The Complete

Digital
Marketing
Course
Designed By XDezo Academy.
Digital Strategy and Planning

2
Digital strategy
▸ A digital marketing strategy is a set of planned actions performed online
to reach specific business goals.

Why Digital strategy

▸ It motivates you to learn more
▸ It provides real data
▸ It structures your actions
▸ It helps to increase ROI
▸ It helps you reconsider your relationships with the audience

3
How to create Digital strategy
▸ Research and define your goals
▸ Collect data about your audience
▸ Generate leads
▸ Nurture leads
▸ Take care of returning clients and advocates
▸ Set up marketing automation

4
1. Research and define your goals
▸ Ask yourself if it’s possible to optimize your existing content to rank
higher on Google.
▹ Structure your content according to Google’s algorithm to rank
higher;
▹ Reduce the weight of your images to make your page load faster;
▹ Get linked by relevant and authoritative websites to signal that you
have a good reputation.

5
Cont’d…
▸ Try to compare your content against the competitors.
▸ Perhaps they’ve covered relevant topics that you didn’t think existed.
▸ With the help of tools like Ahrefs or Moz, you can analyze which of
your competitors’ pages rank in the top 10 for specific keywords and
use these insights to cover these topics yourself.
▸ By the way, It’s okay to ask people to share their feelings about your
brand and what they’d like to see changed in your mutual relationship.

6
Cont’d…
▸ Importantly, be sure to choose digital marketing channels that best fit
your business. Don’t work with too many channels from the very start,
but gradually implement one channel after another only when necessary.
▸ So after you’ve done your research, set up your realistic goals based on
the insights it gave you.

7
2. Collect data about your audience
▸ The second thing you should think about is the target audience for
your product or service.
▸ Develop your business’s buyer persona — a portrait of your regular
customer, that includes data regarding their preferences, behavior on
your website, and habits as consumers.
▸ All the data you gather can help you create highly relevant display ads,
use personalized email campaigns, and perform behavioural
segmentation.

8
Cont’d…
▸ Audience (Customer) Segmentation
▹ Your buyer persona information will vary depending on whether
you’re B2B or B2C and the price of your product/service.
▸ Age range ▸ Challenges
▸ Interests
▸ Income ▸ Social media platforms
▸ Job title ▸ Industry
▸ Location ▸ Pain points
▸ Priorities ▸ Products/features desired
▸ Goals 9
3. Generate leads
▸ Your next step will be to optimize lead generation and search for new
ways to do it.
▸ You can start by gathering subscribers with the help of SendPulse’s free
subscription forms. This form allows you to get users' email addresses,
names, phone numbers, and other personal information for further
communication.
▸ You can generate leads through google search, facebook, chatbot,
newsletter subscription etc.

10
Cont’d…
▸ There are also some ways to generate leads based on virality. For
instance, you can run giveaways that target interested people and
incentivize them to join your mailing list.
▸ Another way to build your audience is via influencer marketing. This is
when a popular person, respected by thousands of subscribers, shares
information about your brand and encourages their audience to check it
out.

11
4. Nurture leads
▸ Lead nurturing moves leads towards a purchase after they’ve started
communication with your brand.
▸ You can do it with the help of emails, chatbots, socials, but what matters
most is how you do it.
▸ You need to educate your audience, add value to their presence in your
contact list, and at the same time, try to promote your brand in a non-
intrusive manner.
▸ With welcome email, sending survey email,

12
5. Take care of returning clients and
advocates
▸ Once a user has made a purchase from you, it shouldn’t be the end of
your relationships.
▸ Be sure to thank your client for their purchase, ask for feedback or a
review, and try to cross-sell in the follow-up email.
▸ To generate return customers, provide an excellent customer experience
and quality products.
▸ Make them feel like a VIP with exclusive personalized offers and
unique content for loyal customers.
▸ You can also motivate customers to become brand advocates by offering
them discounts for referring other people. 13
6. Set up marketing automation
▸ When you realize what works, and what doesn’t, for your digital
marketing strategy, you need to optimize processes by automating them.
▸ You can easily create automated email workflows to send sequences of
emails to support subscribers at various stages — onboarding,
purchasing, cart abandonment, etc.
▸ You can create an email workflow with SendPulse in less than an hour

14
Cont’d…
▸ Chatbots are also a great tool in terms of releasing stress from your sales
and customer support teams.
▸ Chatbots in Facebook Messenger and Telegram can answer FAQs, help
users book a room in a hotel, or even support a job application.
▸ SendPulse allows brands to create a chatbot for Facebook Messenger
and Telegram without having to code. With our intuitive builder, you
can easily design auto-replies for your chatbots.

15
Cont’d…
▸ Scheduling may also be beneficial. On the one hand, you can schedule
SMS and web push notifications and always be prepared in advance,
without creating campaigns in a hurry.
▸ On the other hand, you can set up auto-posting in socials and in a
Facebook Messenger chatbot.
▸ It allows you to plan your marketing campaigns.

16
In addition to above 6 steps:-
▸ Conduct a competitive analysis and determine market share
▹ If you want your marketing efforts to be effective, you need to
know who you’re up against.
▹ A competitive analysis allows you to identify your competitors,
calculate your market share, and determine the marketing strategies
they employ.

17
Cont’d…
▸ When doing your competitive analysis, consider the following types of
things:
▹ Which audience segments are they targeting?
▹ What digital marketing channels are your competitors using?
▹ Where are they strongest?
▹ Where are they weakest?
▹ What portion of their traffic is earned/owned/paid?
▹ What’s their positioning in the market?
▹ What’s their claimed differentiation?
▹ What type of messaging and specific language do they use?
▹ What is their tonality and brand personality?
18
Cont’d…
▸ A thorough competitive landscape analysis will give you insights into
how you can use online marketing to surpass your competitors.

19
Cont’d…
▸ Conduct a SWOT analysis
▹ A SWOT (strengths, weaknesses, opportunities, threats) analysis is
the other side of the coin from a competitive landscape analysis.
▹ A SWOT (strengths, Calculate your digital marketing plan
budget.

20