What a digital marketing strategy includes
- Goals: measurable business targets, such as 30 qualified leads a month.
- Audience: your buyer personas and the problems they want solved.
- Positioning: why customers should choose you over the alternatives.
- Channels: where you will reach people, and the role of each channel.
- Content and offers: what you will publish, and what you will ask people to do.
- Budget and resources: who does the work and what it costs.
- Measurement: the KPIs you track, and how often you review them.
Common digital marketing strategies
- SEO and content marketing: earn organic traffic by answering what customers search for.
- Paid search: capture existing demand quickly with Google Ads and Microsoft Advertising.
- Social media marketing: build awareness and community, organically and with ads.
- Email marketing and automation: nurture leads and bring customers back.
- Local SEO: win customers searching nearby, through your Business Profile and local pages.
- Conversion rate optimization: turn more of your existing visitors into customers.
Strategy vs tactics
The strategy is the overall approach: which customers, which channels and why. Tactics are the specific actions that carry it out, such as a weekly newsletter, a Google Ads campaign for one service or a series of blog posts. Good tactics can’t rescue a strategy aimed at the wrong audience or goal.