What is Digital Marketing Strategy?


Everyone, these days, are talking about Digital Marketing & Digital Marketing Strategy. What on earth are these? Why is everyone so obsessed with Digital Marketing Strategy? We’ll, let’s answer this question once and for all.

Let’s start it by understanding, what is a Marketing Strategy? Marketing Strategy is a process of obtaining, retaining, and re-targeting your customers for your business. It’s a detailed & lengthy process of generating leads, converting them to clients & and re-target them to make them repeat clients.

Similarly, the process of everything we do online to get this cycle of  process, i.e., Generate Leads, Convert it to Clients, Re-target to make them repeat clients is Digital Marketing Strategy.

Digital Marketing Strategy is for the digital world, i.e., everything on the internet. You may already have a Digital Strategy in place, and quite possibly, it’s working for you at this moment. However, this strategy needs to be updated/modified in order to match the speed of people gaining access to the internet. Since every new user on the internet is a potential client. Now, we have to modify the strategy based on multiple parameters, viz., age group, user location, user interests – likes & dislikes, etc.

As per Google. almost 4.57 billion people were active internet users as of April 2020, this is 59% percent of the global population. India, China and USA have the highest number of internet users in the world.

With these many users on the internet and their will to spend money online you have to be 1 step ahead of everyone at all times. More so, post-COVID19 era will largely  be dependent on Digital Strategies. Keeping in mind the social distancing.

How to build a Digital Marketing Strategy for your Business?

Understand who your Clients are and what do they want?

First and foremost, you need to understand who your clients are. This means, understanding your client’s need, what they like, how they like it, and when they like it. Once you have your finger on this pulse, you can tweak the messaging for different client base.

Recognize your Goals

It is crucial that you recognize your marketing goals. It is you who needs to figure out what your goals are. Is it just to generate leads or maybe increase your sales or maybe widen the reach in your area. Be very precise and articulate while defining your goals.

Building on Digital Marketing Strategies

This can be divided in to 3 sub-sections:

  • Earned Media
  • Owned Media
  • Paid Media

Earned Media

Earned media is basically online word of mouth, usually seen in the form of ‘viral’ posts/videos, mentions, shares, retweets, reviews, recommendations, or content picked up by 3rd party web sites. One of the most effective driving forces of earned media is usually a combination of strong organic rankings on the Search Engines.

While working on the Digital Strategy for Earned Media, think about what is the best of the best of your business, maybe, your work culture or your employee satisfaction score. Or maybe even as small as a Facebook post that has thousands of likes and share because of it’s content. Use that to your advantage. Let people know about your products, let them speak about you and share and retweet, etc.

Owned Media

All the Digital Properties that you own is your Owned Media. This includes things like blogs, social media profiles, a website, twitter account, Youtube Channel, etc. Invest time in building your properties as a brand. People should recognize you by your brand.

Paid media is a good way to promote content in order to drive earned media, as well as direct traffic to owned media properties. Paying to promote content can help get the ball rolling and create more exposure. Social Media sites like Facebook, Twitter and LinkedIn offer advertising that could potentially help boost your content as well as your website. Another way to gain more exposure for your content is to pay influencers to rep your products or services, impacting the reach and recognition your pieces receive

Create a Plan

The next step will be to start creating your marketing plan. This is the what & how of the plan. It is here that you spend your time planning for – What to do and How to do things in order to attract maximum people to your properties. This may include, what are you going to post on your social media platforms? Maybe a new Video on YouTube. Or even a blog on your site. Identify your customer’s need and deliver accordingly.

And that was it. Hope after reading through this article, you gained some insights and are now itching to implement your ideas for the growth of your business.

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