Digital marketing strategy

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1) Align your digital strategy with your business strategy

If your digital strategy is not aligned with your overall business strategy, it becomes impossible to set meaningful goals. You need to identify the digital efforts and processes that best achieve and elevate your overarching business objectives.

Are you working with omnichannel marketing to ensure that both physical stores and your webshop pull in the same direction? Have you mapped out key metrics like CAC, CLV, and ROAS?

By selecting initiatives based on these factors, you can streamline existing workflows, improve products or services, and gain more competitive advantages.

In practical terms, this means you need to connect elements of your business model/strategy with your digital strategy. This could involve aspects such as partners and suppliers, value propositions, or your customer approach.

In this context, it’s helpful to consider the following questions:

• Are there new customer needs that could be worth addressing?
• Can you optimize your value proposition digitally?
• Are there new digital channels to explore?
• Is is possible to optimize your processes?

2) Mapping goals and KPIs

Your digital strategy needs a solid foundation. As such, it is essential to define measurable KPIs as a starting point. Without clear KPIs, it will be difficult to assess which efforts are actually driving growth.

These metrics can be determined using the SMART goal method, allowing you to measure the effectiveness of your digital marketing efforts and adjust or prioritize initiatives accordingly. The SMART method ensures that your KPIs are specific, measurable, and relevant.

Your KPIs could, for instance, be based on the following:

• Conversion rate
• Channel distribution and ROAS
• Leads
• Keyword rankings and pixel tracking for business-critical keywords

Consider whether your primary KPIs should focus on conversions in the form of direct customer leads, increased traffic, or CPA. Also, ensure that you can accurately track these KPIs afterward – both in aggregate and broken down by individual channels. 

3) Competitor analysis

To develop your digital growth strategy, you need to have a clear understanding of the competitors within your industry. Carefully analyze your competitors and assess how they perform digitally.

You can do this by examining their website and online channels in terms of functionality, performance, and presence across various platforms.

Be mindful not to underestimate the size of the online market, as this could cause you to overlook some of the most important touchpoints in the digital customer journey. Therefore, make sure to identify all potential competitors and their online performance as part of your digital strategy.

4) Plan your channel strategy in relation to the customer journey

Since a large part of digital strategy relies on various channels, it is essential to focus on your media strategy – especially in relation to the customer journey. Here, you need to identify the channels and digital platforms where your target audience is active.

You must be able to communicate on these platforms in a manner in which you can effectively increase sales and steer your online presence in the right direction. To identify the most suitable media for your target audience, consider focusing on:

• aligning your campaign message
• researching where your target audience is active online.

In your media strategy, you should refine the role of each platform in the customer journey and pay attention to the digital infrastructure. Today’s digical infrastructure allows for various stages of lead generation and multiple touchpoints, whether in e-commerce or B2B marketing.

Make sure that your lead generation strategy follows the appropriate steps. For an e-commerce webshop, your focus should be on permissions, customers, and ambassadors. For B2B, your focus should be on permissions, MQL, and SQL. To gain access to your leads, it is important to integrate permission marketing and lead generation in your digital strategy.

5) Digital roadmap

An essential part of your digital marketing strategy entails creating a digital roadmap in which you incorportate your priorities and define the strategic projects that must be carried out within a given period of time. Again, it is important to focus on the initiatives that will have the greatest effect in terms of contributing to the company’s overarching business strategy.

Here, it may be beneficial to distinguish between the optimization projects that focus on existing workflows (including KPIs) and the development projects that showcase the new digital solutions.

As part of your digital roadmap, there should be an accompanying marketing plan that provides you with an overview of the digital marketing, facilitates better prioritization, and offers good follow-up opportunities for your goals and plans.

6) Synergies and attribution modeling

The best foundation for a digital marketing strategy is your ability to connect the various digital platforms and channels. Today, users increasingly hop between different channels before making a conversion. Therefore, your strategy should reflect a coherence between all the essential elements across your various channels.

The strategy should create a clear connection and synergy between:

• your website and e-commerce platform
• your digital advertising
• your email marketing

If these elements are treated separately and without consideration of one another, you create a disjointed digital strategy that may lead to missed financial potential.

Use attribution modeling to identify all the real touchpoints in the customer journey. This way, you base your data not only on the last clicks in the process but on all the touchpoints that have occurred throughout the journey and across all channels. By measuring on only one channel, you risk drawing incorrect conclusions that do not align with the overall process.