Digital marketing
A digital marketing strategy sounds large and expensive, but for a small business it is actually fairly straightforward. Let us go through what belongs in it and how to build one.
In brief
- A strategy is: what, for whom, and how you measure it.
- One clear goal, not five.
- Two or three main channels, not all of them.
- Update the strategy once a year, measure monthly.
The structure of a strategy
- 1. Goals — what you want to achieve (40 new customers a year, say)
- 2. Audience — the buyer persona
- 3. Channel choice: where the persona is
- 4. Message and creative: what you say and how
- 5. Budget — how much and how it is split
- 6. Metrics: what you track
- 7. Schedule: what happens when
One goal versus many
A common mistake is setting 5–10 goals. Resources then fragment.
Set one main KPI (euros sold, for instance) and 2–3 supporting metrics (leads, utilisation). Those guide everything else.
Choosing channels
A simple rule: two or three channels done well beats six done adequately.
- Google Ads — when the customer is searching
- Meta: when you are creating demand
- SEO: when you are building durable authority
- LinkedIn — B2B leads
- Email — repeat customers
Schedule and iteration
The annual target is split into quarters. Q1 you build the foundation, Q2–Q3 you scale, Q4 you optimise. Not perfect, but it gives structure.
Frequently asked questions
How often does the strategy need updating?
A big update once a year, adjustments quarterly.
Can I write the strategy myself?
You can. It is not sacred science. A professional helps if you want a second perspective.
How do I handle disappointment?
Expectations get set too high. Three months does not show everything yet. Give it time.
Worth a look too
External sources:
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