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What Is Digital Marketing?

In short: Your digital marketing strategy is the series of actions that are going to help you achieve your goal(s) using online marketing. The term ‘strategy’ might seem intimidating, but building an effective digital strategy doesn’t need to be difficult. In simple terms, a strategy is just a plan of action to achieve a desired goal, or multiple goals. For example, your overarching goal might be to generate 25% more leads via your website this year than you drove last year. Depending on the scale of your business, your digital marketing strategy might involve multiple goals and a lot of moving parts, but coming back to this simple way of thinking about strategy can help you stay focused on meeting those objectives. Despite our simplification of the term ‘strategy’, there’s no doubt it can be difficult to get started actually building one. Let's see what a digital marketing campaign looks like, and then, we'll jump into those seven building blocks to help you create an effective digital marketing strategy to set up your business for online success.

Business owner can implement to help their business grow.

Digital Marketing Toolkits

Paid Search

Paid search, or pay-per-click (PPC) advertising, typically refers to the “sponsored result” on the top or side of a search engine results page (SERP). You only pay when your ad is clicked. You can tailor your PPC ads to appear when specific search terms are entered, creating ads that are targeted to a particular audience.

SEO

Simply put, search engine optimization (SEO) is the process of optimizing the content, technical set-up, and reach of your website so that your pages appear at the top of a search engine result for a specific set of keyword terms. Ultimately, the goal is to attract visitors to your website when they search for products, services, or information related to your business.



Content Marketing

Creating clever content that is not promotional in nature, but instead educates and inspires, is tough but well worth the effort. Offering content that is relevant to your audience helps them see you as a valuable source of information. On top of that, resourceful content makes it less likely that they will tune you out.

Social Media Marketing LEARN MORE

People aren’t just watching cat videos and posting selfies on social media these days. Many rely on social networks to discover, research, and educate themselves about a brand before engaging with that organization. For marketers, it’s not enough to just post on your Facebook and Twitter accounts. You must also weave social elements into every aspect of your marketing and create more peer-to-peer sharing opportunities.



Email Marketing

Email has been around for more than two decades, and it’s not going anywhere anytime soon. It’s still the quickest and most direct way to reach customers with critical information. The reason is simple: Consumers are very attached to their emails. Just ask yourself how many times you have checked your email in the past hour...See what we mean?

Mobile Marketing

As mobile devices become an increasingly integral part of our lives, it’s vital that marketers understand how to effectively communicate on this unique and extremely personal channel. Mobile devices are kept in our pockets, sit next to our beds, and are checked constantly throughout the day. This makes marketing on mobile incredibly important but also very nuanced.

Quantitative Information

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Location

You can use web analytics tools like Google Analytics to easily identify.
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Age

Depending on your business, this may or may not be relevant.
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Income

It’s best to gather sensitive information like personal income.
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Job Title

This is something you can get a rough idea of from your existing customer.
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Challenges

Again, speak to customers, sales and customer service representatives.
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Hobbies and interests

Speak to customers and people who align with your target audience.
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Priorities

Speak to customers and people who align with your target audience .
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Set & Measure Your KPIs

Get specific with your KPIs by identifying the figures you will be held accountable.

Digital Marketing Strategies

Gain the power and flexibility

Bring In The Right Customers

Find and engage the right customers. Help them learn what they want to know about your products as they begin their journey. Learn about search marketing, landing pages, web personalization, forms.

Build Long-Term Relationships

Easily build and scale automated marketing campaigns across channels that engage your customers in a personalized way, without support from IT. Learn about our email marketing, nurturing, ad targeting.

Increase Revenue By Focusing

If you have a sales team, marketing automation helps you identify the best prospects and customers and close more business by triggering a sales call at exactly the right time. Learn about our scoring, nurturing.

Measure And Optimize

Move beyond just simple opens and clicks. Quickly determine how each of your marketing programs and channels impact revenue. Learn about our calendar, marketing analytics, and Marketo Moments.Move beyond just simple opens.

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