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Imagine if you went to your local car dealership to purchase a car and the salesman said you had to pay up front, but you couldn’t start using the car for three months, or even six months. You would probably laugh in their face.

We live in a time of instant gratification. We want results for our monthly and quarterly reports yesterday, especially if outside investors are involved. The pressures to hit short-term deadlines can easily cloud our judgments and cause us to overlook the benefits of optimizing for long-term goals.

The truth is, however, that an effective marketing strategy involves careful consideration of both short and long-term goals. And it’s important to understand this from the get-go.

I’m not saying you can’t find ways to get results right away. But those tactics often require a little more hands-on effort, and they are not as scalable as you start to grow.

This need for balance is exactly why so many marketers have been writing about the importance of running paid and organic digital marketing campaigns as a cohesive strategy.

Whether you are trying to prove results to a boss, client, or just want to run a good marketing strategy that works – you have to optimize for short and long-term goals. And while there are a lot of benefits to running paid and organic together, this is the best way to get quick wins while also setting yourself up for long-term success in digital marketing.

The Ramp Up Time

There should always be a planning period, no matter what results you seek. Even if you take hours instead of weeks, you have to build a strategy. I’m going to repeat that – you HAVE to build a strategy – if you want to optimize your campaign.

That’s not to say it’s impossible to publish a random blog that gets picked up by a journalist at Lifehacker and drives half a million visits to your website in a day. But it’s not likely, and it’s not scaleable.

Building out your strategy ahead of your campaign:

Gives you a roadmap

Establishes goals, timelines, and metrics

Provides content direction through research

Increases the effectiveness of your campaign

The timeline for this ramp up period will vary depending upon the extent of marketing research you’ve already done for your organization. If you have a lot of open time on your hands and you’ve already laid the groundwork, you may be able to finish in hours, days, or weeks. But if it’s just one item on a full plate, strategy planning could take months.

Here’s what needs to happen first for your digital marketing strategy planning to be effective:

Define a value proposition

Conduct target market research

Build out personas

Map your buyer’s journey

Yes, you could kick off a paid campaign right away and start driving traffic. But where will your campaign lead them? Do you have a landing page that speaks to them in their language? Do you have a way of collecting their information that they will want to complete?

In other words, you will be throwing money away if you don’t set up a solid foundation for your marketing strategy.

If I sound like I’m on a soapbox a bit, I probably am. I work in the fast-paced software industry where everyone wants everything done yesterday. This was quite a change coming from the higher education industry in which we would set up meetings, to make a plan, to build a strategy, to plan a campaign…you get the idea.

SEO and Inbound Marketing

If you’ve answered yes, you should make sure your digital marketing strategy includes a healthy dose of search engine optimization and inbound marketing. As you build rankings and traffic for important terms, each of the terms will start to stack on each other exponentially.

The upside of a content-driven inbound marketing strategy is equity. Let’s do a really simple math example (which does not account for variation and the law of diminishing returns), but will help create a picture.

Say each piece of content starts to rank for a keyword that drives an average of 250 visits a month. Over time, new pieces of content will start to stack on top of each other. By the third piece, if you are doing the math with me, you will be driving a total of 750 visits a month. In other words, you are building equity and the original amount that it cost you to write the content ends up decreasing over time.

Slow and Steady

The downside is that this process takes time. In fact, it can take quite a bit of time. The web is getting saturated with content. There was a time where almost any business could take up blogging and start to rank for juicy, traffic-heavy keywords immediately.

Now, you will have to invest a lot of time and effort up front to create a large volume of quality content on your website before you can even hope to start ranking for the high-volume keywords. And to make matters worse, you probably can’t just hit publish and go on about your day. You will likely have to get your hands dirty and distribute the content on social media, forums, and other content amplification venues. All this adds up to more time.

In a joint study with MIT of all Hubspot customers, researchers found it can take six to 12 months for your website to start experiencing gains from search engine and keyword optimized content.

Inbound Results

Depending on your website’s current traffic, the average increase after one year of optimized inbound marketing efforts, you can only expect an average of 4.1x more traffic per month according to the same survey (with the breakout of increase by size illustrated above). Now don’t get me wrong, a four times increase can add up. But it’s by no means the best you can do in the digital marketing space.

Furthermore, if you are starting from ground zero, 4.1x growth can be frustrating – and frankly may not be the smartest use of your full time and effort. But fear not, inbound marketing, SEO, and blogs don’t need to and should not exist in a vacuum.

Maximizing Results with Paid Strategies

Paid strategies are the perfect complement to organic efforts because they allow for quick wins and short-term results, and can even help you optimize your long-term strategies. There are a lot of things you can do on paid platforms that are simply not possible at the onset of an organic campaign.

Bring in Traffic Sooner

The first and most obvious benefit of running paid strategies early on is boosting visitors to your website. It can be challenging to get those first surges of traffic organically if you have a relatively unknown brand. Advertising through search platforms allows you some visibility on keywords that you don’t have a chance at right away.

Test Your Strategies

A/B testing and other methods of systematic measurement require time and volume. Many experts say you need a sample size of at least 5,000 within a certain time frame for accuracy in your website’s A/B testing results.

Paid provides the opportunity to test for keywords, phrasing, and calls to action in higher volumes right away. The takeaways from your paid tests can be applied directly to your organic strategy.

Remind Visitors to Hurry Back

Organic strategies take time to fill in the answers for potential customers along their journey – and that can be a good thing because it builds trust and confidence in your brand. But, you can give these efforts a little boost by dropping some remarketing cookies on your visitors so you can remind them they enjoyed what they read. This will help keep you at the top of their mind and encourage them to come back sooner.

The Digital Marketing PB&J

Organic and paid marketing strategies truly do go together like peanut butter and jelly. At the risk of starting a big debate about nutrition (to which I am certainly not an expert):

Jelly is made up of the paid efforts that get you the sugary bursts of energy right away,

Organic optimization is chock full of peanut buttery protein that helps build a steady stream of that energy over the long-haul.

Put paid and organic together, and you’ll be able to cook up some digital marketing magic.

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What Is Digital Marketing: A Detailed Study With Components & Strategy

What is Digital Marketing: A Detailed Study with Components & Strategy

Well, your customer is on the Internet today and that’s the right place to connect with them at the right time. Here, digital marketing is the solution you should opt for.

So, what is digital marketing?

Well, if you are marketing products or services using one or another electronic device or on the Internet, you are leveraging the benefits of digital marketing. Here, you can make good use of different digital channels such as search engines, email, social media, websites, and more to connect with your current or prospective customers.

Digital marketing is equally beneficial for local businesses or big industries as it gives freedom to connect with the end-user effortlessly where they are (on the Internet).

What is the difference between digital marketing and online marketing?

Well, digital marketing could be divided into two parts i.e. online and offline marketing.

Offline marketing includes platforms like radio, television, phone, billboards, or similar mediums.

What is the difference between digital marketing and inbound marketing?

In this context, inbound marketing is a process followed by marketers to use online content to attract target audiences/customers onto their websites. Here, marketers try to provide useful content that is helpful to solve customer’s queries and fulfill their needs. You can consider inbound marketing as a methodology that is used to attract, engage, and delight customers using different digital marketing assets.

While inbound marketers try to attract customers to their websites, outbound marketers try to send marketing messages to as many people as possible no matter whether they are relevant or welcomed.

On the other hand, digital marketing could be used as an umbrella term for all online marketing tactics no matter whether they are inbound or outbound.

What is the difference between digital marketing and Internet marketing?

As discussed, digital marketing could be separated into two major parts i.e. online marketing and offline marketing. Both consists of various tactics. Internet marketing solely relies on marketing products & services using Internet. Here, your sole idea is to attract, engage, and delight your customers by reaching them through Internet on their device.

Digital Marketing Components

As we have discussed digital marketing, it’s time to know about the key components of digital marketing. Digital marketing can be broadly categorized into two categories i.e. online marketing and offline marketing, that we have already discussed.

As we move further, we will cover key elements of digital marketing vis-à-vis online marketing.

Key Elements of Online Marketing

Search Engine Optimization (SEO)

Social Media Marketing (SMM)

Search Engine Marketing (SEM)

Content Marketing

Email Marketing

Affiliate Marketing

Search Engine Optimization (SEO)

We can elaborate “SEO as a process to optimize online content for search engines. All this is done to get better visibility on search engine results pages (SERPs). Here, you may target specific keywords or bunch of keywords to rank.”

Let’s take this post as an example, here, this post can rank for multiple keywords like “what is digital marketing”, broad term “digital marketing”, “digital marketing components”, “digital marketing examples” “online marketing” and similar terms.

SEO could be divided into three important parts including on-page SEO, off-page SEO, and technical SEO. In addition to that, black hat and white hat SEO techniques are followed by different marketers. While white hat SEO techniques are highly recommended, black hat techniques may cause serious damage to your site reputation in the long-term.

We have discussed more about SEO in this beginner’s guide to SEO.

Social Media Marketing (SMM)

Social media marketing or SMM could be described as a process to connect & communicate with people in social context on different digital platforms. It is done to create brand awareness, lead generation, and attract end-user in real-time.

While the majority of people are on social media platforms, it becomes necessary for businesses to contact their users on these platforms. Social media marketing (SMM) not only helps increase brand awareness, but it also boosts website traffic and generate more sales for you. Here, you need to post right content on the right platform at the right time to attract more users.

We have discussed more about social media marketing in this beginner’s guide to SMM.

Search Engine Marketing (SEM)

The primary benefits of using search engine marketing are that you can use it to reach targeted audience, it delivers quick results, better for testing, accurate results tracking, and more.

We have discussed search engine marketing (SEM) in detail in this beginner’s guide to SEM.

Content Marketing

When you are generating brand awareness through content, it is content marketing.

Pretty simple, right?

Well, ahead of this quick definition, content marketing should be elaborated in two major parts.

Content Strategy

Content Marketing

Here, content strategy helps find answers to what, how, why, and when about content creation. Moreover, it also helps manage, update, and archive content when needed.

When it comes to content marketing, it simply focuses on tactics and execution of content strategy. Here, you need to create & curate content, edit it, and market it with all available means. You may find written content to educate, update, or entertain. You may also find different content types including blog posts, audio, video, podcasts, Infographics, and more. There are numerous benefits of content marketing as it helps add brand value, it is also cost-effective technique, it helps build relationship with user, it brings traffic & business, and more.

We have discussed more about content marketing in this beginner’s guide to content marketing.

Email Marketing

It is important to remember that subscribers you have chosen to send email have personally opted-in to receive an email from you. It should also have some value for them. To create an effective email marketing campaign a few things you should remember includes:

Personalize the email content

Use responsive designs

Interactive call-to-action, and more.

HubSpot has well-described email marketing in this guide.

Affiliate Marketing

Affiliate marketing is simply selling others products to earn quick commission. Here, you put your marketing efforts to help sell products of others on your blog, website, social media platform, or on other medium.

It includes four important parties including the merchant, the network, the publisher, and the customer. While two important parties’ seller and the affiliate marketer makes it possible to create & sell product other parties are also important to complete the process.

Neil Patel has well-discussed affiliate marketing in his blog.

How to create a digital marketing strategy?

Now that we know digital marketing plays a crucial role to help build your brand today. Let’s discuss how to create a digital marketing strategy that should deliver results.

Work on buyer persona

According to HubSpot, “A buyer persona is a semi-fictional representation of your ideal customer”.

Here, you perform market research and gather real-data to create this buyer persona for your business. To build buyer persona important elements you should consider includes:

Customer’s demographics

Goals, motivations, and behavior patterns.

Here, you should perform detailed study to get better results.

Identify your goals

Identify existing marketing assets you have

Next is to evaluate your existing digital channels and assets you own. It will help streamline your efforts and get effective results. Here, you need to identify:

Owned media that your company or brand already owns like website, social media profiles, etc.

Earned media includes your brand mentions on third-party sites through PR, guest posts, reviews, etc.


In the next step, you will need to audit all your owned, earned, and paid media campaigns to get a clear picture of where you stand and how to go ahead. Here, you need to determine which media is working fine and which ones you should include in your digital marketing campaign.

Create well-informed digital marketing plan

Now that you know everything about your buyer persona, you have set goals, identified existing marketing assets, and audited them, it’s time to draw a well-informed digital marketing plan. To do this, you can use the best marketing tools to run different campaigns successfully.


Now that you know what digital marketing is and how important it is today to bring business, it’s time you should create a well-informed digital marketing strategy to get more business.

If you are a digital marketing company owner or even planning to run Google digital marketing campaign at a basic level, this guide could be of great use for you.

Remember, investing in digital marketing strategy today can help you grow business tomorrow.

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About the author

Dinesh Lakhwani

5 Highly Effective B2B Online #Marketing Tips

As a B2B marketer, you might find it hard to prioritize. With so many marketing channels, so many content formats to choose from, and constant changes in the field, it’s easy to get overwhelmed.

If you find yourself feeling bogged down because there’s just so much to do that you don’t even know where to start, it’s time to take a step back and get your head on straight.

Let’s take a look at some guiding principles that are driving the most impact for your B2B marketing peers, along with some tools of the trade that make things easier.

1. Plan Everything out Before Executing

What’s the best way to keep yourself from feeling overwhelmed? Create a clear-cut plan, and document everything as you go. This makes it easy to make sure everything you do aligns with your plans. It also creates a resource you can share with stakeholders, and it provides a broad view you can break down into smaller chunks for managing your daily progress.

What’s more, research suggests the act of documenting your strategy can increase the chances you’ll achieve your goals. A recent study by Dr. Gail Matthews of Dominican University’s Psychology Department found that writing down goals and sharing them with peers makes you 21% more likely to reach your goals.

Strategy documents come in many shapes and sizes, but there’s no need to over-think it – just start jotting down some notes and see where it takes you. Here are some questions to address as springboards for thought:

What are your key performance indicators (KPIs)?

What are your pre-campaign baseline metrics?

What are your goals?

What tactics are you using to reach those goals?

What dates do you need to have these things accomplished by?

Who on your team is responsible for each component?

2. Automate Where Possible

You’re only one person, and you’ve only got 24 hours in a day. Even if you’re highly productive and efficient, automation can help you make even better use of your time by removing bottlenecks and rendering processes infinitely scalable. Automated tools also help your audience – bots might not have the same nuanced touch as a human, but they also never make mistakes like humans do and they respond far faster.

Many B2B marketers are turning to automation to get more done. In fact, Salesforce reports that top performing marketers are four times as likely to use automation tools than the rest of us.

Fortunately, there are a number of marketing automation tools out there to help you. One example, Socedo, supplements manual Twitter activity with automated outreach and responses. It helps you search for relevant prospects using the search parameters of your choice, and it engages on your behalf. This allows you to spend your time nurturing the relationships you know are most likely to yield conversions, rather than using a spray and pray approach.

Don’t want to invest hours each week curating content to post to your social profiles? Quuu can automate that for you as well.

3. Track and Adjust as You Go

With all the analytics tools at your disposal, it’s easy to spend an entire work day logging in and out of the various platforms and taking notes about what you see. No matter what kind of campaigns you’re running, having the data to see how they’re performing is critical, but keeping track of all of it can be a pain.

Tools like Cyfe, Dasheroo and Supermetrics enable you to visualize your B2B funnel performance by aggregating analytics data from a variety of sources, to a single dashboard. This allows you to save time by having all the information you need in one place.

4. Get Eyes on Content However You Can

It doesn’t matter how awesome your content is, or how great your products and services are. If no one knows about them, then you won’t be able to feed the funnel. Savvy B2B marketers know how to use a variety of tactics to get eyes on their content. Start by making sure you’ve got the basics covered: email, social media, search engines, paid placements, influencers, and co-marketing alliances. (If you need to up your email game, check out these B2B email marketing tips.)

Make sure you’ve got a solid plan for content distribution. 62% of SEJ’s 2023 State of Digital Marketing survey respondents spend between $1,001 and $5,000 every month on PPC campaigns. Generally speaking, the more eyes you can get on your content, the better, although ideally, you’ll track each audience acquisition channel’s engagement metrics and sales conversion rates too, so you can determine the top performers. One recent study found that 31% of B2B marketers view email as their top marketing channel for driving revenue.

That’s why it’s also so important to create and promote a diverse combination of content formats and then pay attention to what your audience responds to the best. An Ascend2 study revealed that 54% of content marketers believe articles and case studies are the most effective types of content, while videos are a close second at 48%.

SEJ’s own research indicates that whitepapers and ebooks are the most effective for lead capture, with 68% of marketers agreeing, so there’s no way to predict what will perform best for you. Experiment, track, rinse, repeat, as they say.

Deciding which of these content assets should be gated behind lead capture forms and which should be freely accessible is likewise not easy – especially when so many of us prefer to keep marketers out of our inboxes.

5. Resist ‘Shiny Object Syndrome’ – for the Most Part

There are always new trends in the B2B marketing world – social networks, publications, forums, tools, trigger words, tactics and more. Keeping up with it all is a major challenge, but it’s one that you don’t need to take on. Social Media Examiner’s 2023 Social Media Marketing Industry Report shows that only 6% of marketers actively adopt new social platforms – over half of the respondents take a “wait and see” approach.

If it’s new and shiny, then yes, it’s attractive. But just because it’s attractive doesn’t mean it’s worth your investment. That said, there are a few trends you simply cannot afford to ignore as a contemporary, performance-oriented B2B marketer. Here are four of them.

The Rise of Mobile and its UX Implications – With mobile device use overtaking desktop, it’s time to realize customers are looking for a different experience. Mobile is more than a smaller, touchable screen – it’s used for different things and in different ways than computers are. People want access to the information they’re looking for quickly, and they want snackable media experiences. Make sure you build mobile optimization into your plan from the get-go.

Social for Discoverability and Engagement – Content Marketing Institute’s B2B Content Marketing 2023 Benchmarks report found that 93% of B2B marketers use social media content to help them get found and engage with prospects. 94% of them use LinkedIn to distribute their content, while 87% use Twitter, and 84% use Facebook. With search playing an increasingly smaller role in people’s content discovery lives, if you aren’t crushing it on social, you likely aren’t crushing it at all.

Visuals, Including Video – The aforementioned Content Marketing Institute study found that 48% of B2B marketers believe videos are the most effective content, with 43% choosing infographics and 24% choosing images. The key takeaway is visuals matter, and audiences are confirming it. YouTube watch time growth continues to rise at least 50% year-over-year, and has for three years straight.

Putting it All Together

Though it may require more time to initially set up, using these tools to plan, automate, and track your progress can help keep you on the right path. Instead of being overwhelmed at what needs to be done, you can look at everything you’ve got in those tools to see how well your strategies are working. Based on the number of prospects you’re working with and the conversions you’ve made, you can make adjustments to current and future campaigns to ensure you grow.

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Race Practical Digital Strategy Online Training Course

RACE Practical Digital Strategy Learning Path Learn how to create and implement an integrated omnichannel marketing plan How will this Learning Path help me and my business?

This structured e-learning activity will help you or your team to implement digital marketing practices effectively within your organization by planning, managing and optimizing your digital media, digital experiences and digital data.

What is a Learning Path?

Smart Insight’s Learning Paths are our unique interactive online training courses which explain concepts, give examples and test understanding.

Unlike many online e-learning courses, each module is self-contained, so you can quickly access guidance to help improve your marketing activities.

Our Learning Paths are integrated with downloadable templates to help you audit your performance, set forecasts and create action plans. Each Learning Path includes different types of example templates in Excel, Powerpoint and Word from our resource library to help you create your action plans as you work through the Learning Path.

Common modules are shared between Learning Paths to avoid duplication of learning material. You can also complete the full Learning Path to earn a CPDSO certification.

We appreciate finding time for skills development is a challenge. Our Learning Paths enable training to be bite-sized, engaging and – crucially – results orientated. When combined with our suite of templates, you’ll soon be taking your marketing activities to the next level.

Accredited learning activities with the Continuing Professional Development Standards Office (CPDSO)

Each Smart Insights Learning Path has been independently assessed and accredited by the CPD Standards Office, so you can be confident that the quality of the learning and assessment experience has been audited and recognized for its quality.

Development Objective

Members who successfully complete this Learning Path have the ability to implement an integrated digital strategy and implementation plan as part of a wider strategic initiative.

Once you have completed a Learning Path, send an email to [email protected] to request your CPD certificate.

Learning Objectives

Recognising the success factors of an effective digital marketing strategy.

Structure a plan using SOSTAC® and the RACE Framework.

Define audience personas and assess the customer journey.

Review your current digital marketing capabilities and benchmark competitors using RACE and implement the plan through search, social media and email marketing to achieve your goals

Define investments in digital customer experience with an online value proposition that improves customer onboarding, growth, service and success.

Create a RACE Framework dashboard for digital reporting incorporating Google Analytics goals.

How is the Learning Path structured?

The Learning Path is separated into these topics and modules:

Topic 1 – Practical Strategy – Plan

Digital strategy success factors

Structure a plan using SOSTAC®

Structure a plan using the RACE Framework

Create a digital SWOT using RACE

Define audience personas

Assess audience customer journeys

Competitor benchmarking with RACE

Set digital marketing goals and objectives

Defining Google Analytics goals

Topic 2 – Practical Strategy – Reach

Review media performance

Select search marketing investments

Influencer marketing

Paid media investment

Define acquisition budget and plan

Create a digital marketing reporting dashboard

How to use campaign tracking in Google Analytics

Topic 3 – Practical Strategy – Act

Improve website customer journeys

Define data capture and profiling

Define content marketing strategy

Define landing pages

Define campaign budget

Define data capture and profiling

Define campaign timeline

Topic 4 – Practical Strategy – Convert

Set up email nurture and retargeting

Set up ad retargeting

Web personalization

Multichannel selling

Conversion optimization

Topic 5 – Practical Strategy – Engage

Customer onboarding and growth

Improve digital customer experience

Customer service and success

Use email to support marketing campaigns

Use social media to support marketing campaigns

Post-campaign review

Roles who will find this Learning Path useful

Company owners and directors working for smaller businesses

Managers responsible for increasing the contribution of digital channels in their organization, including Digital Director and digital marketing managers

Digital marketing managers or marketing executives or specialists responsible for email marketing

Consultants or agency account managers

The 5 Essential Steps To Effective Content Marketing

It’s probably not possible to teach you everything you need to know about content marketing in a single post, but our goal is to get as close as possible without boring you to tears. Content marketing is the strategy for stomping your competition online this year, and we’re going to do everything we can to arm you to the teeth with the skills to make it work.

There is no room for holding back if you want to win, so join us and let’s do this.

1. It All Starts With a Question

This part is so basic it can be easy to forget. Most of us learned in grade school to start any paper by asking who, what, when, where, why, and how, and most of us have also filed that crucial knowledge away, burying it somewhere in the depths of our minds.

No matter how boring your niche is, it becomes interesting when you ask the write questions. We wrote a detailed guide on the subject for CopyBlogger, and we highly suggest reading it to get a firm grasp on how to make this work.

For the quick and dirty on this:

Ask the six basic questions mentioned above

Mix and match your subject with other subjects you find interesting

If you find yourself getting tunnel vision on your topic, use a random word generator to see if you can find novel connections and analogies between subjects

You aren’t brainstorming questions correctly unless some of your ideas are absurd (and keep in mind that absurdity can be good for viral content anyway)

Find the questions your audience is asking by checking out Quora, Yahoo! Answers, and perhaps AskReddit (fewer topics but more viral).

2. Research Your Topic, Your Audience, and Your Network

These are activities you should be doing all the time, on some level, but this is probably where they should be emphasized the most. The most intense research comes in between your question and your content production. And it involves not just your topic, but your audience and your network of influence, in order to get it right.

Researching Your Audience

After digging through Q&A sites, forums, and social networks, you should already have a good understanding of what your audience cares about and what they’re likely to be interested in. But it can be helpful to take things a step further by:

–        Checking the AdWords keyword tool – This will let you know about how often a keyword is searched for, which will give you some idea of the level of interest in that subject. Use this as a relative tool, rather than trying to estimate the absolute number of visitors you can expect. We would also urge against using this tool as a source of ideas. It’s better as a way of narrowing down your existing ideas.

–        Check social networks for interest – Try searching Twitter, Facebook, Google+, Reddit, and similar sites for groups about your subject and pay attention to what seems to grab the most interest. Ask yourself if your question is the kind of thing that would be interesting to these communities. This is a bit of a “soft” research tool, but in some ways it can be more effective than keyword tools.

–        “Test ask” your questions – Use Quora, Yahoo Answers, forums, and Ask Reddit to ask your questions, and find out which questions seem to attract the most attention. This is very powerful, because it helps you research your topic as well as decide which questions are most promising. Pay more attention to the number of people who want an answer to the question than the number of people who provide an answer. Also, if the answers you get are links to comprehensive answers that already exist, your content idea is probably too redundant.

Researching Your Network of Influence

As part of your content marketing strategy, you should be reaching out to online influencers on a regular basis. Email bloggers, tweet and retweet prominent personalities, and get in touch through Facebook, Google+, LinkedIn, and other networks that are relevant to your niche.

When you reach out to influencers, it should typically be with an opportunity for them. Your communications should generally be fairly casual, and it can be helpful to go to real world events to meet up with bloggers and other online influencers in order to build these relationships.

–        Find out what the influencers think of the idea: if it’s the kind of question they would want to know the answer to.

–        See if you can get them involved in the project in one way or another. Whether it’s with a quick quote or an all out collaboration, if they are willing to help with the project they will also be more likely to promote it later on down the road, especially if you mention them in the content. Their contributions will also give your post an air of authority, and you will also benefit from the perspectives of others.

–        Try to get your influencers to take a look at your work after it’s finished, or during the drafting stage, to see if they have any recommendations for you.

–        Find out if any of the influencers would be interested in posting content like this on their site, since this is a great way to gain exposure.

Remember: relationships are give and take. You will almost certainly need to offer value to them of equal value in order for them to feel like it makes sense to help with this.

Research Your Topic

There’s a good chance you’ll have done some light research on the subject even before you started brainstorming questions, and this is generally a good idea. But this is the stage where you separate yourself from the pack by finding information that’s not easily accessible. For example:

Google Scholar

Libraries and books

Original sources, as opposed to the content based on them

Your client’s proprietary data


Original research

Interviews with experts

Topics outside your niche (good for analogies and insight)

The goal of all this should be to get your hands on information that’s hard to find. Approach this part of the process like a journalist. The first person to say something in an accessible way is typically the one that attracts the most links.

3. Answer Your Question With Lists, Guides, and Stories

These are the three kinds of content that succeed more often than any other.

–        Lists – A list is appealing because you know it’s easy to skim through. You know it’s comprehensive. You know it’s going to be easier to remember. And there’s just something psychologically satisfying about ticking ideas off of a list.

–        Guides – Guides are appealing because they’re actionable. A reader can take the information from a guide and put it into action in their own life. You can make a direct impact on your visitor’s life with a guide. That makes your content memorable and more engaging.

–        Stories – Humans are hard wired for storytelling. We love stories because they depict people facing obstacles, struggling with them, and overcoming them (or failing). Stories teach us lessons in ways that other formats can’t, because we are drawn toward them.

The Ideal List:

Covers its subject comprehensively

Is organized logically

Cites its sources if the list elements are facts

Presents list elements that are roughly the same length

Has a brief intro and conclusion

Is entertaining

Does not resemble previous lists on the subject

The Ideal Guide:

Addresses the reader as “you.”

Walks the reader through from beginning to end (if it is a step by step process).

Is organized with subheadings and, sometimes, bulleted lists or numbered steps

Uses examples or stories when emphasis is necessary (particularly for guides where some persuasion is also involved)

Is entertaining

Does not resemble previous guides on the subject

The Ideal Story:

Follows this basic 7-point structure:

A person

In a place

Has a problem

They try to solve the problem intelligently

And fail

They try to solve the problem again

And succeed (or fail tragically)

Sometimes real-world stories don’t quite fit into this structure, but the point is to emphasize the problems that your characters (whether they’re a person, an organization, or even a thing) face, how they struggle with them, and how and why they succeed or fail.

It takes some experience and tinkering to decide whether your question is best answered with a list, a guide, or a story, and often the best content will use some combination of all three.

4. Copy-Editing Tricks

There’s no real order to the editing process. The main idea is to give your content some space for a day or so, come back to it, and pump it up to create a more engaging experience. Use tricks like these:

Make sure the first sentence captures the reader’s attention

Use the active voice. This means your sentence starts with the noun that’s responsible for the verb. “The cat jumped over the moon,” is more engaging than “The moon was jumped over by the cat.” Avoid using “is,” “was,” and “are” too often.

When you speak directly to the reader, start with the verb right away most of the time. For example, in a guide: “Pick up your tools,” sounds better than “You will next pick up your tools.”

Read your sentences out loud and fix them if they sound awkward.

Change sentences that use uncommon words, run for too long, or sound too formal (depending on your niche).

Break apart large paragraphs.

Delete sentences that don’t add value.

Read the whole thing once from beginning to end without focusing on grammar or phrasing. Focus on flow, tone, atmosphere, and how things fit together instead.

Clarify complicated subjects that could be confusing to your target audience.

On a related note, you should also make the post easier to read by including some images (with credit to the artist).

5. Promote Your Content

Virality and promotion is another subject that deserves a guide of its own, and it’s closely related to the relationship building process, but these tricks can help you reach a wide audience:

Write a title posing an intriguing question that users have to fight to ignore, or a statement that’s so surprising readers just have to read it to learn more.

Post your content, or a link to your content, on a hub where your target audience hangs out. It could be an internet forum, a popular site that accepts guest posts, or a social networking group (preferably all three). Get your content visible in as many high profile places as possible.

Contact your network of influencers and let them know about the content. Ask what they think and, if they like it, could they pass it along?

As we’ve mentioned previously, involve as many influencers in the content production process as possible, and they’re more likely to pass it along. Mention influencers in the content, even if they weren’t directly involved, and they will also be more likely to share it.

Consider posting a link in Reddit, but only if you use it frequently to post material other than your own, and only if it would be relevant to a popular subreddit.

Use StumbleUpon Paid Discovery to drive traffic. The engagement level is lower than other channels, but at $50 for 1,000 visits, no other platform sends more visits at a lower price. If enough people thumb up your post, StumbleUpon’s algorithm will take over and send organic visits. Be sure to target the right topics.

In Review

To recap:

Ask interesting questions

Research your topic, your audience, and your network of influence

Answer your questions with interesting lists, guides, and stories

Edit your content to make it pop

Promote your content on your industry’s most popular platforms and through your network of influencers

Use these five elements to dominate your competitors with content marketing: the leanest way to win the web.

Digital Marketing Strategies Of Ixigo


The ixigo story,

Ixigo is a travel and tourism service launched in India in 2007 by Aloke Bajpai. It supports 8 billion people with its guided tours. 

The website projectors travellers on a journey that follows a set route in their respective areas, from cabs, trains, and flights to their hotels. ixigo has over 14 million monthly active users, making $500 million in monthly revenue.

Ixigo’s key target is sending tourists on guided tours that take a fixed route across their arrondissements so they can book taxis, trains, flights, and accommodations. 

Ixigo Annual Revenue,

The CEO and Co-Founder of Ixigo, are Aloke Bajpai, and its headquarters is in Gurgaon, Haryana. They have a solid team of 250-500 employees who work together to build a great company and their yearly annual revenue from $5.0-25 million.

Why Should Travel and Tourism Services Study Digital Marketing Strategies? 

Digital marketing strategies are currently one of the most effective ways to reach potential customers and convert them into buyers. With the right approach, digital marketing can help businesses of all sizes grow, increase sales, and generate more revenue. 

Here are five reasons business owners should study digital marketing strategies: 

2. As the global economy becomes increasingly digitalised, businesses need to understand how digital marketing works to stay competitive. 

3. Tourism service providers can improve their customer service and overall experience using digital marketing tools. 

5. Competitor analysis is very important in the niche of travel and tourism, so by getting knowledge of digital marketing tools, you will also gain more understanding of your competitors.

Ixigo’s Detailed Digital Marketing Strategy Social Media Marketing Strategies

If you’re looking to take your business online, ixigo the tour package service is a great way to get started. With over 20 years of experience in the industry, xigo has developed an extensive social media marketing strategy that can help your business grow. 

From developing targeted content to setting up effective Twitter and Facebook campaigns, ixigo reached its target audience. 

So if you’re looking for a way to increase traffic and customer base, then the case study of ixigo is the for!

The overall statistics that Ixigo maintains are listed below.

Social Media platformsNo. People followInstagram65.1k followersFacebook155k  followersLinkedin59k followers Twitter25.3kfollowers

By considering the number of followers on every social media platform, ixigo is performing better on Facebook than comparatively other platforms; let us check out the list of marketing strategies applied for all social media platforms by Ixigo.

1. Instagram Marketing strategies

Instagram is a great way to connect with customers and promote your products or services. 

Ixigo understood this correctly, and the tour package service offers a variety of Instagram marketing strategies that can help you reach your target audience. 

ixigo offers tour packages that can be customised to fit any budget, so finding the right Instagram marketing strategy for your business is really necessary for a successful travel service business like ixigo.

These digital marketing strategies can generate interest in a destination or product, encourage users to travel to a goal, and build relationships between destinations and tourism businesses.

Ixigo convinces its audience with colourful and chosen templates and videography by understanding how social media works.

Ixigohas 100k followers, with 1611 posts uploaded consistently. They have excellent marketing strategies on Instagram by collaborating with local faces who choose Ixigoservices.

Some tips for effective Instagram marketing include creating compelling content, targeting your audience with relevant hashtags, and using graphics and images to capture attention.

2. Facebook marketing strategies 

Ixigo, a travel and tourism service, are valuable for companies looking to attract customers and grow their businesses.

Ixigo understood that By using social media platforms, businesses could connect with travellers and create a connection that can be valuable to both parties. 

Additionally, Ixigo has marketing on Facebook to promote events and destinations and generate publicity for businesses.

One strong foundation of ixigo is that the business has been known already by many for the past years. Hence they have a very large audience on Facebook.

By attracting customers with several coupon deals, they currently have 155k Facebook followers.

Ixigogets likes more than 540k, an appreciable amount of likes for a travel and tourism agency.

3. Twitter marketing strategies

There are many different ways to sell on Twitter for ixigo, a travel and tourist company. 

But Ixigo Utilising the platform to develop and spread information about your company or product is one of the most well-liked tactics. 

Ixigo used Twitter which can also be used to communicate with new consumers, promote events, and give deals and specials.

Ixigo has a good number of followers of 25.3k followers, along with a proper bio and website link insertion.

For upcoming travel and tourism events, Ixigo published Tweets. Potential clients will notice this and find it simpler to learn more about what you have to offer.

SEO Strategies 

ixigo is a travel and tourism service that helps travellers to plan and enjoy their travels. 

Through its services, ixigo connects travellers with travel-related businesses and services in various tourist destinations worldwide by providing a user-friendly website.

To ensure that its customers are getting the best possible service, ixigo uses a variety of marketing strategies to improve customer satisfaction. Their team always shift its website and SEO strategies based on the current trend.

So let’s examine how effectively the Ixigo SEO team used SEO strategies.

Ixigo has a highly impressive website with 4.9M visits, 3.5M new visitors coming monthly, an average visit duration of 06:17 and a bounce rate of 62.18%.

Ixigo has an Authority Score of 58 with organic search traffic of 8.9M and paid traffic of 321.3K  through 203.7k backlinks.

Ixigo’s Domain Authority

Moz, an SEO tool, determines a website’s domain authority based on site characteristics, including backlinks, site consistency, page load time, traffic, and the average time the visitor spends on each page.

Ixigo’s website now has a Domain Authority score of 56, according to Moz. However, this score has the potential to increase.

Also, Ixigo has 8.8M traffic for inserting the right keywords of 511.5k on their site.

Their top organic keywords are ixigo, names of airlines, train running, and train status, which people directly search for on Google.

The 18% of website traffic for local keywords like “Train status” only accounts for 2% of ixigo’s traffic, which shows how good their branding and local SEO are.

However, we don’t find any business keywords in the top 10 keywords list for them. They are missing a lot of potential keyword opportunities. I hope they will revamp their SEO strategies in the upcoming years.

Who are the competitors for Ixigo?

The list of main organic competitors is chúng tôi chúng tôi chúng tôi and trainman, with a common range of keywords of 1k.

Types of SEO Targeting Audience for Ixigo

Regarding keywords by intent, their informational keyword reaches 63.6k% of people, making them gain 12k traffic with 22.9k keywords on their website.

Ixigoi’s Main competitors

Yatra’s top three competitors are clear trip, railyatri and confirmkit, with higher SE keywords. 

Now, look at the position of the Ixigocompetitor for better reference.

Ixigo Target Segment

What Product did Ixigo Sells?

Ixigo provides the greatest travel assistance through economical flights with various deals by connecting banks to earn more points. It also offers hotel and resort stays.

Ixigo Price and Offers

Ixigo’s website is completely displayed with a rate chart based on routes and the kind of flights you choose, such as domestic or international.

Ixigo Geo-Targeting Audiences

Ixigo are targeting the audience with the following packages.

The people most motivated to be covered are between the ages of 25 and 50+.

Ixigo prioritises males over females when it comes to gender. Additionally, their entire audience value set is currently close to 157k.

Ixigo’s Recent Digital Marketing Campaign

The ixigo app’s #CancelBefikar campaign assists anxious travellers nationwide by enticing people to use a platform like ixigo to schedule their itinerary entirely.

With the opportunity to cancel an ixigo trip for free, the app will increase brand recognition and corporate awareness.

Influencer Marketing Campaign by Ixigo

The campaign will feature influencers speaking and partnering with Tseries officials to promote movies which also gain more attraction from the audience.

Thus Ixigo chooses to pattern with influencers with familiar faces and gain more reach from the audience, and with this post, they got 63k likes which is appreciable.

Mobile App Marketing Strategies of Ixigo

Travellers may now use an app to organise their vacations and locate the cheapest rates on lodging and transportation by downloading Ixigo apps.

Reviews of hotels, attractions, and transportation alternatives are available on the IxigoTravel app.

Additionally, it provides discounts from affiliated retailers. 

IxigoTravel is accessible on iOS and Android devices without charge.

Ixigo has a 4.6 rating and has been downloaded over one billion times.

Campaign Strategies Ixigo

Ixigo announced that their new Twitter campaign, #SocialMojo, had begun. The ad attempts to increase public knowledge of the travel platform’s virtual currency and customer loyalty programme, ixigo money.

Users are ranked on Twitter by SocialMojo based on what their followers do, how many tweets they create or like, and which tweets other users like. It then assigns the user’s profile a “SocialMojo Score.” After that, users can use the ixigo money equal to their score to get cheap plane tickets.


Ixigo has succeeded in several digital marketing strategies, according to a recent assessment of Ixigo’s digital marketing strategies by Digital Scholar.

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