How To Develop A Digital Marketing Strategy That Drives Leads?


With billions of people spending 70% of their lives on digital channels, it becomes mandatory to device a digital marketing strategy. To accomplish your company’s marketing goals, it is imperative to arm your strategy with the right digital tactics and tools.

Wondering how to do all this? What tactics will be needed and how to craft a systematic plan?

Read below for crafting a digital marketing strategy from scratch:

1. Learning From Competitors and Setting Goals

First things first, develop SMART goals. You can look at your former practices, industry practices, and even your competitors to establish goals and strategies.

  • Set a time frame that you want to analyze like a whole year, last month’s quarter, or just two months.
  • You can set the Google Analytic accounts to the Benchmarking Reports for comparing yourself with the rivals
  • Create a spreadsheet to record your rival’s activities. Use SEMrush as your best tool.

After a deeper analysis of your competitors, you will be able to set your realistic goals. However, make sure to align your prime business goals with your digital goals.


If your firm’s goal is to increase the revenue by at least 10%, you should aim at increasing the leads by 40% to meet the criteria.

2. Creating Buyer Personas and Selecting KPIs

Buyer personas are essentially the profile of your ideal customer(s). You need to put your best efforts into researching your ideal customers. Follow proven marketing research methods of surveying, interviewing, and focus groups to sieve the best prospects.

As per the nature of your business, you will consider the following points for integrating the buyer personas in your digital strategy:

Demographic and Quantifiable Figures

  • Income

What’s the ideal income of your customer? Define how much money your customers earn in a year.

  • Locality

Where are your customers geographically? Use Google analytics tool to find where most of your customers live for targeted marketing research

  • Age

How old is your ideal client?

Psychographic and Qualitative Data

  • Challenges

Make efforts to know the problems they experience concerning your brand

  • Priorities

Talk to the clients and know their priorities. What do they want first, attractive price over quality or customer service over quantity?

  • Interest

Go for questions that reveal the interests of your potential clients. For instance, if you are a fashion clothing brand and you got to know that targeted customers are more interested in fitness clothes, you will receive inspiration for your future partnerships.

3. KPIs

Set realistic goals with your Key Performance Indicators (KPIs). Keep the former strategy in mind and select the best tool for measuring your results. Google Analytics and Buzz Sumo are the two widely used tools for measuring KPIs.

4. Evaluating the Digital Assets

Check out where you stand today and assess your current digital channels. Categorize and organize your findings in a spreadsheet. You will categorize your assets in the following ways:

Owned Media

Your owned digital assets include your company’s website, blog, imagery, and profiles on social media channels. You will have full authority over these owned media assets.

Earned Media

Earned media is something that shows the transparency of your business. It includes the recognition that you gain through word of mouth. For instance, you got a commendable review from a customer, you wrote a PR, or you did some work on different websites (Guest Post). All this comes under the umbrella of earned media.

Paid Media

You are living in a competitive landscape, so you must have spent some good bucks for gaining visibility. Jot down your paid media ads on social media, Google AdWords, native ads, and all other channels where you pay for visibility.


You wrote and published content on your website for lead generation. This is your owned media. Now, you made efforts to promote your content on social media; people found your content useful and shared it on their own pages without being paid to do so, that is earned media. Finally, to increase its reach further, you bought a Facebook ad that is paid media.

5. Focus on  Owned Media Content

Owned media is the heart of your content strategy. We all know that content enables us to generate leads. So, you need to hone your owned media content as per the digital strategy.

Here is how you can do it:

  • Auditing the Present Content

Check out the existing content on the website, analyze which content has been popular with your target audience.

  • Checking the Loopholes

Recall your buyer personas to see if your content meets up or not. For instance, if your buyers are more interested in knowing the kitchen hacks and you are just posting about everyday recipes, you are in the wrong pool.

  • Creating A Plan For New Content

As per your findings, make a plan for new content. Be sure to focus on the following points:

  • Headline
  • Purpose
  • Format
  • Publishing channels


A cleaning business in England, Carpet Cleaning Dartford, gained positive impressions and increased user engagement when they posted about cleaning and disinfecting tips for homeowners during COVID – 19.

6. Deciding Budget and Time

Ask yourself a few questions:

  • How much time will you dedicate each day to your new digital strategy?
  • Do you need to get help from paid media? How much can you pay?
  • Will you outsource the content or write on your own?

Now, decide how much money you can dedicate to your digital marketing strategy. Also, consider the time and efforts. Looks difficult? Use Google Calendar to keep your work organized.

Tip: Spreadsheet, along with Google Calendar, can make things easier for you. Make a coherent strategy, and be sure to document everything.


A digital marketing strategy is absolutely essential for a business in 2020. Do you have one? If not, use the points above to develop a winning digital marketing strategy to bowl over the competition.

Do you have any questions? Let us know; we are happy to help!

Featured image source:

Shaheryar Sadiq
Shaheryar provides ghostwriting and copywriting services. His educational background in the technical field and business studies helps him in tackling topics ranging from career and business productivity to web development and digital marketing. He occasionally writes articles for Carpet Cleaning Dartford.

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