Complete guide to creating digital marketing strategies (with examples)

People are spending more and more time on the internet, so this is the perfect way to find new customers and boost your business. It is estimated that digital ads can increase brand awareness by up to 80%, and of course, this also helps you increase your sales.

To genuinely capture the attention of Internet users, you need to design a digital marketing strategy. Next, we show you what it is, what actions it requires, how you can carry it out, and some examples. How To Do Digital Marketing?

How to make a digital marketing strategy in 2022

What is a digital marketing strategy?

A digital marketing strategy is the planning of certain steps to reach defined objectives, through online media, which entails aspects such as the creation and dissemination of content through websites and social networks, and the management of emails and blogs, in other aspects.

With everything digital marketing encompasses (SEO, content marketing, analytics, etc.), it can be overwhelming to decide where to start and, most importantly, choose what will benefit your business the most. For digital marketing to be effective, you need a strategy that is activated in campaigns.

Here is a list of the most common digital marketing strategies.

digital marketing strategies

1. Focus on search engines
2. Email Marketing Segmentation
3. content marketing
4. social media management
5. Use of landing pages
6. Advertising with allies
7. Mobile apps

1. Focus on search engines

It integrates two strategies to generate different types of traffic: organic and paid. The first is search engine optimization (SEO) . It consists of configuring a brand’s site, especially its blog section, with keywords that Internet users use in search engines. The goal is to appear at the top of the results page and have more organic visits from there.

The second is more focused on sales: it is search engine advertising (SEM), which is based on advertisements for a brand’s products or services, which appear at the top of search engines when users type certain words or phrases. This is charged based on clicks on the ad and other standards. 

2. Email marketing segmentation

Email marketing requires targeting a specific segment because it is likely that a single type of email will not be interesting to the entire database. Divide according to your age, gender, interests, and location, among others. Similarly, it is favorable that prospects, subscribers, and frequent customers have their own content.

3. Content Marketing

Generate valuable content that provides a solution or knowledge to your target audience; Get users interested in your brand according to the inbound marketing methodology. It is also essential that you connect your publications with the other platforms on the web; For example, to the description of an image on social networks you can add the link of your website, just as on the website you can add buttons that redirect to your social networks or a share button in an article.

4. Management in social networks

Advertising and marketing on social networks are one of the keys to a digital marketing strategy, so use this valuable tool to promote your products or services. The same platforms include the section for creating advertising campaigns and performance analysis.

5. Use of landing pages

Making a landing page or landing page will make it much easier for users to share their contact information (name and email mainly) without distractions, through a form. This way you will achieve more conversions, either by purchasing products, quote reports, subscriptions to newsletters, registering for a course, and other offers. 

6. Advertising with allies

It is when brand associates with third parties to create new spaces to promote its products. For one, you can pay other sites to place your banner ads on them; One of the most popular platforms is the Google display network. Another effective option is the collaboration of influencers to show your products on their social networks.

7. Mobile applications

Many brands have gone a step further to better serve their customers by creating their own mobile app. With it, they provide them with exclusive options and services from the comfort of their phone, while serving as an effective marketing medium.

How to create a complete digital marketing strategy

1. Develop your buyer personas.
2. Identify the digital marketing goals and tools you will need.
3. Evaluate your existing digital marketing channels and materials.
4. Plan the content and advertising of your own media.
5. Plan the content and advertising of your earned media.
6. Plan the content and advertising of your paid media.
7. Unify all actions.

1. Develop your buyer personas

For any marketing strategy (whether online or offline), you must know who you are targeting. The best digital marketing strategies are configured from specific buyer personas and, therefore, creating these profiles is the first step you must follow. Need help? Explore our free buyer persona builder!

Buyer personas represent your ideal customers and can be created through market analysis, research, surveys, and interviews with your company’s target audience. It’s important to note that whenever possible, this information should be based on real data, as speculating about your audience can lead your marketing strategy in the wrong direction.

To get a complete picture of your ideal consumer, your research group will need to cover a mix of customers, prospects, and people not in your contact database who match your target audience. 

But what kind of information should you include in your own buyer personas to plan your digital marketing strategy? That depends on your business and will vary if you have a B2B or B2C company, or if your product is high or low cost. Here are some suggested starting points, but you can modify them according to the needs of your company.