Find out in our breakdown of the top digital marketing strategies for 2020.
Or, speak with one of our award-winning strategists to not only learn about Internet marketing strategies for your company, but also to receive a free quote for a custom digital marketing service package. Give us a ring at 888-601-5359 or contact us online to get started!
Table of Contents
What is a digital marketing strategy?
A digital marketing strategy is a plan of action for achieving your digital marketing goals. Your strategy explains how you will accomplish your goals, such as improving your conversion rate by five percent or increasing your lead generation rates by eight percent.
Examples of digital marketing strategies include a social media campaign that includes partnerships with influencers, a content marketing strategy that uses online guides to drive leads, or a growth marketing strategy that uses social media and email build customer loyalty.
Why have a digital marketing strategy?
Establishing a digital marketing strategy is critical. If you partner with an experienced full-service digital marketing agency, like WebFX, you can trust that one of our initial to-dos is building a smart and competitive strategy for your company.
Without Internet marketing strategies, your business doesn’t have a map for achieving its goals. You know what you want to accomplish, but you don’t know how. That often leads to the launch of a digital marketing campaign that fails to drive any results.
If you want to invest in digital marketing, you need to invest in a digital marketing plan.
How to create a digital marketing strategy
Curious about how to create a digital marketing strategy?
Follow these eight steps:
- Define your brand: Outline or use your brand guidelines to define your brand and how it’ll come through in your online campaigns. Think about your unique selling points (USPs), brand voice, and value proposition.
- Build your buyer personas: Determine who your business wants to reach with custom buyer personas. Think about user demographics, as well as the motivations that drive people to choose your company, products, and services.
- Create your S.M.A.R.T. goals: Use specific, measurable, achievable, realistic, and timely goals (also known as S.M.A.R.T. goals) to guide your strategy. Think about your organization’s short- and long-term goals for growth.
- Choose your digital marketing strategies: Pick the best strategies for your business. Focus on the techniques that offer the most value for your business and industry, versus trendy strategies.
- Set your digital marketing budget: Research digital marketing pricing to build a realistic budget for your business. For reference, most businesses spend $2500 to $12,000 per month on online marketing.
- Brainstorm your strategy: Guide your strategy to success by planning your strategy. If you’re advertising, determine your ad spend. If you’re publishing content, build your content calendar.
- Launch your campaigns: Following your planning, launch your campaigns across channels. Ensure all your channels feature the appropriate tracking information. Your website, for example, should feature your Google Analytics tracking code.
- Track your results: Monitor and measure the performance of your strategies by tracking their performance. Use tools like Google Analytics, Google Search Console, and Google Ads to keep a pulse on your strategies and their return on investment (ROI).
With these eight steps, your company can launch your first online marketing strategy. If you need help creating your online marketing strategy (or want to create the best one), consider online marketing services, like from WebFX.
7 digital marketing strategies for your business
Now, let’s look at seven powerful digital marketing strategies for companies today:
Digital Marketing Strategies
1. Search engine optimization (SEO)
Search engine optimization (SEO) is one of the most effective digital marketing initiatives today.
Learn More About SEO
What is SEO?
SEO is the process of improving your website so that it ranks highly in search engine results for keywords and phrases related to your business. The more keywords you rank for — and the higher you rank — the more people will see and become familiar with your website and business.
What is SEO’s goal?
SEO aims to direct more traffic to your website from members of your target audience. These are consumers who are actively searching for the products and services you offer, as well as users searching for more top of the funnel content.
If you’re a landscaper, for example, you may use SEO to increase your ranking in search results for the keyword, “residential landscaping design,” and, “common lawn weeds.” While these keywords have different intents, one transactional and another informational, they target your audience.
Due to that targeting, you encourage traffic to your website from users that matter.
Why use SEO as a digital marketing strategy?
When it comes to digital marketing strategies, look at SEO as a requirement. It intercepts every member of your target audience — no matter where they are in your buying funnel. The reason is that almost every user begins their search for a new product or service with a search engine.
For example, did you know that 80 percent of consumers do their product research online? Or, that after searching for something, more than half of users discover a new company or product. With SEO as one of your online marketing strategies, that could be your business.
To emphasize the usefulness of SEO as an Internet marketing strategy, consider the following:
Most of the time, when a user performs a search on Google, they don’t click past the first page of results. Why? They often find what they’re looking for, which means it’s critical that your business earns a spot on the first page of search results.
With so many users finding their answers in the first listing of search results, it’s clear that you can’t rank on the second page of results. Even if you have what people are looking for, you’re hidden from their view — out of sight, out of mind.
That is why an effective SEO strategy, as well as our leading digital marketing agency, is essential. With our performance-driven SEO services as a part of your online marketing strategy, you can attract more potential clients and earn more revenue.
Want to add SEO to your digital marketing strategy?Check out our SEO services
2. Pay-per-click (PPC) advertising
Another powerful and cost-effective online marketing strategy is pay-per-click (PPC) advertising.
Learn More About PPC
What is PPC?
PPC is a paid form of advertising that relies on an auction-based system.
With PPC, you bid on keywords that you want your ads to show up for — your ad triggers when a user’s search includes your keyword. These ads then appear at the top of search results, above organic listings. If a user decides to click on your advertisement, you then pay for that click.
In other words, you don’t pay for ad space — only for the results.
For example, if you sell winter boots for children, you could bid to advertise in the search results when a user searches, “children’s winter boots.” This keyword is more transactional, which is what you want for a PPC campaign — it’s paid advertising, so you want a fast return on investment (ROI).
What is PPC’s goal?
PPC aims to reach searchers with transactional queries, meaning they’re ready to buy your products or services. When they click on your ad, they’ll arrive at your landing page and see a call-to-action (CTA) to convert, whether by purchasing a product, signing up for an email newsletter, or another action.
Why use PPC as a digital marketing strategy?
PPC is one of the most cost-effective paid advertising methods.
For many businesses just getting started with digital marketing or looking for a quick boost, PPC is a useful online marketing strategy. It propels your website to the top of search results, which can help if your company’s organic search result ranking is several pages back.
Why else should you include PPC in your digital marketing campaign strategy? Consider these facts:
With Google handling more than 60,000 searches a second — or more than two trillion searches a year — it’s a go-to platform for PPC campaigns. That is why many companies invest their PPC budget in Google Ads, which offers an impressive ROI.
If you decide to advertise on another platform, the average ROI is $2 for every $1 invested.
As PPC ads target keywords with a transactional intent, it’s not surprising that a lot of users purchase a product or service. It is, however, a fact that demonstrates why PPC is a critical component to a comprehensive Internet marketing strategy.
Even if your company has an established presence in search results — say you rank on page one for several high-value keywords — PPC can optimize your conversions even more. That is why PPC and SEO often work together to achieve your digital marketing goals.
Think PPC is the right strategy for your business?
Build your results-driven campaign by contacting us online. With more than 20 years of experience and more than $1 billion driven in revenue for our clients, we’re the trusted choice for companies across the country looking to build the best digital marketing strategy.Check out our PPC services
We measure our success by how much we WOW our clients.
3. Content marketing
Content marketing is another go-to online marketing strategy for companies today.
Learn More About Content Marketing
What is content marketing?
In content marketing, your business focuses on reaching, engaging, and connecting with consumers via content. This content, which can include videos, blog posts, infographics, and more, provides values to users. It’s not, however, sales-orientated copy — it’s informational.
For example, if you run a business that sells ski and snowboard supplies, you could write an article about what a beginner needs for their first outing. You could also write articles on how to take care of a snowboard, and what accessories can help improve ski performance.
With these individual pieces of content, you target specific keywords.
Your article about snowboard care, for instance, may target the keyword, “how to maintain snowboard,” or, “how to wax a snowboard.” With our award-winning team on your side, we would optimize the content for search and users.
No matter what format you choose for your content, it’s critical that it’s relevant and beneficial to your audience. You want to create original and high-quality content that makes users want to share it with their friends, families, coworkers, and other people in their social network.
What is content marketing’s goal?
The overall goal of content marketing as a digital media strategy is to provide valuable information to your target audience, increase traffic, and generate conversions. From a technical standpoint, content marketing also focuses on optimizing your content for search engines to improve your visibility in search results.
Why use content marketing as a digital marketing strategy?
With the ability to connect with audiences throughout the buying funnel, as well as double website conversion rates, content marketing is a smart digital marketing strategy to use. The best part is that it costs 62 percent less than traditional marketing efforts.
A few other reasons to use content marketing in your digital marketing campaign strategy?
Content marketing is a long-term and ongoing strategy that delivers an impressive ROI. That ROI includes new leads and clients for your business, as well as increases in your conversion rates. Content marketing provides these results by targeting every stage of your buying funnel.
In today’s online marketplace, users have a lot of power. They can choose to read or ignore your company’s messages, whether they’re promotional or informational. Many, however, respond well to informational content from companies, which is why content marketing is so essential now.
Want to use content marketing as one of your digital marketing strategies?
Partner with our full-service digital marketing agency and boost your revenue. Chat with our team and start building your personalized strategy by contacting us online!Check out our content marketing services
4. Email marketing
Email marketing is one of the most cost-effective online marketing strategies available.
Learn More About Email Marketing
What is email marketing?
Email marketing focuses on retaining existing customers, as well as gaining new ones. It’s an excellent technique for building brand awareness, keeping your company top-of-mind, and encouraging repeat purchases.
A core part of email marketing is developing and refining your campaigns, as well as growing your audience. Like content marketing, email marketing also focuses on providing users with valuable information — otherwise, people wouldn’t stay subscribed.
The idea is that, while these users may not need your services or products now, they’ll remember your brand when it’s time to make a purchase. That brand awareness encourages them to choose your company when they’re ready to buy.
For example, an HVAC marketing strategy may use email to build a relationship with homeowners and businesses by sharing tips for maintaining a heating and cooling system, lowering energy bills, and more. In comparison, a medical equipment marketing strategy could use email to highlight design advancements, industry conferences, and wholesale discounts for products.
When those subscribers need a service, whether maintenance, emergency, or installation, they have a higher chance of choosing that HVAC business because the company's proven themselves as knowledgeable and trustworthy.
One of the benefits of this strategy is that you can also segment your audience and personalize your email campaigns. For example, you may create a campaign for users that purchased a certain product or visited a particular webpage.
What is email marketing’s goal?
The main objective of email marketing as a digital marketing initiative is to stay at the top of mind for potential customers, and provide current clients with beneficial information, like relevant industry news, and personalized content, like product coupons, that keep them coming back.
Why use email marketing as a digital marketing strategy?
When it comes to email marketing, it offers tons of benefits. That’s why more than 80 percent of companies use email marketing, from manufacturing operations to retail stores to technology businesses.
Some of the biggest benefits of email marketing as a digital strategy include:
With an average ROI of 4400 percent, email marketing offers an unmatched return. Its impressive return emphasizes the potential of this Internet marketing strategy for increasing your revenue, brand awareness, or client retention rates.
It also shows that users like emails. More than 60 percent, for instance, like weekly promotional emails.
For businesses that want to generate more leads, as well as more revenue, email marketing is a go-to online marketing strategy. Additional steps, such as audience segmentation, email design, and personalization can also maximize the results of email marketing.
For example, smart segmentation can increase your revenues by up to 760 percent.
Looking to use email marketing as one of your primary digital marketing strategies?
With WebFX and our industry-leading software for tracking ROI, MarketingCloudFX, you can experience real increases in your revenue. Partner with our award-winning team to start building a personalized strategy. Contact us online today!Check out our email marketing services
5. Social media marketing
Another Internet marketing strategy for growing businesses is social media marketing.
Learn More About Social Media Marketing
What is social media marketing?
Social media marketing focuses on building brand awareness and increasing conversions. A social media marketing campaign can feature one or several social media platforms, depending on your target audience and their platform preferences.
A few of the most popular platforms for this Internet marketing strategy include:
In addition to marketing your company on social media, this strategy often focuses on advertising too.
What is social media marketing’s goal?
The core goal of social media marketing is to increase brand awareness and conversions, as well as build and maintain your company’s reputation. That is why social media marketing focuses on creating informational and promotional content, plus interacting with users on the various platforms.
Why use social media marketing as a digital marketing strategy?
With less than 30 percent of companies using social media as a marketing strategy, there is an immense opportunity for businesses that invest in it. Even better, more than 25 percent of a user’s Internet time is spent on social media — meaning it’s a perfect outlet for connecting.
A few other reasons to use social media marketing include:
Users rely on social media for more than sharing content with friends and family. They also use it for connecting with companies, whether by highlighting a positive shopping experience or requesting a company’s assistance.
If you’re inactive on social media, you leave users with limited options for contacting your business. Inconveniencing your clients can lead to low client retention, which has a direct impact on your revenues. That is why having an active presence on social media is essential.
No matter your industry, word-of-mouth recommendations are powerful — and now, social media serves as an outlet for digital word-of-mouth recommendations. If you’re inactive on social media, you exclude your business from these conversations.
That can lead to consumers overlooking your company. If you have an inactive page on Facebook, for example, that can serve as a low trust signal to users — especially if you have zero reviews or less-than-stellar comments from past customers. With social media marketing, you can change that.
Ready to use social media marketing as one of your digital marketing strategies?
With WebFX as your partner, you can count on having a competitive and in-depth social media marketing strategy that delivers the results you want. Discover the potential of your social media by contacting us online!Check out our social media marketing services
6. Voice search optimization
Voice search optimization is one of the newest Internet marketing strategies for companies to adopt.
Learn More About Voice SEO
What is voice search optimization?
With voice search optimization, your company optimizes existing and new website content for voice search. The intention is to earn your website the featured snippet or position zero spot in Google search results.
The various voice assistants, from Siri to Amazon Echo, use the featured snippet to respond to voice searches. So, if a user asks, “how do I clean a stinky dishwasher?” Amazon Echo or Siri would reply with the featured snippet, which you can see below.
As search queries differ when using voice, versus text, voice search optimization is important. If you’re a local business, this strategy is even more critical, as many users rely on their mobile devices — and voice search — to find a restaurant, salon, or hardware store near them.
What is voice search optimization’s goal?
The goal of voice search optimization is to earn the featured snippet for keywords relevant to your target audience and business. By ranking for position zero, your company increases its online visibility to consumers, which can lead to store visits, product purchases, and more.
Why use voice search optimization as a digital marketing strategy?
With more people purchasing smartphones, as well as voice-activated speakers, voice search is becoming a new — and popular — way to search. As a result, it’s one of the newest digital marketing strategies for companies to adopt.
A few additional motivations for investing in voice search optimization include:
In the next few years, analysts expect this percentage to increase even further. In turn, early adopters of voice search optimization will benefit the most — their websites will already rank for featured snippets, leading to increased traffic from consumers in your target market.
Like email, consumers want promotional content from brands. They want to know about your sales and new products, which is why investing in voice search optimization today can benefit your brand later, when voice-activated speakers provide these promotional options to companies.
Think voice search optimization is an ideal strategy for your business?
Trust WebFX to drive valuable traffic to your website and real results to your bottom line. With a suite of innovative and proprietary tools, from ContentGeniusFX to PredictionFX, our team will create a competitive strategy for your business.Check out our voice search optimization services
7. Video marketing
Video marketing is another digital marketing strategy for businesses looking to drive revenue.
Learn More About Video Marketing
What is video marketing?
Via video marketing, your company increases its reach, grows its revenue, and expands its operations. Like content marketing, as well as email marketing, your business focuses on creating informational and valuable videos for its target audience.
A few types of videos for video marketing include:
- Behind the scenes
- And more
No matter which types of videos you create, you’re working to build brand awareness among your target audience. Like social media, email, and content marketing, this brand awareness can lead to valuable conversions later.
That is why video marketing can improve conversions by more than 85 percent.
What is video marketing’s goal?
Video marketing focuses on improving brand awareness, conversion rates, and company revenue. It accomplishes these goals by creating valuable, high-quality content for users. This strategy, like voice search optimization, also appeals to current user behaviors.
For example, adults spend up to five hours a day watching videos. Not to mention, brand awareness increases by almost 140 percent after a user watches a video, whether it’s a product announcement, in-depth how-to, or laidback behind-the-scenes video.
WHY USE VIDEO MARKETING AS A DIGITAL MARKETING STRATEGY?
With the ability to improve conversion rates, video marketing is becoming a go-to online marketing strategy. It’s also an excellent addition to email marketing and content marketing, which both benefit from using videos.
Why else use video marketing in your company’s strategy?
Like content marketing, your videos can also influence the purchases made by users. A how-to video, for instance, can convince users that your product is the best fit for their business or lifestyle. If your company invests in influencer marketing, an influencer’s video can also persuade users to choose you.
It’s critical to earn a top ranking in search results, which is why it’s essential to improve the optimization of your pages. With videos to complement your content, you can earn a better rank for competitive keywords, which can result in more valuable traffic and leads for your business.
Ready to create a video marketing campaign for your business?
Partner with the leading performance-driven agency for mid-sized businesses, WebFX. With our award-winning strategies and powerful artificial intelligence software, we’ll create a digital marketing strategy that makes your business a top competitor.
Get started by contacting us online or by phone at 888-601-5359!Check out our video marketing services
4 benefits of digital marketing strategies
With digital marketing strategies, your business can reach — and exceed — its goals, which may include:
1. Increasing website traffic
With all digital marketing strategies, one of the main goals is to increase traffic to a company’s website.
When people visit a website, they’re there for a reason. Whether they’re looking for information on your products, searching for how to contact your team, or reading a recent post on your blog, they aren’t staying on your website by accident.
The more visitors you attract to your company’s site, whether through content marketing, SEO, or email marketing, the more opportunities you have to inform potential customers about what you have to offer. The result? More leads, conversions, and sales.
2. Driving storefront traffic
If your business operates a physical storefront, one of your main goals is likely to bring customers into your location. Online marketing strategies, like local SEO, can help you achieve this goal and attract more foot traffic — even some strategies not featured on this list, like geofencing advertising, may help.
While you may feel that digital marketing isn’t ideal for a local brick-and-mortar store, it’s a powerful strategy for promoting and growing your company. Users rely on search to find businesses near them, which is why 80 percent of local searches convert.
3. Boosting brand awareness
When you use digital marketing, you get your brand in front of more potential customers, whether through search results, email inboxes, social media platforms, or another outlet. As a result, more people become aware of your brand.
They’ll get to know your branding, your products, and what sets you apart from your competitors. Then, when they need the products or services you offer, they’re more likely to remember your brand and make a purchase.
4. Raising revenue and conversions
The biggest and most important objective of any marketing strategy is to increase revenue. By improving your target audience’s traffic to your website and store, as well as partnering with the leading digital marketing agency, you can increase your company’s sales.
With our personalized and results-driven strategies, we can have a significant impact on your company’s bottom line. That is why we focus on driving real results, like visits to your store or product purchases — it’s also why we’ve driven more than $1 billion in sales for our clients.
Are you ready to start using digital marketing strategies?
Digital marketing is one of the best ways to reach new customers and achieve your business goals. Plus, it offers a variety of strategies, from video to email to social, to reach your unique goals. Whether you’re looking to increase sales, revenue, awareness, or loyalty, digital marketing is the way.
The success of your digital marketing strategies, however, depends on the development and execution of them. That is why businesses partner with WebFX, a full-service digital marketing agency that provides custom, results-driven Internet marketing strategies.
Start choosing and building your personalized strategy by contacting our award-winning team of strategists today! Contact us online or give us a ring at 888-601-5359 to get a free quote for your next digital marketing strategy.