With everyone turning to digital these days, having a dynamic digital marketing strategy is essential. Businesses can no longer rely on the same old marketing tactics if they want to remain relevant and continue to meet the demands of today’s consumers. If you want to appeal to newer generations, you have to consider every available avenue to put your brand name out there.

Even most small businesses these days have some sort of digital strategy. The key to creating an effective and successful digital marketing strategy is developing one that is dynamic and cohesive. Not only do you need to market your brand in as many ways as possible, but you need to clearly identify and align your goals to ensure your marketing makes sense and has the greatest impact.

Why Do You Need a Dynamic and Cohesive Digital Marketing Strategy?

Everyone pointing to the same goalHaving a dynamic and cohesive digital marketing strategy ensures your efforts are focused and don’t go to waste. What is the point of putting a lot of time and dedication into something that isn’t going to work? That’s not to say every strategy will bring you immediate success.  It’s important to accept that failures and mistakes happen and to use them to make improvements going forward. But, long-term success can only be achieved when your company’s practices are aligned, and everyone is working towards the same goals.

If your marketing strategy has no clear direction, then you will likely struggle to succeed. However, if your teams come together, all with the same goals and results in mind, and create a dynamic plan covering all areas (social, email, website, mobile, etc.), your strategy will be more effective and impactful.

If you have tried to come up with an effective digital marketing strategy but aren’t getting the results you’d hoped for, there are some key components that your strategy might be missing, such as:

  • A thorough data analytics strategy
  • Behavior-based marketing
  • Goal setting and alignment
  • The willingness to fail and learn from your mistakes

Keys to Building an Effective Digital Marketing Strategy

Keeping the above components in mind, you can begin to develop a dynamic and cohesive digital marketing strategy by bringing your key decision-makers and department leads together. Then, come up with a plan, as a team. While your marketing department will primarily be responsible for developing and implementing your digital marketing plan, it helps if the goals of all departments are aligned. This leads us to the first step in building a successful marketing strategy:


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OKR Goal Setting

OKRs, which stands for Objectives and Key Results, are essential for businesses that are struggling to align their practices and goals. These OKRs enable you to track your progress through goal setting so you can connect company and team objectives to measurable results to ensure you are all moving in the same direction. OKRs are especially important when developing a marketing strategy.

Essentially, you want to start by identifying your objectives or your vision. What do you want your marketing to accomplish? What are the desired outcomes? These are questions that you should come together as a team to answer to make sure everyone is on the same page. Your key results are the measurable milestones you will achieve along the way that you can use to track your progress.

If you don’t have a way to measure the success of your marketing strategies, how will you know if they are working? You need to have results that you can measure along the way to ensure you are still heading in the direction you want to go. This also allows you to make adjustments along the way so you can step in and make adjustments, rather than waiting until the end to see how you have done.

Who is your audience written on chalkboardTarget Audience Identification

Another important component of creating an effective marketing strategy is identifying your customers and target demographic. Before you start creating content, you need to have an understanding of customer needs. This involves doing your research and using data collection to gain an insight into your customers’ behaviors. How can you expect to appeal to your target audience and give them what they want if you don’t actually know what they want and what they are likely to respond to?

Optimized Website Content

A well-designed website that boosts your brand awareness is essential to virtually any digital marketing strategy. Your online presence and how your customers perceive you will have a significant impact on the success of your company. Not only does your website need to be SEO-optimized so customers can find you, but it needs to have accessible, useful, and appealing content once they get there.

Mobile-Friendly Marketing

This should come as no surprise, but the majority of today’s consumers use their phones to research products and brands before making purchases. Those purchases are then also typically made on their phones. So, if you don’t have a mobile-friendly website or use mobile-friendly marketing, you are missing out on massive revenue opportunities. While many customers do still use their computers to do research and make purchases online or in person, mobile phone e-commerce is becoming the method of choice for each new generation of consumers.

Social Media Content

Naturally, with increased mobile phone use comes increased social media use. While social media is still popular amongst individuals looking to share their lives and stay connected with others, it has also become the go-to source for information on brands and products. Most marketers spend the majority of their budget on social media marketing, and those numbers are likely to go up. Social media marketing is certainly a form of marketing you should consider using, if it aligns with your budget, goals, and target audience.

Email marketing concept via cell phoneEmail Content

Finally, though email can sometimes seem like it is falling in the shadow of other types of marketing content, a high number of consumers are still inclined to make purchases when they come across a well-designed and thoughtful email campaign. Emails are another method for directing traffic to your website to increase brand awareness. If your website isn’t coming up in search results, emails are another way to ensure your customers remember that you’re around and are an option for the things that they want or need.

Wrapping Up

The digital world is always changing, as are consumers. Trends, wants, needs—all of these things are constantly in flux. So, it’s important to not only have a dynamic and cohesive digital marketing strategy, but one that is flexible and continually changes and adapts to make improvements and keep up with an everchanging market and demands.

It’s important to set objectives and align goals to stay on a clear path, but it’s also essential to be open to new ideas and quickly adapt when things change. Digital marketing trends are always changing thanks to advancements in tech and varying consumer behaviors. A successful digital marketing strategy should always include a plan or room for growth and change.



Joshua Lyons Marketing, LLC was established in 2015. Since that time we have provided digital marketing services to business and professionals. We help our clients increase their online exposure as a means to increase sales and revenue. Our core services include search engine optimization (SEO), website development and content creation. We also provide other online marketing services, such as email marketing, marketing consultations and various types of advertising. Our team is based in the Milton, Pace and Pensacola, Florida area. However, we work with clients throughout the United States. Read More



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