6.2 Cutting-Edge Digital Marketing - Chapter 02
6.2 Cutting-Edge Digital Marketing - Chapter 02
6.2 Cutting-Edge Digital Marketing - Chapter 02
Chapter 2
Formation of a Digital
Marketing strategy.
The main questions
2.1 Who am I? The mission and the value of your company
2.2 What do I offer? Product or Service
2.3 Where am I? Аnalysis of niches and existing competitors
2.4 Why go online? Establishing a key performance indicators
(KPI’s) system and setting up web analytics
2.5 Who is our client? Creation of a target audience’s portrait -
characters, personalities, avatars, etc...
2.6 What? Content types that are currently working
2.7 How to promote? Promotion and content seeding tools
2.8 Could it be better? Regular improvement
Where to begin? If you want to market online, there are a few sim-
ple questions you need to ask yourself before you start. If you don’t
take the time to answer all of these questions, you will not get the re-
sults you want from your internet promotion.
Where does your company stand at this moment in the market? You
must understand where you are in the market, what tools your compet-
itors are using, and how they communicate with their audience. There
are many tools available on the internet that allow you to see how much
traffic your competitors get. You can also see what channels and sources
this traffic is coming from and how your company stacks up with theirs.
Cutting-edge digital marketing
One of the first tools that you should use is SimilarWeb.com. Simi-
larWeb can analyze all sites except for those with less than 50,000 visits
per month. Other tools such as SEMRush.com, Serpstat, and Ahrefs can
help you explore what your competitors are doing in keyword search-
es. If you want to gain a detailed insight into how your competitors
perform on social media, use tools such as BuzzSumo, Ahrefs, and Se-
manticForce. You must conduct a competitive analysis before you start
a promotion, generate content, or drive traffic to your site. As you can
already see, they’re many things that go into making a great campaign.
If you have a good mission, a unique sales proposition, and an under-
standing of the competitive environment, you will be able to form
a high-quality strategy for your project. If this seems like a lot to take
in, don’t worry; we’ll go through everything in detail later on.
like Google Analytics will analyze who your client is, what sources bring
audiences to you, and which content works best. Once you have clear-
ly defined the goals and indicators you will be measuring; you can now
use Google Analytics to determine who your client is and what sources
and traffic channels bring the most buyers to your website.
You must understand that the online decision-making process is
long. For example: (see the image above) this is how our client decided
to buy our course. We communicated with him through our newslet-
ters, emails, search engines, etc... There was multichannel online com-
munication. The goal here is to communicate with a person via multiple
channels before he buys something from us. You must be prepared for
multichannel communication. With the proper setup of analytics and
measurement systems, you can find out and calculate all of this. Lat-
er on, in this book, we will explain what specific tools can measure in-
bound leads, calls, and orders and convert these requests to real sales.
Who are the people we want to target online? When a client comes
to our agency, we ask them to describe who has a demand for their
product and service. We usually get one of two answers. Some say that
their audience is everybody (something like ‘the product is good, and
everyone needs it’). The second situation is a sort of fantasy scenar-
io. For example: our client is «a 25-year-old man who drives a used for-
eign car».
To have a clear portrait of your potential client, you will need some
expertise in a particular set of tools. This book will help you use specif-
ic sets of tools that are available for free or cost little money. These will
help you get a clear picture of the people who want to visit your web-
site and buy from your website. We can get specific in what we can find
out about a potential client like their gender, interests, where they live,
and what devices they use to access your website. You will find out how
they consume your content, on what days, and at what time of the day.
You will have а clear understanding of what needs, fears, and biases
they have towards your product. This is all done with simple, straight-
forward tools, and you will learn how to apply them to your marketing
Cutting-edge digital marketing
strategy. Only after you have drawn a detailed portrait of your buyer
can you start generating and creating content for them.
We will learn how to address the needs of your buyer persona us-
ing content. We will discuss content strategies, but first, let’s define
what types of content there are.