A clear strategy connects everything you do in marketing to the results you want.
Growth Starts with a Plan
Growing your business takes more than individual marketing efforts. Your website, search visibility, content, social media, advertising, and other channels need to support the same priorities and goals.
A solid digital marketing strategy will help you understand:
Your buyer personas & buying journey
Your goals and key performance indicators (KPIs)
Your competitive position
The channels, content, and website improvements that support growth
What is a Digital Marketing Strategy?
A digital marketing strategy defines who you're targeting, what you want to say to them, which channels you'll use to reach them, and how you'll measure results. It gives SEO, content, email, paid advertising, and other marketing efforts a clear purpose.
It also accounts for the different ways people search businesses. They may use Google, ask an AI assistant for a recommendation, read reviews, watch videos, or compare websites before contacting you. That means your strategy should consider traditional SEO, Answer Engine Optimization (AEO), and Generative Engine Optimization (GEO).
The Components of an Effective Digital Marketing Strategy
Your business has its own goals, customers, and competitive landscape. That's why every strategy begins with research.
We focus on these key areas:
1. Goals & KPIs
We begin by understanding where you are today. Then we establish goals and KPIs to measure progress over time.
2. Market & Buyer Research
Strong buyer personas help improve your content, messaging, and marketing decisions. To develop them, we use the 5 Rings of Buyer Insight, developed by the Buyer Persona Institute:
3. Competitive Analysis
A competitive analysis gives you an honest look at how your marketing compares to others in your industry. It highlights your strengths, uncovers areas for improvement, and shows where competitors may have an advantage.
As part of your strategy, we evaluate:
Website Performance & User Experience
How your website’s design, messaging, speed & user experience compare with your competitors.
Search
Visibility
How well you rank for the keywords your buyers are searching.
AI Search
Visibility
How often your business appears in AI-powered search experiences such as Google AI Overviews, ChatGPT & Claude.
Content
Strategy
The topics & formats your competitors use to answer your buyers’ questions.
Paid
Advertising
Where competitors advertise & who they’re targeting.
Social Media
Presence
How competitors use social media to engage their audience & build awareness.
Lead Generation
& Conversion
How well competitors turn visitors into leads through landing pages, calls to action & forms.
Search is still one of the biggest ways people find new businesses. A DataReportal report found that 32.8% of internet users discover new brands through online search.
However, AI is changing how people research new businesses. Gartner reports that 51% of consumers say generative AI has changed how they research, making AI visibility an increasingly important part of competitive analysis.
We recommend revisiting your competitive position at least annually, or when you enter a new market, launch a new service, or redesign your website.
4. Content Audit & Content Marketing Strategy
We start by reviewing your existing content to identify pages, videos, guides, and other resources that can be improved or repurposed before creating something new.
From there, we build a content strategy around your value proposition and the questions your buyers need answered.
5. Digital Channel Strategy
Your customers won't all find your business the same way. Your strategy identifies the channels that matter most and defines how each one supports your marketing goals.
This may include:
6. Website & Conversion Strategy
Your website needs to do more than attract visitors. It should clearly communicate how you can address their needs and make the next step easy, whether that's requesting a quote, scheduling a consultation, or contacting your team.
We evaluate how effectively your website turns visitors into leads and identify changes that can improve performance.
That plan can include:
While every business is different, Xcellimark has helped clients increase conversions by 14% to over 100% after identifying and addressing conversion opportunities.
7. How It All Works Together
Digital marketing strategies need to account for the many ways people research and interact with businesses. You may see approaches described at Inbound Marketing, Loop Marketing, Go-To-Market (GTM) strategy, or Revenue Operations (RevOps). Each provides a different framework for coordinating many of the same core components.
We build your strategy around the mix of components that fits your business and goals. Read our article on how these approaches fit together.
8. Marketing Technology & Analytics
We evaluate the technology supporting your marketing and sales efforts, including your CRM, marketing automation, analytics, reporting, AI tools, and website integrations.
Every strategy includes a measurement plan, so you can track performance and identify where adjustments are needed.
Putting Your Strategy into Action
Once priorities are established, your strategy provides a clear path for putting them into action.
Some organizations implement several initiatives at once, while others take a phased approach based on budget, staffing, and priorities.
Why Choose Xcellimark?
Xcellimark has developed digital marketing strategies for businesses and organizations across a wide range of industries since 2001. Our experience spans the channels, technology, content, and website considerations that shape an effective strategy.
- 25+ Years of Experience developing digital marketing strategies across industries, including nonprofits.
- HubSpot Platinum Partner with Certified HubSpot Trainers on staff
- HubSpot Onboarding Accreditation
- Certified HubSpot Trainers
- 19 Industry Awards for digital marketing and client results
- A+ BBB Rating for more than 20 years
Our experience with HubSpot and other marketing and CRM platforms enables us to consider technology as part of a broader strategy. The strategy comes first, with technology selected and configured to support it.
Frequently Asked Questions About Digital Marketing Strategy Services
Every business approaches digital marketing from a different starting point. These answers address some of the questions we hear most often when developing a digital marketing strategy.
Most digital marketing strategies take 6 to 12 weeks to develop. During that time, we learn about your business, evaluate your current marketing efforts, analyze your competition, and develop recommendations that support your goals.
A few things help us move quickly:
- Access to key people on your team, including a few customers who represent your ideal buyers
- Regular feedback and engagement throughout the process
- Quick responses when we need information from you
A digital marketing strategy defines your goals, audience, priorities, and overall direction. A marketing plan puts that strategy into action by outlining the specific campaigns, timelines, budgets, and responsibilities.
Yes. Website and conversion strategy looks at your site, analytics, and customer behavior to identify where visitors may be dropping off and which changes could encourage more of them to take action.
It's included. Competitive analysis is part of every digital marketing strategy we build, not a separate add-on. We recommend revisiting it at least once a year, or sooner if you're entering a new market or launching something new.
Review your strategy at least once a year or whenever your business experiences significant changes, such as entering a new market, launching new products or services, adopting new technology, or facing new competitors.
Yes. A broader strategy establishes how SEO, advertising, and other marketing activities support your priorities, how investment should be allocated, and how performance will be measured.
Yes. Many organizations work with Xcellimark to complement their internal team by providing research, strategic guidance, competitive analysis, and recommendations that help everyone move in the same direction.
Success depends on the goals established at the beginning of the project. We identify the KPIs that matter most to your business, monitor progress, and adjust recommendations as your business and the marketplace change. This can include tracking qualified leads, website traffic, conversion rates, search and AI visibility, and sales opportunities.
No. We work with HubSpot because we believe it's one of the strongest customer platforms available, but we also help organizations using other systems. The right technology depends on your business, your processes, and your goals.
Yes. Your existing marketing provides a starting point. We identify what should continue, what could be improved, and where additional investment may have the greatest impact.
Build a Clear Digital Marketing Strategy
A clear strategy gives you a framework for deciding where to invest, what to prioritize, and how to measure progress.
Contact Xcellimark to schedule a digital marketing strategy consultation.