What is a Digital Strategy?

Digital strategy defines the direction a business will take to create further competitive advantages with technology and its tactics to achieve these changes.


1. Define your brand.


“Your business plan and business model are the foundation of your digital strategy. You have to distinguish (or remind yourself) what is unique about your company and what motivates your audience to purchase from you.”

It may involve clarifying your USP (unique selling point), market positioning, brand mission and values. Also, it's essential to conduct industry and competition analysis to be able to identify your opportunities and threads on the digital market.

2. Build your customer personas


Buyer or customer personas are fictional characters made of the combination of traits, hobbies, likes and dislikes of the people you are aiming to target. Creating buying personas gives you a clear vision of the target audience that you are seeking to reach.


Brands usually create several buyer personas that help them market their product to different buyers based on their interests and needs.


Information you will need to create your buyer persona:

  • Location

  • Age

  • Education

  • Income

  • Job title

  • Hobbies and interests

  • Goals

  • Challenges

  • Social networks used

It's essential to collect real data because making assumptions about your target audience can move your strategy in the wrong direction. There are a lot of free recourses available; our two favourites are Google Trends and Facebook' Audience Insights.

3. Establish your digital marketing goals


In order to measure the success of your marketing campaign, you have to establish your SMART goals. SMART stands for Specific, Measurable, Attainable, Relevant and Timely.

It's also useful to break down your journey into small milestones. For example, if your ultimate goal is to increase your web traffic by 60% in the next four months, you can set yourself a smaller target - to gain 50 newsletter subscribers or social media followers.

The small, less significant targets will support your process of working towards accomplishing your main digital marketing goal.

Your goals are fundamental for your strategy, as they define the steps you will take to accomplish each one.

4. Plan your marketing campaigns


Once you have a clear vision of your market positioning, target audience and your SMART goals, you can identify the most effective tools and channels for your digital strategy.


There are many methods available for you to explore:

  • Content Marketing

  • Blogs

  • Newsletters

  • Social media

  • Web optimisation

  • SEO (Search Engine Optimisation)

  • PPC (Pay Per Click)

Considering the number of online channels, you have to manage and the amount of data you have to collect, it's best to use Marketing Automation tools. Incorporating marketing automation will allow you to segment your audience, personalise and automate your online campaigns and optimise your workflow.

5. Build your digital marketing action plan


Now it's time to bring your digital marketing strategy together in the form of a structured and cohesive document.

The most efficient approach is to build a structured timeline with a series of actions designed to achieve your goal(s).

6. Track and evolve


The process isn't over when you designed and launched your digital strategy. The next step is measuring the results using KPIs (Key Performance Indicators). That will allow you to define whether your campaigns are successful if the set goals were achieved and if your strategy needs adjustments.

Always keep in mind that your online marketing strategy is there as a temporary guide. With the ever-changing digital technologies, it's vital to react to change in real-time.