What is a digital marketing strategy?
A digital marketing strategy is a detailed plan of how you can leverage different digital marketing channels to achieve your business goals. When creating a digital marketing strategy, you need to think about what channels you will use, the resources (people, time and money) you will assign to each channel, and what to expect in terms of results.
A common mistake made by many digital marketing managers or small business owners is that they try to run everything at once and end up with no results. Therefore, while managing digital marketing campaigns, it is necessary to determine the experts and the budget to be involved in the project.
Digital marketing strategy
While each digital marketing strategy is unique, based on the specific needs and goals of the business, you can read an example below to help you understand how all marketing channels can work towards a common goal.
Example: Digital marketing strategy for a company that sells digital products (online courses, ebooks, etc.).
1. Website
The first step is to create a fast and mobile friendly website. The website should have several landing pages (or sales pages) to present the company and its products.
2. SEO
The next step is performing an SEO audit and determining which areas should be optimized for SEO. First technical SEO, then on-page SEO and finally Off-page SEO should be addressed.
3. Content marketing
Based on the results of extensive keyword research and the findings of the SEO audit, you should create a content marketing plan that includes:
- What content to be created for the website (text and videos)
- When to be published (calendar)
- How to be promoted (may include social media channels, email and PPC campaigns).
4. Social media marketing
We leverage all social media marketing campaigns to increase brand awareness and sales, moreover, we determine which social media channels are suitable for marketing your business (based on customer profile) and set a schedule for posting content on these networks.
At the same time, we start building lists of those most affected and other people interested in your products or sharing your content on social media.
5. Email marketing
We start building an email list using the various CTA (call to action) fields on your website and social media channels.
Your first goal is to get people to sign up for your newsletter or sign up to download free material or free trials.
We create several email marketing strategies to “push” your subscribers from the awareness stage to the conversion stage.
6. Pay per click advertising (PPC)
Parallel to the above activities, remarketing users on Facebook or other social media platforms to pursue users who search for product-related keywords on Google and visit your website but do not convert. Create a Google Ads campaign to target it.
7. Video marketing
In some of the steps above, we identified keywords with which you can create video content. Publish your videos on a dedicated YouTube channel, Facebook, Instagram and other platforms you target in your campaigns.
For each video, a blog post is created on your website and embed the video with textual content.
8. Mobile marketing
Consider creating a mobile app that users can download from the App Store that will include your latest news and ways people access your courses through your app.
9. Measure and analyze results
Make sure Google Analytics is set up and configured correctly and you can accurately measure the effectiveness of the above campaigns.
Create an excel sheet and add view costs, number of visits, conversions, reached contacts , etc. for each campaign.
Above is a summary of what your digital marketing strategy should include. If you are a small business with limited resources, it’s normal that you won’t be able to start the whole plan from scratch. What you have to do; Starting with your website, SEO and content marketing, you go step by step.
Once you manage to fulfill these for a few months, you’ll experience a gradual gain in traffic and an increase in revenue, and you can add other tools to your digital marketing campaigns later.
