How to Create an Effective Online Marketing Strategy

More and more people browse the internet, be it from a computer or a cell phone; The truth is that the technological transformation has made the Internet a very crowded and necessary space. This is why markets have moved to the virtual world and why companies that want to stay on their feet and gain position create and apply a digital marketing strategy.

For companies today it is easier, more efficient and cheaper to find customers and persuade them. Thanks to the relevance and reach of the internet, traditional media campaigns are no longer the only way to advertise. In fact, when transmitting a message on television or radio, in addition to needing a large budget, there is no direct feedback or measurement of the impact of the campaign.

On the contrary, an online marketing strategy allows monitoring to adjust what is needed. In addition, a campaign can be focused on a specific audience that the business wants to target and have the user as the center, receive their impressions and use them in favor of the brand.

What is an online marketing strategy?

Now, what exactly is an online marketing strategy? In short, they are the actions or steps that are planned to attract the attention of potential customers and meet an objective for a brand. For this, virtual channels are used as tools, and content must be created and disseminated on websites, social networks, emails, blogs and other necessary means.

Given the existing competition, having an internet presence is essential to make yourself known, get more customers and increase sales. However, it is not enough to have a website or social networks, it is necessary to apply digital strategies to achieve the objectives that a company has. So the investment made will be rewarded with economic, positioning, image and development benefits for a company.

Types of strategies

A company that wants to boost its business needs to establish a digital marketing strategy, so it can enter the internet markets with the necessary tools to be competitive and achieve its objectives. However, before indicating how to develop digital strategies, it is important to mention the types that exist:

  • SEO or search engine positioning organically.
  • SEM or paid search engine ads.
  • Social networks such as Facebook, Instagram, Twitter and LinkedIn.
  • Blogs with quality content focused on SEO.
  • Email marketing or customer acquisition by email.

Important steps to create an effective online marketing strategy

1. Define clear and measurable objectives

The first step in creating an effective digital marketing strategy is to set clear and measurable goals. These objectives must be specific, measurable, achievable, relevant and temporary (SMART).

Example of SMART goals:

  • Increase website traffic by 20% in the next six months.
  • Increase the conversion rate by 15% in the first quarter of the next year.
  • Improve customer retention by 10% over the next year.

2. Identify your target audience

Once you’ve established your goals, it’s crucial to identify your target audience. This will allow you to create content and promotions that are relevant and attractive to your potential customers.

Steps to identify your target audience:

  • Analyze your current customers.
  • Research your competitors and their audience.
  • Create buyer personas that represent your ideal audience.

3. Selection of channels and marketing tactics

With your objectives and target audience defined, it is time to select the marketing channels and tactics that you will use to achieve your goals. Some popular channels and tactics include:

  • SEO (Search Engine Optimization)
  • content marketing
  • Online advertising (YouTube, Google Ads, Facebook Ads, etc.)
  • Social networks
  • email marketing
  • influencer marketing
  • It is important to choose tactics that fit your goals and are effective in reaching your target audience

4. Creation of attractive and high-quality content

Content is king in digital marketing. Creating compelling, high-quality content is critical to grabbing the attention of your audience and improving your search engine rankings.

Tips for creating quality content:

  • Research keywords relevant to your business and use them in your content.
  • Make sure your content is useful, informative and easy to read.
  • Create different types of content: blog posts, infographics, videos, etc.
  • Encourage interaction with your readers through comments and social networks.

5. Monitoring and analysis of results

Measuring the success of your digital marketing strategy is critical to improving and adjusting your tactics over time. Use analytical tools, such as Google Analytics and others, to monitor and analyze your results.

Key metrics to keep in mind:

  • website traffic
  • Conversion rate
  • Client retention
  • Interaction in social networks
  • Open rate and clicks in email marketing

6. Continuous optimization and adjustments

Digital marketing is a dynamic and constantly evolving process. To maintain the effectiveness of your strategy, it is essential to make constant adjustments and optimizations based on the data and results obtained.

Steps to optimize and adjust your strategy:

  • Review and evaluate your results on a regular basis.
  • Identifies areas for improvement and growth opportunities.
  • Make adjustments to your tactics and content based on the data obtained.
  • Experiment with new tactics and channels to expand your reach.
  • Stay up to date on trends and changes in digital marketing.

7. Promote customer loyalty

A crucial part of digital marketing is customer loyalty. By keeping your customers satisfied and engaged with your brand, they are more likely to make repeat purchases and recommend your business to their contacts.

Strategies to retain your customers:

  • Provides excellent customer service at all touch points.
  • Implement loyalty and rewards programs.
  • Personalize your communications and promotions according to the preferences and behavior of your customers.
  • Encourage the participation of your customers through surveys, comments and social networks.

8. Integration of the digital marketing strategy with the rest of the company

The digital marketing strategy should not be an isolated effort, but should be integrated with the rest of the areas of your company, such as sales, customer service and operations. This integration will allow for a more consistent and efficient approach to growing your business.

Steps to integrate your digital marketing strategy:

  • Communicate your objectives and strategies to the different departments of your company.
  • Establish processes and workflows that facilitate collaboration between teams.
  • Share and analyze the results of your digital marketing efforts with the rest of the company.
  • Adapt and improve your tactics based on the needs and global objectives of your business.

By following these steps and maintaining a flexible and adaptable approach, you will be able to create a strong and effective digital marketing strategy that will help you stand out in the marketplace and outperform your competitors. Over time, this strategy will fuel your business growth and solidify your online presence, allowing you to succeed in the digital age.

9. Training and constant updating

Digital marketing is a constantly evolving field, so it’s critical to stay up to date on the latest trends, tools, and techniques. Continuous training will allow you to adapt to changes in the market and maintain the competitiveness of your business.

Tips for training and updating in digital marketing:

  • Participate in digital marketing courses and workshops.
  • Read blogs and publications specialized in digital marketing and social networks.
  • Attend industry conferences and events.
  • Join online groups and communities of digital marketers to share experiences and learn from each other.

10. Automation and use of emerging technologies

Automation and emerging technologies can go a long way in improving the efficiency and effectiveness of your digital marketing strategy. Using automation tools can save time and resources, allowing you to focus on more strategic and creative tasks.

Emerging technologies and automation tools to consider:

  • Chatbots and virtual assistants to improve customer service.
  • Email marketing platforms with automation features.
  • Programming tools and analysis of social networks.
  • Artificial intelligence and machine learning applied to data analysis and content personalization.

11. Establishment of strategic alliances

Establishing strategic alliances with other companies, influencers and industry experts can help you expand your reach and improve the reputation of your brand. These alliances can be of various types, from content collaborations to joint promotions.

Steps to establish strategic alliances:

  • Identify potential partners who share similar values ​​and goals as your business.
  • Set common goals and define how both sides of the alliance will benefit.
  • Develop a joint action plan and establish responsibilities and commitments.
  • Monitor and evaluate partnership results to adjust and improve partnerships over time.


A successful online marketing strategy requires constant planning, execution, and adaptation. By following the steps outlined in this article, you will be able to develop a solid strategy that allows you to outperform your competitors and consolidate your online presence. Remember to maintain continuous training and updating, take advantage of emerging technologies and establish strategic alliances to maximize the impact of your online marketing efforts and achieve the growth and success of your business.

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