In today’s marketing landscape, you cannot overlook digital and social media – in fact, it should encompass a huge part of your overall business strategy. From individual consumers to global companies, everyone is online, and that means it’s the ideal place to connect with your audience.

Crafting an effective digital marketing strategy can be a challenge. When you take into account the widening digital skills gap across all sectors, the knowledge and assistance are often unavailable – but you must not ignore the need for it. With the rapid evolution of modern technology, businesses need to adapt to the changes in the marketplace and take advantage of the lucrative opportunities it offers. Although it may seem intimidating and time-consuming, implementing a plan doesn’t need to be overcomplicated. Here are a few tips to get you started:

Set Goals

Start by setting achievable goals, just like you would do in a traditional marketing plan. Think about what you want to get out of your activity – do you need to drive traffic to the website or generate more leads? Once this is defined, consider which metrics you need to track and measure then lay the foundations. This might include getting familiar with Google Analytics, tracking contacts in your email marketing system or perhaps updating your CRM software.

Focus On Your Perfect Customer

No business targets everyone, so start by building your audience personas to find your highest value customer. Use segmentation and look at quantitative as well as qualitative information, such as a customer’s hobbies, interests, challenges and personal goals. Once you have identified the ideal target, keep them at the core of your digital strategy and keep referring back to them.

Be Present In Their World

Digital marketing should drive traffic to your website, which then converts web users into valuable and profitable customers. Make your website and content easy to find for your target prospects by connecting with them through the correct channels.


Paid advertising is a quick way to reach your target audience. This could include display adverts and a retargeting strategy, which will help keep potential customers engaged once they’ve left your site. Social advertising can also help to reach a large community and can be extremely granular in terms of targeting. Alternatively, test Adwords, which will only charge you once someone has clicked onto your advert – it’s the perfect ‘pay-as-you-go’ method!


Search engines want to do their job as efficiently as possible and refer users to the most relevant content, so optimise your website to grow your organic search visibility. Don’t overuse keywords on your website; instead, use tag titles to tell search engines what your pages are about and write meta descriptions with a human audience in mind.


Use email marketing to welcome customers, boost engagement, promote the brand and build relationships. There is an abundance of email marketing services that have tools to help you create and design a successful campaign, even if you have little knowledge to begin with.

Social Media:

There are now nearly three billion active users on social media across the globe – so it’s never been more important to tap into its benefits. Consistency is vital to make social work for you, so don’t assume you have to create a profile across all platforms. Adding more than necessary will result in sporadic, inconsistent activity , so focus on the one or two most relevant platforms for your audience.

Make Your Website Your Best Tool

Everything you do in digital should eventually drive traffic to your website. The more difficult it is to use and navigate, the less people will buy from you – so, clean it up, design it to promote conversions and optimise it to be accessible for desktop and mobile users. A great website can be a marketer’s best friend, so make sure your company’s USPs are visible and that it includes interesting and relevant content to set you apart from competitors.


Digital marketing delivers visible and trackable results. Google estimates that companies using digital strategies have nearly three times better revenue growth expectancy and a much better chance of expanding their business and workforce. It allows businesses of any size access to the mass market and – unlike many forms of traditional advertising – it’s affordable for them, too.

The digital age is well and truly here, and it is crucial to recognise the importance of implementing digital marketing into your strategy. It’s the wisest investment you can make in today’s climate and absolutely essential for the survival and growth of your organisation.