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Why You Need A Smart Digital Marketing Strategy

Digital marketing is an umbrella term to describe online marketing tactics of any kind. It enables you to connect with your target audience and the prospects who are most likely to buy your product or service. It also provides an interactive platform between you and your audience helping you stay relevant and competitive. Digital marketing helps build brand awareness and drive lead generation through all the digital channels.

Furthermore, digital marketing enables you to measure success based on established key performance indicators (KPIs) on a daily basis. The digital marketer usually focuses on a different KPI for each channel so they can properly measure the company’s performance across each one. Marketers can then measure the ROI of nearly every aspect of their marketing efforts using analytics software. In addition, digital marketing is global in reach and provides a cost effective alternative to tradition marketing methods.


Now, keep in mind, you’re still in the planning process. Therefore, start the process by setting SMART goals. The SMART model is a reliable methodology used to give structure to any process by making your goals specific, measurable, attainable, realistic, and time-bound.


To be truly effective at digital marketing, you need to create an actual strategy. Your digital strategy is the series of actions you take to help you achieve your overarching marketing goals. It is a digital marketing strategy that will help you target your audience across all marketing channels and reach out to leads across various platforms.

One of the most important and integral components to your overall digital marketing strategy is content marketing. This form of marketing involves stimulating interest in a brand’s products or services by planning, creating and sharing online material. Basically, it’s the process of publishing content that is relevant, accurate, optimized for search and delivers what your audience wants.

Today, your content needs to reach your audience in a way that feels natural and by creating a narrative for your content it will feel more authentic, engaging, and tailored to your audience. That’s why content marketing is considered a part of inbound marketing because it makes people come to you rather than you reaching out to them.

Inbound Marketing Infographic

Inbound Marketing

Inbound marketing is a complete methodology that uses digital marketing assets that work together to attract, convert, close, and delight customers that focus on a solutions based value proposition. Marketers employ digital inbound tactics to attract their target customers by focusing on being helpful to them.

Digital Inbound Tactics

1. Affiliate Marketing

Also known as “Sponsored Content,”this is a type of performance-based advertising where you receive a referral fee or commission to create and promote another brand’s products or services.

2. Content Marketing

The creation and promotion of content assets for the purpose of generating brand awareness, traffic and lead generation that results in more customers. Content marketing is the foundation for executing an effective inbound marketing strategy.

  1. Articles
  2. Blog Posts
  3. Case Studies
  4. eBooks
  5. Infographics
  6. Podcasts
  7. Press Releases
  8. Social Media
  9. Videos
  10. Websites
  11. White Papers

3. Email Marketing

Email is a powerful tool you can leverage to reach members of your audience directly to deliver personalized and targeted content that’s often used to promote discounts and events.

4. Native Advertising

Native advertising is a form of paid media that are featured on a platform alongside other, non-paid content that follows the natural form and function of the user experience in which it is placed.

5. Online PR

Online PR is much like traditional PR, but in the online space and is the practice of securing earned online coverage with digital publications.

7. SEM/Pay-per-click Advertising (PPC)

Search engine marketing (PPC) is a method of driving traffic to your website by paying a publisher every time your ad is clicked. Google Ads is one of the most common types of PPC tactics, which helps your visibility and ranking on Google’s search engine results pages.

8. Search Engine Optimization (SEO)

This is the process of optimizing your website to improve it’s visibility and “rank” higher in search engine results pages, thereby increasing the amount of organic traffic to your website.

9. Social Media Marketing (SMM)

This practice promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business.

Popular channels include:
  1. Facebook
  2. Twitter
  3. LinkedIn
  4. Instagram
  5. Snapchat
  6. Pinterest
Buyer's Journey

Buyer’s Journey

The buyer’s journey is the active research process that people go through leading up to making a purchase. To that end, a successful multichannel marketing campaign will help you communicate with your target audience on an individual level and will also give you a clear understanding of your buyer’s journey. Since you collect a ton of valuable information through multiple channels, you can use this data for further analysis and retargeting your prospects.

Here are some recommended options to use at each stage of the buyer’s journey:

1. Awareness Stage

This is the stage that content marketing plays a key role in helping potential customers discover your brand. The key is creating high-quality content that people are searching for in order to enhance brand awareness.

Focusing on your target audience and the right messaging, channel, and assets you can quickly make consumers aware of your brand’s product or service.

  • Blogging
  • Infographics
  • Short Videos
  • SEO
  • Search Engine Marketing (PPC)
  • Social Media Marketing
  • Website

2. Consideration Stage

The goal in this stage is to increase customer engagement and to help them understand how your product or service is valuable to them. You can also use retargeting tactics to deliver ads to people who have previously visited your site.

  • Ebooks
  • Research reports
  • Reviews
  • Testimonials
  • Video Tutorials
  • Webinars

3. Decision Stage

Content in the decision stage will be focused on your product or service, and you can do that using the following formats: 

  • Case Studies
  • Live Demos
  • Trial Download
  • Vendor or Product Comparisons

You can also encourage your prospects with a special offer (e.g. a promo) to help them make a purchase.

Your content is only as good as your content delivery system. The correct distribution channel delivers content to the right person at the right time.


Digital marketing is the act of selling products and services through various channels such as blogging, social media, SEO, and email where the goal is to increase brand awareness, sales, engagement, and loyalty. Remember, consumers want to be educated, not sold too!

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