By Bryan Smeltzer

5 Steps to Building a Digital Marketing Strategy

Building a digital marketing strategy involves careful planning and consideration of various factors. Here are five steps to help you create an effective digital marketing strategy:
  1. Set Clear Objectives: Start by defining your goals and objectives. What do you want to achieve with your digital marketing efforts? Examples could include increasing brand awareness, generating leads, driving website traffic, or boosting online sales. Ensure your objectives are specific, measurable, attainable, relevant, and time-bound (SMART).
  2. Identify Your Target Audience: Understand your target audience’s demographics, interests, behaviors, and preferences. This information will help you tailor your marketing messages and select the most appropriate digital channels to reach and engage your audience effectively. Conduct market research, analyze existing customer data, and create buyer personas to gain deeper insights into your target audience.
  3. Choose Relevant Digital Channels: Determine the digital channels that are most suitable for your target audience and align with your marketing objectives. Consider options such as search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, content marketing, influencer marketing, and mobile marketing. Select channels that allow you to reach your audience effectively and provide the best return on investment (ROI) for your business.
  4. Create Compelling Content: Develop high-quality, engaging content that resonates with your target audience. Your content should be valuable, informative, entertaining, and relevant to your audience’s needs and interests. Consider different content formats such as blog posts, videos, infographics, podcasts, and social media updates. Create a content calendar to plan and schedule your content distribution across various channels.
  5. Measure and Optimize: Implement tracking and analytics tools to monitor the performance of your digital marketing activities. Track key metrics and performance indicators such as website traffic, conversion rates, social media engagement, email open rates, and ROI. Analyze the data to gain insights into what is working well and what needs improvement. Use this information to refine your strategy, optimize your campaigns, and allocate resources more effectively.
Remember, building a digital marketing strategy is an ongoing process. Continuously monitor and adapt your strategy based on the changing market dynamics, consumer behavior, and emerging trends in the digital landscape.

Bryan Smeltzer is a consumer products business executive and entrepreneur. He has held executive-level roles in business development, product, and marketing with some of the world’s most prestigious brands, including; Oakley, TaylorMade, Adidas, K-Swiss, and Schutt Sports, among other international brands. He also founded a men’s apparel brand, successfully running a profitable business for ten years, eventually selling to a VC firm.


He also hosts a Podcast called The Visionary Chronicles. In addition, he recently finished his first bestselling book, The Visionary Brand, The Success Formula Behind the World’s Most Visionary Brands, and received the prestigious Readers Favorite Award for BEST Non-fiction, Marketing Genre book.

Bryan currently oversees LiquidMind Inc., a global brand strategy firm that partners with both start-ups and established id to large-cap consumer brands to empower their businesses to think different, be different, drive a passionate culture, and execute relentlessly.

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