Summer Nguyen | 10-01-2024
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The world of marketing is literally changing by the minute since it’s no longer confined to traditional selling and advertising. The new marketing model is dominated and driven mainly by technology and digital platforms.
It’s more digital-focused, dynamic, interactive, and multi-channeled. Along with the significant impact of the digital world on businesses’ marketing ways, the role of digital marketing strategy is indispensable.
Thus, this post will give you an in-depth and ultimate guide to digital marketing strategies. Without further ado, let’s get started!
Simply put, digital marketing encompasses all businesses ‘ online marketing efforts or assets, from social media marketing to email marketing or PPC advertising.
In other words, digital marketing is the effort of businesses to connect with current and potential customers via the Internet and electronic devices.
2 primary terms related to digital marketing:
Digital marketing assets
Digital marketing strategy
As mentioned above, organizations leverage their digital marketing assets online to better approach an enormous customer base on the Internet.
In the online world, a person or organization’s digital marketing assets can be anything that makes the online presence. And others can find, connect, and do business with you.
Here are some examples:
Brand assets: Logos, icons, acronyms, company websites, domain, and so forth
Video content: Video ads, product demos, etc.
Written content: Blog posts, eBooks, product descriptions, etc.
Images: infographics, company photos, product shots, etc.
Written content: Blog posts, eBooks, product descriptions, etc.
Social media profiles: Facebook, Twitter, Instagram, Youtube, Reddit, etc.
Online advertising accounts
Email address and finally, data
They are just the iceberg’s surface (most common assets) and don’t represent every business’s assets.
Basically, a digital marketing strategy is a plan that describes a course of actions towards achieving marketing goals through online marketing channels. The channels here includes:
Owned: Any property owned and controlled by a business, for instance, blogs, websites, or social media channels
Paid: Involve any marketing channels you pay for using them. Paid media is used via a third-party platform. Some paid media’s common form as display ads, commercials, and PPC
Earned media: Any conversation that mentions your brand. And these mentions are totally voluntary, and you don’t need to pay for things like Paid media. Some most common types include press releases, good feedbacks, or social media mentions
These 3 channels are major marketing buzzwords for businesses, especially in the digital space - One of the determining factors to every successful strategy.
An actionable digital marketing strategy typically involves 2 main things:
Which online channels and digital marketing tactics you’re about to implement
How much of your budget can be used for the digital marketing strategy
In the nutshell, digital marketing is how you distribute your available resources to the business’s digital assets for achieving a specific goal.
When talking about marketing strategies and campaigns, many people tend to use them interchangeably. In fact, they differ in both applications and functionality.
This misconception between a digital marketing strategy and the campaign is a significant reason for the failure of a business strategy through online marketing.
A digital marketing strategy refers to:
Part of a business plan, which includes an overview of how you will promote your digital marketing assets to achieve long-term or macro goals
The foundation for an actionable digital plan afterward with proper online marketing channels that helps the business achieve specific business and digital goals
Typically contain the detailed analysis of the market, customers, competitors and the business resources plan
While digital marketing campaign:
Involve the execution (specific tactics) of the digital marketing strategy through all business’s digital channels
Happen after the development of the business’s digital strategy
Considered as the detailed actions within your digital marketing strategy towards achieving more micro, short-term goals
For instance:
Let’s say that your digital marketing strategy’s final goal is to generate more leads through owned and paid channels.
Then, you might decide to run a digital marketing campaign on Twitter and Facebook. To be more specific, you will create and share some of the best-performing rated content on 2 platforms for more leads.
SEO involves optimizing various elements of a website to improve its visibility and ranking in SERPs. This includes keyword research, on-page optimization (such as optimizing meta tags, headings, and content), off-page optimization (building backlinks from reputable websites), technical SEO (improving site speed, mobile-friendliness, and site structure), and local SEO (optimizing for local searches). For instance, businesses targeting specific regions, like local SEO in San Diego, can benefit significantly from tailoring their strategy to attract local customers. The goal of SEO is to increase organic traffic, attract qualified leads, and ultimately improve conversion rates.
Content marketing focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. This content can take various forms, including blog posts, articles, videos, infographics, ebooks, whitepapers, podcasts, and more. Content marketing aims to educate, entertain, or inspire the audience, establish the brand as an authority in its industry, and drive profitable customer action, such as lead generation, conversion, and brand loyalty.
Social media marketing involves using social media platforms like Facebook, Instagram, Twitter, LinkedIn, YouTube, Pinterest, and others to connect with the target audience, build brand awareness, foster engagement, and drive website traffic and conversions. Social media marketing strategies may include organic posting, paid advertising, influencer partnerships, community engagement, and social listening. Brands use social media to share content, interact with followers, run contests or giveaways, showcase products or services, provide customer support, and gather valuable insights into audience preferences and behavior.
Email marketing is the practice of sending targeted and personalized emails to subscribers or customers to nurture leads, build relationships, promote products or services, and drive conversions. Email marketing campaigns may include newsletters, promotional emails, transactional emails, abandoned cart reminders, welcome emails, and re-engagement campaigns.
Effective email marketing involves segmenting the email list based on demographics, interests, or past behavior, creating compelling and relevant content, optimizing email design and deliverability, and analyzing metrics like open rates, click-through rates, and conversions to measure performance and refine strategies.
PPC advertising involves placing ads on search engines (search ads) or social media platforms (social ads) and paying a fee each time a user clicks on the ad. PPC campaigns are highly targeted and customizable, allowing advertisers to reach specific audiences based on demographics, interests, keywords, and behaviors.
Common PPC platforms include Google Ads (formerly Google AdWords), Bing Ads, Facebook Ads, Instagram Ads, Twitter Ads, LinkedIn Ads, and more. PPC advertising offers various ad formats, including text ads, display ads, video ads, and shopping ads, and provides robust targeting options, bidding strategies, and performance tracking tools to optimize ad campaigns for maximum ROI.
Influencer marketing involves collaborating with influencers, bloggers, celebrities, or industry experts with a large and engaged following to promote products or services to their audience. Influencers can help brands reach new audiences, build credibility and trust, and drive engagement and conversions through authentic and relatable content.
Influencer marketing campaigns may take the form of sponsored posts, product reviews, endorsements, giveaways, or affiliate partnerships. Brands typically identify and vet influencers whose values, niche, and audience align with their brand, negotiate partnerships, and measure campaign effectiveness based on metrics like reach, engagement, and conversions.
Without the leading of a digital marketing strategy, that business is directionless. Via the definition of digital marketing strategy, we know:
Have a more depth understanding of the online marketplace, the business’s positioning, and competitors
Then, select the right platforms to advertise the business by understanding what works best for the type of offered products and services and the types of targeted customers
Simply put, companies need digital marketing strategies to guide them in achieving their channel leads & sales targets (for instance, increasing brand awareness or lead generation to a website).
A well-thought-out and written digital marketing strategy gives you a clear picture of each step you need to go through in reaching your final goals (the direction and focus). Furthermore:
Ensure everyone on the team is on board to support and implement the business’s digital activities seamlessly
Estimate and set the proper budgets for the whole digital marketing strategy, and reduce the possibility of having unwanted extra costs
Limit the duplication and wastage incurred during implementation
Help you benchmark your activity against other rivals to optimize and become or remain competitive
Critical components of a digital marketing strategy include:
Define brand core value: Using brand guidelines to define the unique selling points (USPs) of your business - One of the first foundation for the strategy
Customer personas: Build the customer persona with specific segmentation (including demographic information, interest, habits, etc.). Know what entices them to take online actions (purchase, interact, comment, etc.)
SMART goals: Stand for Specific, Measurable, Achievable, Relevant, and Time-bound. Each works together to create a goal that’s well-planed, clear, and trackable
Market analysis: Utilize some market research tools (Google Keyword Planner, Google Trends, and Facebook Audience Insights) to access the potential level of target markets
Competitive analysis: Conduct competitive research via major web and social analytics tools (Similarweb, Semrush, and SocialBakers)
SWOT analysis: Stands for Strengths, Weaknesses, Opportunities, and Threats. Help you better develop your strategy
Resource allocation: Resource allocation: Include in-house team or outsource digital strategy agencies and budget to achieve objectives effectively.
Testing and optimization: Use digital marketing analytics tools to track, measure digital marketing effectiveness for further modifications
Having a solid brand identity is critical for businesses to develop customer loyalty, customer retention, and long-term competitive power in the marketplace.
Brand identity allows a business to differentiate itself from competitors and appropriately position its brand.
Let’s take Coca Cola for example. This brand built its brand image so that when talking about fizzy drinks or carbonated beverages, Coca-Cola is the first thing that comes to mind. Or their red color is distinctive and highly-recognized.
Brand identity is like a marketing strategy’s backbone by maintaining a consistent and clear brand across all digital channels. Furthermore, it’s the central premise for further digital marketing campaigns that support the whole digital marketing strategy.
What you should do are:
Think about your unique selling points (USPs), brand voice, and value proposition
Highlighting the key points of brand characteristics is crucial when you create messages for actionable plans and campaigns in the future. Identify your visual brand to create a sense of unity, leading to consistent marketing efforts. Effective branding enhances both recognition and recall. If you need a sophisticated way to come up with a memorable business name, consider exploring business naming tool, which integrates brainstorming and validation tools.
Identify visual brand in order to create a sense of unity and brand cohesiveness for the digital marketing strategy
Thus, all the afterward actions should convey exactly your brand characteristics and visual identification (logo, color patterns, tone of voice, etc.).
Till now, digital marketers take advantage of technology power to gather qualitative and quantitative info about their target audience (like demographic details, interests, and behavioral traits, etc.).
And the essence of this step is leveraged into another level with the term “Buyer personas.” Most effective marketing strategies are incomplete without them.
The buyer persona is not a real customer but a fictional person who describes all the characteristics of a business’s best potential customers. This step requires heavy upfront research since it’s a determining factor of your digital marketing strategy.
What should you take into consideration?
The market size: Identify vital points about your market — whether it’s new or over-saturated, niche or mainstream. Next, figure out the giants and minor players in the market, market potential, the financial upside in your specific market
Targeted customers: Who you’re targeting? — Our advice is to focus your attention on a particular niche and describer your targeted group as detailed as possible
Platforms where targeted groups spend their time:** By knowing exactly where your customers like to spend their time in the digital world, you can easily define the ideal digital channels to target as well as the suitable messages
Platforms where they consume: Next, you need to dig deeper into the target audience’s shopping habits across different channels. For instance, your customers can spend several hours on Reddit but usually make online purchases on Facebook
Some questions related to the targeted group’s shopping behavior:
Reason for purchase actions: For more in-depth research, you need to find the main reasons customers make purchase decisions. Read the feedback of similar products of yours on popular eCommerce sites. Remember what you’re looking for customers’ mutual needs and expectation, not an individual viewpoint
Where and how they buy: Customers refer to find products online then order from Amazon or other shopping behaviors? Via this information, you can have more ideas on how to adjust your marketing strategy around expectations and persuade customers to do your wanted actions
What they need to buy: Go through your competitor reviews or feedback of similar products of yours on major eCommerce sites to make a list of concerns brought up in each review (customers’ complaints, unsolved issues)
When they buy: You will also need to pay attention to specific durations when the purchase potential is higher than normal. It can be the shopping season of an important holiday like Halloween, Christmas, New Year, etc
By showing your potential customers your attention to their pain or need, customers will be more open to exploring what you offer?
In this stage, you need to define specific goals and objectives that you want to accomplish and achieve through the digital marketing strategy. They can be, for instance:
Build brand recognition
Generate more leads
Get more sales via website
Gain more email subscribers or followers on social media accounts
If you set a plan with no idea what the final goal and objective are behind this action, you might settle down with unwanted results and marketing wastage costs.
Goals matter, and for a highly effective and actionable digital marketing strategy, you need to take it as specific as possible. You can develop this part of your strategy with the SMART framework, which stands for:
For instance:
The objective with the SMART method: Use social media advertising and email marketing to get 50.000 traffic to the website by X (month), Y (year)
The objective without the SMART method: Increase the number of traffic to the website
Just bear in mind that all your actions within the strategy and further plan have to work towards meeting those goals.
The easiest to choose suitable digital assets for your digital marketing strategy is:
First, list out all the digital marketing assets you’re already using at the moment
Then, evaluate the effectiveness of each asset in the previous year. Get rid of those with poor performance
Select the channels or assets that are the most effective by now that fits the predetermined marketing goals and objectives
For example, if a landing page you recently created has been effective in lead generation, and your targeted marketing goal is to get more leads, don’t hesitate to use it again.
Consider both paid and organic marketing channels and, based on your buyer data to determine which marketing channels you should use in each part of your strategy.
Once you’ve defined your SMART objectives (attraction, conversion, lead, or loyalty), and other factors, you already have enough building blocks to develop a digital marketing strategy. Start by carrying out different digital strategies.
Our question now is: Which types of digital marketing strategies work best for achieving your goals? You can start by considering top digital marketing trends for more strategic ideas.
Some common digital marketing strategy you can focus on:
Content marketing
Read more:
According to Statista, the number of smartphone users worldwide is 3.8 billions in 2021, and this figure is likely to increase in the coming years.
Apparently, we’re living in a mobile-first era. Thus, there’s no excuse for not taking mobile optimization seriously within our digital marketing strategy. And mobile devices now dominate a significant portion of the online space.
Mobile optimization will be evaluated through:
In other words, the term “Mobile optimization” doesn’t stop at the optimization process for web content but different types of content across the business’s digital channels. For instance:
They all need optimization so that when a mobile user gets to your sales funnel has a flawless user experience. Hence, it’s easier to convert.
Once you put your campaign into practice, it comes as no surprise that you’ll want to find ways to make it as impactful and effective as possible.
Typically, there are 2 possible ways you can do:
In many cases, these 2 can even overlap for higher performance.
For marketing automation, businesses can use different automation platforms to automate activities like content marketing, email, lead generation, and so forth.
Under the development of technology, they can even be integrated with your company’s sales CRM, improving the entire sales process. By having an integrated sales CRM, your team is better able to manage your sales cycle with fewer resources.
Along with automation, personalized marketing works best on creating a specific experience for individual users. In other words, you will design and show people different landing pages, ads, messages, and emails according to their particular actions, such as:
When it comes to any marketing strategy, it’s essential to define from the start how much you can spend and what resources you get for the campaign.
Apparently, no one wants to set an online marketing strategy that goes beyond the means. It works best if you break down your whole digital strategy into small campaigns, then create a budget for each one.
This division makes sure that:
Moreover, any paid digital marketing tool that assists you in running and analyzing your campaign should also be taken into account towards your budget and means.
KPIs (also known as Key Performance Indicators) are quantitative benchmarks marketers set to measure and track their performance towards the predetermined marketing objectives.
A few of the top KPIs that’s data-driven for modern digital marketing:
Read more:
All your marketing efforts still need to be proven via this last step - analyzing the results. It’s great when you already have a comprehensive and prominent digital marketing strategy. Still, the work doesn’t stop!
You need a plan to capture, report, and analyze all the relevant data. Luckily this stage becomes extremely easy thanks to the KPIs you set in the previous steps.
Tracking and measuring the effectiveness of all your activities within your digital strategy allows you to correct things doesn’t work in order to achieve the goals.
Here are a few good rules of thumb you can follow to track each KPI:
Analytics is a critical element for successfully optimizing digital marketing effectiveness and spending.
To help you better understand how a business implements their digital marketing strategy in practice, we will discuss around some digital marketing strategy example below
Promo.com is a popular visual content platform. Furthermore, it’s also a cloud-based service that enables users to create stunningly beautiful and professional video from stock photos, video clips, and music.
Promo.com built their social media profiles in all most popular social platforms:
One clear thing we can see on Promo.com social media strategy is that they’re extending their online presence as much as possible via social media. And Promo.com did great to 4 Facebook, Youtube, Instagram, and Twitter proved by the enormous amount of followers for each.
Which part of Promo.com’s strategy makes their social presence so impressive? There are 2 main reasons:
Promo.com understand who is their target audience - Businesses and agencies
Define the brand’s value proposition and brand personality from the start. Importantly, capture them in the all of their posts mostly via creative video form
Set a clear function for each platform
For instance, the content on Facebook and Instagram is mostly short videos of interesting news. Furthermore, they also share updated blog posts from the official website to generate traffic.
Meanwhile, the Youtube channel focuses on educational content related to Promo.com’s standout features (tutorials).
Crello is an online tool that allows its users to easily create appealing videos or graphic designs, for social media, prints, or any web-based graphics.
Email marketing is always on the favorite tool list of digital marketers since its personalization and flexibility.
However, it’s definitely challenging when you must communicate with your whole audience at once with the automation. The secret of Crello lies in 2 factors: Personalization and Segmentation.
In other words:
Offer brand’s subscribers dozens of various newsletters, which delivers personalized content from new templates (weekly), design tips, promotions and information about local events
Include CTA buttons on most sent emails that subscribers can select their own adventure and desired templates. This action enables Crello to track and understand specific customers’ interest, then segment them into specific, smaller groups
Have a proper email frequency (or email cadence): Around 2-3 bulk emails per week
Deliver great visually appealing emails instead of boring messages. A “no more perfect” way to transfer the brand’s value proposition as a design tool for professionals
La Roche-Posay, the official sunscreen of the US Open, set up a fun booth at the event. They invited influencers like @JaeGurley to check out their sunscreens and try a cool machine that scans your skin for sun damage.
Collaborating with influencers through engaging activities can efficiently endorse and inform consumers about your brand’s offerings. Associating the brand with a reputable event enhances visibility and interaction.
Digital marketing provides businesses with incredible opportunities for rapid growth. However, it’s up to you whether to grab and take advantage of them or not.
Hoping at the end of this post, you can have an overview of a complete digital marketing strategy and develop for yourself a unique one that fits your needs.
1. What is a digital marketing strategy?
A digital marketing strategy is a plan of action designed to achieve specific business goals through online channels and platforms. It encompasses various tactics such as SEO, social media marketing, content marketing, email marketing, and more.
2. Why is a digital marketing strategy important for businesses?
A digital marketing strategy helps businesses reach their target audience, increase brand awareness, generate leads, drive website traffic, and ultimately boost sales and revenue in today’s digital age.
3. How do you measure the effectiveness of a digital marketing strategy?
Effectiveness can be measured through key performance indicators (KPIs) such as website traffic, conversion rates, engagement metrics, ROI, customer acquisition cost, and more. SaaS Analytics tools like Google Analytics, social media insights, and email marketing platforms help track and analyze data.
4. What are the key components of a digital marketing strategy?
Key components include defining objectives, identifying the target audience, selecting appropriate digital channels, creating engaging content, implementing tactics, measuring performance, and making adjustments based on data.
5. How do you create a digital marketing strategy?
To create a digital marketing strategy, start by setting clear goals, researching your target audience, analyzing competitors, selecting relevant digital channels, crafting compelling content, implementing tactics, and continually evaluating and optimizing performance.
A data-driven marketing leader with over 10 years of experience in the ecommerce industry. Summer leverages her deep understanding of customer behavior and market trends to develop strategic marketing campaigns that drive brand awareness, customer acquisition, and ultimately, sales growth for our company.
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