The Power of a Digital Marketing Strategy

Marketing online is a no-brainer for today’s businesses, where there are so many opportunities to reach new people and communicate with them directly.

The real head-scratcher is knowing where your customers are, and more importantly, how to win them over and get the returns you desire.

You could try winging it (most businesses do), but you can achieve a lot more by following a clear plan of action.

So, this post will explore the importance of a digital marketing strategy and how to create a powerful one for your business.

What is a Digital Marketing Strategy?

Running a successful marketing mission is like driving to your dream destination through a rocky, unknown land.

There will be many bumps and bends along the way, but you will reach your destination a lot easier with a detailed roadmap in hand.

A digital marketing strategy is the blueprint of everything you will be doing to achieve your goals online.

It is your master plan for connecting with your target audience and converting them into loyal, long-term customers and clients.

As a marketer or businessperson, you need to think deeply about your end goals and plan the best route to reach them.

A digital marketing strategy pushes you to learn exactly who your audience is, which methods you’ll be using to reach them, and how to improve your performance over time.

Creating your strategy

Digital marketing strategies can get very detailed and complex, the more advanced your marketing efforts become. To simplify things and get the ball rolling in the right direction, you can focus on three key points:

1. Goals

Outlining your main goals for digital marketing is the most important step of the entire process. Your goals are unique to your business and focus on what you want to achieve through digital marketing, such as:

  • Increasing brand awareness
  • Reaching a new target audience
  • Boosting leads and sales
  • Becoming an influential voice
  • Growing your market share

By being clear on your objectives, you can measure your progress effectively and stay on track throughout the marketing journey.

A great tip is to keep your goals SMART – specific, measurable, actionable, relevant and time-bound.

This will bring even more clarity by ensuring that your goals are realistic, focused, and achievable within a certain timeline.

2. Research

We live in an age of information, and the online world offers unique opportunities to learn more about your customers than ever before.

By studying the activity of your audience, you can get a peak into their minds and answer key questions like:

  • Who are you marketing to?
  • What are their needs and pain points?
  • Where do they spend the most time online?
  • When are the best times to try to reach them?
  • How can you convert them into customers?

Social media can provide real-world insights into your target audiences’ interests and what problems you can help them with. Platforms like Google Trends can also show what people are searching by location, industry, and more.

The research phase shows you exactly where to focus your marketing efforts and how to communicate effectively with your audience.

3. Planning

So, you have laid out your goals and learned more about your audience and industry online. Now, it is time to use this information to set up a clear plan of action.

Outlining the key milestones and timeline of your marketing

Whether it’s a year or 3 months, having a specific start and end date for your marketing effort is key to your success.

This allows you to work out the important milestones along the way to your goals, like by which date you should have your accounts fully active and how many leads should you have gained by a certain date.

Setting up your accounts and platforms

Once you know the best platforms to target, you can set up your accounts and fill out all the necessary details to get them up and running.

If you already have a website or social media, you can audit these platforms to determine what you should add or remove for improvement.

Designing content and campaigns

Setting up your accounts is easy, but the challenging part is creating content that will attract your audience and begin their journey.

Whether your marketing focuses on socials or email, you must plan what forms of content to create for your audience.

You can set up a calendar for your posting and campaigns and use tools like Hootsuite to schedule everything beforehand.

Benefits of a digital marketing strategy

No matter what product or service you’re offering, there is an undeniable advantage to marketing online.

Why do I say this?

Well, for starters, a massive 36.54 million South Africans are on the internet in 2020, and 91% of them search online for products or services to buy.

They can also search for the latest prices, reviews, and exclusive deals or find out exactly when and where they can make a purchase.

Spray and pray marketing, however, just never works. There may be millions of people online, but a post here and an ad there isn’t enough to gain customers.

Going in with a clear plan removes any confusion and allows you to present the right offer at the right time.

There are even more benefits to having a digital marketing strategy, such as:

  • Gaining a stronger sense of direction
  • Outlining your goals and objectives early
  • Knowing your target audience deeply
  • Becoming aware of the competition and their weaknesses
  • Budgeting carefully to save money
  • Managing your time, energy and resources wisely
  • Measuring and improving your performance

A strategy will help you make the best of your marketing budget and gain consistent returns over time.


Digital marketing is not an expense – it’s return-driven. The more you put into your strategy, the more time and resources you will have to expand your and grow your business.

By aligning your goals with an actual plan of action, you can know exactly what you’re working towards and how it will pay off in the end.

Kamo Oliphant

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