Tips on creating digital marketing strategy

  • On November 20, 2017
  • Digital Marketing, strategy

Do you have a strategy?

A strategy that explains what you are trying to accomplish, how it’s going to be accomplished, and how you measure success? If not, then you’ve got a problem. A strategy is not having a Facebook strategy or Instagram strategy. Those are channels. A strategy is the singular principle that drives how to use tactics on specific channels and why. Successful marketing is holistic: it considers every channel, from email to search to social media. It is also focused: on the business core values, customers, and goals. What keeps all these moving parts in check? An effective strategy. And here is few suggestions for setting an strong digital marketing strategy.

1.Know What You Want (& Set the Objective)

Define your business’ overall mission/objective first – your digital marketing mission must fit into your grand plan. What is the overriding objective you want your digital marketing efforts to achieve? When setting future objectives for marketing such as in a marketing plan it’s useful to look hard at each measure and ask “is it essential?”. The SMART mnemonic helps as a test or filter which you can use to assess the quality of measures. SMART is:

Specific – Can the detail in the information sufficient to pinpoint problems or opportunities? Is the objective sufficiently detailed to measure real-world problems and opportunities?

Measurable – Can a quantitative or qualitative attribute be applied to create a metric?

Actionable – Can the information be used to improve performance? If the objective doesn’t change behaviour in staff to help them improve performance, there is little point in it!

Relevant – Can the information be applied to the specific problem faced by the marketer?

Time-bound – Can objectives be set for different time periods as targets to review against?

2.Analyse Your digital marketing achievements and past

You don’t have to go into the planning period in the dark. Analyzing your digital marketing strategy’s past success and failures can help focus you on setting the best KPIs for your business. Choose a time period you’d like to analyze for example decide on whether you’re going to analyze the previous year, quarter or month. You can ask yourself these questions to get a better picture of your digital marketing. Which types of messages (like text-based status updates, blog posts, videos, podcasts, etc.) are performing best with your audience? How frequently are your marketing materials being shared virally amongst users?

3.Examine your target audience

After you’ve identified your current visitors, you’re going to want to ask yourself whether or not they’re your target audience. If it turns out that they are, then you’re doing an amazing job.

But consider the following: What have you been doing correctly to attract this group? Was it your site content? Was it smart targeting on social media? Have you had success with advertising? Focus your time, energy and funding on continuing to improve the  channels which have proven to be most successful in engaging your target audience.


There are only few steps on starting your digital marketing strategy. In conclusion by planning your content, you can target specific marketing across the right channels and extend beyond your initial post. Feel free to modify, to make your plan work for your business, don’t be afraid to fail.Learning from your attempts and applying those lessons will increase your effectiveness, as long as you know why it failed and what to do about it. Also always let data be your guide. There will be no shortage of articles and headlines shouting about the next big marketing revolution. Evaluate them in terms of what works for your business.


Writer: Eivile Asirovaite