Step-by-Step Guide to Building an Integrated Digital Marketing Strategy

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A perfect digital marketing strategy is a combination of many things, social media, email marketing, ads, SEO, among others. As a marketer or business owner, you should be aware of the different marketing tools available to you and how to utilise them for the maximum benefit.

Only by using different marketing channels, you can test and find the one that best fits your business marketing campaign. Moreover, you may always need to use more than one marketing channel when trying to find and woo customers of different types. Even if your business focuses on a particular industry, your customers may exist and can be targeted on multiple platforms.

Digital marketing works best when multiple techniques are combined to form one, powerful strategy. If used properly, an integrated digital strategy can work wonders to help grow your online business and get more leads/sales for your website.

Wondering how to do that?

This is where a professional and expert digital agency can help you.

What is Digital Marketing?

Digital Marketing is the use of various internet-based resources, tools & technologies to promote your services and/or products online. There are various components of a digital marketing strategy, including the target devices, platforms/channels, technologies, among others. A perfect digital strategy will combine different techniques for the best results.

Digital Marketing Strategies To Promote Your Online Education

Following are the top and most common digital marketing techniques of all time:

  1. SEO (Search Engine Optimisation)
  2. Search Engine Marketing (Paid Advertising)
  3. Local Search Marketing
  4. Content Marketing
  5. Social Media Marketing
  6. Remarketing
  7. Conversion Rate Optimisation (CRO)
  8. Email Marketing
  9. Technical (Website) Optimisation
  10. Influencer Marketing
  11. Video Marketing

An ideal digital strategy will combine most of the above marketing tactics, if not all. For example, paid advertising works best when combined with SEO to keep the traffic coming from both paid and organic search results and maintain a healthy marketing budget. At the same time, your SEO efforts are incomplete without technical optimisation of the target website.

This is how your integrated digital marketing strategy should be made. To know more, visit

Let’s now talk about the process of building a rock-solid digital marketing strategy for your business that can help you convert most of the leads/traffic coming to your website.

Know Your Marketing Goals

Before starting out, get a clearer idea of what exactly it is you want to achieve through your marketing campaigns. Are you looking for more leads, or do you want your website visitors to turn into customers (more conversions)? Or maybe you just want to build awareness and a healthy reputation for your brand in the market.


Your selection of digital marketing techniques and platforms will largely depend on your marketing goals. So, think carefully and create a list of your goals.

Learn about the Customer Journey

Rarely a customer would buy from you on the very first go. They might see your ad on Facebook, start exploring your services, ask around for reviews, search for and check out competitors, before finally buying from you, if they like what you offer. In short, a potential customer will probably interact with a new brand in many ways before converting.

customer journey

Studying and understanding the customer journey, from the very first time they come to know about your business to the instant they make a purchase is a wonderful way to figure out the types of marketing techniques you may need to use to woo your customers at different stages of their buying journey.

Whether your customers are the most active on Instagram or any other social media, are they using Google to search for you, did they visit your website but didn’t buy – study all these points and things to understand what makes your customers tick, and use all of it when preparing your digital marketing strategy.

Study Your Target Audience

Before you can hope to sell anything to anyone, you must have a pretty good idea of what a target customer actually wants and whether he/she is genuinely interested in your product or service.

Understanding your target audience is important not just to create a relevant marketing strategy in line with the interests of your customers but also to be able to improve your product/service to meet the expectations of your audience.

Research and get to know your target audience through sources like online discussions, Google search, reviews, social media, analytics, and word of mouth. Analyse what your customers are saying about your brand, products, etc. Communicate with your customers directly on social media or via email to know about them, their preferences, expectations, etc.

Then use this data to prepare your digital strategy and optimize your email, ad and content marketing campaigns for more efficient results.

Make sure that your brand strategy is inspired by what your customers actually want and need, and not what you think they want.

Choose the Right Channel/s

While your potential customers may be found on a variety of online channels, including search, social media, forums, etc., not all of these channels will promote conversion. For instance, social media platforms are more effective for businesses looking for exposure and brand awareness, while Google is the best way to drive direct traffic to your site.

Choose the Right Channel/s

Studying different marketing channels will enable you to identify the best channel or platform that can help you convert most of your leads to sales.

Depending on your business type and goals, it might be social media, paid advertising, email marketing, content (guest posting), or something else, and you may have to try out multiple options in order to find the one/s that best fits your needs. Then, use it as a starting point to craft your perfect social media strategy.

Content for Marketing

When trying to promote a product/service or announcing the launch of a new item, content is your best companion to get the message out in the world. You want to write relevant and informative articles and post on social media letting more and more people know about your launch and be aware of it.

What’s the purpose of it?

Well, among other things, one great purpose that your content serves is to create engagement and raise awareness. Most often people won’t even know that they might need your product or service. So, you need to use content to tell them all about it and why it would be beneficial for them.

Instead of sending out the same message to hundreds of clients, try a more personalised approach and target individual customers with curated content based on their specific needs and expectations, telling them about your product and how it is related to them.

Content is a very crucial part of your digital marketing campaign. It’s everywhere, in your ads, emails, social posts, articles and landing pages. Make sure that it’s all connected and works towards the same goal of moving the customer ahead in the sales funnel.

Tracking Your Campaigns

Once your digital marketing campaign is done and launched, the next thing you need to do is track the performance.

Tracking Your Campaigns

Digital Marketing isn’t something you can just switch on and forget. It’s equally important to keep a constant track of your campaign performance, track results and optimize things as and when needed.

You can use tools like Google Analytics, Ahrefs, Google Adwords, Facebook Pixel, etc. to track and analyse your digital campaigns for ROI in terms of traffic, leads and sales you’re getting.

Optimize Your Digital Strategy

Based on the data you receive from your analytics and tracking tools, you need to optimize your strategy to improve performance with the hope to get better results moving forward.

As important it is to measure and analyse your campaign performance, it’s more important to take timely action on the data and adjust your strategies according to the feedback if you want to continue growing.

For example, Google Analytics can tell you a lot about the kind of customers your business has, the keywords they use to search your product/service in Google, their locations, devices they’re using, and more. You can use all this data to improve your digital strategy to be more customer-centric and inspired to bring results. That’s the only way to ensure long-lasting success for your online business.


An integrated digital marketing strategy should be made through deep research of the industry and target audience and must combine different marketing techniques like email marketing, content, social media, and more for optimum results. Like any good thing, it may take time and work on your part, but the end results will certainly be worth it.

If you have no experience in digital marketing or no time to do it yourself, outsource your needs to an expert team of marketers at Proven Digital. Having years of experience and a results-driven approach to building digital strategies, we can help you with whatever your business marketing goals are. Contact Us to know more about our digital marketing services, qualification and team. Schedule a free 15-minute meeting with one of our digital experts to solve your concerns and tell you exactly how we can help optimize your online marketing campaign for better and stronger results.

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