If you’re new to the world of online marketing, it can be hard to know where to focus your efforts to achieve your marketing goals first. This is why your business needs an effective online marketing strategy.¬†

After all, by now you’ve probably read so much about content marketing strategy, business marketing, social media tactics, search engine tips, and reeling in that customer base that you’re just feeling overwhelmed and not sure what needs to be done.

When you feel that way, it’s important to take a step back and create a clear online marketing strategy.

Let’s take a look at how you can develop an online marketing strategy for almost any type of small business and how you can use this plan to achieve your marketing goals.

We’ll examine how you can build a strategic marketing plan from the ground up, and how you can adjust your digital marketing plan if you need to make changes. From content marketing strategy to social networking and even inbound marketing, it’s time to meet those business objectives.

Let’s start with a closer look at your online marketing strategy.

It is important to understand how a marketing strategy differs from a digital marketing strategy before one or both is implemented at your company.

A marketing strategy is a plan to achieve a specific marketing objective (or objectives) in a focused and feasible manner. It takes into account what your business is doing well at the moment and what you’re missing in terms of the goal you set, so you’re more likely to achieve it.

There are days when billboards and newspaper ads have been the most effective means of promoting your brand and your products. An online marketing strategy is a must for all businesses, and selecting the right strategies will be key to your success.


1. Identify A Clear Target Audience

You can’t create an effective digital marketing plan without knowing exactly who you’re trying to attract. The next step in your digital marketing plan is to create buyer people to define your target audience.

Buyer Persons are fictional people who represent the characteristics of the people you ‘re trying to target to buy your products or services. They are the embodiment of your ideal customer and the person most likely to buy from your business.

To create a person for your buyer, collect information like:

  • Location¬†
  • Age
  • Income
  • Title of Job
  • Hobbies and Interests

These are all great bits of information that will help you shape the person of your buyer.

So, how does the creation of a buyer person help with your digital marketing plan?

Buyer people are helping you know who to target when you’re running your campaign. In many cases, you ‘re going to have more than one buyer person you ‘re targeting. Creating these people helps you market different types of buyers based on their interests and needs.

Think of a clothing store that offers clothing for men, women, and children. In that case, you ‘re going to have an individual buyer for men, women, and parents.

The way you market to a single woman is not the same way you market to a married woman with three children. Buyer Persons will help you keep these different people separate from your audience so that you can deliver the best and most relevant marketing message to them.

Buyer people will help you create a better digital marketing plan because you will know how to better target members of your audience.


2. Define Your Brand

The first step to making your digital marketing plan a success is to define your brand. It ‘s important to know the ins and outs of your brand so that you can sell it to your audience.

Define what’s unique about your business. What are you going to bring to the table that your competitors don’t have? It’s important to understand what makes your business unique, so that you can market it to your audience.

Create unique sales points (USPs) to give your audience insight into your brand.

These are facts about your business that are unique to your company, but they also convince someone to choose your team. USPs reinforce the image of your brand and make them feel more confident about choosing you over the competition.


3. Set your objectives

Before you embark on a market journey to your target audience, define your goals. It is important to set targets so that you can determine whether your marketing campaign is working effectively to help your business grow.

When you set targets, set both the big and the small. Your small goals should help keep you on track to achieve your big goals.

Let’s say that your main goal is to increase conversions by 40%. A small goal to help you achieve that goal may be to win 10 new email subscribers. This smaller goal helps you to work towards the achievement of your larger goal.

When you set targets, it is crucial that you set measurable targets. These are also known as the objectives of SMART.

SMART means:




Relevant to


You want to set targets that define what you want to achieve.

They should also be easy to measure. Don’t say, “We want to earn more subscribers,” but rather, “We want to get 50 new email subscribers every quarter.” The second goal is specific and you can easily measure it within a time frame.

By setting targets, you’ll put your digital marketing business plan on the fast track to success.


4. Choose your digital marketing channels

If you want to know how to set up an effective digital marketing plan, choose the right digital marketing methods. You know who you’re trying to achieve and your goals, so the next step is to figure out which channels will help you reach them.

There are a lot of methods available to your business to reach out to these leads:

Search Engine Optimisation (SEO)

Pay-per click Advertising (PPC)

Content Marketing

Email Marketing

Social Media

These are just a few of the channels that you can use to reach your audience. When you start shaping your digital marketing plan, you need to choose which methods you want to use to reach your audience.


5. Set up your budget

Your budget is a key part of your campaign. You need to know how much you can spend on your digital marketing campaign before you start implementing your methods. Having a marketing budget set allows you to better distribute your money to the services you need.

When you set the budget, you can break it down and allocate the money to a variety of channels. You need to find a balance between how much you ‘re willing to spend on each channel and how much you need to invest to deliver valuable results.

For example, you might think that $500 per campaign is enough to run a PPC campaign, and while it drives some results, it doesn’t produce the same kind of results as someone who invests $1000 in a PPC campaign.

If you know how much is available in your budget and how much you need to spend on each channel, you will create a better digital marketing business plan.


6. Measurement of results

A digital marketing plan should always have a strategy to measure results. Measurement of results is crucial in determining whether your business has been successful in your efforts. It’s important to keep track of your results to ensure you ‘re doing the best campaign.

You can use key performance indicators ( KPIs) to determine the success of your campaign. KPIs are statistics that help you define whether you have achieved the goals you have set.

If you’re not meeting your goals, it gives you the opportunity to restructure your campaigns to deliver better results. You can change and optimize your strategies to help you better reach the consumer.

Creating an online marketing strategy will help you get on the fast track to reach more people who are interested in your business. A strategic plan will help you get new leads and make conversions for your company.

If you want to learn more about how to set up an online marketing strategy, check out our digital marketing services and get in touch with us online to see how we can help you get started.