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15 Step Guideline To Create Your Perfect Digital Marketing Strategy

15 Step Guideline To Create Your Perfect 2015 Digital Marketing Strategy

It’s the time of the year, when you should start thinking (again) about your digital marketing strategy.

As the weather starts to cool down, digital marketers’ brains just begin to warm up and think about the budget for the New Year. The million-dollar question is what are the best digital networks to invest into and what platforms should receive more exposure for 2015?

Malcolm X was quoted as saying; “The future belongs to those who prepare for it today.” If you are reading this article, you are likely a step ahead of the competition by staying sharp in news and trends in the online marketing field. By starting to think about the future of online marketing, you can plan out a successful digital marketing strategy for your business while staying a step ahead of the competition.

How to create your digital marketing strategy

The 15 step guideline for the perfect digital marketing strategy will provide you with a digital marketing blueprint for the upcoming year.

Jeff’s Bonus: Get my Perfect Digital Marketing Strategy Checklist that summarizes the techniques in this post, plus my 10 tips for increasing engagement on Facebook and my 6 tips for ranking higher in Google. Click here to get these bonuses sent to you.

Once the ball drops on New Years at midnight, you won’t drop the ball when it comes to digital marketing strategy.

1. Get started on Instagram

If you haven’t started an Instagram account for your business, what are you waiting for? The younger generation has flocked to this social media platform with over 700 million monthly active users . Advertisers are getting more of an opportunity to share their content through filtered photos. Instagram is one of the most natural ways to share content for your brand. It is better to be a step ahead of the game than 2 steps behind it.

2. Yahoo! Bing network

The average cost per click on Yahoo! Bing was 10% to 24% lower than on Google AdWords.  A lower cost per click can yield a lower cost per acquisition, which is the exact reason why you should start taking the search network seriously that receives 11.6% of the market share this upcoming year.

If you are in an expensive industry in the pay per click world like the legal profession, insurance industry or medical field, having a lower cost per click can help with a profitable PPC campaign.

3. Facebook lookalike audience

What exactly is a Facebook Lookalike Audience and how does it fit into your digital marketing strategy? According to Facebook, Lookalike audiences let you reach new people who are likely to be interested in your business because they’re similar to a customer list you care about. When you use Custom Audiences, you can choose to create a lookalike audience that targets people who are similar to your Custom Audience list.

Let’s say you have an email marketing database over 5,000 contacts and are in the heating and cooling industry. You can upload this onto Facebook’s advertising platform and target the EXACT demographic similar to your existing customers! This is a neat feature that advertisers should at least test during the upcoming year.

4. Paid promotion on Facebook

Adding just $5.00 in promotion to selected Facebook posts will drastically increase your interaction. You’ll start to notice a major spike in communication when you boost your post for a small budget. With Facebook’s Edgerank Algorithm, the likelihood for a business to appear high in the news feed is less likely. This is why you should focus on posts that can yield the best results and boost them for a small budget.

5. Email marketing

If you are a business that only sends out one email blast per month, start doubling this number and send out at least two per month. Nordstrom sends out multiple email blasts EACH DAY! If you have compelling content that would be informative to the subscribers on your email list, tell them about it via email communications.

According to econsultancy.com, email marketing remains the best digital channel for ROI. Start strategizing heavily as to how you will make this part of your digital marketing strategy during the next year!

6. Twitter outreach

There has been a lot of frustration amongst marketers over all of the advertising that various social media channels are forcing businesses to partake in. Luckily, Twitter is still a great platform where you can grow your following organically. Start searching for hashtags within your industry and reaching out to users in this fashion. Compliment someone on Twitter about a blog post that they wrote. Begin asking questions related to your hashtag. The result will be more interaction and core following of people who are interested in your content! There is a reason why Twitter has nearly 1 billion registered users! Start reaching your target audience via tweets through the perfect Twitter outreach strategy.

7. Facebook re-marketing

If you are a social media marketer and have not taken advantage of display advertising on Facebook, you are missing an outstanding opportunity. Not only will this yield one of the highest return on investments for your clients, it will help with brand exposure, lead to better conversion rates and provide a flexible budget which will lead to a more effective strategy.

An apartment community in Columbus implemented beautiful graphics with relevant messaging for one of its apartment communities for Facebook re-marketing. When someone would drop off of their website and visit Facebook, this messaging would follow them around. This resulted in a 33% uptick in conversion for their Polaris Apartments community!

Start seeing an uptick in conversion by implementing a Facebook re-marketing strategy.

8. Better blogging

We like to refer to blog content as the match that starts the fire. When you write a compelling blog, it has the potential to rank well organically in the search engines. 80% of daily blog visits are new so this is a great driver of new website traffic! Additionally, a blog can serve as content for a Facebook and Twitter post as well as a teaser for an email marketing campaign. By creating better blog content, your web traffic will increase and your content will become more compelling

9. Google+ game plan

Google+ might not gain you that much interaction on your social media posts. This social media platform plays a crucial role in search engine optimization on the localized level, which makes this a must for marketers.

The more reviews you get, the more content you post onto your page and the more followers your obtain, the higher the likelihood that you will start ranking well for localized search terms.

10. YouTube videos

Did you know that Google owns YouTube? By implementing videos into your online marketing mix, you can start to get search engine exposure for the videos that you upload onto YouTube! There are a lot of great tricks to obtain more video SEO Exposure. Choosing a proper title tag, uploading a transcript and embedding the YouTube video are just some of the tricks for optimal SEO exposure. Online video should definitely be included in your digital marketing strategy as this form of rich media can be a game changer in terms of publicity for your company. People will interpret your YouTube videos that you are taking your marketing initiatives very seriously!

11. Compelling graphics

The more compelling your graphics are on various social media channels, the more interaction you will receive. If you have a graphic designer, start sending him or her over your social media calendar so they can help create beautiful imagery. All of us want to increase engagement and great pictures certainly help. If you don’t have a graphic designer, don’t worry; there are affordable sites that offer stock photography like BigStock.

12. Search engine optimization

Search Engine Optimization (SEO) leads have an average close rate of 14.6%, while outbound leads (such as cold calls or print advertising) have an average close rate of 1.7%. Having your website optimized for SEO is a necessity. By having an SEO strategy in place, you can increase your leads and grow your business for next year.

13. Content contribution

If you want your content to be seen by more eyeballs and gain more exposure, start contributing content to other blogs in similar fields. If you own an apartment community in Nashville, start writing for a local Nashville website that talks about the best activities around town. You will be seen as an expert in your city and this can help drive more traffic to your website. While people might not be looking for an apartment immediately, they will remember that you have invested time and effort into content within the community!

14. Digital PR

You can build off of the content contribution by implementing a Digital PR strategy. If you reach out to various media related websites and send them over a solid pitch, they might just write an article on your company or feature your CEO in a blog post.  The more people talking about your company, Tweeting about your business and mentioning your brand, the better exposure you will receive for the upcoming year.

15. Unique promotion:

Brainstorm a unique promotion that people will actually enjoy that can drive massive publicity for your company. Whether it is coming up with a user generated jingle contest or a photo upload promotion, entice your great fans on social media to interact with your brand in a clever way. If the promotion is a success, it will be one of the most talked about campaigns for your company.

Jeff’s Bonus: Get my Perfect Digital Marketing Strategy Checklist that summarizes the techniques in this post, plus my 10 tips for increasing engagement on Facebook and my 6 tips for ranking higher in Google. Click here to get these bonuses sent to you.

We don’t expect digital marketers to hit on each and every one of the 15 guidelines referenced above. Within the list, some of the suggestions are relatively new while others have been around for the past decade. If you incorporate some of the 15 Steps from our Guideline, you might just have the best digital marketing strategy yet!

Author Bio: Jason Parks is the Owner of The Media Captain, a Premier SEO Company. Follow @TheMediaCaptain on Twitter. 

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  • You list some great suggestions here Jason. I think Yahoo!/Bing are usually overlooked. Our recent campaigns on Twitter have cost $15 per conversion. As a lean start-up that is a huge cost.

    Thanks again!


  • Thank you for this great article. Will look into #7 seriously

  • Great post Jason.

    There’s no doubt we need to take Instagram seriously, among other stuff …

    The Yahoo! / Bing network is an interesting one. It’s something I’ll have a look into on the back of this.

    I definitely think there’s much more opportunity these days for even small budgets to succeed with paid channels.

    I actually wrote a beginners guide to Facebook advertising here – http://www.samsmarketingblog.com/advertise-on-facebook/

    It’s certainly something I’m going to be encouraging in the next 12 months!

    Thanks for an interesting post.

  • Great suggestions from you. Thank You, Jeff !

  • Great points on Facebook’s “custom audience” “lookalike audience” and “facebook remarketing”. This is something we’d like to implement heavily next year for our clients. I expect to receive at least a higher conversion rate from Facebook remarketing than Google’s regular remarketing campaigns.

    • billie

      Hi Elle, I know this is a year later… Did you implement your plan, and if so how did it go for you?

  • Thanks Jason! – Glad to hear you enjoyed the post and thanks very much for the social shares / inclusions.

    Let me know when you mention me again and I’ll happily share the favour back.

  • We keep it simple. If someone completes their account setup through Mokumax we consider that a conversion. Then from there we work on sharing the value of Mokumax with follow up emails. Typically it’s the last day of the major discount period when users convert to paying customers. As far as Facebook goes, we are purely a Twitter based tool so our audience is strictly Twitter users.

  • Good advise indeed. Facebook remarketing and lookalike are something I need to explore further. Not sure I agree with email marketing. In past it has been more headache than worth it.

    • Jason Parks


      Have you tested Facebook re-marketing or lookalike in 2015? I’d be eager to hear!

  • Wow, Jason, what a nice article. The most comprehensive post I have seen published on 2015 digital marketing strategy. I feel the next year we will see a mix breed of content marketing and social media marketing because social media is a right platform for marketers.

    • Jason Parks

      I’m glad you liked the article!

      In my opinion, too many brands don’t see an immediate return on investment with social and lose faith. Social is definitely the right platform for marketers, a solid strategy has to be put in-place though to reap the benefits.

  • I’ve seen so many go back and forth between Facebook paid advertising. With all the changes at Facebook and the limited budgets of small businesses, what’s the common consensus these days – yay or nay to paid Facebook?

    Irish smiles,

    • Jason Parks

      Hi Shannon,

      It depends what you are trying to accomplish from Facebook advertising. One thing I would recommend is boosting your blogs through Facebook. For just $5, I have been able to drive 200 new users to our blog.

  • Awesome post! As I was reading #15, it reminded me of an idea that we’ve been playing with. Jingles and contests are nice, but in our area, people really dig good works and we’ve been planning some kind of used sneakers or warm coats drive.

    • Jason Parks

      Hey Tracy,

      If you provide me with some more information on your line of work? It seems like used sneakers?

      I might be able to help you out with some memorable ideas for a campaign.

      Thank you for checking out the article.

  • Best 2015 forecast post i have read so far, good work..

    • Jason Parks

      Thank you Daniel! If you have implemented any of the 15 recommendations outlined in this article, I’d love to hear about it.

  • AndyNicx

    Good information about the digital marketing strategy and their actuals. A digital marketing agency must continually adapt to the changes.Especially the 3 areas where they has to invest is like the mobile, content and the measurements.That’s how the chances of users staying on your website will increase and ultimately keep them coming back to your site.Thankyou!!

    Andy Nicx,

  • Michael Townsend

    Great post. The key theme through all of those points is content. Whether it is informing your customer base or selling, it all revolves around good content and how you promote/sell that content through various channels.

    • Jason Parks


      At our agency, we always say that, “Content is King.”

      Great content is the backbone for all of our digital campaigns. Even for a PPC campaign, it is amazing how much improvement can be made to your performance when the landing page tells a captivating story and the ad text captures the users attention.

      Thanks for reading the article 🙂

  • Alex K. Joseph

    Good techniques and all of these techniques sounds really cool. Many people think we need to spend a lot of money to become successful in social networks, but that’s not true. Paid campaigns can be used as a boost, but creativity and other consistent marketing efforts do really get paid at the end.


    • Jason Parks


      What a great response. I couldn’t agree with you more. A large budget will not necessarily result in a successful campaign. Creativity is what will drive the success, even with a limited budget.

  • Jason Parks


    Unique promotion certainly does require creativity, especially when you are working with clients across all industries.

    Sales books have actually provided me with some of the my best creative ideas for digital campaigns.

    At the end of the day, sales, marketing and promotion are all interconnected.

  • Pillion Mac

    Facebook also introduces Product Listing Ads (PLA Ads) under Re-Marketing which is also one of the good boost for Digital Marketing.

  • We are currently using 11 out of your 15 strategies. We’re not using instagram, bing network, Facebook lookalike audience and compelling graphics. It is my first time hearing about Facebook lookalike audience but it is sounds interesting so i think i am going to research on this.

  • wow.. this a great article.. i will try your suggestion.. thank you so much..
    Kukuh – http://www.niceforkids.com

  • Now it’s time to get digital marketing for your blogs in order to get high ranking because social media and conversion optimization are the big factors for capturing traffic. Thanks a lot for sharing this.

  • Very helpful, thanks!

  • Marketing Sweet

    Great tips Jason! I think Instagram is really the way to go for digital marketing strategies. Instagram users tend to be more engaged as the newsfeed looks great considering every upload requires a photo or video.

  • rkinfo

    We include our business in the digital age requires a lot of work, since any plan like this for your company needs a strategy. Currently any company should have a presence on social networks, web or blog,
    why ?, because the networks simply shorten distances and so everyone knows what your company is doing, how it does and how well it does.

  • Hello Jason,

    Nice article you shared here. Really I don’t know that how to set up Paid Facebook promotion? Please tell me proper answer here. Thanks in advance.

  • iqraarif

    Great tips,

    An effectual digital plan will help you get the accurate
    decisions to build a corporation successful online. A strategy procedure
    model provides a structure that gives a rational series to follow to make
    sure enclosure of all key behavior of strategy development and execution.

    Marketing Solutions

  • Isha Azan

    Thanks for improving my knowledge with this informative article.
    digital marketing company in thrissur

  • I think that advertising with Gmail ads, as well as on Reddit and Stumbleupon, offer unique opportunities that most brands neglect.

  • I personally think Facebook re-marketing is a standout amongst the best approaches to essentially scale up your social media effort without altogether scaling up your marketing spend. Thanks for writing such an informative article.

  • saad anwar

    Needless to say in today’s challenging market scenario, digital marketing for businesses has become a pre-requisite without which we cannot think of staying on the top.

  • Pravin Gupta

    This is good point out and add information about Digital Marketing Areas … Facebooks Re-marketing and Google Algo Point Out a Look Visitor and impression ….. THX

  • Great list of digital marketing tips! This was very very helpful…Looking to learn a lot more