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  • John Bayliss

How To Make A Digital Marketing Strategy

Updated: Apr 25


If you run an online business, you’re probably constantly looking for new ways to optimize your digital marketing strategy. Look no further. Today, we’ll discuss some of the most effective strategies for meeting your unique business goals.

Create A Realistic Framework

First things first when it comes to putting together your digital marketing strategy: planning and lots of it. Your strategy should include:

  • Content mapping

  • Editorial calendars

  • Timelines

Your strategy aims to establish realistic outcomes while leaving room for uncertainties. Strategy goals vary depending on your business, so it’s essential that you use key reinforcement indicators (KPIs) relevant to those outcomes.

Otherwise, you risk veering away from those goals and causing miscommunication across your team. To minimize this risk, base your framework on reliable metrics and make it as simple as possible.

Identify KPIs At The Outset

The first phase of strategy development is the most crucial because the decisions you make early on will determine what direction you go in. When making these decisions, it’s important that you understand what your end result is, which requires focusing on the right metrics. Ask yourself:

  • What KPIs are related to your goal?

  • What are you measuring, and how does it improve the user experience?

  • How often do you need to report or monitor these metrics?

It’s important to remember that data isn’t just numbers; it’s people. Your traffic numbers tell a story, and, like a detective, you must find it. You need to possess an intuitive understanding of human behavior, and that will come as you gain more experience. Once you have that, you’ll begin to see clear patterns in the data that impact your return on investment (ROI).

Build An Effective Funnel

The sales funnel is the step-by-step outline of each phase of a buyer’s journey. Each phase of the funnel is meant to move the audience closer to becoming loyal customers. Most importantly, each phase corresponds to certain kinds of content:

  • Conversion: Blog posts, case studies, quizzes

  • Retention: Exclusive offers, whitepapers, emails, contests, surveys

Outreach is the widest end of the funnel, and it’s where you capture new traffic. The best digital marketing strategies aim to bring the funnel to the customer rather than trying to lure them to it.

Your point of outreach has to be highly engaging to make this work, so focus on building a relationship with your customers first. If the funnel is working as intended, the sales will follow.

Envision A Clear Path

From the start of your planning, you should have a clear direction for where you want your content to move in accordance with traffic and overall engagement. You must make sure each phase of the funnel serves that original vision.

This also requires you to be willing to return to the drawing board if it becomes clear that something in your framework isn’t working. Devise your expected results and compare them to the actual results.

No plan is perfect, so you should be regularly tweaking your strategy to maximize conversion and engagement.


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