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02 - Build Your Digital Marketing Strategy

4 min read

Build Your Digital Marketing Strategy

Strategy & Goals · Module 2

← Fundamentals of Digital Marketing - Google

Index

#Section
1
1.1
1.2
2
3
4
4.1
4.2
5
5.1
5.2
5.3
6

Setting Suitable Goals (45 m)

Goal Types

DimensionTypeDescription
Time horizonShort-termQuick wins; next few months; immediate feedback
Long-termBroad objectives; a year or more; sustained growth
MeasurementSoft goalsQualitative; customer sentiment, engagement
Hard goalsQuantitative; e.g. sales +25% in Q3 vs previous year
FocusBrand perceptionTrust, reliability, awareness; harder to measure
Customer acquisitionNew customers, conversions; easier to measure

SMART Goals Framework

CriterionDescription
SpecificClear and well-defined. Instead of “Increase website traffic” → “Increase website traffic by 15% in 3 months.”
MeasurableTrack progress effectively. You can verify whether the target has been reached.
AttainableRealistic based on data, trends, and historical performance.
RelevantAligns with broader business objectives. Only focus on traffic if it supports overall growth.
Time-boundClear deadline (e.g., 3-month time frame).

The Importance of Strategy (20 m)

Four pillars:

  1. Define your goals
  2. Articulate your mission
  3. Identify your USP
  4. Analyse and adapt

Digital Presence Audit (25 m)

Focus AreaWhat to Check
Gap identificationMissing channels or incomplete information (e.g., outdated contact details)
FindabilityHow quickly and easily customers can locate you via search, AI assistants, and social media
Conversion pointsHurdles in online ordering or contact options
ConsistencyBranding elements (logos, colours, fonts, tone) across all channels
AI visibilityWhether your business appears in AI-generated answers (Google AI Overviews, ChatGPT, Perplexity). Structured data, clear content, and authority help.

Audit Tools

ToolUse
GA4Traffic sources, user behaviour, conversion funnels
Google Search ConsoleSearch performance, indexing issues, keyword impressions
Social platform analyticsFollower growth, engagement rates, content performance
AI auditSearch your brand in ChatGPT, Perplexity, Google AI Overviews to see what AI says about you
Competitor benchmarking toolsSEMrush, Ahrefs, SimilarWeb for competitive positioning

Research the Competition (25 m)

What to Analyse

AreaQuestions
Mission and valuesSustainability, innovation, community? How do they build brand loyalty?
Unique selling points (USPs)Speed, low prices, service? What makes them stand out?
Price positioningPremium or budget-conscious? How does this inform your positioning?
Customer perceptionReviews, testimonials, social media—how do customers really view them?
AI and automationAre they using chatbots, AI-powered personalisation, or automated campaigns?

Search & Social Research Questions

Research typeQuestion
Top resultsWho ranks highest for your key search terms? Who appears in AI Overviews?
KeywordsWhat words and phrases do competitors use in page titles?
Social media messagingHow do they present their brand? Which platforms get the most engagement?
LocationHow does adding your local area change search results?

Stand Out from the Competition (30 m)

Unique Selling Points (USPs)

Your USP is a clear, concise statement highlighting your business’s benefits and how you solve customer problems (e.g., faster delivery, eco-friendly products).

PrincipleAction
Speak in a human voiceBe natural, relatable, and authentic.
Promote your USPAdjust tone per channel; brief on social, expanded on website.
Tailor to your audienceFocus on your ideal customer. See 03 - Know Your Digital Customers.

Mission and Values

Your mission and core values define your business purpose. Aligning them with customer needs enhances loyalty.

ElementDescriptionExample
PurposePrimary goal”To inspire healthier communities”
Values3–5 core valuesInnovation, Sustainability, Community, Inclusivity, Transparency, Customer-centricity, Integrity
Mission statementPurpose + values combined”To inspire healthier communities through sustainable and inclusive wellness solutions.”

SWOT Analysis

FactorQuestions
StrengthsWhat does your business excel at? (customer service, products, processes)
WeaknessesWhat could be improved? (resources, technology)
OpportunitiesWhat external factors can you capitalise on? (trends, AI tools, underserved segments)
ThreatsWhat could negatively affect you? (competitors, economy, AI disruption, customer preferences)

Checklists

SMART Checklist

  • Specific: What specific area needs improvement? What do you want to achieve?
  • Measurable: How will you measure success? What metrics show progress?
  • Achievable: Is this realistic given current resources and past performance?
  • Relevant: How does this support overall business objectives?
  • Time-bound: When do you want to achieve this? What deadline keeps you on track?

Strategy Checklist

  • Set specific, measurable goals to give your strategy clear direction.
  • Craft your mission statement that reflects your business’s purpose and values.
  • Identify your unique selling point (USP) by highlighting what makes your business stand out.
  • Use AI tools (ChatGPT, Claude, Gemini) to help brainstorm and refine your strategy.

Audit Checklist

  • Identify key audit goals (e.g., improving search visibility, enhancing engagement).
  • Ensure business information is accurate and consistent across all platforms.
  • Test how easily customers can find you via search engines, AI assistants, and social media.
  • Review how easy it is for customers to contact you or order online.
  • Develop an action plan—prioritise updating outdated info or improving SEO.

Research Checklist

  • What is the USP of this brand?
  • How do customers perceive this brand?
  • Who are their main competitors?
  • What AI tools or automation are they using?

Stand Out Checklist

  • Who is my target audience?
  • Who are my competitors?
  • What problems does my target audience have?
  • How can I solve them?
  • Write your business purpose in one sentence.
  • List your core values.
  • Combine purpose and values into a simple, impactful mission statement.

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