How to Create Digital Marketing: Here’s How to Do It Right

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Looking to make a splash in the digital world? Wondering how to create digital marketing that captivates your audience, drives results, and aligns with your business goals and positioning? The ultimate guide is here. In today’s fast-paced digital landscape, having a strong online presence is crucial for businesses’ marketing and communications positioning. Understanding the basics of digital marketing can be the game-changer for reaching your target audience, generating leads, maximizing ROI, and achieving your business goals.

This guide will walk you through the steps and structure needed to create effective digital marketing campaigns that communicate your brand’s message, showcase your products or services, and drive meaningful interactions with your audience. Get ready to unlock the benefits of leveraging digital marketing with real-life examples, actionable information, and relevant content.

Understanding Digital Marketing Strategy

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Strategy vs Tactics

A digital marketing strategy involves setting long-term goals, planning how to achieve them, and determining the necessary action items and time needed. It is the roadmap that guides all marketing efforts, action items, time, and access towards achieving business objectives. On the other hand, marketing tactics are the specific actions taken to implement the strategy. They should be flexible and adaptable to changing market conditions.

For example, if a company’s long-term goal is to increase brand awareness by 30% in the next two years, their digital marketing strategy might include tactics like content marketing, social media campaigns, search engine optimization (SEO), and action items to achieve this goal.

Having a well-defined strategy ensures that all marketing efforts align with business objectives and action items. It provides clarity and direction for every marketing action taken in the digital space.

Importance in Business

Digital marketing plays a crucial role in increasing brand awareness and driving customer engagement. In today’s digital age, having a strong online presence is essential for business growth and marketing. By leveraging digital channels such as social media, email, search engines, and marketing, businesses can reach a wider audience and target specific demographics more effectively.

For instance, through targeted Facebook ads or Google AdWords campaigns, businesses can tailor their messaging to reach potential customers based on their interests or online behaviors in marketing.

Moreover, digital marketing allows businesses to track key performance indicators (KPIs) such as website traffic, conversion rates, and customer acquisition cost more accurately than traditional methods.

Components Overview

Owned Media

Owned media refers to any online platform or asset that a company has control over; this includes websites, blogs, social media profiles, and marketing. It provides businesses with complete control over their messaging, branding, and marketing. By creating valuable marketing content on these platforms, businesses can establish credibility, build trust with their audience, and nurture long-term relationships with customers.

On the other hand, paid media involves marketing and advertising on various digital platforms such as search engines, social media networks, and display networks. Businesses invest money into paid marketing campaigns to reach a larger audience quickly; this helps generate immediate results. However, careful targeting and budget management in marketing are necessary for optimal return on investment (ROI).

Earned Media

Lastly, earned media refers to publicity gained through word-of-mouth recommendations or mentions by influencers or press coverage in marketing. It’s an effective way for businesses to build trust and credibility with potential customers through marketing without directly paying for it.

Creating a Digital Marketing Strategy

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Setting clear goals is crucial when creating a digital marketing strategy. These marketing goals should be specific, measurable, attainable, relevant, and time-bound (SMART). For instance, a marketing company might aim to increase website traffic by 30% within six months or improve the conversion rate by 15% in the next quarter. Common marketing objectives include boosting brand awareness, enhancing customer engagement, generating leads, and driving sales.

By defining these goals, businesses can align their digital marketing efforts with their overall strategic objectives. For example, if the main goal is to increase brand awareness among a specific demographic group, then the digital marketing strategy would focus on engaging platforms and content that resonate with that audience. Furthermore, having measurable marketing targets allows companies to assess the success of their strategies and make adjustments as needed.

Auditing Assets

Conducting an audit of existing digital assets is essential for any organization looking to develop an effective digital marketing strategy. This involves evaluating websites, social media profiles, email lists, content libraries—essentially anything used in online communication or marketing promotion.

The marketing audit provides valuable insights into what’s working well and what needs improvement or optimization. For example:

  • A website audit might reveal outdated design elements or slow loading times.////////////
  • An analysis of social media profiles could uncover inconsistencies in branding or opportunities for more engaging content marketing.
  • Reviewing email lists may identify marketing segments that are underutilized or potential areas for personalization.

Understanding the strengths and weaknesses in marketing helps businesses make informed decisions about where to allocate resources and which areas require immediate attention.

Buyer Personas

Creating buyer personas enables businesses to better understand their target audience’s motivations, preferences, and marketing. By developing fictional representations based on demographic data and behavior patterns—such as age range, income level, interests—companies gain deeper insight into who they are trying to reach through their marketing efforts.

For instance:

  • A company selling fitness apparel might create personas representing gym enthusiasts versus outdoor runners for marketing.
  • A software company could develop personas for small business owners versus enterprise-level IT managers for marketing. This understanding empowers organizations to tailor their marketing messaging effectively while choosing appropriate channels for reaching different segments of their audience.

Planning Owned Media Campaigns

Person typing on a laptop

Content Marketing

Content marketing involves creating valuable, relevant, and consistent content to attract and engage a target audience. It helps build brand authority, drive organic traffic, nurture customer relationships, and enhance marketing. Businesses can utilize various formats such as blog posts, videos, infographics, podcasts, and marketing to convey their message effectively.

Creating informative blog posts about industry trends or producing engaging videos showcasing product features are great ways to implement content marketing strategies. By providing useful information through marketing, businesses can establish themselves as reliable sources of knowledge within their respective industries.

Furthermore, infographics can visually represent complex data in an easily digestible format for the audience in marketing. Podcasts offer an opportunity for businesses to share marketing insights or conduct interviews with industry experts, adding value to the listener’s experience.

Email Strategies

Despite the emergence of various digital communication channels, email marketing remains one of the most effective ways to reach customers directly. Building an email list is crucial for initiating this marketing strategy. Once a substantial list is obtained, segmenting subscribers based on interests or behaviors enables personalized content delivery for marketing.

Businesses often use email campaigns for lead generation and marketing by offering valuable resources in exchange for contact details. Nurturing prospects through personalized marketing emails tailored to their specific needs fosters trust and loyalty among potential customers.

Moreover, marketing products/services through well-crafted email campaigns can significantly impact sales conversions by directly reaching interested recipients who have shown prior engagement with the business offerings.

Video Utilization

The utilization of video content has become increasingly popular in digital marketing due to its high engagement potential. From product demonstrations and tutorials to customer testimonials or storytelling elements – there are numerous ways businesses can leverage video content effectively for marketing.

For instance, a company selling beauty products might create tutorial videos demonstrating different makeup looks using their products while also highlighting key features and benefits for marketing. These videos could be shared across social media platforms like Instagram or Facebook where they have the potential to reach a wider audience due to increased visibility on these platforms, marketing.

Leveraging Social Media

Platform Selection

When creating digital marketing, choosing the right social media platforms is crucial. It depends on the target audience and business objectives. For instance, if a company wants to reach a younger demographic, marketing platforms like Instagram and Snapchat might be more effective than LinkedIn or Twitter.

Popular digital marketing platforms include search engines like Google, social media networks such as Facebook, video-sharing sites like YouTube, and professional networks including LinkedIn. Each platform offers unique features and targeting options that should align with the overall marketing strategy.

For example:

  • A fashion brand may find success in visually appealing content on Instagram marketing.
  • A B2B company might focus its marketing efforts on LinkedIn to connect with industry professionals.

Content Planning

Effective content planning involves creating a content calendar aligned with marketing goals. This ensures a consistent flow of valuable marketing content across various channels. Content planning also includes keyword research, topic selection, and optimizing content for SEO (search engine optimization).

For instance:

  • If an e-commerce store plans to run promotional campaigns during holidays or festive seasons, it can strategically plan its content calendar around those events.
  • Keyword research helps in understanding what potential customers are searching for online related to the products or services offered by the business.

Engagement Tactics

Engaging with the target audience is essential for building digital presence and driving conversions. Responding promptly to comments, messages, and reviews shows that a brand values its customers’ opinions. Encouraging user-generated content through hashtags or running contests/giveaways can significantly boost engagement levels.

For example:

  • Many businesses encourage their followers to share photos using specific branded hashtags.
  • Hosting interactive Q&A sessions via Instagram Stories or Facebook Live can help in boosting engagement levels.

Significance of SEO

Person using data analytics on phone and laptop

Keyword Research

Keyword research is crucial when creating digital marketing strategies. It helps in identifying the specific search terms that potential customers use to find products or services online. By utilizing tools like Google Keyword Planner and SEMrush, marketers can discover relevant keywords with high search volume to inform their content creation, on-page optimization, and paid advertising campaigns.

For example, if a company sells eco-friendly cleaning products, keyword research might reveal that “natural cleaning supplies” and “environmentally friendly detergents” are popular search terms. This information guides the business in tailoring its digital marketing efforts to align with what its target audience is searching for.

Moreover, understanding the language potential customers use enables businesses to speak directly to their needs through website content and advertisements. By integrating these identified keywords strategically throughout their digital assets, companies can increase visibility and attract more qualified leads.

On-Page Optimization

On-page optimization plays a significant role in ensuring that a website ranks well on search engine results pages (SERPs) while providing a positive user experience. This process involves fine-tuning various elements on web pages such as meta tags, headings, URLs, and image alt text.

By optimizing these components according to relevant keywords uncovered during the earlier keyword research phase—like incorporating them naturally into page titles or within heading tags—companies improve their chances of ranking higher for those specific terms. Creating informative and engaging content around these keywords not only boosts SEO but also enhances user engagement by delivering valuable information aligned with users’ search intent.

Furthermore, optimizing images with descriptive alt text not only improves accessibility for visually impaired users but also provides another opportunity to include targeted keywords related to the business’s offerings.

Link building is an essential aspect of digital marketing aimed at improving a website’s authority and credibility in the eyes of search engines like Google. It involves acquiring high-quality backlinks from reputable websites across the internet through strategies such as guest blogging, influencer outreach initiatives, or creating shareable content that naturally attracts links from other sites.

Quality over quantity is paramount.

Executing PPC Advertising

Campaign Setup

Creating digital marketing campaigns involves defining objectives, selecting target audiences, and determining key performance indicators (KPIs). This means carefully planning the ad copy, visuals, and budget limits. It’s crucial to monitor the setup for optimal results. For instance, if a business wants to increase website traffic through paid ads, their objective would be to drive more clicks or visits.

When setting up a campaign on digital marketing platforms like Google Ads or Facebook Ads, businesses need to consider their target audience’s demographics, interests, behaviors, location, and device type. By doing so effectively it ensures that the ads are shown to potential customers who are more likely interested in the products or services being offered. For example: A local bakery might want to target individuals within a 10-mile radius of its location who have shown an interest in baking-related content.

Targeting Options

Digital marketing requires effective budget management such as allocating resources across different channels and campaigns while monitoring costs and tracking ROI. This ensures that marketing efforts are cost-effective and aligned with business goals. For instance: If a company is running multiple campaigns simultaneously on various platforms like Google Ads and LinkedIn Ads they need to track which platform is generating higher returns on investment.

Budget management also involves adjusting budgets based on performance; this means reallocating funds from underperforming campaigns towards those yielding better results. Effective budget management allows businesses to maximize their advertising impact without overspending.

Essential Tools for Strategy Execution

Analytics Platforms

Analytics platforms like Google Analytics provide valuable insights into website traffic, user behavior, and conversion rates. They help measure the effectiveness of digital marketing campaigns and identify areas for improvement. By utilizing analytics platforms, businesses can make data-driven decisions in their marketing strategies.

For example, Google Analytics offers detailed reports on website visitors’ demographics, interests, and online behaviors. This information helps marketers understand their target audience’s preferences and tailor their strategies accordingly. It tracks the performance of various marketing channels to determine which ones yield the best results.

Marketing Automation Marketing automation tools streamline repetitive tasks and workflows such as email campaigns, social media scheduling, and lead nurturing. These tools save time by automating manual processes while improving efficiency in executing digital marketing strategies.

One popular example is Mailchimp, a platform that allows users to create automated email sequences based on customer actions or schedules. This automation ensures timely communication with potential leads or existing customers without requiring constant manual intervention.

Content Management Content management systems (CMS) play a crucial role in facilitating the creation, organization, and publishing of digital content across various online channels. Popular CMS platforms include WordPress, Drupal, and Joomla – each offering unique features that cater to different business needs.

For instance, WordPress provides an intuitive interface for managing website content along with a wide range of plugins for added functionality. It simplifies content updates while enhancing website performance through its search engine optimization (SEO) capabilities.

Integrating Campaign Components

Multi-Channel Approach

A multi-channel approach is crucial in digital marketing. It involves using various channels like search engines, social media networks, email marketing, content marketing, and paid advertising. This strategy ensures that your brand reaches a wider audience. For instance, if a potential customer doesn’t engage with your brand on social media, they might come across your content through a Google search.

Diversifying your approach by utilizing multiple channels maximizes brand visibility. By being present across different platforms, you increase the chances of reaching potential customers wherever they spend their time online. If one channel experiences a decline in engagement or reach due to algorithm changes or other factors, the impact on the overall campaign is minimized because of the presence on other channels.

Content Gaps Identification

Identifying content gaps involves analyzing competitors’ strategies to find opportunities for unique or improved content. By understanding what type of content resonates with your target audience and where competitors may be falling short, you can create valuable content that fills gaps in the market.

This process ensures that businesses offer something different or better than their competitors. For example, if competing businesses are producing generic blog posts about a certain topic but not creating engaging videos about it, there’s an opportunity to stand out by producing high-quality video content on that subject.

ABM Implementation

Account-based marketing (ABM) focuses on targeting specific high-value accounts rather than casting a wide net over a broad audience. This personalized approach involves tailored messaging and one-to-one communication with key decision-makers at targeted companies.

ABM implementation requires close collaboration between marketing and sales teams to ensure alignment in identifying key accounts and developing personalized strategies for each account’s needs and pain points.

Maximizing Video and Email Marketing Benefits

A video shoot setup

Video Content Strategy

Developing a video content strategy is crucial for achieving marketing goals. It involves defining the objectives, identifying the target audience, and determining key messages. Planning video topics, formats, and distribution channels are also essential components of this strategy. For instance, a company aiming to increase brand awareness might create entertaining or educational videos that resonate with its target audience. A well-executed video content strategy can significantly boost brand awareness, engagement levels, and conversions.

Understanding the preferences of the target audience is vital in creating engaging video content. For example, if the goal is to reach a younger demographic on social media platforms like Instagram or TikTok, short-form videos with vibrant visuals may be more effective than long-form content. By tailoring the video format to suit different platforms and audiences’ preferences better enhances engagement potential.

Furthermore, companies should continuously analyze performance metrics such as views, shares, comments, and click-through rates to refine their strategies continually.

Email Personalization

Email personalization plays a pivotal role in capturing subscribers’ attention effectively. Tailoring email content based on subscriber preferences can significantly improve open rates and click-through rates. For instance, a clothing retailer sending personalized product recommendations based on customers’ past purchases or browsing history can lead to higher conversion rates.

Moreover, segmentation allows businesses to categorize subscribers into groups based on specific criteria such as demographics or purchase behavior. This approach enables companies to send targeted emails that resonate with each group’s interests or needs. By leveraging dynamic content within emails—such as inserting recipients’ names or customizing offers based on their previous interactions—businesses can establish stronger connections with their audience.

Conversion Optimization

Focusing on conversion optimization aims at improving website visitors’ actions towards desired outcomes. Techniques like A/B testing enable businesses to compare two versions of a web page (e.g., different call-to-action buttons) to identify which one yields better results in terms of conversions. Furthermore, optimizing landing pages by streamlining navigation paths and ensuring clear messaging helps reduce friction in the conversion process. Improving website speed is another critical aspect; slow-loading pages often deter users from completing desired actions.


You’ve learned how to craft a robust digital marketing strategy, from understanding its core principles to integrating various campaign components. By leveraging owned media, social media, SEO, PPC advertising, and essential tools, you can maximize your strategy’s impact. Remember, the key is to seamlessly integrate these elements for a cohesive and effective approach. Now it’s time to put your newfound knowledge into action and watch your digital presence soar!

So, go ahead and dive into the world of digital marketing with confidence. With the right strategy in place, you’re poised to make a significant impact in the digital landscape.

Frequently Asked Questions

How important is it to understand digital marketing strategy?

Understanding digital marketing strategy is crucial as it forms the foundation for successful campaigns. It helps in identifying target audiences, setting clear objectives, and selecting the right channels for effective communication.

What are some essential tools for executing a digital marketing strategy?

Tools such as Google Analytics, Hootsuite, SEMrush, and Mailchimp are vital for analyzing data, managing social media accounts, conducting keyword research, and running email campaigns. These tools streamline processes and provide valuable insights for strategy execution.

Why is integrating campaign components important in digital marketing?

Integrating campaign components ensures consistency across different channels and maximizes the impact of each element. When all parts work together seamlessly – like instruments in an orchestra – they create a harmonious experience that resonates with the audience.

How can one maximize the benefits of video and email marketing in digital strategies?

To maximize video and email marketing benefits, create engaging content tailored to your audience’s preferences. Utilize storytelling techniques in videos while personalizing emails to establish connections. Optimize videos for SEO to increase visibility on search engines.

What role does SEO play in a comprehensive digital marketing strategy?

SEO plays a pivotal role by enhancing online visibility through organic search results. By optimizing content with relevant keywords and improving website structure, businesses can attract quality traffic and enhance their overall online presence.

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