Let’s be real—if your marketing strategy doesn’t include digital channels like Instagram, LinkedIn, or TikTok, it’s like throwing a party and forgetting to send out invites. I’ve been helping businesses craft smart, measurable, and yes—actually enjoyable—online outreach strategies for years. And I’ve seen what works (and what just burns budget).
This isn’t about chasing trends or flooding your feed with selfies and hashtags. It’s about showing up where your audience already spends time—and doing it with purpose.
Here’s how I keep things simple, effective, and grounded—without turning it into a full-time guessing game.
What You’ll Learn
- How I decide which networks are worth the effort
- A clear framework to stay focused
- What types of posts actually convert
- How to use paid promotions wisely
- Which results I track (and which I don’t)
- My simple system to stay current—without constant scrolling
Let’s jump in—no buzzwords, no fluff.
Why Digital Channels Belong in Your Marketing Plan
You don’t need to be everywhere. But you do need to be visible where your customers already are. Platforms like Facebook and LinkedIn can help build recognition, start conversations, and drive results—without needing a Super Bowl-sized ad budget.
Think of it like this: marketing is a conversation. These channels just happen to be where a lot of the talking happens.
For a look at the bigger picture, check out my 2025 guide to digital marketing and advertising.
My Go-To Framework: The 5Ws
Before posting anything, I ask five key questions that keep my strategy sharp and relevant:
- Why am I doing this? (Brand visibility, sales, community?)
- Who am I speaking to? (Age, profession, interests, problems?)
- What am I offering them? (Education, entertainment, inspiration?)
- Where will I reach them? (Instagram, LinkedIn, or something else?)
- When is the best time to connect? (Based on their habits—not mine.)
This saves time and keeps the message clear. Always.
Picking the Right Channels for Your Audience
Not every app is a good match. If your customers are in finance or B2B, LinkedIn is likely more useful than Snapchat. Selling something visual? Instagram might be your best bet.
I always test and track early on. If the returns aren’t there, I shift focus.
Building a Voice (Without Sounding Like a Robot)
Consistency matters—but not at the expense of personality.
Here’s what I do:
- Write like a real person (please, no corporate lingo)
- Use the same tone across all content
- Stick to a few brand colors and styles (without going overboard)
People want to connect with people, not brands trying to sound “cool.” Be clear, friendly, and professional.
Content That Clicks, Sticks, and (Sometimes) Sells
Content creation doesn’t have to be complicated. I usually mix in four types:
- Helpful tips or “how-to” style posts
- Behind-the-scenes moments or fun updates
- Promotions, discounts, or product features
- Interactive posts, like polls or Q&A
I also repurpose content—a blog post becomes a carousel, a video clip, and a caption. Efficiency is underrated.
Want a deeper breakdown? Have a look at my top digital strategies.
When Free Reach Isn’t Enough: Running Paid Promotions
Sometimes your best content needs a push.
But instead of boosting random posts, I plan every campaign with:
- One goal (clicks, leads, conversions)
- A clear audience (age, interest, location)
- A test budget (before scaling up)
My advice? Track results closely and ditch anything underperforming. Don’t guess—measure.
More tips in this post: How I run effective digital campaigns.
Talk to Your People
The best content means little if you don’t respond when people engage. I always reply to messages, comments, and even tag shout-outs.
It’s not just about algorithm boosts. It shows you care—and real engagement builds loyalty.
Metrics I Actually Track
Not all stats deserve your attention. Here’s what I focus on:
- Interaction rate (likes, comments, shares)
- Clicks to my website or shop
- Actual conversions (the goal behind the post)
What I ignore:
- Follower count (vanity metric)
- Total impressions (not helpful without context)
Tracking is about improving—not just reporting.
Test, Adjust, Repeat
Even with a plan, things shift. I regularly test:
- New post formats (short videos vs. carousels)
- Caption styles (formal vs. friendly)
- Timing (early vs. late in the day)
Not everything works. That’s fine. I learn more from what flops than what pops.
Staying Updated Without Burning Out
You don’t need to scroll for hours to stay informed.
Here’s what I do:
- Subscribe to 2-3 trusted email digests
- Follow a handful of creators who share real insight
- Set 30 minutes weekly to check tools or trends
Also, I use schedulers to post ahead so I’m not glued to my screen all day.
Final Thoughts
You don’t need to be viral, trendy, or perfect to succeed. You just need to be present, clear, and consistent.
Start small. Build a rhythm. Focus on what helps your audience—and your business.
