By auditing SEO, tracking daily rankings, analyzing your competitors’ SEO strategies, researching millions of keywords, and even generating ideas for more organic traffic.
But the benefits don’t stop at SEO. Use SEMRush for PPC, building and measuring effective social media strategies, content planning, and even market research.
Price: Pro, $119/month; Master, $229/month; Business, $449/month.
BuzzSumo lets you analyze data to improve and lead your marketing strategy, while exploring high-performing content in your industry.
Use the platform to identify influencers who can help your brand get there, monitor feedback, and find trends to make the most of each round.
As your needs grow, you can also take advantage of their crisis management and video marketing tools.
Price: Plus, $179/month; Big, $299/month; Company, contact for pricing.
2. Crazy eggs
Need to optimize your website this year? Consider getting started with Crazy Egg. You’ll be able to identify “places of care” on your product pages, track ad campaign traffic on your site, and understand whether shoppers are clicking where you want them to be.
You can even make sure your Buy Now button is in the best place.
Crazy Egg also offers recording, A/B testing, and more to help ensure your website provides the best user experience.
Price: Basic, $24/month; Standard, $49/month; Also, $99/month; Pro, $249/month; Company, contact for pricing.
Check your media.
Decide what you already have in your arsenal that can help you create your strategy. To streamline this process, think about your assets in three categories: paid, owned, and acquired media.
- Paid media means any channel where you spend money to attract your target audience. This includes offline channels like TV, live mail and billboards to online channels like social media, search engines and websites.
- Owned Media refers to one of the media that your marketing team must create: images, videos, podcasts, ebooks, infographics, etc.
- The acquired medium is another way of saying user-generated content. Social media sharing, tweets about your business, and photos posted on Instagram mentioning your brand are examples of media acquired.
Gather your material in every type of media and entertain it in one place to have a clear vision of what you have and how you can integrate it to maximize your strategy.
For example, if you already have a blog that implements weekly content in your niche (owned media), you might consider promoting your blog posts on Twitter (paid media), which customers can then retweet (acquired media). Ultimately, it will help you create a better and more comprehensive marketing strategy.
If you have resources that don’t fit your goals, reject them. This is a good time to clean the house and identify gaps in the ingredients.
Audit and plan media campaigns.
House cleaning follows directly in this step. Now, you need to decide what content will help you.
Focus on your own marketing ways and goals. For example, would updating the CTA at the end of your blog post help you increase RSVP to your event?
Next, look at your buyer persona. Let’s say you work for a video editing software company. If one of your persona challenges is to add clean sound effects to your video, but you don’t have any content that reflects that, create a 15-second demo video for Instagram to show how good your product is at completing that challenge.
Finally, create a content creation plan. The plan should include topic groups, objectives, formats, and channels for each piece of content. Be sure to include what challenges you are solving for your buyer persona.
For ideas on content creation or deeper insights into how to create a content plan, check out our post, The Ultimate Guide to Content Creation.
At this point, your market research and planning will help you visualize how your strategy will be executed and by which team.
The final step is to put all that together and assign action to your plan.
Create a document that specifies the steps you need to take to run a campaign. In other words, determine your strategy.
Think about the long term when creating this document. The standard strategy document is 12 months. This structured timeline should be the operating basis for your strategic marketing efforts.
As an example, let’s go back to video software companies.
Perhaps in January, it will release a software update that improves the export process for users. In April, it wants to publish an e-book explaining the terms of editing to its buyers, and in September, it plans to launch integrations with other software.
Remember, your digital strategy is unique to your business, so the paperwork should be as well. As long as the strategy includes the relevant details described in the previous section, you’re all set.
Now that we’ve explored the essential steps of a complete marketing strategy, let’s take a look at some “Why didn’t I think of it?” Strategies to inspire you.