Business Consulting Digital Marketing

5 Steps For Setting A Successful Digital Marketing Strategy

Article by Elijah Maina Mace


In spite of the term Strategy being made to look all fancy and complicated just for a chosen few, it just simply means thinking about why you’re doing something before you do it. This means you will have to decide what you want to do, how you’re going to do it, what you expect to happen, and when and how you’ll measure your success.

This, therefore, tells you that it’s barely impossible to have a successful digital marketing strategy without setting measurable and achievable goals for your personal brand or your business.

Allow me to present to you a borrowed example!

Misha is a photographer and recently, she’s started producing video for clients too. She wants to let all of her regular customers know that now she offers this extra service so that some become both video and photography customers. She writes the following strategy for this campaign:

“I want to make sure 100% of my current customers know I now offer video services as well. I will run email and social promotions to share this message for 2 months. After 3 months from the start of the promotion, I want to have at least 1 video commission from 15% of my current customers.”

I know out there there are many digital marketing goals presented to you but I love simplicity so I will just classify all you know into 3 measurable and achievable goals:

a) Brand awareness:

Do you want more people to know about your brand and get your products and services more widely known?

b) Acquisition or lead generation:

Do you want to reach people who’ve never bought from you before and bring them into your buyer’s journey?

c) Growth from existing customers:

Do you want people who’ve already bought from you before to buy more frequently or a different kind of product?


You can only sell to people and not stones but still, you need to understand this, you can’t sell to everyone for one man’s meat is another man’s poison, therefore, stop trying to target everyone, it’s a waste of time and resources. Get to know your audience! If you don’t understand enough about whom you’re trying to reach, you’ll struggle to deliver a message that’s relevant enough to cut through.

Here is the easiest way to make sure you are targeting the right audience with your campaign, make your own buyer personas – fictionalized, general descriptions of your key customer groups.
• Think about who your customers are and group them into 3 or 4 buckets.

• Take each of those and create a character from each.

• Give him or her a name, a photo, a personality, and a few favorite things. Our biggest tip: rank them! Before you start, be totally clear which of them is the most important. You’ll find a template a couple of pages over to help get you started.

Here is Misha’s Example;

Misha will always be called on for weddings – that’s her bread and butter. While she’ll frequently deal with anyone from the groom to the bride’s sister on an actual day, it’s usually the bride-to-be she knows she needs to win over first to land the customer. So Misha’s first buyer persona is a nervous bride.

Next up for her is photography for small, local businesses – usually, people who want some nice images for their website, catalogs, or brochures. So her second persona is Jake, who’s run a coffee shop for 3 years and is about
to redecorate his café and launch a new website. Misha knows that her opportunity to grow her business will only come from reaching bigger clients with a regular requirement. She doesn’t have any customers like this yet, but it’s where she wants her business to go next.

So her 3rd persona is the marketing manager for a big retail brand headquartered in her city. They launch new products every month, and every time they do, they need photography.


Your brand is basically how people perceive your Products, Services, and Customer Care before and after engaging with your business, and the more unique and fulfilling your brand is, the more your customers and prospects will choose you over your competitors. You can think of your brand as your company’s personality. So it’s something that’s worth defining clearly – what do you stand for? What are your strongest character traits? And how does that translate into your presence – from the images you use on your website to the language you use in your emails or social media posts, to how you deliver your services, and so on.


  1. Who is your customer?
    Get your personas lined up, visualized, and ranked first of all – use them to help you answer the following questions.
  2. What problem do you solve?
    From your customer’s perspective, what challenges are you solving for them? Visualize your perceived value.
  3. What are your distinctive benefits?
    List three to five benefits your customer gets from choosing your product/service that customers don’t get from going somewhere else.
  4. What’s your brand promise?
    This is like a pledge. What will you always do for your customers? This is the other key part of your proposition that separates you from the competition.
  5. How does it fit together?
    Take your answers so far and try to craft a single paragraph that covers them. It’s ok if things merge and overlap – the aim is to end up with a unique message.
  6. Can you make it shorter?
    Now, refine. Take your time, review again and again until
    you’ve distilled your value proposition to one clear line
    that captures everything you want to say


Your competitors aren’t just those who offer a like-for-like product or service. You can think of your competition in 3 ways:
Direct competitors – those brands who offer the same products or services as you
Indirect competitors – brands that may offer different products but compete for the same space or budget
as you
Comparators – these might have a similar look and feel like a brand to you or be other brands that your target customers use frequently too.

You want to know what you’re up against, and you can learn vicariously from both triumphs and mistakes. Get inspired by your competitors’ wins, and use your differences to highlight what’s unique about what you’re offering.


Having brilliant ideas for how you’ll drive traffic, build brand awareness, and grow your customer base is just the beginning, it’s crucial you know how you’ll track progress, so you can adjust your plan based on what gets the best reaction. There are lots of different things you can measure (metrics) – but a benchmark of what a ‘good’ score is (KPI), will depend entirely on you.

An example!
If you posted a new blog post that included some video content on the page, look at how many:
• Views you get
• Views of the video
• Engagement with the video (likes, comments, shares)
• Clicks to your blog CTA
• Leads from the post
• Increase in leads from the post vs. posts without videos
Before you start any campaign, familiarize yourself with important metrics associated with your goals, like those.

“ There are lots of different things you can measure (metrics) – but a benchmark of what a ‘good’ score is (KPI), will depend entirely on you”

Hubspot Academy

Note: Examples we’ve listed above. There are plenty of different things you might want to measure depending on your goals – so bear in mind things like geographic or demographic information that you’re interested in tracking as well. Track performance of these metrics and you’ll start to get
a benchmark number for how your content is performing.

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