In an ever-changing digital landscape, success in business can often depend on what you do (or don’t do) in terms of marketing your company online.
From SEO to content marketing and analytics, it can be overwhelming figuring out where to start — and, more importantly, what’s going to have the biggest impact on your business. To be effective at digital marketing, you’ll need a strategy.
Now depending on the scale of your business, your digital marketing strategy might involve multiple goals and a lot of moving parts, but coming back to this simple way of thinking about strategy can help you stay focused on meeting those objectives.
Despite our simplification of the term ‘strategy’, there’s no doubt it can be difficult to get started actually building one. So, we’ve put together a series of seven building blocks to help you create an effective digital marketing strategy and set your business up for online success.
What is a Digital Marketing Campaign?
It’s easy to confuse your digital strategy with your digital marketing campaigns, but here’s how to distinguish the two.
As we’ve already outlined, your digital strategy is the series of actions you take to help you achieve your overarching marketing goal. Your digital marketing campaigns are the building blocks or actions within your strategy that move you towards meeting that goal.
For example, you might decide to run a campaign sharing some of your best performing gated content on Twitter to generate more leads through that channel. That campaign is part of your strategy to generate more leads.
It’s important to note that even if a campaign runs over the course of a couple of years, it doesn’t make it a strategy — it’s still a tactic that sits alongside other campaigns to form your strategy.
Now we’ve got to grips with the basics of digital strategy and digital marketing campaigns, let’s dig into how to build your strategy.