Digital Marketing Strategy
Every successful business has a business plan in place, including a lucrative marketing strategy. Digital Marketing is one of the best ways to advertise a business and provides a better Return on Investments, or ROI, than traditional media and marketing channels.
Bu-Tiffle Things Boutique is a women’s clothing store located in De Pere, Wisconsin. The only reason why I know about it is because I live right across the street from it. Apart from that, I had never heard of it before. About a month ago I walked in to check it out and it happens to have a lot of cute items and I ended up purchasing a few things. They recently just moved into a new location down the road, but I still don’t think it’s advertised well enough to help them attract customers and increase revenue. To help them out, I’ve created a digital marketing plan:
- Increase Awareness
- Target Ideal Buyers
- Increase Revenue
Customer Influence Efforts:
We will then focus on resource allocation across the various digital marketing channels in service of the three customer influence efforts including demand generation, demand harvesting, and loyalty building. We will be focusing mostly on demand harvesting and loyalty building. Because not many people are aware of Bu-Tiffle Things’ Boutique, I want to increase awareness to attract and engage more consumers. After we get their name out there more, we will then focus on building efforts to produce repeat customers.
Channels and Tactics:
Because we are focusing mainly on demand harvesting leading into loyalty building, we will want to invest in paid search, social media advertising, and display advertising. We will want to optimize Off-Site SEO, so we’ll need to determine the weaknesses in Bu-Tiffle Things’ website link profile that is preventing it from ranking well on relative searches. From there we will create and implement a plan to earn high quality links from external sources to improve Bu-Tiffle Things’ search engine rankings on relevant searches. We won’t have to invest anything besides time and effort into their social media pages. Content will be consistent, and we will take the time to update their pages mainly to target women around the Bay Area. We will also target customers through email by offering discounts and special perks for repeat customers.
As the customer base grows, we will continue to monitor its advertising returns on paid search and update them as needed. We will make sure our social media channels are contantly being updated and our content is intriguing, eye catching and consistent. As our revenue grows, we will invest in software to that enables better customization of email content, always making sure to keep it personalized.
“Marketers need to build digital relationships and reputation before closing a sale.” –Chris Brogan, Chief Executive Officer of Owner Media Group
Learn more about Digital Strategy by cicking on this link
Wrapping Up the Semester!
As the semester comes to a close, I’ve reflected on the many useful things I’ve learned from this class. I’m currently looking for internships this fall, and every piece of knowledge I’ve gained from this class I will use going forward, which will hopefully help me secure a job. I enjoyed learning more about SEO and paid-search marketing. I also love to expand my knowledge on social media marketing as well as online reputation management. I’ve enjoyed this class and look forward to putting all of the valuable things I’ve learned to use.
Good luck to everyone going forward!