A digital marketing strategy should clearly define your vision and mission for your online marketing plans. To achieve all outlined goals, there are things the strategy should contain, but this again depends on your business needs and aspirations.
If your plan is to grow your business’s online presence and possibly record a higher conversion rate, a water-tight strategy will help you achieve that. Here are some of the qualities of a good strategy.
Clear and realistic framework: Since this will serve as your online marketing road map, you need to be clear on what your key performance indicators will be and match them with realistic timelines. You can start by laying down the plan for content you intend to use and in what form. Not having a proper framework is risky as you might end up losing track and falling behind your timelines. This is something you don’t want to happen when you have goals to achieve.
Content that resonates with your target audience: Content is King. Always have this 
at the back of your mind every moment you get down to creating the content you want to use in marketing. Effective content should be clear, concise and should be able to drive the message as soon as soon it is delivered. For it to achieve its intended goal, it also has to be carried through the right channels. Having created your buyer persona, you will have enough data on what channels they prefer and optimise your content for them.
Realistic goals and KPIs: We cannot overemphasise on the importance of having clear and realistic goals. Your end results will be determined by the steps you take right from the onset of the digital marketing campaign, which is why your strategy should be very specific on things such as actions to be taken and the metric that will be focused on. KPIs come in handy when you want to understand what’s working and what is not.
Always remember that flexibility is a must when you are doing online marketing. Things can be a bit unpredictable in the digital world. Leave some room for changes if, and when, that need arises. Keep a close eye on trends and what your competitors are doing and align your goals accordingly.