Killing The Buzzword: Strategy!
or simply understanding it really...
One of the many nightmares for digital marketing newbies is when someone asks them to "create a strategy." After a great conversation about how you can help a company achieve its goals through digital marketing, you're hit with the dreaded request: "Can you give us a strategy?"
But what exactly does strategy mean in digital marketing? Let’s break it down.
What is a Digital Marketing Strategy, Really?
A digital marketing strategy is simply a plan to achieve specific goals using digital tools and channels. It’s not just a bunch of fancy words—it’s practical, actionable, and focused on results.
Think of strategy like a road map: you know the destination (the company's goals), and the strategy tells you how to get there using various digital marketing tactics (SEO, social media, content, ads, etc.).
Think of strategy like a road map
What People Expect When They Ask for a Strategy
When someone asks for a digital marketing strategy, they want you to give them a clear plan. Here’s what they typically expect:
Clear Objectives:
What are the business goals? It could be increasing website traffic, generating more leads, boosting sales, or building brand awareness. Your strategy needs to align with these objectives.
Target Audience:
Who are you trying to reach? Identifying the right audience is key. The strategy should outline who the company’s customers are, their needs, and how best to reach them through digital channels. You can use a persona to convey this.
Tactics to Use:
This is where the fun part comes in! What digital tools and tactics will help you reach the company’s goals? Think SEO, content marketing, social media, email marketing, paid ads, etc. A strategy shows how these tactics work together. Your key messaging, value proposition for the campaign etc.
Timeline and Steps:
The company will expect a timeline with specific steps to achieve these goals. This could include content calendars, campaign schedules, or a launch timeline for ads.
Metrics for Success:
How will you measure success? The strategy should include key performance indicators (KPIs) to track the effectiveness of the plan. Metrics like conversion rates, website traffic, and engagement rates are crucial.
A Simple Example of a Strategy:
Imagine you’re working for a small e-commerce brand that wants to increase online sales by 20% in the next six months. Your strategy might look something like this:
Objective: Increase sales by 20% in 6 months.
Target Audience: Millennials who are interested in eco-friendly products.
Target Audience Persona 1
Name: Emma Green
Age: 28
Occupation: Freelance Graphic Designer
Location: Portland, Oregon
Income: $45,000/year
Education: Bachelor’s Degree in Fine Arts
Marital Status: Single, no kids
Background:
Emma is a creative professional who works from home and loves flexibility. She’s deeply committed to sustainability, from the food she eats to the products she buys. She follows eco-friendly influencers on Instagram and Pinterest, and frequently researches new ways to reduce her carbon footprint.
Goals:
Reduce waste and live a more eco-conscious lifestyle.
Support brands that align with her values on sustainability and ethical sourcing.
Find aesthetically pleasing products that are also environmentally friendly.
Challenges:
Struggles to find affordable eco-friendly products that don't compromise on style.
Feels overwhelmed by the number of greenwashing brands and tries to find trustworthy ones.
Behaviors:
Spends 1-2 hours daily on Instagram, mainly browsing eco-living tips and sustainable products.
Regularly reads blogs and watches YouTube channels focused on minimalism and sustainable living.
Frequently buys products online, specifically from brands that support environmental causes.
Key Motivations:
Prefers to buy from brands that have clear, transparent practices around sustainability.
Values brands that offer discounts or special deals for repeat purchases or referrals.
Marketing Preferences:
Responds well to Instagram ads featuring influencers or visual stories about sustainability.
Likes receiving email newsletters that offer personalized eco-tips or promotions.
Engages with content that educates her about sustainability while also being aesthetically pleasing.
Social Media & Online Presence:
Instagram: Follows eco-conscious influencers and brands.
Pinterest: Uses it for inspiration on sustainable home décor and eco-friendly living.
YouTube: Watches videos on sustainable lifestyle and ethical fashion.
Tactics:
Use Instagram and Facebook ads targeting eco-conscious buyers.
Create blog content around sustainability to boost organic traffic.
Send personalized email offers to previous customers.
Create a newsletter to speak to target audience about eco-friendly habits, while also advertising our products that fit each edition of the newsletter.
Timeline:
Start paid ads next week, launch new blog posts twice a month, and send email newsletter every two weeks.
KPIs:
Track sales, website traffic, and engagement rates from ads and emails.
A strategy is just a detailed plan to achieve your goals.
The next time someone asks you for a digital marketing strategy, just remember: it’s all about connecting the dots between where the company is and where they want to be. Keep it simple, focused, and actionable, and you’ll be able to deliver a strategy that works!
Meme of The Week
Digital Marketing Course/Scholarship To Look Out For in 2025.
Digital Marketing Internship Program by Girls’ in Marketing.
Digital Marketing Women Employability and Entrepreneurship Program - Note that after gaining the scholarship, you pay 20,000 naira to accept the scholarship.
(Note: This list will be continuously updated throughout the year.)
Weekly Job Board (Trying a different name 🙈)
Bankly Microfinace Bank is Hiring.
Role: Marketing Communications Intern
Email: recruitment@bankly.ng
A Digital Strategist is Needed in Lekki
Employment Type: Full-time (hybrid)
Requirement: At least 3 Years of proven work experience ad a Digital Marketing Strategist.
Salary: 350,000 - 400,000 Naira
Email: info@advisedigital.com
Role: SEO Specialist
Employment Type: 6 Months Contract
Salary: 100,000 Naira
Email: amy4recruitment@gmail.com
Octamile is Hiring
Role: Digital Marketing Associate
Employment Type: Full-Time
Requirement: At least 2 years proven experience in marketing and content creation.
Apply Here: https://octamile.com/career-details.php?job=0
Role: Social Media Manager Intern
Employment Type: Contract (3 Months) Remote
Apply Here: https://docs.google.com/forms/d/e/1FAIpQLSevpnx--brb5s18D4sgefgLCx7f8xZHRGT8o8OOEOQubrxgLg/viewform?usp=send_form
Role: Community Assistant Intern
Employment Type: Contract (3 Months) Remote
Apply Here: https://docs.google.com/forms/d/e/1FAIpQLSevpnx--brb5s18D4sgefgLCx7f8xZHRGT8o8OOEOQubrxgLg/viewform?usp=send_form
Role: Content Writer Intern
Employment Type: Contract (3 Months) Remote
Apply Here: https://docs.google.com/forms/d/e/1FAIpQLSevpnx--brb5s18D4sgefgLCx7f8xZHRGT8o8OOEOQubrxgLg/viewform?usp=send_form
P.S. – I drop random musings on Substack Notes now and then. Swing by, take a peek, and maybe throw in a comment or two... or just laugh at my randomness!
See You Next Thursday!
Best,
Success Lawal
Your Digital Marketing Buddy.
My dear digital marketing buddy, thank you so much for this insights.🙏🙏
This is really detailed. I love it.
As for the anonymous animals, I don't even understand 😭😂