Digital Marketing Strategy

“Digital strategy is the combination of digital marketing and digital business strategy that helps organizations optimize their use of technology and digital channels to achieve their business objectives.”

– Scott Brinker

 
A digital strategy is a plan that outlines how a business will use digital technologies and channels to achieve its marketing, business development, and customer service goals. It involves identifying the target audience, setting goals and objectives, conducting a digital marketing audit, developing a content marketing strategy, determining distribution channels, creating a budget and allocating resources, implementing and executing the strategy, measuring and analyzing results, and making adjustments and optimizations as needed. A good digital strategy should be aligned with the overall business strategy and should take into account the specific needs and resources of the business. It should also be flexible and able to adapt to changing technology and market conditions.
 

What are the different types of digital marketing?


Owned Digital Marketing

Owned digital marketing refers to the marketing efforts that a business undertakes using its own digital assets and channels, such as its website, blog, email list, and social media accounts. This can include activities such as creating and publishing content on the business’s website or blog, sending email campaigns to the business’s email list, and posting updates and engaging with followers on the business’s social media accounts.

Owned digital marketing can be a cost-effective way for businesses to reach and engage with their target audience, as they do not have to pay for advertising or rely on third-party platforms to get their message in front of customers. It can also be a powerful way for businesses to build brand awareness and loyalty, as it allows them to control the message and tone of their marketing efforts.

There are many different types of owned digital marketing that businesses can use to cost-effectively reach and engage with customers online:

Content marketing: This involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.

Search engine optimization (SEO): This involves optimizing your website and its content to rank higher in search engine results pages (SERPs) for specific keywords or phrases.

Video marketing: This involves creating and distributing videos to promote products or services.

Social media marketing: This involves using social media platforms (such as Facebook, Twitter, and LinkedIn) to promote products or services and engage with customers.

Email marketing: This involves sending marketing messages to customers via email in order to build relationships and promote products or services.

Virtual events: This involves hosting online events such as webinars or virtual conferences in order to promote products or services and engage with customers.

Podcast: This is an audio program that is available online and can be downloaded or streamed by listeners.

Mobile app: This is a software application that is designed to be used on mobile devices, such as smartphones or tablets.

Interactive content: This involves creating content such as ROI calculators, quizzes, polls, or games that engage users and encourage them to take specific actions.

Online PR: This involves using online channels to build relationships with journalists, influencers, and other stakeholders in order to promote your business or products.

Paid Digital Marketing

Paid digital marketing refers to the use of paid advertising to promote a business’s products or services online. This can include activities such as placing ads on search engine results pages (SERPs) through pay-per-click (PPC) advertising, placing ads on third-party websites through display advertising, or promoting posts on social media platforms.

Paid digital marketing can be a powerful tool for businesses, as it allows them to target specific audiences and get their message in front of a large number of potential customers quickly. It can also be a cost-effective way to reach a specific audience, as businesses can choose to only pay for ads that are shown to people who are likely to be interested in their products or services.

However, it’s important to carefully plan and manage a paid digital marketing campaign in order to ensure that it is effective and delivers a good return on investment (ROI). This can involve setting clear goals and objectives, researching and targeting the right audience, and regularly measuring and analyzing the performance of the campaign in order to make adjustments and optimize its effectiveness.

There are many different types of paid digital marketing including:

Pay-per-click (PPC) advertising: This involves placing ads on search engine results pages or other websites and paying a fee each time someone clicks on the ad.

Display advertising: This involves placing banner ads or other types of ads on websites in order to promote products or services.

Retargeting: This involves showing ads to people who have visited your website or taken other specific actions on your website, in order to bring them back and encourage them to complete a purchase or take some other desired action.

Influencer marketing: This involves working with influential people in your industry or niche to promote your products or services.

Social media advertising: This involves promoting posts or creating sponsored ads on social media platforms such as Facebook, Twitter, LinkedIn, and Instagram.

Video advertising: This involves creating and placing video ads on platforms such as YouTube or on other websites that offer video content.

Mobile advertising: This involves placing ads on mobile apps or mobile websites in order to reach users on their mobile devices.

Sponsorships: This involves working with a partner (association, target audience websites) who has a captive audience that you want to target and paying the partner to execute webinars, email campaigns, white papers, social media events, and site takeovers to reach the target audience.
 

Developing a Digital Marketing Strategy?


Developing a digital marketing strategy is important for businesses of all sizes, as it helps to define the direction and focus of their online marketing efforts. A well-crafted digital marketing strategy can help businesses to identify their target audience, set specific, measurable, achievable, relevant, and time-bound (SMART) goals, allocate resources effectively, and stay competitive in their industry. Here are the typical strategic steps in developing a digital marketing strategy:

1. Define your business goals: Clearly define your business goals and how they align with your overall marketing strategy. This will help you to identify the key performance indicators (KPIs) that you will use to measure the success of your digital marketing efforts. Your business goals may include increasing brand awareness, driving website traffic, generating leads, or increasing sales.

2. Identify your target audience: Clearly define your target audience, including demographics, interests, and behaviors. This will help you to create targeted marketing campaigns and content that resonates with your audience. To identify your target audience, consider conducting market research, analyzing customer data, and reviewing industry research.

3. Conduct a digital marketing audit: Review your current digital marketing efforts, including your website, social media presence, and email marketing campaigns. Identify any areas for improvement and prioritize them based on their potential impact on your business goals. This may include updating your website design, optimizing your website for search engines, or improving your email marketing campaigns.

4. Develop a content marketing strategy: Create a content marketing strategy that aligns with your business goals and target audience. This should include a plan for creating, distributing, and promoting valuable and relevant content that helps to achieve your business goals. Your content marketing strategy should include a mix of content types, such as blog posts, articles, videos, podcasts, and social media posts.

5. Create a social media marketing strategy: Develop a social media marketing strategy that aligns with your business goals and target audience. This should include a plan for creating, distributing, and promoting content on social media platforms, as well as a plan for engaging with users and building a following. Consider which social media platforms are most popular with your target audience and focus your efforts on those platforms.

6. Plan and execute paid advertising campaigns: Develop paid advertising campaigns to cost-effective drive the intended action of prospects and customers. Consider which key words to target, which advertising platforms to use, and the necessary tactics to drive a positive ROI.

7. Consider other digital marketing tactics: In addition to the tactics mentioned above, there are many other digital marketing tactics that you can use to reach and engage your target audience. This may include tactics such as search engine optimization (SEO), retargeting, influencer marketing, and video advertising. Identify the tactics that align with your business goals and target audience and include them in your digital marketing strategy.

8. Set benchmarks and measure success: Set benchmarks for your digital marketing efforts and track your progress using tools such as Google Analytics. This will allow you to measure the success of your campaigns and identify areas for improvement.

9. Review and adjust your strategy: Regularly review and adjust your digital marketing strategy as needed. This may involve making changes to your tactics, modifying your target audience, or setting new business goals. Stay up-to-date with industry trends and best practices to ensure that your strategy remains effective.

By following these steps, you can create a comprehensive and high-level digital marketing strategy that aligns with your business goals and helps you to reach and engage your target audience effectively.
 

Owned Digital Marketing Channels & Strategies

 

Content Marketing


Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content in order to attract and retain a clearly defined audience, and ultimately drive profitable customer action.

Content marketing can take many forms, including blog posts, articles, videos, podcasts, infographics, case studies, ebooks, whitepapers, and more. The goal of content marketing is to provide value to the target audience, rather than directly promoting a business’s products or services. By consistently creating and sharing valuable content, businesses can attract and retain a loyal customer base, establish themselves as thought leaders in their industry, and ultimately drive profitable customer action.

Content marketing is often part of a larger digital marketing strategy and can be used in conjunction with other tactics such as search engine optimization (SEO), social media marketing, and email marketing. It’s important for businesses to have a clear content marketing plan in place, including goals and objectives, target audience, distribution channels, and measurement and analysis, in order to ensure that their content marketing efforts are effective and aligned with their overall business strategy.

What are Content Marketing best practices?

Some key considerations for a successful content marketing strategy include:

Defining the target audience: It’s important to have a clear understanding of who the content is being created for, in order to create content that is relevant and valuable to that audience.

Setting goals and objectives: It’s important to have clear goals and objectives for the content marketing efforts, such as increasing brand awareness, generating leads, or driving sales.

Developing a content marketing plan: This should include a content calendar outlining the types of content that will be created and when, as well as the distribution channels that will be used to share the content.

Creating high-quality content: The content should be well-researched, informative, and engaging, and should provide value to the target audience.

Distributing the content: The content should be shared through appropriate channels, such as the business’s website, blog, email list, and social media accounts.

Measuring and analyzing the results: It’s important to track the performance of the content marketing efforts in order to understand what is working and what is not, and to make adjustments as needed.

Content marketing can be a powerful tool for businesses, as it allows them to build relationships with their customers and establish themselves as thought leaders in their industry. It’s an ongoing process and it’s important to regularly create and distribute new, high-quality content in order to keep the audience
 

SEO Optimization


Search engine optimization (SEO) is the process of optimizing your website and its content in order to rank higher in search engine results pages (SERPs) for specific keywords or phrases. The goal of SEO is to increase the organic (non-paid) traffic to your website, as higher ranking in the SERPs can lead to more visibility and potentially more customers.

There are many different tactics that can be used to improve the SEO of a website. Some examples include:

– Conducting keyword research to identify the most valuable keywords and phrases to target
– Optimizing the title tags and meta descriptions of your website’s pages
– Creating high-quality, original content that is relevant to your target audience
– Building high-quality backlinks from other reputable websites
– Optimizing the technical aspects of your website, such as the site speed and mobile-friendliness

SEO is an ongoing process and it can take time to see results. It’s important to regularly track and analyze your website’s performance in order to identify areas for improvement and make adjustments to your SEO strategy as needed.

What are the SEO Strategy steps?

A good SEO strategy process typically involves the following steps:

1. Keyword research: Identify the keywords and phrases that your target audience is using to search for products or services like yours.

2. On-page optimization: Ensure that your website’s pages are optimized for the keywords you are targeting. This includes optimizing the page title, meta description, header tags, and content of each page.

3. Technical optimization: Ensure that your website is technically sound and optimized for search engines. This includes optimizing the website’s speed, mobile-friendliness, and overall user experience.

4. Content creation: Create high-quality, original content that is relevant to your target audience and optimized for the keywords you are targeting.

5. Link building: Acquire high-quality backlinks from other reputable websites in order to improve the authority and visibility of your website in search results.

6. Measurement and analysis: Use tools like Google Analytics to track the performance of your website in search results and identify areas for improvement.

7. Adjustments and optimization: Based on your analysis, make any necessary adjustments to your SEO strategy in order to improve the performance of your website in search results.

It’s important to note that SEO is an ongoing process and it can take time to see results. It’s also important to stay up-to-date with the latest SEO best practices and make adjustments to your strategy as needed.
 

Video Marketing


Video marketing is the use of video content to promote a business’s products or services. This can involve creating and sharing videos on platforms such as YouTube, Vimeo, and social media, as well as incorporating video content into a business’s website or email marketing campaigns.

Video marketing can be an effective way to engage and connect with customers, as it allows businesses to share their message in a more visual and interactive way. It can also be a powerful tool for building brand awareness and loyalty, as well as for driving traffic and sales.

There are many different types of video content that businesses can create, such as product demos, educational videos, explainer videos, testimonials, and more. It’s important to carefully plan and strategize a video marketing campaign in order to ensure that it is effective and aligns with the overall business goals. This can involve identifying the target audience, setting goals and objectives, and measuring and analyzing the performance of the video content in order to make adjustments and optimize its effectiveness.

What are some Video Marketing best practices?

There are several best practices for video marketing that can help you create effective and engaging video content:

Define your target audience: Identify who you want to reach with your video marketing efforts. This will help you tailor your content and messaging to be more relevant and appealing to your target audience.

Create a compelling story: Tell a story with your video that captivates your audience and keeps them engaged. This could be a product story, a brand story, or a customer story.

Keep it short and sweet: People have short attention spans, so it’s important to keep your videos short and to the point. Aim for videos that are no longer than 2 minutes.

Use eye-catching visuals: Use high-quality images, graphics, and footage to help grab your audience’s attention and keep them engaged.

Use a strong call to action: End your video with a clear call to action that tells your audience what you want them to do next. This could be visiting your website, subscribing to your YouTube channel, or making a purchase.

Optimize for mobile: More and more people are watching videos on their phones, so it’s important to optimize your videos for mobile devices. This includes using a responsive design and ensuring that your videos look good on smaller screens.

Track and measure your results: Use tools like Google Analytics to track the performance of your videos and see how they are impacting your overall marketing efforts. This will help you understand what’s working and what you can improve upon.
 

Social Media Marketing


Social media marketing is the process of using social media platforms and websites to promote a product or service. The goal of social media marketing is to create content that users will share with their social network to help a company increase brand exposure and broaden customer reach.

Some common social media marketing tactics include:

– Posting updates and engaging with followers on social media platforms like Facebook, Twitter, and Instagram.

– Running paid social media campaigns to promote specific products or services.

– Using social media influencers to promote a brand or product.

– Creating and sharing engaging content, such as blogs, videos, and infographics, to build a brand’s reputation and drive traffic to its website.

– Analyzing and tracking the results of social media marketing efforts using tools like Google Analytics to understand what’s working and what’s not.

What are some Social Media Marketing best practices?

Social media marketing is an effective way for businesses to reach and engage with customers online, and can help drive sales and lead generation. Here are some tips for executing strong social media marketing:

Choose the right platforms: Not all social media platforms are right for every business. It’s important to choose the platforms that are most popular with your target audience. For example, if you are targeting younger users, you might want to focus on platforms like Instagram and TikTok.

Develop a content calendar: A content calendar is a plan that outlines the types of content you will post and when you will post it. Having a content calendar can help you stay organized and ensure that you are consistently posting new content.

Engage with your audience: Social media is a two-way conversation. It’s important to not only post updates and content, but also to engage with your audience by responding to comments and messages, and asking for feedback.

Use hashtags: Hashtags are a way to make your content discoverable on social media. By using relevant hashtags, you can increase the visibility of your posts and reach a wider audience.

Run social media campaigns: Social media campaigns are specific promotions or marketing efforts that are designed to achieve a specific goal, such as increasing brand awareness or driving sales. Campaigns can be run on a single platform or across multiple platforms, and can include tactics such as paid advertising, influencer marketing, and content creation.

Measure and analyze your results: It’s important to track the performance of your social media marketing efforts to understand what’s working and what’s not. Use tools like Google Analytics to measure metrics such as website traffic, engagement, and conversions. This will help you understand the return on investment of your social media marketing efforts and make data-driven decisions.
 

Email Marketing


Email marketing is the process of sending marketing messages or advertisements to a group of people via email. The goal of email marketing is typically to build relationships with customers and promote the sale of products or services.

Some common tactics used in email marketing include:

Building an email list: To start an email marketing campaign, you need to build a list of email addresses to send your messages to. This can be done through sign-up forms on your website, social media, or through partnerships with other businesses.

Creating email newsletters: Email newsletters are a type of email marketing message that are sent on a regular basis, such as weekly or monthly, and contain a variety of content, such as news, articles, and promotions.

Sending promotional emails: Promotional emails are marketing messages that are designed to promote a specific product or service. These emails may include special offers, discounts, or other incentives to encourage the recipient to make a purchase.

Segmenting your email list: Segmenting your email list means dividing it into smaller groups based on common characteristics, such as location, interests, or purchase history. This allows you to send targeted and personalized messages that are more relevant to each group.

Analyzing and tracking results: Email marketing software typically includes tools to help you track the performance of your campaigns, such as open rates, click-through rates, and conversion rates. This will help you understand what’s working and what you can improve upon.

What are some Email Marketing best practices?

Overall, email marketing can be an effective way to reach and engage with customers, and can help drive sales and lead generation for businesses. Here are some best practice strategies in email marketing.

Develop a strong subject line: The subject line of your email is the first thing that a recipient will see, so it’s important to make it attention-grabbing and relevant. A strong subject line can increase the chances that your email will be opened.

Personalize your emails: Personalization involves including the recipient’s name or other specific details in the email. This can make the email feel more targeted and can increase the chances that it will be read.

Use a clear and compelling call to action: A call to action is a specific request or instruction that tells the recipient what you want them to do next. This could be visiting your website, making a purchase, or signing up for a newsletter. It’s important to make your call to action clear and compelling to encourage the recipient to take action.

Optimize for mobile:
More and more people are accessing their emails on their phones, so it’s important to optimize your emails for mobile devices. This includes using a responsive design and ensuring that your emails look good on smaller screens.

Test and optimize your emails: Testing different versions of your emails, such as subject lines, headlines, and calls to action, can help you understand what works best with your audience. Use A/B testing to compare the performance of different versions and make data-driven decisions about what to send to your audience.
 

Virtual Events


Virtual events are online events that can be attended remotely via the internet. They are typically used as a marketing tool to promote products or services, and can take many forms, such as webinars, virtual conferences, virtual trade shows, and more.

Some benefits of virtual events include:

– Lower cost: Virtual events are typically less expensive to attend and organize than in-person events.
– Wider reach: Virtual events can be attended by anyone with an internet connection, regardless of location.
– Convenient: Attendees can participate from the comfort of their own home or office.
– Environmentally friendly: Virtual events do not require travel, which can reduce the carbon footprint of an event.

To promote a virtual event, marketers can use a variety of tactics, including email marketing, social media marketing, and content marketing. It is also important to have a strong and visually appealing landing page for the event, and to provide clear instructions for how to register and attend the event.

What are some Virtual Event best practices?

There are several best practices to follow when organizing and promoting a virtual event:

Clearly define the purpose and goals of the event. This will help you determine the most appropriate format and content for the event.

Choose the right platform. There are many platforms available for hosting virtual events, such as Zoom, Webex, and Google Meet. Select a platform that is easy to use and has the features you need, such as screen sharing, breakout rooms, and live Q&A.

Promote the event effectively. Use a variety of tactics to get the word out about the event, such as email marketing, social media marketing, and content marketing. Be sure to provide clear and detailed information about the event, including the date, time, format, and any special guests or speakers.

Engage with attendees. Encourage audience participation and engagement during the event by asking for feedback, taking polls, and facilitating Q&A sessions.

Follow up after the event. Thank attendees for their participation and gather feedback to improve future events. Consider offering a recording of the event to those who were unable to attend or to those who would like to revisit the content.
 

Mobile Apps


In the context of digital marketing, mobile apps can be a powerful tool for reaching and engaging with customers. Some ways that mobile apps can be used as part of a digital marketing strategy include:

Brand awareness: A mobile app can serve as a dedicated platform for a company to promote its brand and products or services. This can be done through in-app messaging, push notifications, and banner ads. A mobile app can also be a useful tool for gathering customer feedback and reviews, which can be used to improve the app and the overall customer experience.

Customer engagement: Mobile apps can be used to communicate with and engage with customers in real-time. Push notifications can be used to send targeted messages to users, such as special offers or new product releases. In-app messaging can be used for customer support or to gather feedback. Loyalty programs and gamification can be used to reward and retain customers.

E-commerce: Mobile apps can be used as a sales channel, allowing customers to browse and purchase products or services directly through the app. This can be a convenient and secure way for customers to shop, and can also allow companies to gather data on customer behavior and preferences.

Data collection: Mobile apps can collect a wealth of data on customer behavior and preferences, which can be used to personalize the user experience and inform marketing campaigns. This data can be used to segment users and target them with relevant messaging and offers.

Customer service: Mobile apps can provide a convenient way for customers to get support or assistance from a company. This can include in-app chat, FAQs, and the ability to track orders or request returns. Providing excellent customer service through a mobile app can improve customer loyalty and satisfaction.
 

Interactive Content


Interactive content is any type of digital content that allows users to engage with it in some way, rather than just consuming it passively. Interactive content can be a powerful tool for digital marketers because it can increase engagement, drive conversions, and collect valuable data.

Some examples of interactive content include:

Quizzes: Quizzes are a fun way to engage users and collect data. They can be used to gather information about a user’s interests or preferences, or to assess their knowledge on a particular subject.

Surveys: Surveys allow users to provide feedback and opinions on a variety of topics. They can be used to gather data on customer satisfaction, product ideas, or market research.

Contests and giveaways: Contests and giveaways can be used to drive traffic and engagement, and can be promoted through social media and email marketing.

Interactive infographics: Infographics can be made more engaging by including interactive elements such as hover-over text or clickable links.

Games: Games can be a fun and engaging way to promote a product or service. They can be used on websites or as standalone mobile apps.

Virtual reality: Virtual reality can be used to immerse users in a brand experience and can be particularly effective for promoting travel, real estate, and other industries that rely on experiential marketing.

By using interactive content, digital marketers can increase engagement, drive conversions, and collect valuable data about their audience.
 

Online PR


Online PR, also known as digital PR, is the practice of promoting a company or organization’s reputation and news online. It involves the use of digital channels and tools to reach and engage with stakeholders, such as customers, media, and industry influencers.

What are the types of Online PR?

Some tactics that may be used as part of an online PR strategy include:

Social media: Social media platforms, such as Twitter, Facebook, and LinkedIn, can be used to share news and updates, engage with stakeholders, and monitor and respond to online conversations.

Content marketing: Content marketing involves creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience. This can include blog posts, articles, infographics, and videos.

Influencer marketing: Influencer marketing involves partnering with industry influencers to promote a company’s products or services. This can be done through sponsored content, product reviews, or social media campaigns.

Press releases: Press releases can be used to announce news or updates about a company, such as new products or partnerships. They can be distributed through online PR platforms or directly to media outlets.

Media relations: Building relationships with journalists and media outlets can help to secure coverage of a company’s news and events. This can be done through press releases, media pitches, and press events.

By using online PR tactics, companies can promote their brand and reputation, build relationships with stakeholders, and increase visibility online.

What are some Online PR best practices?

A good online PR strategy should be well-planned and executed, with clear goals and a target audience in mind. Here are some key elements of a successful online PR strategy:

Define your objectives: Clearly define what you hope to achieve with your online PR efforts. This could include increasing brand awareness, improving reputation, driving website traffic, or generating leads.

Identify your target audience: Clearly define who you are trying to reach with your online PR efforts. This will help you tailor your messaging and choose the most appropriate channels for reaching your audience.

Develop a plan:
Develop a plan for executing your online PR strategy, including what tactics you will use, who will be responsible for each task, and how you will measure success.

Create engaging content: Develop a range of high-quality, engaging content that is relevant to your target audience. This could include blog posts, articles, infographics, videos, and more.

Build relationships: Building relationships with journalists, media outlets, and industry influencers can help to secure coverage of your company’s news and events. This can be done through press releases, media pitches, and press events.

Monitor and measure: Monitor the performance of your online PR efforts and use analytics tools to measure their effectiveness. This will help you determine what is working and what may need to be adjusted.

By following these steps, you can develop a strong online PR strategy that helps to promote your brand and achieve your business objectives.
 

Paid Digital Marketing Channels & Strategies

 

CPC (cost-per-click)


A CPC (cost-per-click) campaign is a type of online advertising where the advertiser pays a fee each time one of their ads is clicked. In a CPC campaign, the advertiser sets a budget and bids on specific keywords or phrases that are relevant to their business. When a user performs a search using one of these keywords, the advertiser’s ad may appear in the search results. If the user clicks on the ad, the advertiser is charged a fee, hence the name “cost-per-click.”

CPC campaigns can be a useful way for businesses to drive traffic to their website and generate leads or sales. They can be particularly effective for businesses that sell a product or service online, as they can help to drive qualified traffic to the website.

To set up a CPC campaign, advertisers can use platforms such as Google Ads or Bing Ads. These platforms allow advertisers to create ads, set a budget, and bid on keywords. The ads are then displayed to users who perform searches using the targeted keywords. The advertiser is charged a fee each time their ad is clicked.

By carefully selecting keywords and targeting their ads, businesses can use CPC campaigns to reach a specific audience and drive qualified traffic to their website.

What are the steps in creating a CPC campaign?

Here are the steps for creating a CPC (cost-per-click) campaign:

1. Define your objectives: Clearly define what you hope to achieve with your CPC campaign, such as generating leads or increasing website traffic.

2. Choose a platform: Select an advertising platform such as Google Ads or Bing Ads to host your CPC campaign.

3. Research keywords: Research and select keywords that are relevant to your business and the products or services you offer. These will be the terms that users search for to trigger your ads.

4. Set up your account: Set up an account on the advertising platform and create a new campaign. Select the CPC pricing model and enter your budget.

5. Create your ads: Create your ads using the platform’s ad creation tools. Be sure to include a compelling call-to-action and a link to your website.

6. Set up targeting: Set up targeting options to specify which users you want to see your ads. This can include geographic location, demographics, and interests.

7. Launch your campaign: Once you have set up your account, ads, and targeting, you can launch your CPC campaign. The platform will automatically display your ads to users who search for the targeted keywords.

By following these steps, you can set up a successful CPC campaign that helps to drive qualified traffic to your website and achieve your business objectives.

What are the best practices with CPC campaigns?

Here are some best practices for running a successful CPC (cost-per-click) campaign:

Clearly define your objectives: Determine what you hope to achieve with your CPC campaign, such as generating leads or increasing website traffic. This will help you determine the right keywords to target and the budget to set.

Research keywords: Carefully research and select keywords that are relevant to your business and the products or services you offer. These should be terms that users are likely to search for when looking for a product or service like yours.

Use negative keywords: Use negative keywords to exclude irrelevant traffic from your campaign. This will help to improve the relevance and quality of your traffic and lower your CPC.

Use ad extensions: Ad extensions, such as site links and callouts, can help to improve the performance of your ads and increase your click-through rate (CTR).

Use A/B testing: Use A/B testing to compare different versions of your ads and see which performs best. This can help you optimize your ad copy and improve your campaign’s performance.

Monitor and adjust: Regularly monitor the performance of your CPC campaign and make adjustments as needed. This can include adjusting your bid amounts, modifying your targeting, or updating your ad copy.

By following these best practices, you can run a successful CPC campaign that helps to drive qualified traffic to your website and achieve your business objectives.
 

Display Advertising


Display advertising is a type of online advertising that involves the use of banner ads or other visual ads that are displayed on websites or other platforms. Display ads are typically served through ad networks, which are platforms that connect advertisers with publishers (websites or apps that display ads).

In a digital marketing strategy, display advertising can be used to promote a brand, product, or service to a wide audience. It can be particularly effective for reaching a specific target audience, as ads can be served to users based on their interests, demographics, and location.

There are several different formats for display ads, including banner ads, native ads, and video ads. Display ads can be served on a variety of platforms, including websites, mobile apps, and social media.

To create a display advertising campaign, advertisers can use platforms such as Google Ads, which allows them to create and target ads, set a budget, and track the performance of their campaigns.

By using display advertising as part of their digital marketing strategy, businesses can reach a wide audience and drive traffic to their website or app.

The steps to create a display advertising campaign are the same as a CPC campaign, along with many of the best practices.
 

Retargeting


Retargeting, also known as remarketing, is a type of online advertising that involves displaying ads to users who have previously visited a website or taken a specific action, such as adding an item to their shopping cart. Retargeting campaigns are designed to bring users back to a website to complete a desired action, such as making a purchase.

Retargeting works by placing a cookie on the user’s computer or device when they visit a website. This cookie is then used to serve ads to the user as they browse the web. The ads can be targeted to the user’s specific interests and behavior on the website, making them more relevant and likely to be effective.

In a digital marketing strategy, retargeting can be an effective way to reengage users who have shown an interest in a company’s products or services. Retargeting campaigns can be targeted to specific users based on their behavior on the website, such as which pages they visited or which products they viewed. This allows businesses to personalize their marketing efforts and increase the chances of a successful conversion.

To set up a retargeting campaign, advertisers can use platforms such as Google Ads or Facebook Ads. These platforms allow advertisers to create ads, set a budget, and target specific users based on their website behavior. Advertisers can also use retargeting platforms such as AdRoll or SharpSpring to create and manage their campaigns.

By using retargeting as part of their digital marketing strategy, businesses can reengage users who have shown an interest in their products or services and drive conversions. Retargeting can be particularly effective for e-commerce businesses, as it allows them to target users who have abandoned their shopping carts and encourage them to complete their purchases.
 

Influencer Marketing


Influencer marketing is a type of digital marketing that involves partnering with individuals who have a large following on social media or other online platforms and using their influence to promote a product, service, or brand. Influencer marketing can be an effective way to reach a specific target audience and build brand awareness.

In a digital marketing strategy, influencer marketing can be used to promote a brand, product, or service to a large and engaged audience. Influencers typically have a loyal following and can help to drive traffic and sales to a website or social media channel.

To implement an influencer marketing campaign, businesses can identify and reach out to relevant influencers in their industry or target market. Influencers can be paid to promote a brand, or they can be given products or services in exchange for a review or promotion.

By using influencer marketing as part of their digital marketing strategy, businesses can tap into the influence of popular and trusted individuals to reach a targeted audience and promote their brand.

What are some Influencer Marketing best practices?

Here are some best practices for using influencer marketing in a digital marketing strategy:

Identify relevant influencers: Identify influencers who are relevant to your industry or target audience and have a large and engaged following.

Establish clear goals: Clearly define what you hope to achieve with your influencer marketing campaign, such as increasing brand awareness or driving website traffic.

Create a content plan: Develop a plan for the content that the influencer will create and share. This should align with your brand’s messaging and goals.

Establish clear guidelines: Establish clear guidelines for the influencer to follow, including what can be shared and what should be avoided.

Disclose the partnership: Make it clear to the influencer’s followers that the partnership is a sponsored collaboration.

Monitor and measure: Regularly monitor the performance of your influencer marketing campaign and use analytics tools to measure its effectiveness.

By following these best practices, you can effectively use influencer marketing as part of your digital marketing strategy to reach a targeted audience and promote your brand.

The amount that you pay an influencer will depend on a variety of factors, including their reach, engagement, and influence, as well as the goals of your influencer marketing campaign.

How much should you pay an Influencer?

Some factors to consider when determining how much to pay an influencer include:

The size of their audience: Influencers with larger followings typically charge more for their services, as they have the potential to reach a wider audience.

Their engagement rate: Influencers with high engagement rates (meaning that a high percentage of their followers interact with their content) are typically more valuable, as their followers are more likely to take action based on their recommendations.

The type of content: The type of content that the influencer creates will also impact their fee. For example, a video review will typically cost more than a simple Instagram post.

The duration of the campaign: The length of the campaign will also impact the fee. A longer-term campaign may require a higher fee than a shorter-term campaign.

Ultimately, the amount that you pay an influencer will depend on your budget and the value that they can bring to your campaign. It’s important to negotiate a fair fee that reflects the value that the influencer can bring to your business.
 

Social Media Advertising


Social media advertising is important in a digital marketing strategy because it allows businesses to reach a large and targeted audience on popular social media platforms such as Facebook, Instagram, Twitter, and LinkedIn.

There are several benefits to using social media advertising as part of a digital marketing strategy:

Wide reach: Social media platforms have a large user base, which means that businesses can reach a wide audience through their advertising.

Targeting options: Social media advertising allows businesses to target their ads to specific users based on factors such as location, demographics, interests, and behaviors. This allows businesses to reach a highly targeted audience.

Measurable results: Social media advertising platforms provide detailed analytics and tracking tools that allow businesses to measure the effectiveness of their campaigns and make data-driven decisions.

Cost-effective: Social media advertising can be more cost-effective than other forms of advertising, as businesses can set a budget and only pay for the results they achieve.

By using social media advertising as part of their digital marketing strategy, businesses can reach a large and targeted audience and drive traffic and sales to their website or app.
 

Video Advertising


Video advertising is a type of digital advertising that involves using video content to promote a brand, product, or service. Video ads can be served on a variety of platforms, including websites, social media, and mobile apps.

Video advertising can take many forms, including pre-roll ads (ads that play before a video), in-stream ads (ads that play during a video), and out-stream ads (ads that appear in a web page but are not associated with a specific video).

In a digital marketing strategy, video advertising can be an effective way to reach and engage a target audience. Video ads can be particularly effective at capturing users’ attention and driving action, as they are visual and often more engaging than other types of ads. Video ads can be used to promote a wide range of products or services, from physical goods to digital services.

To create a video advertising campaign, businesses can use platforms such as Google Ads, Facebook Ads, or YouTube Ads. These platforms allow businesses to create and target video ads, set a budget, and track the performance of their campaigns. Advertisers can choose from a variety of targeting options, such as geographic location, demographics, and interests, to ensure that their ads are served to the right audience.

By using video advertising as part of their digital marketing strategy, businesses can reach a targeted audience and drive traffic and sales to their website or app. Video advertising can be particularly effective for e-commerce businesses, as it allows them to showcase their products in action and demonstrate their value to potential customers. It can also be effective for businesses in other industries, such as service-based businesses, as it allows them to showcase their expertise and build trust with potential clients.
 

Online Sponsorships


Sponsorships within a digital marketing strategy involve partnering with an event, organization, website, or individual to promote a brand, product, or service. Sponsorships can take many forms, such as sponsoring an event, website, sponsoring a team or athlete, or sponsoring a podcast or blog.

Sponsorships can be an effective way to reach a specific target audience and build brand awareness. By aligning with a relevant event, organization, or individual, businesses can tap into their audience and credibility to promote their brand. Sponsorships can also provide businesses with valuable exposure and the opportunity to connect with their target audience in a meaningful way.

To implement a sponsorship as part of a digital marketing strategy, businesses can identify relevant events, organizations, or individuals to sponsor and negotiate a sponsorship agreement. This may include providing financial support or products or services in exchange for promotional opportunities such as ads, webinars, white paper distribution, email campaigns, signage at an event, mention on social media, or a mention in a podcast or blog.

It’s important to carefully consider the fit between the brand and the event, organization, or individual being sponsored to ensure that the sponsorship aligns with the brand’s values and goals. Sponsorships can be a powerful marketing tool, but they can also backfire if the fit is not right. It’s important to do research and due diligence to ensure that the sponsorship aligns with the brand and its target audience.

By using sponsorships as part of their digital marketing strategy, businesses can reach a targeted audience and build brand awareness in a cost-effective manner. Sponsorships can be a valuable addition to a comprehensive digital marketing strategy, helping businesses to connect with their target audience and drive brand awareness and engagement.
 

The Importance of a Digital Strategy


A digital marketing strategy is important for businesses of all sizes because it helps to define the direction and focus of their online marketing efforts. A well-crafted digital marketing strategy can help businesses to identify their target audience, set specific, measurable, achievable, relevant, and time-bound (SMART) goals, allocate resources effectively, and stay competitive in their industry.

A digital marketing strategy can help businesses to effectively reach and engage their target audience, drive traffic and sales to their website or app, and achieve their business goals. It can also help businesses to stay up-to-date with industry trends and best practices, ensuring that their marketing efforts remain effective. Overall, a digital marketing strategy is essential for businesses looking to succeed in today’s digital landscape.

 

Check out our guide to Sales Strategy

Check out our 100-page Sales & Marketing Strategy PowerPoint Template

 

NEXT SECTION: MARKETING STRATEGY

 

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I hope you've gotten some new ideas and perspectives from Stratechi.com. If you want some one-on-one support from me, Joe Newsum, set up some time here. I'm a McKinsey alum who has also been the COO of the 9th fastest growing U.S. company, managed $120 million marketing budgets, led the transformation of 20,000 employees, successfully started two companies from scratch, and amassed a load of experience over my 25-year career. I really enjoy coaching clients and they get a ton of value too. You can see some of their testimonials here.  I have deep experience with this topic, strategic planning, career development, scaling up, workshops, leadership, presentation development & delivery, ramping up new roles, and much more. Read my take on developing a strategyClick here to learn more about me or book some time.

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