How To Create a Digital Marketing Strategy

By Indeed Editorial Team

Published May 11, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

As technology becomes more common in the workplace, many businesses look to define their digital marketing strategy to reach their target audiences. Adapting your marketing strategy for digital distribution can help you reach a wider audience of prospective customers. In this article, we describe what digital marketing strategies are, outline the benefits of having a digital marketing strategy and provide a step-by-step guide to creating one.
Related: Ultimate Guide To Strategic Planning

What is a digital marketing strategy?

A digital marketing strategy is a marketing strategy designed to optimize the promotion of products and services using online technologies such as desktop computers and mobile devices. It makes use of digital channels to reach a wide audience of prospective customers, to connect with existing customers in new ways and to make products and services accessible through online platforms. Here are the categories of online marketing:

  • Content marketing: Content marketing focuses on producing, distributing and promoting relevant content to attract and engage potential customers. Examples of content marketing include blog posts, infographics, podcasts, videos, e-books, case studies and webinars.

  • Pay-per-click advertising: Pay-per-click advertising is another way to drive traffic to a website. With this strategy, advertisers pay publishers when users click their ads.

  • Search engine optimization (SEO): Search engine optimization refers to designing your online content to maximize the quality and quantity of traffic it generates from search engine users. Prioritizing certain keywords and phrases may improve your online content's search engine ranking, which can increase the number of visitors to your webpage or site.

  • Social media marketing: Businesses may attract customers through advertising on social media platforms.

  • Email marketing: Email marketing refers to sending emails directly to current or prospective customers.

Related: Creating a Successful Social Media Marketing Strategy

Benefits of having a digital marketing strategy

There are many benefits to having a digital marketing strategy. Not only can having a digital marketing strategy help you reach a wider market of potential customers, but it can also help you engage and build connections with existing clients. Here are six benefits of having a digital marketing strategy:

  • Cost-effectiveness: Advertisements designed for digital distribution may be more affordable to produce and may reach a wider audience than other types of advertisements.

  • Increased customer loyalty: Online access to information about products or services can increase customer loyalty. When customers can easily access your products and services through convenient digital channels, they may choose your brand over others.

  • Measurability: Many websites that host advertisements have built-in systems for tracking user engagement. These analytic programs make it convenient for you to track how people see and interact with your ads.

  • Customer targeting: Digital advertising makes it easy to identify and target key populations within your market.

  • Improved conversion rates: Having a defined digital marketing strategy may increase the conversion number of site visitors to business customers.

  • Increased brand trust: Customers may develop increased trust in your brand when they see it has a strong online identity.

How to create a digital marketing strategy in five steps

Businesses looking to begin or make the most of their digital marketing strategy should define and integrate digital marketing into their existing marketing outreach. Here are five steps to consider when defining a digital marketing strategy:

1. Identify your marketing goals

Creating a digital marketing strategy begins with identifying your marketing goals. Defining the goals of your campaign is essential to ensuring its effectiveness. Knowing what your objectives are for your campaign and having a strategy in place to measure your progress helps you monitor your campaign's success. Being specific about setting quantifiable goals allows you to measure your work toward that goal, and as you monitor your progress, you can make adjustments to improve your strategy.

Set goals by identifying a specific target. For example, you could set a goal to increase the number of clicks on your advertisements across all social media platforms by 20% before the end of the business quarter. This goal establishes a measurable, specific objective and a time frame for reaching the goal. Progress toward this goal is trackable, which means it is possible to modify the marketing strategy to improve its effectiveness.

Related: How To Successfully Set Goals

2. Develop a customer persona

Once you know your goals, the next step is to know your target audience. Developing a customer persona helps you identify your ideal customers and customize your marketing strategy to target those customers.

To create a detailed buyer persona, you need to research, survey and interview your business's target audience. Target your research to a broad group of participants that includes customers, prospects and those outside your existing contacts who align with your target audience. Develop a persona based on your data that represents a unique individual who matches the demographic and psychographic qualities of your target audience. Specificity is essential to developing an effective persona.

Though the extent of your persona research depends on the needs of your specific business, try to collect qualitative, demographic, quantitative and psychographic information in your research. Examples of quantitative and demographic information include customer age ranges, location and average income. Qualitative and psychographic information includes the goals, interests, priorities and challenges of your ideal customers.

3. Evaluate existing digital channels and assets

Consider any digital assets or online platforms you are already using. Some online platforms your company may already use include a company website, blog or social media account. Identifying your current digital marketing assets and their effectiveness can give you a starting point for defining your digital marketing strategy.

Examine your current online assets and consider their effectiveness for reaching your marketing goals. Optimizing these platforms may improve your digital outreach while identifying the limitations of these channels can help you plan how to expand your digital presence to other platforms.

4. Define your digital marketing strategy

Once you have identified your campaign objectives, use your marketing goals, audience research and existing resources to define your digital marketing strategy. Based on your audience research, determine what online platforms and content strategies are most effective for engaging your target market. For example, knowing what digital platforms your target audience interacts with most frequently may help you determine what platforms to include in your marketing campaign.

Here are a few tips to consider when developing your digital marketing strategy:

  • Automate your marketing: Automation refers to using technology that makes the distribution of your content more efficient by limiting the need for human involvement. With this strategy, you can quickly and efficiently distribute personalized content to your target customers.

  • Personalize your content: Engage current and prospective customers by targeting their unique needs and interests. Use your content to communicate how your company's products or services meet their direct needs.

  • Optimize your content for mobile audiences: Many customers use their mobile devices to access online platforms. When you design your content with mobile users in mind, you ensure that customers who access your company's content through mobile devices have a high-quality experience.

  • Make communication easy: Online marketing should help you build connections with your current and potential customers. Make it easy for your customers to reach you with questions, comments and requests.

Related: Comprehensive Guide To Creating a Marketing Plan (With Tips, Template and Example)

5. Track your results

Monitor the progress of your campaign. At the end of each month, review your progress toward achieving your marketing goals. Evaluate which strategies are the most effective in meeting your campaign objectives and determine whether your campaign approach needs adjustments.

To keep track of your progress, maintain a spreadsheet or report system so you can compare the results of your strategy over time. Use the metrics tools built into the online platforms you work with to assess visitor engagement. Lastly, check in with your customer base often. Distribute customer satisfaction surveys, respond to comments, answer questions and make a habit of regularly engaging with your audience.

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