DIGITAL MARKETING STRATEGIES
INTRODUCTION
Marketers aiming to develop the most effective digital marketing strategy must
possess a thorough comprehension of their business, product, and target
demographics prior to selecting a strategy that will meet their specific
requirements.
In our study, ‘The Marketing Evolution: Leadership, Transformation, Skills,
Challenges & the Future,’ we discovered that 53% of senior marketers are
allocating significantly more resources to digital marketing channels, while
many express concerns regarding a shortage of talent to thrive in a
competitive customer landscape—highlighting the necessity for a meticulously
crafted strategy to direct their efforts. This necessity is becoming increasingly
apparent with the rise of AI in the realm of digital marketing.
Here is a detailed guide designed to enhance customer engagement, elevate
brand visibility, and generate leads to foster business expansion.
This article will address:
What constitutes a Digital Marketing Strategy?
4 Recommendations for Formulating an Effective Digital Marketing Strategy
What are the Most Impactful Digital Marketing Strategies?
Illustrations of Successful Digital Marketing Strategies
What constitutes a Digital Marketing Strategy?
A digital marketing strategy is a structured approach for utilizing various
channels to enhance your online presence. It should consider elements such
as your target audience, strengths and weaknesses, and competitive
landscape.
To devise an effective strategy, it is essential to leverage data from across the
organization to inform and hypothesize. This will assist you in determining
which marketing channels to employ or experiment with, identifying your
target audience, and formulating your communication strategy for your
message or brand.
Note: A strategy differs from tactics, which are the specific actions taken to
execute your strategy.
4 Recommendations for Formulating an Effective Digital Strategy
Several critical components must be taken into account when developing a
digital marketing strategy.
1. Comprehend your customer
No digital marketing strategy can succeed without a clear understanding of
who purchases your product, the reasons behind their purchases, and the
locations where these transactions occur.
Utilize data and demographic insights to construct a comprehensive profile of
your audience and guide your tactics by adhering to the following steps:
2. Audit & Assess
To formulate a successful strategy, it is crucial to be aware of the digital
marketing channels and assets that you currently utilize and possess.
Consequently, you should perform a comprehensive audit of your channels
and content, documenting everything in a spreadsheet to gain a complete
overview of your marketing efforts (spanning owned, paid, and earned media).
Next, you should connect each element to your organizational objectives. If
your primary aim is to increase revenue, evaluate each channel and asset
(you may wish to focus on the top performers if you have an extensive amount
of content) and align it with revenue generation.
This process will enable you to identify what is currently contributing to
revenue and what is not. You can then concentrate on what is working well
and consider exploring new content pieces or channels for additional impact.
3. Focus on the End Result
In the realms of marketing and product development, there can often be
excessive focus on the product and the associated metrics (such as revenue),
leading individuals to overlook the necessity that the product addresses.
What is truly significant is the target audience and the reasons behind their
engagement. It is essential to comprehend their pain points to understand
how individuals are interacting with your product or service. In essence, when
you illustrate the moments following a purchase, they will recall the initial
reasons for their need.
4. Review and Refine
When crafting your strategy, it is vital to incorporate key performance
indicators (KPIs) that align with essential business objectives.
You must establish a plan to clarify your goals and objectives, and
subsequently track the metrics to gain insights into the KPIs that are
significant. To achieve this, you will need to:
Avoid vanity metrics – refrain from focusing on figures that do not contribute to
long-term success, such as Facebook likes.
Utilize KPIs to gauge success, but remain flexible with them.
Establish ongoing intervals for analysis, comprehension, measurement, and
reporting.
Learn how to isolate critical metrics if it appears that something is not
functioning as intended.
What are the Most Effective Digital Marketing Strategies
Influencer Marketing
Influencer marketing can assist you in reaching a specific audience or niche
while enhancing campaign performance. The essential factor is to collaborate
with an influencer whose values align with your brand and who possesses an
audience likely to be interested in your product or service.
It is important to remember that selecting an influencer is not solely about their
follower count; rather, it is about their engagement with their audience and the
subjects they advocate for and are passionate about.
You can partner with an influencer in various ways:
Promote an event
Gifting or sending a sample for them to try
Giveaway
Social channel takeover
Utilize them as a host
Challenge them
Commission unique content
Email Marketing
Email marketing is one of the most established forms of digital marketing due
to its effectiveness!
As third-party cookies fade away and privacy concerns grow among
consumers, email marketing offers businesses a means to inform and engage
individuals who have expressed interest in their product or service.
Moreover, it allows for personalization, as marketers can categorize groups
based on their activities. This is where AI-driven marketing automation tools
have significantly improved efficiency: for instance, if you have a group of
prospects who have downloaded an ebook, follow up with related content to
enhance click-through rates.
There are numerous strategies you can employ to encourage individuals to
share their personal information, allowing you to add them to your list:
Utilize compelling CTAs
Promote your social media platforms
Incorporate pop-ups or forms
Conduct a competition
Offer free downloads
Advertise a special offer
Initiate a blog subscription
Request a review or feedback
Host a webinar or podcast
Examples of Successful Digital Marketing Strategies
Now that you are familiar with the various digital marketing strategies
available, let us examine exemplary cases for inspiration in your initiatives and
campaigns.
Examples of Effective Digital
Marketing Strategies
Having grasped the different digital marketing strategies available to you, let
us examine some exemplary cases that can serve as inspiration for your
initiatives and campaigns.
Content marketing illustration: Salesforce+
Salesforce made the bold move of introducing a streaming service that
features both live and on-demand content. The motivation behind this decision
was the company's desire to provide live experiences, original series,
podcasts, and other programming with a business-oriented focus.
This content platform leverages the success of Salesforce’s ‘Leading Through
Change’ series, a weekly series of virtual events that offers thought
leadership, advice, and resources from Salesforce, industry leaders, and its
community of Trailblazers
Understanding Your Digital
Marketing Strategy
The essential aspect of any digital marketing campaign or tactic is to remain
aligned with your fundamental purpose, rather than solely focusing on your
product. Emphasize the benefits, address the genuine needs of customers,
and comprehend what motivates them.
Additionally, it is crucial to stay informed about the social trends that impact
various demographics (for instance, the global economic crisis). Keep in mind
that it is your responsibility to ‘follow’ the customer, rather than the reverse.
CONCLUSION
The ability to research, plan, and execute a digital strategy is a highly valued
skill across different industries. Through our certified Digital Marketing
Strategy & Leadership course, you will learn how to manage marketing
activities and delve into customer experience, analytics, communication,
budgeting, and methods to enhance business performance. Enroll today!
