u00a0<\/span>a\u00a0<\/span>thoughtful approach<\/span>, you might<\/span>\u00a0<\/span>do\u00a0<\/span>more harm than good<\/span>.<\/span>\u00a0<\/span>Now, more than ever<\/span>, you need to<\/span>\u00a0think critically about\u00a0<\/span>what your strategy should look like.<\/span>\u00a0<\/span><\/p>\n

There are<\/span>\u00a0<\/span>other\u00a0<\/span>factors you should also\u00a0<\/span>consider. T<\/span>hings like\u00a0<\/span>your sector,\u00a0<\/span>company size, and audience<\/span> should all play a part in crafting your digital strategy<\/span>.\u00a0<\/span>Whether you<\/span>r<\/span>\u00a0<\/span>team includes many people<\/span>\u00a0<\/span>with\u00a0<\/span>ample\u00a0<\/span>resources<\/span>\u00a0or one person with\u00a0<\/span>very few<\/span>, what\u2019s most important is that\u00a0<\/span>you find the\u00a0<\/span>right mix\u00a0<\/span><\/b>of channels t<\/span>o\u00a0<\/span>suit the\u00a0<\/span>specific\u00a0<\/span>needs of your audience.\u00a0<\/span>\u00a0<\/span><\/p>\n

Here<\/span>\u00a0<\/span>are<\/span>\u00a0<\/span>3 practical steps<\/span>\u00a0<\/span>to\u00a0<\/span>help\u00a0<\/span>get you started<\/span>:<\/span>\u00a0<\/span><\/p>\n

1. Up<\/span>grade<\/span>\u00a0your digital assets<\/span>\u00a0<\/span><\/h6>\n

D<\/span>igital assets are\u00a0<\/span>the material<\/span>s<\/span>\u00a0that you use to market,\u00a0<\/span>promote,<\/span>\u00a0and operate<\/span>\u00a0your brand<\/span>\u00a0online<\/span>. Th<\/span>ese can include\u00a0<\/span>images,\u00a0<\/span>video,<\/span>\u00a0<\/span>audio, and text<\/span>.\u00a0<\/span>Anywhere y<\/span>our company name and logo exist\u00a0<\/span>should have the same\u00a0<\/span>consistent<\/span>\u00a0approach.\u00a0<\/span>A great place to start would be to look at your peers. What sort of branding are they using? Note good and bad examples to inform your next decision.\u00a0<\/span>\u00a0<\/span><\/p>\n

It may be a bit difficult to notice those who do this well<\/span>, but\u00a0<\/span>it\u2019s very easy to spot those who don\u2019t.<\/span>\u00a0<\/span><\/p>\n

2. Use multiple channels, <\/span>and<\/span>\u00a0choose them carefully<\/span>\u00a0<\/span><\/h6>\n

The best marketing strategy is one that uses multiple channels to reach an audience<\/span>.<\/span>\u00a0Examples are<\/span>\u00a0social media, email, blogging<\/span>,\u00a0<\/span>and\u00a0<\/span>paid ad<\/span>vertising<\/span>. Each has its own <\/span>positives and negatives<\/span>.\u00a0<\/span>A simple start\u00a0<\/span>is to research and choose<\/span>\u00a0those t<\/span>hat<\/span>\u00a0suit the\u00a0<\/span>current\u00a0<\/span>means of your organization. <\/span>Start\u00a0<\/span>with the most sensible choices\u00a0<\/span>and<\/span>\u00a0grow from there.\u00a0<\/span>\u00a0<\/span><\/p>\n

A common mistake is\u00a0<\/span>overextend<\/span>ing\u00a0<\/span>by taking on too much, which<\/span>\u00a0ultimately<\/span>\u00a0harm<\/span>s<\/span>\u00a0<\/span>the<\/span>\u00a0brand<\/span>.\u00a0<\/span>Start by evaluating<\/span>\u00a0<\/span>the\u00a0<\/span>resources available<\/span>\u00a0to\u00a0<\/span>ensur<\/span>e<\/span>\u00a0<\/span>you have adequate\u00a0<\/span>support\u00a0<\/span>for\u00a0<\/span>each channel<\/span>.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

For example,\u00a0<\/span>picture\u00a0<\/span>a\u00a0<\/span>Facebook<\/span>\u00a0or LinkedIn<\/span>\u00a0page that sits empty with no content updates and incomplete information. Not only\u00a0<\/span>is it generating\u00a0<\/span>very little<\/span>\u00a0engagement, those who search and visit the page get\u00a0<\/span>a negative impression<\/span>\u00a0<\/span>of your brand.<\/span>\u00a0<\/span>The required<\/span>\u00a0<\/span>resources<\/span>\u00a0here\u00a0<\/span>would include<\/span>\u00a0a steady stream of content, a content management system, and a staff member properly trained and\u00a0<\/span>interested in the work.\u00a0<\/span>\u00a0<\/span><\/p>\n

3. Review and assess <\/span>your channels\u00a0<\/span>regularly<\/span>\u00a0<\/span><\/h6>\n

The development of a\u00a0<\/span>marketing strategy\u00a0<\/span>is rarely linear<\/span>.\u00a0<\/span>As such, it\u2019s important to\u00a0<\/span>allocate<\/span>\u00a0time\u00a0<\/span>to<\/span>\u00a0<\/span>reviewing and assessing progress. A regular marketing meeting is a good way to start. Ask\u00a0<\/span>your team<\/span>:<\/span>\u00a0<\/span>w<\/span>hat\u2019s working well and what isn\u2019t? Wh<\/span>at are some reasonable milestones to hit<\/span>? This kind of activity will ensure\u00a0<\/span>you make steady progress<\/span>\u00a0<\/span>with minimal financial risk.<\/span>\u00a0<\/span><\/p>\n

Lastly,\u00a0<\/span>sometimes you\u00a0have to\u00a0<\/span>b<\/span>e cutthroat<\/span>. I<\/span>f something isn\u2019t working \u2013 scrap it<\/span>.\u00a0<\/span>Don\u2019t<\/span>\u00a0<\/span>invest time anywhere that doesn\u2019t provide meaningful results<\/span>.<\/span><\/p>\n

These three<\/span>\u00a0<\/span>tactics\u00a0<\/span>are\u00a0<\/span>a good\u00a0<\/span>way\u00a0<\/span>to\u00a0<\/span>adop<\/span>t\u00a0<\/span>a strategic perspective in <\/span>your\u00a0<\/span>marketing<\/span>.\u00a0<\/span>If you\u2019re interested in discussing\u00a0<\/span>further<\/span>,<\/span>\u00a0<\/span>you can reach out to me at\u00a0<\/span>dmcmichael@localhost<\/span><\/a>.\u00a0<\/span>\u00a0<\/span><\/p>","protected":false},"excerpt":{"rendered":"

As marketing has evolved, the shift towards digital has\u00a0been inevitable.\u00a0An\u00a0increase in internet users\u00a0(from 83%\u00a0of Canadians\u00a0in 2012 to\u00a091%\u00a0in\u00a0March 2019) reinforces the importance of a strong online presence for any brand aimed at generating leads in 2020. As the world navigates through quarantine and remote work, people will be online even more frequently. Breaking into digital marketing […]<\/p>\n","protected":false},"author":44,"featured_media":5069,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[3],"tags":[],"class_list":["post-5068","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-osborne-insights-blog"],"acf":[],"yoast_head":"\n3 Ways to Get Strategic About Your Digital Marketing - The Osborne Group<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.osborne-group.com\/fr\/3-ways-to-get-strategic-about-your-digital-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Ways to Get Strategic About Your Digital Marketing - The Osborne Group\" \/>\n<meta property=\"og:description\" content=\"As marketing has evolved, the shift towards digital has\u00a0been inevitable.\u00a0An\u00a0increase in internet users\u00a0(from 83%\u00a0of Canadians\u00a0in 2012 to\u00a091%\u00a0in\u00a0March 2019) reinforces the importance of a strong online presence for any brand aimed at generating leads in 2020. 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