Guide to Create a Digital Marketing Strategy

Digital marketing strategy explained
Creating an Effective Digital Marketing Strategy

Your business online presence needs to grow; you know that. Your customers are looking to find you online, so the first step is to create a digital marketing strategy to boost your online presence and attract them. Having the right web marketing strategy is important to your business and important for your personal brand.

By driving targeted traffic to your website, your business will get more qualified leads, increasing the rate of conversions.

What is a digital marketing strategy, and what do you need to do to create one?

This article will give you enough information about a digital marketing strategy and what you need to develop an effective digital marketing plan. Though you might find some information confusing, keep in mind that we are here to help your online business presence. Feel free to check our online marketing services to discover the many ways we can assist you in growing your business.

You can contact us via the online form or call us at +357 99762835 to talk with our team of online marketing strategists!

2021 is bringing a lot of new opportunities for online businesses. Do you want to know all about these new trends and opportunities for your marketing campaigns? Visit our blog with the link below!

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What is Digital Marketing?

Digital marketing, also known as online marketing, refers to the use of digital advertising channels to introduce products to potential customers. These digital advertising channels include email, social media and web-based advertising, as well as text and multimedia messaging.

What a digital marketing strategy is?

A digital marketing strategy holds various online channel actions aiming to bring to your web business the traffic it needs to accomplish business goals. It is also the key to making sure you are reaching the right audience. The action plan involved in a digital marketing strategy helps you create and execute a successful online marketing strategy.

A digital marketing strategy holds various online channel actions aiming to bring to your web business the traffic it needs to accomplish business goals.


If you’re a professional brand, you need to have an online strategy. The Internet is a powerful channel that is going to affect your business in a very positive way.

Your business has its own needs as well as those of your competitors. They have their own objectives. Because of this fact, your online marketing strategy got to be unique. There are no two online plans for marketing alike.

There is a combination of different tactics which should work together to reach your business’s own goals thru a unique strategy.

These three types of goals are must-haves if you want to build a strong online marketing strategy:

  • Short term digital marketing goals.
  • Medium-term digital marketing goals.
  • Long-term digital marketing goals.

The more opportunities for testing your digital marketing strategy’s progress, the better chances you will have to make better-educated decisions to increase the investment return. A short-term plan can work as a milestone toward the medium-term goals, which also can determine the approach to the long-term goals.

What are the strategies of digital marketing?

Digital marketing strategies are based on the three pillars of digital marketing: data, technology, and people.

By each other, each pillar represents different purposes, so working with them individually is not the right approach. But when you combine them, you can create solid foundations for a digital marketing strategy’s success.

Let’s begin by discussing the different types of marketing strategies and how to choose the right one for you or your organization.

What are the 4 types of marketing strategies?

The 4 types of marketing strategies are:

  • Market Penetration Strategy.
  • Market Development Strategy.
  • Product Development Strategy.
  • Diversification Strategy.

These marketing strategies respond to a common goal: to maximize revenue from the products and services offered. In online marketing, these 4 types of marketing plans work towards the same goal, only that this time for the internet audience, preferably.

Your business’s marketing plan should get organized based on the channel you want to engage your clients. Understanding that an online audience does not necessarily behave the same as a traditional consumer. You need to establish clear and realistic goals for each audience and then build a marketing plan around those goals.

What are the most effective marketing strategies?

Marketing strategies effectiveness is not an exact science. Some marketers think their marketing tactics are so effective that they can’t be replaced, but research clearly shows that a marketing campaign is just as effective as your goals reached for the business.

Yet, some indicators show how effective your marketing efforts are!

Building your marketing campaign needs to start involving these 10 factors to get the most out of your marketing efforts:

  • Your content should educate your audience about your products or services.
  • The message sent should be personalized
  • Base the strategy of your marketing campaigns on data.
  • Perform market research.
  • Your marketing content got to be updated
  • Syndicate your content on relevant online channels to your business
  • Diversify the type of content in your marketing strategies. (videos, audio, images, etc.)
  • Include Livestream when possible.
  • Local SEO is a must-have in your marketing plans.
  • Create a well-structured email marketing campaign.

When you focus on creating marketing strategies and making them effective, you end up with much better results than when you only focus on marketing strategies.

From now on, in this article, you will get into building up your digital marketing strategy and then you will learn how to measure the results.

Learn to create a digital marketing campaign in 4 simple steps.

Guide to create a digital marketing strategy
Four Steps to Create a Digital Marketing Strategy

At this point in the article, you know what a marketing strategy is and how it differs from online digital marketing. It’s time now to start building your digital marketing strategy from the ground up.

The process is basically to put together what you learned above and then come up to pursue. Continue with your reading to know exactly the steps for creating a digital marketing plan in four steps:

1 Create Buyer Personas

An online digital marketing campaign’s success relies on a strong relationship between your brand and your prospects. Your prospects are your target audience and the most important aspect of your campaign, making it key for identifying them. You won’t have a successful marketing strategy without creating your buyer personas.

An effective way to understand who is inside your target audience is to create buyer personas.

Your buyer personas are individuals interested in buying your products or services.

There are not many buyer personas interested in products or services for a lot of businesses. Because of this fact, you need to identify and create those buyer personas for your business. Creating a buyer persona will be the key to understanding your audience’s interest and how to present to them your products or services.

The more detailed and accurate your buyer persona is, the more effective your marketing strategy will be. Do you want them to like your products? then you need to know them to offer them your products in the best possible way.

Here is the process for creating buyer personas

Creating Buyer Personas to only profile your buyers provides you with too little value. Your buyer profiles need to tell you the buyer’s preferences, objectives, and questions for each step in your buyer personas’ journey.

Don’t get confused when you see the term “customer avatars” because buyer personas are also called that way in online marketing.

Your buyer persona is a realistic representation of your current clientele. This means that you will pull the information from your buyers’ data to build your buyer personas. The data got to be real, for you don’t want to create your buyer personas based on guessing about your audience.

The first step for creating your buyer persona:

Demographic data.

  • Country/City/Location
  • Age
  • Income
  • Job

Personal Information.

  • Full name
  • Gender
  • Education
  • Goals
  • Difficulties
  • Hobbies
  • Interest
  • A short bio

You need to include a “what can we do” area for your buyer persona so you can be more effective in processing the message to market it to this persona. This will help you shape your strategy and reveal the right channel to reach your buyer personas.

Here is a lovely takeaway to help you create the buyer personas:
How to Create Detailed Buyer Personas for Your Business [Free Persona Template]

2 Set realistic goals

Creating a marketing campaign and not knowing what to expect from it makes no sense and costs money. You must have goals from the start if you plan to create a marketing campaign.

There are three types of goals for you to focus on in marketing campaigns:

  1. Short-term goals.
  2. Medium-term goals.
  3. Long-term goals.

Remember, each goal should be aligned with the overall business goal. For example:

More conversions, more leads, more downloads, more sharing, etc. All these goals should work together with your business goal once achieved.

The anatomy of your marketing campaign goal should look like this:

  • What is your marketing goal
  • Estimate the time for reaching the goals
  • Tools for measuring the goals’ achievement

Now is the time for you to get S.M.A.R.T when setting up your digital marketing goals.

S.M.A.R.T is an acronym that stands for Specific, Measurable, Achievable, Realistic and Timely. No, I wasn’t funny about it. Was I?

Specific: Because each goal got to be precise on what you need to achieve. No vague or imprecise goals. forget about things like “more sales,” go for specifics like “2000 new sales.”

Measurable: If you set goals and you don’t measure what you’re actually accomplishing, it’s going to fall flat. If you set a goal like “2000 new sales,” you can see if your camping reached that goal with the right analytic’ tool.

Achievable: Here is the core of being realistic about your goals. The industry and frustrated business owners are proof that too many marketing campaigns are built around unrealistic goals. Setting a goal of “2000 new sales” is not realistic if it is impossible to do for your business. Focus on realistic goals based on your business potential.

Relevant: Here is the alignment part of being S.M.A.R.T with your marketing strategy’s goals. Your strategy for marketing has to relate 100% to what you want to achieve with your business. It would help if you match your goal with your campaign type. For example, you want more email subscribers, but you are not running an email campaign!

Timely: This refers to the accomplishing time of your goals. It is this timeframe that you need to work in, not before, not after. Once you set your marketing campaign goals, you need to set the time. Deadlines help you keep your campaign organized and allow you to audit them for future references and avoid mistakes.

Now is the time for you to get S.M.A.R.T when setting up your digital marketing goals.

S.M.A.R.T is an acronym that stands for SpecificMeasurableAchievableRealistic and Timely. No, I wasn’t funny about it. Was I?


3 Audit current marketing efforts

Online marketing represents an essential branch of your outreach strategy. Auditing your current marketing campaigns can be a valuable source of insights to build a new marketing program. At this point, we will review a simple step-by-step guide for auditing an online marketing campaign. This is important because it will help you discover strong areas in your campaigns and weak ones that need your attention.

Not sure where you need to start the audit? No worries, we will show you the exact way to start the audit.

To start, you need to check the three types of media your website has: earned, owned, and paid

What is earned media?

Earned media includes any form of content that you get for your online business. The type of content that you didn’t have to pay to get or you created yourself.

Also called “earned content,” this publicity comes as a result of promotions and marketing efforts.

It can involve articles, reviews, and recognitions that you should have to pay for, but instead, you earned it.

The importance of auditing your earned media is to discover areas in your marketing campaigns that you can improve to earn more media.

What has owned media?

Owned media involves the media you own. The type of media that has your brand name in it or the media you created. For example, social network profiles, blog posts, websites, and graphics your team creates.

Using your owned media, you can analyze your current marketing strategy working toward your business’s goals. Your goal includes 2000 new sales; the camping is set to run for 6 months; are your buyer personas buying? Only reading your posts? are they engaging as expected?

As you can see, critical is the important of auditing your owned media because it will give you the chance to correct and improve to increase the effectiveness of any marketing campaign.

What is paid media?

The explanation needed here is little. Google ads, Facebook ads, and other paid advertising types you use to bring business to your website are called paid media.

Paid media is also how too many businesses lose money because they don’t create an effective paid advertising strategy.

When paid advertising represents the way you bring business to your website, you need to audit these paid ads campaigns to expose their results versus the investment. Don’t you want to know if your current paid advertising is really working? We can help you audit it.

You want to understand what is working and what is not. There you might find gaps in your campaigns, spots for more content, design elements to improve the user experience, and even ways to increase your organic ranking on search engine result pages.

Let us help you perform an in-depth audit of your online marketing efforts to discover what is working the best and not.

4 Budget your marketing plan

After creating your buyer persona, setting your goals, and auditing your online marketing campaigns, it is time to budget your next marketing effort.

The budgeting process starts by gathering and collecting information about the resources you have to work with. The best advisable way is to set a separate budget for each online marketing campaign. By having the marketing budget segregation, you have more control over the execution processes and how much you can invest in each marketing campaign.

Having only one budget for all your marketing campaigns will lead to a disparity in resources needed for one specific marketing tactic.

Mentioning the budget also brings the need to mention other resources. Human resources involved is one of those, for you need to know who are the key role players in the execution of your online marketing campaigns.

Tools are another important resource for marketing campaigns.

These are some free tools that you can use to measure your marketing campaign:

  • Google analytics.
  • Google Search Console.
  • Google Tag Manager.
  • Facebook Pixel.

It would be best to explore other tools to determine the need for them in your online marketing strategies execution.

The budgeting process starts by gathering and collecting information about the resources you have to work with.


Now is your turn to start creating a digital marketing strategy action plan!

You made it thru here, which means you want to grow your business, but it will not be possible without an effective online digital marketing plan. It is time to keep your business on track and be more competitive.

At SPEED, we sum more than 10 years of experience building internet marketing strategies to bring more clients to our clients’ doors. The moment you consider you need help creating your custom digital marketing strategy, contact us or give us a call at +357 99762835, and we team up to help you create, launch and manage your online marketing strategy.

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