A digital marketing strategy gives a small business a reasoned plan for reaching suitable customers, creating demand and improving conversion within real budget and capacity limits.
This practical guide explains a digital marketing strategy through clear priorities, ownership and measurement.
Define commercial priorities
Define commercial priorities requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Choose a specific audience
Choose a specific audience requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Map the customer journey
Map the customer journey requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Select a focused channel mix
Select a focused channel mix requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Create a useful content and offer plan
Create a useful content and offer plan requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Build measurement and review
Build measurement and review requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Implementation checklist
- Define the objective and audience.
- Assign an accountable owner.
- Use reliable data and customer feedback.
- Document decisions and review dates.
A focused strategy is more valuable than activity across every platform. Choose priorities, learn from evidence and improve deliberately.