“How do you come up with our digital marketing strategy?”
It’s a common question that clients ask agencies — and a valid one. Marketing is layered, and as a business owner, you want to invest wisely.
At Zoe Marketing & Communications, we get it. Since 2020, we’ve helped businesses build strategies based on their goals, from brand awareness to lead generation and revenue growth.
This blog breaks down how your goals shape your strategy and budget, giving you the insight to approach an agency with confidence.
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5 factors that go into a marketing strategy with Zoe
1. Boosting brand awareness and engagement
🛠️ Tactics
Visibility is the first step in marketing success. These tactics can help:
- Targeted display ads on websites and apps based on user interests
- Email marketing to reach engaged subscriber lists
- Programmatic ads for real-time audience targeting
- Strategic media partnerships to tap into established audiences
📊 Strategy
A strong strategy focuses on:
- Broad reach across multiple channels
- Shareable content that sparks engagement
- Community-building through social media and forums
- Brand partnerships to expand your reach
Success is measured by audience growth and interaction.
💰 Budget
Investment goes into content, ad placements, promotions and analytics. Growing awareness requires steady effort.
2. Ranking higher in search results and increasing web traffic
🛠️ Tactics
When people search for your services, you want to appear in results. Tactics include:
📊 Strategy
A focused plan includes:
- Keyword optimization to align with searches
- High-quality content answering user questions
- Backlinks to increase domain authority
- Improved site experience to reduce bounce rates
💰 Budget
Costs go toward SEO tools, content development and paid search ads. Competitive industries require higher budgets.
3. Generating qualified leads and customer value
🛠️ Tactics
Attracting quality leads takes a mix of approaches:
- SEM to capture high-intent searches
- Social media ads to reach specific audience segments
- Email marketing with personalized messaging based on user behavior
- Content marketing that educates prospects and builds trust
📊 Strategy
A winning plan includes:
- Content tailored to address customer pain points
- Nurturing leads with targeted emails and valuable resources
- CRM tracking to monitor lead progress
💰 Budget
Costs go toward audience research, CRM tools and high-quality content.
4. Increasing revenue
🛠️ Tactics
Driving sales requires strategies that convert leads into paying customers. Tactics include:
- Google Ads to ensure visibility in high-intent searches
- Social media marketing to boost engagement and conversions
- Email campaigns that nurture leads and retain customers
- Content marketing that reinforces trust and influences buying decisions
📊 Strategy
An effective plan involves:
- Personalizing content to convert prospects
- Optimizing messaging for sales
- Aligning marketing with revenue goals
💰 Budget
Customer acquisition costs are high, requiring investment in analytics, promotions and testing.
5. Establishing brand authority
🛠️ Tactics
Building trust positions your business as an industry leader. Tactics include:
- Thought leadership content such as blogs, white papers and videos
- Social media engagement to showcase expertise and credibility
- Public relations and speaking engagements to reinforce authority
📊 Strategy
A successful plan includes:
- High-quality, expert-driven content
- Engaging with audiences through social media and forums
- Partnering with industry leaders for credibility
💰 Budget
Costs include content development, PR efforts and thought leadership initiatives.
Next steps for creating your marketing strategy
Your goals — whether awareness, traffic, leads, revenue or authority — directly impact your strategy and budget.
At Zoe, we build custom plans to align with your business. Want to explore your options? Talk to us. We’ll craft a strategy tailored to your goals.
Still researching? Learn more:
Kim Kovelle
As Zoe Marketing & Communications’ content manager, Kim Kovelle brings over 20 years of writing and editing experience in metro Detroit. She has strong roots in community journalism and a knack for making complicated topics make more sense.
