When you start a new business, many things can go wrong. In fact, 1 out of 2 businesses goes out of business within 5 years.

On the other hand, your business can easily survive, thrive, and get to the level you’ve always dreamt about; but to achieve that, you need effective marketing.

To put it simply, no business can grow without marketing. With that in mind, I’ve compiled 9 digital marketing tactics you need to use to grow your online business effectively.

1. Create a buyer persona

As a new business, it’s impossible to focus on all digital marketing tactics. You only want to focus on a few that will produce results for your business.

And to determine this, you need to know who your ideal customer is. A buyer persona is a document that contains details about your ideal customers.

These details will help to:

  • Use marketing channels where your buyers hang out
  • Understand pain points to address
  • Send attractive offers to prospects
  • Speak in their language

Your buyer persona should have details such as:

  • Name
  • Gender
  • Age
  • Income
  • Job
  • Pain points
  • Favorite social channels

See an example from the Buyer Persona Institute:

2. Produce valuable content

Whether you want to increase your authority online, gain prospects’ trust, or promote offers, using valuable content is one of the most effective ways to achieve it. For instance, content marketing has been found to produce 3 times more leads than traditional marketing at a 62% lower cost.

How do you define valuable content? This is a piece of content that provides the right information to solve a viewer’s problem. Apart from the written content, other content formats to consider are:

  • Videos
  • Audio
  • Infographics
  • Podcasts
  • Webinars
  • Slides

To make your content creation effective, you can use a tool such as CoSchedule to plan your content calendar and other strategies.

3. Maximize your use of videos and webinars

Over the years, videos have become a popular media content with consumers. Perhaps, that could be because our brains process visuals 60,000 times faster than text.

Whatever reason people love videos, HubSpot found that 54% of consumers expect videos from businesses.

webinar stat

Don’t forget – a webinar is simply a live seminar streamed online. It’s a form of live video, but it’s one that allows you to have conversations with attendees. You can also use webinars to capture leads and even save the video for future distribution.

To get the best out of webinars, you can use a webinar tool such as ClickMeeting, which provides these features and more.

This will allow you to host a webinar without glitches, as well as help promote it to your audience. For example, you can add a call to action to your webinar, as well as integrate with your CRM tool to track your leads’ engagement with the webinar content, among other useful features.

4. Optimize your content for search engines

With over 3.5 billion Google searches daily, there’s a big potential to attract many search engine users who might need your service. The first step to optimizing your content for search engines is to carry out keyword research. This is to find keywords your potential customers are using. To do this, a tool like Ubersuggest can help.

After doing this, you need to insert your target keyword a few times in your post as shown below:

But most importantly, you need to provide the information that a searcher is looking for when they use such a keyword. Also, if you run a local business, it’s vital to add your business details to local listings and encourage online reviews.

After optimizing your content pages, you can run Google ads to bid and rank for profitable keywords.

5. Market your business on social media

From Facebook to Instagram to LinkedIn, people go on social media to connect with other people for various reasons. Luckily, users want to see messages from brands on social media.

On your ideal customer’s favorite social media channels, create social media content to build trust with your followers and ultimately turn them to leads.

Apart from attracting customers organically, you can also run social media ads to promote your offers. One platform to check is Facebook ads as it provides extensive targeting options to reach your ideal audience.

6. Use landing pages to capture leads

One of the most effective ways to capture leads is through landing pages. And while creating quality landing pages, you need to create many of them. HubSpot found that companies got a 55% increase in lead acquisition when they increased the number of their landing pages from 10 to 15.

On a landing page, you promote an offer and the viewer submits their details to claim your offer. In some cases, you can use a lead magnet which is a piece of content that solves an immediate problem for your audience.

For instance, by using a lead magnet on a landing page, Digital Marketer captured 35,859 leads in 60 days from the page.

Leadpages is a tool you can use to create landing pages as it provides many templates to create a landing page according to your needs.

7. Nurture prospects through email marketing

After capturing leads from your website and other sources, you need to have further contact with them to turn them into customers. This means you nurture them with more content until they become convinced to make a purchase.

Through emails, you can send:

  • Blog posts
  • Videos
  • Quizzes or surveys
  • Promotional offers
  • Messages about abandoned carts

Fortunately, over the years, email marketing has become better with automated email campaigns. This allows you to send personalized messages to your subscribers based on their interests.

A simple and robust tool for automated email marketing is ConvertKit. Even for a beginner, you can set up automated email campaigns to nurture prospects.

8. Improve your website user experience

Getting visitors to your website is a big task. But getting them to stay is another issue entirely. In a nutshell, a bad website user experience will chase your visitors away.

Two key components of your website user experience are:

  • Speed
  • Mobile-friendliness

If your website takes too long to load, visitors will leave. In fact, a Google study found that the probability of a bounce increases to 32% once your website loads for up to 3 seconds.

You can increase website speed by:

  • Minimizing images and other media
  • Using a content delivery network (CDN)
  • Using a fast host

Mobile-friendliness is another vital part of your website experience. Because a large portion of your visitors is on mobile devices. For instance, 60% of Google searches are done on mobile devices.

To ensure mobile-friendliness, use a mobile-responsive theme on your website. Just to be sure, you can use the Google mobile-friendly test tool to see how mobile-friendly your website is. And since you have a smartphone, visit from your device to confirm.

9. Use marketing automation tools for repetitive tasks

As a new business, you probably have a small team. Some repetitive tasks can be a time drain and waste of productivity.

With marketing automation tools, you can reduce time wastage. Consequently, you’ll have time for closing more prospects and satisfying your customers.

A simple tool to consider is IFTTT which is actually free and Zapier which offers a free version and an affordable paid plan.


The best digital marketing tactics for your business will differ from the best for another business. Because you’re serving different customers and meeting different needs.

But in most cases, you’ll find 3 or 4 tactics from this list that you can focus on to produce results for your business. When you follow these digital marketing tactics, you improve your business’s chances of thriving online.


Lilach Bullock

Highly regarded on the world speaker circuit, Lilach has graced Forbes and Number 10 Downing Street. She’s a hugely connected and highly influential entrepreneur. Lilach was listed in Forbes as one of the top 20 women social media power influencers and was crowned the Social Influencer of Europe by Oracle.