Marketing basics: Importance of a digital marketing strategy

June 14, 2022

Originally published on October 31st, 2019. Updated for June 14th, 2022.

Adding digital to your marketing basics proves a no-brainer in a mobile-driven world. To succeed, you need to organize the basics into a strategy. When you’re starting at the beginning, what do you need to consider?

Marketing Basics: crumpled paper on messy desk that reads "marketing strategy"

Know Your Audience

Focusing on a targeted group of people gives you a better result than mass marketing. To reach people, you need to get to know them. Study those likely to buy your product. Ask yourself these questions:

  • What work do they do?
  • Where do they hang out?
  • What are their pain points?
  • How do they make purchases?
  • What stops them from buying?


Hone Your Message

When you talk to blue-collar workers in Honolulu would you use the same communication style as you would with professionals in Japan? When you know your audience, you can speak effectively. Apply research about your audience so you can do the following:

  • Get personal with relevant posts
  • Draft emails they want to read
  • Educate your people on how your product benefits them
  • Create a call-to-action that inspires them to act
  • Offer something your competition missed


Choose Your Channels

Technology evolves daily. Keeping up with these changes across many platforms can be daunting. Good news! You do not need to include all social media channels, email and web advertising from the start. Choose the channels your audience use and write quality content for those platforms.


Measure Your Results

Digital tools offer many ways to measure your marketing efforts. This gives you the opportunity to capitalize on successes and adjust the mediocre. If emails get sent directly to the trash, you can look at ways to increase the open rate. If social media falls flat, consider new strategies to entice users to engage.


Digital Marketing Strategy

Lists of digital marketing tips will fail to give you the results you want if you don’t have a plan. These lists can be overwhelming. How can you get it all done? And how can you get it done well?

Heed this vital digital marketing tip: plan and write a digital marketing strategy


A strategy takes the tips relevant to your business and organizes them into a plan of action. It defines how you lead your audience through the sales funnel to become loyal customers. A good marketing strategy:

  • Focuses your efforts
  • Defines your next steps
  • Proves easier to measure
  • Builds a quality audience
  • Produces customers

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