Digital Marketing: The Basics of Creating a Marketing Strategy

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As a business owner, you know that digital marketing is important to the success of your company. You may have even tried some form of online marketing in the past. But while you might be using social media and sending out email newsletters here and there, you probably aren’t seeing results. That’s because it’s not enough to simply incorporate digital marketing into your business plan—you need an effective strategy.

Start With a Solid Foundation.

Before diving into your campaign, it’s important to understand what digital marketing is and how it can help your business. Digital marketing is the use of digital technology to promote your business, brand or product online. It has been around for years now, but it’s still one of the best ways to reach new customers quickly and easily.

While there are many benefits to digital marketing, such as being able to track ROI and measure results, there are also some challenges that come along with it—but these can be overcome with proper planning. For example, in order for you to know if you’re getting the most out of your money spent on advertising campaigns (paid ads), then it’s important that you first have an understanding about analytics within these platforms in order for them not only do their job but also provide useful insights about how users interact with them before signing up under different demographics like age group or gender which might help better target future audiences based on similar characteristics instead of just having everyone feel targeted towards all ages despite different interests/concerns at heart..

Understand Your Audience.

In order to create a marketing strategy, you’ll need to understand your audience. The first step is to know who they are and what they want. This will help you decide which channels best fit your brand and how you can use them to reach out to customers.

  • Demographics: This refers to the age, gender, race and income level of people who may be interested in your products or services.
  • Psychographics: Demographics tell us who our consumers are but psychographics help us understand why they do what they do. For example, we can look at “political affiliation” as part of a consumer’s psychographic profile — in addition to knowing that someone has voted for Democrats in the last three elections (a fact about their political affiliation), we also know that this person supports gun control legislation​ ​and​ ​wants​ ​to see more women elected into office (two more things about their political affiliation).
  • Pain points: Think about what problems your customers face when trying to solve whatever problem your product or service solves. Does it involve spending too much time figuring out how much something should cost? Is it having trouble finding appropriate data? Do not just think about these problems from the perspective of “how can I solve this?” Find ways of being helpful without coming across as self-serving or pushy!

Identify Your Marketing Channels.

Once you have an idea of what your audience is, it’s time to identify the channels that will help you reach them. Channels are the places you’ll use to spread your message and get it in front of people—they include social media, email newsletters, search engine optimization (SEO), content marketing, affiliate marketing and paid advertising. In addition to these common marketing channels there are also some not-so-common ones like public relations (PR).

The good news is that there are no hard rules here: if something makes sense for your business and audience then there’s no reason not to try it out!

Know Your Competition.

Now that you know who your target audience is and what they want, it’s time to scope out the competition. To understand how they’re currently marketing their brand, check out their website and social media channels. Do they have a blog? What kind of content do they post there? How often are they posting? What kinds of images do they use in their posts (and why)? If possible, read through some of their recent posts so that you get a sense for what kind of tone their writing has.

What does this tell us about our competitors’ strategies? First of all, it tells us what not to do. For example: if our competitors’ blogs are very short or poorly written with little variety in terms of length or structure (a few bullet points here and there), then we know that our blog should probably not have only short paragraphs that are hard to read! It also tells us what should be done differently based on what we’ve seen from our competitors’ sites already—for example if we see one competitor doing something really well (like having lots of long-form content) then maybe we need more long-form content too! But this isn’t always ideal either; sometimes our competitors may be doing things incorrectly such as using an overly casual tone when trying something new like blogging regularly which could make them seem unprofessional or even annoying depending on how often/how much detail goes into each post…so sometimes sticking with tried-and-true methods like maintaining consistency across platforms will help keep everyone happy regardless whether new features need updating eventually down the line.”

Develop Your Strategy.

When you create your marketing strategy, it’s important to keep in mind that the goal of your strategy is to drive growth. That means you will need to prioritize certain things over others – but why?

  • First, you need to develop a strong understanding of who your audience is and what they want from your product or service. This will help inform how you approach different channels and tactics later on in the process.
  • Second, consider what other companies are doing with their own marketing strategies and campaigns so that you can make sure yours stands out from theirs by offering something unique. It’s also important not to focus too much on competitors; instead, try thinking about new ways in which technology could be applied for your business—for instance, some businesses might offer an augmented reality app that lets customers see exactly how products look before buying them (like many furniture stores already do). This could be an interesting way for companies like these to offer more value than competitors who don’t have this technology available yet!

Plan Your Tactics.

You can’t achieve your goals without knowing what they are. This step is also where you define the “what,” “how,” and “why” for each campaign.

  • What do you want to achieve?
  • How long does it take to achieve the goal?
  • What resources will be needed for this campaign (time, money, people)?

Set Goals and Metrics.

The next step is setting goals. You need to define the problem before you start creating a solution.

While most people think of digital marketing as an end-all and be-all, it’s important to remember that it’s much more than just a sales tool—it can be used for customer retention, lead generation, brand awareness and even market research. Whatever your goal is (and there are many), make sure it aligns with your overall business goals.

Once you have a goal in mind and have defined what exactly your target market looks like, set up some metrics that measure success or failure towards the achievement of that goal. This can be anything from number of leads generated on Facebook per month to website traffic over time. When trying to figure out what kind of metrics would work best for your business model and campaign objectives, consider these questions: How will I know if my campaign was successful? How many people are we reaching? What types of engagement do we want them to have with our brand?

Digital marketing is important to all businesses, but you need an effective strategy to succeed.

Digital marketing is important to all businesses. Without an effective strategy, your business could fail before it even begins.

Although many people think of digital marketing as just online advertising, there are other aspects of the process that help you connect with your customers and get them engaged. You need a comprehensive approach that includes:

  • Social media marketing
  • Email marketing
  • A website or blog
  • Mobile applications/apps


Digital marketing is a great way to grow your business and gain exposure, but you need an effective strategy in order to attract the right audience and achieve your goals. If you’re not sure where to start, follow this checklist of tips to get started today!

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Posted on June 12, 2022 in Digital Marketing

Meet The Author

Jobin John
Jobin is a digital marketing professional with over 10 years of experience in the industry. He has a passion for driving business growth in the online realm. With an extensive background spanning SEO, web design, PPC campaigns, and social media marketing, Jobin masterfully crafts strategies that resonate with target audiences and achieve measurable outcomes.
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