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A successful brand strategy means your business’ channels, digital experiences, and tone of voice need to home in on what your key customers want.

We’ve got marketing training to strengthen your branded consumer goods company’s relationships with your target audiences.

In order to build a loyal fan base, your brand strategy and style need to reflect your overall vision for the business. Having a brand strategy that jars with your product/service will put customers off and confuse them about who are and what you offer.

However, integrating your marketing strategy can be hard, especially today in the age of digital disruption where every customer has an omnichannel experience. That’s why our complete marketing training covers all the key elements you need to build a strong brand strategy.

The RACE Framework for consumer branded goods

Our popular RACE Framework is a simple, actionable planning structure for marketing leaders looking to streamline their omnichannel marketing strategies and tactics, in a data-driven, customer-centric approach to strategic marketing.

With the RACE Framework, consumer branded goods marketers can plan, manage and optimize their marketing activities across the customer journey touchpoints of reach, act, convert and engage.

Since all our marketing training is integrated across the RACE Framework, Smart Insights members and their teams can confidently apply marketing tools and templates to optimize their key channels and platforms to optimize their customers’ journeys.

Set goals and objectives

Setting clear marketing goals and objectives for your brand strategy will help you get buy-in from colleagues and brief agencies better.

It will also give you and them more confidence that you can achieve your targets by putting in place the right marketing activities to deliver them.

You can use marketing goals and objectives for both specific campaigns and longer-term ‘always-on’ digital marketing activities like organic or paid search marketing that are run continuously.

Why does a brand strategy need clear marketing objectives?

In this interview from Think With Google on ‘why clarity on marketing objectives is critical’, Google’s Global VP of Ads Marketing Marie Gulin-Merle talks to Jason Spero, VP of Global Performance Solutions at Google, about the challenges faced by brands today.

They discuss how marketers can navigate increasing complexity with a clear focus on their brand’s objectives.

Within digital marketing, there is often a focus on the volume of response but not the quality, value, and cost of response.

For meaningful use of data to inform your brand strategy, it’s essential to go beyond volume measures to understand the quality of traffic on the site and whether visitors have engaged.

Brand strategy objectives example

Our VQVC template, from our ‘set goals and objectives’ module in the RACE Practical Digital Strategy Learning Path, defines four types of measures that you should define when goal setting for your brand:





Can your branded consumer goods business compete online?

With so much competition, you need to stand out

Get started now

Persona definition

Personas offer brands of all sizes an opportunity to create more effective, customer-centric communications. Our brief definition of a persona, coined by Dr. Dave Chaffey is:

“A summary of the characteristics, needs, motivations, environment and behavior of typical distinct audience types”.

Foviance/EY Seren define a persona as:

“A fictional character that communicates the primary characteristics of a group of users, identified and selected as a key target through use of segmentation data, across the company in a usable and effective manner.”

The key thing to remember when defining personas for consumer branded goods, is these personas need to sit at the center of every decision you make about the brand strategy going forward.

We recommend using between two and six main personas, which are carefully researched and representative, to provide the best balance and focus for your brand strategy.

Beyond just simple demographics, the templates we have created for Smart Insights members enables you to consider:


Buying decision behaviors

Platform usage

Customer journey mapping

Can your branded consumer goods business compete online?

With so much competition, you need to stand out

Get started now

Persona example

Our practical, editable marketing templates support brand marketers and managers through the step-by-step process of researching and creating personas to support your brand strategy. Here’s the beginning of one of our example personas, young Jordan Clarke the ‘trendster’!

Why does a brand strategy need personas?

If you’re still not convinced, here are 4 reasons why your brand strategy will benefit from persona implementation:

Objective rather than subjective direction

Increase conversion of key audience

Optimize site and experience to meet customer needs

Encourages more targeted media spend and integration

We’ve got marketing training to support you and your team in developing and implementing market research to inform your brand strategy. Not just personas, we have resources for SWOT analysis, competitor benchmarking, segmenting, targeting and positioning, and more.

Can your branded consumer goods business compete online?

With so much competition, you need to stand out

Get started now

Planning acquisition and budget

No matter how marketing techniques change over time, every company must remain focused on this simple fact: customers are the lifeblood of business.

Creating and growing demand for your brand requires a constant focus on the fundamentals – finding the best marketing mix to effectively communicate value and target the right audiences in the right way in the right place at the right time.

Your budget for customer acquisition will include a mix of paid, earned, and owned media, sometimes including offline experiences as well as digital. It’s crucial for brand strategists to consider the customer journey when planning marketing channels and managing landing pages to optimize website journeys.

Customer acquisition plan

The map below, from our ‘define acquisition plan and budget’ module in the RACE Practical Digital Strategy Learning Path, demonstrates the average monthly customer flow for loan products by channel.

In this case, both online and offline touchpoints are crucial in the customer journey. This means multichannel journey tracking has implications for acquisition budgeting too.

Customer acquisition budget

Our tried-and-tested 4 stage acquisition budget helps brand managers plan and forecast their ROI. Briefly, each stage consists of the following:

Enter revenue targets and calculate traffic and conversion targets

Apportion your marketing channels’ contributions to targets

Allocate financial (and staff) resources to support the above activities

Map customer acquisition and tweak your plan and budget if needs be

Brand strategy planning framework

Finally, it goes without saying that without a dedicated brand strategy planning framework, it will be very difficult to effectively manage your brand’s acquisition strategy. That’s where the RACE Framework comes in.

You're reading Brand Strategy Marketing Training To Win More Customers

Race Practical Digital Strategy Online Training Course

RACE Practical Digital Strategy Learning Path Learn how to create and implement an integrated omnichannel marketing plan How will this Learning Path help me and my business?

This structured e-learning activity will help you or your team to implement digital marketing practices effectively within your organization by planning, managing and optimizing your digital media, digital experiences and digital data.

What is a Learning Path?

Smart Insight’s Learning Paths are our unique interactive online training courses which explain concepts, give examples and test understanding.

Unlike many online e-learning courses, each module is self-contained, so you can quickly access guidance to help improve your marketing activities.

Our Learning Paths are integrated with downloadable templates to help you audit your performance, set forecasts and create action plans. Each Learning Path includes different types of example templates in Excel, Powerpoint and Word from our resource library to help you create your action plans as you work through the Learning Path.

Common modules are shared between Learning Paths to avoid duplication of learning material. You can also complete the full Learning Path to earn a CPDSO certification.

We appreciate finding time for skills development is a challenge. Our Learning Paths enable training to be bite-sized, engaging and – crucially – results orientated. When combined with our suite of templates, you’ll soon be taking your marketing activities to the next level.

Accredited learning activities with the Continuing Professional Development Standards Office (CPDSO)

Each Smart Insights Learning Path has been independently assessed and accredited by the CPD Standards Office, so you can be confident that the quality of the learning and assessment experience has been audited and recognized for its quality.

Development Objective

Members who successfully complete this Learning Path have the ability to implement an integrated digital strategy and implementation plan as part of a wider strategic initiative.

Once you have completed a Learning Path, send an email to [email protected] to request your CPD certificate.

Learning Objectives

Recognising the success factors of an effective digital marketing strategy.

Structure a plan using SOSTAC® and the RACE Framework.

Define audience personas and assess the customer journey.

Review your current digital marketing capabilities and benchmark competitors using RACE and implement the plan through search, social media and email marketing to achieve your goals

Define investments in digital customer experience with an online value proposition that improves customer onboarding, growth, service and success.

Create a RACE Framework dashboard for digital reporting incorporating Google Analytics goals.

How is the Learning Path structured?

The Learning Path is separated into these topics and modules:

Topic 1 – Practical Strategy – Plan

Digital strategy success factors

Structure a plan using SOSTAC®

Structure a plan using the RACE Framework

Create a digital SWOT using RACE

Define audience personas

Assess audience customer journeys

Competitor benchmarking with RACE

Set digital marketing goals and objectives

Defining Google Analytics goals

Topic 2 – Practical Strategy – Reach

Review media performance

Select search marketing investments

Influencer marketing

Paid media investment

Define acquisition budget and plan

Create a digital marketing reporting dashboard

How to use campaign tracking in Google Analytics

Topic 3 – Practical Strategy – Act

Improve website customer journeys

Define data capture and profiling

Define content marketing strategy

Define landing pages

Define campaign budget

Define data capture and profiling

Define campaign timeline

Topic 4 – Practical Strategy – Convert

Set up email nurture and retargeting

Set up ad retargeting

Web personalization

Multichannel selling

Conversion optimization

Topic 5 – Practical Strategy – Engage

Customer onboarding and growth

Improve digital customer experience

Customer service and success

Use email to support marketing campaigns

Use social media to support marketing campaigns

Post-campaign review

Roles who will find this Learning Path useful

Company owners and directors working for smaller businesses

Managers responsible for increasing the contribution of digital channels in their organization, including Digital Director and digital marketing managers

Digital marketing managers or marketing executives or specialists responsible for email marketing

Consultants or agency account managers

Digital Marketing Statistics Sources To Inform Your Marketing Strategy

Our recommendations of the best global online marketing consumer adoption and marketing benchmark statistics

Online marketers love statistics about digital marketing. We do too since they enable us to use a more data-driven approach to inform our future investments. They allow us to review the growth in customer adoption of the latest digital platforms and technologies, make the business case for investment in marketing and allow us to benchmark our growth and performance against competitors.

From reviewing thousands of stats sources over the years, I’ve found that there are a very small number of quality online marketing statistics sites and sources which are updated at least annually and have a representative sample size from different countries. Here we share our experience of ten of the best, most reliable free and paid sources we use to update our benchmarks. Everyone has their favourites, but I thought it would be useful to share the ones that I go back to most often each week as I research the updates for Smart Insights members and readers of my books.

Recommended Smart Insights compilation blogs

Using these research sources and others we regularly update these compilations of benchmarks to enable readers to compare the effectiveness of their channels. We have recently updated them with the latest data for 2023:

Top 10 sites for your next digital marketing stats 1. Datareportal

Datareportal Global Insights is at number one since this is the best free compilation offering both a global overview and data on consumer online adoption in each country. It uses some of the other sources in this list such as GWI.  It is usually updated at the start of the year and in April. As well as insight on adoption of different devices it also has data on buyer behaviour which is useful for seeing how consumer buyer behaviour changes.

The Datareportal data is informed by the ITU – International Telcoms Union data for each country.  ITU is THE global and by country source with the biggest sample size for the big picture of digital device usage and trends by continent and use of fixed and mobile broadband access by country per 100 people.

2. Global use of social media sites and devices – Global WebIndex

Global Web Index is a paid service giving insights on consumer use of social network sites globally and different countries from its own panel of 18 million (which it claims to be the largest worldwide), but it regularly features very specific social media stats on its blog.

3. For benchmarking sites within a sector for sources – Similar Web

SimilarWeb is a freemium tool for benchmarking the number of visits to sites and mobile app usage. It shows traffic sources for individual sites (good for student projects) with categories and keywords for businesses in the paid Pro version.

4. Consumer media use in individual countries – comScore

For detailed insights of consumer Internet usage and ad spend by country, The comScore press releases summarising its panel data is one of the best sources of the latest stats releases.

See our Mobile marketing statistics research compilation for the latest data on smartphone adoption growth.

5. European Union Marketing Statistics

The EU statistics site Eurostat is the best source for overall European use of digital technology and in individual countries. The Information Society page is the best starting point.

6. Best UK source for consumer Internet usage statistics – OfCom

The Office of Communication Communications Market Report statistics has in-depth reports on the adoption of digital media including telecommunications and the Internet including the adoption of digital devices and telecoms networks for accessing digital and social media. They often combine data from other paid services such as comScore and the IAB.

7. UK National Statistics and consumer trends

The UK Government Office of National Statistics (ONS) site is an alternative source for tracking trends and innovation in your industry. Since there is no themed area on Internet use any longer, we recommend starting your search in the ‘Internet access’ or ‘E-commerce’ areas.

Keep up to date with the latest trends and marketing case studies in your sector. Smart Insights Business Members have access to hundreds of guides and reports to inform their marketing strategy and win more customers. Get started today.

8. US digital marketing statistics – Marketing Charts and Pew Internet

Marketing Charts is a long-standing aggregator of information about consumer and business adoption of technologies and approaches. Care has to be taken of sample sizes and it tends to focus on US data – it’s rare for it to include any of the sources above.

It often features Pew Internet Statistics which is one of the best sources for the latest statistics on how Americans use digital media and technology.

9. eMarketer 10 Ad Spend and media investment – IAB Research Alternative digital marketing stats sources

We will keep this list updated as sources change. Here are some that were formerly useful, but where less digital marketing research tends to be shared today:

Social Media Marketing Online Training Course

Social Media Marketing Learning Path Use a strategic, data-driven approach to improve the effectiveness of your social media marketing activities How will this Learning Path help me and my business?

This structured e-learning activity will help you or your team use a more structured approach to managing and optimizing social media as a strategic communications technique. Examples and benchmarks are discussed from the main social networks including Facebook, Instagram, LinkedIn and Twitter.

What is a Learning Path?

Smart Insight’s Learning Paths are our unique interactive online training courses which explain concepts, give examples and test understanding.

We appreciate finding time for skills development is a challenge, and so Learning Paths enables training to be bite-sized, engaging and results orientated since they integrate with our templates to plan, manage and optimize your marketing.

Unlike many online e-learning courses, each module is self-contained, so you can rapidly/quickly access guidance to improve the effectiveness of the marketing activities you are working on right now. Common modules are shared between Learning Paths to avoid duplication of learning material. You can also complete the full Learning Path to earn a CPDSO certification.

As you work through each topic, we recommend and explain the most relevant member resources, so you can download templates to plan, manage and optimize improvements to your website.

Accredited learning activities with the Continuing Professional Development Standards Office (CPDSO)

Each Smart Insights Learning Path has been independently assessed and accredited by the CPD Standards Office, so you can be confident that the quality of the learning and assessment experience has been audited and recognized for its quality.

Development Objective

Members who successfully complete this Learning Path have the ability to manage and optimize the strategic implementation of social media platforms for marketing communications.

Once you have completed a Learning Path, send an email to [email protected] to request your CPD certificate.

Learning Objectives

Identify the benefits of a more planned approach to social media marketing then design and implement a social media plan.

Review the effectiveness of your social media marketing against benchmarks and other organizations then identify improvements to how your social media marketing is managed.

Structure a social media strategy to improve customer lifecycle communications that translates into practical actions and improves your goals.

Review the requirements and features of tools for social listening and put in place a reputation management process to respond to complaints or customer service requests.

Identify how to improve your approach to optimizing the effectiveness of your social platforms, both organic and paid, by reviewing your company page to enhance its effectiveness and defining methods to increase follower engagement through optimizing content for each social channel.

Understand different types of insights you can present in a monthly social media report including the business contribution of social media using reports available in Google Analytics including comparing the follower growth and engagement for your company pages on different social networks

How is the Learning Path structured?

The Learning Path is separated into these topics and modules:

Topic 1 – Discover social media opportunities

A planned approach to social media marketing

Audit social media marketing activities

Learn the latest social media developments

Set social media goals

Topic 2 – Planning and governance of social media

Create a social media strategy

Social listening

Customer service and success

Influencer marketing

Topic 3 – Practical social media marketing

Optimize your organic TikTok marketing

Optimize your organic Instagram marketing

Optimize your organic Facebook marketing

Optimize your organic LinkedIn marketing

Using social media to support a marketing campaign

Using social media to amplify linkbait

Optimizing paid social media activity

Reporting on social media effectiveness

Roles who will find this Learning Path useful

Company owners and directors working for smaller businesses

Digital marketing managers, marketing executives or specialists responsible for social media marketing

Consultants or agency account managers

How To Create Successful Content Marketing Strategy? – Webnots

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7 Steps for Successful Content Marketing

There is no rubber-stamped route to content marketing strategy. However, there are frameworks that you can follow to get the best outline for your need. The following steps can prove useful in formulating a successful content marketing strategy.

1. Know Your Target

This is a crucial first step in formulating your content marketing strategy. Your target provides the direction for your content marketing. The way you define your target can determine if your strategy will be successful or not. A clear outline of your target provides you with the standard with which you measure your outcome.

2. Work on Content Nature

Just before you even think of creating the content you need, there is a need for you to determine the nature of your content. You have to decide the direction in which you are taking your content. For example, you decide on things like if your content should be informational, sales pitch, leading on your audience, etc. One thing that is recommendable about the type of content you are creating is to make it unique to you. Given the huge amount of content out there with more churning out every day. Uniqueness is vital to your brand. Do a cross-analysis of your content and that of your competitors and eliminate any trace of similarity in content as well as strategy.

3. Content Formation

Now, this part is the main attraction, and for the sake of your content marketing strategy success. It is important you get this part right. By now, you know your target and the nature of the content you want to create. Therefore, you need to get writing experts who can produce the exact content that fits into your content marketing strategy. During content creation, take note of the headline and ensure you craft an attention-grabbing headline. It is also crucial at this stage as it can make or break your campaign. Overall, align your content with your target.

4. Content Outreach

You need to start thinking of how to give your content a broad outreach through the right distribution channel. The wrong distribution channel could affect the success of your content marketing strategy. It is useless creating high-quality content with poor content outreach. Your distribution channel could be influential publications, high authority websites, social media, etc. Ensure you pick the right one that suits your overall strategy and target.

You can utilize various distribution channels.

Boost your content outreach through social media, press releases, etc.

Utilize your existing network to distribute your work or use the industry network.

The basic point is you need to invest as much time into content outreach as you did content formulation.

5. Evaluate Performance of Your Content

Once your content is out there, the work is not over yet. You need to evaluate your content performance by using tools like Google Analytics. You measure your content against the target you set earlier in your content marketing strategy. This will give you an idea if your content is measuring up to the set target or you should re-strategizes.

6. Enhance Strategy Through Data Collection

Collecting data is part of what makes your content marketing strategy successful. Through data collection, you can bring value to your readers by offering what might actually interest them. Data collection offers you an insight into your niche. You can collect data through a customer’s survey using tools like surveys, polls or even interviews. You can collect data from existing sources or start from scratch, whichever way you go will influence the success of your content marketing strategy.

7. SEO Additives

Talking of adding flavors to your content marketing strategy, there is no better flavor to add than SEO. After organizing a highly successful campaign and you have your content on every targeted site. It is essential to do follow-up for the sake of SEO, this is to ensure you get all the necessary SEO backlinks from your published content.

In order to get credit for your original content, it is essential to keep track of websites that publishes your content. You can use tools like Google alerts to get notifications about the sites that use your content. Once you discover sites that do not provide a backlink, simply notify them and most will be happy to oblige.


The recipe for a successful content marketing strategy is definitely not a single route. However, whichever route you want to take some fundamentals must not be ignored as we have mentioned and discussed above. Above all, have in mind your business and marketing aims and ensure your strategy from initiation to content distribution aligns with those aims. If you have a team then carry the rest of the team along so that you are on the same page. This ensures that their contribution tally with set goals in your content marketing strategy.

How To Create A Digital Marketing Strategy In 2023

Gone are the days when newspapers and billboards were considered the most effective ways for Brand Promotions. Today’s world is completely digitalized. Digital Marketing has become a need of the moment for all businesses. Competition is increasing day by day. Everybody wants to know about the best Digital Marketing Strategy for Brand Awareness.

As a business owner, it must be very tough for you to decide. Which should you focus more on- PPC or SEO or both? How are you planning to optimize your site for a perfect user experience? What about Social Media channels? These are some of the confusions that businesses face daily.

The primary struggle is where to start, and because of this, many businesses end up not starting it at all; further missing the opportunity to win. The best way to overcome this fear is to create a Digital Marketing strategy for e-commerce brand awareness.

Do you remember the saying, Roam was not built overnight? Do you agree if I say, Roam was not built without a plan too?

What is a Digital Marketing Strategy?

A Digital Marketing Strategy is a sequence of actions that can help your business achieve its marketing goals through a proper plan for selected Digital Marketing channels.

Before coming up with a Digital Brand Strategy, you should consider these two questions first.

Is the current plan working?

What is the main intention of creating a new Digital Marketing Strategy?

Here is an outline of what you need to have in your Digital Marketing Strategy for 2023

Set a clear business goal: Think long-term (1-year minimum), and then scale it to half-yearly, quarterly, monthly, and so on.

Determine KPIs (Key Performance Indicators): How will you get to know that you have met your Digital Marketing goals? You need to be realistic here, and the answer may vary. For example, expecting your new Content Writer to work on six high-quality 2,000-word articles per day is tough to achieve.

Create a Digital Marketing Plan: You need to get an idea about which online tool you are going to use and how.

Execute Your Strategy: Implement your goals consistently using your strategy and keep monitoring your progress.

Analyze the Results: You need to analyze now things like what worked well for your business, what changes need to be made, and so on.

Digital Marketing Strategy for Any Brand in 2023

Now that you have got an idea about what Digital Marketing is and what it looks like, here are the steps to follow to create a Digital Marketing Strategy for brand awareness.

1. Evaluate Existing Digital Channels and Assets

Before creating a Digital brand strategy, you should first get a picture of all your Digital Marketing assets and channels. This will save you from an overwhelming situation in the future. You can look into owned, earned, and paid media structures to categorize and classify the channels or assets that you are going to use extensively.

2. Evaluate Your Past and Learn from the Mistakes

When you are serious about your goals, you cannot just plan in the dark. You need to evaluate the past failures and successes that you used in your previous Digital Brand Strategy. It will help you focus more on setting up the best KPIs (Key Performance Indicators) for your business.

A strategy without goals simply doesn’t work. So, you need to define your goals first. Every professional marketer understands how important is this stage.

Make sure that your goal follows the SMART formula

Specific: Vague goals do not work. So, you need to be specific.

Measurable: If the goals are not measured, you will not know whether you are achieving them or not.

Attainable: The goal should be challenging but at the same time attainable too

Realistic: If you set your goals too high for your standard, you may jump into failure soon. This is similar to Confidence is good, but over-confidence is not.

Timely: You need to set a deadline for the project or the campaign or any such.

Weak Marketing Goal Example

“There should be an increase in the conversions by next year and create three promotional offers.” What is wrong with this? You need to set measurable goals. How are you going to evaluate progress with this goal?

How to Modify It?

“There should be at least a 20% increase in the conversions in the first quarter of this year and need to create three promotional offers. I need to publish two books in May and June 2023 respectively.”Now the progress is measurable.

4. Define Budget

Setting a budget is as important as setting goals. Many marketers overlook this stage. You are going to spend money at almost every stage of the funnel. So, you need to have your budget well planned.

5. Understand the Digital Sales Funnel

Before developing your Digital Brand Strategy, you need to have a clear understanding ofan important concept, the Digital Sales Funnel. It includes various steps that your buyer moves through to reach up to the purchasing point.

The stages include

Stage1 – Awareness: Create awareness about your product or brand for the first time

Stage 2– Interest: Generate interest in your product or service by letting them know what benefits they get.

Stage 3 – Desire: Now, you need to create a desire through an emotional trigger, letting them get an idea about your brand personality. Here, you are moving the user from ‘Liking It’ to ‘Wanting It’.

Stage 4 – Action: Finally, you need to create a Call to Action (CTA). Here, you will encourage the user to take action like Buy Now, Download the Brochure, Call Now, Join Our Newsletter, Chat Now, and so on.

6. Create a Buyer Persona

You have understood how the stages in the funnel work for your buyer. But who is your buyer? Remember, if you are considering everyone as your buyer, you are going to have nobody as your buyer. To know who your buyer is, you need to create a buyer persona.

What is a Buyer Persona?

A buyer persona is nothing but an imaginary profile of your target customer you are going to create based on research. It describes your ideal customer, their demographics, interests, needs, challenges they face, purchase goals, how they make decisions, and so on.

Why Is It Important to Have a Buyer Persona?

Whenever you plan personalized Digital Marketing campaigns for those buyer personas, you can see a high quantity of potential buyers.

How to Create a Buyer Persona?

It is very simple. You can simply give an educated guess on how your potential buyer would be. Or, you can create a Buyer Persona form and ask your existing customers to fill it. Once you get the results, analyze the maximum relevancy of the people who are making purchases from you such as their – age, gender, highest qualification, job, where they live, and so on.

Give him or her an imaginary name. So, finally, you have created a buyer persona. So, next time onwards whenever you are planning to create a service or product or a campaign to reach your potential customer, think about this persona. It brings you more successful results.

You can even get a free template online to define your audience or buyer persona.

Example: Buyer specific needs to be very specific. You cannot just say “Young Moms”. It would be more like, “A super mom, Linda, age between 29 and 35, with at least one kid above the age of seven, who goes with a middle-class budget and lives in a rented flat.

7. Find Out Where to Find Users at All Funnel Stages

Finally, you have got an understanding of who your target audience is, so what next? You should know where and how to reach them. You need to research your analytics and then cross-verify the results with your buyer persona.

For example, let’s assume that you are running a Home Renovation company. You take care of everything from fixing water-damaged floors to building their dream kitchen. Here, you can expect diverse audiences at different stages of the sales funnel who are trying to reach you.

Here are some of the possible scenarios.

Someone who has been planning a royal and expensive-looking bathroom remodeling for a long time. They have discovered you through a specific phrase “bathroom remodeling ideas”. If they can find relevant pictures on your blog, there is a chance of them hiring you.

Someone’s house was flooded due to a leaky pipe, and he started looking for the right person to fix the flooring. The best bet to reach such consumers is through Google Ads because they would search for such services on Google.

Someone has a run-down bathtub but doesn’t have a budget to fix it. Now you have got their attention through your Facebook Ad that shows how affordable your services are.

So, that is how you reach your target customer.

8. Implement Specific Guidelines to Reach Your Goals

You have got an idea about how mixed your audience could be, and where and how they might react.  Now, it’s time to tie everything together to create specific guidelines that can help you reach your goals on a clear path.

Some of them include:

Place lead magnets and lead generation widgets on the sides of all your blog posts. Additionally, place a CTA at the end of each post to help your target buyer reach you.

Share influencer content on your Social Media channels so that you can build your brand awareness and increase your visibility in the market.

Encourage testimonials and reviews with emails or on your Google Business page. It helps in your local SEO score.

Again, you need to be specific about what your goal is and plan things accordingly. The above is mentioned just to give you an idea.

9. Determine Digital Marketing Channels

You cannot use all the platforms for all your goals. To increase your brand awareness, you can use different Digital Marketing channels according to your goal. You can promote the content too on a specific platform considering the frequency of your audience.

Initially, you may find it difficult to decide which channel to use for what. Here is the list of 6 Digital Marketing channels that any business can make use of:

Choose SEO and Content Marketing to help you generate traffic to your website.

Choose Social Media Marketing to find diverse groups of audiences that use Social Media frequently.

Choose Google AdWords offers to-measure tools as well as budgeting options that help you stay balanced with your Digital Marketing goals.

Choose Email Lists to engage your users and gain action from them, usually within a given time frame.

Choose affiliate marketing when you don’t have enough time or manpower to market your products online.

So, assess your requirements first and plan accordingly. Focusing on two or three channels maximum creates wonders than trying to be master on all the channels.

10. Do Keyword Research and Analysis for SEO and PPC

If you are planning to rank higher either organically or through paid campaigns, you need to have your Keyword Research ready first. In simple terms, a keyword is a word or set of words users use in the search box of a search engine to find relevant results.

Nowadays, there are lots of tools available online such as Uber Suggest, Answer The Public, Keyword Planning, and more to help you with keyword research. You can also take the help of the Google Search bar auto-suggestion feature.

11. Content Creation

What is Content? Everything we consume like Tweets, Feeds, Videos, Blog Posts, Stories, Images and all is Content. Here is the plan on how to build content that suits your Digital Marketing plan.

Research: Go and find where your ideal audiences are, and research and analyze the types of content they are looking for.

Brainstorm: Generate a list of ideas from your research. Now, look into your competitor’s content. You can make use of tools like Ahrefs and Buzzsumo.

Conduct Content Research: Search for trends, reports, videos, white papers, images or any other relevant information that can support your topic.

Plan: Find out how and where you want to use the content. A video to post on youtube? Infographic or article to post on your blog? Record a podcast? Or something else? Decide on the plan.

Headline: Create a headline that grabs the user’s attention instantly. The same applies to hashtags too.

Create: Now create the actual content by going through the content you got through your research as well as by using your ideas or knowledge on the topic.

Review: Review the content by yourself first, and then ask your friend or colleagues to help you with that.

Implement and Asses: Present the content to the target audience through your blog, YouTube channel, Social Media feed, or whatever and see how their feedback is. Make changes accordingly or implement the changes in the next content.

Why is this important?

You will become an authority as your audience will start considering you as an expert in your industry. You will also start gaining trust as an authority.

12. Content Repurposing

The different audience has different needs and styles. Some may like to read while some may like to watch it as a video. So, the basic idea of Content Repurposing is using the same content in different formats. You can create a blog of the same content to post on your blog, convert it into a video upload on YouTube, and upload the podcast for those who love to listen.

It is always suggested to repurpose your popular content to expand your audience base and offer them alternative channels to stay connected with your content.

More Content Repurposing Options

If you are interviewing an expert, you can compile all the insights shared, into an eBook.

Either you can convert PowerPoint presentations into videos or embed them simply and post them on your blog.

You can create tutorials from a series of your old posts.

Create checklists from webinars, videos, or long-form content.

13. Co-Create Content

Creating content is no more a 1-way journey anymore. Of course, it’s an art too.  Welcoming users to create content with you is an alternative approach to brand loyalty.

Invite your customers to share their memories that connect to your product or service.

Create a campaign encouraging your existing users to showcase your product uniquely.

Invite your Social Media followers to share pictorial or lyrical or visual expressions of your product, and compile the whole data into an ad.

UGC (User Generated Content) is the best way to understand what your audiences are craving from you. Reviews and recommendations from your existing customers hugely influence consumer behavior.

14. Content Sharing

When it comes to reaching your target audience, you cannot ignore the Content Sharing opportunity. You can incorporate Content Sharing into your marketing plan in different ways as follows.

Blog Posts

Add social sharing buttons on your website or blog.

Social Media Sharing

Make it a habit to schedule your posts to appear on selected platforms

Create share-worthy content using publishing software or apps


Send emails to your subscribers regularly. However, make sure it is either informative or useful for them. The content should be so compelling that they would keep forwarding the mail.

15. Establish Profitable Traffic Sources

Most of the sites receive traffic from different sources as there are so many channels today through which one can access a website. Fortunately, you can use Google Analytics to establish how your consumers arrived on a specific page on your website. Here are some of the different traffic sources.

Organic Traffic: Search Engines like Bing and Google

Referral Traffic: Sources outside search engines such as a backlink from another website

Social Media Traffic: Platforms like Twitter, Instagram, and Facebook.

Paid Search Traffic: Search Engine Ads

Email Traffic: Email Marketing Campaign

Direct Traffic: Website URL

You can log into Google Analytics and go to Behavior, then choose whether you want to view all the traffic or specific source.

By analyzing traffic, you will get an idea of which one is working well or which source you need to focus on.

16. Improve User Experience

Online or offline, customer satisfaction should be one of the primary goals.


Install chatbots on your Website, Facebook Messenger, WhatsApp Business, and wherever possible. They save you a lot of money by avoiding the need for more staff. You will save time too. Chatbots are becoming more human-friendly day by day. Consumers love the personalized and unbiased attention they Get through Chatbots.  The best part about chatbots is, they respond 24/7.

Private Messaging Apps

WhatsApp, Viber, and WeChat are some of the popular brands in private messaging services. They help your consumers for – chatting, shopping, or communication. Their reach is too high and expected to grow more in the coming years. So, install them according to your requirements.

Social Media Channels

Social Media is still evolving. There may be a replacement for the platforms, but social Media is not going to die soon. So, make sure you are making proper use of Social Media and understanding all the features associated. Showcase your storytelling and creativity and create a brand impression among your users.

Respond to their queries either through automation or manually, but make sure you are not ignoring them. It can highly impact your business.

17. Monitor and Measure Digital Marketing Plans

When you want to monitor and measure your Digital Marketing plans, make sure to divide them into two categories

Buzz: Retweets, Likes, and Shares

While the buzz is important, the impact should be considered more. But, how to measure the impact? You can measure it with the level of engagement they are creating.

Comments and the conversations generated from your content

Email list metrics

Visitors’ path to your website

Visitors engagement on your website

18. Keep Searching for Opportunities

Everything moves fast here in Digital Marketing. To remain up-to-date with the changes, you should never stop searching for new opportunities.

For instance, according to the recent changes, the ongoing opportunities are:

LinkedIn for B2B marketing requirements

Facebook for larger companies with a good number of Digital Marketers

Snapchat for quit updates

Instagram for those businesses that can attract customers with their product display from time to time.

19. Troubleshoot Digital Marketing Strategy 2023

Now that you are following everything as per the strategy. But, there are a few things that are learned through practice and experiences. Your strategy doesn’t need to be working exactly as per the plan. There will be times when you need to revamp your strategy or fix a part of it.

So, keep evaluating it from time to time, to understand how your strategy is working. It can be tricky as there are usually multiple platforms, campaigns, and elements involved.

The whole point here, for instance, it doesn’t matter if your blog post was shared 2,000 times in a day, but you didn’t get even a single lead or a sale. You can set up and review analytics on almost all platforms. Accordingly, you can troubleshoot your plan wherever necessary.

Final Words

If you are looking to learn digital marketing, check out the online and offline courses offered by Digital Scholar, India’s premium digital marketing training institute. At Digital Scholar, we adopt the agency-based training methodology, providing students with on-field, real-time experience.

Having a Digital Marketing strategy for brand awareness is essential. Though it may seem very tempting to get into every platform you see, you should figure out whether or not that platform works for your Digital Marketing goals.

For instance, if you are a Toys retailer, you should not waste your time on LinkedIn. You should try Facebook and Instagram more.

Overall, without a Digital Marketing Strategy for 2023, you will not be able to see effective results, because, without a strategy, you do not have a proper idea of which platforms to use, what to post, whom to focus on, and so on. With the right digital Brand Strategy, you will see great success. Obviously, that is the last thing you would want to experience with all the money and time you have invested.


1. How do I begin creating a digital marketing strategy for my brand in 2023?

2. What are the key components of a successful digital marketing strategy?

A successful digital marketing strategy includes a clear understanding of your target audience, a strong online presence through various channels, a consistent and cohesive brand message, engaging and relevant content, effective use of data and analytics, and a focus on continuous improvement and adaptation.

3. How do I measure the success of my digital marketing strategy?

4. What role does content marketing play in a digital marketing strategy?

Content marketing is a crucial component of a successful digital marketing strategy. It involves creating and distributing valuable and relevant content to attract and engage a target audience, ultimately driving profitable customer action. Content marketing can take many forms, including blog posts, videos, infographics, and social media posts.

5. How often should I review and adjust my brand’s digital marketing strategy in 2023?

It’s essential to regularly review and adjust your brand’s digital marketing strategy in 2023 to ensure it remains effective and relevant. You may need to adjust monthly, quarterly, or annually depending on your goals and objectives. Regular monitoring of key performance indicators, ongoing market research, and keeping up with industry trends can help you stay ahead of the competition and maintain a successful digital marketing strategy.

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