What to Include in Your Digital Marketing Strategy (2023)

With 61% of all Internet users commencing their buying journey online, your brand’s digital marketing strategy has to be seamless if you want your company to grow. However, there are a number of elements to consider when planning your digital marketing strategy, each requiring careful attention and ability to plan ahead.

Before you start making that first draft of your digital marketing strategy, sit down and define what are the exact goals you would like to achieve through it. Ask yourself these questions:

  • What is the strategy’s goal for your brand?
  • What is your target audience?
  • Which product or value of your brand would you like to push forward?

Only after answering these can you begin planning your brand’s digital marketing strategy.

Now let’s dissect various elements of a good digital marketing strategy, and take a closer look at its particular components.

1 Product

Usually, when businesses start planning their marketing campaign, they have a specific range of products for promotion in mind. Let it be a new line of tools or body lotions, narrowing down the range of products for your new campaign is always the second step after defining your goals. Doing this will help you better tailor the whole campaign for your target audience.

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2 Price

After picking products viable for your campaign, consider their price and compare it to that of your direct competition. Is your competition offering similar products for a much higher price? If yes, take a look at your manufacturing and delivery costs. Can pull your price down and retain quality? Do it. It might give you a considerable competitive advantage and a point to use in your campaign.

3 Location

The location of your business can help you tailor your digital marketing strategy specifically for consumers based close to your business’ location. Remember, near proximity of a brand to a consumer increases trust and leads to better sales. Almost 50% of marketers believe localized marketing is the key to brand’s growth. Also, according to BrightLocal, 92% of local consumers read reviews of local businesses before making a purchase or using their services. Research your local market thoroughly, and be sure to include your local audience’s needs and expectations in your campaign.

4 Distribution channels – existing or new ones?

Once your digital marketing campaign takes off, you have to be able to deliver your product or service to customers at the right time and within a reasonable time frame. Take a look at your distribution channels and analyze costs against delivery time and parties involved in the process. Will you be better off using indirect distribution or direct distribution channels? Keep in mind, even excellent digital marketing strategy won’t propel the business forward if the company fails to deliver the product.

What to Include in Your Digital Marketing Strategy (1)
Source: Easy Marketing

5 Promotion Channels

Social Media

The word of a valuable product or service spreads fast on social media. According to eMarketer, 33% of consumers find new brands and products via various social media channels. But social media is also an inherent part of customer retention, and having responsive company accounts on Twitter, Facebook, or Instagram significantly increases customer experience. In fact, 80% of social network users prefer to engage with a company via Facebook.

Website optimization

Acquiring new customers using social media is one thing, but you also need to focus on your business’ website, because that’s where your prospects will eventually land. 57% of users leave a website if it loads over 3 seconds. Confusing navigation and irrelevant content are among many factors discouraging prospects from purchase, as is the lack of a responsive website. To make sure it’s not the case with your website, optimize it for mobile devices, content relevance, and high performance.

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Email marketing

Even though today’s marketing has shifted more toward social media, the power of emails and paid advertising shouldn’t be undervalued. In fact, email marketing is still the most personal marketing medium. Remember, not all online consumers have Facebook or Twitter accounts, but they all have an email account, and they check it whenever they can:

Subject: Email, we just can’t get enough

The results are in and you won’t believe where, when and how often we check our email.

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We spend 6 hours a day checking email

(30 hours during a work week)

Source: Adobe

6 Testimonials and awards

Ensuring your product or service is spoken of favorably across various mediums considerably increases sales. 88% of consumers trust online reviews. Moreover, 1 to 3 reviews is enough to convince a consumer whether a brand is valuable.

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7 Partners

Being a lone wolf in the world of business might have worked well in the past. Currently, however, using strategic partnership brand marketing brings better results and can help your business exponentially.

Look for partner companies that share similar values and qualities, and also, that are compatible with your brand in the eye of the consumer. By teaming up with appropriate companies, you can acquire new distribution channels, increase marketing exposure, save money, and much more.

Alright, so your digital marketing strategy is ready. Now it’s time to think about the conversion process.

It’s time for you to act.

Conversion process

Prospecting

Although inbound marketing is getting more and more momentum, prospecting is still an important part of every marketing strategy.

Begin compiling your prospect database by qualifying potential customers and companies. Reach out to those that are most likely to be interested in your brand and product. This can be a time-consuming and tedious task, but it’s also one your business won’t go anywhere without. You can also buy a prospect list, which simplifies this process considerably – prospect lists are usually already highly targeted.

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Once you’ve pulled together a prospect list, use various mediums to establish contact: cold calling, advertising, or networking.

Social prospecting

Social media channels are invaluable when prospecting and generating new leads for your brand. Platforms such as LinkedIn or Twitter offer you the ultimate opportunity to engage with your prospects and build a reliable following. With a sizable amount of leads, you can craft call-to-action posts and tweets with links to targeted landing pages on your business website. If you ensure a steady level of engaged leads, conversion rates will increase.

Generating New Leads

Whether it’s a need to change company’s outdated accounting information system, a wish to buy new mobile devices for employees, or simply a desire to learn about new methods of treating certain ailments, prospects take to the Internet to look for solutions to their problems. Bringing valuable and relevant content through various mediums is an effective way of generating new leads. Webinars, blogs, eBooks, or YouTube videos gain prospect’s trust and encourage further engagement.

Email marketing

Email marketing brings tremendous results, but only when it’s done the right way. Consumers are alert to SPAM and can easily spot it. That’s why creating effective email campaigns is a true craft.

One of the best methods to acquire new customers via email is by using drip campaigns. Drip marketing allows you to craft and portion your marketing message so that it best fits the needs of your individual leads. With automated emails, you’re sending the right content at the right time until you get a response. If the response is positive, consider taking further steps: learning more about the prospect or making a call.

Real-time action

While it’s important to have a digital marketing strategy with defined points and milestones, it’s crucial your marketing team reacts to trending topics your brand’s sales can leverage from. Following trending topics and including them in your marketing campaign considerably increases conversion rates.

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Summary

Getting your brand to a point where it’s widely recognizable, valued, and desired is a difficult and time-consuming process. But with the right digital marketing strategy and its subsequent execution it becomes a possible scenario for every brand across all industries.

While creating your digital marketing strategy on your own, however, it might be easy to feel overwhelmed by the number of elements required to make it right. If this is the case, consider hiring digital marketing professionals with experience and proven results. A reputable digital marketing team will help your business meet the desired goals and objectives.

FAQs

What should a digital marketing strategy include? ›

Components of a digital marketing plan
  • Advertising. ...
  • Content marketing. ...
  • Email marketing. ...
  • Mobile marketing. ...
  • Paid search. ...
  • Programmatic advertising. ...
  • Reputation marketing. ...
  • Search engine optimization.

What are the 3 most important things in digital marketing? ›

At its highest level, digital marketing has three main components: Lead Generation, Lead Capturing, and Lead Nurturing.

What is digital marketing strategy with example? ›

A digital marketing strategy is a plan to reach specific goals through your business's digital marketing channels. It can include goals for both paid and organic media, and any of the digital platforms available to you, such as social media channels, web pages, content assets, or paid ads.

How can I improve my digital marketing strategy? ›

5 Ways to Improve Your Digital Marketing Strategy
  1. Focus on Conversion, Not Just Leads. One of the most important pillars of a winning digital marketing strategy is data. ...
  2. Set the Stage for Long-Term Value. ...
  3. Double Down on Customer Service. ...
  4. Create the Ultimate Buying Journey. ...
  5. Know When and How to Go Back and Refine Processes.
28 Apr 2017

What are the 7 marketing strategies? ›

The 7 Ps of Marketing

These seven are: product, price, promotion, place, packaging, positioning and people. As products, markets, customers and needs change rapidly, you must continually revisit these seven Ps to make sure you're on track and achieving the maximum results possible for you in today's marketplace.

What is the most effective marketing strategy? ›

If you are looking for the overall most effective marketing strategy for small business, content marketing is the winner. Content marketing encompasses blogs, videos, social media posts, podcasts, webinars, and more – basically, any type of content you can distribute online falls into this category.

What is an example of a marketing strategy? ›

Marketing strategies

For example, if your marketing plan is to promote a new product or service, you might have a strategy dedicated to how you're going to use email marketing to support these broader goals. Every marketing plan will most likely produce several marketing strategies as part of the broader plan.

What are the 4 types of digital marketing? ›

Digital marketing can be broadly broken into 8 main categories including: Search Engine Optimization, Pay-per-Click, Social Media Marketing, Content Marketing, Email Marketing, Mobile Marketing, Marketing Analytics and Affiliate Marketing .

What is the most important skill in digital marketing? ›

Communication Skills

A Digital Marketer should have the ability to look at things from a different perspective, to be able to communicate ideas in a way that the audience will understand, along with understanding what the audience will find entertaining and worthwhile.

What is the most important thing in digital marketing? ›

Search Engine Optimization (SEO)

Search Engine Optimization is vital when it comes to your business' website. SEO is how internet users find your site when searching for things on search engines like Google. Without a proper SEO strategy, it will be hard for users to find your site.

How do you present digital marketing data? ›

Try to use visuals such as pie charts and trend graphs wherever relevant. Some marketing metrics can only be displayed in list format (e.g. the top 20 URLs driving traffic to your site), but as long as you make the rest of the data as visual as possible, your report will feel easier to digest at first glance.

How do you write a digital campaign report? ›

How to create your digital marketing report
  1. Think about your goals and objectives.
  2. Consider your current strategies.
  3. Choose a reporting frequency.
  4. Select which metrics you want to measure.
  5. Compile your report and analyze your results.
15 Mar 2022

What is digital marketing analysis? ›

A digital marketing analysis researches and evaluates your business, audience, and competitors to build a custom, data-driven digital marketing plan for your company. Using an online marketing analysis, your company can deliver an Internet marketing strategy that speaks to your audience — and converts them.

How do you write a digital marketing strategy template? ›

How to Create a Digital Marketing Strategy
  1. Build your buyer personas.
  2. Identify your goals and the digital marketing tools you'll need.
  3. Evaluate your existing digital channels and assets.
  4. Audit and plan your owned media campaigns.
  5. Identify your goals and the digital marketing tools you'll need.
  6. Monitor and report.
13 May 2022

What are the 4 types of marketing strategies? ›

What are the 4Ps of marketing? (Marketing mix explained) The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives. The 4 Ps were first formally conceptualized in 1960 by E.

Why do you need a digital marketing strategy? ›

It enables you to better understand your market share

Without a clear strategy, you could easily underestimate the demand for your digital services. Moreover, it's likely that you won't fully understand the dynamics of the online marketplace including customer behaviors, competitors, and customer profiles.

What is the 4 C's in marketing? ›

The 4Cs for marketing communications: Clarity; Credibility; Consistency and Competitiveness. What is it? The 4Cs (Clarity, Credibility, Consistency, Competitiveness) is most often used in marketing communications and was created by David Jobber and John Fahy in their book 'Foundations of Marketing' (2009).

What are the 5 C's of marketing? ›

The 5 C's stand for Company, Collaborators, Customers, Competitors, and Climate. These five categories help perform situational analysis in almost any situation, while also remaining straightforward, simple, and to the point.

What are the 5 marketing strategies? ›

The 5 P's of marketing are part of what is often referred to as a “marketing mix”. A marketing mix is the actions brands take to market their products and services by using a specific framework with the five biggest components of successful marketing: product, place, price, promotion, and people.

What are the key drivers in digital marketing? ›

Key Drivers Of Digital Marketing Acquisition Strategy Success
  • Think fast – grab attention.
  • Mobile first.
  • Lead via digital PR.
  • Disambiguate for search engines.
  • Connect together via social media relationship building.
15 Jan 2015

How do you attract customers? ›

5 Tips for Attracting New Customers
  1. Identify Your Ideal New Customers. ...
  2. Use Direct Response Marketing to Attract Customers. ...
  3. Give Something Away to Entice New Customers. ...
  4. Give Your Business a Face Lift to Increase Sales. ...
  5. Get The (Right) Word Out.

What are the 4 types of marketing strategies? ›

What are the 4Ps of marketing? (Marketing mix explained) The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives. The 4 Ps were first formally conceptualized in 1960 by E.

What makes a good digital strategy? ›

The Essential Guide to Creating a Successful Digital Strategy
  1. Define your Golden Circle. What's the Golden Circle, you say? ...
  2. Create buyer personas. ...
  3. Map out your customer journey. ...
  4. Create a content strategy. ...
  5. Look at your resources. ...
  6. Measure your results.
2 Mar 2017

What are the 4 phases of digital marketing? ›

Marketing Funnel Phases

Awareness - Content focused on educating your audience. Evaluation - Customers determine whether they need your product. Conversion - Reasons to buy your product. Delight - Keeping your audience engaged.

What is the 4 C's in marketing? ›

The 4Cs for marketing communications: Clarity; Credibility; Consistency and Competitiveness. What is it? The 4Cs (Clarity, Credibility, Consistency, Competitiveness) is most often used in marketing communications and was created by David Jobber and John Fahy in their book 'Foundations of Marketing' (2009).

What are the 5 C's of marketing? ›

The 5 C's stand for Company, Collaborators, Customers, Competitors, and Climate. These five categories help perform situational analysis in almost any situation, while also remaining straightforward, simple, and to the point.

What are the 5 marketing strategy? ›

The 5 P's of marketing – Product, Price, Promotion, Place, and People – are a framework that helps guide marketing strategies and keep marketers focused on the right things.

What is the most successful marketing strategy? ›

If you are looking for the overall most effective marketing strategy for small business, content marketing is the winner. Content marketing encompasses blogs, videos, social media posts, podcasts, webinars, and more – basically, any type of content you can distribute online falls into this category.

What are the 9 marketing strategies? ›

9 Marketing Strategies You Need to Try
  • SEO.
  • Content marketing.
  • Multimedia.
  • Blogging.
  • Guest blogging.
  • Social media marketing.
  • Email marketing.
  • Local SEO.

What are the 5 rules of digital strategy? ›

The five rules of digital strategy
  • Assessing the Digital Impact. Like any effective strategy, we start with building a rich understanding of the competitive environment a client is operating in. ...
  • Digital Ambition. ...
  • Value. ...
  • Digital Mindset. ...
  • Managing Transformation.

How do I write a digital strategy? ›

Here's how to create a solid digital marketing strategy:
  1. Explore the landscape and analyze your results. ...
  2. Map out your strategy. ...
  3. Define your target audience. ...
  4. Build your content strategy. ...
  5. Choose your channels and tactics. ...
  6. Set key performance indicators and benchmarks. ...
  7. Execute with best practices. ...
  8. Analyze and adjust.
25 Feb 2021

How do you create a digital strategy plan? ›

10 Steps to Building an Effective Digital Strategy
  1. Define Your “Why?”
  2. Create Your Brand Story.
  3. Define Your Goals.
  4. Develop Audience Personas.
  5. Create a Journey Map.
  6. Identify Key Channels.
  7. Develop a Content Strategy.
  8. Draft a Content Calendar.
25 Jan 2016

What is a digital strategy plan? ›

What is a digital strategy? A digital strategy is a written plan that clarifies your online goals and helps you put the right technology and processes in place to achieve these goals. Your online goals relate to your overall marketing objectives and what you want your business to achieve online.

What is digital marketing strategy framework? ›

A digital marketing strategy is a roadmap used by digital marketers to reach their ideal customers through online channels. These channels can include a website, social media accounts, paid advertising, and earned media. A digital marketing strategy is designed with specific goals in mind.

What is a digital media strategy? ›

A digital strategy, sometimes called a digital media strategy, is a plan for maximizing the business benefits of data assets and technology-focused initiatives. A successful digital strategy requires a cross-functional team with executive leadership, marketing and information technology (IT) members.

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