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How Companies Can Best Use Digital Marketing Strategies

Regardless of your industry or sector, effective digital marketing is important for all businesses to bring in new leads, build your reputation, grow your reach, and ultimately generate revenue. 

There are numerous digital marketing strategies available for your business to experiment with and optimise according to your specific goals. In this article, we will explore a range of these strategies and delve into how they can benefit your company. 

1 - Content Strategy  

Content marketing is a powerful strategy that offers numerous benefits to businesses. Content serves as the driving force behind inbound marketing, making a strong and targeted content strategy essential for boosting sales, lead generation, and maximising marketing ROI. 

Let's explore the key advantages of implementing a solid content strategy for your business: 

Attracts Visitors: 

Gaining visibility on search engines is vital for businesses. By creating high-quality, SEO-optimised content, you can improve your ranking in search results and drive more organic traffic to your website.   

This increased visibility provides potential customers with the information they seek, ultimately enhancing conversions and improving their understanding of the products or services you offer. 

Establishes Expertise and Authority:

Delivering valuable content helps clarify your business offerings, highlights the benefits of your products or services, and positions your team as industry experts. By providing transparent and insightful content, you build trust and authority with both prospective customers and search engines.   

Enhances Brand:

A strong content strategy has a significant impact on various aspects of your brand, particularly brand awareness and brand personality.  

Brand Awareness  

Before customers can make a purchase, they need to be aware of your product and, in turn, your brand.   

By delivering valuable content related to your product or service, you increase brand awareness. Utilising short-form content, such as social media posts or downloadable assets, can effectively promote your brand. As more people search for information related to your content, it creates additional awareness for your brand.  

Brand Personality 

Content marketing allows you to connect with your target audience by providing high-quality content that humanises your brand and makes it relatable. By becoming a valuable source of information, your company develops a distinct brand personality, forging deeper connections with customers.  

Establishing a brand voice further strengthens relationships with prospects based on the type of brand you are. You can further explore how to find your business tone of voice here.   

A well-executed content strategy is a powerful tool for companies of all sizes and industries. It is particularly effective in building brand awareness, driving organic traffic, and establishing thought leadership.   

Businesses that can benefit from a content strategy include those aiming to educate their audience, showcase their expertise, or provide valuable resources related to their products or services.  

However, it's important to consider the time and resources required for content creation, distribution, and promotion. Consistently producing high-quality content can be time-consuming, and results may take time to materialise. 

2 - Email marketing  

Email marketing is a highly effective tool for businesses across all industries. It serves as a powerful means to promote and advertise your products and services. 

Implementing email marketing allows you to cover the entire customer journey while providing personalised interactions with your customers.  

Let's explore five key email marketing strategies that can benefit any company: 


Email automations are automated email sequences triggered by specific actions or events, delivering personalised content to customers at the right time. Having an email automation strategy is a practical approach to managing a larger number of leads without hindering growth due to limited resources.  

Lead nurturing:

This type of email marketing focuses on nurturing leads and converting them into paying customers. It also aims to keep existing customers engaged and retained for longer durations. 


Email marketing plays a crucial role in keeping customers engaged and up to date. By delivering relevant content and updates, you ensure customers continue using and paying for your products or services and remain informed about what sets you apart from the competition. 


Utilising email marketing enables you to keep customers informed about financial aspects, including successful payments and reminders for incomplete payments.  

Email marketing may seem like a simple concept, but it’s important to recognise that it’s not a singular approach but a combination of three main email types: 


These emails are sent to marketing leads and encompass lead magnets, lead nurturing campaigns, sales campaigns, and newsletters. 


These emails are triggered once users sign up for your product or service. They may include user onboarding, upgrade-to-paid offers, and loyalty campaigns. 


This email type covers service-related messages, such as password recoveries, product notifications, and billing invoices.  

When executing email marketing strategies, utilising the right tools is extremely important for successful implementation.  

The primary tool you should have in place is an email automation tool on a good platform. For instance, a Customer Relationship Management (CRM) platform like HubSpot offers excellent services to meet your email marketing needs. 

Email marketing is a highly effective strategy for businesses across industries, ideal for nurturing relationships and driving conversions. It benefits e-commerce, service providers, and content creators, enabling direct engagement with the audience. However, it requires respecting privacy, obtaining consent, and providing opt-out options. Success lies in creating engaging content, managing lists, and optimising campaigns. Striking a balance between frequency and value is crucial to avoid overwhelming subscribers and deliverability issues. 

3 - Remarketing 

Remarketing is a widely used and popular method in digital marketing which enables businesses to target customers based on their prior online activities. It focuses on reaching out to consumers who have already interacted with your brand, whether through website visits, Google searches, ad clicks, or abandoned orders. 

Several types of remarketing strategies are possible: 

Search Remarketing:

Search remarketing involves leveraging information gathered from Google searches to target specific traffic that has shown interest in your brand. Instead of solely using display ads, this strategy employs paid advertising on search engine results pages to reach these users.  

Email Remarketing:

Email remarketing is a traditional yet highly effective form of remarketing. It involves sending promotional emails to customers who have signed up for a newsletter or subscribed to your website. This strategy can be used to reconnect with users who have abandoned their shopping carts or to suggest additional products to existing customers.  

Benefits of remarketing for your company:  

  • Engagement with your target audience: Remarketing allows you to reach prospects who have already shown interest in your website or products, enhancing engagement and increasing the likelihood of conversion.  

  • Improved brand awareness: By staying active and remaining in the minds of both existing and potential customers, remarketing efforts contribute to improved brand awareness.

  • Cost efficiency: Remarketing is a cost-efficient technique that enables you to stay connected, relevant, and strategic in targeting users who have already expressed interest in your company.

  • Increased brand recognition and sales: By maintaining a consistent presence through remarketing, you reinforce brand recognition and drive overall sales growth.

  • Higher conversion rate: The more users see your services and website through remarketing, the higher the chances of them making a purchase, resulting in an increased conversion rate. 

Remarketing is a powerful digital marketing strategy that can benefit businesses across various industries. It is particularly effective in re-engaging potential customers who have shown interest in your brand or products. Companies that can benefit the most from remarketing include e-commerce businesses, service providers, and organisations with a specific target audience.  

However, it's important to respect user privacy and adhere to applicable data protection regulations. Additionally, remarketing requires careful campaign management, including setting frequency caps and avoiding ad fatigue. Effective remarketing also relies on having a robust website or landing page experience to encourage users to take action.  

4 - Search Engine Marketing (SEM)  

Search Engine Marketing, or SEM, is crucial for increasing the online presence of any business. There are three primary types of SEM, all aimed at improving the visibility of your business in search results. 

PPC (Pay-Per-Click):

PPC advertising allows your business to appear prominently in search results. Some advantages of PPC include:  

  • Immediate visibility as one of the top search results 

  • Quick display in search results 

  • Targeting specific geographical locations 

  • Precise tracking of campaign results using analytics 

Local SEO

Local SEO focuses on optimising your business for local search results. Some benefits of local SEO include:  

  • Less competition in local search results compared to national or worldwide

  • Standout presence in local search listings

  • Customers have a higher level of trust in local search results 

Organic SEO: 

Organic SEO aims to improve your website's visibility in search results naturally. Here are some advantages of organic SEO:  

  • Establishes trust and generates the most clicks

  • Offers maximum display flexibility as your product appears in relevant search results

  • Results grow and compound over time 

Implementing a strong SEM strategy will effectively reach your target audience, drive traffic to your website, and boost conversion rates. 

SEM is particularly beneficial for companies aiming to capture immediate search engine results page (SERP) visibility and generate qualified leads.  

Businesses of various sizes and industries can benefit from SEM, including e-commerce retailers, service providers, and local businesses. SEM offers the advantages of precise targeting, quick results, and the ability to track and measure campaign performance.   

However, it's important to be mindful of keyword competition and associated costs, as well as the need for ongoing optimisation, keyword research, and monitoring to maximise campaign performance and achieve a positive return on investment. 

5 - Social Media Marketing 

Social media has become an integral part of digital marketing strategies. It offers a powerful platform to engage with your target audience, build brand awareness, and drive traffic to your website.  

Here are key aspects of social media marketing that companies can leverage:  

  • Building an Online Presence: Social media platforms provide an opportunity to establish and maintain an active online presence. Creating profiles on popular social media platforms relevant to your industry can reach a wider audience and showcase your products or services.

  • Engaging with Your Audience: Social media allows for direct interaction with your target audience. By consistently sharing valuable content, responding to comments, and initiating conversations, you can foster meaningful connections and build a loyal community of followers.

  • Content Marketing: Social media serves as a valuable channel for distributing your content. By sharing blog posts, articles, videos, and other relevant content, you can drive traffic to your website and establish yourself as an authority in your industry. Incorporating relevant keywords and hashtags can help increase your content's visibility and reach.

  • Paid Advertising: Social media platforms offer robust advertising options, allowing you to target specific demographics, interests, and behaviours. Paid social media advertising can help increase brand visibility, reach a wider audience, and drive traffic to your website. It’s essential to monitor and analyse the performance of your ad campaigns to optimise your targeting and achieve better results.

  • Influencer Marketing: Collaborating with influencers or industry experts can amplify your brand's reach and credibility. Partnering with relevant influencers who align with your brand values can help you tap into their engaged audience and leverage their influence to promote your products or services.

  • Monitoring and Analytics: It is crucial to track and analyse the performance of your social media efforts. Utilise social media analytics tools to measure key metrics such as engagement, reach, click-through rates, and conversions. This data will provide valuable insights into the effectiveness of your social media campaigns and guide future strategies. 

Social Media marketing is particularly beneficial for companies of all sizes and industries that aim to reach a wide range of consumers and establish an online presence.  

Businesses in sectors such as e-commerce, hospitality, fashion, and technology can greatly benefit from social media marketing. It allows for targeted messaging, creative content promotion, and direct customer interaction. 

However, it's important to consider the time and resources required to manage social media accounts effectively. Additionally, businesses should be aware of platform-specific restrictions, privacy policies, and the need to adapt strategies to changing algorithms and trends. 

6 - Account-Based Marketing (ABM)  

Account-Based Marketing (ABM) is a growth strategy that combines marketing and sales to drive targeted engagement with high-value accounts. ABM can be a highly effective approach for personalised and focused marketing efforts.  

Here's how ABM can benefit all types of companies:  

  • Targeted Campaigns: ABM involves identifying high-value accounts and creating personalised campaigns and advertisements tailored to engage those specific accounts. By treating each account as an individual market, you can customise content, ads, campaigns, and communications to resonate with their unique needs and challenges.  

  • Personalised Buyer's Journey: ABM allows you to personalise the buyer's journey for each account. By tailoring your marketing efforts to specific accounts, you can create a more meaningful and relevant experience for potential customers, ultimately boosting your return on investment (ROI) and fostering customer loyalty.  

  • Flipping the Funnel: ABM takes the opposite approach to traditional marketing by flipping the sales and marketing funnel upside down. Instead of casting a wide net and hoping to attract potential customers, ABM starts by identifying ideal customers for your products or services, even if they haven't yet displayed active purchase intent. This proactive approach allows you to focus your efforts on high-potential accounts. 

ABM can deliver significant benefits for companies in various industries, it is particularly beneficial for businesses that: 

  • Sell high-value or complex products or services 

  • Have a longer sales cycle 

  • Target mid-market and enterprise accounts 

  • Need to influence multiple decision-makers within an organisation 

ABM is particularly valuable for companies looking to personalise the buyer's journey and tailor their campaigns to specific accounts.  

Businesses that can benefit greatly from ABM could be those who: 

  • Offer high-value complex products/services 

  • Have a longer sales cycle 

  • Target mid-market and enterprise accounts 

  • Need to influence multiple decision-makers  

It helps foster stronger customer loyalty, boost return on investment (ROI), and improve overall customer experience.  

However, implementing ABM requires extensive research, resources, and collaboration between marketing and sales teams. It's important to identify ideal customer profiles and have the necessary infrastructure in place to execute targeted campaigns effectively.

Take Your Marketing to the Next Level 

Having strong digital marketing strategies in place will help drive growth and success for your business. 

Here at SpiderDigital, we specialise in helping businesses navigate the digital landscape. Our expert team can provide the guidance and support you need to maximise your online presence and achieve results. 

Ready to boost your digital marketing efforts? Contact SpiderDigital today and propel your business forward. 


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