In today’s market, using digital resources to help grow your business is a must. If you want to enhance your business’s online presence, it is imperative to develop an online marketing strategy. A quality digital marketing strategy can help drive valuable traffic to your website, leading to more business opportunities. 

What is Digital Marketing Strategy?

A digital marketing strategy helps your business achieve specific online goals through carefully selected online marketing tools. These tools, or digital channels, may include owned, paid, and earned media. We will explain more about these in our next section. 

Most Common Digital Marketing Media

Sometimes the easiest way to understand digital marketing is to evaluate your current digital marketing strategy– even if you did not realize you have one! The following are the most common types of digital media businesses use:  

  • Owned Media: This is often referred to as “branding” and includes anything under a company’s direct control, such as websites, blogs, newsletters, and articles to name a few. Do you already have an established website? If so, are you keeping it current and updated? It is important to keep it current with fresh, original content. This helps keep your online presence current and relevant. If you are not keeping your website updated, it may be time to start. 
  • Paid Media: This includes any sort of advertisement that is paid for. Do you purchase ad space? Or do you pay for any sort of advertising on social media? If so, ask yourself if it’s the right placement for your advertisements. Is it driving business to your website? If not, it is time to rethink your paid media channel. 
  • Earned Media: This is free media, and it is achieved through publicity. Did someone review your business? Or was your company mentioned in an article somewhere? If so, that is earned media. If not, you may want to consider asking your satisfied customers if they would be willing to give your company a review. Or invite someone that reviews local businesses, or writes about them in publications, to your company or event. 

Improving Your Digital Marketing Strategy

Chances are, you have already utilized some of the above digital media. The question is, are you using that digital media strategically? Answering the questions in the above bullet points, you probably realized there’s lots of room for improvement. But you probably also realized there are a lot of directions you can take with a digital marketing strategy. Where do you start? Well, it depends on three main things:

  • Your target audience
  • Your goals
  • Your budget

By clearly understanding those three things, you can create marketing strategy that drives traffic or sales, drives your business forward, and drives a healthy return on investment. And don’t be deterred by “Your Budget” because you can implement a strategy no matter how small your budget is.

There is no one-size-fits-all strategy, but you can learn more about how to create a digital marketing strategy from our website and blog. Feel free to also Contact Us to discuss your current digital marketing strategy and your goals. 

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