Digital Marketing

What is a digital marketing strategy – the basics

Caitlyn Howitt
26th May 2023
4 minute read

A digital marketing strategy is a plan for using digital channels to reach your target audience and achieve your marketing goals.

It should be based on your business needs, target audience, and budget. Hiring the experts to help you implement a strategy into your marketing budget can skyrocket your business to places you have only dreamed of. We could put you in contact with some pretty good digital marketers to help you with this.

Depending on what your digital marketing requirements are and what you want to achieve from the digital marketing strategy, a well-structured plan can help you with the following:

  • Increase brand awareness
  • Generate leads
  • Drive traffic to your website
  • Increase sales
  • Improve customer loyalty


Step one – define your goals

What do you want to achieve with your digital marketing efforts? Do you want to increase brand awareness, generate leads, drive traffic to your website, and/or increase sales? Defining your goals is the first step in creating a digital marketing strategy.

One of the best ways to set your marketing objectives is to use the SMART goal framework.

This acronym stands for:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time

Imagine you have a solar panel business, and you want to increase followers on Instagram. A good example is, “We aim to grow our social media following by 20% in the next three months. We will make sure to post every day on Instagram.”


Specific – I want to increase the company’s follower base on Instagram by 20%. We’ll reach this by posting every day – 3 reels and 4 static images a week. The content will be based on educational, industry news, promotional, and user-generated content.

Measurable – To increase the number of followers from 1000 to 1200.

Attainable – To grow brand awareness to encourage authority in the industry to promote sales and engagement.

Relevant – We could increase our other social channels using a strategy similar to the above.

Timely – We aim to reach this goal in three months (it is a good idea to set yourself realistic goals. If you reach this goal within half the time, you can decrease your timeframe when you create your next objectives)



Step two – identify your target audience

Who are you trying to reach with your digital marketing efforts?

Once you know your target audience, you can tailor your message and approach to their needs and interests.

Are you wanting to market to a different demographic to try and increase sales?

Have you launched a new product or service which you need help to get noticed?

Once you have determined who you want to market to, everything else will fall into place.


Step three – choosing the proper digital channels for your audience

It would help if you chose the right channels to reach your target audience and help you achieve your goals. Many different digital channels are available, including search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, and content marketing. Based on the SMART example above, social media would be the correct channel. However, you would not just use social media to increase your social media; we know it sounds daft. That’s where the experts would step in.

Step four – track your results.

This will help you to see what’s working and what’s not. Looking at what’s not working is as equally important as looking at what is. Why, you ask? To implement change as soon as possible. You wouldn’t look at a leaky roof and leave it; you would do something immediately to fix the issue. The same applies to the pitfalls in your metrics.

You can use the built-in analytics tools within social media to track this; there are other external tools, but as this is a basic strategy, the internal tools are all you need.


Creating a digital marketing strategy can be daunting, but it’s essential for businesses of all sizes. Following the tips above, you can create a plan to help you achieve your marketing goals.

  • Set realistic goals. Start with a few goals that you can realistically achieve. Don’t try to do too much at once.
  • Be patient. Building an audience and seeing results from your digital marketing efforts takes time. Don’t get discouraged if you don’t see results immediately. Digital marketing is a hard nut to crack.
  • Be consistent. The key to success in digital marketing is consistency. Keep publishing new content, promoting your content, and tracking your results. Drop us a line at, and we can implement your strategy immediately.

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