1. Establish a firm foundation

Be it videos, infographics or blog posts, creating compelling and informative content should be the first step when launching a digital marketing strategy.

Companies are aware of its importance, with 73 per cent of Business-to-Business (B2B) marketers and 70 per cent of Business-to-Consumer (B2C) marketers incorporating content as a key pillar of their digital marketing drive.

Besides capturing a customer’s attention, good content is even capable of conveying a company’s mission and values and help to build a relationship with audiences.

Like solid foundations for a skyscraper, good content can take your company to greater heights by generating quality leads and improving conversion rates.

2. Put it to the test

Once the content is set, the next thing to do is to figure which exact version of your content works best with your audience.

This is where A/B testing comes in to see what works and what needs to be tweaked. Typically, A/B testing works by presenting two versions of the same campaign with just a difference in a single variable. Anything can be tested, from headlines to call-to-actions and design elements such as images and colours.

By conducting a thorough analysis of the data by reviewing metrics like views and bounce rate on your page, you can determine the better-performing campaign and make changes to your approach accordingly.

3. Make yourself seen

With over a billion websites on the Internet, your promising website can be left wallowing in the shadows.

If done right, Search Engine Optimisation (SEO) can plant your website firmly in the spotlight. SEO improves visibility by having websites rank higher on search engines, and higher rankings boost the credibility of your business.

The secret to this is making use of the most common keywords typed into search engines like Google and Yahoo. While straightforward, this involves plenty of research about your target audience to uncover the terms and topics most commonly searched for.

SEO is versatile – it can be applied to a post’s title, URL and even the name of an image file. It is all about the details. Start with a simple search on Google’s Keyword Planner or even check in with ChatGPT, which can help generate a basic list of keywords.

The best thing about SEO? It costs nothing to use. All that is required is some research on the relevant words that will best place your website at the top of any search page.

Other nifty strategies to boost your marketing efforts include solutions like SKALE, which can assist you by creating optimised digital ads and vouchers to drive sales.

4. Build an online presence

No digital marketing strategy would be complete without using social media. And with 84.7 per cent of Singapore’s population being active social media users, it is the best gateway to reach scores of potential customers directly.

But this does not mean flooding the likes of Instagram and TikTok with content. The best social media content is the epitome of creativity. Instead, one way of cutting through the noise would be by developing timely or trendy content that would catch the attention of your audience.

It is also about precision – down to the exact hour to post on social media. For example, social media analytics company Sprout Social found that mornings of certain weekdays are the best times for engagement, in line with business hours. Understanding what works best for your audience is important as well as such windows often shift in line with consumer behaviour.

Ultimately, digital marketing is like the loudhailer of the business world – it gets you seen and heard. This beginner guide will help chart your way to creating a robust marketing strategy that you can build and improve over time.