A digital marketing strategy is an essential tool for any business interested in expanding their online reach and targeting the people who are most likely to buy their product or service.

Developing a digital marketing plan will help you identify what makes your business unique, spread your brand message to ideal customers, measure the success of each campaign, and reveal new opportunities. When you utilize multiple digital channels in your marketing strategy, you are able to create a cohesive online image of your brand. Establishing a positive online reputation is an important aspect of any successful digital marketing strategy. This allows you to generate trust and loyalty with the relationships and conversions you create.

Digital marketing is a cost-effective way to increase the visibility and online reach of your brand, provide you with new ways to target your audience, gain exposure, and build effective brand recognition. Having a cohesive digital strategy in place gives you a comprehensive overview of all metrics that are important to your business and enables you to focus on accurately measuring results and utilizing data-driven analytics to make informed decisions for future improvements. Daily insights allow you to make adjustments on the spot to run successful digital campaigns.

How do you establish an effective digital marketing strategy? Follow the steps below to get started:

  1. Define your brand
  2. Create S.M.A.R.T goals and objectives
  3. Identify your target audience and build buyer personas
  4. Decide on which digital channels to focus on for individual campaigns
  5. Establish a budget for each digital channel
  6. Conduct keyword research
  7. Optimize your digital content for mobile use
  8. Track and monitor results
  9. Adjust and pivot your strategies based off the analytics you measure

Planning a digital marketing strategy should not be pushed aside or over complicated. Simply leverage multiple digital marketing channels that support your overall goal and generate an ROI. Keep in mind, you need to spend money to make money.

Different digital marketing channels include:


Search Engine Optimization is the process of optimizing your website to “rank” higher in search engine results online and direct more traffic to your site from members of your target audience.  This is accomplished by posting quality content and utilizing keywords to drive traffic. Content that benefits from SEO include websites, blogs, and infographics.

Paid Advertising

Online advertising helps you increase brand visibility, reach, website traffic, and conversions. There are different types of advertising strategies you can implement to achieve your goals.

Website Optimization

Your website is the core of your digital marketing strategy and each marketing effort should trigger back to it. A great website design utilizes a mix of different content types like visual, written, and audio.

Email Marketing

Companies use email marketing as a way of communicating with their existing customers and growing their current client base. Email is often used to follow up with clients, promote content, inform others about discounts and events, as well as to direct people toward your website.

Social Media Marketing

Promoting your brand and content on social media channels is important to increase brand awareness, drive traffic, and generate leads. Follow these easy tips to stay relevant on your social platforms. Plan out your social media posts, create a cohesive image between posts and your business goals, utilize scheduling tools, share different types of posts, keep your content relevant, interact with your followers, and track analytics for best results.

Having trouble defining a digital marketing strategy for your company? Not sure where to start?

Let the experts at RJ Donnelly Media help you establish a cohesive digital marketing strategy. Schedule your complimentary consultation today!