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6 Steps to create an Effective Digital Marketing Strategy

Date Created: 18/10/2019

With the market shifting to digital and social media the last decade, success is not decided on exactly the same factors it did traditionally, but rather on the functional steps based on the right strategic methods a company practices.

Things can look really complicated simply because digital media are basically everywhere and competition is more intense when you can reach so many different people at any time. The greatest thing about this global marketing condition is that there are no limits on how far a company can go and how much it can ultimately grow. With the right digital marketing strategy, a small business can grow into an international corporation.

So what do marketers and strategists need to do in order to achieve a company’s specific objectives? What are those steps that successfully create a digital marketing strategy?

One Team lists you the 6 most important steps in creating an effective digital marketing strategy.

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  1. Clarify your objectives and goals

It makes sense that the most fundamental thing is defining what the company wants to do. Is it something easily tangible like sales and leads or is it something bigger, more general like top of the mind awareness in your sector? With that in mind you’ll be able to function better in every other following step. Objectives need to be specific and determined by metrics and KPIs. Decide on how much and in how much time the metrics need to grow. Also, you need to put focus on specific metrics more aligned to your strategy’s purpose, but never completely rule out other less important ones.

  1. Decide on tools and define budget

There are so many different media and channels on the Internet today. There are social media, but also other non interactive channels. All are useful in their own way. The amount of money and time you’re going to invest on each is going to depend on your budget and the number of employees working. Creating awareness organically will have fewer limitations and help allocate the budget overall. It is also better to put your money into many different channels than just one or two. At the same time you need to evaluate the performance of each channel, when a channel isn’t doing that well, it’s obvious you need to put less money on it and more on others. 


  1. Define your target audience and tone of voice

There are many aspects to take into account when defining the target audience. There are broad characteristics like demographics and other more specific based on internal, psychological and behavioral characteristics of people. The more precise you are the better the chances are of pulling and attracting people towards your purpose. There are research tools which let you know the likes, interests and desires of people on the Internet. You need to learn about all that during the strategic process. Don’t forget that sometimes people can show interest in your business even if they’re not targeted. Those need to be taken seriously too. The tone of voice is obviously depended on the target audience. Take into account both demographic and psychographic characteristics.

  1. Reach target audience through the right keywords

Since it’s going to be a digital marketing strategy for a digital marketing campaign you’ll need to find the right keywords in order to reach your audience. That is useful for both running ads on different channels and optimizing the company’s website as well. You can also test keywords based on your own instinct on what the potential customers are looking for. Simply by typing on Google or YouTube you can get ideas on what is mostly searched around your area of interest. There are other websites too that work as tools for that specific reason. One example is the website Answer the Public, that provides data on a specific keyword chosen. Other more obvious are Facebook and Google Analytics.

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  1. Create engagement and advocacy through marketing tools

This is probably the most crucial step for an effective digital marketing strategy. There are so many ways to engage with people on social media. You can create blogs, social media pages, run contests, create stories and do many other things. In order to make it as successful as possible you need to give attention to the audience as much as possible. That way people feel important and not unnoticed.

Another very important method we’ve mentioned is engagement through stories. Stories help brands stand out from other posts on crowded social media. At the same time, the fact that they appear for a short period of time creates a sense of urgency to the people following.

You can also attract people through contests. Don’t forget that people might get interested in your company not immediately but as soon as they’re offered some prize or reward. This can make audience recur and maybe one day turn into advocates for your brand.

  1. Evaluate your strategy

Maybe not the most exciting or interesting step in the whole strategic process, but definitely one that shouldn’t be overlooked. To do it tangibly, ask yourself and the rest of the employees questions based on the outcomes of the campaign. Did the strategy achieve the objectives and goals set in the first place? If so, to what extent did it? Was there any room for improvement? Find out what can be better in a future digital strategy and what should be avoided. It’s always important to keep records of past practices. Some way some mistakes should not happen for a second time.

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For more information on effective and functional actions around digital marketing feel free to contact OneTeam.


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