Kreatology // Kylie Garner // Fractional CMO

Strategy Before Tactics: A Guide to Digital Marketing Strategy

One of the biggest mistakes businesses make is thinking a “marketing strategy” is simply doing paid advertising, posting social media or creating a blog. However, these are “tactics” and without “strategy”, your marketing efforts will be adhock and fall into a never ending cycle of feast and famine.

We believe in a “strategy first” approach to marketing.

We’re talking about revolutionising how small to medium businesses, coaches, consultants and creatives approach their Digital Marketing.

Gone are the days when a simple website sufficed. Today? Your brand needs to sing, dance and captivate – all at once. Digital Marketing isn’t merely an option; it’s essential for survival in this fast-paced digital world.

This idea is both simple and deep at its core.

You need STRATEGY, creativity and technology working hand-in-hand like never before.

So why should you care? Because amidst hundreds of thousands shouting into the void that is today’s marketing landscape – we focus on something different: A voice that doesn’t just echo but resonates deeply with its audience.

We don’t just contribute to the clamour; our goal is to pierce through it with lucid and captivating material tailored specifically for you. Let us be your guide in this cluttered digital world.

Crafting Your Digital Marketing Strategy

Let’s talk about creating a digital marketing strategy that doesn’t just tick boxes but genuinely drives your business forward. Navigating the path from your ambitions to the actual roadmap for success is essentially what it boils down to.

Understanding the Difference Between Strategy and Tactics

A common mix-up, but let’s set it straight. Strategies are your game plans for success, while tactics are the moves you make within those strategies. Think of it like this: if your strategy is to climb a mountain, your tactics are the gear and routes you choose.

Why does this matter? Because without a clear strategy guiding them, businesses might as well be throwing darts in the dark when choosing their tactics.

Aligning Digital Strategy with Business Goals

This part’s crucial. Your digital marketing efforts need to sing in harmony with your business objectives. Otherwise, they’re just noise.

  • The first step: Nail down what success looks like for your business—more sales? Better brand recognition?
  • The next move: Craft a digital strategy that targets these outcomes directly through specific channels and actions.

We’re talking real alignment here; where every post shared, email sent, or ad run serves not just immediate goals but builds towards something bigger—a sustainable competitive advantage online.

In summing up this deep dive into developing an effective digital marketing strategy, remember it starts by distinguishing between high-level strategies and day-to-day tactics then aligns closely with overarching business goals. And hey – once those elements lock together seamlessly? You’ve got yourself more than just a plan; you’ve crafted a powerful tool poised to take on whatever goal comes its way.

Identifying and Understanding Your Target Audience

Uncovering who your perfect patrons are feels akin to being a sleuth, where the mystery you’re solving leads directly to the treasure of entrepreneurial triumph. Diving deep to grasp who truly benefits from your offerings is the essence of it.

Creating Buyer Personas

Crafting buyer personas isn’t just a task; it’s an art form. It takes a blend of data gathering, insightful analysis, and that gut feeling to vividly sketch your perfect customer’s profile.

  • Data-driven decisions: Start with gathering data. Look at your existing customer base – who are they? What do they love about your brand?
  • Dive deeper: Don’t stop there. Use surveys or interviews to get under their skin. What challenges do they face? What unique solutions does your offering provide to address their specific hurdles?
  • Create vivid profiles: Now take that information and craft detailed personas for each segment of your target audience. Give them names; make them real people in your mind.

The truth is, defining an ideal client too broadly can hinder marketing effectiveness. But when you identify those profitable clients and understand their common characteristics deeply enough to give them a persona name – well, that’s when magic happens in marketing strategies.

You might ask why all this effort? Because every piece of content you create, every product feature you develop should speak directly to one (or more) of these personas. If not, why bother making anything at all?

In essence: know thy audience as thou knowest thyself. Once armed with robust buyer personas, tailoring messaging becomes second nature – ensuring everything from email campaigns through social media posts hits home hard with those most likely interested in what you have on offer.

Developing a Core Brand Message

Let’s talk about your brand’s core message. Crafting the essence of your enterprise, it distinguishes you from rivals and resonates deeply with those you aim to reach. But what exactly makes it so crucial?

Understanding Your Brand’s Core Message

Your core message isn’t just any statement. It zeroes in on the specific problem you solve for customers, wrapped up in a neat package of words that resonate deeply.

A powerful core message does more than inform; it captivates. Think of it as the North Star for all your marketing efforts – guiding every blog post, email campaign, and social media update towards one unified goal.

Crafting a Message That Sticks

The trick? Make sure it addresses something real – an issue or desire that keeps your ideal customer awake at night. Because when you speak directly to their needs or pains with authenticity, you’re not just another brand shouting into the void.

Suddenly, you transform into the answer to their restless nights filled with yearning.

Finding Your Unique Angle

  • Dig Deep: Identify not only what you offer but why it matters to your customer base.
  • Talk Their Language: Use words and phrases that feel familiar and comforting to them, almost like reading their own thoughts back to them.
  • Show Don’t Tell: Share stories that illustrate how real people have benefited from what you do—this builds trust faster than any sales pitch could ever hope to.

In Conclusion…

Your brand’s core message is much more than clever wording; it embodies why someone should choose you over everyone else out there fighting for their attention. The essence of your core message should directly tackle the particular issue at hand, providing a lucid understanding of how existence improves through what you offer.

So go ahead — carve out some time today and start crafting a message that mirrors exactly who you are aiming at helping.

Key Takeaway: 

Your brand’s core message is the heartbeat of your business. It sets you apart and speaks directly to your audience. Make it resonate by addressing real issues, using their language, and sharing relatable stories. This isn’t just about standing out; it’s about being the solution they need.

Content Creation Strategies

Diving into various forms of content and platforms can captivate your audience while establishing you as an authoritative voice within your field.

Blogging for Business Growth

Blogging isn’t just about putting words on a page. It’s about sharing insights that matter to your readers, driving organic traffic, and positioning your brand at the forefront of its field. But remember, it’s not just any blog post; it’s one that provides value and establishes expertise.

To really nail this strategy, think beyond the basic ‘how-to’ posts. Dive deep into topics that resonate with your target market. Share case studies, success stories or even challenges overcome – these are gold mines for building trust with potential customers.

Leveraging Video Marketing

Harnessing the essence of video marketing, it singularly captivates audiences in a way unparalleled by any other medium. Did you know that viewers retain 95% of a message when they watch it in video compared to 10% when reading text? That’s huge.

  • Create videos that tell stories – people love narratives they can connect with emotionally.
  • Showcase product demos or behind-the-scenes peeks – these provide transparency and build credibility.
  • Don’t forget live streams on social media platforms – an excellent way to engage directly with followers in real-time.

Incorporating both blogging and video marketing into your content creation strategies will help establish authority within digital spaces while nurturing deeper connections with audiences through engaging storytelling methods – ultimately leading towards business growth via increased visibility online. Focus on crafting content with depth and value rather than merely pumping out large amounts; this approach fosters lasting influence.

The Role of Earned, Owned, and Paid Media in Your Marketing Plan

Let’s talk about the powerhouse trio that can elevate your online presence to stellar heights: earned media, owned media, and paid media. They’re like the Three Musketeers of your marketing plan—each playing a distinct role but together they’re unstoppable.

Earned Media: The Sweet Sound of Others Singing Your Praises

Imagine this. You craft something so extraordinary that folks naturally feel compelled to spread the word. That’s earned media for you—it’s when customers become your brand ambassadors without you having to spend a dime. Think viral social posts or glowing reviews; these are gold because trust me, nothing beats word-of-mouth.

Owned Media: Home is Where Your Brand Is

Your website? That’s owned media. Your blog? Also yours. These platforms are where you have full control over what gets published under your name—giving you unlimited power (use it wisely) to shape perceptions and build relationships directly with your audience.

Paid Media: Boosting Your Voice in a Crowded Room

Sometimes even shouting from the rooftops isn’t enough—you need a megaphone. Enter paid media—the ads across social channels or search engines designed to push your message further than organic efforts alone could ever hope to reach.

In an ideal world (or marketing plan), all three types work together seamlessly—a symbiotic relationship ensuring each piece complements the others for maximum impact on brand awareness and engagement rates within target audiences. This is achieved through strategic content creation across digital strategy channels including email marketing strategies aiming at nurturing leads effectively while leveraging influencer marketing tools available at our disposal today more than ever before.

A blend of earned, owned, and paid media, perfectly tailored to fit into specific goals outlined by clear objectives established during initial stages of the process development phase. By centering on key components that outline success, achieved by regularly employing quantifiable benchmarks of achievement. This ultimately decides the fate of any given campaign run by a business regardless of its size or the industry sector it operates within. Understanding this is a critical element not to be overlooked or taken lightly amidst the plethora of options available to marketers in this day and age where data-driven decisions rule supreme. This ensures every effort made counts towards achieving desired results aligned with the overall company vision moving forward into future endeavours waiting on the horizon, ready to be explored and conquered by the next generation of pioneers leading the way forward with innovation and creativity unmatched by previously seen standards set by predecessors.

Key Takeaway: 

Master the trio of earned, owned, and paid media to skyrocket your online presence. They’re your marketing musketeers – distinct yet unstoppable together. Earn trust with word-of-mouth, control your narrative through owned platforms, and amplify with paid ads for maximum brand impact.

Utilising Social Media for Brand Awareness and Engagement

Gone are the days when social media was just about catching up with old school friends. Today, it’s a powerhouse of brand building and engagement. Navigating the chaos to make your voice heard seems daunting, doesn’t it? Let’s dive deep.

Crafting Your Strategy

The first step is to have a crystal-clear strategy. You wouldn’t set sail without a map, would you? The same goes for navigating the vast ocean of social media marketing.

  • Know your audience: Who are they? What do they love?
  • Pick your platforms wisely: Not all platforms suit every business type.
  • Create compelling content: Content that educates, entertains, or inspires will always win hearts (and likes).

Making Authentic Connections

Nowadays, the thirst for genuineness is real; showing your true self on social platforms can truly distinguish you from the crowd. Share behind-the-scenes peeks into your operations or spotlight team members. By showing the genuine side of your brand, you nurture stronger bonds.

Leveraging User-Generated Content

User-generated content (UGC) isn’t just free advertising; it’s endorsement gold. When customers share their love for your product online, it boosts credibility and reach exponentially more than traditional ads ever could. So encourage sharing by creating hashtags or hosting contests.

Analysing & Adjusting Your Approach Regularly

Digital landscapes shift faster than seasons change in Melbourne. Stay ahead by regularly reviewing performance metrics to understand what works best for engaging with audiences effectively on various platforms—then tweak as necessary.
This continuous improvement cycle ensures sustained growth in both visibility and engagement over time. Remember: success doesn’t happen overnight but develops with persistence and strategic adjustments based on insights gathered along the way.
By focusing on these key areas within your social media efforts—strategy creation, authentic connection-making, user-generated content leveraging, regular analytical reviews—you’ll be well-equipped to boost brand awareness while deeply engaging with current followers.
It turns out dominating those digital spaces might not be as daunting after all.

Key Takeaway: 

Start with a clear strategy and know your audience to cut through the noise on social media. Make real connections and use user-generated content to boost credibility. Keep checking what works and adjust your approach for better engagement.

Email Marketing Techniques for Nurturing Leads

Let’s face it, email marketing is like that friend who always knows how to make you feel special. It’s personal, direct, and when done right, incredibly effective. But how do we turn those cold leads into loyal customers? Crafting a bond with potential customers hinges on providing them with tailored content and special deals that resonate.

Creating Buyer Personas

The first step in any successful email campaign isn’t about crafting the perfect subject line; it’s understanding who’s on the receiving end. Creating buyer personas lets you tailor your emails so they speak directly to their needs, wants, and pain points. Imagine emailing a vegan customer with steakhouse vouchers – not cool.

Crafting Compelling Content

Once you know who you’re talking to, it’s time to create content that resonates. This could be anything from helpful blog posts source linked within your email or exclusive offers just for them. Remember: Value-driven content keeps people engaged.

  • Segment Your List: Not everyone on your list will want the same thing.
  • A/B Testing Subject Lines: What catches their eye?
  • Personalise: Use their name; show them you know them.

Leveraging Automation Smartly

Email automation can be a game-changer but use it wisely. Automate follow-up emails based on actions (think opened an email but didn’t click through) rather than bombarding every subscriber with the same message daily.

Analysing & Adjusting Based On Performance Indicators

Your job doesn’t stop at hitting ‘send’. Monitoring key performance indicators like open rates and conversion rates tells you what works and what doesn’t source. Let data drive your decisions; tweak campaigns accordingly for better results next time around.

Remember folks – nurture relationships via email by showing genuine interest in solving problems or making life easier/better/more fun for those on the other side of that screen.

Key Takeaway: 

Master email marketing by knowing your audience, sending value-packed content, and smartly using automation. Always measure results to tweak for success.

Influencer Marketing as a Tool for Reaching New Audiences

Let’s discuss the powerhouse that is influencer marketing. Far from being just the latest lingo making rounds online, influencer marketing revolutionizes how we connect. To expand your horizons and snag the attention of fresh eyes, collaborating with influencers might just be the ace up your sleeve.

Creating Buyer Personas

Jumping directly into influencer marketing without knowing your target audience is akin to setting sail without a map. You’ll need to create buyer personas. Crafting these profiles isn’t a game of guesswork; it involves meticulously piecing together comprehensive portraits from actual data and insightful observations. Once you’ve mastered this, selecting influencers who resonate with your target audience becomes significantly easier.

Leveraging Social Media Platforms

Social media platforms are the stage where influencer marketing truly shines. From Instagram tales to TikTok clips, every network offers distinct avenues for influencers to genuinely and inventively present your brand. According to Forbes, video content on these platforms particularly stands out in terms of engagement rates.

The right influencer will not only have the reach but also the trust of their followers—transforming what could have been just another ad into genuine endorsements for your brand.

Email Marketing Techniques for Nurturing Leads

But don’t stop there. Influencers can extend their help beyond social media posts by incorporating email marketing techniques as well. Imagine an exclusive newsletter written by an influencer expressing their love for your product or service – now that’s personalisation at its finest.

  • Nurture leads: By providing targeted content directly from voices they trust – yes, we’re talking about our chosen influencers here – potential customers are gently guided down the sales funnel.
  • Create exclusivity: Special offers shared via these emails make subscribers feel part of something unique – all thanks to their association with well-loved influencers.
Key Takeaway: 

Partner with influencers to unlock new audiences, craft detailed buyer personas for targeted campaigns, and use social media’s power alongside email marketing for authentic engagement and lead nurturing.


So, there you have it. We’ve waltzed through the electrifying world of Kreatology, not as mere spectators but as artists ready to paint our digital masterpiece. It’s clear now; this isn’t just another buzzword in the endless sea of marketing jargon. Kreatology is your secret weapon in a world where being heard above the din is no small feat.

We started with a simple premise: To thrive online, blending strategy, creativity, and technology is non-negotiable. Now? This notion has flourished, transforming into an all-encompassing upheaval right at our touch. From crafting buyer personas that feel like old friends to unleashing content that captivates at first glance – we’ve covered some serious ground.

And let’s not forget about those behind-the-scenes heroes – AI technologies making every interaction smoother than ever before without us even noticing they’re there! Silently, they’ve become our allies in the quest for online supremacy.

The path forward? It’s all about harnessing these insights and transforming them into action. Because when Kreatology leads the charge, standing out doesn’t just become possible—it becomes inevitable.

This isn’t merely adding volume to an already noisy world; it’s about striking that perfect chord which resonates deeply within your audience’s heartstrings—making them sit up and take notice.

Congratulations on embarking on this transformative journey with me today—a bold step towards carving out your distinct space amidst chaos using Kreatology as your compass.

Hi! I'm Kylie.

Brand & Digital Marketing Strategist, Educator, AIPP Master Photographer and Superstar Mum of two gorgeous boys.

I help businesses grow with Conversion Driven Websites, Marketing Automation and Traffic Generation.