The Ultimate Guide to Marketing Strategies & How to Improve Your Digital Presence

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This is a comprehensive guide that provides you with the best marketing strategies for your digital presence.
The Ultimate Guide to Marketing Strategies & How to Improve Your Digital Presence

The “marketing strategy examples” is a guide that contains various marketing strategies. The guide also includes information on how to improve your digital presence.

The Ultimate Guide to Marketing Strategies & How to Improve Your Digital Presence

Is it safe to assume that digital is now a big aspect of your marketing strategy? Probably.

Consumers and companies alike are nearly constantly online and on the move, and you want to be able to contact them and analyze their behavior wherever they are.

→ Download Now: Free Marketing Plan Template

However, when a firm grows, the ever-changing digital world may rapidly become daunting. How do you effectively establish, fine-tune, and manage an agile digital marketing strategy while juggling a lot of other duties and tasks?

We’ve put up this marketing strategy guide to assist you in improving your web presence and expanding your business.

What is the definition of a marketing strategy?

A marketing strategy is a targeted and attainable plan for achieving a specified marketing-related objective (or goals). It considers what your company is already doing well and what you’re lacking in terms of the goal you set, making you more likely to achieve it.

This digital marketing plan template can help you get started if you’re a small firm and don’t know where to start. It contains helpful hints and templates to help you succeed.

Returning to the original question, do you know the difference between a marketing strategy and a marketing tactic? We’ll go over it later.

Tactics vs. Strategy

A strategy is your destination – it’s a doable, well-thought-out plan for achieving your goal. Within your strategy, tactics are tangible and measurable measures that guarantee you attain your goal.

Any plan, whether marketing or not, has three components:

    1. An assessment of your problem
    2. A strategy for coping with the problem.
    3. A series of specific acts that must be taken in order to carry out the policy.


Your marketing plan may have multiple moving pieces, each with its own set of objectives, depending on the size of your company. Working on your approach, though, might be difficult at times.

So, if you’re ever feeling overwhelmed by your marketing approach, keep these three stages in mind to keep you focused on your goals.

Check out the following list of fundamental marketing techniques typically used by teams across a variety of sectors to get a better idea of what they contain.

Marketing Fundamentals

  • Create a blog.
  • Use certain social media networks to promote your business (e.g. Facebook Ads or Instagram Ads).
  • Make instructional materials available for free.
  • Optimize your digital material for search engines.
  • Make a contest and/or a giveaway.
  • Different marketing kinds should be tested to see which ones perform best for your target demographic.
  • Set up a webinar.
  • Make a podcast about it.
  • Make an email marketing campaign.

Let’s have a look at the digital marketing plan now.

What is the definition of a digital marketing strategy?

A digital marketing strategy aids your company in achieving specified digital objectives by using carefully chosen online marketing channels such as paid, earned, and owned media.

“Digital marketing strategy” and “digital marketing campaign,” like marketing strategies and methods, are often interchanged. So, what’s the difference between them?

In the parts that follow, we’ll go through it.

What is the definition of a digital marketing campaign?


Digital marketing campaigns are the building blocks and activities that propel you toward a specified end goal in your digital marketing strategy.

For example, if your digital marketing strategy’s ultimate aim is to produce more leads via social media, you may execute a Twitter-based digital marketing campaign. To create more leads using Twitter, you may publish some of your company’s best-performing gated content.

How to Develop a Digital Marketing Plan

Make a list of buyer personas. Determine your objectives and the digital marketing tools you’ll need. Examine your current digital assets and channels. Your owned media initiatives should be audited and planned. Determine your objectives and the digital marketing tools you’ll need. Keep an eye on things and report on them.

1. Create buyer personas.

You need to know who you’re marketing to for any marketing approach, digital or not. The most effective digital marketing strategies are based on thorough buyer personas, and creating them is the first step.

Build your buyer personas using templates to organize your customer groups and strengthen your marketing.

The-Ultimate-Guide-to-Marketing-Strategies-How-to-ImproveBuyer personas are fictional representations of your ideal customer(s) that may be produced by doing research, polling, and interviewing your target market.

It’s vital to remember that this data should be based on genuine facts wherever feasible, since making assumptions about your target audience might lead to a misalignment of your marketing plan.

Your research pool should comprise a mix of customers, prospects, and individuals outside your contacts database that fit with your target demographic to gain a complete picture of your persona.

But, in order to build your digital marketing strategy, what type of data should you collect for your own buyer persona(s)?

That depends on your company; it’ll likely differ based on whether you’re selling to businesses or consumers, and whether you’re selling a high-priced or low-priced item.

Here are some ideas to get you started, which you can fine-tune and fit to your own company.

Information Quantitative and Demographic

  • Use web analytics tools to quickly figure out where your website’s visitors are coming from.
  • Age: Depending on your industry, this information may or may not be significant. If that’s the case, the simplest way to get this information is to look for patterns in your current prospect and contact database.
  • Income: It’s advisable to collect sensitive information like personal income via persona research interviews rather of online forms since individuals may be hesitant to provide this information.
  • Job Title: This is something you can get a general sense of from your current client base, and it’s especially important for B2B businesses.

Information that is both qualitative and psychographic

  • Objectives: Depending on the problem your product or service addresses, you may already know what your buyer persona’s goals are. Speak to genuine consumers as well as internal sales and customer service personnel to confirm your assumptions.
  • Challenges: Talk to consumers, sales and customer service agents, and any other customer-facing staff to learn about the typical issues that your target audience faces.
  • Hobbies/Interests: Inquire about the hobbies and interests of your clients and those that fit with your target demographic. For example, if you’re a fashion business, knowing whether substantial percentages of your audience are also interested in fitness and well-being might help you shape future content and collaborations.
  • Priorities: Find out what’s most essential to your consumers and target audience members in terms of your company by talking to them. If you’re a B2B software firm, for example, understanding that your target market prioritizes customer service above a low price point is really useful knowledge.

You’ll be able to construct precise and very beneficial buyer personas for your organization by integrating all of these facts.

2. Establish your objectives and the digital marketing tools you’ll need.

Your marketing objectives should always be linked to your company’s primary objectives.

If your company’s aim is to boost online revenue by 20%, your marketing team’s goal can be to create 50% more leads via the website than the previous year to help you achieve that goal.

To establish your yearly marketing strategy, identify priority goals, and more, use a high-level marketing plan template.


The Template may be downloaded here.

With the correct digital marketing tools, you should be able to monitor the effectiveness of your plan along the way, no matter what your main digital marketing objective is.

For example, HubSpot’s Reporting Dashboard gathers all of your marketing and sales data in one place, allowing you to rapidly assess what works and what doesn’t in order to optimize your future approach.

3. Evaluate your current digital assets and channels.

When evaluating your current digital marketing channels and assets to select what to include in your plan, it’s best to start with the broad picture to avoid feeling overwhelmed or confused.

Gather what you have and classify each vehicle or asset in a spreadsheet so you can see your existing owned, earned, and paid media in one place.

Media Framework: Owned, Earned, and Paid

To accomplish this successfully, identify the digital “vehicles,” assets, or channels you’re currently utilizing and evaluate what’s a suitable match for your plan using the owned, earned, and paid media framework.

Owned and Controlled Media

This refers to your brand’s or company’s digital assets, such as your website, social media accounts, blog articles, and pictures. Owned channels are those over which your company has total control.

This may also contain some off-site material that isn’t hosted on your website but that you control (e.g. a blog you publish on Medium).

Media that has been earned

The visibility you get via word-of-mouth marketing is referred to as earned media. Whether it’s material you’ve shared on other websites (for example, guest articles), public relations work you’ve done, or the customer experience you’ve provided. The recognition you gain as a consequence of your efforts is known as earned media.

You may get media attention via receiving newspaper coverage and favorable reviews, as well as individuals sharing your material on social media (e.g. social media channels).

Paid Advertising

Any vehicle or channel on which you pay money to attract the attention of your buyer personas is referred to as paid media.

This includes Google AdWords, paid social media posts, native advertising (such as sponsored articles on other websites), and any other channel where you pay for higher exposure.

Let’s look at an example now that you have a better understanding of what this framework comprises.

Assume you have an owned piece of content on your website’s landing page that was developed to assist you generate leads. Instead of working just with owned, earned, or bought media, you know you want to embrace other aspects of the framework.

To increase the amount of leads generated by your content, you make an effort to make it shareable so that your audience may share it on social media. As a result, more people will visit your landing page. This is the element of earned media.

You may promote your material on your Facebook page and pay to get it viewed by more people in your target demographic to help it succeed.

This is how the framework’s three pieces may operate together — albeit it isn’t required for success. For example, if your earned and owned media are both doing well, you may not need to invest in paid. So, consider the best method for achieving your objective, and then include the channels that are most effective for your company into your digital marketing plan.

You may start thinking about what to retain and what to reduce now that you know what’s currently being utilized.

This free Paid Advertising Template will help you keep track of your paid media initiatives.


The Template may be downloaded here.

4. Conduct an audit and make plans for your owned media initiatives.

Owned media is at the core of digital marketing, and it nearly always takes the shape of content. That’s because content encompasses practically every communication your company sends out, whether it’s an About Us page on the website, product descriptions, blog entries, ebooks, infographics, podcasts, or social media postings.

While improving your brand’s online exposure, content helps convert website visitors into leads and consumers. And, if this material is optimized for search engines (SEO), it may increase your search and organic traffic.

Owned content should be a part of any digital marketing plan no matter what your goals are. To begin, consider what material will assist you in achieving your objectives.

If your aim is to produce 50% more leads via your website than last year, your About Us page is unlikely to be part of your plan, unless it has already shown to be a lead-generation machine.

Here’s a quick guide to determining what owned content you’ll need to achieve your digital marketing plan objectives.

Examine the stuff you already have.

Make a list of all of your existing owned material and score each item based on how well it has done in the past in relation to your current objectives.

If your aim is lead generation, for example, rank your content based on which articles produced the most leads in the previous year (such as a blog post, ebook, or site page).

The goal is to find out what’s working now and what isn’t so you can prepare for future content success.

Determine where there are holes in your current material.

Identify any gaps in your content based on your buyer profiles.

Create some if you’re a math tutoring organization and know from research that finding efficient study methods is a key difficulty for your personas.

You can find from your content audit that ebooks housed on a certain form of landing page convert exceptionally well (better than webinars, for example).

You could decide to include an ebook on “how to make studying more productive” in your content development goals for this math tutoring firm.

Make a content production strategy.

Make a content development strategy based on your results and the gaps you’ve found, describing the material you’ll need to achieve your objectives.

This should contain the following:

  • A title
  • Format
  • A goal
  • Channels of promotion
  • Why are you making the content?
  • The importance of the content

This may be a basic spreadsheet that includes financial information if you’re outsourcing content development or a time estimate if you’re doing it yourself.

5. Conduct an audit and make plans for your earned media efforts.

Comparing your prior earned media to your present objectives will assist you figure out where you should spend your time. Examine the sources of your traffic and leads (if that’s your aim), then rate each earned media source from most to least successful.

You can get this information utilizing tools like HubSpot’s Traffic Analytics tool’s Sources reports.


You could discover that a certain piece you published in the trade press attracted a lot of qualified visitors to your website, resulting in higher conversions. Alternatively, you may realize that LinkedIn is where the majority of people share material, resulting in increased traffic.

Based on previous data, the objective is to create a picture of what sorts of earned media will help you attain your goals (and what won’t). However, if you have an idea for something new, don’t throw it out simply because it hasn’t been done before.

6. Conduct an audit and make plans for your paid advertising initiatives.

This procedure is similar to the last one: To find out what’s most likely to help you accomplish your present objectives, assess your existing paid advertising across each platform (e.g., Google AdWords, Facebook, Twitter, etc.).

If you’ve spent a lot of money on AdWords and aren’t seeing the results you expected, it may be time to tweak your strategy or abandon it entirely in favor of a platform that seems to be producing better results.

More information on how to use AdWords for your digital marketing plan may be found in this free guide.

By the conclusion of the process, you should know which paid media outlets you want to keep utilizing and which (if any) you want to exclude from your plan.

7. Put the finishing touches on your digital marketing strategy.

You’ve done your research and planning, and now you have a clear picture of the components that will make up your digital marketing strategy.

Here’s a recap of what you should have learned thus far:

  • Your buyer persona’s clear profile(s) (s)
  • One or more digital marketing-related objectives
  • A list of all of your current owned, earned, and paid media
  • Examine your current owned, earned, and paid media.
  • a wish list or a strategy for creating your own content

It’s now time to put everything together into an unified marketing plan paper. Based on your study to this point, your strategy paper should sketch out the succession of steps you’ll take to reach your objectives.

Let’s talk about how our digital strategy template may assist you.

Template for a Digital Marketing Strategy

While a spreadsheet may be a useful tool for laying out your digital marketing strategy, it can rapidly become cluttered and intimidating.

You’ll need a trustworthy digital marketing strategy document to outline your approach for the long run – often six to twelve months out. But where do you begin? Use our free digital marketing strategy template to get started.

This template will help you establish your target market and competition information, as well as fill out your marketing plan, including your budget, particular channels, and analytics.


Create your yearly digital marketing plan and techniques using this digital strategy template. You can overlay when you and your team will execute each task by planning out these annual plans. Consider the following scenario:

  • You’ll start a blog in January that will be updated once a week for the whole year.
  • In March, you’ll release a new ebook with sponsored marketing.
  • In July, you’ll be gearing up for your busiest month of the year; what do you expect to have learned by then that will inform the material you create to support it?
  • In September, you’ll concentrate on earned media in the form of public relations to generate more traffic in the lead-up to the event.

This method creates an organized timetable for your activity, which will make it easier for colleagues to share plans.

Finally, here are some digital marketing campaign examples and techniques to get you started.

Examples of Digital Marketing Campaigns

1. Béis: Paid Advertisement

Béis, a travel accessory company, recently announced feature changes to one of its items through social media. And they accomplished it in the most effective manner possible: by showing rather than explaining.


The firm demonstrated how their product functioned before and how it performs today after certain fundamental modifications in a 34-second video.

This is an excellent ad since it not only emphasizes a product enhancement but also demonstrates to consumers that the brand is continually evolving and developing. Second, they make sure that the video has captions so that it can be seen without sound.

Omsom: Social Media is number two on the list.

Omsom, an Asian food business, uses its TikTok account to provide behind-the-scenes footage, recipes, and culturally appropriate material.

In a recent video, the brand’s co-founder discussed how one of its essential components is sourced, and how they went the more difficult approach to retain the food’s purity.


Here’s why, as food entrepreneurs, we prefer to make our life more difficult! #sourced #business

Omsom’s original sound

Omsom got it right by emphasizing their brand’s principles while still creating enthusiasm for the goods.

Sharing behind-the-scenes footage with your audience is a terrific approach to engage with them while also highlighting your goal and/or beliefs.

3. Paid Advertising in General

The General decided to rethink its whole marketing approach after reports that customers believed the company was untrustworthy owing to its low-budget advertising.

The firm addressed the elephant in the room and debuted a new-and-improved appearance in a commercial starring basketball legend Shaq.


They also highlight their trustworthiness by stating how long they’ve been in company and how many individuals they’ve assisted.

Brands may not only influence how customers see them, but also demonstrate that they are in sync with their target demographic, by confronting unfavorable impressions head-on.

Improve your digital presence with marketing strategies that help you grow.

Because your plan will be unique to your company, it’s almost difficult for us to build a one-size-fits-all digital marketing strategy template.

Remember, the aim of your strategy document is to lay out the steps you’ll take to reach your goal over time – if it does that, you’ve nailed the fundamentals of developing a digital strategy.

Check out our free selection of content marketing templates below if you’re ready to create a genuinely successful plan to help develop your company.

Note from the editor: This article was first published in October 2019 and has been revised for accuracy.

Marketing Plan Template

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The “how to create a digital marketing strategy” is an article that will give you the ultimate guide on how to market your company. It includes information about what it takes to get started and what are some of the most effective strategies.

Frequently Asked Questions

What are the 4 types of marketing strategies?

A: The 4 types of marketing strategies are Product, Price, Promotion and Place.

What are the 7 marketing strategies?

A: There are 7 marketing strategies. One of them is called the 7 Ps: Product, Price, Place, Promotion, People-Personality Quality, Performance and Packaging.

What is the ultimate marketing strategy?

A: That is a difficult question to answer, as marketing strategies can vary so much depending on what youre looking for.

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