Fundamentals, strategies and tactics to grow your business online. From zero to profitable campaigns.
Digital marketing means promoting products or services using digital channels: website, social media, email, search engines, mobile apps. It's the opposite of traditional marketing (TV, radio, print).
Traditional: One-way communication (you talk, they listen). Expensive, hard to measure, broad but untargeted reach.
Digital: Two-way communication (you can get feedback, interact). Accessible, measurable down to the last cent, precise targeting.
Outbound (Push): You "push" the message to the audience - ads, cold emails, intrusive ads. Effective for awareness, but can be perceived negatively.
Inbound (Pull): You "attract" the audience with valuable content - blog, SEO, organic social media. Slower, but builds relationships and trust.
The ideal strategy combines both, depending on objectives and budget.
If you try to sell to everyone, you sell to no one. A buyer persona is a semi-fictional representation of your ideal customer, based on real data and research.
Answer these questions:
Demographics:
"Entrepreneur Andy"
Andy, 35 years old, tech startup founder, New York. MBA, above average income. Passionate about productivity and growth. Active on LinkedIn and Twitter. Problem: doesn't have time to do his marketing himself, but can't afford a full-time team. Goal: to scale fast and efficiently.
You don't need to be everywhere. Choose channels where your customers are and where you can do good work consistently.
Optimization to appear in Google organic results.
Pro: Free traffic, persistent over time, high purchase intent
Con: Takes months to see results, requires expertise
Best for: Anyone with a website who wants long-term traffic
Google Ads, Meta Ads, LinkedIn Ads - you pay per click.
Pro: Immediate results, precise targeting, scalable
Con: Costs (and increasingly more), stop the budget - traffic stops
Best for: When you need fast results or products with good margins
Organic presence and ads on Facebook, Instagram, LinkedIn, TikTok.
Pro: Builds community, awareness, engagement
Con: Low organic reach, requires consistency, constant content
Best for: B2C, visual brands, lifestyle products
Direct communication with your contact list.
Pro: Best ROI (42:1 on average), you own the list, total control
Con: Need to build the list, requires consistent content
Best for: Everyone - e-commerce, SaaS, services
Blog, video, podcast, guides, infographics.
Pro: Builds authority, helps SEO, educates customers
Con: Time-consuming, long-term results
Best for: B2B, complex products, niches with many questions
The funnel describes the customer's journey from first interaction to purchase (and beyond). Each stage requires different messages and tactics.
The customer is just discovering they have a problem or discovering you.
Objective: Attract attention, educate, create awareness
Tactics: Blog posts, social media, video content, awareness ads, SEO
Metrics: Impressions, reach, traffic, followers
The customer knows they have a problem and is evaluating solutions.
Objective: Position yourself as the solution, build trust
Tactics: Case studies, webinars, email nurturing, comparisons, detailed guides
Metrics: Leads, email signups, engagement, time on site
The customer is ready to buy, deciding between options.
Objective: Convince them to choose you
Tactics: Free demo, trial, testimonials, guarantees, discount, urgency
Metrics: Conversions, sales, cost per acquisition (CPA), ROAS
The customer has purchased. Now you want to keep them and get them to recommend you.
Objective: Satisfaction, upsell, referrals
Tactics: Onboarding, follow-up emails, loyalty program, excellent support
Metrics: Retention rate, LTV, NPS, referrals
Content marketing means creating and distributing valuable content to attract and retain a defined audience - and ultimately turn them into customers.
1. Solve a real problem: Don't write about what you want, write about what they need.
2. Be specific: "5 Google Ads Mistakes Eating Your Budget" is better than "Tips for Google Ads".
3. Add unique value: What can you say that others haven't? Experience, data, perspective.
4. Format for scanning: Headings, bullet points, images. Nobody reads walls of text.
5. Include CTA: Every piece of content should lead somewhere - another article, newsletter, product.
Consistency beats perfection. A content calendar helps you:
The big advantage of digital: everything is measurable. But be careful not to get lost in data. Focus on metrics that matter for your objectives.
1. Measure: Set up correct tracking for all channels
2. Analyze: What works and what doesn't? Where are the bottlenecks?
3. Test: A/B testing on headlines, images, copy, landing pages
4. Optimize: Implement what works, stop what doesn't
5. Repeat: Marketing is a continuous process, not a one-time action
Without strategy, you're doing random tactics. A good strategy gives you clear direction and helps you allocate resources efficiently.
Goals must be:
Return to buyer personas. For each segment:
What are your competitors doing? Not to copy, but to understand:
Don't try to be everywhere. Select 2-3 main channels based on:
B2B Example: LinkedIn + Email + Content Marketing (SEO)
Local B2C Example: Facebook + Google Ads + Google My Business
E-commerce Example: Google Shopping + Meta Ads + Email
For each channel, define:
Allocate budget to:
Launch, monitor, adjust. Marketing is not "set and forget" - it's a continuous optimization process.
You can have perfect traffic, but if the landing page doesn't convert, you're burning money. CRO (Conversion Rate Optimization) is the art of turning visitors into customers.
1. One page, one goal: Each page has ONE single objective. Don't confuse visitors with multiple CTAs.
2. Message match: The message from the ad must match the landing page. Consistent promise.
3. Reduce friction: The fewer fields in the form, the higher the conversions.
4. Build trust: Guarantees, return policies, security badges, testimonials.
5. Create urgency: Limited offers, countdown timers, limited stock (only if real!).
"Good" conversion rate varies enormously by industry and conversion type:
Important: compare yourself to yourself, not to generic benchmarks. Constant improvement is what matters.
Marketing brings customers. Branding makes them remember you and choose you when they need you. In the saturated digital world, branding differentiates.
Branding isn't the logo. It's the sum of all perceptions about your business:
Positioning is the place you occupy in customers' minds relative to competition. The classic formula:
"For [target audience] who [need], [brand] is the [category] that [key benefit] because [reason to believe]."
Example: "For busy entrepreneurs who want efficient marketing, DGI is the digital agency that delivers measurable results because we focus on ROI, not vanity metrics."
The brand must be recognizable and consistent across all channels:
Growth marketing combines marketing, product and data to find the most efficient paths to growth. It's marketing based on experiments, not intuition.
Traditional Marketing: Focus on awareness and acquisition. Separate department from product.
Growth Marketing: Focus on the entire funnel (acquisition + activation + retention + referral). Close collaboration with product and engineering. Data-driven and experiment-based.
Growth marketing optimizes each stage, not just acquisition.
1. Identify the problem: Where is the biggest drop-off in the funnel?
2. Generate ideas: What could we do to improve?
3. Prioritize: ICE score (Impact x Confidence x Ease)
4. Test: Run controlled experiments
5. Analyze: What did we learn? Did it work?
6. Implement or pivot: Scale what works, abandon what doesn't
The digital world is changing fast. Here are the trends defining marketing in 2025 and how to adapt.
AI is no longer the future, it's the present. How to use it:
Warning: AI is a tool, not a replacement. Human oversight remains essential.
Video is the preferred format on almost every platform:
Third-party cookies are disappearing. What to do:
Shopping directly from social media is exploding:
The shift from mega-influencers to:
Consumers (especially Gen Z) choose brands that:
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