The Full Digital marketing Strategy Guide for Small Businesses

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As a small business owner, you know that digital marketing can help your company reach new heights. But when it comes to creating a successful campaign, you may feel overwhelmed.

But you know what? This will change!

This guide is designed to help you develop a realistic digital marketing strategy that meets your business goals and budgets.

A successful digital marketing strategy requires a great plan. It will include how you decide which platforms to use, how to market on each one, and how to measure the effectiveness of your efforts.

With that being said, let’s take a look at the different components of a digital marketing strategy and how you can enhance your digital presence in 2022.

What Is A Digital Marketing Strategy?

A digital marketing strategy is how you decide to use technology to market your business. Its uses various strategies that use digital channels to reach and impact target audiences

Digital marketing strategies have a wide variety of potential benefits for small businesses, including an improved customer experience, increased customer loyalty, and enhanced brand recognition.

In a more simple way, a digital marketing strategy is the foundation of your online presence and it consists of the activities and methods used to engage with consumers in order to create, build, maintain and enhance customer relationships.

What Is a Digital Marketing Campaign?

digital marketing strategy

Now that you’ve got a better understanding of what a digital marketing strategy is and why you need one, let’s take a closer look at the first component of any digital marketing strategy; the digital marketing campaign.

So, what is it exactly?

A digital marketing campaign is a collection of activities and channels that support your digital marketing strategy. It provides a stream of content for audiences, online sales efforts and ways to measure performance.

In other words, a digital marketing campaign is the set of tactics used to meet specific goals and continuously improve your business.

A good digital marketing campaign is one that works as a cohesive unit rather than as separate campaigns, which results in more efficient strategies and more focused strategies.

What Makes a Digital Marketing Strategy Successful?

With the proper digital marketing strategy, you can make your business thrive even in this competitive era, where there are 9.1 million businesses online worldwide and 2.5 million only in the US.

The competition may be huge but this also means that you can get a piece of the cake, with a well-calculated marketing plan.

This means that you have the possibility to reach so many people and improve your chances of turning them into customers.

If you don’t have a solid digital marketing strategy in place, there’s a good chance that your online presence will be limited to one website and a few social media profiles.

Using multiple platforms just makes sense when it comes to engaging with customers. The potential benefits of a digital marketing strategy are sometimes understated.

They include enhanced customer loyalty, increased customer experience, and more efficient business processes.

Imagine if you can provide your customers with the information they want without them having to ask for it.

Customers will start to trust and rely on you for all of their needs.

You’ll also see a decrease in complaints and unhappy customers as a result of using digital marketing strategies that work.

As a matter of fact, online marketing strategies can even help you automate many of your daily business tasks, saving you time and money while making your job easier.

Now that we’ve covered what a digital marketing strategy is and why it’s important, let’s take a look at an actual strategy and how you can create one of your own (along with the basic requirements and steps to actually implement it).

The 7 Stages of Planning a Digital Marketing Strategy

Ok, enough with the basics! Time to get down to the nitty-gritty of creating an effective digital marketing strategy.

1. Establish goals and objectives

digital marketing strategy planning

What do you want to achieve with your digital marketing strategy?

Is it about growing sales, getting more leads or adding reviews for your service/products

Or are you struggling to find new customers? Are you trying to solve a problem or are you looking for a solution?

You need to figure out what your main business goals are before you can create a digital marketing strategy that will support them.

2. Develop a brief plan of action

You need to decide how you’re going to measure your campaign’s performance. How are you going to know if it’s working?

How are you going to evaluate your campaigns’ effectiveness against the goals and objectives? Write down the key metrics for each campaign.

Remember, these metrics don’t just need to be sales or leads – they can also be engagement and other signals such as customer satisfaction, word-of-mouth or overall company reputation.

3. Define success

What are your digital marketing goals and how will you measure success

Can you achieve your goals and objectives with a digital marketing strategy or do you need to dig deeper and find another solution?

4. Identify the barriers to success

As with any type of business, the path to success is not always smooth. Once you’ve established your main objectives, it’s time to focus on what might stand in the way of achieving them

Is your budget too low? Are you working against external circumstances that you can’t control, such as changes in the economy, or a new competitor that’s entering the market?

How are you going to overcome these barriers, or will you need to make adjustments to your digital marketing strategy to help deal with them?

5. Set a timeline

Regardless of what type of campaign you’re creating, it’s important to set a realistic timeline.

This should include how long each stage will take and when your campaigns will be ready for launch.

Don’t expect to get everything done in one fell swoop; you’ll be setting yourself up for disappointment if you do.

6. Define your marketing budget and spend your budget wisely

digital marketing strategy 1

When you’re setting out to create an effective digital marketing strategy, it’s important to keep an eye on costs

How much will you need to invest?

Try to keep expenses under control and make sure that you’re spending only what is necessary as opposed to making unnecessary purchases of overpriced equipment that won’t make a difference to your business.

7. Measure everything and iterate

One of the biggest mistakes businesses make when creating a digital marketing strategy is failing to measure or evaluate their performance.

It’s also a problem for marketers who rely on gut instinct over actual data.

You should be able to see how your digital marketing strategy performed against your goals and objectives at each stage of the campaign.

If you can’t, you’ll continue using strategies that don’t work and that are costing your business time, energy, money and other resources.

9 Steps to Creating A Successful Digital Marketing Strategy Plan?

After planning your business’s digital marketing strategy, it’s time to actually create the plan.

This doesn’t have to be a daunting task, as there are some easy steps you can take to ensure that the process moves along smoothly and in the long term.

1. Create a buyer persona

What is your ideal customer like? Is he male or female? Does he live in a major city or suburb?

Do you want to reach men, women, teenagers, dads and moms? What do they prefer to read online, what are their priorities and how are they likely to behave online?

A buyer persona has to be the most crucial factor when creating a digital marketing strategy.

If you don’t know who your audience is, it’s not likely that you’re going to be able to create strategies tailored towards them.

It’s also hard to foster engagement if your strategies aren’t geared towards the customers or audience that you want to attract.

How are you going to deliver the right message and frequency of messages if you don’t have a clear idea of who is most likely to show interest?

This step can be a tricky one, as everyone has slightly different tastes and preferences.

It’s best to create a buyer persona that takes into account the most common preferences of your target audience and what they want to hear from you.

2. Define your competitors

How will your competitors react to your strategies? How much time and energy will you have to spend fighting them.

How can you use information about your competitors in order to help you succeed with your digital marketing strategy?

definie your digital marketing strategy

The online market is crowded, which means there are countless businesses vying for their spot in the digital marketplace.

You need to research your competitors and understand who you’re up against.

3. Identify the digital marketing tools you’ll need

What are the main digital marketing tools that you’ll need to use in order to create your digital marketing strategy? What free resources can you access?

It’s likely that the most important digital marketing tools will be a content management system and a website. Content management systems are often used for blogging, podcasts and other forms of online content.

If you don’t have a website, you don’t exist, period!

A website will be your face to the world and will be the first thing people see when they are searching for something on Google or any other search engine.

It needs to look professional, contain relevant and useful content, be updated regularly and have easy-to-read navigation.

Doing all of this manually is a time-consuming process that you don’t want to deal with and we can definitely help you with that. Learn more here.

Get in touch with us to see how we can help.

4. Evaluate your existing digital assets

This evaluation is similar to creating a buyer persona. The goal is to dig deep and decide which of your existing digital assets (such as online content, blogs, etc.) are most valuable.

What can you do to improve these assets? How can you use them in your digital marketing campaign to better reach and connect with your audience?

There’s a saying that goes something like, “What gets measured gets managed.”

This means that businesses that know exactly what they want to measure and take the time to do so effectively, will be able to make important changes in their business model as a result.

When you’re creating your digital marketing strategy, it’s smart to aim for a comprehensive evaluation of all existing digital assets.

As I said a few lines up, these assets are the foundation of your digital marketing plan.

You need to be able to tell which ones you should focus on and which ones you should improve or tweak.

5. Set up your digital marketing plan workflow

When creating a digital marketing strategy, there are a lot of different things that you should keep in mind.

For example, you need to know how to execute your campaigns, how you will measure their performance, what metrics to look at and what types of metrics to use.

If you don’t have a proper process in place for executing your digital marketing efforts, chances are that they won’t be as effective as they could be.

You need to outline what exactly you will do with each digital asset and how and when you’ll execute your strategy.

6. Define your success metrics

digital marketing strategy success metrics

How are you going to measure and evaluate the effectiveness of your digital marketing strategy?

What will constitute a “win” for you, and what won’t?

There is no point in creating a digital marketing strategy if it doesn’t help move the needle.

You need to ensure that your digital marketing strategies are working in practical ways too!

This is where success metrics come in. These are quantifiable measures that you can use to measure the progress of your campaigns when compared over time.

They are also great for tracking and optimizing your performance, so that you know what’s working and what isn’t, and that you can adjust accordingly.

7. Create a strategy for implementation

How are you going to implement your digital marketing plans? What are the steps that you’ll need to take in order to execute your strategy effectively and with little resistance?

If you have an effective execution plan in place, then it’s time to get started.

In fact, if you think about it, every aspect of your digital marketing strategy (from its conception to its implementation) is based on a plan. That makes it easier to manage and control your efforts.

8. Choose your digital marketing channel(s)

If you’re just starting out or don’t have a huge budget, don’t lose your time trying to master every digital marketing channel just yet.

As a beginner or a small business owner, you can focus on channels that are free and easy to use but that can bring some kind of positive ROI.

For example, you’ll want to start by getting your website up and running with a solid content management system and by creating a social media presence.

You may want to start with one or two channels, learn the ebbs and flows of those channels and how to manage them effectively.

As you already know, you should not put all your eggs in one basket.

Don’t forget that no channel is better than the others; they are all as useful as the other in different ways.

It’s important to remember your goals when you’re picking the channels to focus on.

In order to establish a sustainable digital marketing strategy, you need to be creative, strategic and keep your eyes on the prize.

9. Measure and adjust

With your digital marketing plan in place, it’s time to start executing it.

You need to measure your campaign performance, track everything and gather feedback on your campaigns.

Collecting the right data that gives you a clear picture of how well your digital marketing strategies are working is crucial before you move forward.

digital marketing strategy

It will also help you make sure that their effectiveness is measured over time.

If you keep adjusting and tweaking your digital marketing strategies in response to these measurements, they will become more optimized for better results.

If you start measuring and tracking your efforts, you’ll be able to identify what’s working and what isn’t.

The proper adjustments will help you get more bang for your buck. That’s a proven fact!

9 Popular Digital Marketing Strategy Examples

best digital marketing strategy

The digital landscape is so vast, each digital marketing strategy that is being used today is unique and its effects on your company depend on the business vertical you are in, the industry itself and even the size of your company.

As a result, you will find yourself facing a thousand and one opportunities to use digital marketing strategies.

In other words, when it comes to digital marketing strategy examples, you will find it hard to effectively create one that works for all companies as well as one that works for all companies at all levels.

1. Blog

A blog is a great medium to use in order to create awareness about your products and services, increase sales, and build a community. Though the process isn’t an easy one, it’s worth it.

Your best bet is to create a blog with its primary objective to attract traffic that leads back to your website. After all, traffic is a crucial factor when it comes to increasing sales and building brand awareness.

The blog should have a prominent place on your website so that you’re able to present information related to your services, products and also yourself as knowledgeable experts in your field.

2. Social Media

Social media is a great way to market your business online and make it easier for people to find out about your products and services.

It’s also an effective way to connect with potential customers through social networks, thereby fostering relationship building.

With social media marketing, you can disseminate information related to your company and its services, giving yourself an opportunity to present the best of what you have on offer.

You can use all or just some of the social media platforms for effective social media marketing and include them in your digital marketing strategy.

3. Email Marketing

Continuously sending out emails to people who have opted in to your email list gives your company a chance to re-introduce your products and services as well as give them offers for the purchase of these products and services.

Email marketing helps you inform customers about the status of their orders, upcoming events, special discounts and more. It’s an effective way to build customer relationship and increase sales.

Building your email list is easier than ever, but you have to be careful not to spam people.

4. Paid Search Advertising (PPC)

Paid search advertising is a great digital marketing strategy if you know how to execute it properly in order to get the most out of it.

The idea is to pay a search engine to display your ads in response to a person’s search query.

Paid search advertising can be used for the promotion of a website, blog or even for the launch of a new product or service.

Advertising through Google Ads or Bing Ads is an effective way to reach potential customers around the world who are looking for what you’re selling.

It’s one of the most cost-effective ways to market your business online.

5. SEO

SEO is a combination of search engine optimization and marketing. SEO can help you improve your website rankings and make it more visible on search engines like Google and Yahoo.

As your website ranks higher in the search results of relevant keywords, you will get more traffic, which will eventually lead to increased sales, if you have a solid strategy to follow.

Your goal with SEO is to ensure that your website ranks well enough so that people know about it and visit it.

6. Videos

If you think that your business is a perfect fit for video marketing, then you’re right.

Video marketing is an effective way to tell your story and build brand awareness by making use of video.

Your videos can be used for communicating with customers, and if you have a strong brand image, it will become a great asset for your business visibility.

Videos are very effective as they are able to be shared through social media platforms like YouTube.

7. Micro-Sites

Micro-sites are really small sites that are optimized for specific keywords. In other words, these are smaller versions of your main website that have a specific purpose in mind.

A micro-site is an effective way of building word of mouth, especially when you’re targeting a particular audience that doesn’t visit your main website very often.

8. Mobile Marketing

It’s generally believed that mobile marketing is still a growing trend. As a result, there are many companies who are not quite sure how to use or make use of it.

Mobile marketing, when done properly, is an effective way to market your products and services as people do prefer mobile apps over desktops and laptops in their everyday lives.

Just keep in mind that you need to provide specific content that will be useful for users and not just pages on your website.

9. Affiliate Marketing

Affiliate marketing is an effective way to promote your products and services online.

You simply find affiliates who are willing to blog or promote your business for a commission.

Affiliate marketing can be an efficient way for you to get your products in front of potential customers and motivate them to eventually make a purchase.

What Is The Best Digital Marketing Strategy?

With all the digital marketing strategies out there, choosing your best strategy is not an easy task.

You simply have to choose the one that matches your objectives and values.

Ultimately, there is no one-size-fits-all digital marketing strategy that works for all businesses.

Research on the various digital marketing strategies and digital marketing platforms and then choose the one or two that will work best for your business.

The Best Tools for Digital Marketing in 2022

Choosing the best tools for digital marketing might be a daunting task since there are so many on the market.

Let’s have a look at the most essential ones:

1. Content Marketing Tools

For those of you who will be more focused on online content than PPC for e.x, investing in the best content marketing tools is critical.

It’s one of the most effective ways for you to attract the attention of your potential customers and build your brand awareness.

List of the best content marketing tools:

  • HubSpot (all-in-one content marketing platform)
  • WordPress (a great platform for online content creation)
  • Buffer (automate your digital marketing campaigns)
  • Trello (team collaboration tool)
  • Buzzsumo (content curation tool)
  • SEMRush (keyword research tool)

2. Email Marketing Tools

Email marketing is still an effective way for you to reach out to your audience and give them good offers.

You can also build a relationship with your customers as well as let them know about new products and services by emailing them regularly.

List of the best email marketing tools:

  • ActiveCampaign
  • MailChimp
  • Infusionsoft
  • ConvertKit
  • GetResponse

3. Social Media Tools

Social media has become a powerful channel for marketing your products and services. It’s simply a matter of looking for the right social media tools to improve your digital marketing strategy.

List of the best social media marketing tools:

  • Hootsuite (social media management tool)
  • Buffer
  • MeetEdgar
  • Agorapulse (social media marketing tool)
  • Buzzsumo

4. SEO Tools

SEO is one of the most efficient strategies for increasing your digital presence as it will get your website ranking high in the search engines and make it easier for people to visit it.

List of the best SEO tools:

  • Ahrefs (keyword research tool)
  • Semrush (keyword research tool)
  • Yoast (content optimization tool)
  • Rankmath (content optimization tool)
  • Google Search Console (analyze your organic traffic)
  • Majestic SEO (analyzing your website’s performance from a set of metrics)

5. Analytics Tools

When you start a digital marketing strategy, you will want to be able to measure its effectiveness. There are numerous analytics tools out there for you to choose from.

You want to be able to track your ROI and gauge whether or not your investment was worth it in the long run.

List of the best analytics tools:

  • Google Analytics
  • Hotjar
  • SEMRush
  • Mixpanel
  • Matomo (Formerly Piwik)
  • Google Search Console

6. CRM Tools

CRM stands for Customer Relationship Management. It’s a critical digital marketing strategy that will help you build and maintain a relationship with your customers.

List of the best CRM tools:

  • Hubspot
  • Zoho
  • Salesforce
  • Insightly
  • Apptivo

Final Thoughts on Digital Marketing Strategy

Digital marketing will become increasingly important for businesses in the future.

Having a digital marketing strategy is the first step for you to increase your overall business revenue.

As a small business owner, your marketing efforts should not go to waste.

Instead, they should be well planned and effective so as to boost your sales, help you to build brand awareness, and get your business seen by the right people.

Digital marketing can help you accomplish and scale these goals.

Once you’re able to formulate your marketing strategy and choose a convenient digital marketing platform, you’re already on your way to success.

But it all starts with one effective strategy. Make sure that you implement and execute that strategy effectively so that you can get the best out of it.

While marketing strategies are not similar for all businesses, you can always take notes from these examples and adapt them to your needs.

With all the types of digital marketing strategies and digital marketing channels out there, it is imperative that you make the right decision as to which one is best for your business.

I hope this guide will help you choose your best digital marketing strategy and create a digital marketing plan that will help you reach your business goals.

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