Learn more about Digital Marketing Strategy

1. Digital Marketing Strategy
Digital Marketing Services-
Digital marketing services provide businesses of all
sizes with an opportunity to market their brand 24/7 at
a low cost. From startups to medium-sized enterprises
to multiple-location companies, a digital marketing
company helps you expand your niche market reach to
offer goods and services to your target customers,
irrespective of time differences or location.
Hiring an internet marketing agency is one of the best

2. way to reach your prospects while maintaining a robust
relationship with your existing clients. As long as your
business has a strong digital presence, your customers
will always find you.
Digital marketing, also called online marketing, is the
promotion of brands to connect with potential
customers using the internet and other forms of digital
communication. This includes not only email, social
media, and web-based advertising, but also text and
multimedia messages as a marketing channel.
Digital marketing can be broadly broken into 8 main
categories including: Search Engine Optimization, Pay-
per-Click, Social Media Marketing, Content Marketing,
Email Marketing, Mobile Marketing, Marketing
Analytics and Affiliate Marketing.
Digital Strategy for Marketing-

3. Acquiring more reviews
Lead generation
Local marketing
Online reputation management
PPC marketing
Public relations
SEO marketing
Social media marketing
Website design
Marketing has changed more in the past 10 years than
it had in the previous 100—launching us out of the age
of TV spots and print ads and into the age of websites,

4. online video, social media, and Google. Consumers
today are connected to the web 24/7—U.S. adults now
spend upwards of 6 hours per day consuming digital
media, and that doesn’t count those whose jobs are
internet-dependent.
How do you turn these online consumers into paying
customers? With top-rated internet marketing services
from an award-winning online marketing company.
Your website is arguably your most important
marketing asset and should serve as your 24/7 online
sales representative.
What is a digital marketing strategy?
A digital marketing strategy is your plan of action to achieve a business goal through
online marketing channels. It focuses on explaining the what and the why behind what
you're trying to accomplish. When determining your digital marketing strategy, you want
to ask yourself the following questions:
1. What are our goals?
2. What are our objectives?
3. Who is our target audience?
4. What are our Key Performance Indicators (KPIs)?
5. What is my time frame?
Not only is your digital marketing strategy the framework that informs your plan, but it
also helps you determine which digital platforms, media, data, and tech will be required.
If you're thinking about executing a digital marketing campaign or larger initiative, having
a strategy in place is critical to success.

5. What are the types of digital marketing?
Before diving straight into how to build a digital marketing strategy, let’s walk through
the digital marketing mix. You can’t build your strategy without first understanding the key
components that contribute to it.
Have you ever heard of the digital marketing trifecta? It highlights different areas that
contribute to your digital marketing efforts. The trifecta is broken down into three
categories: earned, owned, and paid media.
 Earned media includes article mentions, social media shares, reposts, and reviews.
 Owned media includes your brand’s websites, mobile sites, blog sites, and social media
channels.
 Paid media includes pay-per-click (PPC) ads, display ads, retargeting ads, paid influencers, paid
content promotion, and social media ads.
What are digital marketing tactics?
Now that you’ve familiarized yourself with the digital marketing trifecta, it’s time to dive
deeper into the digital marketing mix. The digital marketing mix includes the following
tactics:
 SEO and SEM:Search engine optimization (SEO) and search engine marketing (SEM) determine
where your website and web properties rank in a search engine. SEO brings in traffic organically
whereas SEM brings in traffic via ads and online marketing. If you’re looking for a toolkit to
help with SEO research and reporting, check out SEMrush.
 Content marketing:Content marketing encompasses all the online content you produce. This
includes everything from the videos you host online to the blog posts and e-books you write and
design. Companies of all sizes and types are constantly delivering new content across digital
channels.
 Social media marketing: More than 1 million new people are joining social media platforms
every single day. Social media includes any type of social network (e.g., Facebook, Twitter,

6. LinkedIn, Instagram, and Snapchat to name a few) that acts as an online community to share
information.
Read: 7 steps to complete a social media audit (with template)
 Influencer marketing: Influencer marketing is one of the newest digital marketing tactics that
uses endorsements and product mentions from influencers—individuals with a dedicated social
media following who are viewed as experts in their field—to boost brand awareness and
conversions.
 Email marketing:Email marketing is the modern alternative to the traditional snail mail
approach. Marketing by email is a quick and low-cost method to reach your prospects and
customers.
 Online advertising:Online ads can get expensive, but they’re effective for driving traffic to your
website and web properties. With online ads, you can choose what to display and on which
channels.
 Website marketing: Your company website is your home base on the internet. It deserves to get
as much attention as possible and needs to have a unique web design to stand out from the
crowd. Your landing pages are one of the first places potential customers visit when they want to
learn more about your company and product.
 Analytics:Analytics can be gathered from various digital channels to provide valuable data and
insight. These learnings can help you improve both your current and future digital marketing
strategies.
 Mobile experience: We can’t forget about the mobile experience, especially when up to 70% of
internet traffic comes from mobile devices. Any time you’re thinking about doing anything
related to digital marketing, consider how it will look and feel on mobile. You want your mobile
experience to be as flawless as your desktop experience.
With the digital marketing mix in your back pocket, let’s get started on building your
digital marketing strategy.
How to create an effective digital
marketing strategy

7. 1. Perform research and analysis
Research as much as possible before taking any action. By performing research and
analysis, you can better prepare and formulate your digital marketing strategy.
Research includes looking at your company, industry, and even competitors.
One of the most effective tools marketers use during this phase is a strength,
weaknesses, opportunities, and threats (SWOT) analysis. Conducting a SWOT analysis
before diving into your marketing strategy will help you gain full awareness of where
your business is at competitively. From there, you can find ways to improve or eliminate
your weaknesses and capitalize on your strengths in your marketing strategy. Use
SWOT to determine your:
 Strengths: Internal initiatives that are performing well
 Weaknesses: Internal initiatives that are underperforming
 Opportunities:External initiatives that could put you in a stronger competitive position
 Threats: External initiatives that can weaken your current position
There are numerous benefits to looking at your competitors specifically. By seeing what
your competitors are doing, you can find creative ways to differentiate your brand and
dominate your competition. When it comes to your competitors, the more research the
better. If you’re curious about what your competitors are up to, check out Moat, a tool
that gives you a peek at what your competitors’ ads look like.

8. 2. Define your goals, audience, and
positioning
The most important step to building any digital marketing strategy is identifying your
goals, audience, and positioning (GAP). What are your goals for building this digital
marketing strategy? And how do your marketing goals tie back to the larger company
objectives? You need to have a clear understanding of how your digital marketing
strategy contributes to the bigger picture.
Once you write out your goals, you want to determine who your audience is and what
your positioning — how you’re going to persuade your audience to complete an action
— is going to be. Below is an example of how to draft a high-level GAP:
 Goal: Increase marketing-qualified leads (MQLs) by 20%
 Audience: Sales managers and above in the tech industry located in North America
 Positioning: Use a competitive positioning strategy to highlight our key differentiators and
reposition the competition in the minds of our target audience

9. 3.Create buyer personas
Buyer personas—also called customer personas—are fictional customers that represent
your target audience. A persona profiles who the customer is, what they like and dislike,
and their general motivations or frustrations. This can include:
 Demographics: Factors such as age, education, and gender
 Firmographics: Organizational characteristics such as revenue, industry, location, and the
number of employees (typically only used in B2B marketing)
 Psychographics: Factors such as personality, lifestyle, opinions, and goals
 Behavioral: Metrics that help identify how a customer interacts with your brand, such as
customer loyalty, seasonal buying patterns, or how they use your product or service
 Geographics: Where your customers are located, including international, national, or regional
customers
By looking at buyer personas, you’ll have the information you need to create messaging
that resonates with your customers.
It’s likely you’ll need to create multiple buyer personas—one for each type of person
who buys your goods or services. Audience segmentation will help you better target
specific sections of your audience.
Read: How to find and engage your target audience

10. 4.Outline your customer journey
Have you ever put yourself in your customers’ shoes? Document their full experience by
creating a customer journey map. A customer journey map outlines every step a new
customer goes through when they interact with your company or brand.
By creating a customer journey map, you’ll be able to visualize the steps it takes to go
from point A to point B. You’ll want to make sure the customer experience is seamless
and easy to walk through. When mapping everything out, you may find opportunities to
improve the experience.
To get started, ask yourself, “Which channels and content are along the path?” This
question helps you determine which channels you want to invest in and which ones take
priority.
Below is an example of a customer journey. Let’s say you’re a customer of Apollo
Enterprises:
1. You see an Apollo Enterprises online ad
2. You follow Apollo Enterprises on LinkedIn
3. You visit the Apollo Enterprises website
4. You submit your email address to download an Apollo Enterprises e-book
5. You read the Apollo Enterprises e-book and find the content engaging
6. You get an Apollo Enterprises promotional email with an opportunity to sign up for an Apollo
Enterprises product demo

11. 7. You sign up for the Apollo Enterprises product demo
8. You walk through the Apollo Enterprises product demo and love the offering
9. You purchase the Apollo Enterprises product
10. You’re so excited about your new purchase and leave a positive review online
We just walked through a customer journey from beginning to end. We’re able to see
the exact path a customer would take, from the first step of seeing a company name to
the final step of purchasing a product. Building a customer journey map will help you
envision how your digital marketing strategy can come to life.
5. Customize your digital marketing mix
We walked through the digital marketing mix together, and now it’s time to pick and
choose what pieces make sense to include in your plan. It’s important to establish which
digital marketing channels will be involved in your strategy beforehand. After
determining which channels of the digital mix will help you accomplish your goals, you’ll

12. want to ask yourself two questions: What will each piece encompass and what will the
frequency of each piece be?
For example, do you want to focus primarily on email marketing and online ads, or do
you want to include every piece of the digital marketing mix? If you want to include
every piece, then you need to map out where each piece fits in your timeline and how
everything integrates with one another.
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6. Identify budget constraints
How much money will you need to execute your digital marketing strategy? Will you
need any outsourcing, such as agencies or vendors? Detail your investment early on so
you can quickly determine which vendors you’ll need to work with and get the gears
moving on paperwork and creative briefs. It’s important to understand what will be made
in house and what will be outsourced so you can allocate resources appropriately.
Make sure you solidify your budget by getting price quotes. These major details can
ensure you’re on target and that you can accomplish your goals with the current budget
in hand. Once you’re confident you and your team can accomplish every activity within
the current budget, you can move toward building an implementation plan.

13. 7. Set your ROI and KPI targets
Start crunching numbers and determine what your total spend and return on investment
(ROI) will be. You want to take a close look at how your investment matches up against
your reward to ensure your digital strategy is worth pursuing.
After breaking down the numbers, begin setting your KPI targets. Ask yourself, “What
KPI targets am I trying to hit for each activity? What are we going to test and when in
the year?” Popular digital marketing metrics and KPIs to follow include:
 Web traffic sources
 Leads
 Page views
 Cost per lead
 Returning visitors
 Conversion rate
 Click-through rate
These KPI targets will guide how you measure and track the success of your digital
marketing strategy.

14. 8.Implement and monitor your strategy
You can never be too prepared when it comes to executing your digital marketing
strategy. Make sure every activity stays on track and each team member takes
accountability for their work. Always monitor your marketing initiatives before, during,
and after their life cycles to ensure everything is moving as planned.
You might be taking advantage of digital tools such as email and cloud sharing already,
but what about work management tools? The right work management software can give
your digital marketing strategy a competitive edge. Mapping everything out with existing
tools, like spreadsheets or docs, can be a pain; they don’t stay up to date and can be
easily forgotten. With a work management tool, you can plan and view your entire digital
marketing strategy in various ways, whether as a timeline, calendar, or Kanban board.
Housing your entire digital marketing strategy and plan on one platform will make work
and collaboration much easier for you and your team.

15. Remember to update your project status as you go and adjust due dates if needed.
Always refine your strategies and shift priorities based on changing needs. By
monitoring and tracking work on a regular basis, you can address any bottlenecks
immediately to move faster.
9.Measure results
One of the best perks of digital marketing is having access to all the data that comes
with it. You can get real-time insights on how your initiatives are performing and adjust
as you go. You don’t have to walk in the dark every time you push out a new campaign,
launch, or project. With analytical data at your fingertips, you can optimize as you go to
improve results.
Remember when we set KPI targets in step 7? Now is the time to report on those KPIs
and compare your results side by side with your initial targets. This can help you see if
your results are hitting the mark.
If you missed the targets, ask yourself, “What didn’t work?” If you shot above and
beyond the mark, determine what contributed to the spike in performance. Take your
key learnings and apply them in the future. Sarah Charlton, Head of Performance
Marketing at Asana, offers a pro tip:
“Package your insights for stakeholders to help demystify what can otherwise seem like a
complex 'black box' process. Share what worked, what didn’t, and what you need to further test
to learn more. Knowing what didn’t work is just as useful as what did to help you improve your
next digital marketing strategy, and it helps create trust and transparency with your
stakeholders.”