{"id":57791,"date":"2024-09-05T00:44:07","date_gmt":"2024-09-05T07:44:07","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/?p=57791"},"modified":"2025-03-13T08:31:43","modified_gmt":"2025-03-13T15:31:43","slug":"the-digital-marketing-strategy-you-need","status":"publish","type":"post","link":"\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/","title":{"rendered":"The Digital Marketing Strategy You Need to Find a New Audience"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">You already have loyal customers who love your products, but you\u2019re struggling to find a new audience of potential buyers. If this sounds like you, it\u2019s time to design a new digital marketing strategy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Standing out on social media or on search engines can be tricky, especially in a crowded market. But this guide to creating a digital marketing strategy has all the essentials to help you reel in new customers. <\/span><\/p>\n<h2 class=\"heading h2\"><span style=\"font-weight: 400;\">What Is a Digital Marketing Strategy?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A digital marketing strategy is your plan for promoting your business online. This plan will typically cover how you use different digital channels and tools to connect with customers. The plan will include elements such as social media and email marketing, content marketing and search engine optimization (SEO).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re a marketer, you may already know how a digital marketing strategy works. But if you\u2019re from a customer service or tech background and you\u2019re more familiar with call center management processes, don\u2019t worry. The following steps will help your brand reach new customers.<\/span><\/p>\n<h2 class=\"heading h2\"><span style=\"font-weight: 400;\">Create Your Digital Marketing Strategy in 6 Steps<\/span><\/h2>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">1. Set Clear Objectives<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">It may sound obvious, but your digital marketing strategy won\u2019t get off the ground without clear objectives. First, you need to establish what you want to achieve through your digital marketing efforts.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s time to set some SMART goals (ones that are Specific, Measurable, Achievable, Relevant, and Time-bound). Not sure how to do this? Here are some examples.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Specific: <\/b><span style=\"font-weight: 400;\">Instead of \u2018grow website traffic,\u2019 choose a more specific goal like \u2018increase organic website traffic by 30%.\u2019<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Measurable:<\/b><span style=\"font-weight: 400;\"> Your goals will need the right metrics to track your progress, whether it\u2019s measuring increased website visits or a more successful social media presence. This might include tracking the following.<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Unique visits<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Page views<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Click-through rates<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Bounce rates<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Conversion rates<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Follower growth<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Achievable:<\/b><span style=\"font-weight: 400;\"> Your goals must be realistic \u2014 that means you should base them on your current resources and market conditions. For example, if you\u2019re a new site, aiming for a 50% increase in traffic within a month might be too ambitious.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Relevant:<\/b><span style=\"font-weight: 400;\"> Make sure your goals are relevant to your wider business objectives. If your main goal is to improve your brand awareness, you should focus on metrics like social media engagement or website impressions.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Time-bound: <\/b>Define a clear timeframe. So instead of running with \u2018sometime this year,\u2019 you should provide a clear timeframe like \u2018by the end of Q2.\u2019<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Next, you\u2019ll need to break these goals down into smaller milestones. Let\u2019s say one of your goals is to increase email sign-ups by 40% in six months. To do this, your mini milestones could be setting monthly targets to monitor your progress as you approach that six month deadline. <\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">2. Dive Deep into Audience Analytics<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Now it\u2019s time to really get to know your customers. There\u2019s no single best way to do this, and you may want to combine the following methods.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Quantitative research:<\/b><span style=\"font-weight: 400;\"> Start by collecting data through Google Analytics and your customer relationship management (CRM) systems and focus on metrics like demographics and behavior. For example, you could analyze which age group visits your site most frequently and which pages they spend the most time on.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Qualitative research: <\/b><span style=\"font-weight: 400;\">Interviews and focus groups are a great way to discover more about your audience\u2019s preferences. In this way, you can find out whether they want to contact you via a <\/span><a href=\"https:\/\/www.ringcentral.com\/office\/features\/toll-free-numbers\/overview.html\"><span style=\"font-weight: 400;\">toll free number<\/span><\/a><span style=\"font-weight: 400;\"> or email, as well as what they want from your product. You should also try using social listening tools to keep an ear on online discussions about your brand or industry.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Create buyer personas: <\/b>Once you\u2019ve collected quantitative and qualitative data, you can now create profiles of your ideal customers. You should include information like age, occupation, interests, and pain points. For example, if you\u2019re marketing a new tech gadget, your personas might include \u2018Tech-Savvy Tom,\u2019 who values cutting-edge features, and \u2018Budget-Conscious Betty,\u2019 who looks for cost-effective solutions.<\/li>\n<\/ul>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">3. Select the Most Impactful Channels<\/span><\/h3>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-57794\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2024\/09\/image2-8.png\" alt=\"\" width=\"940\" height=\"755\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image sourced from Influencer Marketing Hub<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are so many channels that could help you reach new customers, but how do you choose the right one for the best digital marketing strategy? Consider the following.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Audience analysis:<\/b><span style=\"font-weight: 400;\"> Find out where your target audience spends their time online. Younger audiences might be more active on TikTok or Instagram, while professionals may spend their time on LinkedIn.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Channel strengths: <\/b><span style=\"font-weight: 400;\">Evaluate the unique advantages of each channel. Social media platforms are great for brand awareness, while email marketing is best for direct communication and nurturing leads.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Budget allocation:<\/b><span style=\"font-weight: 400;\"> Don\u2019t forget about your budget when you choose channels. While expensive, high-cost options like paid search ads can drive instant results; content marketing and SEO may yield less immediate results but offer long-term benefits.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Integration:<\/b> Finally, use a multi-channel approach to maximize reach. For example, your campaign could include social media ads to drive traffic, plus a blog for in-depth content or email follow-ups to nurture leads. Remember, consistency in messaging across all channels is key.<\/li>\n<\/ul>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">4. Craft Engaging and Relevant Content<\/span><\/h3>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-57795\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2024\/09\/image1-5.png\" alt=\"\" width=\"1490\" height=\"790\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image sourced from Content Marketing Institute<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Creating resonant content is easier said than done. Always keep the following content marketing components in mind.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Content strategy:<\/b><span style=\"font-weight: 400;\"> Plan your content around themes that are relevant to your target audience. You should also develop an editorial calendar that sets out what content you\u2019re going to publish and when so you can stay consistently on track.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Content types:<\/b><span style=\"font-weight: 400;\"> Vary your content. For example, you can create blog posts for in-depth information, but you should also offer audio-visual content such as how-to videos and infographics for easy-to-digest facts.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Value proposition:<\/b><span style=\"font-weight: 400;\"> Your content should address your audience\u2019s needs or solve its problems. Let\u2019s say your audience is interested in sustainable living. In that case, you could produce content about eco-friendly products and living.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Engagement: <\/b><span style=\"font-weight: 400;\">Why not use interactive elements like polls or user-generated content to encourage your audience to participate? The best content not only keeps your audience\u2019s attention but also nurtures a sense of community.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Optimization:<\/b> Finally, you must optimize all of your content for SEO. That means including relevant keywords and internal links. This will improve your search engine visibility and attract organic traffic, which is essential if you want a bigger audience.<\/li>\n<\/ul>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">5. Use Advanced Analytics and Tracking<\/span><\/h3>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-57796\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2024\/09\/image4-7.png\" alt=\"\" width=\"1287\" height=\"328\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image sourced from HubSpot<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You know you need to track performance. And no digital marketing strategy is complete without the relevant metrics. But you need to put the right system and analytics tools in place.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ll need to start by setting up tools like Google Analytics and Google Search Console along with social media analytics. Then make use of the following tips.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Analyze the right metrics: <\/b><span style=\"font-weight: 400;\">You need to focus on metrics that are relevant to your goals. For example, if your goal is increasing website traffic, monitor metrics like page views and bounce rates. Whereas if generating leads is your goal, track conversion rates and the source of leads.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Use customer feedback:<\/b><span style=\"font-weight: 400;\"> Incorporate feedback from reviews and surveys or <\/span><a href=\"https:\/\/www.ringcentral.com\/contact-center\/analytics.html\"><span style=\"font-weight: 400;\">contact center analytics<\/span><\/a><span style=\"font-weight: 400;\"> to understand your customer satisfaction levels and discover any areas you can improve. You can then use this data to refine your customer service approach and content strategy.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Run regular reports:<\/b> Create regular reports to review performance trends. You can then use these to adjust your strategy. For example, if you notice a drop in engagement levels on your social media channels, it\u2019s time to update your content style or <a href=\"https:\/\/napoleoncat.com\/blog\/social-media-content-calendar\/\">posting schedule<\/a>.<\/li>\n<\/ul>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">6. Integrate Technology to Streamline Your Operations<\/span><\/h3>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-57797\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2024\/09\/image3-6.png\" alt=\"\" width=\"815\" height=\"844\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image sourced from Salesforce<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your business may well be familiar with the latest technology. If not, there\u2019s no better time to invest in tech that can improve your digital marketing strategy. Here are some technological tools you should consider.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Automation tools:<\/b><span style=\"font-weight: 400;\"> Marketing automation platforms are useful for any digital marketing strategy. They can handle tasks like email campaigns and social media schedules, and they can generate and nurture leads.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Communication tools:<\/b><span style=\"font-weight: 400;\"> A <\/span><a href=\"https:\/\/www.ringcentral.com\/virtual-call-center.html\"><span style=\"font-weight: 400;\">virtual call center<\/span><\/a><span style=\"font-weight: 400;\"> can transform your digital marketing strategy. You can use it to contact leads directly from your online campaigns. You can also unify your call center with tools like AI chatbots and social media messaging so you can talk with customers on their favorite platform. <\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>CRM systems: <\/b>Customer Relationship Management (CRM) systems are also essential. They can help your sales teams track interactions and manage leads while also drawing on all the info they need to analyze customer data.<\/li>\n<\/ul>\n<h2 class=\"heading h2\"><span style=\"font-weight: 400;\">Final Thoughts: What Makes a Good Digital Marketing Strategy?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A good digital marketing strategy is both well-structured and adaptable. Your digital marketing strategy should combine clear objectives with plenty of flexibility so you can adjust once you learn what works best.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s also all about understanding who your customers are. A strong digital marketing strategy should combine your business\u2019s creativity with relevant customer data so you can always deliver the right message at the right time.<\/span><\/p>\n<h2 class=\"heading h2\"><span style=\"font-weight: 400;\">Frequently Asked Questions<\/span><\/h2>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">What are the top three digital marketing strategies?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The following are the three top digital marketing strategies.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>SEO:<\/b><span style=\"font-weight: 400;\"> This will improve your website\u2019s visibility in search engines.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Content marketing:<\/b><span style=\"font-weight: 400;\"> This focuses on creating content (such as blogs or videos) that will bring in new audiences.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Social media marketing:<\/b> This covers promoting your brand and products on social media platforms.<\/li>\n<\/ul>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">What is PPC in digital marketing?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">PPC, or Pay-Per-Click, is an online advertising tactic where you pay a fee each time someone clicks on one of your ads. It\u2019s a popular way to bring immediate traffic to your website. PPC ads usually appear on search engines or social media platforms and are a great tool for getting quick results (but are not always worthwhile in the long run).<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">\u00a0How do you reach new audiences in marketing?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">First, you need to understand who your customers are and where they spend their time online. Once you have this info, you can then use the channels they\u2019re most likely to see you on and target them with the advertising that will appeal to them most. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>You already have loyal customers who love your products, but you\u2019re struggling to find a new audience of potential buyers. If this sounds like you, it\u2019s time to design a new digital marketing strategy.\u00a0 Standing out on social media or on search engines can be tricky, especially in a crowded market. But this guide to &#8230;<\/p>\n","protected":false},"author":1218,"featured_media":57792,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18390,43335],"tags":[254],"class_list":["post-57791","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-and-collaboration","category-marketing","tag-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Digital Marketing Strategy You Need to Find a New Audience<\/title>\n<meta name=\"description\" content=\"A digital marketing strategy means improving your online presence to sell more products. This guide will show you how to build one in 6 steps.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Digital Marketing Strategy You Need to Find a New Audience\" \/>\n<meta property=\"og:description\" content=\"A digital marketing strategy means improving your online presence to sell more products. This guide will show you how to build one in 6 steps.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/\" \/>\n<meta property=\"og:site_name\" content=\"RingCentral Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ringcentral\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-05T07:44:07+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-13T15:31:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/wp-content\/uploads\/2024\/09\/image5-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1999\" \/>\n\t<meta property=\"og:image:height\" content=\"1333\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"JP Walti\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:site\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"JP Walti\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/#article\",\"isPartOf\":{\"@id\":\"\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/\"},\"author\":{\"name\":\"JP Walti\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/f7da889af8cc2b63d91f15fb40a28c8c\"},\"headline\":\"The Digital Marketing Strategy You Need to Find a New Audience\",\"datePublished\":\"2024-09-05T07:44:07+00:00\",\"dateModified\":\"2025-03-13T15:31:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/\"},\"wordCount\":1685,\"publisher\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/#primaryimage\"},\"thumbnailUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2024\/09\/image5-1.jpg\",\"keywords\":[\"marketing\"],\"articleSection\":[\"Communication &amp; collaboration\",\"Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/\",\"url\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/\",\"name\":\"The Digital Marketing Strategy You Need to Find a New Audience\",\"isPartOf\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/#primaryimage\"},\"thumbnailUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2024\/09\/image5-1.jpg\",\"datePublished\":\"2024-09-05T07:44:07+00:00\",\"dateModified\":\"2025-03-13T15:31:43+00:00\",\"description\":\"A digital marketing strategy means improving your online presence to sell more products. This guide will show you how to build one in 6 steps.\",\"breadcrumb\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/#primaryimage\",\"url\":\"\/us\/en\/blog\/wp-content\/uploads\/2024\/09\/image5-1.jpg\",\"contentUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2024\/09\/image5-1.jpg\",\"width\":1999,\"height\":1333},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"\/us\/en\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Digital Marketing Strategy You Need to Find a New Audience\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#website\",\"url\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/\",\"name\":\"RingCentral Blog\",\"description\":\"Intelligent Communications\",\"publisher\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization\",\"name\":\"RingCentral\",\"url\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/logo\/image\/\",\"url\":\"\/us\/en\/blog\/wp-content\/uploads\/2025\/04\/ringcentral-logo.png\",\"contentUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2025\/04\/ringcentral-logo.png\",\"width\":2048,\"height\":309,\"caption\":\"RingCentral\"},\"image\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/ringcentral\",\"https:\/\/x.com\/ringcentral\",\"https:\/\/www.linkedin.com\/company\/ringcentral\/\",\"https:\/\/www.instagram.com\/ringcentral\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/f7da889af8cc2b63d91f15fb40a28c8c\",\"name\":\"JP Walti\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/secure.gravatar.com\/avatar\/a1e0b4e15400ceb6f9930785d1caf31b5a3036628727e1e05cb8ce41c53bddfe?s=96&d=mm&r=g\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/a1e0b4e15400ceb6f9930785d1caf31b5a3036628727e1e05cb8ce41c53bddfe?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/a1e0b4e15400ceb6f9930785d1caf31b5a3036628727e1e05cb8ce41c53bddfe?s=96&d=mm&r=g\",\"caption\":\"JP Walti\"},\"description\":\"JP Walti is the Vice President of Marketing for Brand, Web, Video &amp; Content at RingCentral, where he leads the charge in enhancing the company's brand and digital presence. With over two decades of experience, JP has a proven track record in branding, creative strategy, and content development. Before rejoining RingCentral in April 2024, he served as the Vice President of Marketing at Dialpad, significantly boosting their market presence and customer engagement. JP holds an MFA in Creative Writing and a Master of Arts in English from San Francisco State University, along with a Certificate in Technical and Professional Writing. His career also includes key roles at FinancialForce and Dialpad, where he drove demand generation, corporate marketing, and brand strategy. Known for blending creative storytelling with strategic initiatives, JP continues to shape and elevate brand experiences at RingCentral.\",\"url\":\"\/us\/en\/blog\/author\/jp-walti\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"The Digital Marketing Strategy You Need to Find a New Audience","description":"A digital marketing strategy means improving your online presence to sell more products. This guide will show you how to build one in 6 steps.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ringcentral.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/","og_locale":"en_US","og_type":"article","og_title":"The Digital Marketing Strategy You Need to Find a New Audience","og_description":"A digital marketing strategy means improving your online presence to sell more products. This guide will show you how to build one in 6 steps.","og_url":"https:\/\/www.ringcentral.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/","og_site_name":"RingCentral Blog","article_publisher":"https:\/\/www.facebook.com\/ringcentral","article_published_time":"2024-09-05T07:44:07+00:00","article_modified_time":"2025-03-13T15:31:43+00:00","og_image":[{"width":1999,"height":1333,"url":"https:\/\/www.ringcentral.com\/us\/en\/blog\/wp-content\/uploads\/2024\/09\/image5-1.jpg","type":"image\/jpeg"}],"author":"JP Walti","twitter_card":"summary_large_image","twitter_creator":"@ringcentral","twitter_site":"@ringcentral","twitter_misc":{"Written by":"JP Walti","Est. reading time":"8 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/#article","isPartOf":{"@id":"\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/"},"author":{"name":"JP Walti","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/f7da889af8cc2b63d91f15fb40a28c8c"},"headline":"The Digital Marketing Strategy You Need to Find a New Audience","datePublished":"2024-09-05T07:44:07+00:00","dateModified":"2025-03-13T15:31:43+00:00","mainEntityOfPage":{"@id":"\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/"},"wordCount":1685,"publisher":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization"},"image":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/#primaryimage"},"thumbnailUrl":"\/us\/en\/blog\/wp-content\/uploads\/2024\/09\/image5-1.jpg","keywords":["marketing"],"articleSection":["Communication &amp; collaboration","Marketing"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/","url":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/","name":"The Digital Marketing Strategy You Need to Find a New Audience","isPartOf":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/#primaryimage"},"image":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/#primaryimage"},"thumbnailUrl":"\/us\/en\/blog\/wp-content\/uploads\/2024\/09\/image5-1.jpg","datePublished":"2024-09-05T07:44:07+00:00","dateModified":"2025-03-13T15:31:43+00:00","description":"A digital marketing strategy means improving your online presence to sell more products. This guide will show you how to build one in 6 steps.","breadcrumb":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/#primaryimage","url":"\/us\/en\/blog\/wp-content\/uploads\/2024\/09\/image5-1.jpg","contentUrl":"\/us\/en\/blog\/wp-content\/uploads\/2024\/09\/image5-1.jpg","width":1999,"height":1333},{"@type":"BreadcrumbList","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"\/us\/en\/blog\/"},{"@type":"ListItem","position":2,"name":"The Digital Marketing Strategy You Need to Find a New Audience"}]},{"@type":"WebSite","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#website","url":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/","name":"RingCentral Blog","description":"Intelligent Communications","publisher":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization","name":"RingCentral","url":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/logo\/image\/","url":"\/us\/en\/blog\/wp-content\/uploads\/2025\/04\/ringcentral-logo.png","contentUrl":"\/us\/en\/blog\/wp-content\/uploads\/2025\/04\/ringcentral-logo.png","width":2048,"height":309,"caption":"RingCentral"},"image":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/ringcentral","https:\/\/x.com\/ringcentral","https:\/\/www.linkedin.com\/company\/ringcentral\/","https:\/\/www.instagram.com\/ringcentral"]},{"@type":"Person","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/f7da889af8cc2b63d91f15fb40a28c8c","name":"JP Walti","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/a1e0b4e15400ceb6f9930785d1caf31b5a3036628727e1e05cb8ce41c53bddfe?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/a1e0b4e15400ceb6f9930785d1caf31b5a3036628727e1e05cb8ce41c53bddfe?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/a1e0b4e15400ceb6f9930785d1caf31b5a3036628727e1e05cb8ce41c53bddfe?s=96&d=mm&r=g","caption":"JP Walti"},"description":"JP Walti is the Vice President of Marketing for Brand, Web, Video &amp; Content at RingCentral, where he leads the charge in enhancing the company's brand and digital presence. With over two decades of experience, JP has a proven track record in branding, creative strategy, and content development. Before rejoining RingCentral in April 2024, he served as the Vice President of Marketing at Dialpad, significantly boosting their market presence and customer engagement. JP holds an MFA in Creative Writing and a Master of Arts in English from San Francisco State University, along with a Certificate in Technical and Professional Writing. His career also includes key roles at FinancialForce and Dialpad, where he drove demand generation, corporate marketing, and brand strategy. Known for blending creative storytelling with strategic initiatives, JP continues to shape and elevate brand experiences at RingCentral.","url":"\/us\/en\/blog\/author\/jp-walti\/"}]}},"rc_img_url":"\/us\/en\/blog\/wp-content\/uploads\/2024\/09\/image5-1.jpg","rcblog_by_author":"<a href=\"\/us\/en\/blog\/author\/jp-walti\/amp\" data-dl-events-click=\"true\" data-dl-element=\"link\"><span class=\"image\"><img src=\"https:\/\/secure.gravatar.com\/avatar\/a1e0b4e15400ceb6f9930785d1caf31b5a3036628727e1e05cb8ce41c53bddfe?s=96&d=mm&r=g\" alt=\"\" width=\"30\" height=\"30\" layout=\"fixed\"><\/img><\/span><span class=\"by-author-name\">JP Walti<\/span><\/a>","rc_author_full_name":"JP Walti","rc_author_avatar":"\/us\/en\/blog\/wp-content\/uploads\/2024\/08\/jp.walti_.jpeg","rc_author_link":"\/us\/en\/blog\/author\/jp-walti\/amp","rc_post_categories":"<a href=\"\/us\/en\/blog\/category\/trending\/communication-and-collaboration\/amp\">Communication &amp; collaboration<\/a><a href=\"\/us\/en\/blog\/category\/roles\/marketing\/amp\">, Marketing<\/a>","amp_link":"\/us\/en\/blog\/the-digital-marketing-strategy-you-need\/amp","excerpt_title":"The Digital Marketing Strategy You Need to Find a New Aud...","_links":{"self":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/posts\/57791","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/users\/1218"}],"replies":[{"embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/comments?post=57791"}],"version-history":[{"count":0,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/posts\/57791\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/media\/57792"}],"wp:attachment":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/media?parent=57791"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/categories?post=57791"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/tags?post=57791"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}