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One Size Does Not Fit All: Why Your Digital Marketing Strategy Must Be Unique To Your Business

Written by Melanie Smith: Digital marketing manager.
· 4 minute read

Every business needs an effective digital marketing strategy in order to truly achieve success online. Without a proper strategy, you may not have a clear direction, or strategic goals in place. You probably won’t understand your online marketplace and where your brand sits within it. Without a strategy, any digital marketing efforts are likely to be a little ad-hoc, and your competitors are most definitely going to be a step ahead.

Despite this, according to a study by Smart Insights, 47% of brands still do not have a clearly defined digital marketing strategy in place.

If your business is guilty of not following a dedicated digital marketing strategy, it might be easy to look at the big brands who are an online success and try to emulate what they’re doing. It might even be tempting to look at your online competitors and take note of some of their marketing tactics.

However, it’s important to remember that digital marketing is not one size fits all. Your strategy must be unique and tailored to the specific needs of your business. Not every marketing strategy will suit every brand, and here’s why…

Different goals and objectives

Every business will have different goals and objectives that they would like to achieve through their digital marketing campaigns.

Your digital marketing strategy can change drastically depending on your goals, and in order to determine success, your business must set specific goals that can be measured.

For example, your main goal might be to increase number of leads by x%, whereas another goal might be to build your brand as an expert within your industry through a dynamic content marketing strategy. Both of these goals would require completely different strategies.

Different audiences

Just because one brand has a lot of success and has built a large following on Instagram and Snapchat, doesn’t always mean your brand should be doing the same.

These channels can be a brilliant way to connect with your audience and build your brand awareness, however, they may not necessarily be the appropriate channel for your business.

Think about your audience. Are they more likely to be posting selfies on Instagram, or engaging with other professionals on LinkedIn? The way your audience interacts and engages online will help to shape your entire digital marketing strategy.

Different budgets

Every brand is different, so every digital marketing budget will differ too. Depending on your goals, it may be best for your brand to allocate a large percentage of your online budget purely to pay per click ads, whereas another brand may have more success allocating the bulk of their budget to a content marketing strategy or social media.

Make sure you spend plenty of time clearly defining your budget and the way you are to distribute it across digital marketing channels based on your goals and what will work best for your brand.

Digital marketing changes

Digital marketing is a fast moving world, so you need a strategy that is constantly evolving, changing and keeping up with the trends.

Your strategy should be able to adapt to the latest changes. When Google announces a new update, or when the Facebook algorithm changes yet again, you need to be sure that your marketing efforts can keep up.

Not only this, but your strategy should also adjust based on your results, driven by the data and insights you gain.

If you need help building an effective digital marketing strategy that is unique to your business, get in touch!