How to write an effective
DIGITAL
MARKETING
STRATEGY
Secrets from the professionals
www.digitia.co.uk | @digitia_
Market
Example planning template
Competitor
Company 1
Social platforms
Content types
Twitter (5k+), Facebook (3k+),
Linked In (1000+), Pinterest
(250+), YouTube (3.5k views)
Links to videos, inspiring
quotes, photos of team
Key lessons for
Non sales messages
working best,
particularly inspiring
quotes
Key lessons
against
Videos rarely getting
likes on Facebook – is it
due to content or
medium?
N.B Just as you might have collected leaflets
and clippings in earlier days, collect links to
good content and great social media posts to
help generate ideas in the future!
Creating a digital marketing strategy
5
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Objectives
Example planning template
Objective
Owner
Measure of Success
Increase hits to the web site as follows:
September: From 500 – 1000
October: From 1000 – 1500
November: From 1500 – 2300
December: From 2300 – 3000
Lisa
Google Analytics report to be checked
weekly to ensure we are on track. To be
checked monthly to asses position.
Generate a 50% increase in web site sales over the 4 month period
Mark
Quarterly sales figures. Will review
monthly and weekly sales figures to
ensure we are progressing and to identify
which tactics work best.
Increase Twitter followers from 3000 – 7000:
September: 3500
October: 5000
November: 6000
December 700
Jo
Monthly recording via Twitter.
Creating a digital marketing strategy
8
www.digitia.co.uk | @digitia_
Strategy
Example planning template
Try mapping out various combinations of the three
options and pick the that makes most sense in terms of
budget, reach and feasibility.
Direct
Paid
Earned
Strategic combination 1
Email campaign with 3 useful
stories, one offer coupon and a
customer story
PPC click ad campaign driving
traffic to XX (particular service
/ page)
Monthly blog agenda – 8 blogs
per month based around a
particular theme
Strategic combination 2
Email campaign with special
offer, limited time
Advert on top online news
forum in business section
4 blogs, 3 video tutorials,
posted to You Tube. All linked
to competition give away
Strategic combination 3
Think about your Web site’s “front
page” as a collection of pages, not one
home page
Creating a digital marketing strategy
11
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Content
Start by theming your weeks / months and think about what content will meet the
theme. Then start to ‘plot it’ in the table below to give your plan some overall
structure. You should then write out your Tweets / posts per day with links lined up
to the relevant content. Save this all in a folder to keep it in one place!
Example planning template
Week Theme
/ Day
Monday
Tuesday
Wednesday
Thursday
Friday
Week 1 Launch of new
web site
PR and
graphics to
launch new
web site
Week long PPC
trial for new
site
Photos of team
celebration
News story 2 –
TITLE
Interesting
story 1 – TITLE
Week 2 Competition
announcement
Competition
announced &
promoted on
Twitter &
Facebook
Email
campaign sent
out about
competition
Blog 2 – TITLE
Quote graphic
Competition
Results
Week 3 – ‘Dare
to Share’
campaign
starts
PR 2 – TITLE
Blog 4 – TITLE
.Quote picture
Paid Ads on
Facebook
Blog 5 - TITLE
Creating a digital marketing strategy
14
Saturday
Sunday
Blog 1 – TITLE
Blog 3 – TITLE
The Art of Twitter is in the Retweet. You Must be
Interesting. However, you must also ensure the
content on your web site is engaging enough to
keep the visitors until they are ready to buy.
www.digitia.co.uk | @digitia_
Results
Example planning template
Target (from objectives)
Results
Comments
Increase hits from 500 – 1000 (September)
1200
Excellent outcome. Biggest contributor was…
Increase sales by 50%
32%
Disappointing result although 22 more leads to follow up on as
result of PPC.
Increase followers from 400 to 600
590
Good result although need to increase participation in more
Twitter sessions to increase numbers
Google Analytics is an absolute necessity so you
can track where your web traffic comes from and
which pages are more popular than most!
Another great tool for tracking your social media
impact is Moz. Have a look at www.moz.com.
Creating a digital marketing strategy
17
www.digitia.co.uk | @digitia_
DIGITAL
MARKETING
STRATEGY
Secrets from the professionals