How to create a digital marketing strategy from the beginning to the end.

Published Feb. 9, 2021, 12:04 a.m. by Faith Kosgei

Digital marketing has become essential for all businesses as gone are the days where billboards and newspapers were the most effective ways of promoting a brand's products and services.

You will agree that we do not always concentrate on billboards whenever we are on the move or stuck in traffic. What do we do instead? You will find most of us glued to our phone screens. Even newspapers are getting harder to read as we prefer watching the news and getting daily happenings through our smartphones.

There are many options for marketing online. Therefore you should select the right strategy as it is key to your success. Sometimes it can be difficult and stressful to know where to start when it comes to digital marketing. In this article, we will learn how to create an effective digital marketing strategy from the beginning that will enable you to accomplish your business goals.

Determine what you want to accomplish.

First and foremost, ask yourself what it is you want to accomplish from the digital marketing campaign. Do you want brand recognition? Generate leads? Or get more sales? All in all, you need to identify your goal. Your end goal matters, and you need to take specific steps to achieve each one of them.

 Understand the digital sales funnel.

Before developing the actual strategy, you need to understand the digital sales funnel fully. It consists of several steps that the buyers move through to get to the point of making a purchasing decision. These stages may vary in number and names depending on how different people look at them. But generally, they include the following;

Brand awareness - This is when people get to know your brand or product for the first time.

Consideration – Since brand recognition has been established, the customer is willing to learn more about your product and service. They may also research your competitors at this level.

Conversions/Purchase - Users, are willing to buy your products or services at this point.

Loyalty - Clients who have repeatedly bought from your brand may become loyal and advocates of your brand.

Users will be interacting with your ad differently at each stage. Do not expect customers at the discovery level to respond as those at the loyalty stage. with this in mind, you will tailor your digital marketing strategy.

Create buyer personas.

The next step in creating a strategy is getting to know your audience and what motivates them. This is crucial as it will enable you to learn which marketing platforms you can find them on, how they are interacting with it is what they want to see from your brand.

The buyers' persona should be specific. Research your existing customers and social audience to get a detailed analysis of your audience. You can use Google Analytics and Facebook's audience insights to get details. Details to consider are age, location, language, spending power, patterns, interests, and life stage.

 Determine where to find users at all funnel stages.

Since you now understand who your audience is, it is important to learn how to connect with them. Refer to your analytics and compare them with the buyer's personas. Consider the paid and organic marketing channels and find out about which of your audience personas are using them and what stage of the funnel they are in. This will enable you to determine the marketing channel you should use and who you'll want to be targeting in each part of the digital marketing strategy.

Implement specific guidelines to reach your goals.

Now that you have your marketing mix selected, you expect your audience to respond. To achieve this goal, start trying everything together and build specific tactics to help you achieve your goals. Such tactics may include;

  •  The use of Call to Action (CTAs) – This will help in lead generation.

  •  Share influencer's content on social platforms to build a relationship and increase brand visibility and brand recognition.

  •  Encouraging testimonials /user reviews and placing them on your website or social media pages.

In doing all these, keep in mind that specificity is key for you to get results.

 Incorporate automation and personalization.

It is important to find ways to make your campaigns as impactful and effective as possible. A great way to do this is through personalization and automation, although these two can overlap at times. Make good use of audience segmentation, personalization, and automation wherever it is convenient to write focused copy for specific groups of customers and their exact relationship with your business. They will see the message at the ideal time, and it will be relevant to their needs at that moment. This will take your strategy further.

Look for holes in your digital marketing strategy.

This is like "Troubleshooting" your funnel since your digital marketing strategy is up and running. Carefully evaluate the strategy both in the early days and on a long-term basis. It is crucial to do so, as there are multiple elements, platforms, and campaigns involved. Google analytics comes in handy here, along with the native analytics of the networks and channels you are utilizing. Set up goals in google analytics and check out behavior maps to look out for drop off points in your on-site funnel.


Digital marketing helps you to see results since you have the right content in place. While it may seem tempting to dive in and get started on the available platforms at once, you may be risking and might end up not getting results. Trust me, with all the time and money you've invested, that's the last thing you'd want.