A marketing strategy is a plan for reaching a specific marketing-related goal (or goals) in a focused and achievable way. It takes into consideration what your business is currently doing well and what you’re missing in regards to the objective you set, so you’re more likely to accomplish it.
If you’re a small business and you’re unsure how to jumpstart your strategy, this digital marketing strategy template will help you get there. It includes actionable tips and templates to set you up for success.
Now back to this — are you confused about the difference between a marketing strategy and marketing tactics?
A strategy is your destination — it’s the achievable, focused plan for getting you to your target. Tactics are concrete and definable steps within your strategy that ensure you reach your objective.
Marketing or not, there are three parts of any strategy:
- A diagnosis of your challenge
- A guiding policy for dealing with the challenge
- A set of targeted actions that are necessary to accomplish the policy
.Marketing Basics
Publish a blog.
Advertise on specific social media platforms (e.g. Facebook Ads or Instagram Ads).
Offer free educational resources.
Search engine optimize your digital content.
Create a giveaway and/ or contest.
Test different campaign types to determine what works best for your audience.
Organize a webinar.
Produce a podcast.
Create an email campaign.
Now, let’s look at digital marketing strategy.
What is digital marketing strategy?
A digital marketing strategy helps your business achieve specific digital goals through carefully selected online marketing channels such as paid, earned, and owned media.
Digital marketing campaigns are the building blocks and actions within your digital marketing strategy that move you toward a specific end goal.
For instance, if the overarching goal of your digital marketing strategy is to generate more leads through social media, you might run a digital marketing campaign on Twitter. You may share some of your business’s best-performing gated content on Twitter to generate more leads through the channel.
Digital Marketing Campaign Examples
- Béis
- Omsom
- The General
1. Béis: Paid Ad
Travel accessory brand, Béis, recently launched a social media campaign to announce feature updates to one of its products. And they did it in the best way: by showing instead of telling.
In a 34-second clip, the brand showed how their product performed before and how it performs now following some changes to the material.
This is a fantastic campaign as it not only highlights an improvement on a product but it also shows customers that the brand is constantly iterating and improving. Secondly, they make sure to include captions in the video to ensure that it’s accessible without sound.
2. Omsom: Social Media
Asian food brand Omsom leverages its TikTok profile to share behind-the-scenes content, recipes, and culturally relevant content.
In a recent video, the brand’s co-founder shared how it sources one of its key ingredients and how they chose the more difficult route to preserve the integrity of the food.
.Here’s what Omsom did right: They highlighted their brand’s values while still building excitement around the product.
Sharing behind-the-scenes content is a great way to connect with your audience and share details that will simultaneously highlight your mission and/or values.
3. The General: Paid Advertising
After reports that consumers thought the brand was untrustworthy due to its low-budget ads, The General decided to revamp its entire marketing strategy.
In a commercial featuring basketball superstar, Shaq, the brand addressed the elephant in the room and introduced a new-and-improved look.
In addition, they also emphasize their credibility by mentioning how long they’ve been in business and how many people they’ve helped.
By addressing negative perceptions head-on, brands can not only change how consumers view them but also show that they are in tune with their target audience.
