Many businesses struggle with developing a digital marketing strategy that works. 

There are so many different platforms and channels that it can be overwhelming to try and figure out where to start. 

In this blog post, we will discuss how to develop a multi-layer digital marketing strategy that will help you reach your target audience. 

We will break down the process into four layers: foundation, acquisition, engagement, and measurement. Let’s get started!

What is Multi-Layer Digital Marketing?

Multi-layer digital marketing is an approach to building a comprehensive digital marketing strategy. It involves using multiple channels and tactics to reach your target audience, including search engine optimization, pay per click advertising, content marketing, email marketing, social media campaigns, and more. 

By combining different channels and tactics in strategic ways you can create an effective multi-layer digital marketing strategy.

The Four Layers

Foundation Layer

The first layer of a multi-layer digital marketing strategy is the foundation layer. This is where you will lay the groundwork for your digital marketing efforts by creating an effective website, optimising it for search engines, setting up social media accounts, and other basic tasks. 

The goal here is to make sure that your digital presence is as strong as possible before you begin building out the other layers.

Acquisition Layer

The second layer of a multi-layer digital marketing strategy is the acquisition layer. This is where you focus on driving traffic and leads to your website. 

Here, you should look into tactics such as search engine optimization, pay-per-click advertising, content marketing, and other various forms of online advertising.

Engagement Layer

The third layer of a multi-layer digital marketing strategy is the engagement layer. This is where you focus on engaging with your audience and building relationships with them. 

Here, you should look into tactics such as email marketing, social media campaigns, and other forms of engagement.

Measurement Layer

The fourth and final layer of a multi-layer digital marketing strategy is the measurement layer. This is where you focus on measuring your efforts to ensure that they are successful. 

Here, you should look into tactics such as website analytics, A/B testing, and other forms of measurement.

By combining these four layers in a strategic way you can create an effective multi-layer digital marketing strategy that will help you reach your target audience and achieve the desired results. 

Furthermore, it is important to remember that no one layer is more important than another; each layer has its own purpose and should be treated as such. 

How to Apply the 4 Layers into your Digital Marketing Strategy

Define your Business Goals and Target Audience

By defining your business goals and target audience, you’re actually establishing a strong foundation. 

Your business goals will include the types of leads you want to generate, the amount of conversions or sales you want to achieve, and any other objectives you have set for your business. 

Your target audience should also be identified so that you can focus your efforts on reaching them specifically. Also, your whole team should be aware of the goals and target audience to ensure everyone is on the same page.

Research your Competition

Researching your competition is key to developing a competitive edge. 

By understanding how your competitors are marketing their business, what tactics they are using, and what kind of content resonates with their audience, you can better prepare yourself to build an effective multi-layer digital marketing strategy.  

Having a good understanding of your competitors is key to the acquisition layer, as it will help you create content and campaigns that can beat out your competitors. 

To research your competitors, you should look into their websites, social media profiles, and any other online presence they may have. You can also use tools such as Google Trends, Google Ads, and other analytical tools to gain a better understanding of their digital marketing efforts.

Create a Content Calendar 

Content is a key component of any digital marketing strategy, not just multilayer strategies. It is the most prominent part of the engagement layer. It’s important to develop a content strategy and a content calendar that resonates with your target audience and helps them understand the value proposition of your business. 

Having a content calendar can help you stay organised and remain consistent with your content production.

To create a content calendar, you should start by planning out the topics you want to cover in your content. You should also consider the type of content (blog posts, videos, images) that will be most effective for engaging with your audience. 

Finally, you should determine a schedule for creating and publishing this content. 

List Down Marketing Channels to Use

The acquisition and engagement layer of a multi-layer digital marketing strategy is all about driving traffic and leads to your website. 

To do this, you must identify the channels that will be most effective in reaching your target audience. This could include email marketing, search engine optimization, social media campaigns, and other forms of online advertising. 

Clear views on the channels to use and how to use them will help you focus your efforts on the ones that can provide the best results. 

By doing this, you can ensure that each layer of your strategy is effectively working together.

Experiment and Track the Results

For the measurement layer to be fruitful, you need to experiment and track the results of your digital marketing efforts. This includes A/B testing, website analytics, as well as tracking conversions and other metrics.

• A/B Testing: This is a process of comparing two versions of a web page to determine which one performs better with regards to conversions. 
• Website Analytics: This includes tracking website traffic, understanding where it comes from and what pages are performing better than others.
• Google Analytics: This is a powerful tool that helps you track and analyse your website’s performance. 
• Conversion Tracking: This includes setting up goals in Google Analytics to track conversions from different sources. 

Concluding Remarks

By experimenting with different tactics and tracking the results, you can determine what works best for your business’s goals and make adjustments to improve your performance. 

Developing a multi-layer digital marketing strategy can be overwhelming at first, but with the right approach, you can build an effective plan that will help your business reach its goals. 

By defining your business objectives, researching your competition, creating a content calendar, listing down marketing channels to use, and tracking your results, you’ll be well on your way to successful multi-layer digital marketing.