Essentials of a Digital Marketing Strategy

Know Your Business

Whether it is a business that you have started from scratch, working from inside home, leaving your job for, something that you are passionate and ambitious about, or whether it is a business that you have inherited from your family - whatever the case, you have to really and truly get to know your business before you can plan a strategy to promote it. Is it a small, local pizzeria that your grandfather started when he was a young man or a boutique that you started from your own living room because you loved to design dresses?

Is it a group of friends who got together to start a consultancy firm because you were all dejected with your job, or a small PR group that you are starting with your spouse because you both want to want from home? Every business is different, and it is important to know your own business before you start to plan about it, especially because you need to understand your own limits. If you are a two-person business, it is not advisable that you promote your company so much that you can’t handle the workload that you are getting. You have to understand what your business is capable of, and your limitations as well as your potential and your expectations. Know what your business stands for, and what you want your potential cliental to know about it.

Know Your Customer Base

The first thing that you need to know to understand completely in order to create a strategy is your own customer base. Every business is different in terms of their background and profit goal, but especially when it comes to their potential customer. Just as different writers have different genres of readers in mind when writing, the makers of Mercedes Benz and the makers of Suzuki Maruti 800 have different customers in mind. Some people prefer family restaurants for dinner on a Saturday and some prefer an elegant French Bistro; others choose to frequent their favourite bars or a quiet café to sip coffee in peace.

In the same way, every business should know their own details in order to create a suitable marketing strategy for it. If you are an exclusive boutique that exports couture gowns and shoes from Paris and Milan, then your customer base is very different than people who are looking for practical office wear for their work. Knowing your customer base helps a business decide on a particular digital marketing strategy, and it is a very important concept in this field, which we would discuss in details in the later chapters. 

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