In modern business, your online presence can make a massive difference to performance. No matter what industry you’re operating in, the online world offers unmissable opportunities to reach your target audience like never before.

Digital marketing can take many forms and can be used to achieve a range of goals. Therefore, every digital marketing strategy will look slightly different. However, there are some overriding themes that, no matter what platforms you are utilising, will lead to more successful results. Here, we use our years of experience in digital marketing to share with you some truths that can take your online game to the next level.


Have Clear Goals

Before you begin searching for success online, it’s essential to understand what that looks like to your business. Would you like to find more paying customers for your store, more clicks for your site or simply more conversation around your brand? It’s important to understand what you’re looking to achieve from any campaign, as this will dictate your digital actions.

Once you have the overarching ambition that will drive your digital marketing campaign, you need to narrow it into measurable metrics. This step is vital when it comes to measuring the real performance of your activities online. If you are looking to create more paying customers for your website, tracking devices such as Facebook Pixel and Google Analytics can be used to analyse conversions through social media activities. If you want to grow your presence, then followers or ranking positions on Google might be your KPIs. While it’s important to remember the reason behind your digital marketing campaign, these measurements are crucial when it comes to knowing if you’re succeeding or not.

A dart in the centre of a target

Know Your Audience

The chances are that you already know the target audience for your business. However, it’s one thing to know who they are and what products they like, and another thing to understand how they act online. Do your research, discover what strategies they respond to and let this information formulate your digital marketing strategy.

There are many ways that you can learn about the demographics and behaviours of your target audience online. Many social media sites will give you basic data regarding the people who interact with your content, while Google Analytics also supplies some information. One of the most effective ways of doing it before enacting a strategy is to analyse the performance of your competitors. By understanding how your target audience is responding to similar businesses online, you can begin to discover best practices for your strategy.


Understand Your Platform

Continuing on the point above, once you understand your audience, you need to discover the best platform for your strategy. In some cases, this may be obvious – if you want to improve your search rankings, you need to understand Google – but for other goals, further research may be required.

Once you have discovered the ideal platform for your strategy, it’s crucial to understand how the platform behaves. It may sound strange at first, but different mediums, particularly in the world of social media, respond differently to various businesses and content styles. Look at the type of upload strategies that perform best on your ideal platform and use this information to refine your marketing strategy further.


Be Organic

The online world is now a firm part of everyday life for millions of us. We use it to catch up with the world, our friends and loved ones and also as entertainment away from the daily routine. It is also becoming saturated by businesses looking to promote themselves, which can make cutting through the noise particularly challenging.

One sure-fire way to help your digital marketing strategy reach its audience is to produce organic content. This means making sure your content is not overly refined and provides a human element, as this is what people look to engage with online.

A graphic depicting different styles of digital marketing

Create a Flexible Schedule

One of the biggest things when it comes to being successful online is being consistent. What this means depends on what content you’re creating, but you must be producing it regularly. A schedule can go a long way to ensuring this consistency is maintained over the long-term. Scheduling your online strategy also allows you to plan for potential peak periods where you could make more of an impact.

While schedules are vital, it’s important also to consider the fast-paced nature of online channels, where trends can come and go on an almost daily basis. To ensure your campaign is as effective as possible, your schedule must contain an element of flexibility, allowing you to jump on any opportunities that present themselves. The correct balance between scheduling and improvising will create the optimum campaign.

Digital marketing is a vast world, and it can be daunting to take your first strides into creating a focused campaign. However, these key features can help to keep your activities on the right path. If you would like to take your online performance to the next level, we can help you even further! Here at Ocean, we offer comprehensive, real-world training courses across a range of digital marketing sectors, providing you with the tools to succeed online. We also offer recruitment services, helping you find the best talent in the industry. If you would like to know more about what we can do for your business, why not get in contact with us? We would be happy to help your business succeed!