What is a digital marketing strategy?

Posted by james Moores on July 11th, 2019

Despite the growing growth of the Internet, it is natural that it is a big part of your strategy in the digital domain. Other than that, it's best to restart yourself!

Your business customers are almost always online (even if they do not use your service due to a misleading strategy). Naturally, you want to check the online consumer behavior over a specified period in line with the target and target.

But when your business grows, despite the features of the template in cyberspace, and the quick rewriting of this environment, there are cases where you are extremely surprised and in a dilemma of decision making. But what should you really do? How to develop a strategy that responds quickly to surprising factors?

We will explain in this article 7 strategies for you to help you adapt yourself to the market and make your marketing campaigns as good and as possible correct andout of shape.

But before that you should know that at all:

What is a digital marketing strategy?

A digital marketing strategy is an action coordinated and in the same direction that guides you to your goals through online marketing channels and usually in the long run. These channels are of three types  ;

  • The money media called paid media; sites and apps and ... that show you a reposting or a specific purpose for a banner;
  • Acquired media called earned media: Ads, news and feedbacks you have not paid for and the audience is interested in finding your business, or the reasons and other services or products you are introducing.
  • The media that they own the media are: the site, app, social media, and media that you own.

Perhaps the word strategy is daunting for you, but a good strategy is not necessarily difficult. Simply put, it is a purely strategic strategy for achieving a goal or goals defined over time. For example, Buy website traffic is one of my goal can to increase the site sales by 65% this year over the past year.

Depending on your business scale, your digital marketing strategy may include a multiple strategy (multiple strategy) or sub-sets (each with different goals). But a look at the simple concept of strategy definition can help you achieve your goals.

Despite the simple perception of strategy, we can now go along with an appropriate strategy. First, let's look at how a digital marketing campaign works. Then, we will look at the 7 strategies that will help you create an effective digital reward strategy to help you succeed in your business.

What is a Digital Marketing Campaign?

It should be noted that digital strategy differs from digital marketing, but the problem is how to distinguish between these two.

As you have already mentioned, your digital strategy is a series of steps you can take to help you reach your marketing goal. Your digital marketing campaigns are building bricks or actions that will achieve your digital strategy goals. For example, you may decide to share content in the telegram to create more benefits through that channel. This campaign is part of your strategy to achieve the stated goal of digital strategy. Here are some examples of digital marketing campaigns and strategies. These examples are true that belong to outside USA but consider that many of the campaigns that run in USA are an example of successful foreign campaigns, so we should go to the root and not start the shoots.

  •  GoPro
  • Delta Airlines (Delta Airlines)
  • Geico
  • Wafer Company (Wayfair)
  • Mastercard
  • ETF Securities
  • Red Bull


Digital marketing strategy: Earned media, user-created video

If you're interested in filming and photography, you're unlikely to hear the name of this company. GoPro is the name of an American company that develops and manufactures high quality personal cameras. What you may not know is that many of the video content that you see on YouTube and other social networks has not been made by GoPro but has been made by most loyal users.

By sharing its YouTube channel with users, Guerra encourages all fans outdoors to take amazing videos of their adventures and send them.

Look at the video below that has been copied by GoPro:

Delta Airlines (Delta Airlines)

Digital marketing strategy: owned media, twitter stories

You might think that an airline cannot be creative in digital marketing, but it's better to talk about stories on social networks about you.

Delta Airlines is particularly appealing on Twitter, especially Twitter. Delta uses a Twitter account to engage potential customers through a variety of ways in a timely manner with stimuli. The company began sharing personal stories from its employees through its twitter account last month on a monthly basis on breast cancer awareness. The tweets below are one of their stories:

Tweets translated: On the moon's awareness of the moon, we publish the stories of the survivors and fighters of this cancer from the Delta family. Amanda Ross, head of the consumer-oriented department, has been a 13-year-old employee of Delta and is actively involved in breast cancer.


Digital marketing strategy: paid media, YouTube ads that appear before the video (Pre-Roll Ad = pre-video preview ads; you may have seen it repeatedly in postcard)Geico is a major American insurance company. "All you need to hear is the word of Geico to keep in mind that you can save 15% or more on your car insurance." But even a company with such a memorable slogan could be annoying for insurance buyers if its marketing campaign is too long.

That's why Geico launched a series of very short-lived Pre-Roll Ad ads on YouTube.

Pre-Roll Ad YouTube Advertising, as mentioned above, is a form of paid media in which one time is displayed 15 to 20 s before the video (the video audience is often related). While some companies try to incorporate a lot of messages into a small place and create a busy advertisement, Geico will try to show you a message with funny videos in a short time. So, the audience that comes from Ferrari's advert will not refuse to see it at a glance. See one of these ads:

Wafer Company (Wayfair)

Digital marketing strategy: using owned media to label and sell products on Instagram.

Wafer Company was founded in 2002 and is a retail retailer specializing in home appliances such as furniture, decoration and kitchen appliances.  Earlier this year, the company earned $ 1.574 million, with a budget of $ 358 million. Wafers (Wayfair) in 2013 had 1.2 million active customers and delivered 3.3 million orders.

This company has a truly innovative visual strategy, so to say that its photos are not just photos!

Instagram offers companies the opportunity to communicate with the Fallowers with brand-name affinities, such as showing employees and what happens next to a brand; for Instagram Wafers, there's not just one ordinary page in which to put some pictures of its inventions; in fact, the social network for them is a The seller is active.

Wafers label and pricing beautiful images from home interior products using product tags. This digital marketing campaign tells people what the cost of each element in the image is and how it helps Instagram customers to leak. The following image is an example of creative wafers.

 Mastercard (MasterCard)

Digital Marketing Strategy: Use of Owned Media for Client Logbook

MasterCard is a financial services company based in New York. The business of the MasterCard model is such that through the processing of interbank transactions by traders, as well as by issuing credit cards for banks or credit unions that use MasterCard brand buyers or users to buy products or services, such as a debit card (a card that You have a connected bank account, but you can only pay and buy an account balance) or a credit card (a card connected to a bank account, and even if you do not have one, you can pay with it).

MasterCard depicts its brand based on its customers' stories and adventures. But what's better than a digital marketing traveler campaign for a brand based on stories and adventures?!

MasterCard's travel blog helps readers to travel to cities where their resources are provided through MasterCard. This idea is very innovative and attractive because the company not only coordinates with the things that customers want to buy, but also coordinate with where the customer wants to go. Please look at their blog.

 ETF Securities

Digital Marketing Strategy: Paid Media, LinkedIn Promotional Content

ETF Securities is a small asset management service operating in Jersey, London, New York, Sydney and Melbourne, and provides its customers with services in Europe. Because the ETF Securities service is very complex, the company found that most of its customers are people specializing in LinkedIn, and with the help of paid media on this platform, they can find more investment enthusiasts and help customers make smarter financial decisions.

ETF Securities has experienced 95% annual growth with this digital marketing campaign in LinkedIn.

 Red Bull

Digital marketing strategy: owned media, lifestyle news (lifestyle)

Red Bull (Red Bull means red bull) is the brand name that produces energy drinks. There is not much anyone around the world who cannot recognize this drink, even in Iran, in many stores and supermarkets. It's interesting to know that in 2007, more than 3 billion Red Bull cans were sold.

Red Bull is looking for sports that consumes a lot of calories. So, it's natural that people who want a strong drink want it. Instead of producing digital content in energy drinks, the company attracts audiences with content and videos about the latest happenings in the sports community.

In this Red Bull Digital Marketing Campaign, we teach you that what you need to sell is not always your preferred strategy, but it's the style and style of your audience that matters. This is also the Red Bull website; please check out.

Note that even if a campaign lasts for years, it does not create a strategy, it's just a tactic that goes along with the rest of the campaigns to support a larger strategy. For example, remember the same ETF Securities that was mentioned above, a campaign used to promote sponsored content strategy (a type of paid media) to increase its floaters in LinkedIn. This strategic campaign may be a small part of a digital marketing strategy that will generate more benefits for one of its products or business lines.

Okay; now, with the principles of digital strategy and digital marketing campaigns, let's look at how we build our strategy.

Measures to Build a Digital Marketing Strategy:

  • Getting the Buyer's Permanent Properties
  • Identify the goals and tools needed for digital marketing
  • Evaluate your digital channels and resources
  • Review and planning for the owned media
  • Examine and Plan for Earned Media
  • Checking and planning for the Paid Media campaign.
  • Conclusion and synchronization

 Getting the Buyer's Permanent Properties

Some of the people involved in the digital marketing market translate buyer personas into the buyer's personality. I prefer not to use this transliteration, and I will use my interpretation in this article (the proper characteristics of the buyer)

Because the personality has internal and external behavioral aspects, and some behaviors   will not be classified in terms of our profitability (financial or interest), so we need features that interact directly or indirectly with our business. In the case of the constant word in this phrase, I must say that this is a stability of our view and is applicable to our customer-friendly features, not to the customer's behavior that varies.

For each marketing strategy (offline or online) you need to know who you are looking for. The best digital marketing strategy is based on the buyer's knowledge base in your business, and the first step is to get these features and their exact definition (which is specific to your business).

The customer service department shows your favorite audience that can be identified with research, surveys and interviews with your business audience. Note that this information should be based on real data and data, since building a series of assumptions about a customer-friendly customer can put your marketing strategy in the wrong direction.

Your overall research needs to include a mix of customers, prospects, and people other than your audience that is in line with your target community in order to get an overview of your client's customer base.

But what kind of information should you collect in order to get your customer-friendly knowledgeable digital marketing strategy
In fact, this entirely depends on your business, and it may be different depending on whether your business is B2B-based (Business-to-Business) or B2C (Business-to-Consumer) or that your product is produced at a high or low cost. will be. Here are some of the things that can be a starting point depending on your business type.

Little information (demographics)

Location: You can use web analytics tools like Google Analytics to easily identify the location of your Targeted website traffic.

Age: It may or may not be useful depending on your business. It's better to collect this information by identifying Trend in your existing perspective and collecting your customer listings.

Earnings: It's best to get sensitive information like personal income through face-to-face interviews. It is unlikely to conclude via the online form, although even in the interview, most people in Iran, in particular, refrain from saying such cases and try to keep their income as much as possible.

Job title: This item is most relevant to B2B companies and you can easily get your customer list.

Qualitative (psychological) information

Goals: Depending on the need for your product or service, you   may have good ideas for reaching Persson. However, you will achieve better goals by talking to customers as well as customer sales or customer service.

Challenges: Talk to customers, vendors, and services again to help them find commonplace problems for your audience. These challenges can be somewhere you do not even think about so other parts of the community will be very effective.

Hobbies and Interests: Talk with customers and people who are tailor made to your target audience. For example, if you are a brand in the field of fashion and clothing, it's not a bad thing to know if a large section of your audience is also interested in fitness and well-being. Because it can help you build your content and choose your business partners.

Priorities: Talk to customers and people who are tailor made to your target audience to find out what's most important to your business. For example, if you are a B2B software company, knowing if your customer support is more important than competitive pricing is valuable information.

Find this information and build one or more valuable people and make sure they are at the core of digital marketing strategy.

 Identify the goals and tools needed for digital marketing

Your marketing goals should always be relevant to your business goals. For example, if your business goal is to increase your online earnings by 20%, your goal as a marketer may be, for example, 50% more content production through the website than you would achieve in the following year.

Whatever your main goal, you need to know how to measure it, and more importantly, it's the ability to measure it (there's a good digital marketing tool to do that). How to measure the effectiveness of your digital strategy is different for each business and depends on your goal, but it is vital to make sure you can do this because it's the yardstick that will help you set up a future strategy. will do.

 Evaluate digital channels and your resources and assets

Considering existing digital marketing channels as well as your resources and assets, you will have a more comprehensive picture strategy to avoid failing.

Owned media earned media and paid media help you to categorize your advertising channels more closely to your liking.

Owned media

This media refers to items that belong to your brand or company. Website, social networking, email, blog, and everything your business has full control over. This item includes some off-site or off-site content that you own, but not hosted on your website, such as a blog post that you post on Blog or Country Blog and publish in that content.

Acquired media

These media simply refer to the same word-of-mouth marketing, PR (PR) and any advertising you did not spend on. The content posted on someone on your website, PR activities, or the work you have done for the customer experience (CX), and all of this in the purchasing media for the recognition of your activities to achieve your goals.

You can get acquisitions, for example, through references in the press (analytical columns, newsletters, etc.), positive reviews, or people who share your content. Occasionally, you will receive a lot of media outlets by simply typing in a newspaper or a reportage (which is a monetary media).

Paid media

The money-making media, as their name suggests, will be usable in return for payment. Like Google AdWords Ads, E-Networks, Ezine ..., posts and advertisements that are displayed on social networks, banner ads, banner advertising, which will be paid by you and you can buy social media traffic and get sells and profit  through social media network

It's easy to categorize clearly on one page with personal, activated and paid media, and I recommend doing this in an Excel file.

You may use all three channels in your marketing strategy to help you achieve your goal. For example, you may use a landing page on your website to create certain benefits, and to use traffic on this landing page, advertise on social networks and profiles of others, as well as your social networks.

Exactly three sections work together to reach your goal. Usually, the use of all three is not only necessary to make your goals faster. If personal and acquiring personal media are successful, then there may not be a need for money. Everything is about evaluating the best solution to your goal, then add the channels that are better for your business to your digital marketing strategy.

Now you know what to use, so start thinking about what to keep and what to throw away!

 Review and planning for the owned media

At the heart of digital marketing is personal media or owned media. Any message that your business name spreads can be published as content, such as our About page, product page, blog entries, pdf books, infographics, or social network posts.

Content helps your visitors point their website to lead people who first get content about a product or service (online or offline) and may become a customer (or a customer) and improve it. Your brand will also help online, and when it is optimized for search engines, it will drive significant traffic to your website. Whatever your goal, you should use content related to your domain in different formats and in line with your marketing strategy.

To build your digital marketing strategy, you need to decide what content will help you reach your goals. If your goal is to sell 50% more website than last year, then there's probably no page about us in your strategy unless it's already been listed. Let me say something clearer; for example, if you have a business with 30 years of experience and trust in these types of businesses to buy a process, it is an advantage to use this issue on the product page because the customer before Be sure to visit our page for purchase. Otherwise, this page will not be in your strategy, and you just have to consider the key factors.

It's likely that producing an e-book and placing it on your website will lead to more leads towards you, and thus more sales.

Here's a brief process to help you achieve your goals through content:

Review content in line with goals

Make a list of your existing content and give one to three points to match your goals. For example, if your goal is to gain more goals, then rate them according to the conversion rate. Maybe our content is related to the blog, e-book, or even the landing page of your website, which has a good conversion rate.

You must check what works right now and what's wrong and you do not get the result by this, you can set up a good content app for the future.

Diagnose problems to achieve optimal content

According to the buyer, identify the problems in your content and the existing mismatch with Persson. For example, if you are a math tutor and have found that in one of your best-known consultants, one of your greatest challenges is to find attractive ways to study, but you do not have any content to solve this problem, you should work better and get the right content.

By reviewing your content, you might conclude that using ebooks on a landing page can make you a great conversion rate, even better than a webinar, and so on. For example, in the case of the same mathematics tutor, you may decide to add a book entitled "Fun Methods for Learning Mathematics."

Have a content creation program

Regarding the problems you find about your content, write a content production program that contains the content you need to help you achieve your goals. This program should include:

  • Title
  • Format and structure
  • Target
  • Introduce channels or ads
  • Your reason for creating it (for example, if there is a shortage of time, it's best to schedule it or you may not have the right people)
  • Priority level (helps you decide on the content that benefits you the most)

If you want to outsource content creation or assign yourself time, it can be simple on a single page to include financial budget information.

 Investigation and planning of earned media campaigns

Assessing your previously acquired media against your current goals can help you focus your time. Check out where traffic comes from and where to rank from the most effective to the smallest. You can use tools like Google Analytics to do this.

You might find a article that is responsive to many searches and has led to significant traffic to your website or an article with limited searches but most of the results are client-oriented. Or you may find that LinkedIn is a place where many people share your content and create a decent number of visitors, so LinkedIn is worth a lot more time.

The point here is that you should try to create a comprehensive picture of the media that will help you achieve your goals (the English term is "big picture") and leave the old ones focused on options that are worth the time. However, if there is something new you want to try, do not leave it just because you have not tried it anymore.

Checking and planning for the Paid Media campaign.

This process involves a lot of similar things: You must evaluate your money media on any platform (eg Google AdWords’, Instagram, Telegram, etc.) so that you can reach your goals.

If you've spent a lot of money and buy website traffic cheap on platforms like Google Networks, Google AdWords’, Google AdWords’, etc. and you have not seen the results you expect, then it may be time to refine or completely abandon your approach and concentrate on it. Put a platform or media that looks better. At the end of this process, you must decide which monetary media platform you want to use and which one you want to remove from your marketing strategy.

Strategic summing

Now you have done the planning and research and have a comprehensive view of the elements you want to write with your digital marketing strategy. You have gotten these things up to now:

  • Transparent client
  • One or more specific marketing objectives
  • A list of available personal, acquiring and paid media
  • Examine personal, purchased and paid media
  • A content production program

Now is the time to combine all of these to create an integrated strategy document. Let's take a look at the meaning of digital strategy: a set of long-term measures that will help you reach your goals or goals with long-term online marketing.

Given this definition, your strategic document must be a map of the set of actions that will guide you to your goals based on your research. A spreadsheet (a kind of computer software designed to simplify data entry and computing  , like Excel) will be an efficient format and, because of its compatibility and compatibility, you can easily get customized, activated, and money-based roles in a specific framework.

You also need to have a longer strategic planning, say, about 12 months (depending on how your business is at a stage of growth). In this way, you can overlap each section when you do each of these tasks. for example:

  • In April, you may create a blog that is continually updated weekly once a year.
  • In May, you may publish a new e-book on the money market.
  • October may be ready for the greatest month of your business (what do you hope to see at this point in order to influence the production and processing of the content?).
  • Azar may focus on the media you acquired through Public Relations (PR) to attract more traffic.

Using this approach, you'll create a structured timeline for your activity that helps in communicating with your colleagues and may even help you stay calm.

Success in Digital Marketing Strategy

Your strategy document is unique to your business, which is why it's almost impossible to create a specific format for a digital marketing strategy for all businesses! Remember, the purpose of the strategy document is to draw a map of the actions you want to achieve your goals over a period of time, and then implement it in accordance with the principles of creating a digital strategy.

I think you've found a good look at the strategy now Remember this is just a small part of the strategic knowledge. Never stop reading. Always move forward.

The foundation and structure of this article was from HubSpot, which many websites had incomplete and poorly translated. Also, many of the sections, to my mind, included some defects that I corrected and added to the articles that were not mentioned in the original article.; So this article is a hybrid article. I'm happy to share your experiences with me in the comments section. And send this to people who need to design a strategy. If you encounter a problem, you can put it in the comments section where your perceptions of life allow me to serve you.

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james Moores

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james Moores
Joined: May 17th, 2018
Articles Posted: 26

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