A hand moving a pawn on a strategy board, representing digital marketing strategy.

Digital marketing is essential to any business in the digital age, and over 80% of SMBs use common digital marketing practices to grow their business online. But without a data-driven digital marketing strategy, you can waste valuable investments and miss out on valuable returns.

What is a digital marketing strategy?

Five digital marketing building blocks: a lightbulb, a magnifying glass, cogs, a clock, and a bullseye.

A digital marketing strategy is a plan that helps you achieve your business goals online. Whether you want to build your brand awareness, increase your website traffic, or generate more leads, conversions, and purchases, a data-driven strategy can ensure you are using the right solutions to achieve optimal results.

A successful digital marketing strategy initially includes:

  • Buyer personas: who are you targeting?
  • Goal identification: what do you want to achieve?
  • Campaign development: how will you achieve those goals with your audience?

And any professional marketing strategy is founded on market research and proven techniques. So, when you use a digital marketing strategy to outline who you are targeting, why you are targeting them, and how you can reach them online, you can ensure that you are making the most of your budget and initiatives to achieve your goals.

Why is a strategy essential?

Three red darts on the bullseye of a target.

There are several commonly used digital marketing initiatives and tactics that any business can use, but if you are using them without any strategy, you could be wasting valuable time, money, and effort and could be missing out on valuable results.

Let’s say you decide to run some search ads on Google. To create a successful search campaign, you have to build your target audience, choose keywords that your audience may be searching for, create relevant ad content, and set an appropriate ad spend budget. If you try to create this campaign without a data-driven strategy, you risk targeting the wrong audience, choosing unnecessary or erroneous keywords, and creating low quality ads that don’t generate conversions. And, you risk wasting valuable ad spend by either setting the wrong budget or by wasting that budget with ads that don’t deliver the results you desired.

This applies to any type of digital marketing initiative, including PPC ads, social campaigns, email marketing campaigns, and more. With a data-driven digital marketing strategy, you can efficiently achieve your goals and receive a satisfying return on your investment because you’re using the right tools, the right digital assets, and the right budgets every time.

How to develop a data-driven strategy.

Four digital marketing experts developing a strategy in a conference room.

In order to develop a data-driven strategy, you first need the data. Performing market research allows you to identify your target audience and create buyer personas. This step allows you to determine who you are targeting, understand their online preferences, and identify how you can most efficiently and effectively market to them. 

Next, you have to identify your goals. Do you want to grow your online presence and increase your brand awareness with your audience? Do you want to drive relevant traffic to a specific landing page to promote an offer? Do you want to build a list of interested subscribers for your next email marketing campaign? Do you want to sell your latest product or service? Identifying your goals will help you choose the right platform, tools, and assets for your campaign.

Once you have identified your target audience(s) and your goal(s), you can begin to develop your digital marketing campaign. For example:

  • If your audience is young adults and your goal is to increase traffic to your landing page, your strategy should include running a PPC ad campaign on a social media platform. These ads could contain a short video or an exciting graphic, with a button to visit your page.
  • If your audience is local customers and your goal is to increase sales in store and online, an SEO strategy and/or a paid search campaign on Google can help you get the attention of your local audience and bring attention to your products to shoppers who are performing relevant search queries.
  • If your audience is business executives and your goal is to increase ticket sales for your convention, your strategy might include a LinkedIn campaign with a promotional video.

We can help you create powerful digital marketing strategies.

To ensure your strategies are effective and your data is relevant, accurate, and current, it is essential to have your digital marketing research and strategy performed by a professional agency. Our digital marketing experts will help you identify your audiences and goals, develop your campaign strategies, and even monitor the results for potential optimization opportunities.