A couple of days ago I came across this article which attempts to tackle "How to Choose the Right Digital Marketing Strategy for Your Business". Overall I think it's a good piece but one thing really caught my attention because it's something I believe in very much: Goals.
Goals are one of, if not the most, important things to consider when strategizing, setting up, and executing your digital marketing efforts. Without knowing precisely what you are trying to accomplish, businesses are simply throwing stuff out there. Instead, businesses should define what they are trying to do: Capture leads? Promote brand awareness? Online store purchases? Newsletter subscription? Free Consultation? Top Google Search Engine Ranking (SERP)? All of these goals might require a different mix of efforts and channels.
For example, a B2B company looking to capture leads? LinkedIn advertising might be a great bet! Small clothing shop looking to increase online sales? LinkedIn probably is not the best bet. It takes careful consideration of what your particular goals are to develop a functional online marketing plan, and businesses that have this figured out are much more likely to see a return on their investment than those that have not.