This article will focus on practical digital marketing skills, from strategic layout, channels to efficient content optimization, and comprehensively analyze how to build a sustainable marketing system.
- Clarify marketing goals and avoid "blind investment phenomenon" The first step of digital marketing is to set clear goals. The goals corresponding to different business stages and product types should also be different, for example: New product launch: Improve brand awareness and user awareness
Growth period: Get high-quality conversion and expand market contribution
Maturity period: Improve user life cycle value and loyalty
When formulating marketing strategies, the goals should be quantified, such as "10,000 new registered users in 30 days", "20% increase in e-commerce conversion rate", "monthly average ROI not less than 300%", etc. This will provide a clear direction for subsequent channel delivery, budget allocation and effect evaluation.
- Refine audience segmentation to achieve targeted reach Audience positioning is the core of digital marketing. It is recommended to use a layered + labeling approach to build audience portraits, for example:
Fault (country, province, city, city level)
Characteristic behavior (browsing frequency, click habits, purchase preferences)
Interest (technology enthusiasts, gamers, fashion users, etc.)
Device attributes (iOS/Android, PC/mobile)
After the user portrait is built, it can be precisely targeted through the DSP platform, social media advertising or alliance system to achieve "more content for more people".
- Multi-channel is good, improve the coverage of marketing touchpoints The channel effect is gradually decreasing, it is recommended to adopt a "combination marketing" strategy to achieve the coordinated conversion of multiple touchpoints:
Content channels: such as SEO optimized official websites, blogs, Zhihu, WeChat public accounts
Social platforms: such as Douyin, Instagram, Facebook, X (formerly Twitter)
Alliance promotion: connect to massive high-quality traffic resources through platforms such as Spanmob
Short video/live broadcast: use short video content to tell stories and quickly attract user attention
Rationally plan the role of each channel in the user conversion path to improve the overall funnel efficiency.
- Optimize content and creativity to drive behavioral conversion Good content is not only a brand asset, but also the cornerstone of marketing success. The following are three key directions to improve content quality:
Value orientation: solve user pain points and clearly convey benefits (such as saving time, reducing costs, and bringing fun)
Clear structure: eye-catching titles, easy-to-read content, and clear CTA (call to action)
Multimedia integration: combine pictures and texts, add videos, dynamic effects or interactive elements to enhance the expressiveness of information
In addition, different platforms should use corresponding styles of content. For example, use lightweight short videos on Douyin and publish industry insight-based long pictures and texts on LinkedIn.
- Data-driven decision-making for continuous optimization One of the biggest advantages of digital marketing is that it is quantifiable and adjustable. It is recommended to build a data monitoring system and focus on the following indicators:
Click-through rate (CTR)
Conversion rate (CVR)
Other click costs (CPC)
Conversion cost (CPA)
Return on advertising (ROAS/ROI)
Through A/B testing, experiment with indicators such as advertising copy, landing pages, and delivery time, continuously optimize the effect, and adjust the strategy in time according to the data results.
- Marketing Automation and Technology Empowerment With the rapid development of MarTech (marketing technology), marketing automation tools are becoming an important assistant to improve efficiency. For example:
Automatic email delivery system (such as Mailchimp, Sendinblue)
User behavior tracking tools (such as Google Analytics, Mixpanel)
Intelligent distribution system (such as Spanmob's Smartlink/Offerwall)
Realizing the "low-manpower + high-response" marketing process through technical means is an important manifestation of future competitiveness.