Building a digital marketing strategy doesn’t have to be this huge complicated thing. It certainly should not be a 20 page document that no one ever looks at or follows through with. My theory for marketing is to start simple and be flexible. It’s like anything else, you learn from what you do and make adjustments as you gain insights. Just the word “strategy” alone can be scary.

Start with an analysis

The best way to start is to take some time to assess your current strategy, if you have one. If not, review what you’ve been doing and see how it’s performing. Ask yourself: what emails have high click through rates? What social posts have the most engagement? Which pages on your website are getting the most views? From these questions your can gain insights on what you should do more or less of.

Then build a strategy framework

Using a framework ensures that you are planning with your business objectives, audience, tactics, and KPI’s in mind. It’s a surefire way to tell if your campaign/marketing tactics are successful or not.

Step 1: Identify Business Objectives

Have a strategy that supports your organization’s core business objectives as the basis for all digital marketing  Ask yourself why does your campaign exist, what are the objectives?

Step 2: Identify Strategy Objectives

Strategy is how to achieve an objective. It is a thoughtfully constructed plan you’ll leverage to accomplish the business goal. Ask yourself: what do you need to deliver your objective?

Step 3: Plan tactics

Tactics are devices or actions taken to achieve a larger purpose. Some examples may be google advertising, email series, social posts, etc. Tactics are a what, not a how.

Step 4: Document KPIs

A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives. Find the most relevant data-driven KPIs — Something you can measure!

Step 5: Identify Target for each KPI

Targets are a numerical value you pre-determine as indicators of success or failure. Targets help you plan your site/campaign/marketing initiative better. If you have no targets then make them up. Use a number that if reached, won’t embarrass you. Ways to identify targets: Look at your competitors, peers/underdogs, and past performance.

Here’s a framework that you are welcome to download and use, and an example (tab 2) of one that I created for my client, Federal Realty Investment Trust.

Frequently review and test

A strategy is not meant to be a set it and forget it. Once you create a strategy, don’t forget to  review your performance often and adjust as you try new things. Nothing is set in stone!

Good luck and please don’t hesitate to reach out to me if you have any questions or need support.



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