Digital Marketing Strategy

Achieving your business goals doesn’t just happen overnight. Hiring a digital
marketing strategy agency to develop a digital marketing strategy can help you
connect with your target audience, build brand awareness, and drive traffic and

Why Your Business Needs a Digital
Marketing Strategy

In today’s world, where most people spend a significant amount of time online, having a digital marketing strategy has become essential for businesses of all sizes. Some reasons why your business needs a digital marketing strategy include

marketing strategy
wider audience

Reaching a wider audience

A digital marketing strategy can help you reach a broader audience than traditional marketing methods. By leveraging various digital channels, you can target customers interested in your products or services and drive more traffic to your website.

brand awareness

Building brand awareness

A well-executed digital marketing strategy can help you build brand awareness and establish your business as an authority in your industry. You can create a strong brand presence online by consistently producing high-quality content and engaging with your audience.

increases conversion rates

Increasing conversions and sales

With the right digital marketing tactics, you can drive more leads and sales for your business. Whether through paid advertising, email marketing, or social media campaigns, digital marketing can help you attract and convert more customers.


Measuring and optimising your results

One of the biggest advantages of digital marketing is the ability to measure and track your results in real-time. With tools like Google Analytics and social media analytics, you can monitor your campaigns’ performance and make data-driven decisions to optimise your strategy.


Stay ahead of the competition

In today’s competitive marketplace, having a digital marketing strategy can give you a competitive advantage. By staying up-to-date with the latest trends and technologies, you can differentiate yourself from the competition and stay top-of-mind with your target audience.

Our Digital Marketing Strategy
Development Services Include

Buyer Persona

Buyer Persona Development

Buyer persona development is the process of creating a fictional representation of a target customer to better understand their needs, behaviours, and preferences. It helps businesses identify and cater to their ideal customers, improve product development, and personalise marketing strategies. Effective buyer persona development can lead to increased customer satisfaction, loyalty, and sales.

Creative Content Development

Creative content development involves creating compelling and engaging content like articles, videos, images, and social media posts. It’s essential for businesses to develop creative content to attract and retain their target audience, build brand awareness, and establish authority in their industry. Creative content helps businesses stand out and establish a strong online presence.

creative content
paid advertising

SEO and Paid Advertising

SEO (search engine optimisation) is the process of optimising a website to increase its visibility and ranking in search engine results pages. Paid advertising, on the other hand, involves paying to display advertisements to a targeted audience. Both are important for businesses to increase their online presence, reach their target audience, and drive traffic to their website.

Website Auditing

A website audit involves analysing a website’s performance and identifying areas for improvement. This includes evaluating the website’s design, functionality, content, and user experience. A website audit helps ensure that the website is functioning properly and provides a positive experience for users. It also helps identify any issues impacting the website’s search engine optimisation and overall performance.

website audit
content marketing

Content Marketing

Content marketing is a strategic approach that involves creating valuable and relevant content to attract and engage a specific audience. It aims to build brand awareness, generate leads, and nurture customer relationships. Effective content marketing helps establish credibility, increase brand loyalty, and drive profitable customer action.

Social Media Management

Social media management involves creating, curating, and scheduling content across various social media platforms, engaging with the audience, and monitoring performance. Social media management is great for businesses and individuals to communicate effectively with their target audience, build brand awareness, and maintain a positive online reputation. It also allows you to analyse metrics to optimise strategy and drive results.

social media management

Graphic Design

Graphic design is the art and practice of creating visual content to communicate a message or idea. It involves using typography, images, colours, and layout to convey information and evoke emotions. Graphic design is essential because it helps you communicate effectively with your target audience, enhance brand recognition, and create a memorable visual identity.

Branded Video Production

Video is an effective marketing tool to promote brand awareness, increase engagement, and drive sales. Branded video production involves creating content featuring your company’s brand or products. Branded videos can be used on various platforms, such as social media, websites, and ads, to showcase your company’s unique selling points and create a stronger connection with your target audience.


Translation and Localisation

Translation is the process of converting text from one language to another, while localisation refers to adapting a text to fit the cultural, linguistic, and technical requirements of a specific target audience. Both services ensure that content is accurately and appropriately understood and received by the intended audience, which can be critical for effective communication, marketing, and business success.

Benefits of a Digital Marketing


Global Online Reach and Visibility

Global online reach and visibility are crucial if you are seeking to expand your reach, grow your audience, and increase your influence. With a digital marketing strategy, you can connect with millions of people worldwide and access a global market, leading to more opportunities for growth, collaboration, and success.


Effective Targeting

Effective targeting helps to reach and engage with the right audience, increasing the chances of converting them into customers. By identifying and understanding your target audience’s demographics, interests, and behaviour, you can tailor your marketing strategies and messages to resonate with potential customers, resulting in higher engagement rates, increased sales, and improved ROI.

digital marketing strategy

Increases Results of Offline Marketing Tactics

A digital marketing strategy can increase the results of offline marketing tactics by complementing and amplifying their impact. Digital channels can be used to target specific audiences, increase brand visibility, generate buzz and engagement, and provide a seamless customer experience. This can enhance the effectiveness of traditional marketing tactics such as print ads, billboards, events, and word-of-mouth.

lower Costs

Lower Costs

A well-executed digital marketing strategy can result in lower costs by targeting specific audiences, maximising the use of resources, and increasing efficiency. It also allows for more accurate tracking and analysis, leading to better decision-making and cost optimisation.

multiple content types

Multiple Content Types

Using multiple content types in a marketing strategy can benefit businesses by increasing engagement with their target audience, catering to different learning styles, and providing opportunities to repurpose content across various platforms. It also helps to keep the content fresh and interesting, attracting and retaining a larger audience over time.


Increased Engagement

Digital marketing strategies like social media and email marketing can help you engage with your audience and build relationships with them. This, in turn, will benefit your business by improving brand awareness, increasing customer loyalty, driving website traffic, and ultimately leading to increased sales and revenue.

target audience

Market to New Target Audiences

Digital marketing allows you to target specific demographics and interests through various online channels like social media, search engines, email, and more. By utilising this data, you can reach new potential customers who may not have been aware of their products or services before, ultimately expanding your target audience.

online presence

Improve Online Presence

Digital marketing improves a company’s online presence by using various tactics such as search engine optimisation, social media marketing, content marketing, and email marketing to increase website traffic and engagement. An established online presence increases your visibility, accessibility, and reach to a global audience.

market share

Grow Your Market Share

A digital marketing strategy helps businesses increase their visibility, reach their target audience, and drive more conversions, ultimately leading to a larger market share. This is important because it allows businesses to stay competitive, grow their customer base, and increase revenue and profits.


Analytics and Optimisation

Following a digital marketing strategy can provide measurable data on the success of your campaigns. By tracking metrics such as website traffic, conversion rates, and engagement, you can gain insights into the effectiveness of your marketing efforts and make data-driven decisions to improve your strategies and optimise your campaign efforts, resulting in a better ROI and overall success.

Our Digital Strategy Solutions


Goodman Lantern is a digital marketing strategy agency offering the following digital strategy solutions. Choose the right one for your needs. Not sure which solution to choose? We can help you.

audit strategy

Website Audit Strategy

Our website audit strategy is a systematic process of reviewing your website’s performance, structure, and content to identify areas for improvement. It helps to identify website issues and opportunities for optimisation, which can improve website usability, search engine rankings, and user experience.

SEO Strategy

An SEO strategy is a plan of action to improve your website’s visibility and ranking in search engine results pages (SERPs). This strategy is essential for businesses to increase their online presence, attract traffic, and generate more leads or sales.

seo strategy
keyword planning strategy

Keyword Planning Strategy

Goodman Lantern offers a keyword planning strategy: researching and selecting relevant keywords to attract targeted traffic to your website or content. It helps optimise search engine content and improve its visibility, thus increasing the chances of attracting potential customers.

Content Development Strategy

A plan outlining content creation, publication, and distribution to achieve specific business objectives is essential because it helps ensure content is aligned with business goals, attracts and retains a target audience, and improves overall content effectiveness.

content strategy
social media strategy

Social Media Strategy

A strategy is essential for maximising social media’s potential for brand awareness, engagement, and growth. Working in conjunction with your content strategy, our social media strategy will detail how you can use social media platforms to achieve your business goals. It will outline the target audience, content, posting schedule, and metrics for success.

Facebook Management Strategy

Focusing on Facebook specifically, our Facebook management strategy services will outline how you can effectively use Facebook to achieve your business marketing and communication goals. It’s important to have a Facebook strategy to ensure efficient and consistent use of the platform and maximise its numerous benefits, such as targeting your audiences, customizing your ads, and retargeting your content to potential customers.

facebook management strategy
twitter marketing strategy

Twitter Marketing Strategy

Our Twitter marketing strategy focuses on how you can use Twitter to promote your brand, products, or services. Twitter is a great marketing platform due to its viral nature and easy engagement through tags. It is also among the few social media platforms where brands are encouraged to post multiple times daily.

LinkedIn Marketing Strategy

Our LinkedIn marketing strategy will include tactics such as content creation, audience targeting, and engagement, specifically for LinkedIn. A strategy is important to maximise the platform’s potential for lead generation and brand awareness.

linkedIn marketing strategy
instagram marketing strategy

Instagram Marketing Strategy

Similarly, we will map out a plan to use Instagram to achieve your marketing goals. It will include tactics for content creation, engagement, and growth. An Instagram-specific strategy is necessary to effectively reach and engage with the platform’s large and active user base.

Pinterest Management Strategy

Our Pinterest management strategy involves planning, organising, and executing activities on the Pinterest platform to achieve specific marketing goals. Due to its visual nature, Pinterest is a place consumers come to for ideas and inspiration. Statistics also show that the platform has one of the lowest cost-per-clicks in social media and offers a return on ad spend twice that of other social media platforms.

pinterest management strategy
youTube marketing strategy

YouTube Marketing Strategy

Goodman Lantern’s YouTube marketing strategy service provides a plan for promoting your business, product, or service using YouTube. It involves creating and sharing video content that resonates with your target audience. YouTube is growing exponentially every day, so you are exposing your brand to a vast audience. Plus posting on YouTube will help people find you via Google.

Brand Strategy

A brand strategy is a long-term plan that outlines how a company creates, communicates, and delivers its brand to its target audience. Our brand strategy service will help establish brand identity, differentiate from competitors, and drive business growth by building customer trust and loyalty.

brand strategy
DE&I Strategy

DE&I Strategy

A DE&I (Diversity, Equity, and Inclusion) strategy is a plan designed to promote and support diversity, equity, and inclusion in the workplace. It is important to have one as it can improve employee morale and productivity and ultimately benefit the organisation’s bottom line.

Sustainability Strategy Services

Our sustainability strategy services will assist you in developing and implementing strategies to achieve long-term sustainability goals within your company. It is important to have a sustainability strategy as it can improve business reputation and financial performance and help mitigate environmental and social risks.

sustainability strategy services

Our Strategy Development Approach

The development of a digital marketing strategy involves several steps. At
Goodman Lantern, the process is based on the following approach

strategy development

A Detailed Discovery Session

We kick the digital marketing strategy development process off by holding a discovery session with all relevant stakeholders and GL team members. This is where we learn more about your company and the requirements for your marketing strategy.

target audience

Defining the Target Audience

This is where we create business personas by identifying the ideal customer’s characteristics, preferences, and behaviours. This can include age, gender, income, interests, values, and buying habits. Conducting market research and analysing data from existing customers can also help refine your target audience.

competitor analysis

Conducting a Competitive Analysis

It is crucial to perform a competitor analysis to help understand the strengths and weaknesses of your competitors in the market. We start by identifying your main competitors and gathering information on their products, marketing strategies, target audience, pricing, strengths, weaknesses, and market share. We will then analyse this data to identify opportunities for differentiation and improvement in your business strategy.

setting marketing objectives

Setting Marketing Objectives

Goals and objectives are crucial to the success of any marketing campaign. In collaboration with all relevant stakeholders, we will determine what your organisation wants to achieve through its digital marketing efforts.

marketing channels

Selecting Digital Marketing Channels

We will then choose the appropriate platforms and channels to reach your target audience to achieve the above marketing objectives. These channels can include search engines, social media, email, mobile apps, websites, and other forms of digital media.

marketing strategy

Developing a Content Strategy

This is the crux of the marketing strategy, where we create valuable and engaging content that resonates with your target audience based on the steps above.


Allocating Resources

In this step of the marketing strategy development, we will determine the budget, the appropriate team, and the relevant technology required to execute the digital marketing strategy.

measuring optimising

Measuring and Optimising Performance

By tracking key performance indicators (KPIs), we can continuously make adjustments to the strategy based on data-driven insights.

Why Should You Choose Us!

content marketing agency

Goodman Lantern is a full-service content marketing agency with many years of experience in digital marketing strategy. Our team of talented strategists, writers, editors, and designers is experienced in several different content niches.

No matter the type of marketing strategy you need, we’ll develop and execute a strategy best suited to your unique needs and engineered to boost your conversion rates.

Whether you are looking for a digital marketing strategy consultant or an agency to run the strategy for you, we can help.

Our approach to all our projects is one of flexibility and collaboration. We will tailor your marketing plan to your specific needs and requirements.

Industries We Serve



The SaaS industry (Software as a Service) refers to when software is delivered and used over the internet. As with any other industry, SaaS companies can benefit from digital marketing strategy development in several ways, such as generating leads, increasing brand awareness, improving customer engagement, and enhancing customer retention. A tailored strategy can also help reach their target audience more effectively and to track and analyse customer data.

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Since the telecommunications industry is continuously evolving, developing a digital marketing strategy that keeps you ahead of the competition is crucial. By leveraging digital marketing techniques such as SEO, social media advertising, email marketing, and content marketing, telecom companies can increase their online visibility, generate more leads, improve customer engagement, and ultimately drive sales. Digital marketing can also help telecoms to gather and analyse customer data to make better-informed decisions and improve their services.

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Virtual & Augmented Reality (VR/AR)

Emerging technologies like Virtual Reality and Augmented Reality (VR/AR) pose a unique challenge for businesses aiming for a strong online presence. Goodman Lantern’s website SEO audit services assist VR/AR companies in navigating this innovative industry and optimising their websites for maximum visibility. Our team of SEO audit experts develops tailored SEO strategies targeting relevant keywords and addressing industry-specific challenges. Comprehensive audits and implemented recommendations enable VR/AR companies to enhance their online presence, attract targeted audiences, and drive growth in this rapidly expanding market.

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Our Clients Love Working With Us Because We Believe in Collaboration

At Goodman Lantern we’re all about building long-term, successful relationships with our clients. We take the time to get to know their business AND the people behind the brand. In true collaborative spirit, we do everything we can to tell your story and help your business grow.


“Goodman Lantern has an unparalleled level of skill and talent, coupled with a keen understanding of implementation.”

George O’Neill

Owner, The Promo App

“Goodman Lantern successfully delivered content on time. The feedback and professionalism have been great. They are very effective.”

Nadine Burzler

Head of Content, A Small World
testimonal box

“They helped me get on Kickstarter and produce video presentations and outreach videos for our different campaigns. They also did all of our social media work, driving traffic to the Kickstarter campaign and contacting lists of businesses in the pool industry. They helped us run a $45,000 campaign over two months.”

Kiley Doll

Owner, African Sunrise Safaris

Digital Marketing Strategy Agency FAQs

bottom-blob In simple terms, what is digital marketing strategy development?

Digital marketing strategy development is creating a plan for promoting a product, service, or brand using digital channels such as search engines, social media, email, and mobile apps. Digital marketing strategy services typically include an analysis of the target audience, competitors, and market trends, as well as a set of tactics and metrics to achieve specific goals such as increasing website traffic, generating leads, and improving customer engagement.

bottom-blob What digital marketing strategy services do you offer?

Goodman Lantern is a full-service digital marketing strategy agency, and we offer a wide range of digital marketing strategy services:

  • Buyer Persona Development
  • Creative Content Development
  • SEO and Paid Advertising
  • Website Auditing
  • Content Marketing
  • Social Media Management
  • Graphics Design
  • Branded Video Production
  • Translation and Localization

You can find more details on the above digital marketing strategy services and what digital marketing solutions we offer at the top of this article.

bottom-blob How do you measure the success of a campaign?

At the start of the digital marketing strategy development process, we work with you to set key performance indicators (KPIs). Depending on those, we use a variety of metrics and measures to track the following:

  • Conversion rate: This measures the percentage of visitors who take the desired action, such as making a purchase or filling out a contact form.
  • Click-through rate (CTR): This measures the percentage of people who clicked on a specific link or ad.
  • Return on investment (ROI): This measures the revenue generated compared to the amount spent on the campaign.
  • Engagement metrics: These can include metrics such as likes, shares, comments, and followers on social media platforms.
  • Website traffic: This measures the number of people visiting a website due to the campaign.
  • Cost per acquisition (CPA): This measures the cost of acquiring one customer through the campaign.
bottom-blob How does your agency stand out from the rest?

We are a specialised digital marketing strategy agency with a team of driven and passionate content strategists and creators who offer a wealth of industry experience. We start the digital marketing strategy development process by doing a deep dive into your company so that we can offer the perfect marketing solution for your particular needs. Having said that, our approach is flexible and collaborative, so we will work with you to reach your goals.


Get in Touch

Your ideal tailor-crafted brand strategy lies just a phone call or email away. If you’re ready to take your business to the next level of success, we’re here to help. Book a consultation call or email us with your brief, and we get started on planning your road to brand growth and success.

We’ve helped develop the voice behind

Hundreds of Businesses

a14 work

At our core, we’re a content marketing agency. But we have a bigger ‘why’ that supports what we do.

By choosing Goodman Lantern as your content creation partner, you’re making a pretty big impact too. You’re helping us to act with integrity by providing remote work opportunities to women, many of whom are the breadwinners of their families.

Want to have a bigger impact? Get in touch with us at or learn more.


Contact Us

+44 3300270912 (UK)

+1 929 299-3999 (US)

“We are delighted with our collaboration with Goodman Lantern, always delivering the content on time, and also been extremely responsive to all our requests”Jeremy Rocher,
SoftBank-backed AutoStore


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