A digital marketing strategy is a strategy for establishing an online presence using online channels like organic search, social media, paid ads, and other web-based mediums like your website. The purpose of digital marketing strategies is to raise brand awareness and attract new customers to your company. Digital marketing campaigns are the basic components and activities that move you toward an objective in your digital marketing strategy. For example, if your digital marketing strategy’s overall goal is to generate more leads through social media, you might run an Instagram digital marketing campaign. To generate more leads through Instagram, you could share some of your company’s best-performing walled content.

1. 1. Develop Buyer Personas: You must know who you’re marketing to for any marketing strategy, digital or otherwise. Buyer personas are the foundation of the best digital marketing strategies, and developing them is the first move. Buyer personas are fictional representations of your ideal customers that can be developed by researching, surveying, and interviewing your target market. It’s worth noting that this data should be based on actual data whenever possible, as making assumptions about your target market can lead to your marketing strategy heading in the wrong direction. Your research database should include a mix of customers, prospects, and people outside your contacts directory who match up with your target audience to get a comprehensive picture of your persona.
   2. Determine your objectives and the digital marketing tools you’ll require: Your marketing objectives should always be linked to your company’s primary objectives. If your company’s goal is to increase online revenue by 30%, your marketing team’s goal might be to generate 60% more leads through the website than the previous year to help you achieve that goal. Whatever your overall digital marketing goal is, you’ll need the right digital marketing tools to track the progress of your strategy along the way.
   3. Examine your current digital assets and channels: When evaluating your current digital marketing channels and assets to determine what to include in your strategy, it’s useful to begin with the big picture to avoid getting stressed or confused. Assemble your assets and classify them in a spreadsheet so you have a clear picture of your existing owned, earned, and paid media.
   4. Schedule and review your owned media campaigns: Owned media is at the center of digital marketing, and it almost always takes the form of content. That’s because content encompasses nearly every message your company sends out, whether it’s an About Us page on the website, product descriptions, blog posts, ebooks, infographics, podcasts, or social media posts. Your owned media campaigns should be audited and planned. While enhancing your brand’s online presence, content works by converting website visitors into leads and customers. When this content is optimized for search engines (SEO), it can increase your search and organic traffic. Owned content should be a part of your digital marketing strategy no matter what your goals are. To begin, decide what content will assist you in achieving your objectives. 
   5. Schedule and review your paid media campaigns: This procedure follows a similar pattern: To figure out what’s most likely to help you meet your current goals, evaluate your existing paid media across each platform (e.g., Google AdWords, Facebook, Twitter, etc.). If you’ve spent a lot of money on AdWords and aren’t seeing the results you expected, it may be time to tweak your strategy or abandon it entirely in favor of another platform that appears to be producing better results. By the end of the process, you should know which paid media platforms you want to keep using and which (if any) you want to eliminate from your strategy.
   6. Schedule and review your earned media campaigns: Comparing your previous earned media to your current goals can help you figure out where you should spend your time. Examine the sources of your traffic and leads (if that’s your primary objective), and position each earned media source from most to least useful. You might discover that a particular post/reel/video brought a lot of qualified traffic to your website. Or you might have discovered that LinkedIn is where the majority of people share content resulting in increased traffic. Based on data from the past, the goal is to create a picture of what types of earned media will help you reach your goals and what won’t. However, if there’s something new you want to try, don’t dismiss it because it’s never been done before.
   7. Assemble your digital marketing campaign: You’ve done your research and planning, and now you have a clear picture of the components that will make up your digital marketing strategy. Here is a recap of what you should have learned so far: clearly defined profiles of buyer personas, one or more digital marketing-related objectives, a list of all of your current owned, earned, and paid media, an analysis of your current owned, earned, and paid media and a wish list or plan for creating owned content.

1. Advertise on social media platforms: Non-organic strategies such as paid advertising also play a crucial role. Not only will this increase brand awareness, but it will also allow you to reach audiences who have yet to discover your company organically. When you’re still building your blog and don’t have as much traffic as you’d like, this is an important strategy to employ. You should include the following forms of advertising in your digital marketing strategy: pay-per-click (PPC), Google ads, social media advertising, and online advertising. You can advertise on almost every platform, either through a display network like Google’s or through the platform’s own ad system like Instagram’s, Facebook’s, and LinkedIn’s self-serve advertising portal. Advertising has the advantage of not requiring a content or SEO strategy. All you have to do now is write a few lines of copy, choose visuals, and launch your marketing campaigns. Develop an advertising plan that includes who you’re targeting, which channels you’ll use, and how much you plan to spend to ensure that your campaigns are a hit.
2. Create a Blog: Blogging is one of the most common digital marketing strategies. While some may argue that blogging is “a huge waste of time,” it is still an important strategy for businesses looking to attract customers who are sincerely ready to buy your products and services. This is because well-written and well-researched blog posts frequently address a prospective customer’s immediate requirements. Don’t just blog for the sake of it; a blog with the goal of helping the customer. To do so efficiently and successfully, you must first understand your target audience and their problems. As a result, you’ll be able to create highly targeted content that’s actually useful to readers.
3. Provide free educational materials: When people visit your website or click on your ads, your digital marketing efforts aren’t over. You must also provide them with supplementary value in exchange for their email address. Users “pay” with their contact information, even though the gated content is free. This process is known as lead generation, and it’s crucial if you want to convert visitors into paying customers. To provide free resources, you’d develop a landing page with a single educational resource, such as an ebook, guide, template, or kit. Consider what your customers require on a daily basis to complete their jobs effectively. Make a resource that will assist them in doing so. Follow best landing page techniques to encourage visitors to download the free resource. Confine the use of navigation menus, eliminate unnecessary information, and eliminate buttons and links that direct away from the landing page. The educational content should be the only option available to them.
4. Set up a webinar: Webinars are the best choice if you are a B2B company. They’re vital for informing the public about your products and services, as well as providing participating leads with the opportunity to hear directly from a company representative about your offerings. They can then ask questions and receive responses in real time. Selling a complicated item? Maintain a separate webinar page on your website to list both upcoming and past webinars. Customers will have convenient access to educational content, and prospects will be able to learn more about your products in a more interactive format than a simple blog post or case study.
5. SEO for your digital content: One of the most crucial moves you can make in your digital strategy is to invest in SEO. It will help you rank for keywords related to your products and increase the number of people who see your blog content and educational offers. If your product pages aren’t getting any traffic, SEO is the best way to get them in front of people looking for those products and services. It’s absolutely essential to invest in an on-page SEO strategy to make sure that your content engages and converts visitors into customers.
6. Develop an email marketing campaign: One of the most powerful digital marketing strategies you can use today is email marketing. It provides you with numerous opportunities to nurture customers who are enthusiastic about your products. After all, you wouldn’t sign up for a brand’s newsletter if it didn’t intrigue you, and businesses aren’t expected to email customers who haven’t signed up for their mailing list in the first place. Not unless it wants to risk email deliverability being compromised. Subscribers can be acquired through your blog, contests, and even webinars. You have complete permission to send an email marketing campaign to anyone who gives you their email address and consents to receive information from you.
7. Create Podcasts: Audio marketing is on the rising trend. Take a sneak at Clubhouse and Twitter spaces have competed for market share. Although Clubhouse is not a podcast platform, the concept is the same that you get to educate and engage an audience while they are on the move. They only require a device that can play audio. Podcasts can play a pivotal role in your digital marketing strategy by helping you reach your audience on platforms other than search engines and social media channels. Additionally, it is an organic medium. You should always plan and curate each episode carefully and make sure that you deliver content that benefits your audience.

Grow and enhance your digital presence with marketing strategies. Your strategy document will be tailored to your business. Keep in mind, the goal of your strategy is to lay out the steps you’ll take to achieve your goal over time — if it accomplishes that, you’ve nailed the fundamentals of developing a digital strategy.

Save this blog if you find it useful. You can contact us for more information!