An effective digital marketing strategy helps you grow your business by expanding and reinforcing customer engagement in the most competitive online arenas. However, every strategy has its unique advantages, limitations, and ROI. In this article, we’ll look at specific examples and explain how to build a comprehensive digital marketing strategy and improve your digital presence that delivers measurable results.
Understanding digital marketing strategy
Marketing strategy vs. marketing tactics vs. marketing campaign
The term digital marketing strategy is often confused with related concepts. A true marketing strategy is a comprehensive game plan that outlines how you’ll reach your target audience and convert them into paying customers. It serves as a blueprint that guides you toward your organization’s unique marketing goals.
While a marketing campaign goes together with your marketing strategy, it’s important to understand the distinction between the two. A marketing strategy looks at the big picture. It determines your overall business goals and your customer’s goals and how you plan to achieve both. A marketing campaign is a promotion designed to achieve one specific objective under your strategy rather than your overall business goals.
Marketing tactics are your specific actions to implement your marketing strategy. These may include:
- Writing blog posts
- Responding to customers on social media
- Sending emails
- Designing advertisements.
Most Effective Digital Marketing Strategies
1. Social Media Marketing
Social media marketing is an effective way to reach and influence billions of people across the globe. Depending on the network, social media has such reach that you can target specific age groups and locations. While you can simply use social media to promote your brand, product, or service, it can also be instrumental in developing a community.
Why use social media marketing?
- Cost-effective marketing. With a relatively low budget, you can use social media marketing to expose your audience to your brand even when they’re not thinking about it. However, you will need to incorporate A/B testing, or some other form of optimization, to get the most out of your ad spend and achieve high conversion rates.
- Audience interaction. About 45% of the world's population uses social media, and most use it for about three hours per day. Choose the right channel(s), research how the advertising platform works, and take advantage of the opportunity to interact directly with your audience.
2. Paid Advertising
While organic marketing can help drive traffic and generate leads, using a paid channel can help you to be targeted and reach new audiences. Many channels offer paid advertising such as social media networks, and search engines like Google through Google Ads along with pay-per-click (PPC) marketing.
Why use PPC?
- Easy tracking. With a PPC platform like Google Ads, you can track how many people view your ads, how many click on them, and what percentage of them convert. You'll know instantly how your campaigns perform.
- Controlled spend. PPC advertising is pay-as-you-go. You’ll be able to change or pause underperforming campaigns, and you don’t have to commit to a certain advertising spend.
- Instant results. Other marketing strategies like SEO and content marketing take time to work. However, PPC advertising offers a fast way to set up a campaign and get results immediately.
3. SEO
Search engine optimization (SEO) is the process of optimizing your website and your content to achieve higher rankings in search engines and increase the amount of organic traffic to your site. It involves a variety of tactics. Ultimately, SEO strives to organically bring in the right visitors to drive more leads and sales.
Why use search engine optimization?
- Higher conversion rates. An optimized website is fast, easy to use, and compatible with all devices. This means it’s more likely to convert users and leave you with loyal customers.
- Increased brand awareness. If your content ranks highly in search results, you can build brand awareness and trust with visitors. They’ll be more inclined to purchase your products and services than they would if you didn’t have a good web presence.
- Long-term cost savings. Once a piece of content is created, it should attract and build increasing traffic over time. You'll still need to produce quality content on an ongoing basis, Stil you’ll be able to target users actively looking for your products and services without an ongoing monetary investment.
4. ABM(Account Based Marketing)
Account-based marketing (ABM) is a powerful B2B marketing strategy that targets specific accounts you select. It’s intended to help sales and marketing teams quickly move prospects through the sales funnel. With ABM, you target the accounts that are most important to you.
Why use account-based marketing?
- Personalization. ABM does not take a generic approach to marketing. Instead, it creates personalized messaging for target accounts. You use what you know about your customer and tailor your campaign to meet their particular needs.
- Collaboration. With ABM, sales and marketing teams work together to identify key accounts and design personalized campaigns for them. ABM encourages teamwork as teams focus on moving accounts through the sales pipeline.
- Shorter sales cycles. The B2B sales process is often slow because there are multiple stakeholders involved in making a final purchase decision. With ABM, the sales cycle is expedited because the primary decision maker, and all other relevant prospects, can be nurtured simultaneously with content created specifically for them.
5. Email Marketing
Email marketing is sending promotional and informational emails to build relationships with your audience, convert prospects into buyers, and turn one-time buyers into loyal fans of your brand. These emails may discuss exclusive deals, promote website content, upcoming sales, or general messages on behalf of your business.
Why use email marketing?
- Traffic to your website. Your emails should contain links to pages on your website. Key performance indicators include the open rate (how many recipients opened your email) and the click-through rate (the ratio of users who click on a link in the email to the number of users who opened the email).
- Cost-effective. Compared to other marketing strategies like direct mail, SEM, or SMM, email marketing usually is cost-effective. Your investment will include a subscription to email marketing software that sends thousands of emails simultaneously and the cost of someone to administer the program.
- Delivers targeted messages. Everyone on an email list has opted-in to receive information. This means they want to hear from you! By further segmenting your list, you can deliver super-targeted information that is likely to be well-received.
6. Video Marketing
Video used to promote your products, services, and brand may include product demos, interviews with thought leaders in your industry, customer testimonials, or how-to videos. You can add videos to your website, PPC landing pages, or social media outlets to increase conversions and sales.
Why use video marketing?
- Improved SEO. Marketers are 53 times more likely to end up on the first page of Google results if they utilize a video on their website because including a video in a website improves SEO, which improves the page's rank.
- Increased conversion rates. When marketers include video on a landing page, conversion rates can increase by up to 34%.
- Improved brand association. In addition to better conversion rates, brand association increases by 139% after watching a video. When consumers watch a video, 92% share that video with others.
In today’s competitive landscape, mastering digital marketing is essential to stay ahead. Consider using Hitpost to enhance your online presence. Whether you focus on SEO, social media, or PPC campaigns, each strategy plays a crucial role in boosting your online visibility and customer engagement. Its user-friendly interface can streamline your marketing efforts, helping you grow your business faster.
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