You have a strong brand, a great product or service, and are confident the world is ready to hear your message; now what?

For most entrepreneurs, the answer is “get social media accounts”, “build a blog”, or “start a YouTube channel”.

While these methods are effective, they don’t always provide the best fit for all brands. To find the right approach for your business, you need to consider your target audience (aka your “niche”), your resources (time and money), and your objectives.

Your Niche

This is arguably the most important step in selecting the right digital marketing strategy for your brand. Consider your product or service, your target audience, and what makes your brand special. For example, if you are an ethical luxury brand, your target audience may be sophisticated businesspeople and marketing executives. Your niche is the specific group of people you are aiming to reach with your content.

Once you’ve established your niche, you can narrow your target audience down to a more manageable group and decide what resonates with them. Take the time to learn more about your audience so you can craft content that they value. You may also consider using a tool like Google Trends to easily find the interest levels of particular niches.

Your Target Audience

This is the group of people you are trying to reach with your marketing efforts. When choosing your online marketing strategy, bear in mind that demographics can vary greatly by country and region. For example, in the UK, millennials are considered “digital natives” and are expected to spend more time online than any other generation. In fact, studies suggest they prefer interacting with brands through digital channels and prefer to do business with companies that are active on social media.

Knowing your target audience’s profile is the key to tailoring your content to be effective. Consider the demographics, life stages, interests, and behaviors of your audience. You can also learn a lot from looking at other brands within your industry and seeing how they attract their specific audience. Don’t be afraid to experiment with different content types and platforms to find out what works best for your niche. You can also test different methods of reaching your audience by identifying small groups of people within your target audience and creating micro-segments.

Your Money And Time

These are the two things you lack most as an entrepreneur. Time is far more valuable than money and the more you have, the more you want. However, sometimes money can be well spent on time management strategies to maximize the effectiveness of your limited efforts. For example, paying for a private coaching session with a time management expert can help you improve your processes and gain more efficiency. When you’re deciding between different digital marketing platforms, evaluate the amount of money you’re likely to commit to the strategy and the amount of time it will take to implement.

Every business is different and in terms of digital marketing, some prefer to spend a large amount of money on ad campaigns while others prefer to rely on smaller and more frequent posts to attract potential customers. Deciding on which route to take can be tricky and at times, it may not be obvious which is the best approach for your business. However, once you’ve decided on a course of action, stick with it and you’ll be able to see the benefits.

Objectives

Your brand’s objectives are the reasons you’re doing business in the first place. What do you hope to achieve by marketing your brand? Are you looking to expand your reach? Are you planning to raise funds? Are you interested in boosting your image?

Whatever your objectives are, you can use your chosen marketing strategy to help you achieve them. If your brand aims to expand its reach, you might decide to target influential people in your niche and try to gain credibility with them. Maybe you’ll want to build a community of people who share your interests? Or maybe you just want to increase your brand awareness?

To find the best possible online marketing strategy for your brand, you need to think about what you hope to achieve and how you plan to go about achieving it. Start by brainstorming ideas, then evaluate the merits of each one.

Once you’ve decided which approach is the best for your niche, you can start developing a strategy to make it work. Some businesses focus on digital marketing to the exclusion of other channels, while others may combine online and offline marketing to create synergy.