Why you need a digital marketing strategy in 2021.

Why you need a digital marketing strategy in 2021

In today’s business landscape you need to have a clear digital marketing strategy outlined for your business or else you do not have a business. There is no value in operating on a whim, as a business failing to bench mark or measure your performance will hinder growth. Regardless of whether you are a well-established business or just starting out, whether you are selling craft work or your skills, your business must be online to increase your chances of survival as a business. Your digital marketing strategy is the road map that will tell you how you will get your business goals met using online marketing, you will have the basic understanding of your business as well as the overall approach you might want to take, and the actions you will have to execute at each point of your digital marketing strategy. Here are five considerations to take into account when crafting your online marketing plan.


First things first, you want to understand why you are getting in to digital marketing. Most small entrepreneurs make the mistake of not understanding why they are getting online in the first place. What are you trying to achieve with your digital marketing strategy? Are you trying to get brand awareness for your business, generate leads or increase sales of your product or service? These objectives will have to be clearly outlined at the beginning of your online journey. This will be the basis on which you measure your performance as a business, it will help you measure success, determine if the strategy is working for your particular business or not.


From the simple things such as the demographics of your targeted audience down to behaviors that are specific to them, you have to understand who you want to serve. A business is better off picking a niche than broad a market. If as a business you have a tight budget, you might want to be conservative in your targeting and focus on those groups you will get the most from.

You need to understand more about the audience your business is likely to generate more prospects from. Who are they, who are their influencers and what content do they consume? Finding more about who consumes your content has become more easier than before. Businesses can leverage on techniques such as browser cookies or browser history which can enable a digital marketer to find out where the visitor has been on their internet journey, what content they have been consuming.

A business owner must know who their influencers are, who talks about their products or services and who they communicate this to and how they do it.Your influencers are people that who would like to talk to you, who are interested in spreading the message about your brand. Bring them into to your strategic plan.

It helps to create client persona profiles in order to determine how as a business you can move your clients down through your marketing funnel. This helps you draw out a specific picture of your targeted audience, who they are, what they require from you, what their problems are and how best you can be the solution to them by tailoring you offer to suit that specific persona.


As your audience is getting to know you, they are going to develop a criteria on which they are going to evaluate you base on. This will be so, against your competitors. One key focus area in this case will be your value proposition which will have to be tailored into your messages each time they are published to your audience.

What is the actual content that your audience engages with? This is beyond having a long-term content plan, or an editorial calendar. Its more about assessing data, using tools that help you figure what kind of messages best suit you audience. To figure out how your content is doing on the internet you can tweak your messages in real time so that your content is most relevant to your audience right now.

How does your audience respond to your content? Test out different messaging pillars, in order to determine the right messaging, because different messages will resonate with different audiences. The most important pillars being:

  • Value proposition

What are the benefits of them buying a product from you, or submit a lead to your business or building an affinity to your business?

  • Social proofing

These are messages that contain statistics and numbers, such as 30% of your friends are buying from us, or 45% of the market that advertises online advertises with us. This helps create trust for your business, and give credibility for your brand within your targeted audience.

  • FOMO

Fear of missing out is a fairly new strategy for online marketers. Most people are afraid of missing out on things, it helps to know what your audience’s fears and pain points are.

These pillars will be the basis on which you will solve problems for your audience. With your message, provide solutions to your clients. Integrate your solutions and product information within your message so that it is of value to your site visitor. Important tools to consider include key word research. This implies that your message has to be optimized so that they can be found by your targeted audience.


What are the right platforms to share your content that are popular with you targeted audience?

Social Media can be used to build relationships that will bring more traffic to your website or store, Search Engine Marketing (SEM), Search Engine optimization (SEO) Email marketing and Affiliate marketing are all at your disposal. Email marketing for example will help you nurture the relationships built on social media and bring people to specific solutions to their problems. As a team, figure out where most of your audience spends most of their time, and what channels they spend the most money on

Your choice of channels depending on the nature of your business will determine the type of content you push out and how frequently you do so. Read more on What are the best online channels for my business? and The right content types for your audience. This will prevent you from just publishing content without a strategic goal.


Do you have tools to measure and respond to your customer data in real time? because you get what you measure. If you measure the wrong things, you implement the wrong strategies, publish the wrong content and as a result you don’t grow. Fundamentally, you want to understand what you are measuring and why you are measuring that.

It is about the value you are providing to your audience that will give you the feedback to measure. Look for tools that will give you real time data, understand the value exchange between you and your client. You have to scale it down to what the data means to you in your business that will help you give it back to the client as value.

The speed at which you measure and react to data will determine the rate at which you will grow your business. The analytics approach must be specific to you needs as a business, as opposed to taking up all business models like KPIs and ROIs.

Strategic KPIs such as how many people are clicking on my social media posts, how much organic traffic are we getting from our blogs, how many people are signing up for our newsletter. All these performance indicators will be the basis on which you measure the success or failure of your digital marketing strategy.

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