Digital marketing is a constantly evolving and complex field, which can make it difficult to know where to start when developing a digital marketing strategy. However, by understanding the basics of what digital marketing is and what it entails, you can create a plan that will help your business reach its goals.

What is digital marketing?

Digital marketing is a broad term that refers to the use of digital channels to market and sell products or services. It includes things like Search Engine Optimization (SEO), social media marketing, email marketing, and more. Digital marketing involves many different tasks, from analyzing data and tracking metrics to creating content and optimizing campaigns.

The specific tasks that you will do depend on your role, but in general, there are some key components that all digital marketers need to understand. These include understanding the basics of digital marketing tactics and channels, using analytics tools to track performance and results, and developing creative content that engages your audience.

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What is a digital marketing strategy and what are its goals?

Digital marketing strategy is the process of planning, executing, and measuring digital marketing campaigns with the goal of achieving specific objectives. While tactics are the individual actions taken to achieve those objectives, strategy is the overarching plan that ties all of those tactics together. A successful strategy takes into consideration the 4Ps of marketing (Product, Price, Place, and Promotion), as well as the different channels through which a company can reach its target audience.

The major benefits of digital marketing

Standard benefits:

  • Reach a larger audience with your marketing messages.
  • Connect with customers in new and innovative ways.
  • Measure the effectiveness of your marketing campaigns.
  • Grow your business.

Emotional benefits:

  • Feel confident that you are doing everything possible to reach your target market.
  • Enjoy seeing your business grow and succeed through digital channels.

A few things to keep in mind

When developing a strategy, there are a few key things to keep in mind. First, you need to have a clear understanding of your target audience and what digital channels they are most likely to engage with. Second, you need to develop a detailed roadmap that outlines the specific tactics you will use to achieve your goals. Finally, it is important to continuously track and analyze your results so that you can optimize your strategy over time and continue to achieve success.

What’s the difference between strategy and tactics?

A strategy refers to the overall plan and direction that a company takes when marketing its products or services online. Tactics, on the other hand, are the individual actions or steps that a company takes in order to achieve its digital marketing objectives. While tactics can be changed and adapted over time, a strategy should be considered a long-term plan, as it defines how a company will achieve its marketing goals. Ultimately, the difference between strategy and tactics is that strategy sets the overall direction of all digital marketing efforts while tactics are the specific actions or activities that are used to execute that strategy.

Why a well-defined strategy is critical

In today’s digital age, companies that fail to have a comprehensive strategy in place are at a significant disadvantage compared to their competitors. Whether you are just getting started with digital marketing or have been working in the field for years, it is essential to invest in a solid strategy that will help your business achieve its goals and objectives.

What type of digital marketing strategy is best?

There is no single “best” type of digital marketing strategy, as the right approach will depend on your business’s goals, target audience, and budget. That said, there are some general best practices that should be considered when developing a strategy as we’ll talk about next.

Key components of a strategy

Digital marketing strategies can vary depending on the size and nature of your business, whether you sell a product or service, but there are some common elements that all successful strategies share. If you are looking to develop a strategy, be sure to include the following:

  • Define your goals and objectives: What do you want to achieve with your digital marketing efforts? Be specific and set measurable goals so that you can track your progress over time.
  • Understand your target audience: Who are the people you are trying to reach online? What are their interests, behaviours, and digital preferences? Understanding your target audience will help you develop a strategy that resonates with them and truly engages them in your content.
  • Develop a roadmap of tactics: Once you understand who your target audience is and what you want to achieve, you can start developing a roadmap of tactics that will help you reach your goals. This could include everything from content marketing and SEO to social media advertising and email marketing.
  • Analyze and optimize your results: In order to continuously improve your strategy, it is essential to track your results and analyze the data on a regular basis. This will help you understand what is working and what needs to be tweaked in order to achieve better results.

A well-developed strategy is essential for any business that wants to succeed in the online space. By taking the time to define your goals, understand your target audience, and develop a roadmap of tactics, you can set your business up for success. And, don’t forget to continuously track and optimize your results so that you can continue to achieve success.

Developing a content plan as part of your strategy

One of the most important components of a successful strategy is content. In order to engage your target audience and achieve your marketing goals, you need to create content that is relevant, interesting, and targeted toward your specific audience. But, developing content can be a daunting task, especially if you are not sure where to start.

That’s why it’s important to develop a content plan as part of your strategy. A content plan will help you map out the specific types of content you need to create, when you need to create it, and how it will fit into your overall marketing strategy.

When developing your content plan, be sure to keep the following in mind:

  • Your content should align with your business goals: Every piece of content you create should be aligned with your goals. Before you start creating, take some time to think about what you want to achieve with your content and how it will help you reach your goals.
  • Your content should be relevant to your target audience: When developing content, you need to make sure that it is relevant to your target audience. This means considering things like their interests, behaviours, and digital preferences when creating content.
  • Your content should be high quality: In order to achieve success with your content marketing efforts, it is essential to produce content of the highest quality. This includes writing compelling headlines, incorporating visual content, and engaging your audience.

By developing a content plan as part of your strategy, you can ensure that your content is aligned with your business goals, relevant to your target audience, and of high quality. By doing so, you will be better positioned for success in the online space.

Creating personas to target your digital marketing strategy

If you want your strategy to be successful, one of the best ways to do this is to make sure that you are targeting the right people with your content. You can do this by creating personas, or fictional representations of your ideal target customer.

Creating personas can help you better understand your target audience and develop a more targeted marketing strategy. When creating personas, be sure to consider the following:

  • Who are your personas? When creating personas, you need to think about who they are, what their interests are, and how they behave online. By understanding these things, you can better target your content towards them.
  • What are their needs? Each persona will have different needs and desires, so it is important to take these into account when creating your persona.
  • How do you want to reach them? Once you know who your personas are and what their needs are, you need to think about how you want to reach them. This might include things like social media platforms, email marketing, or other marketing channels.

Now that you’ve created your persona, we can work to determine the best channels to reach our audience.

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Determining the channels to use as part of your strategy

Another important step in creating a strategy is determining the channels you will use to reach your target audience. There are many different types of digital marketing channels available today, including social media platforms, email marketing, Search Engine Optimization (SEO), and pay-per-click (PPC).

Types of digital marketing

  • SEO
  • Social Media Marketing
  • Website Design and Development
  • Email Marketing
  • PPC Advertising
  • Content Marketing

When deciding which channels to use, it is important to consider factors like your target audience, your budget, and your goals for digital marketing. For example, if you are looking to drive more traffic to your website, SEO might be the best channel for you, whereas social media platforms like Facebook or Instagram might be a better option if you want to engage with your target audience in a more personal way.

Ultimately, when choosing digital marketing channels, it is important to think about your target audience and the type of content you want to create as outlined above. By taking these things into account, you can find the digital marketing channels that are best suited to achieving your business goals.

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Evaluating and adjusting your strategy

Once you have created your strategy and implemented it, it is important to evaluate and adjust your approach as needed. This might include things like analyzing your analytics data, identifying areas where you are underperforming, or adjusting the channels that you are using based on the results.

Digital marketing can be difficult to measure and evaluate, but there are a number of ways you can check to see if it is working. One way is to look at your website analytics data. This data can give you insights into how your digital marketing is performing, including information on website traffic, conversion rates, and more.

Another way to evaluate digital marketing is to review your social media data. By tracking the engagement metrics on your social media profiles, you can see how well your efforts are resonating with your target audience.

As part of evaluating and adjusting your strategy, you might also want to consider using A/B testing for certain aspects of your digital marketing. This is a process of testing two different versions of something (such as an email subject line) to see which performs better. A/B testing can help you fine-tune your plan and ensure that you are getting the best results possible.

Digital marketing is an ever-changing landscape, so it is important to constantly evaluate and adjust your strategy as needed. By using the tips above, you can keep track of your results and make any necessary adjustments to ensure that your efforts are yielding positive results.


For digital marketers to reap the benefits of digital marketing it is important to stay up-to-date on the latest trends and best practices. By following the tips outlined above, you can create a successful strategy that meets your business goals and delivers results.

About Jordan Stevens Digital Marketing

If you’re looking to create or improve your digital marketing strategy, Jordan Stevens Digital Marketing Consulting can help. We are a Toronto-based digital marketing company that offers a variety of services that can help you achieve your business goals, including Google Ads, SEO, data analytics with GA4 and Google Tag Manager, and more. Contact us today to learn more about our services and how we can help you achieve success.