A strong digital marketing plan expands and strengthens customer engagement in the fiercest online marketplaces, which helps you propel business growth. However, each tactic has particular benefits, restrictions, and return on investment. This post will examine a few concrete instances and describe how to create an all-encompassing digital marketing plan that yields quantifiable outcomes.
Marketing strategy vs. marketing tactics
A true marketing strategy is a detailed plan outlining how you will reach your target audience and turn them into paying customers. The term “digital marketing strategy” is sometimes confused with other related concepts. It acts as a road map to help you achieve the particular marketing objectives for your company.
The precise steps you'll take to carry out your marketing strategy are known as marketing tactics. These could consist of:
- Creating Content for Blogs
- Creating Content for Blogs
- addressing clients on social media
- Emailing someone
- creating advertising designs.
Marketing strategy vs. marketing campaign
Although a marketing campaign and a marketing strategy work together, it's crucial to recognize their differences. A marketing plan considers the broad picture.
It establishes your company’s overarching objectives, your clients’ goals, and the strategies you will employ to meet them. A marketing campaign is a promotional effort that is intended to accomplish a single strategy goal as opposed to your overarching business objectives.
Typically, a marketing campaign has a start and end date. You might start a campaign to draw in more customers, market a new product, or reach a different market.
11 types of digital marketing strategy
There are numerous approaches to digital marketing available. We'll look at the top 11 digital marketing tactics currently employed in our sector to see which ones work better than others.
1. Inbound marketing
The entire ecosystem of techniques, tools, and strategies used by a marketer to turn a website visitor into a paying customer is referred to as inbound marketing. It consists of:
- marketing with content
- Email promotion
- Take the lead in nurturing
- Marketing automation through SEO
- website analytics and optimization.
An all-encompassing strategy for drawing in, screening out, developing, and rewarding clients and prospects is known as inbound marketing. It is not something that is implemented fast or infrequently; rather, it is centered on building enduring relationships with clients.
2. Content marketing
Content marketing prioritizes providing genuine assistance and answers to people's queries through content, as opposed to bothering them with unsolicited advertisements. Content from blogs, landing pages, podcasts, films, infographics, white papers, eBooks, case studies, and more are all included.
Most of the time, content marketing has multiple objectives. It can be applied to:
- Boost recognition of your brand
- Boost consumer loyalty to brands
- Inform the people who will be viewing it.
- Nurture and convert leads.
Astute marketers craft content that fits perfectly for a variety of user profiles at every point of the sales funnel. A user who is not familiar with your brand and discovered your website through organic search, for instance, requires different content than a prospect who is almost ready to make a purchase. You must comprehend the journeys of your customers in order to create original content that meets their needs at each stage.
3. ABM
ABM, or account-based marketing, is a potent B2B marketing tactic that targets particular accounts you designate. Its goal is to assist marketing and sales teams in swiftly guiding prospects through the sales funnel. You focus on the accounts that are most significant to you when using ABM.
4. SEO
The process of improving your website and content for search engines to get better rankings and drive more organic traffic to your website is known as search engine optimization, or SEO. It uses a range of strategies, such as:
- Producing excellent content and tailoring it to the needs of users and keywords
- Including meta data to make sure your website is search engine optimized.
In the end, SEO aims to naturally attract the proper audience in order to increase leads and sales.
5. Social media marketing
Social media sites like Instagram, LinkedIn, Facebook, and Twitter are used in social media marketing in order to:
- Advertise your products, services, and content.
- Increase visibility and brand awareness
- Acquire supporters or adherents
- Involve both present and potential clients.
- entice people to visit your website.
It necessitates a constant investment in advertising and, typically, the creation of a landing page on a website just for users. Followers, likes, and website traffic cease as soon as your advertising budget does.
6. Email marketing
Sending informative and promotional emails to your audience with the goal of fostering relationships, converting prospects into customers, and transforming one-time buyers into devoted brand advocates is known as email marketing.
These emails could be about upcoming sales, exclusive offers, promoting content on your website, or general business messages.
7. PPC advertising
With pay-per-click, or PPC, advertising, you, the advertiser, are charged each time a user clicks on one of your web advertisements. It can be a useful strategy to connect with customers who are looking for terms associated with your company and is frequently carried out through Google Ads, Bing Ads, or other search engines.
However, depending on the size and scope of your campaign, costs can vary from relatively cheap to thousands of dollars per month. Additionally, the traffic that a campaign generates is also stopped when it is discontinued.
Pay-per-click advertisements direct users to landing pages with specific actions in mind when they click on them:
- Purchase something.
- Fill out a form
- Get a report or anything comparable.
Your main objective, if you run a PPC campaign, will probably be to generate more leads or sales.
8. Video marketing
Customer testimonials, product demos, thought leader interviews in your industry, and how-to videos are some examples of videos that you can use to market your brand, goods, and services.
To increase conversions and sales, you can post videos on your website, PPC landing pages, and social media accounts.
KPIs could be:
- Participation: Duration of the video viewing.
- View total: The number of times it was viewed.
- rate of click-through: The number of people who clicked to visit the website.
- rate of conversion: number of leads, prospects, or clients that a piece of content brings in.
9. Online (and in-person) events
Nothing generates excitement about a product like an event. Trade shows, like the International CES tech show, have existed for a long time. However, with its string of high-profile iPhone and Mac launches throughout the 2010s and into the 2020s, which were frequently watched by up to 1.8 million people, Apple redefined such events for an online audience.
Even though it's improbable that you'll achieve these levels of engagement, there are still valuable lessons to be learned—whether you're utilizing an event to introduce a new service, good, or enterprise.
10. Chatbot and live chat marketing
Over the past ten years, chatbots and messaging apps have proliferated and are now recognized as important tools for customer support and marketing. 1.4 billion messaging app users are content to converse with chatbots. Using chatbots, brands can:
- Respond to consumer grievances
- Respond to inquiries concerning the products
- Encourage live performances
11. Earned media
Simply put, earned media is unpaid coverage of your company, goods, or events that is written by a third party. It's best described as PR in digital marketing, where you reach out to the media. Earned media occurs when a publication uses the content and writes an article about it for their own website.
Among the earned media examples are:
- PR tactics like newsjacking current affairs
- Conventional news releases from the company
- Infographics created using survey data Creative resource like an interactive website.
