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April 18, 2024 | By The Dairy

Strategy is the outline of the approach and activities needed to achieve your business goals and vision. Strategy defines competitive advantage, resource allocation, long-term objectives, priorities, and positioning. With a clear strategy, you will be able to identify the challenges facing your organisation, and decide on the tactics to help you achieve your goal.

A digital marketing strategy is the plan for using digital channels to achieve specific marketing objectives. Channels include organic search, social, PPC, web, and more. Ultimately, you’re looking to expand your reach, and attract and engage your audience.

How do you build a successful digital marketing strategy?

Take stock

Before building any strategy, it’s useful to take a look at what’s already been done, what’s worked well, and what hasn’t. What is the feeling across the organisation in terms of a vision, and is everyone aligned to that vision? It’s also important to consider resources at this stage including; budget, time, and the team.

Set clear objectives

It’s important to define your goals and objectives from the beginning. Here you outline what you’re aiming to achieve through digital tactics. This could be increasing web traffic, submissions on a contact form, improving engagement, or expanding reach. However it isn’t enough to just ‘want more leads’, it’s important to set tangible KPIs and review these regularly in order to measure success.

Understand your target audience

To effectively align with your objectives, it’s crucial that you and everyone within the organisation understands your target audience.

For any digital strategy or campaign, it’s a good idea to build persona profiles based on your key customer segment. Persona profiling allows you to develop a thorough understanding of the audience, their goals, and their pain points. Ensuring everyone is aware of and familiar with these personas will improve consistency.

Analyse the competition

It’s good practice to assess your current position in relation to your competitors. Have an active awareness of threats, opportunities and gaps in your service offering to ensure that you remain competitive. It’s also important to find data that can support your findings in order to set a benchmark when moving forward.

Build a customer journey map

Not only do you need to know your audience, but you also need to be familiar with their journey. Knowing their touchpoints, drop off points and sentiment is crucial before you start to enhance their journey and offer a seamless and engaging user experience.

Monitor key metrics

You’ve already set your objectives, so now it’s important to regularly monitor your performance. Analysing important metrics such as web traffic, CTR, engagement levels, reach and page views will serve crucial insights relating to the effectiveness of your strategy whilst highlighting if anything needs to be changed.

Be prepared for change

Organisations are constantly evolving, so your strategy should too – especially when it comes to digital marketing. To maximise your digital experience and engagement, it’s important to remain up-to-date with trends, technologies and best practices. It’s also critical that your personas, goals, and objectives continue to evolve with your business.

Without a clear and defined strategy, your approach, your content and your tactics will be based on guesswork – and this costs money, time, and resources. A robust digital strategy will offer direction, build your brand presence and ensure that you’re targeting the right audience at the right time.

For support with your digital strategy, or to take part in one of our award-winning strategy workshops, with us today.

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