Digital Marketing Strategy: 11 Essential Must Know Marketing Strategies

digital marketing strategy for business growth

An effective digital marketing strategy helps you drive business growth by expanding and reinforcing your customer engagement in the most competitive online arenas. But every strategy has its own unique advantages, limitations, and ROI. In this article, we’ll look at some specific examples and explain how to build a comprehensive digital marketing strategy that delivers measurable results.

In this digital marketing strategy guide, you’ll discover:

Understanding digital marketing strategy, 11 types of digital marketing strategy, how to build a digital marketing strategy.

  • Digital marketing strategy guidance
  • Frequently asked questions

Marketing strategy vs. marketing tactics

The term digital marketing strategy often is confused with other related concepts — a true marketing strategy is a comprehensive gameplan that outlines how you’ll reach your target audience and convert them into paying customers. It serves as a blueprint that guides you toward your organization’s unique marketing goals.

Marketing tactics are the specific actions you’ll take to implement your marketing strategy. These may include:

  • Writing blog posts
  • Responding to customers on social media
  • Sending emails
  • Designing advertisements.

Marketing strategy vs. marketing campaign

While a marketing campaign goes together with your marketing strategy, it’s important to understand the distinction between the two. A marketing strategy looks at the big picture.

It determines your overall business goals, your customers’ goals, and how you plan to achieve both. A marketing campaign is a promotion that’s designed to achieve one specific objective under your strategy, rather than your overall business goals.

A marketing campaign usually comes with a specific start and end date. You may launch a campaign to promote a new product, generate more traffic, or attract a new customer demographic.

There are many digital marketing strategies out there. Some deliver better results than others, so we’ll examine the 11 most effective digital marketing strategies used in our current industry.

1. Inbound marketing

Inbound marketing refers to the whole ecosystem of strategies, tools, and tactics that a marketer uses to convert a website visitor into a paying customer. It includes:

  • Content marketing
  • Email marketing
  • Lead nurturing
  • Marketing automation
  • Website optimization
  • Website analytics.

Inbound marketing is an overall approach to attracting, qualifying, nurturing, and delighting customers and prospects. It is not a one-off or something that is deployed quickly or temporarily; rather, it is focused on a long-term relationship with customers.

Why use inbound marketing?

  • It's affordable. Inbound marketing can save you money while leaving you with a higher ROI. You’ll target a specific group of people rather than anyone and everyone with the hope that you’ll be successful.
  • Trust and credibility. When prospects and customers do their own research and discover that your content answers their questions, your business is positioned as a trustworthy industry expert rather than just a sales-hungry entity.
  • Relationship focus. Through inbound marketing, you can build trusted relationships that not only turn into sales but create repeat customers. Inbound marketing content drives quality traffic to your website and provides visitors with valuable content that encourages them to convert in every phase of the marketing funnel .

2. Content marketing

Content marketing is focused on answering people’s questions and truly helping them through content rather than interrupting them with unsolicited promotions. It includes content such as blog posts, landing pages, videos, podcasts, infographics, white papers, eBooks, case studies, and more.

In most cases, content marketing has several goals. You may use it to:

  • Increase brand awareness
  • Improve brand loyalty
  • Educate your target audience
  • Convert and nurture leads.

Savvy marketers create content that’s ideal for multiple user personas in all stages of the sales funnel. For example, a user who is unaware of your brand and found your website through organic search needs different content than a prospect who is almost ready to buy. You’ll need to understand your buyers' journeys and come up with unique content that addresses their needs every step of the way.

Why use content marketing?

  • Strong relationships with customers. Content marketing gives you the chance to build a relationship with prospects and customers over time. It also nudges them toward the finish line, making it more likely that they'll choose you over your competitors when they're ready to purchase.
  • Better SEO. Quality content will significantly improve your website SEO, so you can enjoy more organic website traffic that turns visitors into buyers.
  • Increased brand authority. When you produce interesting, educational content, you’ll be able to position yourself as an authoritative source in your industry. Your target audience will then turn to you for solutions to any problems they may have.

Account based marketing (ABM) is a powerful B2B marketing strategy that targets specific accounts you select. It’s intended to help sales and marketing teams move prospects through the sales funnel quickly. With ABM, you target the accounts that are most important to you.

Why use account-based marketing?

  • Personalization. ABM does not take a generic approach to marketing. Instead, it creates personalized messaging for target accounts. You use what you know about your customer and tailor your campaign to meet their particular needs.
  • Collaboration. With ABM, sales and marketing teams work together to identify key accounts and design personalized campaigns for them. ABM encourages teamwork as teams focus on moving accounts through the sales pipeline.
  • Shorter sales cycles. The B2B sales process is often slow because there are multiple stakeholders involved in making a final purchase decision. With ABM, the sales cycle is expedited because the primary decision maker, and all other relevant prospects, can be nurtured simultaneously with content created specifically for them.

Search engine optimization (SEO) is the process of optimizing your website and your content in order to achieve higher rankings in search engines and increase the amount of organic traffic to your site. It involves a variety of tactics, like:

  • Creating high-quality content
  • Optimizing content around keywords and user needs
  • Incorporating meta information
  • Ensuring your website is optimized for search engines.

Ultimately, SEO strives to bring in the right visitors organically to drive more leads and sales.

Why use search engine optimization?

  • Higher conversion rates. An optimized website is fast, easy-to-use, and compatible with all devices. Which means it’s more likely to convert users and leave you with loyal customers.
  • Increased brand awareness. If your content ranks highly in search results, you’ll be able to build brand awareness and trust with visitors. They’ll be more inclined to purchase your products and services than they would if you didn’t have a good web presence.
  • Long-term cost savings. Once a piece of content is created, it should attract and build increasing traffic over time. You'll still need to produce quality content on an ongoing basis, but you’ll be able to target users who are actively looking for your products and services without an ongoing monetary investment.

5. Social media marketing

Social media marketing uses social media platforms like Facebook, Twitter, LinkedIn, and Instagram to:

  • Promote your content, products or services
  • Build brand awareness and visibility
  • Gain fans or followers
  • Engage current and prospective customers
  • Drive traffic to your website.

It requires an ongoing advertising spend and, most of the time, a website landing page designed specifically for users from that ad spend. As soon as your advertising spend ends, the website traffic, likes, and followers end as well.

Why use social media marketing?

  • Cost-effective marketing. With a relatively low budget, you can use social media marketing to expose your audience to your brand even when they’re not thinking about it. You will, however, need to incorporate A/B testing, or some other form of optimization, in order to get the most out of your ad spend and achieve high conversion rates.
  • Audience interaction. About 45% of the world's population uses social media , and most of them use it about three hours per day. Choose the right channel(s), do some research on how the advertising platform works, and take advantage of the opportunity to interact directly with your audience.
  • Improved brand loyalty. Research indicates that 71% of people who have a positive experience with a brand on social media are likely to recommend that brand to friends and family.

6. Email marketing

Email marketing is the practice of sending promotional and informational emails to build relationships with your audience, convert prospects into buyers, and turn one-time buyers into loyal fans of your brand.

These emails may discuss exclusive deals, promote website content, upcoming sales, or general messages on the behalf of your business.

Why use email marketing?

  • Traffic to your website. Your emails should contain links to pages on your website. Key performance indicators include the open rate (how many recipients opened your email) and the click-through rate (the ratio of users who click on a link in the email to the number of users who opened the email).
  • Cost effective. Compared to other marketing strategies like direct mail, SEM or SMM, email marketing usually is cost-effective. Your investment will include a subscription to email marketing software that sends thousands of emails simultaneously, and the cost of someone to administer the program.
  • Delivers targeted messages. Everyone on an email list has opted-in to receive information. Which means: They want to hear from you! By further segmenting your list, you can deliver super-targeted information that is likely to be well-received.

7. PPC advertising

Pay-per-click advertising or PPC is a strategy in which you (the advertiser) pay every time a user clicks on one of your online ads. It’s often done through Google Ads, Bing Ads, or other search engines, and it can be an effective way to reach people who are searching for terms related to your business.

However, costs can range from relatively inexpensive, to thousands of dollars per month, depending on the size and scope of your campaign. And, when a campaign is discontinued, the traffic generated by that campaign is also discontinued.

When users click on pay-per-click ads, they are directed to dedicated landing pages that encourage them to take a certain action:

  • Make a purchase
  • Complete a form
  • Download a report, or similar.

If you implement a PPC campaign, your primary goal will likely be to increase sales or leads.

Why use PPC?

  • Easy tracking. With a PPC platform like Google Ads, you’ll be able to track how many people view your ads as well as how many click on them and what percentage of them convert. You'll know instantly how your campaigns perform.
  • Controlled spend. PPC advertising is pay as you go. You’ll be able to change or pause ad campaigns that are underperforming, and you don’t have to commit to a certain advertising spend.
  • Instant results. Other marketing strategies like SEO and content marketing take time to work. PPC advertising, however, offers a fast way to set up a campaign and get results right away.

8. Video marketing

Video used to promote your products, services, and brand may include product demos, interviews with thought leaders in your industry, customer testimonials, or how-to videos.

You can add videos to your website, PPC landing pages, or social media outlets to encourage more conversions and sales.

KPIs may include:

  • Engagement. Time spent watching the video.
  • View count. How many times it was watched.
  • Click-through rate. How many users clicked through to the website.
  • Conversion rate. Number of leads, prospects, or customers content generates.

Why use video marketing?

  • Improved SEO. Marketers are 53 times more likely to end up on the first page of Google results if they utilize a video on their website, because including a video in a website improves SEO, which improves the page's rank.
  • Increased conversion rates . When marketers include video on a landing page, it can increase conversion rates by up to 34% .
  • Improved brand association. In addition to better conversion rates, brand association increases 139% after watching a video. When consumers watch a video, 92% share that video with others .

9. Online (and in-person) events

There’s nothing like an event to create buzz around a product. Of course, trade shows have always been a thing, most notably the International CES tech show. But Apple redefined such events for an online audience with its series of high-profile iPhone and Mac launches throughout the 2010s and into the 2020s, often watched by up to 1.8 million people .

It’s unlikely you’ll reach such engagement levels, but there are nevertheless lessons to learn, whether you’re using an event to launch a product, service, or new business.

Why use online events?

  • Build anticipation. Use social posts ahead of the live event to create buzz about what you might be launching. Consider the way Apple teases small details of its new iPhone, such as a photo of small section of the device, in the days before.
  • Showcase your product. If you’ve dedicated your live event to one product, then that product will be the focus of people’s attention. Use that attention to tell stories about its features in the same way Steve Jobs once did for Apple products.
  • Stimulate conversation. Run a live stream of the launch, push out a press release and create a hashtag of the event to get people talking about your product. Consider how Apple uses hashtags like #AppleEvent to trend on Twitter.

10. Chatbot and live chat marketing

Chatbots and messaging apps have become more common in the past decade and are now seen as a valuable marketing, as well as customer service, tool. Some 1.4 billion people who use messaging apps are happy to speak with chatbots [1] . Brands use chatbots to:

  • Deal with customer complaints
  • Answer questions about products
  • Promote live events

But despite these different uses it’s worth considering research from chatbot platform Drift. It says the number one predicted use for a chatbot is ‘getting a quick answer in an emergency [2] so perhaps keep your chatbots simple.

Why use chatbots?

  • Provide quick answers. People go online with a task in mind. They want an answer fast. Chatbots can help people to get quick answers and resolve complaints, which can have a positive impact on brand sentiment.
  • Enhance customer experience . People told Drift they would use a chatbot to ‘get detailed explanations’ and to ‘find a human customer services assistant [3] . Both help to improve a customer’s experience with your brand.
  • Sell your products. A chatbot might seem an odd place to convert sales. But 18% of people said they would buy a basic item through a chatbot, while 22% would use one to explore ideas for purchases [4] .

11. Earned media

Put simply, earned media is coverage of your business, products or events written by a third party and which you have not paid for. In digital marketing, it’s best described as PR which you outreach to the media. When the content is picked-up by a publication and written up for their own site, that’s earned media.

Examples of earned media include:

  • Tactical PR, such as newsjacking topical events
  • Traditional press releases on company news
  • Infographics based on survey data
  • Creative asset such as an interactive site.

Why use earned media?

  • It’s free. Once you’ve paid your staff or an agency to outreach your content, any coverage you secure from websites is free. This makes it a cost-effective digital strategy and frees up budget for future campaigns.
  • It’s scalable. Earned media can be delivered for any budget. From a simple tactical piece, such as issuing quotes to a newswire on a topical issue, to a bigger creative campaign, such as a site build or conducting a survey.
  • It’s good SEO. Getting backlinks to your site from trusted publishers and institutions can be worth its weight in gold. Google ranks sites by their DA (Domain Authority) and sites with higher DAs, such as colleges and news sites, can help to improve your own authority.

Now it’s time to build a digital marketing strategy, you need to pull everything together. Regardless which of our 11 digital marketing strategies you have chosen, establishing goals, defining audiences and establishing what you need to create is vital.

1. Set goals and objectives

Before you decide on a digital marketing strategy, establish and document your short- and long-term goals. After you decide on your strategy, outline and document specific objectives so you'll know if your strategy is working. Make sure your goals and objectives are SMART (specific, measurable, attainable, relevant, and timely).

  • Goal. Increase awareness of our widgets among our target audience.
  • Strategy (how you'll achieve the goal). Use content marketing to persuade buyers that our widgets are the best in the market by creating content for at least two user personas in every step of the sales funnel.
  • Objective (how you'll know if the strategy is working). Achieve a 25% increase of downloads of our widget whitepapers and eBooks each quarter and boost email subscribers by 50% in 6 months.

Document all your goals, strategies, and objectives so that you can refer to them when it’s time to measure success.

2. Consider buyer personas

It’s impossible to create an effective digital marketing strategy unless you understand the people you’re trying to target. That’s where buyer personas come in. Buyer personas are fictional people who represent the traits of those you’d like to buy your products or services.

Personas should be rooted in data and research. Using your own intuition to create personas with no data behind it can lead to the wrong focus. So that means you need to speak with your customers through in-person, app, or telephone interviews and surveys.

Things to feed into your personas:

  • Location. You can use web analytics tools to see where your customers are shopping from.
  • Income/occupation. Ask customers if they’re happy to disclose details of their income and occupation.
  • Hobbies/interests. Online forms or focus group-style sessions could help to show what people are interested in. While you could also use search trends to explore popular hobbies for certain demographics.
  • Goals/aspirations. What do your customers want? What drives them? Focus groups and surveys can help you to establish this. Existing consumer reports/data are another good source.
  • Challenges/pain points. What is it that gets in the way of them achieving their goals? Speaking to customers as well as your own sales teams can help you to understand this.

Once you’ve created several personas, you’ll find it easier to market to different types of buyers and cater to their needs.

3. Audit your assets

Gain a thorough understanding of what your business already has by documenting your current digital assets. Then, dive deep into each one and rank it from most-effective to least-effective. Once you do, you’ll know which assets need to be improved, and which ones need to be rebuilt from scratch.

Let’s look at the example of an SEO focused content audit. Key elements include:

  • Crawl the site. Gather all the URLs across your blogs, category pages, and other relevant pages.
  • Identify gaps. From the list of URLs, try to establish any clear content gaps based on your personas and campaign objectives.
  • SEO insights. Work with an SEO to gauge performance of the existing URLs and also new opportunities from keyword research.
  • Compile the data. Pull all this data into a spreadsheet so you can see all the key information presented side by side.
  • Create tasks. Compile recommendations for improving existing pages and also a plan for the new pages you need to create.

4. Plan your content creation resource

To stay with the example of a content marketing campaign, once you have established what needs to be created, you’ll need to establish how that work will be executed and delivered. This generally means considerations around:

  • Budget. How much money do you have to spend on this campaign? Is it enough to create all the assets in your audit or do you need to compromise?
  • Resource. Do you have the right skillsets to create this in house? Or do you need to appoint an agency?
  • Tech. Does the campaign require any specialist software? For example, a content management system or personalization tool?
  • Deadlines. How soon does this content need to be created? Even if you have in-house resource will they have time?

Once you’ve considered the above alongside your objectives, personas, and audit you can finalize your plan for exactly what content you will create and any additional resource you’ll need.

5. Decide how to distribute your content

With personas confirmed, content creation under way, and resource in place, the next thing to decide is how you will distribute your content. The main consideration is whether you consider the content to be:

  • Owned. Channels owned by you, include website, blog, email, social.
  • Earned. Content others share, like, comment on or write about.
  • Paid. Content you have paid to promote, such as PPC and influencers.

Most digital marketing strategies will use a blend of each of these approaches. For example, using SEO-focused blog content on owned channels such as their website, earned social shares and coverage with PR-focused content and putting budget behind paid influencer content.

6. Pinpoint your KPIs

Any digital marketing strategy should be measured continuously. Identify key performance indicators or KPIs, which are measurable values that gauge the effectiveness of your strategy and tactics. Some examples of KPIs include:

  • Digital conversion rates
  • Cost per lead
  • Returning website visitors
  • Click through rates
  • Customer lifetime values.

Once your digital marketing campaign concludes you can hold a wash-up meeting with all relevant parties to share data around its successes and failures, which can feed into future digital marketing strategy planning.

Digital marketing strategy: Final words of advice

Digital marketing is constantly evolving, and it can be difficult to keep up with the latest trends. It can also be tough to create engaging content and break through the clutter. After all, there may be dozens or hundreds of brands promoting their offerings to your target audience.

To ensure your digital marketing strategy drives results:

  • Create content that provides answers to your audience's questions or needs
  • Leverage your network and expertise
  • Keep an eye on what your competitors are doing
  • Subscribe to Google Alerts and industry blogs on digital marketing.

Also, don't be afraid to try something new, or ditch something that's not working. One of the best things about a digital marketing strategy is that it is immediately measurable. Double down on what's working, and end what is not working.

Frequently asked questions about digital marketing strategies

What is the most effective digital marketing strategy.

The most effective digital marketing strategy is the one which aligns best with your brand, audience, and campaign objectives. This could be a content marketing strategy which uses content such as blogs and whitepapers to engage audiences, or an event-based strategy which creates buzz around product launches and trade shows to earn media and grow engagement. There are many other options too, and brands will often combine several approaches into their overall digital marketing strategy.

What is digital marketing?

Digital marketing is an umbrella term for marketing that is conducted in the online and digital space. Its aim is to convert browsers into buyers and eventually loyal long-term customers. But whereas traditional marketing uses print media, in-person events, and TV advertising to achieve its goals, digital marketing uses content marketing, PPC advertising, social media, and more.

What is a definition of digital marketing strategy?

A good definition of digital marketing strategy is that it is a strategy put in place by a brand to align with set objectives and goals to attract a specific type, or types, of customer using a combination of marketing techniques. These techniques include content marketing, social media marketing, earned marketing, and more.

Learn more about effective digital marketing strategies

Many businesses choose to work with a trusted partner and invest in software solutions as they create a digital marketing strategy. If you’re ready to bring your strategy to life, Adobe Experience Cloud provides solutions for content management, campaign execution, personalization, lead management and more.

When you're ready to ramp up your digital marketing strategy, Adobe provides end-to-end digital marketing, enabling you to manage, personalize, optimize, and orchestrate cross-channel campaigns across B2B and B2C use cases. Request a demo today to see what Adobe Experience Cloud can do for you.

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The Ultimate Guide to Digital Marketing Strategies for Business Growth

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In today's , digital-first world, knowing how to leverage digital marketing is no longer just an option for businesses—it's a necessity. Whether you're running a small local shop or a national company, the right digital marketing strategies can significantly boost your visibility, engage your target customers, and drive growth.

This guide is crafted for you, the busy marketing heads and digital marketing decision-makers in small to midsize businesses, who are seeking not just any digital marketing efforts, but those that deliver real, measurable business growth.

  • Quick Wins for Business Growth: Optimize your website's SEO to improve visibility, launch PPC campaigns for immediate traffic, engage your audience with high-quality content, nurture leads with email marketing, and expand reach through social media.
  • Why This Matters: A solid digital marketing strategy can increase your brand awareness, generate high-quality leads, and positively impact your bottom line. It moves you from random acts of marketing to focused, strategic actions that align with your business goals.

In the following sections, we’ll dive deeper into each of these strategies, helping you understand how to implement them effectively for sustained business growth. This is your go-to resource for transforming digital challenges into opportunities, ensuring that every marketing dollar you spend contributes directly to your business objectives. Let’s embark on this journey to digital marketing success.

Understanding Digital Marketing Strategy

Before we dive deeper into the toolbox of digital marketing, it's crucial to grasp the foundation: the difference between marketing strategy, tactics, and campaigns . Understanding these concepts is like having a map before starting a journey; it shows you where you're going and how to get there.

Marketing Strategy vs. Tactics

Think of your digital marketing strategy for business growth as your grand plan or your big picture. It’s the comprehensive approach you’ll take to meet your business’s online goals. This might include increasing brand awareness, boosting sales, or expanding your market reach. Your strategy should be focused and achievable, designed around your business’s strengths and the opportunities you’ve identified in the market.

On the other hand, tactics are the actions you take to bring your strategy to life. If your strategy is the journey's map, tactics are the steps you take on the path. These could include blog posts for content marketing, email newsletters for customer retention, or SEO to improve your website's visibility in search engine results.

Strategy vs. Campaign

While a digital marketing strategy sets the direction for your overall online presence, a campaign is a series of actions or activities focused on a specific goal under that strategy, often within a set timeframe. For example, if your digital marketing strategy aims to increase online sales by 20% over the year, you might run a series of social media advertising campaigns promoting holiday sales or special discounts. These campaigns are the battles you fight to win the war outlined by your strategy.

Understanding the distinction between strategies, tactics, and campaigns is essential for digital marketing for new business or established companies looking to grow. Each element serves a purpose in your overall marketing effort:

  • Digital marketing strategy for a brand lays out your goals and the digital avenues you'll use to reach them.
  • Tactics are the specific methods you'll employ within those channels.
  • Campaigns are time-bound efforts designed to push toward a particular short-term goal.

For digital marketing strategies for small businesses , this framework helps in focusing resources and efforts effectively, ensuring that every action taken supports the broader business objectives. Digital marketing strategy for local business often emphasizes local SEO and targeted social media marketing to connect with customers in their community.

Incorporating digital marketing content strategy into the mix ensures that you're not just reaching out to your audience but also providing value that attracts and retains their attention. This is where blogs, videos, infographics, and e-books come into play, each piece of content crafted to engage your audience and guide them closer to making a purchasing decision.

For businesses looking to outsource, selecting the right digital marketing agency strategy is crucial. Agencies can offer specialized digital marketing services for business , including digital marketing strategy for social media , where their expertise can significantly boost your brand's online presence and engagement.

By understanding these distinctions and carefully planning your approach, you can craft a digital marketing strategy for business growth that not only reaches but resonates with your target audience, turning browsers into buyers and one-time customers into loyal fans.

Moving forward, let's explore the key digital marketing strategies that can propel your business to new heights, from SEO and PPC to content and email marketing, and how you can leverage them for maximum impact.

Key Digital Marketing Strategies for Business Growth

In the landscape of digital marketing for business growth , understanding and implementing key strategies is crucial. These strategies not only elevate your online presence but also ensure that your brand connects meaningfully with your audience. Let's dive into five essential tactics: SEO , PPC , Content Marketing , Email Marketing , and Social Media Marketing .

SEO: The Foundation of Your Digital Presence

Search Engine Optimization (SEO) is your first step toward digital dominance. It's about making your website easy for both users and search engine robots to understand. By optimizing your site with relevant keywords, improving site speed, and ensuring mobile-friendliness, you can rank higher on search engines. The higher you rank, the more visible you are to your potential customers.

  • Keyword Research : Find what your audience is searching for.
  • On-Page SEO : Optimize your website's content for search engines.
  • Link Building : Earn links from reputable sites to boost your site's authority.
  • Local SEO : For brick-and-mortar or local services, being visible in local search results is key.

Pay-Per-Click Advertising: Immediate Visibility and Traffic

With Pay-Per-Click (PPC) advertising , you can secure a spot at the top of search results almost immediately. It's a straightforward formula: bid on keywords relevant to your business, and pay for each click your ad receives. Platforms like Google Ads offer a plethora of options to target your audience based on their search behaviors, interests, and more.

  • Google Ads : A prime platform for PPC campaigns.
  • Bid Strategies : Choose how much you're willing to pay per click.
  • Keyword Selection : Pick keywords that align with your business offerings.
  • Landing Pages : Direct your traffic to optimized landing pages to convert visitors.

Content Marketing: Engaging and Educating Your Audience

At its core, Content Marketing is about building a relationship with your audience by providing them with high-quality, valuable content. This could be through blogs, videos, infographics, or e-books. The goal is to establish your brand as a thought leader in your industry, earning trust and loyalty from your audience.

  • Blogs : Share insights, tips, and company updates.
  • Videos : Create engaging and informative videos.
  • Infographics : Present complex data in an easy-to-understand visual format.
  • E-books : Offer in-depth content on topics relevant to your audience.

Email Marketing: Nurturing Leads and Building Relationships

Email Marketing is a powerful tool for keeping your brand top-of-mind. By segmenting your audience and personalizing your messages, you can deliver content that meets their specific needs and interests. Automation tools allow you to send timely and relevant emails, nurturing leads and encouraging repeat business.

  • Segmentation : Group your audience based on their preferences and behavior.
  • Personalization : Tailor your emails to speak directly to the recipient.
  • Automation : Set up email campaigns that trigger based on specific actions.
  • Analytics : Measure the success of your campaigns and adjust as needed.

Social Media Marketing: Expanding Your Reach and Engagement

Social Media Marketing is about more than just posting; it's about connecting with your audience and fostering engagement. Each platform offers unique opportunities to share content, interact with followers, and promote your business. Whether it's through organic posts or paid ads, social media can significantly increase your brand's visibility and engagement.

  • Platform Selection : Choose platforms where your target audience spends their time.
  • Content Calendar : Plan and schedule your posts for consistent engagement.
  • Paid vs. Organic : Balance organic interactions with targeted advertising for broader reach.
  • Analytics : Track your performance and refine your strategy based on insights.

By integrating these digital marketing strategies for small businesses or any size business into your overall marketing plan, you can create a comprehensive approach that not only attracts but also retains customers. Each strategy has its strengths and can be tailored to meet the specific needs and goals of your business, whether it's a digital marketing strategy for a new business or an established brand looking to expand its reach.

As we proceed, we'll address frequently asked questions about digital marketing strategies, offering insights and advice on how to navigate the changing digital landscape for business growth.

[Next: Frequently Asked Questions about Digital Marketing Strategies]

In the dynamic world of digital marketing, SEO, or Search Engine Optimization, stands as a cornerstone for building a strong online presence. It's not just about getting to the top of search engine results; it's about being found by the right people, at the right time. For businesses, whether it's a digital marketing strategy for a new business or refining the approach for an established one, mastering SEO is akin to unlocking the gateway to sustainable growth and visibility.

Keyword Research: Starting with the Right Words

At its core, keyword research is about understanding the language your potential customers use when searching for your products or services. It’s the art of aligning your content with the queries and phrases that your target audience types into search engines. This is more than just guesswork; it involves using tools and analytics to uncover the terms that are not only popular but also relevant and competitive. The goal is to find keywords that strike the perfect balance between search volume and competitiveness.

On-page SEO: Crafting Your Content Wisely

On-page SEO is where your keywords come to life. It's about optimizing individual web pages to rank higher and earn more relevant traffic. This includes incorporating keywords into titles, meta descriptions, header tags, and throughout the content in a way that feels natural. But it's not just about keywords; ensuring your site is mobile-friendly, improving page load speed, and using structured data can also significantly impact your rankings. It's like setting the stage for search engines to find and favor your content.

Link Building: Establishing Authority

Link building is akin to building relationships within your industry. When reputable sites link back to yours, search engines view this as a vote of confidence in your content's quality and relevance. It's not just about quantity but the quality of these links. Strategies such as guest blogging, creating shareable infographics, and engaging in online communities can help build these crucial connections. Think of each backlink as a testament to your site's authority and credibility.

Local SEO: Being the Local Hero

For businesses that operate on a regional level, local SEO is the secret sauce. It's about optimizing your online presence to attract more business from relevant local searches. This includes claiming your Google My Business listing, managing online reviews, and ensuring your NAP (Name, Address, Phone Number) information is consistent across the web. Local SEO is about making sure that when someone in your area searches for a service or product you offer, you're not just an option; you're the top option.

SEO is not a one-time task but a continuous process of improvement and adaptation. With the digital landscape always evolving, staying updated with the latest SEO trends and algorithm changes is crucial. By focusing on keyword research, on-page SEO, link building, and local SEO, businesses can lay a solid foundation for their digital presence, driving organic traffic, and ultimately, achieving sustainable business growth.

We'll delve into more specific strategies and platforms that can complement your SEO efforts, including the power of pay-per-click advertising, the role of content marketing, and the impact of social media marketing.

[Next: Pay-Per-Click Advertising: Immediate Visibility and Traffic]

When it comes to digital marketing strategies for small businesses or any size business aiming for growth, Pay-Per-Click (PPC) advertising stands out as a cornerstone for immediate visibility and traffic. Unlike SEO, which builds over time, PPC can offer instant results by placing your brand at the top of search engine results pages (SERPs) through platforms like Google Ads.

Google Ads serves as the primary battleground for PPC campaigns. It's a space where keywords become your best allies, and well-crafted bid strategies determine your campaign's success.

At its core, Google Ads provides a flexible and dynamic environment where businesses bid on keywords relevant to their target audience. Winning a bid means your ad appears atop or alongside organic search results, granting your brand immediate visibility to people actively searching for your products or services.

Bid Strategies

Navigating bid strategies can seem daunting, but the essence lies in finding a balance between budget and visibility. Automated bidding options within Google Ads can alleviate some of the guesswork. These strategies adjust your bids in real-time, optimizing for clicks, conversions, or even visibility, based on your predefined goals.

Keyword Selection

Selecting the right keywords is pivotal. They should mirror the intent and language of your target audience. Incorporating both broad and specific keywords can capture a wider range of potential customers. For instance, a user searching for "best smartphones 2023" might still be in the research phase, while "buy iPhone 13 online" indicates readiness to purchase. Tailoring your keywords to match these intents can significantly improve campaign performance.

Landing Pages

The culmination of your PPC efforts often lands on your landing page. This is where potential customers decide whether to engage further with your brand. A well-optimized landing page should be relevant to the ad clicked, with a clear call-to-action (CTA) and a streamlined design that guides visitors towards conversion – be it making a purchase, signing up for a newsletter, or another desired action.

  • Immediate Results : Unlike SEO, which is a long-term strategy, PPC can drive traffic to your website shortly after your campaign goes live.
  • Controlled Budget : You only pay when someone clicks on your ad, allowing for precise budget management.
  • Targeted Advertising : PPC campaigns can be finely tuned to target specific demographics, locations, and times of day, ensuring your ads are seen by your ideal audience.

PPC advertising is a digital marketing strategy for business growth that complements organic efforts like SEO. It's particularly effective for new product launches, promotions, or when breaking into competitive markets. By mastering Google Ads, bid strategies, keyword selection, and landing page optimization, businesses can achieve immediate visibility, drive targeted traffic, and fast-track their growth in the digital landscape.

As we transition from the immediate effects of PPC to the long-term nurturing capabilities of content marketing, a balanced digital marketing strategy for a brand incorporates a mix of immediate impact and sustained growth efforts.

[Next: Content Marketing: Engaging and Educating Your Audience]

In the realm of digital marketing strategy for business growth , content marketing stands as a powerful pillar. It's all about creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — ultimately, to drive profitable customer action. Let's dive into the core components: Blogs, Videos, Infographics, E-books .

blogging - digital marketing strategy for business growth

Blogs are the backbone of content marketing. They're an effective way to provide ongoing value to your audience, improve your website's SEO, and establish your business as an industry leader. When crafting blog posts, focus on solving problems, answering questions, and offering insights that are relevant to your target audience. Consistency is key. Regular updates keep people coming back for more and help improve your site's visibility on search engines.

Videos have emerged as one of the most engaging forms of content. They can simplify complex information, showcase your products or services in action, and give a personal touch to your brand. From instructional videos to behind-the-scenes glimpses, the versatility of video content allows for creative storytelling. Plus, with platforms like YouTube being the second largest search engine, videos also offer significant SEO benefits.

Infographics

Infographics are a visually appealing way to distill complex data and information into easy-to-understand graphics. They are highly shareable across social media platforms and can increase your content's reach. Infographics work well for presenting research findings, explaining how your products work, or even summarizing blog posts. They're a fantastic tool for making your content more accessible and engaging.

E-books offer an in-depth look into topics relevant to your audience and can be an excellent lead-generation tool. By offering valuable insights in exchange for contact information, you can build your email list while providing your audience with useful information. E-books also position your brand as an authority in your industry and can be a significant component of your digital marketing content strategy .

When executed correctly, content marketing not only attracts prospects but also moves them through the marketing funnel towards conversion. It's a critical strategy for digital marketing for new business and established businesses alike, aiming to engage and educate the audience.

The key to successful content marketing is understanding your audience's needs and interests and then creating content that addresses those points. Whether it's through blogs, videos, infographics, or e-books, providing value should always be at the heart of your digital marketing strategy for social media and other channels.

As we continue to explore the vast landscape of digital marketing strategies for small businesses , keep in mind that content marketing is not a one-size-fits-all approach. Tailoring content to meet the specific needs and preferences of your target audience will significantly amplify your digital marketing strategy for business growth .

[Next: Email Marketing: Nurturing Leads and Building Relationships]

As we dive into Email Marketing , it's crucial to understand that this strategy is all about nurturing leads and building strong, lasting relationships with your audience. Whether you're developing a digital marketing strategy for new business or refining your approach for an established brand, email marketing offers a direct line to your audience's inboxes, making it a powerful tool for digital marketing for business growth .

Segmentation

First things first: not all subscribers are created equal. Segmentation is about dividing your email list into smaller, targeted groups based on specific criteria, such as demographics, purchase history, or engagement level. This approach ensures that you're sending the right message to the right people, significantly enhancing the effectiveness of your digital marketing content strategy .

For instance, a digital marketing strategy for local business might segment their email list by geographic location to send tailored promotions or event invitations, while a digital marketing agency strategy could segment by industry type to provide relevant case studies and service updates.

Personalization

Moving beyond segmentation, personalization takes things to a more individual level. It's about crafting email content that speaks directly to the recipient, making them feel understood and valued. This could be as simple as including the recipient's name in the subject line or as complex as tailoring the email content based on their past interactions with your brand.

Studies have shown that personalized emails deliver six times higher transaction rates, making it a non-negotiable part of a successful digital marketing strategy for business growth .

Automation is your best friend when it comes to scaling your email marketing efforts. It allows you to send out emails triggered by specific actions, such as welcoming new subscribers, following up on abandoned shopping carts, or celebrating a subscriber's birthday.

With the right tools, you can set up these automated sequences once and have them run in the background, continually nurturing leads without requiring constant manual intervention. This efficiency is especially critical for digital marketing strategies for small businesses that might not have large marketing teams.

Finally, none of the above strategies would be complete without a deep dive into analytics . Monitoring metrics such as open rates, click-through rates, and conversion rates gives you insights into what's working and what's not. This data is invaluable for refining your approach and ensuring that your digital marketing strategy for social media and email marketing is as effective as possible.

For example, if you notice a drop in open rates, it might be time to experiment with different subject lines. Or, if a particular email has high click-through rates, you might consider using a similar format or call-to-action in future mails.

In conclusion, email marketing is a powerful tool in your digital marketing for business growth toolbox. By focusing on segmentation, personalization, automation, and analytics, you can develop a strategy that not only nurtures leads but also builds lasting relationships with your audience. The goal of digital marketing strategy social media and email marketing isn't just to sell; it's to connect.

[Next: Social Media Marketing: Expanding Your Reach and Engagement]

When it comes to digital marketing for business growth , social media stands out as a powerful tool to expand your reach and boost engagement. Mastering this domain involves strategic planning, from choosing the right platforms to analyzing your results. Let's dive in.

Platform Selection

Selecting the right platforms is crucial. Your choice should be guided by where your target audience spends their time. For instance, if your brand targets professionals, LinkedIn might be your best bet. On the other hand, Instagram and TikTok are excellent for visually appealing brands aiming at a younger demographic. Spreading yourself too thin across too many platforms can dilute your efforts. Focus on a few that really matter to your audience.

Content Calendar

A well-planned content calendar is your roadmap to consistent engagement. It helps you organize the what, when, and where of your social media posts, ensuring a balanced mix of content types—be it educational, promotional, or interactive. Tools like Buffer or Later can assist in scheduling your posts, but the key is to maintain a steady flow of content that resonates with your audience. Think of your content as a mix of stories you tell to engage, educate, and convert your audience. For example, success stories or user-generated content can significantly boost your credibility and connect with your followers on a more personal level.

Paid vs. Organic

The debate between paid and organic reach is ongoing. While organic growth is valuable for building authentic relationships, paid campaigns can significantly boost your visibility, especially when you're looking to highlight specific products, services, or events. A balanced approach often works best. For instance, leveraging Facebook's immense user base through targeted ads can increase visibility, while engaging posts and stories foster organic interactions. As highlighted in the ultimate guide to influencer marketing , leveraging influencers can also be a part of this mix, blending the authenticity of organic content with the targeted reach of paid partnerships.

Lastly, the backbone of any successful social media strategy is analytics. Platforms like Instagram Insights and Facebook Analytics provide a wealth of data, from engagement rates to follower demographics. By regularly reviewing these insights, you can identify which types of content perform best and adjust your strategy accordingly. It's a continuous process of testing, learning, and optimizing.

For instance, if your data shows that video content drives higher engagement on Instagram, it would be wise to focus more on creating quality video content. Similarly, analyzing the performance of paid campaigns can help you fine-tune your targeting and budget allocation for better ROI.

In conclusion, a strategic approach to social media marketing is essential for expanding your reach and engagement. By carefully selecting platforms, planning your content, balancing paid and organic efforts, and diving deep into analytics, you can elevate your brand's presence on social media. Social media marketing is not just about broadcasting your message but creating a dialogue with your audience. Engage genuinely, listen actively, and adapt continuously for sustained growth.

Frequently Asked Questions about Digital Marketing Strategies

Digital marketing strategies play a crucial role in propelling business growth in today's online-centric world. Whether you're launching a new business or seeking ways to expand your existing brand, understanding the nuances of digital marketing can make a significant difference. Let's dive into some of the most common questions related to digital marketing strategy for business growth .

What is the best digital marketing strategy for a new business?

For a new business , the digital marketing landscape might seem vast and complex, but starting with a solid foundation in Search Engine Optimization (SEO) is key. SEO helps your business become visible to those searching for your products or services online. Combine SEO with content marketing to engage and educate your audience, providing them with value that goes beyond what you're selling. This dual approach not only attracts traffic but also builds trust with your potential customers.

How can small businesses leverage digital marketing for growth?

Small businesses often operate with limited budgets, making it essential to focus on cost-effective digital marketing strategies for small businesses . Social media marketing offers a powerful and budget-friendly way to reach and engage with a wider audience. Platforms like Facebook, Instagram, and LinkedIn allow small businesses to connect with their community, share their story, and promote their products or services. Additionally, implementing an email marketing strategy can help nurture leads and convert them into loyal customers by providing personalized content and offers directly to their inbox.

What are the latest trends in digital marketing for business growth?

The digital marketing world is always evolving, with new trends emerging that can significantly impact digital marketing for business growth . Currently, video content is king, with platforms like TikTok and Instagram Reels offering new ways to engage with audiences. Personalization across all marketing communications is becoming increasingly important, as consumers expect brands to understand their individual needs and preferences. Lastly, voice search optimization is on the rise, making it essential for businesses to adapt their content for voice search queries to stay ahead in the SEO game.

Understanding and implementing these strategies can help businesses of all sizes leverage the power of digital marketing. Whether it's through SEO, content marketing, email campaigns, or social media engagement, the goal remains the same: to connect with your audience, provide value, and grow your brand. With the right digital marketing strategy for a brand , new business , or local business , the potential for growth is limitless.

[Next: Conclusion]

In the digital age we're living in, digital marketing for business growth isn't just an option; it's a necessity. The journey through crafting a digital marketing strategy for new business or optimizing an existing one for small businesses can seem daunting. Yet, it's clear that the benefits far outweigh the challenges. From expanding your reach to deeply engaging with your audience, digital marketing opens up a world of opportunities.

One of the key takeaways should be the importance of continuous improvement . The digital landscape is always changing—new platforms emerge, consumer behaviors shift, and what worked yesterday might not work tomorrow. Therefore, staying updated with the latest trends and technologies is crucial. It's not just about keeping pace but being ahead of the curve, ready to adapt and innovate.

Remember, digital marketing strategies for small businesses or any size business are not set in stone. They're fluid, meant to evolve with your business and your audience. Whether it's refining your digital marketing strategy social media approach or experimenting with new digital marketing content strategy , every step you take is a learning opportunity, a chance to better understand your market and refine your tactics.

For those looking to embark on this journey or elevate their current efforts, seeking professional help can make a significant difference. A digital marketing agency strategy can offer the expertise and insight needed to craft a comprehensive plan that aligns with your business goals. From SEO to social media marketing , having a team that understands the nuances of digital marketing services for business can be a game-changer.

Explore our digital marketing services to see how we can help turn your digital marketing challenges into triumphs. Let us be your partner in navigating the complexities of digital marketing, driving growth, and achieving success.

In conclusion, the future of digital marketing for new business looks bright. By embracing a culture of learning, staying agile, and leveraging the right strategies and partnerships, businesses can unlock their full potential. The path to success in the digital realm is paved with innovation, adaptability, and a relentless pursuit of excellence. Let's create a future where your brand doesn't just grow but thrives in the changing digital landscape.

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What Is Growth Marketing? Examples of Effective Growth Marketing Strategies.

digital marketing strategy for business growth

Many startups and early-stage tech companies rely on growth marketing strategies to scale up and engage their user bases.

Growth marketing is a blurry term that’s difficult to precisely define — it’s sometimes referred to as growth hacking — but basically, it’s the data-driven, often-experimental practice of finding and repeating scalable ways to acquire, engage and retain more users of your product or service.

Forming a growth marketing strategy is key for many businesses that want to launch themselves into the stratosphere of success.

More on Growth Marketing Metrics What Is AARRR?

What Is Growth Marketing?

Growth marketing uses data from marketing campaigns to inform experimental adjustments to the marketing strategy in an effort to drive business growth. The goal is to better target the right customers, build stronger relationships with them and ultimately turn them into loyal buyers of a company’s products or services.

Growth Marketing Definition

Growth marketing is finding and repeating ways to acquire, engage and retain more users of your product or service through the use of data insights and experimentation.

Growth marketing can take many forms and incorporate various tactics, such as launching paid advertising campaigns, experimenting with viral video stunts or producing search-engine-optimized content , all in the hopes to capture, grow and retain a customer base.

It’s also worth noting that business growth isn’t strictly placed in the domain of marketing either. In fact, growth marketers often collaborate with product and engineering teams to design and build ways to drive up the company’s North Star metrics.

To get an expert’s perspective on growth marketing, we spoke to Matt Bilotti, product lead, growth and lifecycle at Drift ; Rita Cidre, global head of integrated marketing at Qualtrics ; and Shane Pittson, vice president of growth at quip . Their responses, from a 2020 interview with Built In, have been edited for length and clarity.

Traditional Marketing Vs. Growth Marketing

Bilotti: Growth marketing is finding repeatable and scalable campaigns or processes that drive a marketing outcome. Traditional marketing is a little bit more of a one-off, like a webinar or going to an event or sponsoring something. You get this influx of leads and then you’ve got to go do the thing again.

  Pittson: The essence of a growth marketing path is one that’s more akin to direct response marketing — something that’s very close to the analytics and the near-term effects and results. Traditional marketing still encompasses that discipline and that focus but also tends to think about very long-term effects of marketing, like brand positioning and brand sentiment, and thinking about how that might play out over the course of years.

Related Reading What Does a Growth Hacker Do in Marketing?

Benefits of Growth Marketing

Growth driven by data and testing.

Bilotti: The most successful growth marketers or marketing teams are technical; they have engineering chops. Either there is an engineer on the team or the growth marketer actually can code stuff on their own, because that enables this whole other level of testing and building new funnels for lead generation or developing systems to make even more out of the existing funnel.

Targeting the Right Customers

Cidre: The type of marketing that growth marketers do is directly tied to the bottom line of the business. It’s not just about attracting new customers or acquiring new people into your database. It’s about making sure that you’re acquiring the right customers into your marketing program and then that you have the right experiences for those customers aligned to various stages of the funnel, and ultimately converting those customers into paying customers.

Improving Conversion Rates

Cidre: In a previous role, the team worked on landing page optimization . That was an incredibly impactful project. It drove millions of dollars in revenue, and it all came out of a funnel analysis, realizing that we definitely had enough traffic, we just had really terrible conversion rates for that traffic. And so we focused super heavily on the middle of the funnel, and we saw the benefit of that at the bottom line.

Retaining Customers

Pittson: Focusing on the customers you have is something that can easily be overlooked. Thinking about growth, not just in terms of acquisition but also in terms of retention and community is really important. One of the things that we prioritized early on was that we weren’t just selling a product, we were selling a broader experience.

Measurable Success

Bilotti: What’s important is that you have to go into each of those projects or campaigns with a hypothesis: “We believe, if we make this change on the website, it can result in this many more signups per month.” You set the win condition at the beginning, and you set that based on historical data and perceived potential. Then you can actually just know if the thing works based on if it fulfilled what you believed.

Cidre: If you are a growth marketer for a startup and your boss tells you, “We need to make $100,000 in revenue,” you can take that $100,000 and use very simple math to back out from that number into “How many customers would I need to have?” OK, let’s say I need to have a hundred customers, assuming a $1,000 price point. Out of those 100 customers, assuming a 2 percent conversion rate from the site, how many pageviews would I need on my site in order to get 100 customers?

Pittson: Having multiple points of reference is really critical. Very early on, we were looking at last-click attribution through Google Analytics, looking at native reporting from the platforms or the partners that we were testing with, and then post-purchase surveys directly from our customers. If we only had one of those points of reference, then the channels and the tactics that we would have prioritized would have been very different. Having multiple lenses to view your performance through helps to construct a clearer picture of what’s working and what’s not.

Examples of Growth Marketing Strategies From Experts

Getting started with growth marketing as a startup .

For startups, a successful growth marketing strategy begins with a clear outline of the marketing funnel, which illustrates the stages of a customer’s journey from initially becoming aware of the brand to ultimately converting into a paying customer. A startup needs to be able to assess that journey to understand where they’re losing the largest number of prospective customers. Doing so can help the organization identify current challenges and build an informed growth marketing strategy to overcome those hurdles while still spending the marketing budget effectively and efficiently.

Bilotti: Measure the funnel and then zero-in on where the biggest drop off in the funnel is. Maybe you get X visitors with Y people clicking on the sign-up button, and then this many people see the form, and then this many people complete the form. You have to map all that out, and then once you map it out, you find the biggest drop-off and try to understand why those people are dropping off.

Cidre: The first step would be understanding what the top of your funnel looks like right now, if you have a lot of people who are coming to your website and demonstrating interest in your products. And then, a step down, do you have a lot of people clicking through on your website or a lot of people who have shown interest in Facebook ads for your product that you could consider a middle-of-the-funnel pool? Finally, how many customers do you have at the bottom of the funnel? Are you finding that it’s a business with a one-time purchase or is it a renewal business where it’s important for you to focus on the bottom of the funnel to ensure that people are renewing their subscriptions?

Do a funnel assessment to understand the health of the funnel and understand where the challenges and the opportunities lie. If you have a ton of funding, growth marketers have seen a lot of success with Facebook ads or paid search. If you don’t have a lot of money to spend, you’re probably going to rely heavily on earned and owned channels.

More on Growth Experiments 12 Successful Growth Hacking Strategies You Should Know

Using A/B Testing to Optimize a Sign-Up Page

A/B testing is an experimental methodology that randomly divides users into two groups and shows each of those groups one of two variations of an interface, such as an online sign-up page. The strategy is used to test how those variations affect user behavior and determine what kinds of changes should be implemented as part of a successful growth marketing strategy.

Bilotti: Drift is a chat widget that you put on websites, and at the bottom it says, “Powered by Drift.” And so we get a lot of people who click on that and it would just take you to Drift.com with all the info to sign up.

We realized that if you were clicking on that, you were clicking on it because you’ve already semi-experienced the widget and you’re clicking on it because you want to know more about that exact experience — probably because you want to put it on your website too. And so on the page that people would arrive, we A/B tested the homepage versus a completely stripped out version of the website where there was no header, or footer. All there was was a headline of what the thing was that you could sign up for and then the sign-up button. And we saw a threefold increase in the conversion rate, because it enabled us to help the lead not get lost in the website but instead help them on the path that they already wanted to go down.

Experimenting With New Marketing Channels

Growth marketing can sometimes lead teams down the path of experimenting with new marketing channels , such as audio advertising or trying out campaigns on emerging social media platforms. The process of testing the effectiveness of using new channels requires thorough preparation in the form of research and purposeful strategizing.

Pittson: Both of quip’s founders are designers, and so we were under the impression that a lot of our traction and success was related to the visual draw of the product, and so we were hesitant to use our test-budget in this channel (audio advertising) that had no visual element. But we were really careful in terms of selecting partners and thinking about how to articulate some of those more visual elements of the product in that “audio theater of the mind.” We started really small and consistently tested specific shows using different offer codes. And it was working, and we continued to grow that and ultimately became one of the larger advertisers in the space.

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10 Best Digital Marketing Strategies

digital marketing strategy for business growth

A strong digital marketing strategy is the blueprint that helps businesses grow online.

Reaching a larger target audience, engaging your public through interactions, and generating conversions build a continuous cycle. These are essential steps in building a strong and relevant web presence.

There are many tactics when it comes to digital marketing – some can even help with building passive income .

These range from:

  • Using content marketing to provide answers to your audience’s questions.
  • Making the most of AI marketing software to deliver better value to your customers
  • Using paid and earned media to attract more leads to your business.
  • And much more.

This post covers the 10 best foolproof digital strategies to build influence online.

Overall, we’ll discuss:

  • What is a marketing strategy?

What is a digital marketing strategy?

What types of digital marketing strategies are there.

  • How should small businesses leverage online marketing?

What are some examples of good digital marketing campaigns?

Let’s get started.

When we talk about marketing, it’s impossible to separate it from the online world.

What is a Digital Marketing Strategy

Today, everyone is engaging and interacting with each other – and making purchase decisions online.

A digital marketing strategy defines what actions will be taken to achieve business results online. Usually, this strategy aims at some common objectives:

  • Brand awareness
  • Audience growth
  • Generate more leads
  • Generate conversions
  • Increase engagement
  • Generate interactions
  • Increase sales

Like any form of marketing, a digital strategy begins with identifying an ideal customer persona. After all, no matter which digital platform you’re on, the message is what matters.

And each digital tactic overlaps to create a consistent brand image from awareness and consideration, all the way to purchase and retention.

For example, an SEO strategy can bring in blog traffic and teach new people about your business. Once they read some content, they could opt to join an email list to get more updates.

Once they’re in consideration stage, retargeting ads on Facebook could remind them of your offerings. Then maybe they finally convert after searching for your brand and clicking on a PPC ad.

Remember, it can take 6-8 touches to generate a viable sales lead. Your digital marketing strategy doesn’t have to be perfect, but it should cover each base and send a consistent message in order to improve your bottom line.

Digital marketing consists of free and paid strategies to boost a company’s marketing efforts online.

When we talk about the digital environment, there are many paths to achieve growth and business results. And each tactic will be different if you’re a blogger, small business owner, or going after a global audience .

In this guide, we’ll cover the top 10 digital marketing strategies and learn how to execute them, why they’re important, and how they bring results.

1. Pay per Click (PPC)

Pay per click (PPC) advertising is a pay-to-play format to get your website at the top of Google search results.

Best SEO Tools Google Search Console

All the work is done in Google Ads , the best-known tool to create campaigns and track results.

In PPC, there are two specific working environments: the display network and the search network. We can define them as the two work areas in which PPC is executed.

With each click received on the links or banners, Google directly charges the business registered on the Ads platform.

Google Display Network

The Google Display Network reaches 90% of people on the Internet. With the display network, websites join Google AdSense and provide advertising space. Businesses who want to invest in the GDN can then place their banner ads on relevant sites all over the web.

Website Banner Example

Source: Capital Gazzete

One of the main display network strategies small businesses should use is retargeting. Once a user visits your website, they are put into your audience pool and your banner ads can follow them around and remind them of your website.

Google Search Network

The search engine network aims to boost results through Search Engine Results Pages (SERP).

The advertisements stand out in one of the top four spots that relate to the keyword that a user searches for.

digital marketing strategy for business growth

Google Ads are made of different elements that can be customized by the advertiser:

  • The title of the ad
  • The description sentences underneath
  • Contact information

With the help of these two channels, it’s possible to show targeted ads on Google during different stages of the buyer journey.

In my opinion, Google is the #1 platform for those who have an online business.

With more than 77,000 searches conducted every second on Google, search engines are an extension of people’s minds; they have problems and search for answers that provide solutions.

How to Start a Blog - SEO Strategy

Therefore, it is essential to optimize your website and content so that people can find you as the go-to solution. SEO should be a top priority among your effective marketing strategies.

In case you are not sure about the importance of optimizing your website and content, here are two important statistics:

  • In a survey , Google pointed out that 49% of respondents said they used search to find or discover a new product;
  • Google receives over 77,000 searches per second .

What these numbers mean is that failing to optimize will result in missing out on all this traffic.

On the other hand, with simple adjustments in pages and content, it is possible to leverage the results.

SEO optimizations help:

  • Attract qualified traffic – your buyer persona
  • Increase the visibility on the web
  • Increase traffic to your online content
  • Increase brand authority
  • Improve your conversion rates

A well-tailored SEO strategy includes technical SEO, keyword research, formatting your posts correctly for search, and link building .

You can check out these posts for more help with SEO strategies:

  • How to Start a Blog Like a Business.
  • 23 Best SEO Tools.
  • Guest Blogging Strategies.
  • AI SEO tools

3. Social media marketing

Social media users spend an average of 144 minutes of their days on these platforms . Overall, we are talking about 3.2 billion people every day.

Facebook Ads Examples

Such impressive numbers bring an imminent reflection: it is necessary to use all this potential to benefit your business.

Regardless of your market segment, your audience is definitely on multiple social media channels. This means that your business also needs to be on these platforms.

However, just a presence isn’t enough. You need a dedicated marketing strategy for each of these channels. The main ones being:

Big and small businesses can take advantage of all this potential, as long as they know how to place themselves. On social media, it is important to focus on points such as:

  • The tone of voice
  • Content delivery
  • Customer interaction
  • Customer service
  • Images and media use
  • Contests, giveaways, and promotions

Social media marketing allows a company to adopt a personality and be in touch with its audience on a regular basis.

Through social media, it is also possible to promote posts, content, campaigns, and products.

Major brands are always using these platforms in a creative and precise way to increase engagement and improve brand perception.

Check out some of the social media posts below and how brands approach their target customer base on these channels.

Netflix on Twitter:

Netflix on Twitter

Nike on Facebook:

Nike on Twitter

Each of the different social media platforms has specific reach and engagement potential. Some usage statistics help to understand this, such as:

  • Today, Facebook is the main content distribution channel in Marketing ( HubSpot );
  • Instagram is the social platform with the second-highest ROI ( HubSpot );
  • The U.S. has the largest number of Twitter users globally ( Statista ).

4. Email marketing

Email marketing involves custom marketing messages to approach leads directly by email. That is the basis of this marketing strategy, one of the principal methods currently used.

email marketing services banner

It allows you to create mailing lists, including leads and customers, that is, people at different marketing funnel stages. Thus, it is possible to feed them with contents of varied levels.

The email marketing strategy aims to bring high-quality content to the public, offers discounts, and keeps them advancing through the funnel.

For example, if a company launches a new product or service, email marketing is a great way to promote it.

With an effective lead nurturing strategy, email marketing becomes an essential marketing tool. It allows you to reach your audience and generate even more conversions.

5. Ecommerce marketing

Growing an online store is a challenge for all online store owners. Proper ecommerce marketing strategies can increase sales and attract a new customer base.

What Are Ecommerce Platforms

The success of an online store depends on many factors:

  • Visibility (what SEO can bring);
  • Promotion (work that can be done through channels such as social media and strategies such as PPC);
  • Engagement (a good content strategy with blogs, promotion, and attraction with email marketing, and social media).

Therefore, ecommerce marketing is a selection of efforts through various channels.

There is no magic recipe to have a successful online store, but there are many tactics to foster its growth.

Ecommerce websites involve three main pillars: category pages, products pages, and blog posts.

Most traffic will come in the form of blog posts covering topics related to your products and your niche. For example, if you sell living room decor, blog posts about how to decorate your living room or bedroom color palettes could bring in readers that might be interested in your products.

Category pages house a broad range of products in one category. These pages should be visually appealing while also providing enough written content for search engines to understand what the page is about.

Finally, product pages are your money pages that you funnel all of your website traffic to. By strategically linking to your product pages in your blog posts, you can attract more potential sales.

Overall, ecommerce marketing involved SEO, email marketing (and abandoned cart emails), paid acquisition via Google and Facebook, remarketing campaigns, and more. The main focus is to drive traffic, get them to opt-in to a list to stay a lead, and then offer promotions to entice them to buy.

6. Interactive content

Interactive content informs and delivers value, as well as generates user participation.

Usually, this category of media fits into content strategies. They have a greater capacity to engage, thanks to their interactivity.

Among the main models of interactive content are:

  • calculators
  • Infographics
  • White papers
  • Landing pages

This content can be delivered at different stages of the funnel but is most common during the awareness and consideration stage. They’re created to build trust and user engagement. For example, a user might need to share their email address to get a white paper.

CAC Calculator

The interactive content, by stimulating participation, also makes it easier to measure user engagement.

You easily find out how many people have accessed a blog post, but you can’t always accurately know exactly which words were read.

Interactive content allows clearer measurements than static content according to 60% of businesses using it .

7. Live experiences

Still talking about content that generates interactions, live experiences bring incredible results. Never has this kind of video format had so much acceptance — so right now is the right moment to invest in this strategy.

By the end of 2020, this content will represent 82% of all internet traffic . Besides being able to watch your content, the audience can interact too.

Live experiences brings a feeling of urgency and importance. In other words, the user believes that the content has a greater value in this format. They also create a lot of FOMO (fear of missing out) which can drive more sales.

Apple Live Stream

Within these concepts of urgency and possibility of interaction, brands are broadcasting in different formats:

  • Live Q&A
  • Live blogging
  • Live streaming
  • Live reporting

To maximize results, always offer the possibility of interaction. In live Q&As, this is natural; after all, it is about answering the audience’s questions.

In other formats, use the comments section to generate this interaction. If possible, mention the comments during the live stream , helping to increase the potential of the engagement.

8. Content Marketing

Content marketing is everywhere – the entire Internet, news, social media, pretty much everything – it’s all content. This can be written content like this blog post, images, webinars , videos, podcasts , infographics, courses – the list is endless.

The purpose of content marketing is to find new leads by generating traffic and getting them to take specific actions.

It is an exchange: you offer something that adds value and, on the other hand, the lead may provide access to their contact information.

Content is the ultimate trust builder, helping to build influence and authority for the content creator.

With this strategy, it’s essential to create content for each stage of the marketing funnel.

For example, if you’re an ecommerce retailer selling camping supplies, your content should cover:

  • Awareness: A blog post about top best camping spots in California.
  • Consideration: A marketing email with product discounts.
  • Decision: A product page for a tent with good reviews.

Content marketing can also include referral marketing and affiliate partnerships to amplify the word-of-mouth around your business. This doesn’t include every strategy in each stage – not even close. But just know that by covering all three phases of the buyer’s journey, you give the most relevant content to your prospects at the right time.

9. Influencer Marketing

A survey developed by the Digital Marketing Institute pointed out that 49% of respondents depend on influencers’ recommendations to buy something.

Today, companies have invested in influencer marketing as a major strategy. More than ever, consumers need the verdict of people they trust.

Influencers are respected individuals within a niche, with a high capacity to generate consumer desires and influence purchasing decisions. For brands, these partners can be essential.

In this relationship, brands use social media tools to find influencers who can reach their target audience.

digital marketing strategy for business growth

The success of this strategy depends on, besides the influence, the content it generates promoting brands or products. The main formats are:

  • Posts on social networks
  • Video reviews

This strategy can have a strong ROI: a return of $5 for every $1 invested – if done correctly. The key is to find micro-influencers with an active an engaged audience.

As mentioned in this Forbes article featuring Adam , it’s widely known that an influencer with 2 million followers couldn’t sell 36 t-shirts.

If you’re an online business planning to use influencers to sell your products, make sure to ask them about their engagement metrics and estimated sales – not just vanity metrics.

10. User-Generated Content (UGC)

UGC is a marketing strategy focused on engagement. It proposes that users generate content on their own, but always related to brand campaigns.

Today, consumers want to be even more participative in their relationship with brands. Because of this, UGC is a great way to take advantage of this desire.

A good UGC strategy proposes that the public generates content from brand incentives. They are campaigns aimed at increasing the closeness between company and consumer.

Such engagement generated can also result in sales. A research study pointed out that 92% of consumers place their trust more in spontaneous content, in this case, created by users.

GoPro Instagram

Some forms of UGC are used more often:

  • Reviews on ecommerce pages, proving the quality of a product;
  • Content generated to promote a product (photo of a customer using the item, content produced by the item itself, in the case of cameras, among others);
  • Content generated to promote events, where participants take a photo on the venue and post it using a specific hashtag. Usually, these photos are shown on some big screen or can be printed for each person.

How should small businesses leverage digital marketing?

Small businesses usually have less budget and resources to invest in advanced digital strategies. However, there are low-cost ways to achieve your marketing goals and make a good return.

1. Invest in strategies with a strong ROI

Low investment and high return – this is the relationship that every small company seeks when investing in a marketing strategy.

To leverage results with digital marketing, the best tactics in terms of ROI are:

  • Email marketing
  • Content marketing
  • Social media marketing
  • Influencer marketing (micro-influencers)

Email marketing has a 4,400% ROI and a great long term strategy. Search engine optimization and ranking on Google to get free traffic is also one of the best strategies to take.

ConvertKit Emails

When it comes to PPC, aim for a 3:1 ROI. This means that if you spend $100 on advertising, you should generate $300 in revenue. This 3:1 ratio is enough to cover other expenses like employee time (for service businesses) or cost of goods sold (for ecommerce businesses).

Google PPC Ads

For Facebook advertising, there are two different strategies – prospecting ads to new audiences and retargeting ads to website visitors.

When prospecting to a new audience, aim for a 2.5:1 ROI.

When retargeting to an audience that has already visited your website, your ROI will depend on which actions they’ve already taken on your site.

For example, if the user added an item to their shopping cart and you’re showing them a Facebook DPA ad , the ROI could be 20 or 30:1.

2. Create more engagement

Engagement is one of the keys to an effective digital strategy. You need people to take actions online – not just view your content.

In most cases, we’re talking about generating sales. To create more engagement, your marketing needs to be personal, timely and targeting the right customer persona .

Customer Persona

Align your marketing and sales strategies to have not only the right digital tactics, but also the right message at the right time.

With an accurate marketing strategy, it is possible to achieve good results. Over the past few years, several companies have built case studies that every marketer should know.

We’ve separate some that deserve to be mentioned. Keep reading!

1. ASOS campaign focused on UGC

A relevant brand in the fashion world, ASOS created the campaign #AsSeenOnMe, in which users were encouraged to post photos wearing the company’s products.

Asos Hashtags

Thus, through a UGC strategy, the brand promoted its products and encouraged engagement with its audience.

Asos Twitter

The concept is for people to post photos using the campaign hashtag. Thus, users accessing it could check out a wide variety of ASOS products.

2. Lyft and the strategy to turn users in brand promoters

One of the largest companies in its area, Lyft encourages users to recommend its services to friends and family. In return, the company offers incentives and advantages.

In this case, it is a brand promotion strategy.

Lyft uses its users as agents to promote the service. These are “paid” with travel discounts and promotional vouchers, among other advantages.

Lyft Promotion

In general, this mechanism generates a chain reaction: each new user can invite another person, and this new person also receives the incentive.

3. Always “Like a girl” storytelling campaign

Using a hashtag with the same name as the campaign, Always has developed exciting storytelling that can engage with its audience.

The idea of the content is to show the challenges a woman has to deal with as a teenager. In contrast, the campaign reinforces women’s strength, mentioning the term “like a girl”.

digital marketing strategy for business growth

In this campaign, the company used the emotional appeal to generate a new meaning for the term and the results were astounding. 81% of women 16-24 called the movement positive and inspiring and it amassed over 76 million global video views on YouTube.

A good marketing strategy can bring great results, as long as it is chosen according to the business needs. From the expansion of the target audience to increased sales, every goal can be achieved with these digital marketing efforts.

About the author

This content was a guest post for AdamEnfroy.com written by Rock Content .

Rock Content is a global company that enables the growth of companies through their suite of interactive content products. With over 2,000 clients and more than 60 thousand freelancers, Rock Content is present in Brazil, México, the United States, and Canada.

Editorial Process:

Our reviews are made by a team of experts before being written and come from real-world experience. Read our editorial process here .

Some of the links in this article may be affiliate links, which can provide compensation to us at no cost to you if you decide to purchase a paid plan. These are products we’ve personally used and stand behind. This site is not intended to provide financial advice. You can read our affiliate disclosure in our privacy policy .

Adam Enfroy

Adam Enfroy

We test and review software products based on an independent, multi-point methodology. If you use our links to purchase something, we earn a commission. Read our editorial process and disclosures .

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It is about knowing how to market your site for more traffic and reach. And it is about knowing how to nurture your target market for more sales.

Thank you for this amazing information These are all great ideas on 10 Best Marketing Strategies for Digital Growth (2020). You have covered extremely important points. Thanks for sharing

Love that you pointed out UGC. We saw the use of user-generated content skyrocket during the pandemic as people were in lockdown and stuck in the house. Brands saw the major returns and advantages of doing this and it will become a regular part of their marketing strategy. I see this continuing as a trend in 2021 and more and more brands shift to UGC and microinfluencers

Great Article. Its really informative and innovative. keep posting with latest updates. Thanks for sharing.

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The Who, What, Why, & How of Digital Marketing

Lucy Alexander

Published: November 30, 2022

With how accessible the internet is today, would you believe me if I told you the number of people who go online every day is still increasing?

Digital marketing guide

It is. In fact, there are about 4.9 billion global internet users as of 2021, a 400 million jump from 2020 . And although we say it a lot, the way people shop and buy really has changed along with it — meaning offline marketing can’t be your only strategy for driving sales because you need to meet audiences where they’re already spending time: on the internet. 

This online shift in shopping and buying behaviors underscores the need for a strong digital presence, where tools like HubSpot's drag-and-drop website builder become essential in crafting an impactful online strategy.

→ Click here to download our free guide to digital marketing fundamentals  [Download Now].

Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet.

Enter digital marketing — in other words, any form of online marketing.

At HubSpot , we talk a lot about inbound marketing as a really effective way to attract, engage, and delight customers online. But we still get a lot of questions from people all around the world about digital marketing . So, we decided to answer them. Click the links below to jump to each question, or keep reading to see how digital marketing is carried out today.

What is digital marketing?

Why is digital marketing important, types of digital marketing, what does a digital marketer do.

  • Inbound Marketing vs. Digital Marketing: Which is it?

Does digital marketing work for all businesses?

How to do digital marketing, digital marketing examples.

So, how do you define digital marketing today?

Digital marketing, also called online marketing, refers to all marketing efforts that occur on the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers. This also includes communication through text or multimedia messages.

A seasoned inbound marketer might say inbound marketing and digital marketing are virtually the same thing, but there are some minor differences. And conversations with marketers and business owners in the U.S., U.K., Asia, Australia, and New Zealand, I've learned a lot about how those small differences are being observed across the world.

How does a business define digital marketing?

At this stage, digital marketing is vital for your business and brand awareness. It seems like every other brand has a website, and if they don't, they at least have a social media presence or digital ad strategy. Digital content and marketing is so common that consumers now expect and rely on it as a way to learn about brands. Because digital marketing has so many possibilities, you can get creative and experiment with a variety of marketing tactics on a budget.

Overall, digital marketing is defined by using numerous digital tactics and channels to connect with customers where they spend much of their time: online. The best digital marketers have a clear picture of how each digital marketing campaign supports their overarching goals. And depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid channels at their disposal.

digital marketing strategy for business growth

A Beginner's Guide to Email Marketing

How to execute and measure successful email marketing campaigns

  • Growing an email list.
  • Remaining CAN-SPAM compliant.
  • Using email automation.
  • Segmenting your audience.

You're all set!

Click this link to access this resource at any time.

Free Marketing Plan Template

Fill out this form to access the template..

A content marketer, for example, could create a series of blog posts that generate leads from an ebook. A social media marketer might help promote those blogs through paid and organic posts on the business's social media accounts , and the email marketer could create an email campaign to send those who download the ebook more information on the company. We'll talk more about these specific digital marketers in a minute.

Digital marketing helps you reach a larger audience than you could through traditional methods and target the prospects who are most likely to buy your product or service. Additionally, it's often more cost-effective than traditional advertising and enables you to measure success on a daily basis and pivot as you see fit.

There are a few major benefits of digital marketing: 

You can focus your efforts on only the prospects most likely to purchase your product or service.

It's more cost-effective than outbound marketing methods .

Digital marketing evens the playing field within your industry and allows you to compete with bigger brands.

Digital marketing is measurable.

It’s easier to adapt and change a digital marketing strategy.

Digital marketing can improve your conversion rate and the quality of your leads.

You can engage audiences at every stage with digital marketing.

Let's dive deeper.

1. You can focus your efforts on only the prospects most likely to purchase your product or service.

If you place an advertisement on TV, in a magazine, or on a billboard, you have limited control over who sees the ad. Of course, you can measure certain demographics — including the magazine's typical readership or the demographic of a certain neighborhood — but it's still largely a shot in the dark.

Digital marketing allows you to identify and target a highly-specific audience with personalized and high-converting marketing messages.

For instance, you might use social media targeting to show ads to a certain audience based on variables like age, gender, location, interests, networks, or behaviors. Alternatively, you might use PPC or SEO strategies to serve ads to users who've shown interest in or searched for specific keywords related to your product, service, or industry. 

Ultimately, digital marketing helps you conduct the research necessary to identify your buyer personas and refine your strategy to ensure you’re reaching prospects most likely to buy.

2. It's more cost-effective than outbound marketing methods.

Digital marketing helps you track day-to-day campaign performance, so you know what channels are performing well and which aren’t, helping you optimize your campaign budgets for high ROI. The same can’t be said for traditional forms of advertising. It doesn’t matter how your billboard performs  — it still costs the same, even if it doesn’t convert. 

Plus, with digital marketing, you have complete control over where you choose to spend your money. Perhaps you spend money on design software to create high-converting Instagram content rather than paying for PPC campaigns. A digital marketing strategy allows you to pivot continuously, ensuring you never waste money on channels that don't perform well.

By and large, digital marketing is a more cost-effective solution and provides unique opportunities to ensure you get the most bang for your buck.

For instance, if you work for a small business with a limited budget , you might try investing in social media, blogging, or SEO – three strategies that can give you high ROI even with minimal spending.

3. Digital marketing evens the playing field within your industry and allows you to compete with bigger brands.

If you work for a small business, it's likely difficult for you to compete with the major brands in your industry, many of which have millions of dollars to invest in campaigns. Fortunately, there are plenty of opportunities to outrank the big players through strategic digital marketing initiatives.

For instance, you might use long-tail keywords to create high-quality content that ranks on search engines. Search engines don’t care which brand is the biggest, but it does care about prioritizing content that resonates best with target audiences. 

4. Digital marketing is measurable.

While traditional advertising can be helpful for specific goals, its biggest limitation is measurability. This is one of the biggest benefits of digital marketing, as it can give you a start-to-finish view of all the metrics that matter to your company — including impressions, shares, views, clicks, and time on page.

Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real-time. If you've ever put an advertisement in a newspaper, you'll know how difficult it is to estimate how many people flipped to that page and paid attention to it. There's no surefire way to know if that ad was responsible for any sales at all.

On the other hand, with digital marketing, you can measure the ROI of pretty much any aspect of your marketing efforts.

Here are some examples:

Website Traffic

With digital marketing, you can see the exact number of people who have viewed your website's homepage in real-time by using digital analytics software available in marketing platforms like HubSpot.

You can also see how many pages they visited, what device they were using, and where they came from, amongst other digital analytics data .

This intelligence helps you prioritize which marketing channels to spend more or less time on based on the number of people those channels drive to your website. For example, if only 10% of your traffic is coming from organic search, you know that you probably need to spend some time on SEO to increase that percentage.

With offline marketing, it can be difficult to tell how people interact with your brand before they interact with a salesperson or make a purchase. With digital marketing, you can identify trends and patterns in people's behavior before they've reached the final stage in their buyer's journey, meaning you can make more informed decisions about how to attract them to your website right at the top of the marketing funnel.

Content Performance and Lead Generation

Imagine you've created a product brochure and posted it through people's letterboxes — that brochure is a form of offline content. The problem is that you have no idea how many people opened your brochure or threw it straight into the trash.

Instead, imagine you have that brochure on your website. You can measure exactly how many people viewed the page it’s on, and you can use a form to collect the contact information of those who downloaded it. It’s twofold: you measure how many people engage with your content and generate qualified leads when people download it.

Attribution Modeling

An effective digital marketing strategy combined with the right tools and technologies allows you to trace all of your sales back to a customer's first digital touchpoint with your business.

We call this attribution modeling, and it allows you to identify trends in the way people research and buy your product, helping you to make more informed decisions about what parts of your marketing strategy deserve more attention, and what parts of your sales cycle need refining.

Connecting the dots between marketing and sales is hugely important. According to LinkedIn, 87% of sales and marketing leaders say collaboration between sales and marketing enables critical business growth, but misalignment between both teams can damage financial performance . If you can improve your customer's journey through the buying cycle by using digital technologies, then it's likely to reflect positively on your business's bottom line.

5. It’s easier to adapt and change a digital marketing strategy.

A lot of work goes into developing a marketing strategy. Generally, you will follow through with that strategy until completion, allow it to take effect, and then judge its results. However, things do not always go according to plan. You may realize halfway through that a calculation was off, an assumption was incorrect, or an audience did not react how they were expected to. Being able to pivot or adjust the strategy along the way is highly beneficial because it prevents you from having to start over completely.

Being able to change your strategy easily is a great benefit of digital marketing. Adapting a digital marketing strategy is a lot easier than other, more traditional forms of marketing, like mailers or billboard advertising. For instance, if an online ad isn’t delivering as expected, you can quickly adjust it or pause it to yield better results.

6. Digital marketing can improve your conversion rate and the quality of your leads.

As digital marketing makes it simpler to measure your marketing efforts, this makes improving your conversion rate simpler as well. Being able to measure the effectiveness of each tactic helps you develop better strategies. Continuously refining your methods improves your conversion rate. Investing in online marketing ensures that everything is optimized for the highest amount of conversions.

Additionally, all leads do not offer the same value for your business. Digital marketing allows you to target a specific audience that will yield higher-quality leads that are more likely to become customers. Connecting your business with the most valuable leads will directly improve your conversion rate.

7. You can engage audiences at every stage with digital marketing.

It’s essential to begin engaging your audience as early as possible. Making a connection at the first stage of the buyer’s journey helps push the lead through the customer funnel. Using digital marketing allows you to accomplish that from start to finish and at every point in between.

Online channels allow you to follow the entire buying journey of your customers. Understanding and analyzing how customers are move and operate is important for converting leads. Digital marketing allows you to track them through that process. And, even if they don’t convert in the early stages, it at least helps ensure they have made a connection with your business.

  • Search Engine Optimization (SEO)
  • Content Marketing
  • Social Media Marketing
  • Pay Per Click (PPC)
  • Affiliate Marketing
  • Native Advertising
  • Marketing Automation
  • Email Marketing
  • Inbound Marketing
  • Sponsored Content
  • Search Engine Marketing (SEM)
  • Instant Messaging Marketing

Here's a quick rundown of some of the most common digital marketing tactics and the channels involved in each one.

1. Search Engine Optimization (SEO)

This is the process of optimizing your website to "rank" higher in search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives. The channels that benefit from SEO include websites, blogs, and infographics.

There are a number of ways to approach SEO in order to generate qualified traffic to your website. These include:

  • On-page SEO : This type of SEO focuses on all of the content that exists "on the page" when looking at a website. By researching keywords for their search volume and intent (or meaning), you can answer questions for readers and rank higher on the search engine results pages (SERPs) those questions produce.
  • Off page SEO: This type of SEO focuses on all of the activity that takes place "off the page" when looking to optimize your website. "What activity not on my own website could affect my ranking?" You might ask. The answer is inbound links, also known as backlinks. The number of publishers that link to you, and the relative "authority" of those publishers, affect how highly you rank for the keywords you care about. By networking with other publishers, writing guest posts on these websites (and linking back to your website), and generating external attention, you can earn the backlinks you need to move your website up on all the right SERPs.
  • Technical SEO: This type of SEO focuses on the backend of your website, and how your pages are coded. Image compression, structured data, and CSS file optimization are all forms of technical SEO that can increase your website's loading speed — an important ranking factor in the eyes of search engines like Google.

For a real-life example on how to successfully implement SEO into your digital marketing strategy, check out our case study on Canva here:

2. Content Marketing

This term denotes the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation , and customers.

Want to learn and apply content marketing to your business? Check out HubSpot Academy's free content marketing training resource page .

The channels that can play a part in your content marketing strategy include:

  • Blog posts: Writing and publishing articles on a company blog helps you demonstrate your industry expertise and generates organic search traffic for your business. This ultimately gives you more opportunities to convert website visitors into leads for your sales team.
  • Ebooks and whitepapers: Ebooks, whitepapers, and similar long-form content helps further educate website visitors. It also allows you to exchange content for a reader's contact information, generating leads for your company and moving people through the buyer's journey.
  • Infographics: Sometimes, readers want you to show, not tell. Infographics are a form of visual content that helps website visitors visualize a concept you want to help them learn.
  • Audio or visual content: Television and radio are popular channels for digital marketing. Creating content that can be shared online as a video or heard on the radio by listeners can greatly broaden your potential audience.

Stumped? Download 150+ content creation templates by clicking below: 

digital marketing guide

Download These Templates

3. Social Media Marketing

This practice promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business.

If you're new to social platforms, you can use tools like HubSpot to connect channels like LinkedIn and Facebook in one place. This way, you can easily schedule content for multiple channels at once and monitor analytics from the platform as well.

On top of connecting social accounts for posting purposes, you can also integrate your social media inboxes into HubSpot, so you can get your direct messages in one place.

The channels you can use in social media marketing include:

Many marketers will use these social media platforms to create a viral campaign . Partnering with a popular content creator or taking part in a trend that resonates with a wide audience is a viral marketing strategy. The purpose is to create something shareworthy in the hopes that it will organically spread across a social media channel.

Don't know how to get started with social media marketing? Download our free social media content calendar to get your social strategy up and running.

social-media-calendar

4. Pay Per Click (PPC)

PPC drives traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google's search engine results pages at a price "per click" of the links you place. Other channels where you can use PPC include:

  • Paid ads on Facebook : Here, users can pay to customize a video, image post, or slideshow, which Facebook will publish to the news feeds of people who match your business's audience.
  • Twitter Ads campaigns: Here, users can pay to place a series of posts or profile badges to the news feeds of a specific audience, all dedicated to accomplishing a specific goal for your business. This goal can be website traffic, more Twitter followers, tweet engagement, or even app downloads.
  • Sponsored Messages on LinkedIn: Here, users can pay to send messages directly to specific LinkedIn users based on their industry and background.

PPC can be hard to grasp at first, so we've created a beginner-friendly guide to get you started. Download it below: 

How to use Google Ads for your business

Download This Guide

5. Affiliate Marketing

This is a type of performance-based advertising where you receive a commission for promoting someone else's products or services on your website. Affiliate marketing channels include:

  • Hosting video ads through the YouTube Partner Program .
  • Posting affiliate links from your social media accounts.

This is part of the relatively new wave of influencer marketing . Creating a campaign using influencers can be a highly effective form of affiliate marketing. Finding the right content creators can take your digital campaign to the next level.

6. Native Advertising

Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed-sponsored posts are a good example, but many people also consider social media advertising to be "native" — Facebook advertising and Instagram advertising, for example.

7. Marketing Automation

Marketing automation refers to the software that automates your basic marketing operations. Many marketing departments can automate repetitive tasks they would otherwise do manually, such as:

  • Email newsletters: Email automation doesn't just allow you to automatically send emails to your subscribers. It can also help you shrink and expand your contact list as needed so your newsletters are only going to the people who want to see them in their inboxes.
  • Social media post scheduling: If you want to grow your organization's presence on a social network, you need to post frequently. This makes manual posting a bit of an unruly process. Social media scheduling tools push your content to your social media channels for you, so you can spend more time focusing on content strategy.
  • Lead-nurturing workflows: Generating leads, and converting those leads into customers, can be a long process.You can automate that process by sending leads specific emails and content once they fit certain criteria, such as when they download and open an ebook.
  • Campaign tracking and reporting: Marketing campaigns can include a ton of different people, emails, content, webpages, phone calls, and more. Marketing automation can help you sort everything you work on by the campaign it's serving and then track the performance of that campaign based on the progress all of these components make over time.

8. Email Marketing

Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people toward the business's website. The types of emails you might send in an email marketing campaign include:

  • Blog subscription newsletters.
  • Follow-up emails to website visitors who downloaded something.
  • Customer welcome emails.
  • Holiday promotions to loyalty program members.
  • Tips or similar series emails for customer nurturing.

Learn more about email marketing with our free guide: 

email-guide-1

9. Online PR

Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It's much like traditional PR but in the online space. The channels you can use to maximize your PR efforts include:

  • Reporter outreach via social media: Talking to journalists on Twitter, for example, is a great way to develop a relationship with the press that produces earned media opportunities for your company.
  • Engaging online reviews of your company: When someone reviews your company online, whether that review is good or bad, your instinct might be not to touch it. On the contrary, engaging company reviews helps you humanize your brand and deliver powerful messaging that protects your reputation.
  • Engaging comments on your personal website or blog: Similar to how you'd respond to reviews of your company, responding to the people reading your content is the best way to generate productive conversation around your industry.

If you don't have a dedicated PR team, it can be hard to get started. Luckily, we've got you covered. Download our free PR kit below: 

Inbound Public Relations Guide Ebook-1

10. Inbound Marketing

Inbound marketing refers to a marketing methodology wherein you attract, engage, and delight customers at every stage of the buyer's journey. You can use every digital marketing tactic listed above throughout an inbound marketing strategy to create a customer experience that works with the customer, not against them. Here are some classic examples of inbound marketing versus traditional marketing:

  • Blogging vs. pop-up ads
  • Video marketing vs. commercial advertising
  • Email contact lists vs. email spam

11. Sponsored Content

With sponsored content , you, as a brand, pay another company or entity to create and promote content that discusses your brand or service in some way.

One popular type of sponsored content is influencer marketing. With this type of sponsored content, a brand sponsors an influencer in its industry to publish posts or videos related to the company on social media.

Another type of sponsored content could be a blog post or article highlighting a topic, service, or brand.

12. Search Engine Marketing (SEM)

When a potential lead is searching for a product or business related to yours, it’s a great opportunity for a promotion. Paid advertising and SEO are two great strategies for promoting your business to capitalize on those future leads. Search engine marketing is another way to increase website traffic by placing paid ads on search engines. The two most popular SEM services are Bing Ads and Google Ads . These paid ads fit seamlessly on the top of search engine results pages, giving instant visibility. This is also an example of effective native advertising .

13. Instant Messaging Marketing

Marketing your products through messaging platforms is a fast way to reach potential leads, even for those who haven’t offered up their cell phone number. It’s a simple way to let your audience know about flash sales, new products, or updates about their orders. If your customers have questions or need more information, it’s also a convenient way for them to connect to customer service. You can send messages directly to a mobile phone via text or on platforms like Facebook Messenger or WhatsApp.

Digital marketers are in charge of driving brand awareness and lead generation through all the digital channels — both free and paid — that are at a company's disposal. These channels include social media, the company's own website, search engine rankings, email, display advertising, and the company's blog.

The digital marketer focuses on each channel's key performance indicators (KPIs) to properly measure performance. For example, a digital marketer in charge of SEO might measure their website's organic traffic. 

At small companies, one person might own many digital channels and tactics described above, while larger companies typically have a specialist focused on one or two brand channels.

Here are some examples of these specialists:

SEO Manager

Main kpis: organic traffic.

SEO managers work to rank a business on Google SERPs. Using various SEO strategies, this person might work directly with content creators to ensure the content is high-quality and up to Google’s standards, even if the company also posts this content on social media. 

Content Marketing Specialist

Main kpis: time on page, overall blog traffic, youtube channel subscribers.

Content marketing specialists are digital content creators. They might keep track of a blogging calendar, or develop a content strategy that includes video. They often work with people in other departments to ensure products and campaigns are supported by promotional content on all digital channels. 

Social Media Manager

Main kpis: follows, impressions, shares.

A social media manager's role depends on each company and industry. But above all, social media managers manage social media by establishing a posting schedule for the company’s written and visual content. They might also work with a content marketing specialist to develop a strategy for which content to share on social media. 

(Note: Per the KPIs above, "impressions" refers to the number of times a business's posts appear on the newsfeed of a user.)

Marketing Automation Coordinator

Main kpis: email open rate, campaign click-through rate, lead-generation (conversion) rate.

A marketing automation coordinator helps choose and manage the software a marketing team uses to understand customer behavior and measure business growth. Many of the marketing operations described above might be executed separately, so it’s important for there to be someone who can group these activities into individual campaigns and track performance. 

Inbound Marketing vs. Digital Marketing: Which Is It?

Inbound marketing is a methodology that uses digital marketing assets to attract, engage, and delight customers online. Digital marketing, on the other hand, is simply an umbrella term to describe online marketing tactics of any kind, regardless of whether they're considered inbound or outbound.

Digital marketing is often compared to inbound marketing , but it doesn’t differentiate between ‘inbound’ and ‘outbound’ methods. It’s more of an umbrella term for all marketing that involves digital communication, while inbound marketing is more of a strategy.

Digital outbound tactics put a marketing message in front of as many people as possible online — regardless of whether it's relevant or welcomed. For example, the garish banner ads you see on websites that push a product or promotion to people who aren’t necessarily ready to receive it. 

Marketers who employ digital inbound tactics use online content to attract their target customers by providing assets that are helpful to them. One of the simplest yet most powerful inbound digital marketing assets is a blog , which allows your website to capitalize on the terms which your ideal customers are searching for.

Digital marketing can work for any business in any industry. Regardless of what your company sells, digital marketing still involves building buyer personas to identify your audience's needs, and creating valuable online content. However, that's not to say all businesses should implement a digital marketing strategy in the same way.

B2B Digital Marketing

If your company is business-to-business (B2B), your digital marketing efforts are likely centered around online lead generation , with the end goal being for someone to speak to a salesperson. The goal of your marketing strategy might be to attract and convert the highest quality leads for your salespeople via your website and to support digital channels. 

Beyond your website, you'll probably choose to focus your efforts on business-focused channels like LinkedIn, where your demographic is spending their time online.

B2C Digital Marketing

If your company is business-to-consumer (B2C), depending on the price point of your products, it's likely that the goal of your digital marketing efforts is to attract people to your website and have them become customers without ever needing to speak to a salesperson.

You're probably less likely to focus on ‘leads' in their traditional sense and more likely to build an accelerated buyer's journey from when someone lands on your website to when they make a purchase. This can mean that your product features are higher up in the marketing funnel than it might be for a B2B business, and you might need to use stronger calls-to-action to inspire purchases. 

For B2C companies, channels like Instagram and Pinterest are often more valuable than business-focused platforms like LinkedIn.

What types of digital content should I create?

The kind of content you create depends on your audience's needs at different stages in the buyer's journey. You should start by creating buyer personas (use these free templates , or try makemypersona.com ) to identify what your audience's goals and challenges are in relation to your business. On a basic level, your online content should aim to help them meet these goals, and overcome their challenges.

Then, you'll need to consider when they're most likely to be ready to consume this content in line with their stage in the buyer's journey. We call this content mapping.

With content mapping, the goal is to target content according to:

  • The characteristics of the person who will be consuming it (that's where buyer personas come in).
  • How close that person is to making a purchase (i.e., their lifecycle stage).

In terms of the format of your content, there are a lot of different things to try. Here are some options we'd recommend using at each stage of the buyer's journey:

Awareness Stage

  • Blog posts. Great for increasing your organic traffic when paired with a strong SEO and keyword strategy.
  • Infographics. Very shareable, meaning they increase your chances of being found via social media when others share your content. (Check out these free infographic templates to get you started.)
  • Short videos. Again, these are very shareable and can help your brand get found by new audiences by hosting them on platforms like YouTube.

Consideration Stage

  • Ebooks. Great for lead generation as they're generally more comprehensive than a blog post or infographic, meaning someone is more likely to exchange their contact information to receive it.
  • Research reports. Again, this high-value content type is great for lead generation. Research reports and new data for your industry can also work for the awareness stage, though, as they're often picked up by the media or industry press.
  • Webinars. As they're a more detailed, interactive form of video content, webinars are an effective consideration stage content format as they offer more comprehensive content than a blog post or short video.

Decision Stage

  • Case studies. Having detailed case studies on your website can be an effective form of content for those ready to make a purchasing decision, as it helps you positively influence their decision.
  • Testimonials. If case studies aren't a good fit for your business, having short testimonials around your website is a good alternative. For B2C brands, think of testimonials a little more loosely. If you're a clothing brand, these might take the form of photos of how other people styled a shirt or dress, pulled from a branded hashtag where people can contribute.
  • Define your goals.
  • Identify your target audience.
  • Establish a budget for each digital channel.
  • Strike a good balance between paid and free digital strategies.
  • Create engaging content.
  • Optimize your digital assets for mobile.
  • Conduct keyword research.
  • Iterate based on the analytics you measure.

1. Define your goals.

When you get started with digital marketing, it's critical to identify and define your goals since you’ll craft your strategy with them. For instance, if your goal is to increase brand awareness, you might want to focus on reaching new audiences via social media.

Or maybe you want to increase sales on a specific product — if that's the case, it's more important you focus on SEO and optimizing content to get potential buyers on your website in the first place. Additionally, if sales are your goal, you might test out PPC campaigns to drive traffic through paid ads.

Whatever the case, it's easiest to shape a digital marketing strategy after you've determined your company's biggest goals.

2. Identify your target audience.

We've mentioned this before, but one of the biggest benefits of digital marketing is the opportunity to target specific audiences – however, you can't take advantage of that benefit if you haven't first identified your target audience.

Of course, it's important to note your target audience might vary depending on the channel or goal(s) you have for a specific product or campaign.

For instance, perhaps you've noticed most of your Instagram audience is younger and prefers funny memes and quick videos — but your LinkedIn audience is older professionals looking for more tactical advice. You'll want to vary your content to appeal to these different target audiences.

If you're starting from scratch, feel free to take a look at How to Find Your Target Audience .

3. Establish a budget for each digital channel.

Your budget will depend on the elements of digital marketing you use. 

If you're focusing on inbound techniques like SEO, social media, and content creation for a pre-existing website, the good news is you don't need a big budget at all. You can aim to create high-quality content your audience will want to consume, where the only investment you’ll need is your time.

You can get started by hosting a website and creating content using HubSpot's CMS . For those on a tight budget, you can get started using WordPress hosted on WP Engine, using a simple theme from StudioPress, and building your site without code using the Elementor Website Builder for WordPress .

With outbound techniques like online advertising and purchasing email lists, there is undoubtedly some expense. What it costs comes down to what kind of visibility you want to receive as a result of the advertising.

For example, to implement PPC using Google AdWords, you'll bid against other companies in your industry to appear at the top of Google's search results for keywords associated with your business.Depending on the keyword's competitiveness, this can be reasonably affordable or extremely expensive, which is why it's a good idea to focus on building your organic reach too.

4. Strike a good balance between paid and free digital strategies.

A digital marketing strategy likely needs both paid and free aspects to truly be effective.

For instance, spending time building comprehensive buyer personas to identify your audience’s needs and creating high-quality online content that converts them, you’ll likely see strong results despite minimal ad spend. 

However, if paid advertising is part of your digital strategy, then the results might come even quicker.

Ultimately, aim to build your organic (or 'free') reach using content, SEO, and social media for more long-term, sustainable success.

When in doubt, try both, and iterate on your process as you learn which channels — paid or free – perform best for your brand.

5. Create engaging content.

Once you know your audience and have a budget, it's time to start creating content for the various channels you will use. This content can be social media posts, blog posts , PPC ads, sponsored content, email marketing newsletters, and more.

Of course, any content you create should be interesting and engaging to your audience because the point of marketing content is to increase brand awareness and improve lead generation.

6. Optimize your digital assets for mobile.

Another key component of digital marketing is mobile marketing. In fact, smartphone usage as a whole accounts for 69% of time spent consuming digital media in the U.S., while desktop-based digital media consumption makes up less than half — and the U.S. still isn't mobile's biggest fan compared to other countries.

This means optimize your digital ads, web pages, social media images, and other digital assets for mobile devices is essential. If your company has a mobile app that enables users to engage with your brand or shop for your products, your app falls under the digital marketing umbrella, too.

Those engaging with your company ovia mobile devices need to have the same positive experience as they would on a desktop. This means implementing a mobile-friendly or responsive website design to make browsing user-friendly on mobile devices. It might also mean reducing the length of your lead generation forms to create a hassle-free experience for people downloading your content on the go. As for your social media images, it's important to always have a mobile user in mind when creating them, as image dimensions are smaller on mobile devices and text can be cut-off.

There are lots of ways you can optimize your digital marketing assets for mobile users, and when implementing any digital marketing strategy, it's hugely important to consider how the experience will translate on mobile devices. By ensuring this is always front-of-mind, you'll be creating digital experiences that work for your audience, and consequently achieve the results you're hoping for.

7. Conduct keyword research.

Digital marketing is all about reaching targeted audiences through personalized content — all of which can't happen without effective keyword research.

Conducting keyword research is critical for optimizing your website and content for SEO and ensuring people can find your business through search engines. Additionally, social media keyword research can also help market your products or services on various social channels.

You'll still want to conduct keyword research even if you don't have a full-time SEO strategist. Try creating a list of high-performing keywords related to your products or services, and consider long-tail variations for added opportunities.

8. Iterate based on the analytics you measure.

Finally, to create an effective digital marketing strategy for the long term, it's vital your team learn how to pivot based on analytics.

For instance, perhaps after a couple of months you find your audience isn't as interested in your content on Instagram anymore — but they love what you're creating on Twitter. Sure, this might be an opportunity to re-examine your Instagram strategy as a whole, but it might also be a sign that your audience prefers a different channel to consume branded content.

Alternatively, perhaps you find an older web page isn't getting the traffic it used to. You might consider updating the page or getting rid of it entirely to ensure visitors are finding the freshest, most relevant content for their needs.

Digital marketing provides businesses with incredibly flexible opportunities for continuous growth — but it's up to you to take advantage of them.

I'm ready to try digital marketing. Now what?

If you're already doing digital marketing, you're likely reaching some segments of your audience online. No doubt you can think of some areas of your strategy that could use a little improvement, though.

That's why we created a step-by-step guide to help you build a digital marketing strategy that's truly effective, whether you're a complete beginner or have a little more experience.

Next, let’s look at some examples of digital marketing that will be sure to inspire you.

  • Lego's Rebuild the World Campaign
  • Dove's Reverse Selfie Campaign
  • Jennifer Lopez's #InTheMorningChallenge
  • Always' #DayoftheGirl Campaign
  • Topicals - Email Marketing
  • Ashley White - Affiliate Marketing
  • Samsonite - Search Engine Marketing
  • Yes Williamsburg - Sponsored Ad
  • HubSpot Blog - Content Offers
  • For Keeps Bookstore - Local Business SEO

1. Lego's Rebuild the World Campaign

digital marketing examples: lego

Image Source

This is a great example of a digital marketing campaign because it says something about the brand. In this campaign, Lego takes a stance on important global issues as a way to connect with its audience.

Nowadays, it's becoming increasingly important for companies to discuss global issues and show alignment with their customers in that way. The major play of this campaign is to help share the brand's story and messaging.

Given that 82% of customers shop from brands that share their values, this was a good move for the toy brand.

2. Dove's Reverse Selfie Campaign

digital marketing examples: dove

As we continue to learn how social media affects children, especially young girls, Dove decided to send a message. The Reverse Selfie campaign shows the reverse of what a teen girl did to prepare for a selfie and photoshop the picture. The purpose is to increase awareness of how social media can negatively impact self-esteem.

This is an excellent example of what marketing content can look like when you know your audience intimately. By knowing its audience of real women, many of them parents, Dove was able to bring light to an often overlooked consequence of the growth of social media.

3. Jennifer Lopez's #InTheMorningChallenge

digital marketing examples: jennifer lopez

In this social media campaign, Jennifer Lopez created a dance challenge to promote her new song. With this challenge, fans would do the same dance in their pajamas and in dress up clothes.

This was a successful social media campaign as the video had over 16 million views and over 5,000 posts.

Using social media is a great way to engage your audience and get them to participate with your brand one on one.

4. Always' #DayoftheGirl Campaign

digital marketing examples: always

This is another digital campaign focused on emotional marketing. With this campaign, Always asked their own employees what tips they would give to girls. The women offer their valuable insight in a way meant to inspire everyone for International Day of the Girl, an international holiday that occurs annually in October.

Again, this isn't a campaign where the product is mentioned much, but that isn't the point. The point of this digital campaign was to inspire its audience. With that message, they could reach even more people, increase brand awareness, and show their audience that the brand aligns with their values.

Now we’ll look at some examples of different types of digital marketing. 

5. Topicals - Email Marketing

Topicals, a skincare company, uses email marketing as part of a digital marketing strategy. The image below displays a marketing email that advertises a subscribe and save deal, where people get 20% off refills if they choose to subscribe.

digital marketing examples: topicals email newsletter

6. Ashley White - Affiliate Marketing

Ashley White is an esthetician who uses affiliate marketing. In her Twitter profile, she includes a link to a personal Linktree page where she shares referral codes and discounts for people that shop with her codes and links. 

digital marketing examples: skinclasshero affiliate marketing

As she markets herself as an ambassador for these companies, the businesses generate brand awareness as someone visiting her Linktree might be inspired to try a new brand (and an influencer recommendation can make this inspiration even more powerful). 

7. Samsonite - Search Engine Marketing

Search engine marketing is a great example of digital marketing, where brands bid on keywords and showcase ads for their products in SERPs when someone queries a related keyword. 

The image below is an example from Samsonite, where a query for the word “luggage” surfaces various luggage options from known brands that have created ads to feature their products front and center in search results. 

digital marketing examples: samsonite search engine marketing

8. Yes Williamsburg - Sponsored Ad 

Yes Williamsburg uses native advertising within its Instagram feed to share a paid sponsorship with a local Brooklyn business. The Reel is tagged as a paid partnership, but it appears organically in a users feed like a standard post. The ad is also in line with Yes Williamsbug’s usual content of sharing information about unique local businesses for people to try. 

          View this post on Instagram                       A post shared by Yes Williamsburg (@yeswilliamsburg)

9. HubSpot Blog - Content Offers

Content offers are a form of digital marketing where businesses share helpful content with site visitors that it knows will benefit them. For example, the HubSpot Blog often features content offers and learning material for people to learn more about the blog topic. 

For its blog post 11 Marketing Strategies for Black Owned Businesses , readers that want to know more about developing a marketing strategy can download an ebook for further learning. 

digital marketing examples: hubspot blog content offers

10. For Keeps Bookstore - Local Business SEO

A search engine optimization strategy for many local businesses is an optimized Google My Business profile to appear in local search results when people look for products or services related to what you offer. 

For Keeps Bookstore , a local bookstore in Atlanta, GA, has optimized its Google My Business profile for local SEO so it appears in queries for “atlanta bookstore.”

digital marketing examples: for keeps bookstore local SEO marketing

Integrate Digital Marketing Into Your Strategy

Any opportunity where you can connect to your audience is an opportunity to convert a lead or acquire a customer. Digital marketing creates so many more of those opportunities by allowing you to reach prospective buyers through a wide variety of channels. Whether it’s social media platforms, websites, text messages, or any online medium, it’s an invaluable way to promote your business, service, or product.

Editor's Note: This blog post was originally published in September 2019, but was updated for comprehensiveness.

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How digital marketing drives the growth you need for 2023.

There is no growth without digital marketing. Learn how businesses are driving digital marketing growth with varied strategies and get tips for your own approach.

It’s safe to say that the beginning of the 2020s has been completely unprecedented. As we near 2022, it is clear that reverting back to the old normal is not an option. As marketers think about building brands in the coming years, how is digital marketing being leveraged to help companies bounce back? More importantly, how should you redefine your strategy for 2022?

Those answers and more are in this blog post. Let’s dive in!

What kinds of digital marketing solutions should you use to strengthen your brand post-pandemic? Learn more here!

The Increasing Need for Digital Marketing

According to McKinsey , companies are responding to accelerated marketing trends by diversifying their spend across paid and owned media. Customers are now spending more time and resources on owned-media channels such as websites, mobile apps, and customer-service channels. There is also a noticeable increase in customer-conversion rates, with social and digital video channels driving the highest ROIs.

As a result, digital marketing has never been more important. However, digital marketing strategy is not like traditional marketing avenues of years past. It is driven by data and analytics; focused on personalization rather than a one-size-fits-all approach; delivered via both social media marketing and broadcast media; interactive and “always on” rather than static and periodic; and iterative rather than pumped out as a single campaign.

As such, digital marketing is now a growth engine for many companies across a variety of sectors such as financial institutions and telcos. Further, it has the ability to drive an increase of 5 to 8 percent in revenues over 12 months by capturing more online traffic and engaging with consumers more effectively. Furthermore, McKinsey reports that some financial institutions have seen up to a fivefold increase in digital sales, while telco companies can reduce absolute churn by 15 to 40 percent and retailers can significantly increase sales.

What are buyer personas? Learn how to target online shoppers here!

Digital Marketing Growth

You’re aware that digital marketing is crucial for growing your business, but many business owners simply don’t know where to turn once they hit a business plateau.

Below are several ways that digital marketing can help grow your business:

  • Brand awareness – digital marketing helps you create an online presence that fuels your reputation as a business while also making it easy to find. Now, brands build trust in consumers by updating social media pages with a new product or service and publishing blog posts about different business trends. Campaigns are also used to build brand awareness via paid advertisements that boast optimized content and design, which are engaging, attractive, and easy for potential and existing customers to find.
  • Cost – effective – compared to other forms of advertising (like buying ads on TV stations), digital marketing in the form of social media ads are much less expensive. Digital marketing can also provide businesses with a new stream of income. For example, your business has an e-commerce site and it does not currently have any banner ads on the homepage or sidebar. You could place some advertising space in those places to drive traffic back to that part of your website where people are most likely going to make a purchase.
  • Better revenues – when do marketers’ plans work? When they are getting high conversion rates and a high number of website visitors. Further, you can turn website visits into customers with an effective email marketing or social media strategy. You can also increase brand awareness by making it easier for potential customers to find your company via search results on engines like Google or Bing. All it takes is someone finding a related keyword that is close and landing on your website.
  • Improved ROI – it seems simple, really – the more traffic your website gets, the higher the chances that someone will make a purchase and invest in what your company has to offer. And tracking and measuring ROI isn’t difficult. It is the cost of the marketing campaign divided by the money generated from the campaign.
  • Wider reach – with digital marketing, you can reach people all around the world without ever having to step foot outside of your physical bounds. When looking to build your brand internationally, digital marketing is an invaluable strategy for promoting your messaging. Campaigns can be set up easily and with a small budget to cover the cost of advertising in many different countries. They can also be geo-targeted, which is something companies may not have been able to do in the past when they were only reaching people geographically close.

5 Ways to Bolster Your Digital Marketing Strategy

So, how can you create a successful long-term digital marketing strategy? Try the five tips below:

1.      Enhance customer experience with performance marketing – performance marketing focuses on continually optimizing marketing stats and performance metrics like activation, churn, and upsell along the customer-journey funnel by leveraging actionable and quick-impact levers. It plays a crucial role in driving customer experience, particularly at the lower-funnel interventions. Methods include digitizing interactions and offering a customer-service response team that responds quickly. When implemented accurately and at scale, this approach can be powerful. However, it is important to note that companies should be wary of vanity metrics (like shares or traffic) or attempting to “buy” customers. Instead, identify a key metric that is most indicative of your business’ success.

2.      Be sensible about martech – before investing in martech solutions, think carefully about how your business will use them to capture ROI. When choosing a modern martech stack and data setup, make sure it covers three capabilities:

  • Campaign execution: Automate and personalize campaigns and communications across owned- and paid-media channels.
  • Audience management: Segment customers based on both their offline data (such as customer relationship management) and online data (such as digital-asset behavior), and share this segmentation with different marketing channels.
  • Data analytics and performance: Collect and register customer behavior for audience-creation and campaign-performance tracking and provide a platform for analytics.

3.      Become agile – to continuously optimize the customer journey, your marketing and technology teams need to work together. As such, leaders need to elevate digital marketing to the CEO agenda to get the necessary executive buy-in and generate momentum. They also need to establish transparency of existing marketing-activity ROI and stop marketing efforts that fall below a certain ROI threshold. One of the best strategies to use high-performing existing talent to form several agile marketing and tech squads to target key performance indicators. Team members should have expertise in growth marketing, search-engine optimization, user-experience design, HTML development, attribution analytics, broader campaign management, and copy writing. They should also work together to define, prioritize, and execute against research, product, marketing, data, and technology backlogs.

4.      Balance spend allocation – how much should your organization spend online versus offline? Use characteristics like demographics, connectivity, behavioral, and income data to create specific buyer personas, then build your campaigns toward targeting those personas with personalized messaging. Further, define spend in each subchannel by leveraging omnichannel marketing, which looks at the full customer journey to understand the impact and ROI for each channel.

5.      Be responsible with first-party data management – the public is becoming more wary of how their data is being used online. Therefore, to ensure you have your audience’s trust, prioritize their privacy and be transparent about how their data will be used.

Let’s work together to help you connect with your target audience in the right place and at the right time. Details here.

Stefanini’s Support for Your Digital Marketing Strategy

In an increasingly connected world, your approach to marketing must be just as integrated. We create customized solutions for your business by innovatively combining marketing tools and technology, while keeping the focus on end-user experience.

We focus on strategy, data science, media, and advertising, using data intelligence to boost business, connect people, and create experiences. Using our expertise, best practices, and statistical techniques, we provide actionable business insights based on data mining and predictive models, as well as analytics and social insights.

Could your digital marketing strategy use a boost? We are here to help. Reach out today to connect with one of our experts and get started.

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10 Growth Marketing Strategies to Scale Your Business

Sarah Burner

ClickUp Contributor

February 8, 2024

Consumer preferences and habits change in the blink of an eye, and keeping up with them is a constant challenge for any business. You’re always on your toes, wondering what your customer wants next. Moreover, the market isn’t your lifetime friend. Consumer trends change, as do approaches to marketing and growth. 

Amidst this constant flux, how do you ensure your business grows sustainably?

The solution is a strong growth marketing strategy that is responsive and adaptable, tapping into real-time data analysis and staying tuned to ongoing consumer insights. It also needs to understand the market situation comprehensively. What is it that’s creating a buzz, which strategies are working out for your competitors, and what your customers love.  It’s only when you understand such diverse pillars that you will be able to direct long-term growth.

In this article, we’ll show you ten data-backed growth marketing strategies for your business. We’ll also show you some examples of companies doing this successfully.

Growth marketing strategy vs. growth hacking strategy

Product-led growth, obsess over customers, telling stories with content, 2. tiktok , get started with growth marketing with clickup, what is growth marketing.

Growth marketing is an advanced marketing approach that focuses on driving sustainable business expansion. It relies on data-driven methods and a thorough understanding of the entire customer journey.

Unlike traditional marketing, which may prioritize brand awareness or lead generation, growth marketing focuses on achieving scalable and measurable marketing outcomes , such as increased revenue, user acquisition, or customer retention.

Growth marketers continuously experiment with channels such as social media, SEO, and email marketing. They are also constantly looking at market data, learning, testing, and iterating to figure out the best marketing strategies. By closely examining user behavior and leveraging insights, you can fine-tune and optimize your campaigns for maximum impact.

As growth marketers, you must look at the big picture, by bringing together everything from product development to customer experience. And with this holistic view, you can fuel steady and rapid business growth.

In growth marketing, it’s crucial to know your customers well—understanding their demographics and pain points, and even the value they place on a solution.

But here’s the neat part—unlike traditional marketing, it’s not just about customer acquisition.

Growth marketing also analyzes customer engagement and retention rates to determine the best approach. It additionally employs A/B testing, email marketing, SEO mastery, and data crunching to fine-tune your growth strategy.

While a growth marketing strategy emphasizes sustainable, long-term growth through comprehensive data-backed marketing efforts, a growth hacking strategy focuses on rapid experimentation and unconventional tactics to achieve quick, scalable results.

Growth hacking and growth marketing strategies operate on different timelines and methodologies. Let’s explore their differences:

  • Main aim: Growth marketing takes a holistic approach, striving for sustained, long-term growth through comprehensive full-funnel marketing strategies that help enhance your customer’s lifetime value. On the other hand, growth hacking aims for swift, short-term results, primarily focusing on rapid acquisition
  • Data handling: Growth marketing views data as a source for identifying patterns and refining an overarching strategy, emphasizing a more systematic and analytical approach. Conversely, growth hacking is all about hands-on experimentation and quick refinements, using data as a tool to iterate rapidly 
  • Primary tactics: While growth marketing involves automated and algorithmic processes, complemented by periodic adjustments to ensure effectiveness, growth hacking leans towards direct, manual testing and tweaking
  • Differing philosophical foundations: Growth marketing centers around understanding and alleviating customer pain points, fostering a more customer-centric approach, and winning loyal customers. In contrast, growth hacking addresses immediate business pain points and achieves specific marketing goals

Still confused? Let’s try to understand this with an example. 

Let’s assume your company is looking to onboard more customers. Growth hackers may propose a quick solution, such as implementing a double-sided referral program, where both the existing customer (referrer) and the new customer (referee) receive benefits for a successful referral to boost your numbers rapidly. 

However, it’s important to recognize that this is a short-term fix. 

If you want to implement growth marketing efforts with this strategy, you need to encourage your team to collect customer feedback after they sign up for your referral program. 

This ongoing process ensures that growth marketing isn’t just about getting new customers and is also looking to improve the overall customer experience using real-time feedback. You can do this over six months using a project management tool like ClickUp. 

The collected data becomes a powerful tool for making data-driven adjustments. It also helps optimize the referral program, and fosters sustained growth by aligning with your customer base’s evolving needs and expectations.

Here’s a quick table to help you understand the differences between growth marketing and growth hacking:

Growth Marketing Strategies for Success in 2024

Let’s see how you can implement effective growth marketing strategies for long-term sustainable benefits:

The product-led growth strategy uses your product to drive business growth and guide the customer lifecycle. By focusing on delivering an outstanding product experience, you nurture organic growth and support data-driven decisions for lasting success. 

Let’s explore some growth marketing strategies to achieve product-led growth:

1. Offer freemium or free trial options

Everyone loves freebies!

Offering freemium or free trial options is a great way to organically incorporate growth marketing strategies, especially if you have a SaaS product. Not only do you gain satisfied customers, but you also collect valuable feedback to fine-tune your strategies in the future. 

If your business involves physical products, then you could share some free samples at events; if it’s a service, offer a free trial. 

Providing a product sample or a free trial without requiring financial commitment lowers entry barriers and encourages your target audience to experience its value directly.

2. Implement the AARRR framework

The AARRR framework, also known as Pirate Metrics, is a product analytics model representing different stages of the customer lifecycle: Acquisition, Activation, Retention, Revenue, and Referral. Each stage allows you to understand user behavior and optimize product-led growth strategies.

Within the AARRR framework, each metric addresses critical aspects like revenue enhancement and expanding your customer base. Though these domains do not overlap, they collectively establish a well-defined sequence. Mastering this sequence ensures that your company operates at peak efficiency.

Use ClickUp’s product marketing software to track and record these metrics—it’s the perfect tool. It comes with multiple templates you can share, and a documentation hub called ClickUp Docs where marketing team members can comment and collaborate. 

ClickUp's Marketing Plan Template is designed to help you create, organize, and track your marketing project plan.

ClickUp’s Growth Experiments Whiteboard offers a methodical way to test business expansion plans. Outline, organize, and execute growth experiments systematically. Structure your hypotheses, set up experiments, track results, and draw insights.

ClickUp’s Goals feature provides a structured platform for setting, tracking, and achieving growth objectives, thus ensuring alignment with your overarching business strategy.

ClickUp’s Marketing features offer specialized tools tailored for marketing teams for easy collaboration and project management. With multiple scalable workspaces, ClickUp allows you to organize and manage various aspects of your marketing efforts in a centralized and efficient manner.

ClickUp Goals

3. Engage your audience with interactive product tours

To captivate your audience, use interactive product tours that provide users with a firsthand experience of your offerings. These tours allow users to engage with your product in real time, enabling immediate responses to their questions and feedback, enhancing the overall customer experience.

Beyond boosting user engagement, these interactive demos are also vital in optimizing conversion rates. Get users actively involved, meet their needs, and watch your business grow with these interactive experiences.

ClickUp helps engage your audience better with its unique product features. Use ClickUp to brainstorm ideas or create workflows or demos with ClickUp Whiteboard . Coupled with ClickUp AI , you can write interactive copy and create knowledge bases about your product.

ClickUp’s checklists ensure nothing gets missed in your processes, preventing oversights. Moreover, ClickUp’s forms smoothly capture user questions, making it easy to gather info and improve communication.

‘The customer is always right’ is a virtue that rings true for any business–big or small. A fundamental aspect of growth marketing strategy involves providing the utmost value to customers. 

Here are various customer-centric growth marketing strategies you can incorporate:

4. Build an active and welcoming community

By building an active community, you’re letting word-of-mouth marketing efforts work for you. 

A community of like-minded people means an impactful network of individuals enthusiastic about spreading the word about your brand. 

Not only that, the feedback a community provides proves to be invaluable in optimizing products. Not to mention the credibility and trust you gain with your target audience by engaging a welcoming community.

5. Personalize your marketing efforts to your target audience

Personalization goes beyond inserting the customer’s name in premade mail templates.

Personalization digs deep into your hard-earned data analytics to dynamically adjust and redirect your marketing campaigns. It helps you reach a wider audience without spending money on ineffective marketing efforts targeting the wrong people. 

Customer interests, buying preferences, customer experience, demographics, and transaction history—all have a part to play in creating personalized marketing campaigns. Customers will react favorably when they see messaging that resonates with their interests.

With ClickUp, you can shoot off emails from the platform, keeping all your communication in one place and saving you from tool-hopping.

You can also enhance your email content with ClickUp’s AI capabilities, writing engaging and compelling copy that resonates with your audience.

ClickUp’s Newsletter Whiteboard also makes crafting engaging newsletters easy. This feature provides a collaborative space for brainstorming, planning, and designing newsletters. Whether you’re working solo or with a team, the whiteboard facilitates seamless collaboration, ensuring that your newsletters are visually appealing and effectively convey your message to your audience

ClickUp's Newsletter Whiteboard Template is designed to help you create, track, and deliver newsletters.

ClickUp’s Tasks and Views , coupled with the ClickUp campaign management template , make project managing every campaign a straightforward process. ClickUp is your go-to hub for everything—from planning to execution. It’s where collaboration happens seamlessly, making your work life much easier.

ClickUp's Marketing Campaign Management Template is designed to help you manage marketing campaigns from start to finish.

6. Offer benefits to your most loyal customers

Implement a loyalty program to retain frequent customers and give your customers a better experience. 

For instance, when a returning customer wishes to purchase your product, give them a discount unavailable to first-time visitors. Alternatively, provide them with QOL (Quality-of-Life) features easily through ClickUp. For example, it could be shorter wait times made possible through ClickUp’s trigger-based task automation . 

Similarly, retain frequent buyers by offering gifts, member-exclusive discount coupons, and other loyalty perks. Offer a paid membership program for significant discounts—it’s a proven method to build a loyal customer base.

7. Collect and display testimonials from users who love your product

A testimonial collection on the landing page has a two-pronged effect. 

First, it builds trust and fosters human connection to your product. Moreover, it makes actual users of the products feel valued. Testimonials show how your product or service solved a real-life problem and positively impacted people’s lives.

Use featured stories from actual users on your website, blog, and social media channels for referrals. The positive perspective of actual users will encourage others to try out your products or services.

ClickUp’s case study design template is a user-friendly and efficient tool that simplifies creating compelling case studies. A structured and intuitive layout guides you through the essential elements of a case study, ensuring a professional and impactful presentation of your success stories.

ClickUp's Case Study Template is designed to help you capture ideas and insights from customer feedback.

ClickUp understands the importance of gathering feedback to improve and refine your processes. That is why the platform provides user-friendly forms tailored for feedback surveys. These ClickUp forms are customizable, allowing you to design surveys that capture specific insights from your audience. The collected feedback can then be analyzed to make informed decisions and enhancements to your projects or services.

ClickUp's Feedback Form Template is designed to help you capture customer feedback and organize customer data in one place.

Consumers today are bombarded with advertisements and promotional messages. However, storytelling can separate you from the rest of the crowd. 

Tell compelling, believable stories that resonate—they create a genuine connection with customers while subtly promoting your product or service.

Here are some ways to incorporate this powerful growth marketing strategy into your business:

8. Use narrative-focused video marketing

Incorporating video into your growth marketing strategy will put you a few steps ahead of competitors. Storytelling through video is more evocative and compelling and can do wonders for your business. 

Narrative-focused video growth marketing efforts focus on telling the story of your business from a human angle instead of drab and monotonous spreadsheets and numbers. 

Video growth marketing strategy effectively conveys your brand’s story and what it stands for, as people often find videos more engaging than textual content.

Not sure how to get started? ClickUp’s here to help once again. With its intelligent AI, you can compose video scripts that touch customers. Use ClickUp Docs to save and share them effortlessly with the creative minds in your organization. 

Leverage the power of ClickUp Production Tracking to help you produce quality videos within deadlines using its in-built production pipeline.

ClickUp's Production Tracking Template is designed to help you manage and track the progress of your production workflows.

9. Use social media

Social media marketing is a no-brainer these days, especially for a successful growth marketing strategy. 

First, consumers expect you to have a solid social media presence. Second, if you’re not leveraging social media to promote your products or services, you’re missing out on a significant pool of potential customers. Also, social media is a great place to let your brand’s personality and voice shine and break through the clutter.

Even while being budget-friendly, marketing on social media allows your promotional content to reach a vast sea of potential loyal customers. To make the best out of social media marketing, identify your target audience, analyze user behavior, and proceed with compiling data and utilizing social media analytics tools . 

Follow and observe your competition, learn from their mistakes, and adapt your content to market trends.

10. Publish SEO-optimized blog posts

SEO has always been about growth. It focuses on optimizing content to improve online visibility and better SERP rankings.

Effective SEO demands a solid understanding of search engine algorithms and ranking factors. Then there’s the most vital part of SEO–keyword research. Developing a proper keyword strategy is a surefire way to cement SEO-powered lead generation. Did we mention that ClickUp has keyword research templates too?

Once you get the hang of SEO, use your blog posts to direct traffic to your product or service page and help your business achieve higher lead conversion rates. 

Case Studies of Real Growth Marketing Success

Let’s look at examples of businesses and brands that applied growth marketing strategies successfully to achieve sustained success.

Dropbox's growth marketers going for growth marketing over traditional marketing

One of the biggest players in the cloud storage industry, Dropbox achieved an astonishing $10 billion valuation in 2018 without spending much on advertising. How did they do this? 

Dropbox leaned heavily on referrals, implementing a referral system into the product. And they did so cleverly. 

Dropbox gifted users additional storage space free of cost when a new user joined the service using the former’s referral link or code. This approach encouraged users to invite their friends and family to the platform and also created a base of repeat customers.  

Dropbox is an excellent example of how businesses can achieve rapid and explosive growth by tapping into the power of referral growth marketing strategy. 

One major takeaway from Dropbox’s success is the importance of simplicity. They created a referral program that was simple and easy to understand without complicated terms and conditions.

Tiktok;s effective growth marketing strategies over traditional marketing

Who doesn’t know (or use) TikTok nowadays? The staggering popularity of the app has even carved a new niche of content creators—TikTokers. 

TikTok proudly recorded a 215 percent growth rate in brand value ; and stands among the most prominent media and entertainment brands on the global stage. 

TikTok’s enormous popularity, for the most part, can be attributed to the influencer growth marketing strategy. 

TikTok partnered with social media personalities, mainly bloggers and influencers, who already had a large social following on other platforms. These creators then started posting content on TikTok and shared it with followers on other platforms. 

TikTok, along with focusing on an influencer growth marketing strategy and creative growth marketing strategy, also kept its eyes on the Gen Z and millennial generation. It tailored its platform to suit the needs and interests of the youngsters. This personalized approach had a big part in propelling TikTok into App Store charts worldwide.

TikTok’s success is a clear example of the power of influencer growth marketing strategy and the clever use of social media. It emphasizes the significance of tailoring a product to meet the wants and needs of its target audience; TikTok’s focus on youth is a key selling point.

Airbnb's effective growth marketing strategies over traditional marketing

Airbnb, the global vacation rental business, started way back in 2008. It faced skepticism due to the unconventional concept of strangers sharing homes. 

Fast forward to now, and Airbnb successfully pulled off an IPO valued north of $100 billion . How did a seemingly crazy idea reach the masses and become a global business? 

Certainly not through traditional marketing methods.

Instead of spending on advertising and promotions, Airbnb lets user-generated content do the heavy lifting. Only 30 percent of their content is created in-house; the rest is user-generated and circulated. 

Just glance through Airbnb’s Instagram, Facebook, and Twitter accounts, and you’ll be welcomed by hundreds of user-submitted photographs, videos, and other content. This makes for an efficient community-building and social media strategy. 

Apart from the emphasis on community and user-generated content, Airbnb also adopted a multi-channel social media growth marketing strategy. Airbnb uses different social media platforms to cater to unique and different content. For example, their YouTube channel is centered around travelogues and travel vlogs, while their Instagram showcases the best and newest Airbnb homes.

If you aren’t leveraging growth marketing channels to boost your business, you’re doing it wrong. 

While growth shouldn’t always be the only focus of your business, it should be a priority that you regularly pay attention to. 

The growth marketing strategies we have discussed are battle-tested, and when implemented correctly, they can enhance your customer relationships while boosting profits. Unlike traditional marketing, growth marketing strategies are a one-way road to achieve sustained success in a hyper-competitive business environment. 

And guess what can help you throughout your growth journey? ClickUp, of course. Its comprehensive end-to-end project management and marketing automation capabilities can scale with your business. With ClickUp, you can set and achieve realistic growth milestones throughout the entire customer journey. 

Come try it out for yourself and witness the magic of ClickUp. Sign up to ClickUp for free now!

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The curriculum has been developed by distinguished faculty from the Wharton School to meet the evolving needs of a digital business and help you learn how to use strategies that support better decision making. Learners will be taught using a combination of learning methods. These include bite-sized lecture videos by Wharton faculty, cohort-based live synchronous sessions with industry experts and live sessions by Wharton Faculty, a three-week capstone project on digital marketing, and self-learning through reading material.

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Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania. His expertise centers around analyzing behavioral data to understand and forecast customer shopping/purchasing activities. He consults with global firms to devise successful marketing strategies across various industries, such as telecommunications, financial services, gaming/entertainment, retailing, and pharmaceuticals. Managerial applications focus on topics such as customer relationship management, lifetime value of the customer, and sales forecasting for new products.

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Ron Berman is an Associate Professor of Marketing. His research focuses on digital marketing and marketing analytics. His work has appeared in prestigious marketing journals such as Marketing Science and the Journal of Marketing Research . Professor Berman is frequently invited to share and discuss his findings with market-leading companies such as Google, Facebook, and Wayfair. Professor Berman holds a PhD and MSc in Business Administration (Marketing) from the University of California, Berkeley; an MBA and MSc in Computer Science from Tel-Aviv University; and a BSc in Computer Science.

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Raghuram Iyengar is a Wharton School professor of marketing and the faculty director of Wharton Customer Analytics, the world's preeminent academic research center devoted to the practice of data-driven business decision making. Professor Iyengar's research interests include pricing and social networks, and he teaches market research and analytics. His pricing research focuses on the effect of multi-part pricing schemes on consumer response. Professor Iyengar's teaching interests focus on marketing analytics. He received his PhD from Columbia University and a bachelor's degree from IIT Kanpur in India.

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