How to define your digital marketing strategy? In this Expert Insight Interview, Karry Gaurd discusses how to create a sustainable digital marketing strategy and provide high-quality content to your clients. Karry Gaurd is the COO of MKG Marketing, a digital marketing agency of experts who help tech and healthcare brands grow big.
The interview discusses:
- Starting strategy and channel selection
- High-quality content versus fluff content
- Choosing the audience
How to Start and What Channel to Use?
Among numerous digital channels, how to know which one will be suitable for you? When formulating your entering strategy, you should start from the core of your business and answer the questions like what are your KPIs, who is your target group, and what message you want to send to the public. Once you have defined these points, you can pass on to building your channel. This channel will be the bridge between your message and receivers, in this case, your target audience. Furthermore, you will have to use SEO tools as an integral part of your strategy. It will allow your website to be positioned among first when typing keywords. Content, keywords, and building blocks are three unbreakable parts that permit people to find you when they are in need.
High Quality vs. Fluff
When designing content that will be on the internet, you should pay attention to the form and keywords. It is a common mistake that most companies are making. Firstly, the content has to be clear to the extent that it explains your business in simple terms in order to be understandable. Hence, high-quality content is preferred, and you should avoid focusing on quantity and fluff. Thus, you should not post things nor words that are not helpful so that you avoid junk content. You have to design ‘deep content’ that provides explanations on how you are doing things.
Nowadays, people are doing thorough research before they make a call. Once they pick up the phone, they are usually ready to make a purchase, and that is why content has to be actionable with the right keywords.
Regarding picking your target audience, it is necessary not to go after everyone. Rather than targeting numerous people from multiple target groups, the focus has to be on people who are more likely to use the same patterns. Hence, the content has to be strategic and answer the people’s questions on the chosen platform. By exploring the user’s preferred type of communication, you will know if that channel is right for you. Depending on the product, service, or target, you will have to switch from one platform to another. The key is to understand what your customers are navigating and what they are looking for while surfing.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.