How to Build a Digital Marketing Strategy

A digital marketing strategy is a plan of action to promote your business on the Internet. A well-developed digital marketing strategy includes many aspects and different strategies that help you reach, engage with, and retain your audience.

Digital marketing is a complicated field with many nuances and strategies, which means in order to develop a successful digital strategy you need to have an understanding of the basics first.

Set a goal

A digital marketing strategy is a plan of action to reach the goals set by the organization. The goal should be clear and measurable so that it can be evaluated after its completion. It needs to be specific, measurable, and relevant. Setting a goal will help you avoid the pitfalls of getting lost in your digital marketing strategies.

A well-defined goal will provide clarity on what needs to be done, what is the purpose of doing it, and when you need to complete it. It will also help you in evaluating your digital marketing strategy after its completion.

A goal should be specific enough to be measurable. It should also define the end results and what needs to be done in order to achieve it.

Evaluate your existing digital marketing presence

A digital marketing strategy is the process of planning and executing an intentional course of action designed to facilitate a company’s goals in relation to its online presence. Digital marketing encompasses all aspects of marketing on the internet, including web design and development, search engine optimization (SEO) Strategy , pay-per-click advertising, email marketing, and social media.

The process of evaluating one’s digital marketing strategy is fairly straightforward. The first step in the process should be to conduct a digital audit. This will involve an examination of your company’s current online presence and activities, as well as a review of your competitors’ digital marketing activities.

The second step should be to develop a strategy based on the results of the audit. This involves establishing goals and objectives, as well as determining how your company will measure success.

The third step involves implementing the strategy, and the final step is to track your progress and make adjustments as needed.

Understand the digital sales funnel

Understanding the sales funnel is key to digital marketing. Understanding how consumers move through a typical purchase can be helpful in understanding what content needs to be created and where it should go. The path of the consumer is called the sales funnel.

The typical process of a customer’s journey starts with awareness and could branch out to consideration, purchase decision, or post-purchase phases.


The awareness phase is the first step in the sales funnel. During this stage, consumers are learning about your brand and what it offers to them. This could happen through advertising or word of mouth.


Once a consumer has learned about your brand and what it offers, they may start to consider their options. They might do research on the product or service, or talk to friends and family about their options. This is the first step in which the consumer could be influenced by your brand, so it’s important that you make a good impression here.


This is the step in which the consumer makes their decision. They compare your product or service to those of your competitors and make a choice about what they want to purchase.

Build buyer personas

A buyer persona is a fictional representation of your ideal customer. It includes the demographics, interests, and behaviours that are most relevant to them.

The purpose of building a buyer persona is to create an understanding of the customer, their needs, and wants.

Buyer personas are used to create a brand personality for your company and develop targeted marketing campaigns aimed at specific segments.

There are two types of a buyer persona, a company persona, and an individual persona.

A company persona is used to develop your brand personality and create messaging that resonates with customers. Individual personas are created for each customer segment you identify.

The most important part of building a buyer persona is to get real data from actual customers. Survey them, interview them and find out what they like about your company and what they don’t.

Once you have a good idea of who your buyer personas are, you can use that data to create messaging and content for each specific segment.

Locate your customers on the funnel

Locate your customers on the funnel. Knowing where they are at in the purchase process will help you know how to market them accordingly. For example, if a customer is browsing for information about your product, then you would want to market your content in a way that appeals to the customer at this stage. If they have already purchased from you before, but are returning for some reason or another, you may want to market your product in a way that appeals to them at this stage.

How to:

  1. Consider the customer’s purchase path and where they are at in that process when you’re marketing to them.
  2. Use your content to help them move forward in the purchase process.
  3. Use your content to help them make a repeat purchase from you, if applicable.


This is an excellent way to make sure your content is relevant to the customer and also helps you focus on what they want.

Create a content plan

A content plan is a document that outlines how the strategy will be carried out. It includes topics, goals, and desired outcomes. The most important elements of this document are objectives and action items. You must set objectives for each content topic you plan to address. These objectives should be SMART: specific, measurable, achievable, realistic, and timely (S-M-A-R-T).

Content objectives should be specific and measurable. They must include a target for how many people will see the content, what kind of response you want from them (such as comments or shares), and how you’ll measure that response.

Analyze results

Analyzing results should be a key part of any digital marketing strategy, as it will allow the company to see what parts need improvement.


Finally, as you go about your work in digital marketing strategy, be sure to keep up with the latest trends and developments. And if you are ever stuck on a problem that seems unsolvable, remember to look for your answer in the past.