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Building a Digital Marketing Strategy that Works

Your digital marketing strategy is the series of actions that are going to help you achieve your goal(s) using online marketing. In simple terms, a strategy is just a plan of action to achieve a desired goal, or multiple goals.

In an ever-changing digital landscape, success in business can often depend on what you do (or don’t do) in terms of marketing your company online.

To be effective with your digital marketing efforts, you will need a strategy. From SEO to content marketing, analytics and social media – all channels should be geared towards a common business goal. This is is done by knowing where to start and figuring out what would have the biggest impact in regards to completing an identified business goal.

Firstly, you need to know the difference between a digital strategy and a digital campaign. Your digital strategy is the series of actions you take to help you achieve your overarching marketing goal. Your digital marketing campaigns are the building blocks or actions within your strategy that move you towards meeting that goal.

It’s important to note that even if a campaign runs over the course of a couple of years, it doesn’t make it a strategy – it’s still a tactic that sits alongside other campaigns to form your strategy.

Building a Strategy That Works

  • Build Your Buyer Personas – Any marketing strategy requires that you know who you’re marketing to. The best digital marketing strategies are built upon detailed buyer personas, and your first step is to create them.Buyer personas represent your ideal customer(s) and can be created by researching, surveying, and interviewing your business’s target audience. Ensure that this information is based upon real data, as assumptions about your audience can result in inaccurate decisions regarding your marketing strategy.


  • Identify Your Goals & the Digital Marketing Tools You’ll Need – Your marketing goals should always be aligned with the fundamental goals of your business. Whatever your overall goal is, you must ensure that you measure it, and more importantly, actually be able to measure it by having the right digital marketing tools in place to do so.How you measure the effectiveness your digital strategy will be different for each business and dependent on your goals. Being able to define these goals is vital as it will ensure the ability to define and track metrics for future optimisation of your strategy.
  • Evaluate your existing digital marketing channels and assets – It is helpful to first consider the bigger picture to avoid getting overwhelmed. It is easier to categorize the digital assets or channels into owned, earned and paid media frameworks. Owned media refers to the digital assets literally owned by you. Earned media refers to the exposure you’ve earned through word-of-mouth. Paid media refers to any channel that you spend money on to catch the attention of your buyer personas.Once you evaluate these, you are in a position to determine what is possible and what is not in regards to your business. It is vital to be completely honest when determining the value of these channels for your digital marketing strategy.

  • Bring it all together – At the heart of your digital marketing strategy should be your owned media, which pretty much always takes the form of content. Everything your brand says is your content. To build your strategy, you need to decide what content is going to help you reach your goals. Whether it is to generate more leads than last year or rank higher on search engines.Evaluating your previous earned media against your current goals can help you get an idea of where to focus your time. Look at where your traffic and leads are coming from and rank each earned media source from most effective to least effective.The idea here is to build up a picture of what earned media will help you reach your goals, and what won’t, based on historic data.You also need to evaluate your existing paid media across each platform to figure out what’s likely to help you meet your current goals. By the end of the of the process, you should have a clear idea of which paid media platforms you want to continue using, and which if any you’d scrap.All these working together will bring your digital marketing strategy together. If you need professional advice on creating an effective strategy for your business – speak to us. We here at Brains World can help you plan for success.
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