Digital Marketing Strategy

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What is a digital marketing strategy?

Think of your digital marketing strategy as a blueprint for all your online activities. More specifically, it is a set of tactics you use to attract customers, communicating via a variety of channels and methods. Key elements of the digital marketing strategy are:

Content Marketing

involves creating engaging content. It should aim to solve a particular challenge your audience is facing.

Social Media Marketing

the perfect complement to your content marketing efforts. It helps you boost your brand’s visibility and extend the reach of your content.

SEO

the process through which you optimize your website. The goal is to increase your chances of ranking high in search results for the keywords that matter most to your company.

Search Engine Marketing (SEM)

a type of paid advertising helping you get additional traffic. It works by targeting people who search for keywords related to your products and services.

Email Marketing

a powerful tool for generating new leads and nurturing them with high-quality content, so that they become paying customers.

Digital PR

it takes traditional PR into the 21st century. It leverages the power of web with the goal of boosting brand awareness and attracting quality traffic to your website.

The Digital Marketing Strategy Includes

What Our Digital Marketing Process Looks Like

Crafting an effective digital marketing strategy can take some time and resources. However, it’s the right approach, the alternative being wasting time on random campaigns with little to no results. Here’s how we’ve optimized our processes, so as to ensure you get the highest ROI.

Initial Research & Analysis

At this initial stage, we learn the specifics of your business and industry, your stronger and weaker points, and most importantly, who your audience is. We also develop an idea which might be the best marketing channels to target to best reach your business goals.

For our efforts to bring the biggest results, we’ll also request a full brief on your past marketing activities. This would allow us to assess their performance and keep these findings in mind when building your new digital marketing strategy.

Buyer Persona Development

Each business that is serious about online sales must develop their buyer personas to avoid scattering away its marketing budget.

Whether you will be focusing primarily on SEO, social media, content marketing, or all of them, building a buyer persona helps you target the people most likely to become your customers. Simply put, buyer personas are profiles of your ideal customers. Negative buyer personas, on the other hand, are people who might resemble your ideal customers but are actually costly or time-consuming to convert.

Buyer’s Journey

The customer’s decision to buy a product or service is envisioned by marketers to be a process called the buyer’s journey. It is typically divided into several stages. While the exact number of stages and the time it takes to complete them varies based on the type of business, there are generally at least three stages a customer goes through before purchase:

  • Awareness Stage

    The buyer gets to know and realize that they have a particular problem that has to be solved

  • Consideration Stage

    The buyer is looking for particular products or services which can help them solve their problem;

  • Conversion Stage

    Based on the information obtained through research, the buyer makes a final decision and selects a product/service provider.

Creating a Detailed Action Plan

After the initial analysis, the development of the buyer persona and the buyer journey, it’s time to summarize all findings and use them to create a detailed action plan.

The action plan we’ll share with you will include a prioritized step-by-step strategy for each marketing channel we think you should use, plus a budget for each activity. The priorities are aligned with your project and business goals, ensuring that you have an overview of how our efforts will lead to the results you anticipate.

Execution

After we get your green light on the action plan, we’ll proceed to the execution stage.

At this point we’ll break the action plan into multiple tasks. The project manager is responsible and accountable for the performance of each tasks, while their execution is assigned to different teams. We have a content team, a social media team, SEO experts, designers and developers all working together towards realizing your digital marketing strategy.

Analysis, Reporting and Optimization

We’re adamant believers in constant analysis and reporting--and not just because we want to prove the value of our efforts.

In-depth analyses and reports allow us to get a good look at our past efforts. That’s how we can identify what went well and what didn’t. Based on these findings, we can tweak and optimize the strategy for even greater ROI.

We’ll send you KPI reports on a regular basis, so you can easily see how our strategy affects your bottom line.

Digital Marketing Best Practices

Have clearly defined goals

Too many businesses approach their digital marketing strategies somewhat haphazardly. They know they need to be online, but they don’t define their business goals clearly.

This not only leads to subpar results, but can doom your entire digital marketing strategy going forward. Without clearly defined goals, which should be the foundation for every strategy, your consecutive efforts cannot be optimized and directed on a clear path.

Take the time to know your audience

Building great content and using clever marketing approaches is bound to lead to some results. However, failing to take the time and understand your audience can often backfire and cause you to waste resources.

Knowing your audience, on the other hand, can help you tailor your campaigns to maximize the likelihood of attracting the visitors most likely to become customers. What does it mean to know your audience? This has a lot to do with the findings from your buyer persona research. At a minimum you should have a basic demographic profile of your audience, as well as understand what their most pressing challenges and most central interests are.

In data we trust

Developing a buyer persona is certainly a must, but sometimes even the most detailed analysis can fail to provide you with all the insights you need. Perhaps there is an untapped opportunity in a given audience segment, but you’ll never find out unless you adopt a data-driven marketing approach.

Though it may sound complex, a data-driven approach can be as simple as creating a lookalike audience on Facebook, using the platform’s data insights to create an audience most likely to share commonalities with your own.

Always aim to provide value

Online users have gotten smarter and pickier about the type of content they choose to consume and the brands they associate with. This means that some of the cheap tricks that were known to work in the past are likely to yield less and less results.

Instead of bombarding your audience with generic content hoping to get noticed, you should craft campaigns providing real value. Treat your audience with respect, and people will respond accordingly.

Best Practices Image

Frequently Asked Questions

  • Can I do digital marketing with a small budget?

    Absolutely. Digital marketing is suitable for all sorts of budgets, but you’ll also have to adjust your expectations based on the resources you’re willing to invest.

    For companies with a small budget, we usually recommend focusing on one or two marketing channels. This approach usually produces a more visible impact, rather than distributing the small budget over many different channels.

  • How long before I see results?

    The answer to this question depends on a number of factors, among which are the market your operate in, your industry, your budget, the channels you use, and many more.

    For example, paid advertising may yield immediate results, while SEO generally takes longer - sometimes months or even a year. However, how quickly you see results shouldn’t be the only factor in your decision on which marketing channels to use.

    While paid advertising can quickly boost your bottom line, it will just as quickly fail to bring any revenue once you stop investing in it. SEO, on the other hand, is slower and often harder, but then the results you get continue to affect your bottom line for a long time, so the initial investment more than pays off. In general, we recommend a healthy mix of several channels which complement each other and ensure you get a steady stream of traffic and leads to your website.

  • Does digital marketing work for a B2B business?

    Digital marketing works for any type of business and industry, and we know that from first-hand experience. We have worked with clients whose entire source of leads and revenue was generated using digital marketing.

    Most people spend a huge chunk of their time in the digital space, which means that your business can reach them online. Naturally, the strategies you must adopt will differ based on whether your business is B2B or B2C, but you shouldn’t be afraid to try digital marketing even if you are in a niche industry.

  • How can I pick the digital agency that’s right for me?

    This is a tough one. The market is saturated with people offering digital marketing services, making it even harder to choose.

    One thing we recommend is to look at the agency’s case studies and what it has done for previous clients. Companies that claim to have years of experience but have nothing to show are probably best avoided.

    Another factor to consider is how transparent they are in the pricing. A good digital marketing agency will provide you with a detailed breakdown of each activity, how it’s expected to affect your bottom line, how long it will take and, of course, how much it costs. Be on the lookout if a company promises results but shies away from showing how exactly they’re spending your marketing budget.

    Finally, you should also pick a digital marketing agency which offers detailed reporting on their efforts and progress, so you can measure if you are getting the ROI you expect.

Case Studies

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Pratte International

At Pratte International, we offer a unique way to learn how to improve your ski performance. From Olympic hopefuls to racers, adults and families who share a passion for the sport.

What we did for them: full case study
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