Digital marketing completely changed the way I do business. It allowed me to reach the right people, tell my story, and grow faster than I ever could with traditional methods.
I have learned that digital marketing is not just about being online. It is about showing up with the right message, using tools that give you clarity, and adjusting as the data speaks. With AI and automation, it is now possible to market with precision and purpose.
This guide shares what has worked for me and for the entrepreneurs I have helped. If you are serious about growing your business, the Entrepreneurs Success Blueprint offers a step-by-step path to do just that.
Key Takeaways
- Digital marketing is essential for modern business growth, combining SEO, content, social media, and paid ads to engage and convert the right audience.
- A successful digital marketing strategy follows a clear 7-step framework—starting from asset audit to ongoing optimisation.
- Mastering core skills like SEO, data analysis, content creation, and automation is key to becoming a high-performing digital marketer.
- Tracking the right KPIs and staying adaptable to trends and challenges are what separate average campaigns from impactful ones.
See also: Proven steps to start a successful business.
What Is Digital Marketing?
I define digital marketing as the use of online platforms, tools, and technology to promote a product, service, or brand.
Unlike traditional marketing, which relies on print, radio, and television, digital marketing allows me to reach the right people through search engines, social media, email, and content.
I started understanding the power of digital marketing when I launched my first campaign using just an email list and a simple blog. It taught me that results do not come from size alone but from strategy, timing, and message.
This direct access to an audience, paired with real-time data, is what makes digital marketing different and more effective than traditional methods.
Traditional Marketing vs Digital Marketing vs Generative Marketing
To understand the evolution, here is a clear comparison of the three approaches:
| Aspect | Traditional Marketing | Digital Marketing | Generative Marketing (GEO Era) |
|---|---|---|---|
| Channels | TV, Radio, Print | Social media, SEO, Email, PPC | AI chat tools, AI summarised content |
| Targeting | Broad audience | Specific, data-driven targeting | Hyper-personalisation using AI |
| Cost Efficiency | High | Scalable and budget-friendly | Automation reduces cost per interaction |
| Feedback Speed | Delayed | Instant via analytics | Real-time predictions and responses |
| Content Creation | Fixed format | Blogs, videos, posts | AI-generated, dynamic content |
Each method has value, but digital marketing changed the game for me because of its flexibility, affordability, and ability to measure everything.
Generative marketing is now adding a new layer, especially with AI-driven summarisation and tools that shape how people discover content without ever clicking on a link.
If you are building your strategy, start with the basics of digital marketing before layering on newer tactics like GEO.
See also: Top 10 Market Research Companies in the US
How Digital Marketing Works
When I first got into digital marketing, I was amazed by how strategic and trackable the entire process could be. It is not just about being present online, it is about using the right tools, platforms, and messages to guide people from discovery to decision.
Digital marketing works by creating a clear path that moves your audience from awareness to action. It blends content, data, and technology to deliver personalised experiences at every stage of the journey.
The Digital Marketing Funnel
Most of what I do in digital marketing fits into a funnel. Each stage has a purpose, and using the right tactics at each level can increase conversion and loyalty.
| Funnel Stage | Purpose | Common Tactics |
|---|---|---|
| Awareness | Let people know you exist | SEO, social media, online ads, blog posts |
| Interest | Build curiosity and trust | Email newsletters, lead magnets, webinars |
| Consideration | Help them weigh options | Case studies, testimonials, detailed guides |
| Conversion | Drive action (buy, book, sign up) | Landing pages, offers, checkout flows |
| Retention | Keep customers coming back | Follow-up emails, loyalty programs, support |
| Advocacy | Turn happy clients into promoters | Referral programs, user-generated content |
See Also: Best Lead Generation Tools for Small Businesses- A Proven Guide
Core Elements That Drive Digital Marketing
1. Audience Targeting
I have found that digital marketing is most effective when I speak to a specific audience.
Platforms like Facebook Ads and Google Ads allow me to target people by age, location, behavior, or interest. This helps reduce wasted ad spend and increase impact.
2. Content and Messaging
Whether it is an article, a video, or a social post, content is what moves people through the funnel. I focus on relevance, clarity, and value.
Well-written content that matches search intent performs better on search engines and earns more engagement.
3. Data and Analytics
Every action taken online creates data. I use tools like Google Analytics and Facebook Insights to measure what is working and adjust quickly.
This is one of the biggest differences from traditional marketing; you do not need to guess.
4. Automation and AI
Marketing automation lets me scale. From automated emails to chatbots, I can engage leads without being hands-on every moment.
AI tools now help with personalisation and predictive marketing, which improve efficiency and outcomes.
The way digital marketing works today is both systematic and flexible. If you want help setting up your strategy or reviewing your current funnel, our Ask an Expert service offers tailored guidance to help you move faster with fewer missteps.
The 7 Ps of Digital Marketing
When I started building digital campaigns, I realised very quickly that the classic 4 Ps of marketing—Product, Price, Place, and Promotion were not enough.
In the digital space, we work with 7 Ps. These give a more complete framework for shaping strategy, messaging, and delivery. I use this model to audit and improve every digital marketing campaign I run.
Understanding the 7 Ps
| P Element | Meaning in Digital Marketing Context |
|---|---|
| Product | Your digital or physical offering—eBooks, software, consulting |
| Price | Strategy behind pricing—discounts, subscriptions, tiered plans |
| Place | Online platforms—website, social, marketplaces, apps |
| Promotion | Channels used to reach your audience—SEO, ads, email, influencers |
| People | Everyone who interacts with customers—support, sales, creators |
| Process | The customer journey—automation, checkout, lead nurturing |
| Physical Evidence | Social proof—testimonials, reviews, case studies, visuals |
Traditional vs Digital Marketing Application
Let me show you how I have seen the 7 Ps shift from traditional models to digital ones:
| Element | Traditional Approach | Digital Marketing Approach |
|---|---|---|
| Product | Shelf or service-based | Often delivered instantly, online, or as SaaS |
| Price | Fixed pricing or printed promotions | Dynamic pricing, flash sales, subscription models |
| Place | Retail locations or mail | Website, social shops, mobile apps, e-commerce platforms |
| Promotion | TV, newspaper, billboards | SEO, PPC, influencer marketing, social campaigns |
| People | Sales staff | Chatbots, community managers, digital support teams |
| Process | In-store experience | Automated funnels, CRM sequences, AI-driven journeys |
| Physical Evidence | Brochures or word of mouth | Online reviews, case studies, UGC, Google ratings |
Example: Launching a Digital Product Using the 7 Ps
A while back, I helped launch an online course for small business owners. Here is how we applied the 7 Ps:
- Product: A pre-recorded digital course hosted on a secure platform
- Price: Offered in three tiers with early-bird discounts
- Place: Sold directly through the course landing page and promoted via our email list
- Promotion: SEO-driven blog content, Facebook ads, and webinar previews
- People: Customer success team handled inquiries and onboarding
- Process: Automated sign-up, payment, and welcome email flow
- Physical Evidence: Embedded video testimonials, TrustPilot reviews, and screenshots
That launch succeeded not because of the content alone, but because every P was aligned. If you are building your own product or service, our business plan template can help you map these out clearly before you even begin marketing.
See also: What Does Business Acumen Mean? Why It’s the #1 Skill for Business Success
Types of Digital Marketing
When I started exploring digital marketing, I quickly saw how diverse and powerful the options were. Each type of digital marketing serves a different purpose, and choosing the right mix depends on your goals, audience, and budget.
Below are the main types of digital marketing I use regularly, with a clear explanation of how each one works.
Search Engine Optimisation (SEO)
SEO in digital marketing is about improving your website so it ranks higher on search engines like Google. I focus on creating valuable content, using the right keywords, and optimising technical elements like loading speed and mobile usability.
Organic search still drives the highest quality traffic for us and most of our clients.
Content Marketing
Content marketing helps me educate and engage potential customers. I use blog posts, videos, infographics, and case studies to answer questions and provide value.
Good content also boosts SEO and builds trust.
Social Media Marketing
Social media lets me meet my audience where they already spend time. I have used platforms like LinkedIn, Facebook, Instagram, and TikTok to build brand awareness, drive traffic, and run ads targeted by location, interest, and behaviour.
Pay-Per-Click Advertising (PPC)
PPC advertising, like Google Ads and Facebook Ads, delivers instant visibility. I use it when I want to generate leads quickly or promote time-sensitive offers.
Budget control and targeting options make it highly flexible.
Email Marketing
Email marketing is one of my most cost-effective tools. It allows me to nurture leads, share updates, and build relationships through newsletters and automated sequences. With segmentation, I send the right message to the right people.
Influencer Marketing
I have partnered with influencers, especially micro-influencers, to promote offers to niche audiences. It works well when trust and credibility are key.
Influencers can drive engagement and conversions faster than branded content alone.
Affiliate Marketing
In affiliate marketing, others promote my product and earn a commission for every sale. It is performance-based, meaning I only pay when results come in. This model scales well for info-products and e-commerce.
Video and Podcast Marketing
Video has outperformed other formats in many of my campaigns. Whether it is a YouTube tutorial or a short-form Instagram reel, video helps explain complex ideas clearly. Podcasts also build authority and keep your brand top-of-mind.
Conversational Marketing
Chatbots, live chat, and messaging apps like WhatsApp help me connect with users in real-time. I use these tools to improve lead generation and speed up response time, especially during product launches.
Generative Engine Optimisation (GEO)
With the rise of AI, content is often consumed through summarised snippets or voice assistants. GEO focuses on making your content discoverable by AI engines like ChatGPT and voice search tools.
I structure content with clear questions, answers, and clean metadata to improve visibility.
Here is a simple table comparing how I apply each type based on campaign goals:
| Digital Marketing Type | Best Used For |
|---|---|
| SEO | Long-term traffic and visibility |
| Content Marketing | Education, engagement, and SEO support |
| Social Media | Brand awareness, engagement, customer feedback |
| PPC | Quick traffic, promotions, lead generation |
| Email Marketing | Relationship building, retention, sales |
| Influencer Marketing | Reaching niche or skeptical audiences |
| Affiliate Marketing | Performance-based promotion |
| Video/Podcast Marketing | Demonstrations, storytelling, authority |
| Conversational Marketing | Customer support, real-time engagement |
| GEO | AI-driven discovery and future-proofing |
Each type of digital marketing plays a role. I recommend starting with one or two, getting comfortable, then expanding your mix. If you are unsure which to begin with, the Ask an Expert service is a great way to get clarity and save time.
Types of Digital Marketing Channels
One of the things that helped me get better results in digital marketing was understanding the difference between channels and tactics.
Digital marketing channels are the pathways I use to deliver content and connect with my audience. Choosing the right channels has a big impact on reach, engagement, and conversions.
The Four Core Types of Digital Marketing Channels
I divide digital marketing channels into four key categories. Each one serves a unique function in how your message is delivered and received.
| Channel Type | Description | Examples |
|---|---|---|
| Owned Media | Platforms you control | Website, blog, email list, mobile app |
| Paid Media | Channels you pay to access | Google Ads, Facebook Ads, influencer posts |
| Earned Media | Exposure you earn through others | Mentions, shares, PR, backlinks |
| Shared Media | User-generated or community-driven interactions | Social media comments, forums, retweets |
Owned Media
These are the channels I own and control. I always recommend building strong owned media assets first, especially your website and email list. They are cost-effective and give you full creative and data control.
Paid Media
I use paid media when I need fast traffic or want to test offers quickly. It is essential for scaling campaigns, launching products, or retargeting website visitors who did not convert.
Earned Media
Earned media builds trust. When people mention or link to my content, it improves my SEO and brand credibility. This is where public relations, influencer relationships, and quality content come into play. I have been featured in a couple of publications.
Shared Media
Shared media allows two-way communication. Social platforms give me insight into what people care about and help amplify messages organically. It is also a great place for storytelling and community building.
When I plan a campaign, I make sure to combine at least two of these channels. For instance, I might promote a blog post (owned media) using a Facebook ad (paid media), hoping it gets shared (shared media) and linked to by others (earned media).
If you want to reach a core audience of business owners through a trusted platform, our advertising packages are designed for that. We help entrepreneurs showcase their services directly to decision-makers on Entrepreneurs.ng.
Benefits of Digital Marketing
When I shifted fully into digital marketing, the benefits became clear fast. Unlike traditional marketing, digital marketing gave me direct access to my audience, better control over my budget, and clear data on what was working.
It continues to be the most flexible and measurable way to grow a business.
Key Benefits of Digital Marketing
1. Targeted Reach
With digital marketing, I can reach the exact people I want based on interests, behaviour, location, and more. This targeting leads to higher-quality leads and better conversion rates.
2. Measurable Results
Everything in digital marketing can be tracked, from ad clicks to email opens. I rely on data from tools like Google Analytics and Meta Ads Manager to know what works and what to change.
3. Cost Efficiency
Compared to traditional marketing, digital campaigns are more budget-friendly. I can start small, test different strategies, and scale only what works.
4. Speed and Flexibility
I can launch a campaign in hours, not weeks. If something is not working, I adjust quickly. This speed keeps me ahead of the competition.
5. Global Access with Local Precision
Digital marketing lets me reach customers across the country or across the street. Whether I am running a national campaign or targeting one city, I can do both from the same platform.
6. Better Engagement and Interaction
Social media, email, and live chat allow me to speak directly with customers. This interaction helps build relationships and loyalty faster than one-way messaging ever could.
7. Improved Customer Insights
I use digital marketing to learn what my audience cares about. Heatmaps, scroll depth, and A/B testing all reveal how people respond to content, helping me make smarter decisions.
Here is a breakdown that compares traditional marketing and digital marketing by key performance benefits:
| Benefit | Traditional Marketing | Digital Marketing |
|---|---|---|
| Audience Targeting | General | Specific and data-driven |
| Cost | High and fixed | Scalable and performance-based |
| Campaign Speed | Slow to launch or edit | Fast to launch and flexible to adjust |
| Measurement | Hard to track | Real-time data and analytics |
| Engagement | One-way (TV, radio) | Two-way (social, email, chat) |
| Conversion Tracking | Limited or delayed | Instant visibility through dashboards |
If you are still relying on traditional methods, now is the time to pivot. And if you want to speed up that transition, our Entrepreneurs Success Blueprint gives you a clear path to building a digital-first business.
See also: What Does PR Stand for in Business? Unlocking the Power of Public Relations
How to Become a Digital Marketer
When I first stepped into digital marketing, I had no formal background. What helped me was staying curious, taking action, and building real-world experience.
If you are starting fresh or switching careers, there is no fixed path, you can learn, test, and grow your skills at your own pace.
Steps to Become a Digital Marketer
1. Learn the Fundamentals
Start by understanding the core types of digital marketing: SEO, email, content, social media, and PPC.
Free resources, online courses, and industry blogs are great for building foundational knowledge. I recommend platforms like HubSpot Academy, Google Digital Garage, and YouTube tutorials.
2. Choose a Focus Area
While it helps to understand the big picture, I suggest picking one area to specialise in first. For example, I started with content marketing, then layered on SEO and email strategy.
Picking a niche allows you to build deeper skills and get results faster.
3. Practice by Doing
Knowledge alone is not enough. Apply what you learn by starting a blog, running a small ad campaign, or managing a business social media page. Every small project builds your portfolio.
4. Build Your Personal Brand
I use LinkedIn to share insights, connect with other marketers, and showcase my experience. A strong online presence acts as proof of your knowledge and attracts opportunities.
5. Stay Updated
Digital marketing changes fast. I follow thought leaders, attend webinars, and test new tools regularly. It keeps me sharp and ahead of trends.
Recommended Learning Path
| Stage | Focus Area | Suggested Tools and Resources |
|---|---|---|
| Beginner | SEO, Social Media, Email | Google Skillshop, HubSpot, Canva, Mailchimp |
| Intermediate | Content, PPC, Analytics | SEMrush, Google Ads, Ahrefs, Google Analytics |
| Advanced | Automation, AI, GEO | Zapier, ChatGPT, Jasper, llms.txt, schema markup |
Digital Marketing Skills You Need to Succeed
The first time I landed a digital marketing project, I realised quickly that results depended more on skill than on tools. Digital marketing is a mix of creativity, analysis, and strategy.
To stay competitive and deliver results, you need a balanced skill set that covers both the technical and human side of marketing.
Core Digital Marketing Skills
1. SEO and Keyword Research
Understanding how search engines work helps your content rank and attract organic traffic.
I use tools like SEMrush and Google Keyword Planner to find the right keywords, optimise pages, and track rankings.
2. Content Creation and Copywriting
Content powers every digital channel. Whether it is a blog post, email, or ad, writing that is clear and persuasive makes a huge difference.
I practise writing headlines, testing formats, and using storytelling to keep content engaging.
3. Social Media Management
Knowing how to plan, schedule, and analyse content across platforms is key. I use social media not just to post, but to listen to what my audience wants.
Platforms like Hootsuite and Buffer help me stay consistent.
4. Data Analysis
Every campaign leaves a trail of numbers. I use Google Analytics, Facebook Insights, and email dashboards to see what is working and where to improve.
Being data-literate helps me make better marketing decisions.
5. Paid Advertising (PPC)
Running effective ads on Google or Facebook takes strategy. I test copy, creative, and targeting, then analyse results to scale what works.
A small test budget often gives me insights I can use to optimise broader campaigns.
6. Marketing Automation
Tools like Mailchimp, ConvertKit, and Zapier save me hours. Automating emails, follow-ups, and workflows helps me run smarter campaigns without constant manual effort.
7. Technical Skills
Basic understanding of HTML, CMS platforms like WordPress, and schema markup helps me implement strategies without waiting on a developer. It is not mandatory, but it gives me more control.
Skill Categories by Role
| Skill Type | Examples | Best Suited For |
|---|---|---|
| Technical Skills | SEO, analytics, automation, schema | SEO specialists, digital strategists |
| Creative Skills | Copywriting, content, video editing | Content marketers, social media managers |
| Strategic Skills | Funnel building, campaign planning | Digital marketing managers, consultants |
| Soft Skills | Communication, adaptability, curiosity | Every role in digital marketing |
When I hire or mentor marketers, I look for people who show a mix of these skills and a hunger to keep learning. And if you are building your own brand, these are the exact skills that will help you grow without depending on a big team.
How to Get Clients as a Digital Marketer
Getting clients is one of the biggest challenges most new digital marketers face. You may have the skills, but without a portfolio, referrals, or credibility, it can be difficult to convince businesses to trust you.
Fortunately, there are proven steps that can help you build trust, demonstrate value, and start attracting clients consistently, even without an agency background.
Practical Steps to Land Your First Clients
1. Build a Simple Online Presence
Every digital marketer should start with a professional online presence. A clean website, a well-structured LinkedIn profile, and a clear service page can go a long way in building trust.
Make sure to highlight what you do, who you serve, and how potential clients can reach you.
2. Target Small Local Businesses
Small businesses often need digital marketing support but lack in-house expertise. Offer services such as social media management, website optimisation, or basic ad campaigns at an entry-level rate.
This is a smart way to build experience, gather testimonials, and start generating word-of-mouth referrals.
3. Share Valuable Content
Use social media and online forums to share tips, quick wins, and marketing insights. When you offer value upfront, it builds authority and shows potential clients that you know your craft. This also increases visibility without paid advertising.
4. Ask for Referrals and Collect Testimonials
After delivering results, always ask for testimonials and referrals. A single satisfied client can open doors to several others. These reviews also work as silent sales tools, especially when displayed on your website and social profiles.
5. Use Freelance Platforms Strategically
Platforms like Upwork and Fiverr can help new digital marketers gain hands-on experience. While they may not be long-term solutions, they are useful for building confidence, improving your workflow, and generating quick case studies.
Useful Tools for Client Acquisition
| Tool | Purpose |
|---|---|
| Canva | Design for ads, content, and social posts |
| Google Docs | Proposals, reporting, and client briefs |
| Trello / Notion | Project tracking and client onboarding |
| Calendly | Simple and professional meeting scheduling |
| Google Workspace | Email, document sharing, and collaboration |
Turning your digital marketing skills into a business starts with structure and clarity. The Entrepreneurs Success Blueprint is built to help you develop the exact systems that convert prospects into paying clients, whether you are just starting or looking to scale.
SEO in Digital Marketing
Search engine optimisation has been one of the most powerful tools in my digital marketing toolkit. SEO in digital marketing helps content rank on search engines like Google so that people can find your business when they need it.
It is not just about getting clicks, it is about attracting the right people with intent to act.
Why SEO Matters
Most of the clients I have worked with underestimate the power of organic search. But data from BrightEdge shows that 68% of online experiences begin with a search engine.
That is a huge opportunity. SEO brings in consistent traffic without ongoing ad spend, and builds trust because people often see organic results as more credible than paid ads.
Core Elements of SEO
| SEO Component | What It Involves | Tools I Use |
|---|---|---|
| On-Page SEO | Keyword usage, meta tags, internal linking, content | Yoast, Surfer SEO, Clearscope, Rank Math |
| Off-Page SEO | Backlinks, PR, social shares | Ahrefs, Semrush, Google Alerts |
| Technical SEO | Site speed, mobile-friendliness, crawlability | Google Search Console, Screaming Frog |
| Content Optimisation | Matching search intent, structure, readability | ChatGPT, Grammarly, Hemingway |
| Local SEO | Google Business Profile, local citations, reviews | Moz Local, BrightLocal |
How I Apply SEO in My Work
Every blog post I write starts with keyword research. I focus on long-tail keywords that match what my audience is searching for.
Then I structure the content clearly, add internal links, and make sure the page loads fast. Over time, this approach builds domain authority and steady traffic.
I also use schema markup and tools like llms.txt to prepare content for the next evolution of SEO—generative engine optimisation (GEO).
With search engines pulling AI-generated summaries, it is more important than ever to structure content in a way machines can read and present clearly.
If you want to start applying SEO to your business or content strategy, our Ask an Expert service can help you audit your site, find the best keywords, and build a realistic growth plan.
What Is Internet Marketing?
Internet marketing is the broader term used to describe all the strategies and tactics used to promote products or services online.
While often used interchangeably with digital marketing, internet marketing is specifically focused on using internet-based channels to drive awareness, engagement, and conversions.
It includes email marketing, search engine marketing, content marketing, affiliate programs, and more. Internet marketing helps businesses connect with audiences globally, track performance in real time, and scale with precision.
Difference Between Internet Marketing and Digital Marketing
Though related, internet marketing is a subset of digital marketing. Here’s a simple comparison:
| Term | Scope | Examples |
|---|---|---|
| Digital Marketing | Includes online and offline digital channels | SEO, PPC, digital billboards, mobile SMS |
| Internet Marketing | Focused solely on internet-based strategies | Email campaigns, Google Ads, online courses |
Core Channels in Internet Marketing
1. Email Marketing
A core part of my strategy, email marketing allows direct, permission-based communication with potential and existing customers. With automation, it is easy to deliver personalised messages at scale.
2. Search Engine Marketing (SEM)
SEM includes both organic SEO and paid search (PPC). Using tools like Google Ads and keyword targeting, businesses can appear at the top of search results when it matters most.
3. Content Marketing
Creating high-quality content builds authority and attracts inbound traffic. This includes blog posts, guides, videos, infographics, and more, tailored to answer questions and solve problems for your audience.
4. Affiliate and Referral Marketing
Businesses use affiliate partners to promote their offers. This performance-based model means affiliates only earn when they deliver results, making it highly cost-effective.
5. Online PR and Influencer Outreach
Reaching out to bloggers, influencers, and online publications is another part of internet marketing. These relationships help spread your message and build third-party credibility.
Internet marketing remains a foundational part of any digital marketing strategy. It is measurable, scalable, and essential for reaching today’s connected consumer.
How to Create a Digital Marketing Strategy
A digital marketing strategy is not just about choosing the right tools, it is about setting a clear direction, knowing your audience, and building systems that deliver results.
I have worked with enough entrepreneurs to know that without a strategy, most campaigns fail to convert. A structured approach turns guesswork into growth.
My 7-Step Framework for Building a Digital Marketing Strategy
1. Audit Your Current Assets
Start by assessing what you already have. Review your website, email list, social channels, past content, and ad campaigns. This helps identify gaps and assets you can leverage immediately.
2. Set SMART Goals
Your goals must be Specific, Measurable, Achievable, Relevant, and Time-bound. For example: “Generate 500 email subscribers in 90 days through organic content and paid ads.”
3. Understand Your Audience
Use analytics, surveys, and customer interviews to identify who you are targeting. What are their pain points? Where do they spend time online? The better you know them, the better you can reach and convert them.
4. Choose the Right Channels
Not every business needs to be on every platform. Choose based on where your audience is most active. For example, B2B businesses may prioritise LinkedIn, while consumer brands might focus on Instagram or TikTok.
5. Build Content and Campaigns
Create high-quality content that aligns with your goals and audience needs. Combine educational pieces, promotional offers, and storytelling to attract and convert users. Plan your calendar, set budgets, and assign responsibilities.
6. Track KPIs
Establish clear key performance indicators (KPIs) for each channel. Examples include traffic, bounce rate, conversion rate, cost per lead, and email open rates. Use tools like Google Analytics, HubSpot, or Meta Business Suite.
7. Optimise and Repeat
Monitor performance weekly or monthly. Use A/B testing, customer feedback, and real-time data to adjust your strategy. Digital marketing is iterative, you are never done improving.
Integrating Strategy Models: RACE and SOSTAC
I often use established models to guide planning:
| Model | Stands For | Where It Fits In |
|---|---|---|
| RACE | Reach, Act, Convert, Engage | Content, channel strategy, and engagement loops |
| SOSTAC | Situation, Objectives, Strategy, Tactics, Action, Control | Full strategic planning from start to optimisation |
AI tools like ChatGPT, Jasper, and Surfer SEO can now be integrated into these models. They help with audience insights, content generation, trend analysis, and performance monitoring, speeding up strategy execution and saving hours of manual work.
Key Performance Indicators (KPIs) in Digital Marketing
In every campaign I have overseen or advised on, success came down to one thing—tracking the right KPIs.
Key performance indicators in digital marketing help you measure what matters and understand whether your strategy is working. Without them, you are flying blind.
What Are Digital Marketing KPIs?
KPIs are measurable values that indicate how well your campaigns are performing against your goals. They provide clarity, inform decisions, and highlight where to optimise.
Different channels and strategies use different KPIs, so it is important to track the ones that align with your specific objectives.
Must-Track Digital Marketing KPIs by Channel
| Channel | KPI Examples | Why It Matters |
|---|---|---|
| SEO | Organic traffic, keyword rankings, bounce rate | Tracks visibility and user behaviour |
| Email Marketing | Open rate, click-through rate, unsubscribe rate | Measures engagement and relevance |
| PPC | Cost per click (CPC), conversion rate, ROAS | Tracks paid campaign efficiency |
| Social Media | Engagement rate, shares, follower growth | Measures reach and interaction |
| Content Marketing | Page views, time on page, backlinks | Shows content quality and SEO impact |
| Website Performance | Conversion rate, traffic sources, exit rate | Reflects UX, navigation, and content flow |
| Affiliate Marketing | Referral traffic, conversion rate, commission cost | Evaluates partner effectiveness |
How I Use KPIs to Optimise Campaigns
Once KPIs are defined, I track them using tools like Google Analytics, Facebook Business Manager, and UTM links. I review performance weekly or monthly, depending on campaign goals.
If bounce rates are high, I adjust content or UX. If email open rates drop, I test new subject lines or segments.
Using KPIs not only saves time, it drives growth. It helps you spend smarter, deliver more relevant content, and refine your message continuously.
Digital Marketing Challenges
Even with the right tools and strategy, digital marketing is not without its challenges. I have seen businesses struggle not because they lack effort, but because they underestimate how complex and fast-changing this space can be.
Knowing the common digital marketing challenges helps you prepare, adapt, and grow without wasting time or money.
Common Challenges in Digital Marketing
1. Keeping Up with Trends and Algorithm Changes
Search engine algorithms, social media reach, and ad policies are constantly evolving. One month you are ranking on page one, the next you are not even visible.
Staying current requires continuous learning and frequent testing.
2. Creating Consistent, High-Quality Content
Quality content is essential for SEO, engagement, and conversion. But creating it regularly requires time, creativity, and a clear strategy.
Many brands struggle to find the right voice or maintain a publishing schedule.
3. Tracking and Interpreting Data
Data overload is a real problem. With so many metrics across platforms, knowing which numbers matter can be confusing.
Poor tracking leads to poor decisions, especially if you are not using dashboards or analytics tools effectively.
4. Budget Limitations
Small businesses often have limited resources. Running ads, hiring writers, or investing in software can stretch a tight budget.
This is where strategic planning and prioritising ROI-driven channels become critical.
5. Choosing the Right Channels
Not every channel suits every business. I have seen brands waste time on platforms where their audience does not even exist. Research, testing, and niche focus help solve this.
6. Customer Trust and Privacy Concerns
With increased awareness about data privacy, users are cautious about giving away their information. Building trust through transparency, secure platforms, and quality service is now more important than ever.
7. Measuring ROI Accurately
One of the hardest parts of digital marketing is proving value, especially for long-term activities like SEO or brand building.
Clear goals and regular performance reviews help track actual returns on time and money invested.
Strategic Response to These Challenges
| Challenge | Suggested Response |
|---|---|
| Trend shifts | Follow industry blogs, attend webinars, adapt fast |
| Content burnout | Use a content calendar and repurpose formats |
| Data confusion | Focus on 3–5 key KPIs, set up custom dashboards |
| Budget pressure | Start with high-ROI channels like email or SEO |
| Wrong channel focus | Research audience platforms before committing |
| Privacy scepticism | Use clear CTAs, secure systems, and build trust |
| ROI measurement difficulty | Define goals, track KPIs, use attribution tools |
At Entrepreneurs.ng, we help businesses navigate these challenges with expert insight and hands-on support. Our Ask an Expert service is ideal for entrepreneurs who want guidance without guesswork.
What Is a Digital Marketing Agency and How It Works
A digital marketing agency helps businesses plan, execute, and optimise their online marketing strategies.
Whether you are a startup or an established brand, working with a digital marketing agency can save time, increase performance, and give you access to skills and tools that would otherwise take years to build in-house.
Digital marketing agencies handle everything from SEO and content creation to ad management and analytics. Depending on the agency, you may get a full-service package or specialised support in one area like PPC or social media.
What Services Do Digital Marketing Agencies Offer?
| Service Area | What It Includes |
|---|---|
| SEO | Keyword research, on-page optimisation, link building |
| PPC | Google Ads, Facebook Ads, retargeting campaigns |
| Content Marketing | Blog writing, video scripts, infographics, newsletters |
| Social Media Marketing | Strategy, content scheduling, community engagement |
| Email Marketing | Campaign design, automation, segmentation |
| Web Design and UX | Custom website development, user experience improvement |
| Analytics and Reporting | Performance dashboards, ROI tracking, heatmaps |
| Conversion Optimisation | Landing page testing, funnel audits, CTA improvements |
A good agency acts as your strategic partner. It does not just execute tasks, it helps you grow through informed, data-driven decision-making.
Benefits of Hiring a Digital Marketing Agency
1. Access to a Team of Experts
Instead of hiring one marketer, you get a full team—strategists, writers, designers, analysts, and ad specialists.
2. Faster Results
Agencies have established workflows, tools, and templates. This reduces trial and error, especially for startups or businesses new to digital marketing.
3. Objective Feedback and Strategy
Sometimes, internal teams are too close to the brand. Agencies offer a fresh, unbiased perspective that can highlight missed opportunities or outdated tactics.
4. Scalable Services
Whether you want to launch a small campaign or a full-blown digital rebrand, agencies can scale efforts up or down based on your needs and budget.
5. Cost-Efficiency
Hiring an agency may seem expensive upfront, but it often costs less than building and training an internal team, especially if you need results fast.
How to Choose the Right Digital Marketing Agency
Choosing the right agency is crucial. Here are key factors to consider:
| Criteria | What to Look For |
|---|---|
| Industry Experience | Proven results in your niche or similar markets |
| Transparent Pricing | Clear breakdown of costs, deliverables, and timelines |
| Measurable Approach | Data-driven reporting, defined KPIs |
| Cultural Fit | Communication style and values that align with your brand |
| Client Testimonials | Real success stories, not just reviews |
If you are not ready to hire a full-time agency, you can still get expert help on demand. At Enrepreneurs.ng, we cover content production for specific industries.
Conclusion
Digital marketing is not just a skill, it is a powerful engine for business growth. Whether you are running a startup or refining an existing brand, understanding how digital marketing works and applying the right strategy can transform your results.
The key is to start with clarity. Learn the essentials, choose the right channels, set measurable goals, and refine as you go. With the right mindset and tools, you can attract the right audience, convert more leads, and build a sustainable business.
We want to see you succeed, and that’s why we provide valuable business resources to help you every step of the way.
- Join over 21,000 entrepreneurs by signing up for our newsletter and receiving valuable business insights.
- Register your business today with Entrepreneurs.ng’s Business Registration Services.
- Tell Your Brand Story on Entrepreneurs.ng, let’s showcase your brand to our global audience.
- Need help with your marketing strategy? Get a Comprehensive Marketing and Sales Plan here.
- Sign up for our Entrepreneurs Success Blueprint Programme to learn how to start and scale your business in just 30 days.
- Book our one-on-one consulting and speak to an expert about structuring and growing your business.
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- Advertise your business to over a million entrepreneurs through our different advertising packages.
Frequently Asked Questions
What is digital marketing?
Digital marketing is the use of online channels such as SEO, email, social media, and paid ads to reach and convert customers.
It combines content, technology, and data to engage people precisely and measure performance with real-time feedback.
What are the types of digital marketing?
Key types of digital marketing include SEO, content marketing, social media marketing, PPC, email marketing, affiliate marketing, influencer marketing, video and podcast marketing, conversational tools, and generative engine optimisation (GEO). Each drives different results based on audience and goals.
How do I create a digital marketing strategy?
A strong strategy follows a 7-step framework: audit your digital assets, set SMART goals, define your audience, choose the right digital marketing channels, build content and campaigns, track key performance indicators (KPIs), and optimise continuously.
What digital marketing channels should I use?
The main digital marketing channels are owned (website, email), paid (ads), earned (media coverage, backlinks), and shared (social engagement). The right mix depends on your goals, audience behaviour, and budget.
What are the key performance indicators in digital marketing?
Important KPIs include organic traffic, keyword rankings, email open and click-through rates, cost per click (CPC), return on ad spend (ROAS), engagement metrics, backlinks, and conversion rates.
What challenges do digital marketers face?
Common challenges include keeping up with constant changes in trends and algorithms, producing consistent content, managing data effectively, handling limited budgets, selecting the right platforms, and tracking return on investment.
What does a digital marketing agency do?
A digital marketing agency plans, executes, and manages strategies across SEO, PPC, content, email, social media, web development, analytics, and conversion optimisation. They provide expertise, save time, and help businesses grow more efficiently.
What is SEO in digital marketing?
SEO, or search engine optimisation, is the process of improving your website so it ranks higher in search engine results. This includes content optimisation, keyword use, link building, and improving technical performance.
How do I become a digital marketer?
Start by learning digital marketing fundamentals through online courses and tutorials. Focus on SEO, social media, email marketing, and PPC. Build a portfolio by working on real projects and develop a personal brand through social platforms like LinkedIn.
What are the benefits of digital marketing?
Digital marketing offers precise targeting, measurable outcomes, cost-effective campaigns, rapid implementation, global visibility, better audience engagement, and deeper customer insights—all of which support scalable business growth.
