How to create a Digital Marketing Strategy for your business

How to create a Digital Marketing Strategy for your business

Having a digital marketing strategy for your business can mean the difference between having the successful business you envisioned for yourself and struggling to obtain leads and consistent revenue. With digital marketing tools and effective strategies your business can grow, reach a larger audience, and adapt to the newest trends. Granted it can be overwhelming, but having a little bit of guidance can bring you a long way.

What is a digital marketing strategy?

Simply put, a digital marketing strategy is a guide to how you can market your business with effective inbound tactics. Having a strategy for your business helps you set realistic expectations and timelines to market your business properly and effectively. By creating a strategy, you are setting up your business for success with clear direction. Business owners can share their visions with their employees to create a unified goal that the whole company is working toward.  

How to create a digital marketing strategy

Define and build your buyer personas:   

Defining and building your buyer personas will help you understand your ideal client/customer. Understanding your ideal client/customer gives your marketing team the right tools and information they need to successfully market to potential clients/customers by getting the right message across at the right time. Things to take into consideration:

  • What platforms do your ideal client/customer use?
  • What websites do they spend the most time on?
  • What style of communication do they prefer?
  • What are some challenges they are facing in their industry?
  • Do they like written, graphic, audio, or video content?
  • Where do they receive information about their industry?

Identify your business goals and KPIs to set SMART Objectives

Identifying your business goals and KPIs (Key Performance Indicators) to set SMART (Specific, Measurable, Attainable, Relevant, and Time) objectives helps you prioritize and set clearly indicated expectations for your marketing efforts. Try to consider the following:

  • What is important to your business?
  • What do you want to promote?
  • What are your business goals?
  • Set SMART Goals 

                   - Specific: a specific objective has a much greater chance of being accomplished. Ask yourself what you want to achieve?   

                   - Measureable: is your specific objective measurable? How so?  

                   - Attainable: can it be done in X time frame? With X budget?  

                   - Relevant: is this going to benefit your business? How so?  

                   - Time: when will it be accomplished? Set the expectation and work toward it!  

Build your online Presence and Brand

After building buyer personas, you should have a general idea of which platforms your ideal clients/customers spend the most time on.

  • Create accounts based on which platforms are commonly used
  • Optimize the accounts
  • Post relevant content on a daily/weekly basis
  • Remember to stay true to the style of the platform, some content will work better on LinkedIn rather than Instagram.

Optimize/Maintenance your website

An effective digital marketing strategy is only as good as your website. If you spend all this time, energy, and effort linking everything to your website and your website has a high bounce rate or a low conversion rate, it won’t be as effective of a strategy and can lead to a low ROI (Return on Investment). It’s a good idea to consider the following:


Refer back to the buyer personas you created in step one, review the challenges your personas face and what platforms and styles of communication they prefer. Departments that are in direct communication with your clients/customers, departments such as; customer service, customer relations, and sales have a good idea of what clients/customers want to know and what kinds of questions they ask, collaborating with these departments can help your marketing team put together topics that will be ideal for your clients/customers.

  • Create a content calendar
  • Schedule your content for release   
  • Publish and promote your content
  • TRACK IT! - View the analytics and tweak the content to reach more audiences   

Getting Started

Using this guideline will help you get started in taking the right actionable steps in order to market your business successfully and effectively. Don’t forget that the strategy isn’t the “be-all-end-all”, things will change. The secret to having a great digital marketing strategy is being able tweak, break, and toss part of it as you learn more about what works and what doesn’t.

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