DIGITAL MARKETING STRATEGY

TEMPLATE
 Your Company Name

One liner/Mission
Statement
TABLE OF CONTENT
Step 1: Understand Your Industry

Step 2: Understand Your Competition

Step 3: Understand Your Buyers

Step 4: Understand the Digital Channels that will work for you

Step 6: Understanding Marketing Metrics & Goals

Step 5: Create Digital Marketing Strategy – the 5D’s

PART ONE

UNDERSTAND YOUR
INDUSTRY
It’s worthwhile to analyze the state of your industry – whether as a prospective
new entrant or as an existing player in the game. One way to do this is with
Porter’s Five Forces Analysis.

This method of studying an industry considers – as the name suggests – five

different criteria and how high the power, threat, or rivalry in each area is.

Below are the five forces in the analysis:

Purpose of Our Research

1. Competitive Rivalry: This section asks how high the level of direct competition is in
your industry. Ask yourself what other companies offer the same product or service
that you do in the location that you do business in. While there may be another
company offering the same thing you do, it only matters how much of a direct threat
they impose on your share of the market for this analysis.
2. Threat of New Entrants: This area explores how difficult it is to start a company or
launch a product that could compete with yours. It also looks at barriers to entry –
whether those are resource-based, financial, or imposed by government restrictions.
3. Threat of Substitution: For this criteria, think of the alternatives to your product or
service. Keep in mind, these are not direct substitutes.
4. Buyer Power: Buyer power looks at whether your market is a buyer’s market or a
seller’s market from your company’s perspective. If your product is at the mercy of
the latest trend or a bargain-hunting coupon cutter, buyer power is high.
5. Supplier Power: Lastly, supplier power considered how much suppliers influence the
business.

Purpose of Our Research

 Threat of New
Entrants
• Add your threats
here

Very High High

Low
Very Low

Supplier Power Competitive

Rivalry Buyer Power
Very High Very High High
High Very High Low Very Low
Low Very Low High
Low
Very Low

Threat of
Substitution

Very High
High
Low Very Low
Analyzing Your Results

After you complete your analysis, take note of how often categories are
marked as “high” or “low.” If there are more lows than highs, this is good!

You have an opportunity to make an enormous impact in your market. If

your highs outweigh your lows, consider what concrete actions you will
have to take to overcome these potential threats and obstacles.

Whether you’re incumbent or a new business, these forces can change at

any time, so staying on top of industry trends and getting a high-level look
at your market is essential for long-term success.

Analyzing Your Results

PART TWO

UNDERSTAND YOUR
COMPETITION
Once you understand your industry as a whole, dive into where you fit into that
industry with a SWOT analysis.

A SWOT analysis looks at a company’s internal strengths and weaknesses and

the external opportunities and threats within the market.

Competing this analysis will highlight the direct areas of opportunity your
company can start building on or working to overcome.

Competition Research
Strengths: A company’s strengths are its internal pros. Strengths are usually unique to
that company, but can also be generally positive features that might be shared by another
company.

Weaknesses: Weaknesses are the internal faults that are within the company’s control.
This is not a time to mention the strengths of other industry players, but rather problems
internally.

Opportunities: Analyzing opportunities requires looking at the industry, market, and world
as a whole to identify chances for a company to grow the business.

Threats: Threats, like opportunities, exist outside of the company, but can be damaging to
its success and profitability. This is where we consider government regulation, the
influence of other companies, the economy, consumer trends, and more.

Competition Research
   
Strengths: Weaknesses:
   
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     
     
     
     
   
 
 
 
 
 

   
Opportunities: Threats:
   
     
     
     
     
     
   
 
 
 
 
 
Use this analysis as a snapshot for your company’s performance or
potential performance. Don’t just compare the amount of strengths and
opportunities with the amount of weaknesses and threats – weigh their
importance to determine if you’re currently in a good place or if you could
be doing better.

Analyzing Your SWOT Analysis

PART THREE

UNDERSTAND YOUR
BUYER
While you need to know where you stand in your industry, it’s ultimately worth
knowing where you stand in the eyes of your customer and potential
customers.

Taking the time and effort to learn how your company or product will be
perceived in the market is a vital action all businesses must routinely take.

You will better understand:

• Facts about your target market.
• What matters to someone who would purchase from you.
• The demand for your product.
• The potential price points.
• Perception on competition
• Impressions of your branding.

Buyer Persona
Buyer Personas

Before you get to surveying your buyers, it’s helpful to define them with buyer
personas – semi-fictional generalizations of who your target customers are.

Understanding your buyer personas guides your survey construction to be

more tailored to your intended audience. If you haven’t established your buyer
personas yet, use this free tool to get started.

Buyer Persona
Buyer Persona
Their Name
Their Occupation/Title
Their Age or Location

Write up a brief synopsis of this

buyer persona and why they may
be a good fit to be a customer.
If you’re making a buyer persona from scratch,
visit https://www.hubspot.com/make-my-persona
and insert a screenshot of your persona.
PART FOUR

UNDERSTAND YOUR
DIGITAL CHANNELS
Your Company Goal

We set out to find out…

(take it from here!)
Types of Digital Marketing Channels:

• Content Marketing: Blog, Quora, Lead Magnets, Guest Posts

• Search engine optimization (SEO): On-page & Off-page
• Social Media Marketing: Facebook, Instagram, Twitter, Pintrest, Linkedin
• Paid Social: Ads on Social Media Platforms
• Display Advertising: Banners ads on high DA websites
• Cold Email Outreach Marketing
• Influencer Marketing & PR
• Inbound Marketing: Marketing Automation & Funnel Optumization

Most businesses need a combination of these channels to build your effective

growth strategy. We like to break it down to Organic & Paid Channels for
further clarity on showing effectiveness of these campaigns.

Digital Marketing Channels

ORGANIC GROWTH

Organic growth channels brings in slow growth to a business but is the most valuable and
trusted source, especially when you are looking to build a quality lead pipeline.

Choose from these channels below (based on resources & budgets):

Digital Marketing Channels

Service What it means Growth Metrics Resources Needed Budget
Needed
On-page Optimization Making your website & landing pages SEO • Increase traffic • Designer
-friendly & mobile friendly • Decrease Bounce Rate • HTML Developer
• SEO Strategist
Keyword SEO Showing up your web pages and landing • Increase Traffic • SEO Strategist
pages for high volume search keywords on • Lead generation • SEO Team
google
Content Marketing Creating high quality content for blogs, social • Increase Traffic • Content Writer
posts, emails and ads on your blog • Increase subscriptions • SEO Strategist
• Designer
Inbound Marketing Nurturing Leads to conversion to retention via • Boost ROI • Inbound Marketing
marketing automation, funnel optimization and • Decrease CPA’s Expert
retargeting • Increase Revenue • MarTech Expert
• Decrease Sales Cycle • Content Writer
• Build High Quality Sales Pipeline • Designer
Social Media Promote your content via social media • Build Social Proof • Content Writer
Marketing platforms by create engaging, inspirational & • Reach New Audience • Social Media Manager
fun content to build your brand presence and • Build Brand • Designer
reach new audience group
Guest Posts & Write for other high DA websites and get • Increase organic presence • Content Writer
Backlinks backlinks to your website • Increase DA • SEO Strategist
Email Marketing Cold Email Outreach • Lead Generation • Content Writer
• Digital Marketer

Digital Marketing Channels

PAID GROWTH

This is the fastest source for lead generation and sales for any business. It is the
backbone of growth for all businesses to start seeing revenue growth.

Choose from these channels below (based on resources & budgets):

Digital Marketing Channels

Service What it means Growth Metrics Resources Needed Budget
Needed
Paid Social Running ads on facebook, instagram, • Increase traffic • Designer
pinterest, quora, linkedin • Lead generation • HTML Developer
• PPC Strategist
Display Advertising Banner ads on high DA websites via google or • Increase Traffic • Designer
platforms like taboola • Lead generation • HTML Developer
• PPC Strategist
Search Advertising Keyword search on google and bing • Increase Traffic • Designer
• Lead generation • HTML Developer
• PPC Strategist
Remarketing Retargeting leads via email, push and social • Boost ROI • Inbound Marketing
ads to get them to convert • Decrease CPA’s Expert
• Build High Quality Sales Pipeline • MarTech Expert
• Content Writer
• Designer
Paid links & PR Promote your content via paid sources and • Build Social Proof • Content Writer
media • Increase Traffic • Social Media Manager
Influencer Marketing Product endorsement by industry influencers • Build Brand • Content Writer
• Build Social Proof • Social Media Manager
• Lead generation

Digital Marketing Channels

PART FIVE

UNDERSTAND YOUR
MARKETING METRIC
& GOALS
Digital Marketing KPIs or Key Performance Indicators are quantifiable goals
which help you to track and measure success. KPIs are a useful way for
Business owners to see the actual results of their digital marketing campaigns
Marketing Metrics Sales Metrics

Traffic Conversion rate from leads to opportunities

ROI Conversion rate from Qualified leads to sales

Conversion By Source, Medium, Channel Deal win rate

ROI reporting Leads

Cost Per Acquisition Average days to close
Customer Lifetime Value Monthly recurring Revenue

Followers, Likes, Shares, Comments Profit Percentage

Marketing Metrics
All digital marketing campaigns needs to achieve set marketing goals which
are generally derived from the business goals.

Marketing Goals Business Goals

Reduce CPA Increase Revenue
Improve ROI Increase Profit Percentage
Followers, Likes, Shares, Comments New Customers
Increase Organic Traffic Build Brand

Lead Score High Quality Pipeline

Customer lifetime Value Repeat Business

Marketing Metrics
Data Point What Was the Most Important Data Point?

4x
Customer lifetime Value
If your digital marketing strategies are focused on
increasing your customer lifetime value i.e. repeat business,
it automatically sets you up for continuous growth.
PART SIX

CREATING YOUR DIGITAL

MARKETING STRATEGY
Every Digital marketing Strategy Comprises of the below 5D’s:

1. Digital Technology
2. Digital Data
3. Digital Channels
4. Digital Metrics
5. Digital Devices

Let’s understand what each of these means and how together they build a
digital marketing strategy that will improve your digital presence and boost
conversions

Digital Marketing Strategy

Digital Technology: The most important part of the digital strategy is the
technology. Marketing today is driven by the right kind of technology and tools
to enhance and upgrade your marketing efforts that show highly effective
results. The first step is to choose your Marketing Technology aka MarTech
stack. Here are the tools you need:

• Customer Data Platform: CDP like Segment allows you to track a customer following
GDPR guidelines
• Marketing Automation: Platforms like Hubspot are great automation platforms that
helps you setup inbound marketing to increase your customer retention rates and
build a high quality sales pipeline. Hubspot also takes the headache off social media
management campaigns
• Customer Relationship Management: CMS systems like salesforce are most
imperative to start seeing quality leads and conversions
• Analytics & Metrics: Tools like Google analytics, Mixpanel and Amplitude helps in
giving you the right picture
• Digital Marketing Tools: Keyword search tools, Content analysis tools and various
other SEO tools needs to be shortlisted

Digital Marketing Strategy

Digital Data: Digital data normally consists of audience profiles and
engagement patterns with businesses. This aspect is captured by typography
setup within your chosen digital technology that focuses on building interactive
experiences across a wide range of digital channels and your digital channels.

Digital Channels: Digital channels are another component that involves the
analysis of the preferred platforms to target the audience. Evaluate from the
digital marketing channels explained above to build your digital marketing
strategy. A collection of paid, owned, and earned channels utilize to build
engagement with the target market through several ways such as advertising
e-mails, messaging, search engines, and social networks.

Purpose of Our Research

Digital Metrics: identifying business goals and setting up marketing
metrics to fulfill your goals is the honest way to see how your campaigns
perform.

Digital Devices: It mainly focuses on the target audience’s interaction and

engagement on websites and mobile applications using a combination of
connected devices. These devices may include smartphones, tablets,
desktop computers, TVs, and gaming devices. Hence its most important to
make your websites and landing pages seo-friendly and mobile friendly

Purpose of Our Research

PART SEVEN

How To Start? – A
Summary
 1. Build your unique positioning & messaging
2. Build your buyer personas.
3. Identify your business goals & marketing goals
4. Prepare the list of digital marketing tools you'll need.
5. Evaluate your existing digital channels that work for you
6. Audit and plan your owned media campaigns.
7. Analyzing your digital marketing strategy’s past success and failures
8. Identify Your Means (& Stick to Your Budget)
9. Measure and monitor the performance of your digital marketing strategy and to change
elements where needed.
10. Setup Inbound Marketing
11. Understand the Digital Sales Funnel
12. Focus on Blogging
13. Focus on Mobile Optimization & SEO Friendly Content

13 steps to create the digital marketing strategy

THANK YOU!