What is a Digital Marketing Strategy and How Do You Create One?

In today’s digital world, having a clear and effective digital marketing strategy is essential for any business looking to grow.

It’s much more than being present on social media — it’s a structured action plan designed to increase visibility, attract qualified leads, and convert them into customers.

What is a Digital Marketing Strategy?

A digital marketing strategy is a detailed plan outlining how your business will leverage online channels — website, search engines, social media, paid advertising, email marketing, content — to achieve its business objectives.

It answers three key questions:

Where are we now? (Digital audit)
Where do we want to go? (Objectives)
How do we get there? (Action plan)

Why is a Digital Marketing Strategy Essential?

Without a clear strategy:

You risk wasting budget on the wrong channels
Your messaging lacks consistency
Your online visibility is low
You miss valuable business opportunities

A solid strategy ensures every euro or dollar invested works towards measurable results.

How to Build an Effective Digital Marketing Strategy?

1. Set Clear Business Goals Define measurable and achievable objectives aligned with your business:

Increase website traffic by 30% in 6 months
Generate 50 qualified leads per month
Boost e-commerce sales by 20% year-over-year

Tip: Use the SMART method (Specific, Measurable, Achievable, Relevant, Time-bound).

2. Identify and Understand Your Target Audience Know exactly who you’re talking to and where to reach them:

Age, profession, interests
Pain points and motivations
Online habits and platforms used

Example: A private jet company targets HNW and UHNW individuals, decision-makers, and executives with messaging focused on time savings and flexibility.

3. Audit Your Digital Presence Analyze your strengths and weaknesses:

Is your website optimized for conversions?
Are you ranking on key SEO keywords?
Are your ad campaigns delivering qualified leads?
How is your social media engagement?

Use tools like Google Analytics, SEMrush, Meta Business Manager.

4. Choose the Right Digital Channels and Tactics Select channels based on your goals and audience:

SEO: Boost organic visibility
Content Marketing: Blogs, videos, white papers
Social Media: Facebook, Instagram, LinkedIn
Paid Advertising: Google Ads, Meta Ads, LinkedIn Ads
Email Marketing: Nurture leads and retain clients
Influencer Marketing: Leverage partnerships for credibility

5. Create Engaging Messaging and Content Cover every stage of the customer journey:

Awareness: Educational and engaging content
Consideration: Case studies, testimonials, webinars
Conversion: Optimized landing pages, limited-time offers, product demos

Maintain consistent branding and messaging across all channels.

6. Measure, Analyze, and Optimize Continuously

Define KPIs: Click-through rate (CTR), cost per lead, conversion rate, etc.
Track results using Google Analytics 4, ad platforms, CRM
Adjust your campaigns regularly based on performance
A/B test your ads and landing pages

Tip: Continuous optimization is the key to long-term success.

Example: Digital Marketing Strategy for a Boutique Hotel in Geneva

Goal: Increase direct bookings by 25% within 12 months Target: HNW travelers aged 30-55 from Europe and North America Tactics:

Create SEO landing pages targeting "boutique hotel in Geneva"
Run Google Ads and Meta Ads with seasonal offers
Partner with travel influencers and blogs
Retarget website visitors who didn’t convert
Send personalized email offers

Conclusion: Digital Marketing is a Continuous Process

The digital world evolves quickly. A great strategy is data-driven, agile, and reviewed regularly.

Need expert guidance? Contact Fornerod Agency, a Geneva-based digital marketing agency, to build a powerful strategy and accelerate your online growth.