Digital marketing trends come and go, but effective strategies will always help you improve business growth. However, digital marketing tactics are many, each with its unique pros, cons, and return on investment (ROI).
If you need clarification about which tactics to select, you have come to the right place.
Our digital marketing experts have created a comprehensive guide to help you select the best tactics in 2023. As you implement these strategies, you will notice a significant improvement in business growth.
Digital Marketing Strategy Explained
A digital marketing tactic or strategy is an extensive plan your business creates to reach a specific marketing goal. The secret is to implement these strategies to reach those go in a realistic, achievable, and focused manner.
Such strategies take into account the following:
- Business mode
- What you are currently doing well in marketing
- Marketing tactics you are missing concerning your goals
- Gaps you can fill to align marketing tactics and business objectives
These strategies utilize various tactics to help you deliver the marketing goal based on your chosen medium. So, the strategy will be the umbrella covering all the tactics you use to achieve business goals.
A Step-By-Step Guide To Creating A Digital Marketing Strategy
The strategies you select for your business will define the digital marketing tactics you can use. Creating a comprehensive strategy and then developing the tactics you will use is crucial.
Here is a step-by-step guide to help you create the perfect digital marketing strategy in 2023:
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Identify Goals
Strategies are incomplete without defining what your goals are. Even your marketing goals must tie in with your business objectives. We recommend that you identify short-term and long-term goals to provide you with a complete vision of what you have to achieve.
Each goal in your plan must have its strategy to help you understand whether you are achieving it. Documenting your strategies, goals, objectives, and tactics is crucial. You can use it to tweak your goals and strategies as times change.
So, sit down with your marketing team, and have a detailed discussion on marketing and business goal alignment. Then, you can follow the next steps to create a comprehensive plan.
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Create A List Of The Tools You Require
Digital marketing tools will help you measure your success and check whether what you are doing is working. There are many tools available for marketers that you can choose for your business. For example, you can use Google Analytics, Ahrefs, Google Ads, and much more.
Keep in mind that you will have to pay to use these tools. If you are not willing to spend money on various tools, it is best to outsource your marketing efforts. Digital marketing agencies in Toronto have all the important tools to take your marketing to the next level.
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Build An Accurate Buyer Persona
Marketing efforts must be directed toward your target audience. If you don’t know who your target audience is, you are shooting an arrow at a blank target. You must create a buyer persona for your digital marketing tactics to be effective.
You can research, interview, and survey your business’s audience. Real data and information will give you a more accurate description of your audience’s wants.
Here is the most important information you must have on your target audience:
- Age
- Location
- Income bracket
- Job title
- Common challenges your target audience faces
- Interests and hobbies of the target audience
- Priorities and goals
This information will help you understand your target audience deeply by diving deep into why they do what they do. Once you have this information, you can tweak your strategy and tactics to target the audience effectively.
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Evaluate Your Current Digital Marketing Channels
Unless you are new in the market, you already have various digital marketing channels you use. For example, you might be using a combination of paid ads, organic search, and more to drive more users to your website. However, not all channels will provide you with the results you need.
After a thorough evaluation, you might notice that paid ads provide less revenue than SEO. Then, you will have to find new ways to tweak your existing strategy or focus your efforts on SEO to gain even more benefits from it. Gather data on all these channels, then decide which one you want to opt for.
Once you do, you can extract valuable insights and devise a marketing strategy accordingly. Cutting excess baggage from your tactics and focusing on the ones that provide the best results is the key to making the most of your marketing channels.
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Plan The Campaigns
Your efforts don’t stop at devising a great strategy because you also need to plan a stellar campaign to execute the strategies. Most of the campaigns come in the form of content. These include blogs, podcasts, social media posts, ebooks, and more.
In the long run, the right content will convert visitors to your website into customers and leads. It will also improve the online presence of your brand. Because of this, it is crucial to incorporate content into your digital marketing tactics.
Other than that, paid media might also be in your campaign strategy. To reach marketing goals, you must build a complete picture of what you want in your campaigns. You can stick to improving existing campaigns or experiment with new ones to see where they take your business.
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Track And Optimize
Finally, you have to track and optimize your campaigns from time to time. You have to evaluate your digital marketing strategies and tactics to see whether there is room for improvement. A few weeks into the campaign will give you an idea of what you are achieving from the campaign you initiated.
Before you optimize your campaigns, consider the various KPIs you will measure to track your campaigns.
These can include the following, depending on your campaign:
- Conversion rate
- Click-through rates
- View counts
- Engagement on content
- Cost per lead
- And more
Determine what KPIs will be the most useful, and then track your campaigns. It will provide you with realistic measures of your campaign success.
Types Of Digital Marketing Strategies
There are various types of strategies you can use to create digital marketing tactics. The ones you select will depend on your business goals.
However, here are the most common strategies that almost all businesses implement:
Email Marketing
Almost every brand has done email marketing at some point to boost their customer retention rates and loyalty. It is a great way to build long-term relationships with your customers and convert them into loyal brand advocates. You can use email marketing to promote discounts, deals, and website content or connect with your users.
Businesses leverage the power of email marketing for various reasons.
Some of them include the following:
- Affordability: Email marketing is a cost-effective investment in your marketing strategies. All you have to do is opt for an automation tool, and it will send your emails automatically to your subscriptions.
- Increase in website traffic: Linking your pages to your emails can boost your website traffic. You can track indicators such as click-through rates to see who has opened and followed links in your emails.
- Personalized messages: You can segment your audience and deliver targeted messages based on their information. It will allow you to send personalized emails that will help you deliver accurate information.
Email marketing should be a small component of your complete digital marketing strategy. In the long run, it can boost your subscriber base and create effective marketing campaigns.
Social Media Marketing
Close to five billion people around the world use social media in 2023. The number will only keep growing as the digital world explodes with new users. You need to incorporate social media marketing into your strategy to make sure you get all the benefits of the entire population.
As a business, you must create a digital presence on platforms such as Facebook, LinkedIn, Twitter, Instagram, TikTok, and more. You can use these platforms to gain more followers, drive traffic to the website, build brand awareness, and more. Keep in mind that social media marketing requires ongoing efforts.
However, here are some top benefits you can reap from it:
- Interaction with your audience: Most people use social media for around three hours daily. It is a great way to interact with your audience daily and prove that you are more than a profit-making business.
- Effective ad spend allocation: Even with a low budget, you can incorporate social media marketing into your strategy. You can leverage the platforms to expose your audience to your brand. Remember to opt for optimization tools to make the most of this strategy.
- Boost in brand loyalty: If people have a positive experience with you on social media, they are more likely to recommend you to family and friends. Find new ways to connect with them and boost brand loyalty for a long time.
SEO
All brands are familiar with SEO. The process lets you optimize your content and website to rank high on search engines. A primary aim of SEO is to boost organic traffic to your website.
It incorporates various digital marketing tactics, such as utilizing meta information, optimizing keywords, creating high-quality content, and more.
Here are some important reasons for you to incorporate this strategy into digital marketing:
- Boost brand awareness: More visitors will visit your website when you rank high on search engines. It also helps establish trust, awareness, and authority among your customers. They will be more likely to purchase what you offer if your web presence is good.
- Better conversion rates: Optimized websites are responsive, user-friendly, and compatible with mobile and desktop. These are more likely to convert your users into loyal customers.
- High ROI: SEO requires ongoing efforts but provides high ROI in the long run. You will easily target users without a high investment.
Content Marketing
Content marketing is all about answering the questions of your potential customers and helping them out through content. These include landing pages, blog posts, podcasts, videos, case studies, and more. The key is understanding what your customers require help with and then helping them through these forms.
You can create content for different buyer personas in all sales funnel stages. Execution of such a strategy can only happen when you understand your buyers’ journey and address their concerns uniquely.
Here are some reasons you can incorporate content marketing in your digital marketing tactics:
- Strong relationship-building: You can utilize the power of content to build strong relationships with customers. It will help nudge you toward the finish line and make it likely for you to select your business over competitors.
- SEO improvement: Creating quality and engaging content will also boost the SEO of your website. It will help you drive organic traffic to your platform.
- Enhance brand authority: Focusing on creative and educational content will help you build authority in your industry. Your target audience will know they can turn to you for solutions at any point of the buying journey.
PPC Ads
PPC ads are pay-per-click ads in which the advertiser has to pay every time a user clicks on the online ads you post. You can do this through various platforms, such as Google Ads. It is a good strategy to use when you want to reach people that search for the terms related to your business.
Such ads can be inexpensive or costly, depending on the size and scope of the campaign. Another note to remember is that when you discontinue the campaign, the traffic generated by it will also discontinue.
Here are some benefits of PPC ads:
- Quick results: PPC ads are a quick way to set up a marketing campaign and get fast results.
- Monitoring is easy: Utilizing a PPC platform means you can easily track your campaigns and check how many people view your ads. It will give you an idea of how well your campaign is performing.
- Pay-as-you-go: You can control your ad spend with PPC because you have to pay as your campaign progresses. You can also pause or change your campaigns, depending on your goals.
Best Digital Marketing Tactics To Use In 2023
Now that you fully understand what goes into a digital marketing campaign, it is important to use the right tactics.
Here are the top digital marketing tactics you can incorporate into your campaigns in 2023:
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Reoptimize Content On Your Website
Search engine rankings take your content performance into account. You have to keep going back to the content on your website, evaluate it, and then re-optimize it. For example, you can update the content with new keywords and incorporate more relevant ones.
There are also various digital tools you can use to re-optimize your content. Such tools can help you optimize your website and guarantee that your search rankings improve. Incorporate this tactic into your marketing strategy, and notice the boost in rankings.
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Design Automated Email Campaigns
Creating and sending emails frequently can be a tedious task you can easily automate. You can segment your customers, create personalized emails for each of them, and then automate when they should receive them. It will save the time and effort of your employees, as they can focus on creating exceptional marketing campaigns.
You can also use such automation to reactivate subscribers that have been inactive for a while. An automated reactivation campaign has the potential to boost your sales by a significant amount. Customers will open your emails and then take the action you want them to take.
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Collaborate With Influencers
More than 60% of consumers trust the recommendations that come from influencers. To maintain an online presence, you need to collaborate with influencers to reach more people. They are masters at creating hype for a certain product and service.
Creative campaigns with influencers can help you promote your business and gain more traction. So, find an influencer that promotes products or services from your business niche and create a campaign with them.
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Develop A Lead Scoring System
Having a lead scoring system is one of the most effective digital marketing tactics you can benefit from. It is a system where businesses can rank prospects depending on a scale that represents the value they present to the company. For example, you can assign different values to specific behavior on your website or social media interactions.
Based on such indicators and their results, you can decide which leads are at the bottom of the funnel and which can be converted. You can also create advanced sales analytics by integrating lead scoring with a CRM. It will help you benefit from the most promising leads for your business.
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Create Captivating Video Content
YouTube has over two billion active users, and video content has been gaining traction on all platforms, from YouTube to Instagram. Informative and engaging video content can aid the decision-making process of your customers. It will also boost their trust in your brand and aid them in buying.
Make sure you have some video content to engage with customers. These can range from YouTube Shorts to Instagram reels, TikToks, and more.
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Improve Your Local Search
It is crucial to use digital marketing tactics that improve your local search. For example, you should list your business on Google My Business so local customers can easily find you. Your listing will be visible on local searches based on your users’ keywords.
Google also makes it a breeze for you to update your listing. It will provide a great way for your customers to stay up-to-date with any changes to your business. You can also provide customers an option to write reviews on platforms such as Yelp to help people engage with your business.
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Outsource Marketing Efforts
One of the top trends in recent years is to outsource marketing efforts. There is a rise in the number of digital marketing agencies opening up everywhere. Opting for this allows companies to save costs and focus on running their business while marketing professionals take care of their digital marketing efforts.
You can also opt for an expert agency such as The Dreams Agency. We have been at the forefront of our client’s digital marketing efforts with our dedicated professionals. Our services range from web development to SEO to help you get the best out of your marketing efforts.
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Make Mobile Marketing A Priority
In May 2023, more than 50% of web traffic came from mobile. You must consider mobile users when creating digital marketing tactics for your brand. The key is creating a responsive web design for mobile so customers can go through your web page.
If your web pages are cluttered or slow to load, customers will only bother staying for a short time. So, ensure you focus on creating optimized mobile designs to drive more traffic and convert leads.
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Leverage The Power Of Storytelling
Customers like to connect with the brands they purchase products and services from. The art of brand storytelling brings together your products, values, branding, and more to connect with customers. Such a bond is based on the trust you establish between your brand and customers.
When you have such a connection, customers will take the journey to get to know your brand and purchase from you. Stay creative, consistent, and authentic with your storytelling efforts. Customers know when brands are not genuine in their efforts and hesitate to take action.
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Focus On Branding
Finally, branding is an important component of any digital marketing strategy. Branding tactics allow you to create consistency in your voice, messaging, and more. Focusing on such efforts means your customers will easily associate your brand with certain colors, fonts, shapes, content, and more.
Think about the kind of branding you want your business to have. Then, create a branding guide that you will implement across all platforms. It will aid you in remaining consistent with your branding efforts.
Final Thoughts
Start incorporating these digital marketing tactics into your marketing strategy, and see how your business changes for the better.
You can hire The Dreams Agency to create the best marketing campaigns to drive your business’s revenue and customers. Contact us for a free initial consultation to discuss your marketing goals.