You are probably wondering how you can build an effective digital marketing strategy that works. Well, in this article, we’ll explain more about digital strategy that you can apply to your business.
But first, before we go deeper into the strategy, let’s explain some of the basics. This will help you understand exactly what you need to do from the get-go.
What is Digital Marketing?
Digital marketing is the use of digital technology to promote businesses or increase product awareness through electronic devices such as:
- Mobile phones
- Television
- Billboards
- The Internet
While internet marketing (aka online marketing) focuses strictly on internet-based promotions, digital marketing covers all electronic channels, including but not limited to the internet.
💡 Did you know? Digital marketing existed before the web! It started with television and electronic billboards long before Tim Berners-Lee invented the World Wide Web.
Related: What is SEO and how it works
Mobile Marketing
Caption: Mobile devices are powerful digital marketing tools.
This is one of the most common marketing techniques today due to the explosion in mobile usage.
Benefits of Mobile Marketing:
- Sends SMS/MMS to a wide audience at a low cost
- Reaches people of all age groups
- SMS open rates are significantly high
- Compatible with mobile SEO strategies
Tips:
- Make sure your website is mobile-friendly
- Use tools to apply mobile SEO best practices
Digital Television Marketing
Caption: TV advertising still plays a major role in digital outreach.
Digital TV marketing is a form of outbound marketing. It’s a powerful tool for small businesses aiming to target local or national audiences.
Key Considerations:
- You control the timing and content of your ads
- Prime time = best reach
- Budget varies by broadcaster and target audience
🔍 Pro Tip: Always calculate ROI (Return on Investment) before booking a TV ad slot.
Electronic Billboards or Screens
Caption: High-traffic areas are ideal for digital billboards.
These work similarly to TV ads but are placed in strategic locations:
- Highways
- Subways
- Train stations
- Shopping malls
Advantages:
- Great visibility
- Immediate attention
- Builds strong brand awareness
You can also hire a local digital marketing agency to handle this for you.
How Does the Internet Play a Part in Digital Marketing?
The internet is the backbone of modern digital marketing.
Common Online Channels:
- Email marketing
- Social media
- SEO (Search Engine Optimization)
- PPC (Pay Per Click)
📊 With tools like Google Analytics, you can track traffic sources, devices, user behavior, and more.
Websites and Blogs
Caption: A blog gives your business a voice online.
Every small business should have a professional website. Your site is your online storefront.
Why Websites Matter:
- Showcase your products/services
- Build trust and credibility
- Share content via a blog (content marketing)
- Track performance using analytics tools
Learn more: How to start a blog for your business
Email Marketing
Caption: Email remains one of the most powerful direct marketing tools.
There are nearly 5 billion email accounts worldwide. Email marketing is ideal for:
- Building a customer list
- Sending personalized messages
- Promoting offers or blog content
- Tracking click-through rates and opens
Pros:
- Cost-effective
- Easy personalization
- Works across devices
Cons:
- May end up in spam folders
- Requires user permission (opt-ins)
- Lower open rates compared to other formats
Make sure your emails comply with data privacy laws like GDPR and local spam regulations.
Social Media Marketing
Caption: Use social media to grow your business visibility and engagement.
Social media platforms are goldmines for small business marketing. Platforms like:
- Twitter (X)
… offer paid ad options starting as low as $5 per day.
Key Tips:
- Assign a social media manager
- Create engaging posts and campaigns
- Target based on user demographics and interests
- Align with your social media strategy
Related: Top free tools for social media marketers
Search Engine Marketing (SEM)
Caption: SEM includes both SEO and paid search like Google Ads.
Search Engine Marketing includes:
- SEO (Search Engine Optimization) – for organic traffic
- PPC (Pay Per Click) – for paid search ads
SEO Benefits:
- Free long-term traffic
- Builds authority
- Works well with content marketing
PPC Benefits:
- Instant traffic
- Highly targeted
- Works with any budget
Internal Link: How to write for SEO beginners
Online Banners or Media Buying
Caption: Banner ads appear on high-traffic blogs or websites.
This traditional method of online advertising still works when done right.
How It Works:
- Purchase ad space on websites
- Use images, animations, or text banners
- Choose from various sizes (125×125, 468×60, skyscraper, etc.)
Tips for Success:
- Partner with reputable media buy networks
- Track conversions and clicks
- Set daily or monthly ad budgets
Some popular platforms include BuySellAds and AdRoll.
The last four marketing strategies are the best internet marketing strategies that you can use to promote your business.
Final Thoughts
A strong digital marketing strategy combines both online and offline tactics. As a small business, don’t limit yourself to just one channel. Experiment with:
- Mobile and social
- Content and SEO
- Email and banners
- TV and billboard ads
🔗 Bonus Read: 20 Profitable Online Business Ideas to Start in 2025
By aligning these tactics with your business goals, you’ll see measurable results and sustainable growth.
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