A Guide To Creating a Digital Marketing Strategy

Digital marketing is a term used to describe the use of technology to sell products or services over the internet. It can include social media, blogs, e-commerce sites, and more. 

Digital marketing has been around since the birth of the internet but in recent years it’s become an area that many businesses have focused on developing as a strategy. So how do you ensure that your digital marketing efforts are going to be effective? 

The first thing to know is what exactly makes up digital marketing because there are many different types of strategies that can be used depending on what type of company your business falls under (i.e., B2B vs B2C).

Digital Marketing for Beginners: 5-Step Strategy That Works
1. Define your target audience and marketing objectives.
2. Conduct thorough market research and competitor analysis.
3. Set specific and measurable goals for your campaigns.
4. Choose appropriate digital channels and tactics.
5. Create engaging and valuable content for your audience.
6. Consistently monitor and analyze campaign performance.
7. Adapt your strategy based on data and market trends.
8. Stay updated with the latest digital marketing trends.
9. Optimize your strategy for mobile users.
10. Measure and track ROI to assess campaign success.

Clearly Define Your Goals

The first step in any digital marketing strategy is to clearly define your goals. 

The beauty of digital marketing is that it can help you achieve a variety of different things, so before diving into the nitty-gritty details, be sure to consider which goals are most important for you right now. Do you want more website visitors? More product sales? 

Or do you just want to establish yourself as an authority in your industry? Whatever the case may be, these goals must be defined before moving forward with any further planning.

If there’s one thing I’ve learned over my years working with companies of all sizes from startups to global brands, it’s this: don’t worry about what other people’s goals are (unless they’re similar enough for comparison). 

Instead, focus on making sure these are ambitious but realistic expectations for yourself and how much progress can realistically be made within 3-6 months time frame or less.

Building a solid digital marketing strategy is crucial for success in the online world. Learn how to create an effective plan with our comprehensive guide on creating a digital marketing strategy. From defining your target audience to optimizing your campaigns, we’ve got you covered.

Determine Who Your Audience Is

Deciding who your audience is can be a confusing task. There are lots of different ways to define an audience, and each definition has its benefits and drawbacks. One of the best ways is to start by defining the target audience, then move on from there.

There are many different types of audiences that you might want or need to define when developing a digital strategy:

  • Demographic – Defines a group based on age range, gender, race, and ethnicity
  • Psychographic – Defines a group based on values, interests, and lifestyles
  • Geographic location – Defines where people live (city/country) or travel (country)

Behavior – This could include things like how often they visit your website, where they shop online or offline etc   

You may want to consider using both behavioral data as well as psychographic data to build up an understanding of who someone is beyond just what they do online!

Know Your Competition

One of the most important things you can do is to have a solid understanding of your competition. You need to know what they’re doing well, and how they could be doing better. You also need to know how their business model compares to yours.

It will help if you research what kind of content they are producing, which social media channels they prioritize, who their audience is and what type of language they use when speaking with them.

Are you a freelancer looking to expand your client base? Check out our step-by-step guide on landing clients on Upwork and succeed in the competitive freelance marketplace. Maximize your chances of winning projects and boosting your freelancing career.

Identify Your Core Value Propositions

Identify your core value propositions. What do you do better than your competitors? What makes you unique? Think about what makes your business special and how that can be translated into a value proposition for customers.

Think about the customer experience, not just the result of their interaction with your product or service (the sale). 

What are they doing while they’re interacting with your brand, and how can these moments build trust in their relationship with you over time (rather than just being an isolated transaction)?

Determine which channels best communicate those core values to potential customers. Is it social media posts, ads on Facebook or Instagram, blog posts like this one, or something else entirely?

Develop Content Topics Relevant To The Target Audience And Goals

We’ll never know if your target audience has already read your content. But we do know that if you don’t have a plan for how to approach digital marketing, it’s unlikely that you’ll find a way to reach them.

As such, here are some tips for developing topics:

  • Develop content topics relevant to the target audience and goals (or vice versa)
  • Develop content topics relevant to the goals and aligned with the target audience (or vice versa)
  • Develop content topics relevant to both the goals and aligned with the target audience
  • Build out an editorial content calendar focused on those topics

A content calendar is a tool to help you organize your content strategy, plan your content strategy, set up a realistic schedule for your content creation, track the performance of your content, and manage your budget.

A solid editorial calendar is important because it ensures that you are creating and publishing quality content regularly. 

The goal here is not to create as much as possible but rather to create quality material with purpose. 

If we look at our own lives we know that some days we can get more done than others but overall our “maintenance” tasks are going to be carried out no matter what day it happens to be. 

The same applies when building an editorial calendar – yes there will always be unexpected events but having clear goals in place allows us not only to predict how much time we need but also give ourselves flexibility when needed during those unexpected events!

Create A List Of Online Channels That Will Support Your Content Efforts (Social Media, Forums, Blogs, Websites)

  • A channel is simply a medium of communication. The channels you choose should support your content goals and your audience, so it’s important to consider:
  • What type of content do you want to create? (e.g., written blog posts, videos, infographics)
  • Where do most of your customers/clients spend their time online? (e.g., Facebook groups and forums, Pinterest)
  • Are there any additional platforms that might help reach new audiences or expand existing ones? (e.g., Instagram Stories)

Digital marketing offers various avenues for generating leads and driving business growth. Explore the power of pay-per-click and social media in your marketing campaigns. Understand how these strategies can significantly impact your online visibility and conversions.

Ensure Proper Tracking Is In Place For Each Channel And For The Overall Campaign Performance

There are many tools available to track your digital marketing efforts, and if you’re serious about success, you must ensure proper tracking is in place for each channel and the overall campaign performance.

Tracking will enable you to measure your campaigns’ effectiveness – helping you determine whether a specific tactic was effective or not, and what changes need to be made for future campaigns. 

This information will also help guide where additional investment should be placed – such as on social media versus email marketing campaigns.

Remember: tracking should be automated so that it collects data automatically (i.e., no manual entry required). 

It should also be integrated into the website so that all visitors are tracked whether they come from organic search results or paid advertising; 

This makes it easier for clients who may not have thought much about SEO before hiring us because they see how many visitors we bring them through organic traffic alone! 

They can then look at our reports over time before deciding whether anything else needs improving upon such as conversion rates etcetera.”

Determine How You’ll Measure Success

To determine how you will measure success, it’s important to define what ‘success’ means. For example:

  • Do you want more leads? If so, how many?
  • Are your main goals increasing sales or just growing brand awareness?

Once you have defined your goals, the next step is determining the metrics that will be used to measure them. Metrics should be specific and measurable in terms of time frames and benchmarks.

Assign Roles And Responsibilities Amongst The Team To Ensure Accountability

To ensure accountability, you must develop a clear idea of what each individual on your team is expected to do and how they will be measured. 

This involves assigning roles and responsibilities, setting deliverable expectations, and identifying key performance indicators (KPIs).

You also need to make sure that every member of your team knows the role of other members. For example: if two people are working on an SEO strategy, one should be responsible for keyword research while another would take care of link-building activities; 

If there are three people involved in content creation then one person should handle content planning while another manages content production; and so on.

Building strong client relationships is vital for freelancers on platforms like Upwork. Discover valuable tips on ensuring your client relationships stay strong on Upwork. From communication to delivering quality work, find out how to retain satisfied and returning clients.

Set Up A Budget For The Effort So You Can Track Resources And Expenses Against The Plan

While it’s important to set a budget for your digital marketing efforts, it’s also essential that you track resources and expenses against the plan. After all, if you don’t know what your costs are, then how can you determine whether or not your campaign is a success?

A good way to approach this is by setting aside an amount of money that is realistic for the kind of work you want to be done. If possible, try to align this with your goals so that it will have an impact on those results over time. 

For example: if one of your goals is more leads in the next six months, consider creating a budget that allows for additional salespeople or advertising space to reach them. 

This will help ensure that all parties involved are on board with spending less than their entire budget upfront and ensuring there’s still some left over after all expenses have been paid off (including taxes)

Are you a freelancer looking to promote your skills and attract more clients on Upwork? Don’t miss our guide on promoting your Upwork profile and getting more reviews. Learn effective strategies to boost your visibility and credibility on the platform.


That’s all there is to it. Once you have a strategy in place, the next step is to execute it and that’s where having all your ducks in a row will pay off. 

By doing your homework and planning (including budgeting), you’ll be better prepared for success with your digital marketing efforts.

Further Reading

HubSpot Digital Strategy Guide: HubSpot’s comprehensive guide to creating and executing a successful digital marketing strategy. Learn about the latest trends and best practices to enhance your online presence.

Step-by-Step Guide to Structuring a Digital Marketing Plan: This blog post provides a detailed, step-by-step approach to building a well-organized digital marketing plan that aligns with your business goals.

Smart Insights Digital Marketing Strategy: Smart Insights offers valuable insights and strategies for optimizing your digital marketing efforts. Stay updated with the latest industry trends and expert advice.


How can I create an effective digital marketing plan?

To create an effective digital marketing plan, start by defining your target audience and objectives. Conduct thorough market research and competitor analysis. Set specific goals and choose appropriate digital channels and tactics to reach your audience effectively.

What are some essential elements of a successful digital marketing strategy?

A successful digital marketing strategy should include a well-defined target audience, a clear value proposition, engaging content, consistent brand messaging, and measurable performance metrics. It should also adapt to changing market trends and consumer behavior.

How can I measure the performance of my digital marketing campaigns?

To measure the performance of your digital marketing campaigns, track key performance indicators (KPIs) such as website traffic, conversion rates, click-through rates, and return on investment (ROI). Utilize analytics tools to gain insights into user behavior and campaign effectiveness.

How can I stay updated with the latest digital marketing trends?

Stay informed about the latest digital marketing trends by following industry-leading blogs, attending webinars, and participating in marketing conferences. Engage with online marketing communities and join social media groups where experts share valuable insights and updates.

How can I optimize my digital marketing efforts for mobile users?

To optimize your digital marketing efforts for mobile users, ensure that your website and content are mobile-responsive. Utilize mobile-friendly ad formats, focus on local SEO, and consider mobile-specific marketing strategies such as SMS marketing and mobile apps.