Essential Digital Marketing Strategies You Should Know About

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To gain a deeper understanding of digital marketing strategies, delve into this list of widely employed strategies in various industries. Acquiring knowledge of these strategies is crucial to your ultimate success. While pursuing a degree in marketing or a related field can be beneficial for your career, in the interim, familiarise yourself with these fundamental marketing strategies:

Content Marketing
Paid Advertising
Account Based Marketing (ABM)
Search Engine Optimization (SEO)
Social Media Marketing
Influencer Marketing
Podcasting
Email Marketing
Video Marketing

Digital marketing is not one-size-fits-all. Each business possesses distinctive needs and objectives, hence every marketing team adopts a unique approach. However, there are numerous online marketing strategies that can be implemented to enhance brand visibility and attract new customers. Here are some common yet effective strategies that can aid in formulating a comprehensive digital marketing plan:

1. Content Marketing

Content marketing revolves around crafting and sharing valuable, pertinent, and consistent content to captivate and engage your target audience. Instead of bombarding your audience with advertisements and promotional messages, content marketing focuses on providing customers with genuinely interesting and useful information. The ultimate goal is to build trust, establish thought leadership, and prompt profitable customer action. Blogging, a prevalent content marketing tactic, is pivotal for businesses aiming to allure genuinely interested customers.

Online Marketing Benefits of Content Marketing:

Boosts Web Traffic
Establishes Authority and Credibility
Generates Leads and Conversions

2. Paid Advertising

An organic content marketing strategy is only part of the equation. Implementing non-organic plays, such as paid advertising, is equally vital. Paid advertising not only enhances brand awareness but also reaches audiences who may not discover your business organically. This strategy is especially crucial during the initial stages of blog growth when traffic may not meet expectations.

There are several advertising types to consider adding to your digital strategy, including social media advertising, pay-per-click (PPC), Google Ads, and online advertising. The advantage of advertising lies in its independence from content or SEO strategies. It simply requires crafting compelling copy, selecting imagery, and launching your advertising campaigns.

Online Marketing Benefits of Paid Advertising:

Targeted Campaigns
Measurable Results
Flexibility

3. Account-Based Marketing (ABM)

Account-based marketing (ABM) is a strategic marketing approach that concentrates on targeting and engaging specific high-value accounts or key decision makers within those accounts. Rather than employing a broad approach to reach a wide audience, ABM tailors marketing efforts to address the needs and preferences of specific target accounts. This strategy is particularly apt for B2B organisations and industries with intricate sales cycles, where fostering robust relationships with specific key accounts is pivotal.

Online Marketing Benefits of Account-Based Marketing:

Personalised Approach
Alignment Between Marketing and Sales
Improved Customer Retention

4. Search Engine Optimization (SEO)

SEO involves optimising your web content, structure, and technical aspects to enhance its visibility and ranking on search engine results pages (SERPs). The primary objective of SEO is to augment organic, non-paid traffic to your website from search engines like Google and Bing. If your product pages are struggling to attract traffic, SEO is your best recourse to bolster their visibility to potential customers searching for your products and services.

Online Marketing Benefits of SEO:

Increases Organic Traffic
Improves User Experience
Provides Long-Term Benefits

5. Social Media Marketing

Social media marketing is an effective means to elevate brand awareness online and fortify your digital strategy. It involves crafting and sharing content on platforms such as Facebook, Instagram, X, TikTok and others to captivate attention, drive website traffic, and generate leads. This strategy is especially beneficial for cultivating a community around your brand, enabling direct engagement with your audience, fostering personal connections and nurturing brand loyalty.

Online Marketing Benefits of Social Media Marketing:

Increases Brand Awareness
Boosts Engagement
Rich Insights and Analytics

6. Influencer Marketing

The global market for influencer marketing has witnessed exponential growth, making it more prevalent than ever. By collaborating with influencers, brands can leverage their reach to create content promoting their products or services. Various partnership avenues include sponsored content, guest blogging, product collaborations, influencer takeovers, and more. Prior to engaging with an influencer, thorough research is essential to ensure alignment with your values and messaging.

Online Marketing Benefits of Influencer Marketing:

Brand Exposure
Authentic Content Creation
Trust and Credibility

7. Podcasting

The surge in audio marketing is evident — just look at the showdown between Clubhouse and Twitter Spaces vying for market dominance. While platforms like Clubhouse differ from podcasting, the principle remains the same: Educate and engage an audience while they’re on the move. All they need is a device that plays audio. Podcasts can be a pivotal component of your digital strategy, enabling you to reach people on platforms beyond search engines and social media channels. Moreover, it’s a more spontaneous, natural medium — though, meticulous planning for each episode is crucial to ensure the delivery of genuinely beneficial content.

Online Marketing Benefits of Podcasting:

Discoverability
Authenticity
Sustainability

8. Email Marketing

Email marketing is a cornerstone of digital strategies today, offering abundant opportunities to nurture highly interested customers. After all, individuals wouldn’t subscribe to a newsletter from a brand that doesn’t interest them, and a business shouldn’t be emailing non-subscribers anyway, as it risks compromising email deliverability. You can amass subscribers through various avenues such as your blog, contests, and webinars. Every time someone provides their email and consents to receive communication, you have full permission to target them with an email marketing campaign.

Online Marketing Benefits of Email Marketing:

Builds Relationships
Drives Traffic to Your Website
Easy to Track

9. Video Marketing

With platforms like TikTok and Instagram Reels on the ascent, video marketing is more prevalent and effective than ever. In fact, 92% of video marketers surveyed by Wyzowl reported a positive ROI on video content. Videos are compelling because they enable personal communication with your audience and can convey a wealth of information concisely, keeping your audience engaged and saving them time. Integrating video as a vital component of your digital strategy enables you to showcase your brand’s creativity and explore diverse content formats.

Online Marketing Benefits of Video Marketing:

Boosts SEO
Better Retention
Enhances Reach

Understanding these pivotal marketing strategies equips you with the expertise needed to navigate and flourish in the evolving digital business world and formulate a robust marketing approach that resonates with your audience and propels your brand towards success.

Crafting Your Digital Marketing Strategy Document

Now it’s time to amalgamate these elements into a cohesive marketing strategy document. Your strategy document should outline the series of actions to achieve your goals, based on your research. Let’s explore how our digital strategy template can facilitate this process.

Digital Marketing Strategy Template

While a spreadsheet can be efficient for mapping your digital marketing strategy, it can swiftly become unwieldy. For long-term planning spanning six to 12 months, a dependable digital marketing strategy document is imperative. Our free digital marketing plan template guides you through your business summary, initiatives, target market, competitor information, marketing strategy, budget, specific channels, and metrics. Write all of these elements on a A4 sheet and get writing! Utilise this template to outline your annual digital marketing strategy and tactics, providing a structured timeline for your activities, aiding effective communication of plans among colleagues.

I hope you’ve benefited from these last 3 blog posts. I’m confident that they will help you organise your business’s ideas and plan of action. Now go change the world!

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