Written by: Linda Lopeke, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
How you approach your digital marketing determines how successful it can be for you. It's easy to confuse digital marketing strategy with your marketing plan and campaigns, but they are three different things.
Here's the breakdown:
Marketing Strategy
A digital marketing STRATEGY describes WHY you are taking the actions you plan to invest in.
EXAMPLE: Your overarching goal might be to generate 25% more leads via social media and 50% more leads from referrals than you had last year.
Marketing Plan
A digital marketing PLAN describes HOW you plan to achieve desired goals:
EXAMPLE:
Grow your connections to have more conversations.
Increase visibility on social media.
Create a program to reward those referring new clients.
Marketing Campaigns
Digital marketing CAMPAIGNS cover WHAT specific actions you’ll take to support your marketing strategies and plans. EXAMPLE:
Launch paid ad campaigns around challenges faced by female entrepreneurs leading up to releasing your offer on International Women’s Day.
Cross-share related content to stimulate engagement.
Focus outreach on media, podcasts and groups geared to women’s interests.
Having a marketing plan is essential, but developing a marketing strategy should always come first. Never try to fit your strategy around existing plans. Rather, develop your strategy first, then create marketing plans and narrowly focused campaigns around it to get the best results from your investment in marketing.
Linda M. Lopeke, Executive Contributor Brainz Magazine Linda M. Lopeke, thought partner and inspiration to brilliant entrepreneurs around the world, is an internationally recognized leading expert in strategic business development and marketing. Lopeke is a master of six professional management disciplines and an award-winning technical writer and copywriter. Her clients include Fortune 500 companies, well-known business leaders, professionals, experts, and authors, as well as up-and-coming digital entrepreneurs. Financial Post named Lopeke one of the Top 5 Entrepreneurs Under 30 in 1984. In 2000, she founded SMARTSTART, the most trusted voice in digital business, where she currently leads a community of 265,000+ entrepreneurs and is dedicated to ensuring business dreams don't die.
