Top 8 Tips For A Successful Digital Marketing Strategy

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Top 8 Tips For A Successful Digital Marketing Strategy

This constantly shifting digital landscape can rapidly become daunting for any growing firm. With a slew of other obligations and activities, how can you build, fine-tune, and sustain an agile digital marketing plan efficiently?

We’ve compiled this guide on digital marketing to assist you in enhancing your internet presence and growing your business.

How Is Digital Marketing Defined?

Digital marketing is the process of promoting your business, brand, products, or services to a target audience via desktop, mobile, or television screens. There are various other sorts of digital marketing that you can employ to implement your marketing strategies.

What is the definition of a digital marketing campaign?

A marketing strategy is a detailed plan for achieving a certain marketing objective (or objectives) focused and manageable. It considers what your firm is already doing well and what you’re missing in terms of the aim you’ve established, increasing your likelihood of success.

  • A digital marketing plan enables your organization to accomplish specific goals by utilizing a combination of paid, owned, and earned digital media.
  • Digital marketing campaigns can be referred to as the building blocks and actions that comprise your digital marketing strategy. It also helps you accomplish a specified objective.

How to Develop an Effective Digital Marketing Strategy

1. Create buyer personas

Any marketing approach, digital or otherwise, requires understanding your target audience. Therefore, the most effective digital marketing tactics are founded on thorough buyer profiles, which you should construct first.

Buyer personas are nothing but fictional representations of your ideal customer(s) that can be produced by conducting research, conducting surveys, and conducting interviews with your business’s target audience.

It’s critical to remember that this information should be based on actual data whenever feasible, as drawing assumptions about your audience can lead your marketing plan astray.

To gain a complete picture of your customer’s persona, your research pool should include a mix of: 

  • Customers
  • Prospects
  • Individuals who are not in your contacts database but similar to your target demographic.

However, what information should you gather to develop your digital marketing plan on your own customer persona(s)?

That is likely to differ depending on whether you are a B2B or B2C business or whether you sell a high- or low-cost product.

Demographic and Quantitative Data

  • Location.
  • Age.
  • Income.
  • Job

Qualitative and psychographic data 

  • Interests
  • Hobbies.

2. Determine your objectives and the tools that you’ll require

Your marketing objectives should always be connected to your business’s essential objectives.

Whatever your ultimate digital marketing objective is, the correct digital marketing tools will enable you to track the effectiveness of your approach along the way.

For instance, if your business’s goal is to increase online revenue by 20%, your marketing team’s objective may be to generate 50% more leads via the internet than the previous year.

3. Evaluate the current state of your digital channels and assets

When evaluating your existing digital marketing platforms and assets to select what to include in your strategy, it’s beneficial to look at the big picture first – this will keep you from feeling overwhelmed or confused.

Collect what you have and put each asset in a spreadsheet to have a clear image of your current owned, earned, and paid media.

Media Framework

  • Owned
  • Earned
  • Paid

To accomplish this effectively, use the owned, earned, and paid media framework to classify the digital “vehicles,” assets, or channels you’re already utilizing. Then determine which are a suitable fit for your strategy.

Owned Media

Mastercard: Travel Blog Owned Media

This term refers to the digital assets that your brand or business possesses, which may include your website, social media profiles, blog content, and pictures. Owned channels are those over which your firm has total control.

Additionally, this could contain some off-site content that you own but is not stored on your website (e.g., a blog you publish on Medium).

Earned Media

It refers to the exposure you receive as a result of word-of-mouth marketing. Whether it’s content you’ve shared on other websites (via guest posts), public relations work you’ve done, or the customer experience you’ve provided. The recognition you gain from these efforts is referred to as earned media.

You can gain media coverage by obtaining newspaper mentions and positive reviews and having your content shared on social media (e.g., social media channels).

Paid Media

ETF Securities: Sponsored Content on LinkedIn

Paid media is any vehicle or channel you spend money on to attract your buyers.

This includes Google AdWords, sponsored social media posts, native advertising (e.g., sponsored content on other websites), and any other channel in which you pay for higher visibility.

Now that you have a better understanding of what this framework involves, let’s look at an illustration.

For example, suppose you have a piece of owned content on a landing page on your website that was created to assist you in generating leads. You’re aware that you want to incorporate several framework components rather than focusing exclusively on owned, earned, or paid media.

To maximize the quantity of leads generated by your content, you make an effort to make it shareable via your audience’s social media profiles. This will increase the number of visitors to your landing page. This is referred to as earned media.

To aid in the success of your content, you may share it on your Facebook page and pay to get it viewed by a larger content of your target audience.

This is how the framework’s three components interact — however, this is not required for success. For instance, if you already have successful owned and earned media, you may not need to spend it paid. Therefore, evaluate the most effective approach for achieving your objective and then incorporate the channels that perform best for your organization into your digital marketing strategy.

  • Conduct an audit and develop a strategy for your owned and paid media campaigns.

Owned media is at the heart of digital marketing — and it nearly always takes the shape of content. That’s because almost every message your brand sends may be categorized as content, whether it’s an About Us page on your website, product descriptions, blog entries, ebooks, infographics, podcasts, or social media posts.

Converting website visitors into leads and consumers through content helps build your brand’s online visibility. Additionally, when this content is optimized for search engines (SEO), it can increase your search and organic traffic.

Whatever the objective of your digital marketing campaign, you’ll want to include owned content. 

  • Recognize inconsistencies in your existing owned media content.

Determine any loopholes in your existing content based on your buyer profiles. For instance, if you’re a math tutoring company and you’ve discovered through research that a significant difficulty for your customers is locating good study methods — and you don’t presently have content that addresses this worry – produce some, and this will get some more views.

Instagram Tags for Wayfair: Owned Media

  • Evaluate earned media campaigns

By comparing your previous earned media to your present goals, you can determine where to invest your attention. Consider the source of your traffic and leads (if that is your objective) and rate each earned media source from most to least successful.

  • Conduct an audit and develop a strategy for your paid media campaigns.

This procedure is very similar to the previous one: You must evaluate your current paid media spend across all platforms (e.g., Google AdWords, Facebook, and Twitter) to determine which channels are most likely to assist you in meeting your present goals.

  • Consolidate your digital marketing campaign.

You’ve planned and researched, and you now have a clear picture of the components that will comprise your digital marketing approach. Now it’s time to consolidate it. 

To summarize, here is what you should keep in mind:

  • Your customer persona’s profile(s) should be apparent.
  • One or more objectives are specific to digital marketing.
  • First, a list of your current owned, earned, and paid media.
  • A review of your current owned, earned, and paid media assets.
  • A plan or wish list for the creation of owned content.

It’s now time to pull everything together into a unified marketing strategy document. Your plan document should outline the sequence of steps you intend to accomplish your objectives.


Your strategy will be highly customized, making creating a one-size-fits-all digital marketing strategy template quite impossible.

If you’re ready to develop a genuinely effective strategy to assist in the growth of your business, you should learn digital marketing by taking an online digital marketing course free.

Remember, the purpose of your strategy document is to outline the steps you’ll take to accomplish your objective over time — as long as it communicates this, you’ve nailed the fundamentals of developing a digital strategy.

Top 8 Tips For A Successful Digital Marketing Strategy

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