“Build it and they will come” just doesn’t cut it anymore. In today’s hyper-competitive digital world, there’s always another option waiting in the wings—if your audience can’t find you quickly, they’ll move on just as fast. Take your foot off the gas even briefly, and you risk falling behind.

That’s where digital marketing comes in. Most consumers spend a good chunk of their day online—checking emails, scrolling social media, or browsing for solutions. Reaching them where they already are puts your brand right in their line of sight and keeps you top of mind.

But to make that connection count, you need a plan. A solid digital marketing strategy helps you choose the right platforms, craft the right messages, and align every effort with your bigger business goals.

Here’s your guide to building a digital marketing strategy that works—without the guesswork.

What is a digital marketing strategy?

A digital marketing strategy is your game plan for using online channels to connect with your audience and turn browsers into buyers. It lays out how your business will show up across digital platforms—like social media, search engines, email, and more—to build relationships, boost visibility, and drive results.

While it centers on digital tactics, a smart strategy doesn’t exist in a vacuum. It should sync up with your offline efforts—think trade shows, direct mail, or even a well-placed billboard—to create a seamless brand experience.

In essence, your digital marketing strategy is the roadmap for everything you do online. It brings focus and direction to your efforts, helping you make smart decisions that support both everyday sales and big product launches. Whether you're nurturing new leads or re-engaging loyal customers, it keeps your ecommerce goals in sight—and your brand in front of the right people.

Digital marketing strategy vs. digital marketing tactics**

“Strategy” and “tactics” often get thrown around like they’re one and the same—but when it comes to digital marketing, they play very different roles.

Your digital marketing strategy is the big-picture plan—the why behind your marketing decisions. It outlines your goals, target audience, and the overall direction you’ll take to grow your brand online.

On the other hand, digital marketing tactics are the how. These are the specific actions you take to bring your strategy to life—like running Instagram ads, launching a content marketing campaign, or teaming up with influencers.

Think of it like this: deciding to invest in social media to connect with Gen Z shoppers is part of your strategy. Running a series of Instagram Reels to showcase your product? That’s a tactic.

In short, your strategy sets the course, and your tactics are the tools that help you get there. When they work in harmony, that’s when the magic happens.

Owned, earned, and paid media in a digital marketing strategy

A well-rounded digital marketing strategy taps into three key types of media: owned, earned, and paid. Each plays a unique role in helping you reach your audience and guide them from discovery to decision.

Owned media
Includes the channels and content you create and control—your blog, product pages, email newsletters, YouTube videos, and even your social media posts. It’s the foundation of your digital presence and reflects your brand voice, values, and offerings.

Earned media
This is the attention you don’t pay for—like a glowing product review, a mention in a gift guide, or customers sharing your content organically. It’s often the result of strong owned content or smart relationship-building, and it can be a powerful trust-builder.

Paid media
It is just what it sounds like—content you pay to put in front of your ideal audience. Think sponsored posts, PPC ads, influencer partnerships, and social media campaigns. Done right, it can help you reach new eyes fast and support your larger goals.

By combining all three—owned, earned, and paid—you create a marketing mix that reaches people at every stage of their journey, from casual scrolls to serious buying decisions. It's about being present, persuasive, and consistent—wherever your audience is.

How to structure a digital marketing strategy

With so many moving parts—platforms, tactics, goals—it’s easy to feel overwhelmed when trying to fit everything into one cohesive plan. Juggling content calendars, campaign ideas, and KPIs can quickly turn into a digital juggling act.

That’s why it helps to lean on proven frameworks to bring structure and clarity to your strategy. These tried-and-true models give you a solid foundation to build from, helping you organize your efforts, stay focused, and make smarter decisions along the way.

Think of it as giving your marketing chaos a roadmap—so instead of guessing what to do next, you’re working from a plan that actually supports your goals.

RACE model

The RACE model is a helpful framework for building a digital marketing strategy that actually moves the needle. It centers on setting SMART goals—that’s specific, measurable, achievable, relevant, and time-bound—at every stage of the customer journey. Each step has a purpose, and together they guide your audience from first click to long-term loyalty.

Here’s how it breaks down:

Reach – The goal here is visibility. Use SEO, paid ads, and social media to get in front of new audiences and drive traffic to your website.

Act – Short for interact, this phase is all about engagement. Encourage potential customers to take that first step—like signing up for your newsletter, downloading a freebie, or adding a product to their cart.

Convert – This is where interest turns into action. Focus on converting site visitors into paying customers through well-optimized product pages, clear calls-to-action, and friction-free checkout experiences.

Engage – The journey doesn’t end at the sale. Keep the conversation going with your customers through post-purchase emails, loyalty programs, and helpful content to build lasting relationships.

The beauty of the RACE model is in its simplicity—it gives you a clear path to follow while keeping your audience at the heart of everything you do.

AIDA model

The AIDA model is a classic for a reason. It stands for Attention, Interest, Desire, and Action—and it’s all about guiding your audience through the stages of decision-making, one thoughtful step at a time.

The idea is simple: tailor your marketing tactics based on where someone is in the sales cycle. Someone who’s just stumbled across your brand needs a very different message than a loyal customer who’s already made a purchase.

Here’s how it plays out:

Attention – First impressions count. Use eye-catching visuals, scroll-stopping headlines, or clever hooks to get on your audience’s radar.

Interest – Now that you’ve got their attention, spark curiosity. Share valuable, relevant content that speaks to their needs and shows how you can help.

Desire – Time to make it personal. Highlight benefits, social proof, or unique selling points that make your product or service irresistible.

Action – Bring it home with a clear, compelling call-to-action. Whether it’s “Buy Now,” “Sign Up,” or “Get Started,” make the next step easy and obvious.

The AIDA model helps ensure your messaging meets people where they are—whether they’re discovering you for the first time or just one click away from converting.

Inbound marketing

Inbound marketing is all about drawing customers in—not chasing them down. Instead of interrupting your audience with cold calls or hard-sell ads, this approach focuses on creating valuable content that naturally attracts people to your brand.

It leans on strategies like SEO, content marketing, and social media to bring traffic to your website, helping potential customers discover you on their own terms.

Marketers who embrace inbound tactics prioritize creating helpful, engaging content that speaks to what customers need at every stage of the buying journey—from the first search to the final purchase (and beyond).

It’s about being useful, relevant, and present—so when someone’s ready to make a decision, your brand is already top of mind.

Growth hacking

Growth hacking is all about speed, creativity, and results. At its core, it’s the art of running fast, data-driven experiments to figure out what works—and what doesn’t—as quickly as possible.

Rather than following a traditional, long-term marketing playbook, growth hackers focus on low-cost, high-impact tactics like A/B testing, SEO, and viral social media campaigns to boost reach and grow their customer base.

It’s an especially smart approach for new businesses or startups looking to make a splash without burning through their entire budget. By testing ideas early and often, you can double down on what drives results—and pivot away from what doesn’t.

In short, growth hacking is less about guesswork and more about smart, scrappy experimentation to fuel real, measurable growth.

The funnel model

The marketing funnel is a tried-and-true way to understand—and guide—how people move from discovering your brand to becoming loyal advocates. It’s made up of five key stages:

1. Awareness – Getting on your audience’s radar. This is where you attract attention through tactics like SEO, social media ads, and blog content.

2. Consideration – Once people know who you are, it’s time to give them a reason to stick around. Share helpful resources, product comparisons, or testimonials that highlight your value.

3. Conversion – This is the decision point. Here, you’ll want to make the buying process as easy and compelling as possible—think optimized product pages, discounts, or free trials.

4. Loyalty – The relationship doesn’t end after a purchase. Stay connected through personalized emails, exclusive offers, or helpful content that keeps your brand top of mind.

5. Advocacy – Happy customers can be your best marketers. Use tactics like referral programs, loyalty rewards, or UGC (user-generated content) campaigns to encourage them to spread the word.

Marketers using the funnel model tailor their tactics for each stage, ensuring that every piece of content or campaign has a clear purpose. It's about meeting your audience where they are—and guiding them forward with value at every step.

How to create a digital marketing strategy in 6 steps

Ready to build a digital marketing strategy that actually delivers—whether that’s more reach, higher revenue, or a thriving business? It’s easy to get overwhelmed with so many channels, tactics, and content options out there.

That’s why we’ve simplified the process into six straightforward steps. Follow these, and you’ll have a clear, actionable plan to guide your efforts and get the results you want.

1. Define and understand your target audience

Who are the people who will keep coming back to buy from you, sing your praises to their friends, and share your brand on social media? In other words—who exactly is your target audience?

Getting to know your audience inside and out is the first step to creating digital marketing that truly connects. When you understand their demographics, interests, pain points, values, and shopping habits, you can choose the right channels and craft messages that resonate, engage, and convert.

It’s about knowing not just who they are, but how they consume content and what drives their decisions.

Take Gymshark, for example—they focus on fitness lovers and casual gym-goers who want workout gear that’s both stylish and high-performance. That clarity shapes everything from their social media posts to their product launches.

When you get your audience right, everything else falls into place.

2. Set your marketing goals

Clear goals are your compass—they help you cut through the noise and focus on what really matters amid the countless marketing possibilities.

You might think goals like “go viral on TikTok,” “boost revenue,” or “grow website traffic” sound great—and they do! But on their own, they’re too vague to guide your next steps effectively.

That’s where SMART goals come in. SMART stands for specific, measurable, achievable, relevant, and time-bound. Setting goals this way gives you a clear target to aim for and a way to track your progress.

Here are some examples of SMART goals that can power your digital marketing strategy:

• Grow your email list to 1,500 subscribers in Q2 by offering a free download of your buying guide.
• Increase organic traffic by 30% in the next six months by publishing three search-optimized blog posts per month.
• Reach 1,000 target audience members on TikTok each month by posting one video daily.

If you’re just getting started, focus on short-term goals—think one to six months. This approach helps you gain momentum and learn what works. Then, once you have a solid footing, you can set longer-term goals that align with your bigger business vision.

Smart goals keep your marketing efforts purposeful and your progress measurable—two ingredients for real success.

3. Establish your budget and tech stack

There’s no one-size-fits-all answer when it comes to marketing budgets. According to Gartner, the average marketing budget in 2022 hovered just under 10% of total business revenue—but your number might be higher or lower depending on your goals, revenue, and available resources.

When setting your marketing budget, consider the key areas where you’ll need to invest:

• Marketing expertise: Whether that’s in-house team members, freelance consultants, or agencies.
• Tools and software: From keyword research platforms and social media management tools to marketing automation and email service providers.
• Content creation: Things like photo or video equipment, studio time, or freelance creatives.
• Campaign-specific costs: Paid ads, influencer partnerships, sponsorships, and other promotional expenses.

Use this checklist to draft your initial budget. Keep in mind, it’s a flexible starting point that will evolve as you track your results, adjust to seasonality, and update your goals. Having a ballpark figure helps you stay focused on investing wisely—so every dollar works toward driving real impact.

4. Select marketing tactics to attract, nurture, and convert customers

Now it’s time to get specific about which digital marketing tactics you’ll invest your time and budget in.

The trick here is to consider the entire sales and marketing funnel—not just one part of it. It’s tempting to focus solely on the top of the funnel, like boosting website traffic or social media followers, but without nurturing those visitors, they won’t turn into paying customers.

Aim to choose the right tactics for every stage of the customer journey—from attracting attention, to building trust, to driving conversions. This balanced approach helps you create a seamless experience that guides prospects all the way through to becoming loyal fans.

Digital marketing tactics to attract customers

At the first stage of the customer journey—awareness—it’s all about getting noticed. This is when potential customers discover your brand for the very first time.

To make that happen, focus on tactics like SEO, influencer marketing, and organic social media. These strategies help spread the word about your brand and products, reaching a wide and relevant audience.

The goal here is simple: put your business where people are already looking, so you can start building those all-important first connections.

Digital marketing tactics to nurture customers

Once people know who you are, the next step is to nurture that relationship and show them why your brand stands out from the crowd.

At this stage, tactics like sending email newsletters or running retargeting ads on social media can work wonders. These help keep your brand top of mind and gently encourage shoppers who’ve visited your site—but haven’t yet bought—to come back and take the next step.

It’s all about building trust and staying connected, so when they’re ready to buy, you’re the first name they think of.

Digital marketing tactics to convert customers

At the final stage of the customer journey, your focus shifts to overcoming any last hesitations and encouraging shoppers to take action—making that purchase.

Tactics like email marketing automation can deliver personalized product recommendations that feel tailored just for them. Meanwhile, search engine marketing helps ready-to-buy customers find exactly what they’re looking for quickly and easily.

It’s all about smoothing the path to purchase and giving your customers that final nudge toward saying “yes.”

5. Focus on your differentiators

What sets you apart from the competition? What’s your unique selling proposition (USP)? These questions matter because, no matter what you sell, chances are someone else is selling something similar.

Whether it’s sustainable fashion, men’s wallets, age-appropriate toys for little ones, or natural skincare, none of these ideas are entirely new.

Yet, brands like Allbirds, Ridge, Lovevery, and Three Ships Beauty have found ways to thrive in their spaces:

• Allbirds went all-in on PR, affiliate marketing, and video content early on, building a reputation centered on comfort and sustainability.
• Ridge stands out with a bold, sassy social media voice—different from the more serious tone common among luxury brands.
• Lovevery offers a unique subscription service, delivering toys tailored to a child’s developmental stage.
• Three Ships focuses on transparency, educating customers with detailed ingredient glossaries.

The key is to double down on what makes your approach unique when it comes to solving problems or meeting needs. Your brand’s mission, vision, values, expertise, and experience—all of these are powerful differentiators. Make them work for you and let them shine.

6. Define a way to track results

Tracking your results is key to knowing what’s working—and what’s not. Choose a handful of metrics to monitor regularly so you can make informed decisions: tweak tactics showing promise, double down on what’s driving strong results, or cut what isn’t paying off.

Start with the big-picture ecommerce metrics that reflect your store’s overall health, like sales conversion rate, average order value, customer lifetime value, and returning customer rate.

Then, drill down into metrics tied to your specific tactics, such as:

• SEO: monthly search traffic, backlinks, click-through rate
• Content marketing: pageviews, time on page, conversion rate
• Email marketing: open rate, click-through rate
• Affiliate and influencer marketing: impressions, discount code uses, engagement rate
• Social media marketing: views, comments, click-through rate
• Search engine marketing: impressions, click-through rate, cost-per-click, conversion rate

Keep it simple at first—track the numbers that help guide your next moves. As you get more comfortable, you can always add more metrics to get a fuller picture of your marketing performance.

Digital marketing strategies

When we talk about digital marketing, it’s easy to jump straight into tactics that drive sales, boost conversions, or keep customers coming back. And while those are important, focusing only on the nitty-gritty can make you lose sight of the bigger picture.

Take a step back and think strategically. Which digital marketing channels are worth exploring more deeply? The answer will depend on your business goals, your model, and—most importantly—your customers. Where do they spend their time online? How do they prefer to engage with brands?

Once you know that, you can focus your energy on the channels that align with your audience and goals.

Here are some of the most common digital marketing channels to consider.

Search engine optimization (SEO)

Search engine optimization (SEO) is all about making sure your content shows up when people search for topics related to your business. As Greg Bernhardt, a senior SEO specialist at Shopify, puts it, “SEO is an excellent form of inbound marketing, where the consumer has a need and finds you for the solution.”

In other words, SEO helps search engines understand the value and relevance of your content so they can match it with the right search queries. When done right, it positions your brand as a trusted resource—and puts your site in front of people who are actively looking for what you offer.

The goal? To rank higher in search results for keywords your ideal customers are using. Doing so builds credibility, brings more qualified traffic to your site, and can become a steady driver of long-term growth.

Why use SEO?

SEO isn’t just about getting found on Google—it’s about creating meaningful connections with the right audience. Here’s why it matters:

• Boost organic traffic. Show up in relevant search results and bring in visitors who are already looking for what you offer—no ads needed.
• Enhance user experience. Great SEO encourages you to create helpful, easy-to-navigate content your audience actually wants to engage with.
• Build authority and trust. Consistently appearing in search results positions your brand as a reliable source in your niche, earning credibility with both search engines and potential customers.

Content marketing

Content marketing is a strategic way to connect with your audience by creating valuable, relevant content that meets them right where they are—whether they're researching a problem, exploring solutions, or just getting to know your brand.

Rather than relying solely on ads or promotions, content marketing focuses on delivering helpful, engaging content that speaks to your audience’s needs. Blog posts, videos, guides, tutorials—you name it—can all be used to educate, inspire, and build trust.

The best part? Great content doesn’t just inform—it drives action. With a thoughtful call to action (CTA), you can guide readers toward their next step, whether that’s making a purchase, signing up for your newsletter, or downloading a free resource. Done right, content marketing turns casual visitors into loyal customers.

Why use content marketing?

Content marketing does more than fill up your blog—it works hard behind the scenes to build trust, bring in traffic, and move people to take action. Here’s how it helps:

• Drive more traffic. Optimized, high-quality content helps you rank in search engines and attract the right audience to your site organically.
• Build authority and credibility. Well-researched, thoughtful content shows you know your stuff—and makes people more likely to trust and buy from you.
• Encourage meaningful actions. With clear, helpful calls to action (CTAs), you can gently guide readers toward their next step, whether that’s making a purchase, joining your email list, or exploring your products.

Email marketing

Email marketing is all about building meaningful connections with your audience right in their inbox. It starts by earning their trust—and their email address—and grows into a channel where you can share updates, offer value, and promote new products or deals.

It’s especially effective for nurturing shoppers who’ve already shown interest in your brand. With rising privacy restrictions across digital platforms, email gives you a direct line to your audience—no algorithms involved. Most email marketing tools also let you segment your audience, so you can send personalized, timely messages that resonate. The result? Stronger relationships, more trust, and higher conversions.

Why use email marketing?

• Build strong relationships with your audience through thoughtful, personalized campaigns.
• Stay top of mind by regularly showing up in your customers’ inboxes with relevant updates and offers.
• Drive consistent traffic to your site with strategic product links and compelling calls-to-action.
• Measure what’s working (and what’s not) using built-in analytics like open rates, click-throughs, and conversions.

Email marketing isn’t just about sending messages—it’s about creating a conversation that keeps your brand close, familiar, and valuable to your customers.

Affiliate marketing

Affiliate marketing is a performance-based strategy where you reward individuals—called affiliates—for driving new customers to your business. Typically, they earn a commission either as a percentage of a sale (say, 15% of a customer’s first order) or as a flat rate (like $10 per sale).

Many ecommerce brands open their affiliate programs to anyone who genuinely loves their products, whether they’re micro-influencers, bloggers, or everyday customers. For affiliates, it’s a way to earn by recommending products they believe in. For you, it’s a powerful way to reach new audiences through trusted voices.

Affiliate marketing often pairs well with performance marketing—where you only pay when affiliates or influencers generate results, like sales or signups—making it a low-risk, high-reward tactic that scales as you grow.

Why use affiliate marketing?

• Expand your reach by tapping into new audiences through trusted voices.
• Build instant credibility by leveraging the trust affiliates already have with their followers.
• Boost sales by having more people actively promoting your products—without upfront costs.

It’s a win-win: affiliates earn a reward, and your brand gains exposure, trust, and conversions.

Influencer marketing

Influencer marketing shares a lot of similarities with affiliate marketing—but with a slightly different focus. Instead of broadly recruiting fans or customers, this strategy is about forming partnerships with individuals who already have an engaged audience, whether that’s on social media, YouTube, a blog, an email list, or a mix of platforms.

What makes influencer marketing so powerful is trust. Influencers cultivate loyal communities that genuinely value their opinions. So, when they recommend your product, that trust naturally rubs off on your brand. This can dramatically shorten the sales cycle since you’re reaching new customers with built-in social proof.

The key to success? Collaborating with influencers who are the right fit for your brand—even if their audience is on the smaller side. Relevance and engagement often outweigh sheer follower count when it comes to impact.

Why use influencer marketing?

• Expand your reach by connecting with fresh, engaged audiences.
• Build a collection of authentic, relatable content that resonates.
• Harness the trust and credibility influencers have earned—and pass it on to your brand.

It’s all about creating genuine connections that inspire action and grow your community.

Social media marketing

Social media marketing taps into platforms like Instagram, TikTok, Pinterest, X, and Facebook to connect with your target audience in meaningful ways. When crafting your social media strategy, you’ll typically focus on two main approaches: organic and paid.

Organic social media marketing is all about growing your audience naturally—without paying for reach. This means sharing engaging, helpful, or user-generated content from your brand’s account. Thanks to recommendation-driven platforms like TikTok, your content can reach beyond your followers, making it easier than ever to gain exposure. That said, success here demands a consistent investment in creating fresh, valuable content.

Paid social media marketing involves investing in ads to target specific audiences with precision. This approach offers the perks of highly tailored targeting, less pressure on constant content creation, and clear calls to action like “Shop now” or “Claim your discount.” The trade-off? You’ll need to budget for ad spend, which can add up over time.

One of the biggest benefits of paid social ads is the ability to test, learn, and optimize campaigns for the best return on investment. Plus, it’s a fantastic way to build community—engaging directly with followers through comments and messages makes your brand feel more personal and approachable.

Why use social media marketing?

• Raise your brand’s profile across multiple platforms.
• Spark meaningful engagement and nurture a loyal community.
• Gain valuable insights through in-depth follower analytics to fine-tune your strategy.

Search Engine Marketing

Search engine marketing, often called SEM or pay-per-click (PPC), is all about paying to show up in search engine results.

This form of paid advertising can be incredibly effective because it targets people who are already actively searching for what you offer—known as demand capture—rather than trying to educate them about why they need your product (which is demand generation).

Instead of waiting for your content to climb the ranks organically, SEM lets you use platforms like Google Ads to connect with the right audience at just the right moment, putting your brand front and center when it matters most.

Why use search engine marketing?

• Capture and convert shoppers actively searching for your product.
• Boost your visibility in search results to drive more targeted traffic.
• Reach shoppers who are ready to make a purchase—right when it counts.

Video marketing

According to Wistia’s State of Video Live 2024 report, 93% of companies see video as a key part of their digital marketing strategy—and 78% plan to create even more video content this year. Thanks to the rise of short-form video platforms like TikTok, Instagram Reels, and YouTube Shorts, video has become one of the most engaging ways to reach new audiences and connect with potential customers.

Short-form videos, in particular, help humanize your brand. They let you show up authentically, build trust, and create that all-important personal connection with your audience. Even better, there’s no need for a big budget—today’s consumers often prefer raw, behind-the-scenes glimpses and real, unpolished content over slick, studio-polished ads. That makes video one of the most accessible (and powerful) tools in your marketing toolkit.

Why use video marketing?

• Build genuine connections by showing the human side of your brand.
• Boost your visibility in search results, especially as platforms like Google prioritize video content.
• Expand your reach on video-centric platforms like TikTok, Instagram Reels, and YouTube Shorts.

Video doesn’t just tell your story—it shows it. And that can make all the difference when it comes to capturing attention and earning trust.

Mobile marketing

Mobile marketing is all about meeting your audience where they are—on their phones. This strategy uses channels like SMS, mobile apps, and push notifications to deliver timely, personalized messages straight to the palm of their hand.

Unlike crowded inboxes or fast-moving social feeds, mobile marketing cuts through the noise. A well-timed text or push notification can capture attention instantly—perfect for flash sales, order updates, or personalized product drops.

It’s a powerful way to build stronger customer relationships, especially with today’s tools that let you segment audiences and tailor messages based on behavior and preferences. When done right, mobile marketing feels less like an interruption and more like a helpful nudge.

Why use mobile marketing?

• Reach customers instantly through their text message inboxes.
• Build stronger, more personal connections with your audience.
• Boost loyalty and retention with targeted, relevant messages that feel tailor-made.

Examples of successful digital marketing strategies

Ready to start crafting your own strategy? Get inspired by these three standout digital marketing approaches that delivered real results—and might just spark ideas for your next big move:

Alo Yoga

Founded in 2007, Alo Yoga has grown into a powerhouse in the wellness space, reportedly generating over $1 billion in revenue by 2022. So, what’s behind their digital marketing success? A strategic blend of community, content, and connection:

• Content marketing that goes beyond the sale—think a robust library of yoga poses, mindfulness tips, and lifestyle guides that offer real value.
• Influencer partnerships through its Pro Program, collaborating with yogis, fitness experts, and wellness influencers to expand reach and boost credibility.
• Organic social media across six Instagram accounts (totaling over five million followers!) and an active TikTok presence, filled with high-quality photos and engaging video content.
• User-generated content that fuels authenticity, like outfit showcases and yoga routines from fans and followers.
• Email marketing that thoughtfully nurtures new customers and rewards loyal ones through its tiered loyalty program.

Alo’s digital presence is more than just good marketing—it’s a well-balanced practice.

ILIA Beauty

ILIA Beauty, the clean beauty brand known for merging skincare and makeup, skyrocketed in popularity in 2020—and by 2021, it reportedly hit $100 million in sales. So what’s fueling that glow-up? A thoughtful, visually driven digital marketing strategy:

• Organic social media on TikTok and Instagram, where the brand leans into a clean, minimal aesthetic that mirrors its product philosophy.
• User-generated content that feels real and relatable, like everyday makeup routines shared by fans and influencers alike.
• Targeted paid ads on social platforms designed to reach and convert first-time shoppers with eye-catching visuals and clear value propositions.
• Referral programs powered by affiliates that tap into loyal fans and creators who genuinely love the brand.
• Email marketing that’s as polished as it is helpful—think beautifully designed messages packed with product tips, personalized recommendations, and rich visuals that match ILIA’s signature look.

ILIA’s strategy is all about showing—not telling—what clean beauty looks and feels like in the real world.

Caraway

Caraway, the stylish brand behind nonstick, non-toxic cookware and home goods, has made serious waves since launching in 2019. A big part of its rise? A well-rounded digital marketing strategy that combines education, influence, and community. Fun fact: its ambassador program alone drives around 13% of the brand’s revenue.

Here’s a closer look at what’s cooking behind the scenes:

• Smart SEO strategy that lands top rankings for highly searched terms like “is ceramic nonstick safe” and “ceramic vs. stainless steel cookware,” helping the brand get discovered by curious (and health-conscious) shoppers.
• Organic social content centered on education, with videos and captions that highlight kitchen safety, product benefits, and sustainability tips.
• Strategic influencer partnerships with a mix of lifestyle creators, interior designers, and big names like Tan France—giving Caraway that extra dose of credibility and flair.
• Paid social ads that spotlight individual products, glowing customer reviews, and influencer shout-outs to drive interest and conversions.

Caraway proves that when you blend great design with smart, intentional marketing, the results can be sizzling.

Final Thoughts

A clear, intentional digital marketing strategy is a true superpower for any ecommerce brand. It gives your team a solid foundation and clear direction, helping everyone focus on the marketing efforts that will move the needle and elevate your online store—again and again.

Keep in mind: digital marketing is a long game. The secret sauce? Consistency. Stay curious about industry trends, be ready to pivot when needed, and give your strategy the time it needs to flourish. With patience and persistence, your hard work will absolutely pay off.

Digital Marketing Strategy FAQ

How do I measure the success of a digital marketing strategy?
Start by setting clear Key Performance Indicators (KPIs) that align with your business goals. These might include return on ad spend (ROAS), impressions, click-through rates, conversions, customer acquisition costs (CAC), or engagement metrics. Track performance regularly and adjust your approach based on what the data tells you—it’s all about informed, agile decision-making.

What are the most commonly used digital marketing channels?
Here are the go-to digital marketing channels many businesses rely on:

• SEO
• Content marketing
• Email marketing
• Affiliate marketing
• Influencer marketing
• Social media marketing

Each plays a unique role in reaching and connecting with your audience—choose the ones that best suit your goals and resources.

What are the 7 Cs of marketing?
The 7 Cs framework helps keep your digital marketing strategy grounded in what truly matters:

• Customer – Know who they are and what they need.
• Content – Create value-driven content.
• Context – Deliver the right message at the right time.
• Community – Build relationships and foster brand loyalty.
• Convenience – Make it easy to engage and buy.
• Cohesion – Ensure consistency across channels.
• Conversion – Guide your audience toward action.

This model helps you stay focused on delivering meaningful results at every stage of the customer journey.

How do I choose the right digital marketing tactics for my business?
Start by getting to know your audience inside and out—understand their behavior, demographics, and where they hang out online. Then, select tactics that support each stage of the sales funnel—from raising awareness to driving conversions. Think about how each tactic can serve your customers better and meet them where they are.

How can I adapt my digital marketing strategy to changing market trends?
Flexibility is key. Stay informed by following industry thought leaders, monitoring competitor activity, and listening to your customers. Use your analytics to spot shifts in behavior or preferences, and don’t be afraid to test new ideas. The best strategies evolve over time—stay curious, responsive, and ready to pivot when needed.