Having a strong online presence is essential for any business today. Digital marketing strategies help you reach your audience, boost your brand, and drive sales. Whether you’re a small business owner or a marketer, using effective digital marketing can make a big difference.

What is a Digital Marketing Strategy?

digital marketing

A digital marketing strategy is like a roadmap to make your business shine online and draw in new customers. Imagine using tools like search engines, social media, and ads to get your brand noticed.

To create a great strategy, start by digging into your business data. This helps you understand

  • who are your ideal customers are
  • what you are great at
  • where you can improve
  • who are your competitors

With this info, you can choose the best ways to reach out and share your brand’s story. The big goal? Boost your online presence and turn those curious visitors into loyal, paying customers.

Importance of Digital Marketing Strategy

Creating a digital marketing strategy for your business has many benefits. Sure, it takes a bit more work at the start, but it can lead to much better results over time.

If you skip making a strategy, you might end up with failed campaigns, wasted money, and missed opportunities.

Here are some of the major benefits of planning a digital marketing strategy:

1. Clear Direction and Focus

A strategy gives you a clear path to follow, helping you set goals and understand your audience. This way you can avoid mistakes like targeting the wrong people or spending money on the wrong channels.

2. Keeps the Team Accountable

By setting short-term and long-term goals everyone on your team knows what they need to do and can track their progress. This helps in keeping everyone on the same page and working towards the same objectives.

3. Better Understanding of Your Customers

A strategy helps you learn more about your customer’s needs and preferences. This leads to more effective marketing campaigns that really speak to them and can turn more visitors into paying customers.

Types of Digital Marketing Strategies

1. Affiliate Marketing

Affiliate marketing is a popular way for brands to get their products out there while letting individuals earn commissions by promoting and selling for them. This strategy can help you reach more people without needing a big upfront investment. Here is an example of affiliate link used by ZDNET in their blog.

affiliate link example

How to Start Affiliate Marketing?

  • Find Affiliates: Team up with influencers, bloggers, or join affiliate networks.
  • Provide Resources: Give your affiliates tools like banners, links and promotional content to help them promote your products.
  • Track Performance: Use tracking software to keep an eye on sales and leads generated by your affiliates.
  • Offer Competitive Commissions: Attract top affiliates by offering good commission rates.

Why Use Affiliate Marketing?

  • Cost-effective: You only pay when you make a sale or get a lead, so you’re not wasting money on things that don’t work.
  • Scalable: You can easily grow your network of affiliates over time, reaching more people without much extra effort.
  • Performance-based: You pay for real results, rewarding affiliates based on the sales or leads they bring in.
ek banner

2. Search Engine Optimization

Search Engine Optimization (SEO) is super important for making your brand, product or service more visible online. By tweaking your content whether it’s your homepage, a landing page or a blog post you can make sure it’s easy for both current and potential customers to find. SEO helps drive more traffic to your site, makes it more user-friendly and boosts your credibility.

Imagine your company sells food processors. Your potential customers might search for things like “benefits of food processors” or “best food processors.”

seo example

If your website shows up at the top for these searches, you’ll attract people who are already interested in what you offer. This means more visitors to your site, more leads and more sales.

Key Elements of SEO:

  • Keywords: Pick and use the right words that your audience is searching for.
  • Backlinks: Get links from other trusted websites to boost your credibility and ranking.
  • Links: Use internal links to keep visitors interested and help search engines understand your site.
  • Meta Descriptions: Write catchy meta descriptions to get more clicks from search results.
  • Images: Optimize images with alt text and proper file names to improve SEO.

Why Use SEO?

  • Cost-effective: Organic search traffic is free, unlike paid ads, which saves you money over time.
  • Long-term results: Good SEO practices provide steady, ongoing traffic without needing constant updates.
  • Targeted traffic: SEO brings in users who are actively searching for your products or services, making them more likely to convert into customers.

3. Paid Advertising

Paid advertising is a popular way to market online by running ads on platforms like Google, LinkedIn, Instagram, YouTube, and more. It helps you get your content in front of the right people quickly and effectively.

Paid ads are usually marked as “Sponsored,” “Ad,” or “Promoted” like the example below.

paid ads

Once you set up and pay for a campaign, your ads can start showing to your chosen audience right away. But if you stop paying or your budget runs out, the traffic from these ads will stop.

One popular type of paid ad is pay-per-click (PPC). With PPC, you pay a certain amount each time someone clicks on your ad. These ads can run on search engines, social media, online stores, and more. It’s important to choose the right keywords for your ads to be successful.

When people click on your PPC ads, they go to special pages that encourage them to take actions like making a purchase or filling out a form.

Why Use Paid Advertising?

  • Immediate Results: You start getting traffic as soon as your ad campaign goes live.
  • Measurable: You can track how well your ads are doing and make changes to improve them.
  • Targeted: You can reach specific groups of people based on keywords, age, interests, and more.

4. Social Media Marketing

With over 4.5 billion people using platforms like Facebook, Instagram, and YouTube, social media marketing is essential for any business. It helps you get your brand noticed, build better connections with your audience, drive more traffic to your website and increase sales.

Social media marketing needs regular effort and some budget for ads. You have to create and share content on different platforms and often guide users to specific pages on your website. Once your ad budget runs out, the traffic, likes, and followers usually decrease. Here is an example of an ad on Instagram.

instagram ad

Social media is always changing, and each platform needs its own approach. Use social listening to understand and engage with your audience better.

Why Use Social Media Marketing?

  • Widespread Reach: Reach billions of people on Facebook, Instagram, YouTube, and more.
  • Direct Engagement: Chat directly with your audience by replying to comments and messages.
  • Targeted Advertising: Use ads to reach specific groups based on age, location, interests, and more.

5. Email Marketing

Email marketing is a way to use email to send promotional, transactional, and informative content to your audience. It’s a direct way to communicate with people who are interested in your business.

Email marketing is one of the oldest forms of digital marketing because it works so well. It helps you keep your audience informed, engaged, and build strong relationships with your customers. Plus, with AI-powered tools, you can automate and improve your email campaigns for even better results.

Types of Emails

  • Informative Emails: Share updates, educational content, and important information.
  • Transactional Emails: Provide details about purchases, password resets, or account notifications.
  • Promotional Emails: Advertise your products, services, special deals, events, or new product launches.

Here are some methods to grow your email list:

  • Enticing CTAs: Use clear and attractive calls to action.
  • Promote Social Media: Encourage your followers to subscribe to your email list.
  • Pop-ups and Forms: Add these to your website to collect email addresses.
  • Competitions and Offers: Run contests or offer discounts to get sign-ups.
  • Free Downloads: Give away valuable resources in exchange for email addresses.
  • Blog Subscriptions: Encourage visitors to sign up for updates.
  • Feedback Requests: Ask for reviews or feedback to engage your audience.
  • Webinars and Podcasts: Collect emails from people attending your online events.

Why Use Email Marketing?

  • High ROI: Email marketing gives you great returns for your money, making it very cost-effective.
  • Personalization: Tailor your messages for each person, making your emails more relevant and engaging.
  • Automation: Set up automated emails to keep in regular contact with your audience without much effort, ensuring you stay consistent.

6. Content Marketing

Content marketing is all about answering people’s questions and genuinely helping them with useful content instead of interrupting them with unwanted ads. This can include blog posts, landing pages, videos, podcasts, infographics, white papers, eBooks, case studies and more.

Smart marketers make content for different types of users at various stages of their buying journey. For example, someone who just found out about your brand needs different information than someone who is almost ready to buy. By understanding your buyer’s journey, you can create content that meets their needs at every step.

Examples of Content Marketing

  • Instagram and Landing Pages: Link an Instagram post to a special offer on a landing page to increase conversions.
  • Ebooks and Gated Content: Provide valuable content like an ebook in exchange for visitor details to generate leads.
  • Variety of Content: Use different types of content such as blogs, videos, eBooks, and webinars to engage your audience and attract leads.

Why Use Content Marketing?

  • Increases Brand Awareness: Good content helps more people learn about and trust your brand.
  • Enhances SEO: Regularly updating your content can boost your search engine rankings.
  • Builds Trust and Loyalty: Sharing valuable information helps you build strong, long-term relationships with your customers.

7. Influencer Marketing

Influencer marketing is when a brand teams up with popular people online to promote its products or services. These influencers have a big following and are trusted in their specific areas or communities. There are various types of influencers.

  • Nano-Influencers: 1K-10K followers
  • Micro-Influencers: 10K-100K followers
  • Macro-Influencers: 100K-1M followers
  • Mega-Influencers: 1M+ followers

Pick the type of influencer that fits your budget and needs. Here is an example of influencer marketing.

influencer marketing

How to Choose the Right Influencer

  • Match with Your Brand: Ensure the influencer’s values and content fit well with your brand.
  • Engagement Over Followers: Look at how they interact with their audience, not just the number of followers.
  • Relevant Topics: Pick influencers who talk about subjects related to your product or service.

Ways to Collaborate with Influencers

  • Promote an Event: Have them share and talk about your event.
  • Gifting or Samples: Send them your products to try and review.
  • Giveaways: Work with them on a giveaway contest.
  • Social Channel Takeover: Let them run your social media for a day.
  • Host: Use them as a host for an event or webinar.
  • Challenges: Create a fun challenge for them to join and share.
  • Unique Content: Ask them to create special content featuring your brand.

Why Use Influencer Marketing?

  • Targeted Reach: Connect with the right audience for your product or service.
  • Build Trust: Influencers have trust with their followers, so their recommendations matter.
  • Increase Engagement: Partnering with influencers can boost interest and interaction with your brand.
  • Boost Sales: Influencer endorsements can lead to more sales.
  • Authentic Promotion: Influencers can share your brand in a genuine and relatable way.

How to Create a Digital Marketing Strategy

Creating a successful digital marketing strategy involves several key steps. Here are the steps in a nutshell:

digital marketing strategy

1. Define Your Goals: Set clear and measurable objectives for your digital marketing, like getting more website visitors, generating leads or increasing sales.

2. Know Your Audience: Do thorough research to find out who your target audience is, including their age, interests and online habits.

3. Check Out Competitors: Look at what your competitors are doing well and where they fall short. This helps you find ways to stand out.

4. Pick Your Channels: Choose the best digital channels to reach your audience, like social media, email, SEO, PPC and content marketing.

5. Make a Content Calendar: Plan out engaging and relevant content that fits your audience’s needs and preferences.

6. Allocate Funds: Decide how much money to spend on your digital marketing activities, including tools, ads, content creation and staff.

7. Launch and Track: Start your campaigns and keep an eye on their performance. Use key metrics like traffic, conversions, and ROI to see how well they’re doing.

8. Review and Improve: Regularly check your results and make changes based on data to make your strategies more effective.


Creating a successful digital marketing strategy is key for any business wanting to succeed online. Remember, digital marketing is an ongoing process that needs regular attention and tweaks. Stay flexible, keep learning, and your digital marketing efforts will pay off, helping your business grow and succeed.


What is a digital marketing strategy?

A plan made by a brand to meet its goals by attracting certain types of customers using different marketing methods.

What are the 5 main strategies of digital marketing?

The 5 main digital marketing strategies are content marketing, email marketing, SEO, PPC, social media marketing, and affiliate marketing.

What are the 7 C’s of digital marketing?

The 7 C’s of digital marketing are Customer, Content, Community, Context, Convenience, Cohesion, and Conversion.

Mansi Rana
Professional Experience. Mansi joined EarnKaro in 2022 as a Content Analyst. With over three years of experience, she is a seasoned content writer specializing in niches such as affiliate marketing. Educational Background. A Journalism and Mass Communication graduate from Amity University, Mansi channels her passion towards empowering aspiring micro-influencers through the power of affiliate marketing. More About Her. She indulges in her passion for beauty and fashion in her spare time, immersing herself in extensive research and staying up-to-date with the latest trends and innovations.


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