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Digital Marketing Strategy

Today’s digital marketplace is becoming more and more crowded and it’s increasingly difficult to stand out amongst your competitors. There is so much to choose from when it comes to online options, so how do you know which place is best for your marketing budget?


The answer sounds simple, but many people don’t have it in place – A good customer focussed digital marketing strategy. Notice the emphasis on customer focussed. Having the component parts of a strategy in place, e.g. email marketing advertising etc. are no good if they are not focussed on and targeted to your customers’ needs. Before you start your campaigns you need to understand who your customers are.

Once you’ve got that, here are 6 key elements of a digital marketing plan that will help you stand out in the crowd.

1. An engaging, responsive website

Your website needs to be more than just a brochure. It needs to be mobile friendly and also encourage interaction. You need to use clear calls to action to direct your clients or customers to take the next step and contact you or order from you.

2. Measured search campaigns

Search marketing is great for quickly bringing customers to your website as long as it’s targeted and measured. Whether you’re using paid search like pay per click / display marketing or organic search options (search engine optimisation) make sure you monitor and measure the results. This will allow you to see what’s successful

3. Email marketing

Regular, consistent targetted emails remains one of the most effective ways to grow a loyal customer base, especially when used with customer relationship management systems.

4. Use Social

Social media levels the playing field. It doesn’t matter whether you’re a large or small business social media can play a huge part in building brand awareness, driving traffic and also providing great customer care.

5. Bring it together with content marketing

A content plan is the most important part of any digital marketing strategy. Use a content calendar to plan, co-ordinate and manage your campaigns. You should include dates and deadlines, topics, details of authors, where you are publishing the content and who is responsible for publishing (this may not always be the author).

6. Measure, tweak, improve

Measuring your progress and the results of your campaigns regularly allows you to see how they are performing. You can see where you need to make changes and calculate the return on investment, which means you can quickly and clearly see what’s working and what’s not. If something isn’t working, change it and measure it again. If it’s still not working, don’t be afraid to stop and go back to the drawing board. If something is bringing good returns, consider tweaking it to see if you can get it to perform better.

If you have a customer focussed digital marketing strategy, it will help you stay ahead in the evolving digital marketplace. As the landscape changes it’s likely you will have to revisit and maybe even change your strategy in some areas, but if you’ve got your strategy already mapped out, you’ll be able to adjust more quickly and stay one step ahead of those that don’t.

If you’d like help documenting or reviewing a digital strategy, get in touch.

as well as preventing your budget from going through the roof.