Digital Marketing Strategy

What is digital marketing strategy? 

Ideally, it helps you to communicate your product benefits online to the potential customers that most need it, in language that resonates with them.

The key is to communicate those benefits over whichever digital channels your customers prefer. Make sure you know what solutions your audience are looking for, and what problems they have, so you can deliver messaging that makes them want to click and buy from you!

Keep reading to learn how to apply these top five digital marketing strategies to your business:

  1. Content marketing
  2. Influencer marketing
  3. Email marketing
  4. Remarketing
  5. Marketing to existing customers

Top Five Digital Marketing Strategy Techniques

1. Content Marketing

Delivering top-quality content is a fundamental marketing strategy for any business. You can publish content as blog posts, web pages, videos, graphics, infographics, articles, ebooks, or podcasts.  The key is to get your message out there in the format and channel that your target audience prefers.

Realize that it can’t be just mediocre content. High quality content lets you clearly communicate your message to your audience in a way that makes them want to take action. That’s a key foundation for any other marketing activity. 

Put yourself in your target customer’s place: What needs do they have? What problems are they facing? What are they searching for online? Create high quality content that addresses those issues and answers their questions.

Make sure to produce content in multiple formats, so you can appeal to the widest possible audience: visual content, written posts, videos, or infographics, for example.

Finally, think about all possible points of view and/or objections to your product or service, and make sure you have produced high-quality content that addresses all perspectives. This will ensure you have a comprehensive digital content marketing strategy.


2. Influencer Marketing

Potential buyers value the opinion of thought leaders and influencers in the market. They may read your content and are swayed by the benefits you outline, but may look for outside validation before clicking on that buy button.

It’s important to research your customer persona: Which thought leaders do they listen to? What influencers do they follow? Which groups are they members of? What websites or magazines do they read?

Find out the influential thought leaders in your space. Then make a plan to build connections with them, grow relationships, and identify opportunities for endorsements and recommendations.


3. Email Marketing

Email marketing is another important digital marketing strategy (particularly for B2B). By collecting the emails of interested potential customers and building an email list, such as through a newsletter signup, you can now communicate with them directly without relying on the whims of third-party platforms such as social media, ecommerce marketplaces or search engines.

Add a mailing list signup to your website and social landing pages. You can provide a complementary ebook or other downloadable content asset in return for them signing up with their email address.


4. Remarketing

Remarketing, or retargeting, is another useful digital marketing strategy. Prospects often need a number of brand impressions before they trust you enough to buy. Through the use of remarketing, your product can be presented to your audience in a multitude of channels.

Have you ever visited the website of a product that you’re interested in, and then when you go to your email or social media you see posts and advertisements for that same product?  That’s remarketing in action.


5. Marketing to Existing Customers

Research shows that it is at least five times cheaper to upsell an existing customer than it is to acquire a new one. So it makes sense that marketing to existing customers is an important digital marketing strategy.

Think about ways that you can stay top-of-mind with your existing customer base: publish a customer newsletter, offer discounts and referral bonuses, and deliver exceptional customer service.

Remember that your most loyal customers can become your advocates, brand ambassadors, and ultimately become your own best influencers. Give them the tools to do just that.


Planning Your Digital Marketing Strategy

Given these top marketing strategies, how do you go about putting your digital marketing plan together? It’s really quite simple:

  • Understand your target audience
  • Know their problems and needs, and where they go to for answers to their questions
  • Develop clear, concise marketing messages to communicate your solution
  • Map your digital marketing funnel
  • Present your product to the prospect using the marketing strategies above
  • Measure, rinse & repeat!

It’s important to carefully plan out your digital marketing strategy.  How your product or service meets your customer’s needs has to be crystal clear, and communicated to them in the channels they use.

To get started, take a look at the digital marketing strategy template you can download here, or check out our digital marketing strategy book pdf here.