What is a digital marketing strategy?

A digital marketing strategy is a plan that

outlines how your business will achieve
its marketing goals via online channels like
search and social media. Most strategy plans will
summarize which online channels and digital
marketing tactics you will use, plus how much
you will invest in these channels and tactics.
 How to create a digital marketing strategy
Follow these eight steps:
• Define your brand: Outline or use your brand guidelines to define your
brand and how it’ll come through in your online campaigns. Think about
your unique selling points (USPs), brand voice, and value proposition.
• Build your buyer personas: Determine who your business wants to reach
with custom buyer personas. Think about user demographics, as well as
the motivations that drive people to choose your company, products,
and services.
• Create your S.M.A.R.T. goals: Use specific, measurable, achievable,
realistic, and timely goals (also known as S.M.A.R.T. goals) to guide your
strategy. Think about your organization’s short- and long-term goals for
growth.
• Choose your digital marketing strategies: Pick the best strategies for
your business. Focus on the techniques that offer the most value for your
business and industry, versus trendy strategies.
• Set your digital marketing budget: Research digital marketing
pricing to build a realistic budget for your business. For reference,
most businesses spend $2500 to $12,000 per month on online
marketing.
• Brainstorm your strategy: Guide your strategy to success by
planning your strategy. If you’re advertising, determine your ad
spend. If you’re publishing content, build your content calendar.
• Launch your campaigns: Following your planning, launch your
campaigns across channels. Ensure all your channels feature the
appropriate tracking information. Your website, for example,
should feature your Google Analytics tracking code.
• Track your results: Monitor and measure the performance of
your strategies by tracking their performance. Use Google
tools like Google Analytics, Google Search Console, and Google
Ads to keep a pulse on your strategies and their return on
investment (ROI).
7 digital marketing strategies for your business

• Digital Marketing Strategies-

• SEO
• PPC
• Content Marketing
• Email Marketing
• Social Media Marketing
• Voice SEO
• Video Marketing
 1. Search engine optimization (SEO)

SEO is the process of improving your website

so that it ranks highly in search engine results
for keywords and phrases related to your
business. The more keywords you rank for —
and the higher you rank — the more people
will see and become familiar with your
website and business.
 Pay-per-click (PPC) advertising
• PPC is a paid form of advertising that relies on
an auction-based system.
• With PPC, you bid on keywords that you want
your ads to show up for — your ad triggers
when a user’s search includes your keyword.
These ads then appear at the top of search
results, above organic listings. If a user decides
to click on your advertisement, you then pay for
that click.
• In other words, you don’t pay for ad space —
only for the results.
 Content marketing

• In content marketing, your business focuses

on reaching, engaging, and connecting with
consumers via content. This content, which
can include videos, blog posts, infographics,
and more, provides values to users. It’s not,
however, sales-orientated copy — it’s
informational.
 Email marketing

• Email marketing focuses on retaining existing customers,

as well as gaining new ones. It’s an excellent technique
for building brand awareness, keeping your company
top-of-mind, and encouraging repeat purchases.

• A core part of email marketing is developing and refining

your campaigns, as well as growing your audience. Like
content marketing, email marketing also focuses on
providing users with valuable information — otherwise,
people wouldn’t stay subscribed.
 Social media marketing

• Social media marketing focuses on building brand awareness

and increasing conversions. A social media marketing campaign
can feature one or several social media platforms, depending
on your target audience and their platform preferences.
• A few of the most popular platforms for this Internet marketing
strategy include:
• Facebook
• Twitter
• Instagram
• Pinterest
• LinkedIn
 Voice search optimization

• With voice search optimization, your company

optimizes existing and new website content for voice
search. The intention is to earn your website
the featured snippet or position zero spot in Google
search results.
• Why?
• The various voice assistants, from Siri to Amazon
Echo, use the featured snippet to respond to voice
searches. So, if a user asks, “how do I clean a stinky
dishwasher?”
 Video marketing

• Via video marketing, your company increases its reach,

grows its revenue, and expands its operations. Like
content marketing, as well as email marketing, your
business focuses on creating informational and valuable
videos for its target audience.
• A few types of videos for video marketing include:
• Instructional
• Announcement
• Behind the scenes
• Event
 4 benefits of digital marketing strategies

• Increasing website traffic

• With all digital marketing strategies, one of the
main goals is to increase traffic to a company’s
website.
• When people visit a website, they’re there for a
reason. Whether they’re looking for information
on your products, searching for how to contact
your team, or reading a recent post on your blog,
they aren’t staying on your website by accident.
• Driving storefront traffic
• If your business operates a physical storefront,
one of your main goals is likely to bring
customers into your location. Online
marketing strategies, like local SEO, can help
you achieve this goal and attract more foot
traffic — even some strategies not featured on
this list, like geofencing advertising, may help.
• Boosting brand awareness
• When you use digital marketing, you get your
brand in front of more potential customers,
whether through search results, email inboxes,
social media platforms, or another outlet. As a
result, more people become aware of your brand.
• They’ll get to know your branding, your products,
and what sets you apart from your competitors.
Then, when they need the products or services
you offer, they’re more likely to remember your
brand and make a purchase.
 Raising revenue and conversions
• The biggest and most important objective of
any marketing strategy is to increase revenue.
By improving your target audience’s traffic to
your website and store, as well as partnering
with the leading digital marketing agency, you
can increase your company’s sales.
• Q-Explain,using marketing analytics tools to
segment, target ,position
 Public Relations

• Modern public relations began with a similar function to newspapers

— communicating events or ideas that might inform the public. As
the field evolved it maintained those two key elements: media
campaigns & journalist PR. Early PR firms created flyers and press
releases about individuals or companies they represented. While
advertising is directly a marketing activity, public relations was still
very much involved in marketing and promotion.
• PR can indeed be a very public activity. A PR firm will still write press
releases about an individual or a company, and even directly face the
media or respond to negative press in person or in written form. An
internal PR rep will speak on behalf of a company, or an external PR
professional will act as a spokesperson at critical moments in public
relations.
 Online Reputation Management

• The fact that PR involves promotion and written communication is where

it overlaps, in a way, with online reputation management. ORM also
includes publishing information and also serves a marketing role.
• However, to manage online reputation, you promote in a less direct way.
ORM includes:
• Managing what is said online about a company
• Generating additional online content
• Dealing with negative online data, primarily by utilizing search engine
optimization (SEO) techniques to decrease the prominence of any online
criticism
• Responding to negative online commentary or assisting in responses, such
as posting comments to criticism
• Removing defamatory content
 Topic of unit-3(Content Creation Process)
• Follow These Steps for a Successful and Effective Content Creation Process
• 1. Determine Your Goals
• Before you can begin whipping up wonderful content, you have to think about why you’re doing
it in the first place. And before you can start getting results from your content marketing, you
need to define what results you’re aiming for.
• When developing your content creation goals, make them SMART. That’s code for specific,
measurable, achievable, relevant and time-bound. Here’s what that really means:
• Specific: Your goals should have enough detail to express what you want to accomplish and what
steps it will take to get there.
• Measurable: You’ve determined which key performance indicators will be measured from start
to finish.
• Achievable: You’ve confirmed that you have all the resources in place to be able to achieve your
goal.
• Relevant: Your content creation goals support broader marketing objectives as well as key
business goals.
• Time-bound: You’ve identified a timeline during which you’ll carry out your goal-driven activities.
• 2-Establish Your Team of Content Creators
• Your content creation team can be made up of a variety of
specialists, or you might work with jacks-of-all-trade who can do a
bit of everything. Depending on the content type you’re looking to
produce, you may need the time and talents of:
• Content writers.
• Editors.
• Graphic designers.
• Social media managers.
• Videographers.
• Animators.
• Photographers.
• Voiceover artists.
• Models.
• Stylists.
• 3. Understand Your Audience
• Once you have a trusty team of content creators and
marketers in place, you’ll need to decide who you’re
trying to reach with your marketing messages. By
knowing exactly who that is, you’ll be in a better
position to:
• Create tailor-made content that resonates with your
target audience.
• Support long-term relationships with loyal
customers and followers.
• Find and attract new leads.
• Boost brand awareness.
• Get Planning
• At this point in the content creation process, you’re ready to lay out a
timeline for content production. An editorial calendar or content
calendar is the best way to keep track of your progress and deadlines.
• Your content calendar should be precise and feasible, with specific
deadlines noted for each step along the way. With a blog post, for
instance, be clear about how much time you’ll allocate for each of
these phases:
• Topic pitching.
• Topic approval.
• Writing.
• Editing.
• Proofreading.
• Publishing.
• Distribution.
• Do Your Research
• The research process will help you prepare for the brainstorming you’ll need to do
next.
• During this phase in the content creation process, think about your buyer personas
and what this target audience will want to see in your content. Additionally, check
back in with your overarching goals and consider what gaps you could fill with new
content.
• With this in mind, you can turn to a wide range of sources for research and
inspiration:
• Conduct keyword research to find opportunities to optimize your content for search.
• Explore trending topics that are popular among your target audience.
• Look at what industry publications and competitors are talking about, and consider
how you could fit into the conversation.
• Brush up on the latest industry news and research for valuable insights.
• Start the Brainstorming Process
• Once you have a sense of which keywords you ought to
target and what types of content will deliver the biggest
impact, it’s time to start brainstorming. Now, you can
focus on developing specific topics and ideas that will
work best for your brand and content strategy.
• Each content idea should be rooted in what we’ve
covered up to this point: your marketing goals, your
target audience’s needs, your keyword research and
more. While this will require you to focus your creative
energies a little more narrowly, it should help produce a
valuable list of ideas with supporting evidence that
they’re worth pursuing.
• Create Your Content
• You’ve made it to the all-important step in the content creation process: production! Now, youre ready
to bring your creative vision to life.
• When it’s time to begin creating content, the good thing is that you’re not starting with a blank slate.
We’re already at step 7 (!), meaning a sturdy foundation has already been laid out for what you’re
about to build.
• And the building blocks themselves — keywords, brand messages, etc. — are sitting in a neat little pile
just waiting to be pieced together into cohesive, quality content.
• If you’re in charge of producing the written content or visual content, here are a few best practices to
remember:
• Trust your personal creative process and instincts, but do so in a way that satisfies your brand’s style
guidelines.
• Strengthen your main points with evidence from trustworthy sources.
• Remember to cite your sources for any statistics, quotes or other facts that are outside the realm of
general knowledge.
• If you’re inspired by a certain trend, find a way to put a unique spin on what others have done.
• If you’re using any content that you didn’t create, such as a graphic element or video clip, make sure
you have permission or the right to do so.
• Publish
• Your digital content is approved and ready to go — time to publish!
• But first, you’ll have a few items to take care of in order to do this
successfully. Each content type has its own nuances; let’s use a blog post
as an example.
• When transferring content over from a Google Doc to a content
management system (CMS) like WordPress:
• Make sure to maintain any formatting for things like hyperlinks, bulleted
lists and subheadings. This won’t always happen with a basic copy-paste.
• Include a meta description and title tag with your blog post.
• Add captions and alt text to any images you’re using.
• Assign the appropriate category and tags to your post.
• Make sure the author appears correctly.
• Preview the blog to ensure everything looks just right.
• Publish your content immediately or schedule it to go live at a later date.
• Distribute
• Now that your content is live on the appropriate
platform, it’s time for distribution.
• Why does this matter? Well, unless you spread the
word about your amazing infographic or insightful
article, how will anyone know it exists?
• There are a lot of ways to distribute content, including
sharing it across social media, incorporating it into your
email newsletters and even amplifying it through
other content discovery channels. You can also run ads
that promote gated resources or eye-catching posts.
Whenever possible, take advantage of outlets that
support visibility, shareability and engagement.
• Optimize Existing Content
• As time goes on, the existing content on your website will age. The
topics might get outdated and the optimization strategies may no
longer work as the digital content ecosystem evolves. But that
doesn’t mean all your hard work has turned into something
completely useless.
• You can re-optimize past content to make it more relevant, useful
and actionable to your target audience — and to boost its search
performance overall.
• Starting with a content audit will help you identify the best
opportunities for reoptimization. From there, conducting a fresh
round of keyword research and weaving new and more relevant
keywords into the copy is an easy way to give an old blog post a
facelift. Strengthening the overall message, providing better
examples and working in the latest data points are all other ways to
make your once-good content relevant again.
 To sum it up, here are the 10 steps you can follow:

• Establish your content goals.

• Get together a team of content creators.
• Learn about your target audience and what they’re looking for.
• Develop a content plan with milestones along the way.
• Conduct keyword research to find high-opportunity keywords.
• Brainstorm topic ideas and how to approach each piece of
content.
• Produce the written and visual elements of your content.
• Publish the finished product where your audience can access it.
• Distribute your content through appropriate channels.
• Audit and optimize existing content.
• In order to achieve digital marketing success
across different channels, focus on strategies
that offer a high return on investment (ROI). In
2022, the top digital marketing strategies with
the highest ROI will fuel revenue growth. Here
are five of them:
 1. Conversion Rate Optimization

• Increasing website conversions is always a high priority for

businesses, and for good reason—it can have a huge impact on
revenue. A 1% increase in conversion rates can lead to a 10%
increase in profits!
• Take your conversion rate optimization to the next level by
following these best practices:
• Make sure your website is easy to navigate and responsive.
• A/B test landing pages and other elements of the digital
experience.
• Reduce friction points—such as forms that ask for too much
information, or popups that interrupt the digital journey—so
customers go from “visitor” to “lead” with ease.
 2. PPC Services

• A pay-per-click model of internet marketing in which

advertisers pay a fee each time one of their ads is clicked.
Essentially, it’s a method of acquiring site visits, or number
of clicks, rather than attempting to “earn” them organically.
• Paid search is still one of the most effective digital
marketing channels available today. 
• It offers an immediate way to reach your target audience
and generate leads and sales. 
• Digital marketing statistics show that PPC advertisements
have a 200% ROI and 65% of customers click on PPC ads.
 3. SEO

• SEO, or search engine optimization, is a digital marketing strategy

that helps your customers find you online. It focuses on
improving your ranking in search engine results for keywords
related to your business. 
• This powerful strategy drives ROI by improving organic traffic to
your website and increasing the likelihood that potential
customers will find you. 
• Whereas PPC campaigns are known for their rapid returns, SEO
campaigns commonly have ROIs upwards of 700% but over long-
term sales growth.  
• One of the benefits of SEO is that it runs constantly in the
background, gaining returns with ease.
 4. Email Marketing

• Email marketing is a digital marketing strategy

that uses email to promote your products or
services. It’s one of the most effective ways to
reach and engage your audience. And, it’s an
excellent way to build relationships with
potential and current customers.
• In research done by Campaign Monitor, more
than 50% of users prefer to get updates from
the brands they follow through email!
 5. Social Media Marketing

• This marketing strategy includes creating and

sharing content across social media platforms,
such as:
• Facebook
• Twitter
• Instagram
• LinkedIn
 Social Media Analytics Tools

• Google Analytics 
• One, seemingly unrelated social media analytics tool is Google Analytics.
• Even though Google Analytics has been mainly designed to analyze the
web performance of your website, it also offers plenty of insights about
social media channels, for example:
• Sources of social media traffic to your website: Discover what social
media platforms bring the traffic
• Goals completions for your social media posts: Assign goals and analyze
their completion
• Conversions from social media posts: Assign revenue to conversions in
social media
• Assisted social media conversions: See if any of your social media
platform contributed to a conversion
 2. BuzzSumo

• Another, this time paid, social media analytics tool I personally really,
really, really like is BuzzSumo.
• What is BuzzSummo? It’s a content analytics tool – among many features
such as brand monitoring, social listening or competitor research, it also
provides social media analytics:
• Content discovery: Find the most shared content in social media
networks. It’s a powerful feature for content writers!
• Content analysis: Find social media data about a particular topic of
interest: content type, top shared domains, top social media platforms,
etc.
• Influencer marketing: Find top influencers in a niche or industry based
on social media reach or engagement.
• Pros:
 3. Brand24

• Brand24  is a social media analytics tool starting at $49 a month and offers a free, 2-week trial
(no card required).
• The tool does web and social media monitoring and analytics across multiple channels. You can
monitor keywords related to your company, for example, company name, website address,
company hashtag, marketing campaign name or hashtag and discover how they perform in
social media channels in terms of social media reach, engagement, volume of mentions,
influential sources mentioning them, etc.
• Social media analytics: Analyze the performance of your keywords on Facebook, Twitter,
Instagram and YouTube, including volume of mentions, social media reach, sentiment analysis
of your keywords.
• Metrics of engagement: Track the engagement the social media posts, marketing campaigns
and content generate
• Metrics of influence: They’re great for influencer marketing as you can discover the influence of
social media authors talking about your company or any topic
• Trending hashtags: Find trending hashtags on Instagram for any keyword
• Hashtag analytics: See how many times a hashtag was used on Twitter, Instagram and Facebook
 4. NapoleonCat

• NapoleonCat is a social media management tool with built-in social media analytics
and reporting features. It allows you to track the performance of your social media
campaigns across channels for multiple profiles and pages. Interestingly, you can
also track your competitors’ social media activity. 
• Equipped with data from NapoleonCat, you’ll easily spot tendencies and craft social
media content that resonates with your company’s target audience and brings the
best results. Here’s what NapoleonCat can help you with:
• Viewing what content types work best and when and how often you should post to
achieve the highest engagement
• Monitoring your team’s activity to keep your social customer service major-league
• Comparing audience insights and post engagement of multiple social media
profiles, including your competitors
• Scheduling weekly, monthly, or quarterly social media analytics reports that will be
automatically sent out to your boss, your client, or whoever else needs them
 5. Sotrender

• Sotrender is a social media analytics and reporting solution that makes

marketers’ daily work much easier. 
• Why exactly it can also become your number one?
• First of all, in Sotrender, you can analyze both your organic and paid
performance. As social advertising is what almost every brand is
currently investing in, it’s crucial to have all the KPIs at your fingertips.
To monitor if your ad costs are at an acceptable level, you can also
sneak on the average ad costs (e.g. CPC, CPM) in your industry. On top
of that, one can also monitor competitors’ content performance,
organic engagement, and more.
• Last but not least, the data that we have mentioned above can be
exported to a report. Comparison report, Facebook ads report,
recurring report… you name it!
• 6. Cyfe
• One of the best social media analytics tools is Cyfe – a business dashboard tool.
• It syncs up data from many, many, many marketing tools in one place.
• The number of available integrations and dashboards is astonishing and makes Cyfe a powerful tool – it covers not
only social media analytics tools but also advertising, email, monitoring, sales, SEO and web analytics tools!!!!
• However, let’s focus on the social media part.
• In Cyfe, you can build your social media dashboard including following apps and data:
• AddThis
• Bitly
• Facebook Ads: Cost, impressions, clicks, actions
• Facebook Pages: Likes, clicks, active users, page views
• Flickr: Top photos, slideshows
• Google+: Plus ones, circled by
• Google+ Search: Posts
• Instagram: Photos, followers, following
• LinkedIn Ads: Cost, impressions, clicks, conversions
• LinkedIn Company: Followers, impressions, engagement
• Pinterest: Boards, pins, likes, followers, following
• Publisher: Schedule social media posts
• Reviews: Yelp, TripAdvisor, Facebook, Google, YP
• SlideShare: Views, favorites, comments, downloads
• Twitter: Tweets, followers, listed, mentions, influencers
• Twitter Ads: Cost, impression, engagement, follows
• Twitter Search: Tweets, mentions, hashtags
• Vimeo: My feed, top videos
• YouTube
 7. CoSchedule
• At Brand24, we use CoSchedule as our editorial calendar – it never let us down and we
can surely recommend it to all small, medium and large businesses.
• The cool thing about CoSchedule is that it analyzes the performance of your social
media posts and, on this basis, suggests improvements and recommends particular
actions across all your social media channels, for example:
• Best day to post
• Best time to post
• Best type of content to post
• What’s more, CoSchedule provides analytics of your social media posts, including:
• Social engagement analytics: Analytics of interaction your social media posts receive
• Social campaign report: Tracking across multiple platforms the performance of a
campaign
• Audience insights: In-depth reports about performance of your social media channels
• Social message analytics: Tracking engagement for particular posts
• Social share analytics: How many times your link has been shared across social media
• Top projects reports: Analysis of top 100 posts
 8. Sprout Social
• Another all time best social media analytics tool is Sprout Social. It’s comprehensive social media
management tool you can use to track your performance in social media.
• The platform offers plenty of features to analyze social media performance, engagement, post social media
messages or listen to social media conversations about your company. Sprout Social has a plenty of features.
To make users’ lives easier, they offer solutions:
• By business type:
• For enterprise
• For agencies
• For small businesses
• By need:
• For social management
• For social marketing
• For customer care
• For employee advocacy
• By network:
• Twitter
• Facebook
• Instagram
• LinkedIn
• Google+
 9. Keyhole
• If you’re interested in the hashtag game, Keyhole is a nice tool to learn a bit about the
hashtags you use. Keyhole supports also account, keyword and URL tracking on the
Web. What’s more, you can use Keyhole to track mentions about social media profiles,
keywords and URLs.
• Importantly, you can request historical data from Twitter and Instagram including
information about the number of posts, users, engagement and influencers. There are 5
pricing plans and the highest one includes:
• Historical data 
• PDF reports
• Real time data 
• Twitter analytics 
• Instagram analytics 
• Facebook analytics
• Youtube analytics
• Sentiment analysis 
• API access 
• +more!
 10. Brandwatch
• Brandwatch is one of the best social media monitoring and analytics
tool out there.
• It collects online mentions from all over the Web: social media,
discussion forums, blogs, news sites and other publicly available
sources. Also, it has plenty of features that allow in-depth analytics of
your online mentions. Some of the features include:
• Demographics: Data about authors of mentions, including gender,
interests, profession or location
• Image analysis: Detect images that contain your company logo
• Influencers: Find top influencers mentioning your keywords
• Locations: Discover where do your mentions come from
• Automated reports: Get your data directly to your inbox in HTML or
PDF formats
• +more!
 11. Quintly
• Quintly can help you with social media analytics including Facebook, Twitter, YouTube,
Google+, LinkedIn, Instagram, Pinterest, and blogs. There’s plenty of features for each
platform but the most important features include:
• Competitive benchmarking: Find benchmarks for your social media channels and
discover what content works best for you
• Centralized analytics: Discover over 250 social media metrics and track your
performance
• Smart reporting: Get reports based on your custom dashboards and pick any
parameters you want
• Custom dashboards: Create custom dashboards including metrics of your choice
• Overall metrics: Track specific KPI’s and measure social media performance across all
major networks
• Key influencers: Get data about the most influential social media profiles
• Data exporting: Export your data to CSV or Excel and download any metric as JPG,
PNG, PDF, PPTX
• Customer care: Monitor Facebook and Twitter to track customer queries
• + more!
 12. Audiense
• Audiense is one of the best Twitter analytics
tools. What’s cool is that it’s free if you have
less than 5k followers.
• It gives you a unique insight into your followers:
• Interests
• Location
• Languages
• Influence
• Best time to tweet
 13. HeyOrca
• HeyOrca is a social media planner designed for quick and easy
collaboration with clients. It offers not only publishing,
management, collaboration, but also analytics of social media
content across various platforms.
• It’s a great choice for agencies that cooperate a lot with customers
and present them with social media content for approval.
• Some of the features HeyOrca offers include:
• Accounts Organization
• Social Media Planning
• Internal Collaboration
• Client Approvals
• Direct Publishing
• Performance Analytics