What is Digital Marketing Strategy, its importance and how to create in 3 easy steps

What is Digital Marketing Strategy?

Digital Marketing Strategy is a guide that keeps you on track and helps you achieve your marketing/business objectives. 

Such as – Growing brand visibility, getting in front of your target audience with relevant content to guide your prospective customers down the funnel or getting quality website traffic and leads to grow your business would be some of the primary objectives.

The digital strategy contains the tactics you will need to achieve these goals. Such as – social media marketing – Facebook ads, LinkedIn ads, Pay Per Click advertising (Google Ads), SEO, Website, Content Marketing and more!

Before creating a digital strategy, you must know your business goals i.e. what you want to achieve. Be specific. The best-defined goals are specific, measurable, achievable, relevant and time-bound.

Why it’s important?

Some people think that my business is well established, where we are already getting enough sales via referrals and word of mouth, and we don’t need to invest in digital marketing. 

Well, it won’t stay the same forever because things change with time and are changing now. So if you won’t promote your business online, your competitors will, and therefore will get ahead of you by leveraging digital marketing and being more visible online. 

This means that in future when your prospective clients start looking for the services you offer on the web, your business won’t be visible to them, and you will end up losing that good client to your competitor. 

I’m sure you have heard of that famous phrase, “out of sight means out of mind”. So stay visible on the web.

What are the three main steps of creating a digital strategy?

1 Online Marketing Audit to find opportunities – 

Start by auditing your business’s online marketing to see where it currently stands. How much traffic your website receives, channels that send you the most traffic and lead. What is your website’s conversion rate? 

Research – Check on your competitors’ online activity. Things such as – ad campaigns they are currently running, their ad copies and ad creatives, analyse their website, landing pages and how well they (keywords) are ranking on SERP (search engine results page).

Here the objective is to find the opportunities for a quick win and see where your business currently stands online.

2 Creating a Digital Marketing Plan – 

An audit will give you a lot of information. At the planning stage, you’ll have a better understanding, i.e. where your business currently stands online. Your digital strategy will include setting marketing goals and objectives, and KPIs. 

Create a comprehensive plan which includes the work you need to do each month, dig deeper to understand your target audience, the channels you will use to launch paid campaigns, and how you will guide users down the funnel – 

• TOFU (Top of the funnel) 
• MOFU(Middle of the funnel) 
• BOFU(Bottom of the funnel)

3 Implement and Measure – 

Once all research work is complete, and you have created and implemented the digital strategy for your business, it’s time to ‘measure’.

To measure the progress, you can use Google Analytics along with the results provided by the relevant channels – Facebook Ads, LinkedIn Ads, and Google search console. You can find out how many people have seen your content/ads, the website traffic you received and how many leads it generated.

Here are the three main KPIs – 

1. Reach/Impressions
2. Website Traffic
3. Leads

I hope you find this article useful, do share it with others. And if you have any questions, feel free to contact me. Always happy to help 🙂