Creating a good digital marketing strategy is a vital part of what we do at Effective. Having a solid plan in place always helps you run more successful online marketing campaigns, so we think it’s really important to have one in place.

All digital strategies are different, there is never a one size fits all approach to creating them, but there are some key ingredients to all digital marketing strategies that you should include.

Know Your Audience (or Audiences)

It seems like a really obvious point but it’s one a lot of businesses can miss. Really understanding and knowing your audiences is important because it helps you create more effective messages in your digital marketing campaigns.

Here are some of the things you should try and find out about your audiences:

  • What social media channels do they use?
  • What times are they most likely to be online?
  • What sort of content do they enjoy consuming?
  • What are the motivations of the audiences? How can your business serve their interests and motivations?

There are just a few things to find out, but the more you know the easier it is to create your marketing strategy, as we’ll continue to explain!

Understand Your Channels

Once you know where your audiences go to socialise you’ll know where you should be! They’re your channels of communication. If you’ve done the research you should also know how your audiences communicate in these channels. Don’t just go online to throw the sales pitch! Get involved and share content your audiences will value and appreciate.

How Will You Measure?

How will you know if your strategy is working if you don’t measure any stats? Quite simply you won’t! There are so many free analytics tools out there. All social media sites have their own analytics to track how you’re performing, and every website should have Google Analytics installed!

Once you’ve got analytics in place it’s about setting goals to track your strategy effectiveness.

Set Clear Goals and Targets

KPIs – key performance indicators – help you measure the goals and targets you set through your digital marketing strategy.

KPIs should be tracked over time and feedback into the development of new strategies. Here are a few KPI examples:

Social Media:

  • Page Likes/Followers
  • Engagement
  • Shares/RTs


  • Website visitors from social media
  • Bounce Rate
  • Avg. time spent on website


  • Open rate
  • Click rate

If you’re meeting your KPI targets that’s great, but if not then start testing new ideas! Strategies shouldn’t be rigid so if they don’t work you should change and improve them. That’s what marketing is really all about; testing, analysing, and improving.

Get In Touch

If you’d like to learn more about how we can help your business develop a killer digital marketing strategy get in touch with us, we’d love to hear from you.