How to Build a Digital Marketing Strategy

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A digital marketing strategy is an action plan to promote your business on the Internet. A well-developed digital marketing strategy includes many aspects and different strategies that help you reach, engage with, and retain your audience.

Digital marketing is a complicated field with many nuances and strategies, which means that to develop a successful digital strategy, you must first understand the basics.

Set an objective

A digital marketing strategy is an action plan to achieve the goals set by the organization. The objective must be clear and measurable so that it can be evaluated after its completion. It must be precise, measurable and relevant. Setting a goal will help you avoid the pitfalls of getting lost in your digital marketing strategies.

A well-defined goal will provide clarity on what needs to be done, what is the purpose of doing it, and when you need to complete it. It will also help you evaluate your digital marketing strategy after its completion.

A goal must be specific enough to be measurable. It should also define the end results and what needs to be done to achieve them.

Assess your existing digital marketing presence

A digital marketing strategy is the process of planning and executing an intentional course of action designed to facilitate a company’s goals with respect to its online presence. Digital marketing encompasses all aspects of internet marketing, including website design and development, Search Engine Optimization (SEO) Strategy pay-per-click advertising, email marketing and social media.

The process of evaluating your digital marketing strategy is quite simple. The first step in the process should be to perform a digital audit. This will involve a review of your company’s current online presence and activities, as well as a review of your competitors’ digital marketing activities.

The second step should be to develop a strategy based on the results of the audit. This involves setting goals and objectives, as well as determining how your business will measure success.

The third step is to implement the strategy, and the final step is to track your progress and make any necessary adjustments.

Understand the digital sales funnel

Understanding the sales funnel is key to digital marketing. Understanding how consumers move during a typical purchase can be helpful in understanding what content needs to be created and where it needs to go. The consumer journey is called the sales funnel.

The typical customer journey process begins with awareness and can extend to the consideration, purchase decision, or post-purchase phases.


The awareness phase is the first stage of the sales funnel. During this stage, consumers learn about your brand and what it offers them. This can be through advertising or word of mouth.


Once a consumer learns about your brand and what it offers, they can start considering their options. They can research the product or service, or talk to friends and family about their options. This is the first stage in which the consumer could be influenced by your brand, so it is important that you make a good impression here.


This is the stage during which the consumer makes his decision. They compare your product or service to those of your competitors and make a choice about what to buy.

Create buyer personas

A buyer persona is a fictional representation of your ideal customer. It includes the demographics, interests, and behaviors that matter most to them.

The goal of building a buyer persona is to create an understanding of the customer, their needs, and their wants.

Buyer personas are used to create a brand personality for your business and develop targeted marketing campaigns aimed at specific segments.

There are two types of buyer persona, a business persona and an individual persona.

A corporate persona is used to develop your brand personality and create messages that resonate with customers. Individual personas are created for each customer segment you identify.

The most important part of building a buyer persona is getting real data from real customers. Survey them, quiz them, and find out what they like about your business and what they don’t.

Once you have a good idea of ​​who your buyers are, you can use this data to create messaging and content for each specific segment.

Locate your customers in the funnel

Locate your customers on the funnel. Knowing where they are in the buying process will help you know how to market to them accordingly. For example, if a customer is looking for information about your product, you’ll want to market your content in a way that appeals to the customer at this point. If they’ve bought from you before but keep coming back for some reason, you might want to market your product in a way that appeals to them at this point.


  1. Consider the customer’s journey to purchase and where they are in that process when marketing to them.
  2. Use your content to help them move forward in the buying process.
  3. Use your content to help them make a repeat purchase from you, when appropriate.


It’s a great way to make sure your content is relevant to the customer and also helps you focus on what they want.

Create a content plan

A content plan is a document that describes how the strategy will be implemented. It includes topics, goals, and desired outcomes. The most important elements of this document are the objectives and the measures to be taken. You should set goals for each content topic you plan to tackle. These goals should be SMART: specific, measurable, achievable, realistic and timely (SMART).

Content goals should be specific and measurable. They should include a goal for how many people will see the content, what type of response you expect from them (like comments or shares), and how you will measure that response.

Analyze the results

Analyzing the results should be a key part of any digital marketing strategy as it will allow the business to see which parts need improvement.


Finally, as part of your digital marketing strategy work, be sure to keep up to date with the latest trends and developments. And if you ever get stuck on a problem that seems unsolvable, consider looking for your answer in the past.

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