digital strategy example business plan

The Ultimate Guide to Marketing Strategies & How to Improve Your Digital Presence

Discover how to create a successful marketing strategy for your business to seize growth opportunities and boost revenue.

FREE MARKETING PLAN TEMPLATE

Outline your company's marketing strategy in one simple, coherent plan.

Updated: 03/27/24

Published: 03/25/24

Am I right in assuming that a major part of your marketing strategy today is digital? Probably.

Consumers and businesses alike are almost always online and on the go – and you want to be able to reach them and observe their behavior and where they spend their time.

But when you're growing a business, this ever-changing digital landscape can quickly become an overwhelming one. With a number of other responsibilities and tasks that you need to do, how can you also efficiently create, fine-tune, and maintain an agile digital marketing strategy?

I've put together this guide about marketing strategies to help you improve your digital presence and grow better.

What Is a Marketing Strategy?

What Is a Digital Marketing Strategy

What Is a Digital Marketing Campaign?

Create a Digital Marketing Strategy

Types of Digital Marketing Strategies

Digital Marketing Campaign Examples

What is a marketing strategy.

A marketing strategy is a plan for reaching a specific marketing-related goal (or goals) in a focused and achievable way. It takes into consideration what your business is currently doing well and what you're missing in regards to the objective you set, then developing tactics to help you meet your goal.

If you run a small business, I get that you may not know how to jumpstart your strategy. Thankfully, this digital marketing strategy template will help you get there with its actionable tips and templates to set you up for success. And did I mention that it’s free?

Now, back to the topic at hand: are you confused about the difference between a marketing strategy and marketing tactics? I’ll cover that below.

Digital Marketing For Small Business

Everything you need to know to get started with digital marketing. You'll learn about:

• Content Marketing
• Marketing Analytics

You're all set!

Click this link to access this resource at any time.

Strategy vs. Tactic

The difference between a strategy and a tactic lies in their scope, level of detail, and time frame. A strategy is a high-level plan that guides your direction and long-term goals and how you plan on accomplishing them. Tactics, however, are specific actions and methods used to implement your strategy and achieve short-term objectives.

You can think about it like this: strategy is planning, and tactic is doing. Having a strategy without ways to act on it (tactics) is daydreaming, and taking actions with no common goal or plan (strategy) wastes your time.

Let's dive a bit deeper into the differences between the two.

Characteristics of a Strategy

Marketing or not, there are three parts to any strategy :

• A diagnosis of your challenge
• A guiding policy for dealing with the challenge
• A set of targeted actions that are necessary to accomplish the policy

Depending on the scale of your business, your marketing strategy may include several moving parts, each with different goals. With that said, working on your strategy can become daunting at times.

So, if you're ever feeling overwhelmed about your marketing strategy, I recommend referring to these three steps to keep you focused on achieving your objectives.

Characteristics of a Tactic

While strategies provide a framework for your overall vision, tactics determine the specific steps taken to execute that vision.

A good tactic should:

• Be specific, actionable, and measurable
• Align with the overall strategy
• Have a relatively short time frame

Depending on your marketing strategy, your tactics may include email marketing campaigns, publishing a blog , or organizing an event.

Now, let's look at digital marketing strategy.

What is digital marketing strategy?

A digital marketing strategy is a plan for using online channels to establish an internet presence and achieve specific marketing objectives. These channels can include organic search, social media, paid ads, and other web-based mediums such as your website. Ultimately, the goal is to boost your business’s visibility and attract new customers.

A strong digital marketing strategy helps your business achieve specific digital goals through carefully selected mediums. Similar to marketing strategies versus marketing tactics , “digital marketing strategy” and “digital marketing campaign” are also often used interchangeably. How do they differ?

I'll discuss that in the following sections.

What is a digital marketing campaign?

Digital marketing campaigns are the building blocks and actions within your digital marketing strategy that move you toward a specific end goal.

For instance, if the overarching goal of my digital marketing strategy is to generate more leads through social media, I might run a digital marketing campaign on X (formerly Twitter.) I'd share some of my business's best-performing gated content on the platform to generate more leads through the channel.

Let's tie it all together to help you create a digital marketing strategy you execute with your digital marketing campaigns.

How to Create a Digital Marketing Strategy

1. build your buyer personas..

For any marketing strategy – digital or not – you need to know who you're marketing to. The best digital marketing strategies are built upon detailed buyer personas ; creating them is your first step.

Featured Resource: Organize your audience segments and strengthen your marketing with these templates to build your buyer personas . They'll help you organize your insights and have a clear visualization of your target audience.

Buyer personas represent your ideal customer(s) and can be created by researching, surveying, and interviewing your business's target audience.

I have to note that it’s important that the information you gather is based on real data whenever possible. Making assumptions about your audience can cause your marketing strategy to go wrong.

Buyer personas are especially helpful if you have a niche audience. For example, I run Breaking the Blueprint , a HubSpot Blog column for minority business owners and entrepreneurs — a more specific group than the general HubSpot audience.

I could publish content based on what I think they might look for and benefit from, but I’m much more effective, impactful, and helpful if I dig deep and uncover their specific interests, needs, and challenges.

To get a well-rounded picture of your persona, your research pool should include customers, prospects, and people outside your contacts database who align with your target audience.

But what information should you gather for your buyer persona(s) to inform your digital marketing strategy?

That depends on your business — it‘s likely to vary by whether you’re B2B or B2C or sell a high-cost or low-cost product.

I’ve outlined some starting points that you can fine-tune and tailor to your particular business:

Quantitative and Demographic Information

• Location: Use web analytics tools to easily identify what location your website traffic is coming from.
• Age: Depending on your business, this may or may not be relevant information. But if it is, it's best to gather this data by identifying trends in your existing prospect and contact database .
• Income: If relevant, I recommend gathering sensitive information like personal income through persona research interviews, as people might be unwilling to share these details via online forms.
• Job Title: You can get a rough idea of this from your existing customer base, and it is most relevant for B2B companies.

Qualitative and Psychographic Information

• Goals: Depending on what challenge your product or service solves, you may already have a good idea of the goals of your buyer persona. Cement your assumptions by speaking to real customers and internal sales and customer service reps.
• Challenges: Speak to customers, sales and customer service reps, and any other customer-facing employees to get an idea of the common challenges your audience members face.
• Hobbies/Interests: Ask customers and those who align with your target audience about their hobbies and interests. For example, if you‘re a fashion brand, it’s helpful to know if large segments of your audience are also interested in fitness and well-being to inform future content and partnerships.
• Priorities: Talk to customers and target audience members to find out what‘s most important to them in relation to your business. For example, you’re a B2B software company, knowing your audience values customer support over a competitive price point is very valuable information.

By combining all of these details, you'll be able to create buyer personas that are accurate and highly valuable for your business.

2. Identify your goals and the digital marketing tools you'll need.

Your marketing goals should always be tied back to the fundamental goals of your business.

For example, if my business‘s goal is to increase online revenue by 20%, my marketing team’s goal might be to generate 50% more leads via the website than the previous year to contribute to that success.

Download this Template

Whatever your overarching digital marketing goal is, you must be able to measure the success of your strategy along the way with the right digital marketing tools.

For instance, HubSpot's Reporting Dashboard brings all of your marketing and sales data into one place, so you can quickly determine what works and what doesn't to improve your strategy for the future. My favorite feature is that you can customize your dashboards with the drag-and-drop editor to ensure your reports feature the metrics that matter most.

3. Evaluate your existing digital channels and assets.

When reviewing your existing digital marketing channels and assets to determine what to incorporate in your strategy, it's helpful to first consider the big picture — this will prevent you from feeling overwhelmed or confused.

Gather what you have and categorize each vehicle or asset in a spreadsheet so you have a clear picture of your existing owned, earned, and paid media.

Owned, Earned, Paid Media Framework

To do this effectively, I recommend using the owned, earned, and paid media framework to categorize the digital “vehicles,” assets, or channels you‘re already using and decide what’s a good fit for your strategy.

Owned Media

Owned media refers to the digital assets your brand or company owns, like your website , social media profiles, blog content, or imagery.

Owned channels are what your business has complete control over. The HubSpot Blog is an example of owned media, but this can also include some off-site content you own (e.g. a blog you publish on Medium).

Earned Media

Earned media , also called earned content, is anything written about or created about your business that doesn’t come from paid advertising or sponsorships. It’s published by a third party, like press mentions or media outlet coverage, people sharing your content via their networks, user-generated content, and even word-of-mouth marketing from satisfied customers.

Essentially, earned media is the recognition you receive from these efforts.

Paid media is the opposite of earned media, and it refers to any vehicle or channel you spend money on to catch the attention of your buyer personas.

This includes things like Google Ads, paid social media posts, native advertising (e.g. sponsored posts on other websites), or any other medium through which you pay in exchange for increased visibility.

I’ll go over an example now that I’ve outlined the framework.

Owned, Earned, and Paid Media Framework Example

Say I have an owned piece of content on a landing page on my website that's been created to help me generate leads. I know I want to incorporate different parts of the framework rather than just working with owned, earned, or paid media alone.

To amplify the number of leads the content generates, I ensure it's shareable so my audience can distribute it via their social media profiles. In return, this will increase traffic to my landing page. This is the earned media component.

To support my content's success, I might post about the content on my Facebook page and pay to have it seen by more people in my target audience.

This is how the three parts of the framework can work together, although it's not necessary for success. For instance, if my owned and earned media are already both successful, I might not need to invest in paid methods.

I recommend evaluating what solution will help you best meet your goals and then incorporating those channels into your digital marketing strategy.

Featured Resource: Keep track of your paid media efforts with HubSpot's free Paid Media Template .

Download the Template

4. Audit and plan your owned media campaigns.

At the heart of digital marketing is owned media — and it almost always comes in the form of content. That‘s because nearly every message your brand broadcasts can be classified as content, whether it’s an About Us site page, product descriptions, blog posts , ebooks, infographics, podcasts, or social media posts.

Content helps convert website visitors into leads and customers while improving your brand's online presence. And when this content is search engine optimized (SEO), it can boost your search and organic traffic.

Whatever your digital marketing strategy goal is, you'll want to incorporate owned content. To start, decide what content will help you reach your goals.

Continuing with the example from above, my goal is to generate 50% more leads on my website this year. My ‘About Us’ page is probably useless to my strategy unless it’s somehow been a lead-generation machine in the past.

If you’re feeling stuck, below I’ve outlined a brief process you can follow to work out what owned content you need to meet your digital marketing strategy goals.

Audit your existing content.

I promise marketing audits are significantly less scary than any other type of audit and much simpler.

Just make a list of your existing owned content, then rank each item according to what has previously performed best concerning your current goals.

For example, if your goal is lead generation, rank your content according to which pieces generated the most leads over the last year (such as a blog post, ebook, or site page).

The idea here is to figure out what‘s currently working, and what’s not so that you can set yourself up for success when planning future content.

Identify gaps in your existing content.

Based on your buyer personas, identify any gaps in the content you have.

For example, if you're a math tutoring company and know through research that a major challenge for your personas is finding effective ways to study, create some.

By looking at your content audit, you might discover that ebooks hosted on a certain type of landing page convert really well (better than webinars, for example).

In the case of this math tutoring company, you might make the decision to add an ebook about “how to make studying more effective” to your content creation plans.

Create a content creation plan.

Based on your findings and the gaps you‘ve identified, make a content creation plan outlining the content needed to help you hit your goals.

This should include:

• Promotional channels
• Why you're creating the content
• The priority level of the content

This can be a simple spreadsheet and should include budget information if you plan to outsource the content creation or a time estimate if you’re producing it yourself.

5. Audit and plan your earned media campaigns.

Evaluating your previous earned media against your current goals can help you get an idea of where to focus your time. Look at where your traffic and leads are coming from (if that's your goal) and rank each earned media source from most effective to least effective.

If you use an analytics tool, you’ll likely have an option to filter leads by source. If you’re a HubSpot user, the Sources reports in HubSpot’s Traffic Analytics tool is where you’ll find this information.

Recommended Reading

16 Benefits of Email Marketing Your Marketing Team Must Know

The Ultimate Guide to Email Marketing

30 Brilliant Marketing Email Campaign Examples [+ Template]

12 Email Marketing Trends Marketers Should Know [According to My Inbox]

2. Video Marketing

Video, specifically short-form, is the number one trend companies leverage in their marketing strategy.

Given this, it’s no surprise that the fastest-growing platforms are a video haven, especially TikTok. Of the marketers already using the platform, 56% plan to increase their investments in 2024, making it the platform poised to grow the most this year.

The increase in investment is also because video marketing is more effective than ever. In fact, 96% of video marketers surveyed by Wyzowl reported that video is an important part of their strategy, the highest it’s ever been in nine years.

One of the reasons videos are so effective is because they allow you to communicate with your audience in a more personal way. Plus, short-form video takes less bandwith and effort to create, you can still share a lot of information, and shorter videos align with the fast-paced attention span of many watchers.

By making video an integral part of your digital strategy, you can showcase your brand’s creativity and explore more content formats, such as product demos, explainer videos, expert interviews, customer testimonials, and more.

Online Marketing Benefits of Video Marketing

• Boosts SEO: Since Google includes video content in its search results, implementing video as part of your marketing strategy can improve your search engine visibility. Plus, video content can be optimized with relevant titles, descriptions, and keywords, making it easier for search engines to understand and categorize the content.
• Better Retention: Video is easier to remember than text-based content because it allows you to use storytelling techniques and communicate important messages more effectively. Video has the power to invoke emotions and create a connection with your audience, making it easier for them to consume and remember your content.
• Enhances Reach: Video is highly shareable on social media due to its easily digestible nature. As people share your video content with their own social media networks, it exposes your brand to new audiences.
• The Ultimate Guide to Video Marketing
• The Best Video Marketing Channels to Grow Your Brand
• The Video Marketing Playbook

22 Video Marketing & Advertising Campaigns You'll Actually Enjoy Watching

4. Search Engine Optimization (SEO)

SEO is optimizing your web content, structure, and technical aspects to improve its visibility and ranking on search engine results pages (SERPs). The ultimate goal of SEO is to increase organic, non-paid traffic to your website from search engines like Google and Bing.

If your product pages aren’t earning traffic, SEO is your best bet to get those pages in front of those searching for those products and services. Investing in an on-page SEO strategy is important to ensure your content engages and converts users.

According to our survey, website/blog/SEO is the second-most used channel among marketers, but they say it offers the best ROI. I’m not surprised by this because of my own experience. More often than not, I’m looking to Google to find answers to my questions, and so are my other consumer peers — among all generations, people prefer to find answers to their questions with search engines.

Image Source

And, while social search (which I’ll cover below) continues to gain steam, consumers still find the best answers on search engines.

Not sure how to get started? Download our starter pack below.

Featured Resource: SEO Starter Pack

Download Your Free SEO Pack

Online Marketing Benefits of SEO

• Increases Organic Traffic: Optimizing your digital content for search engines can help you rank higher in search engine results pages (SERPs) for relevant keywords that your audience is using. As your ranking increases, so does your brand’s visibility and your website’s organic traffic.
• Improves User Experience: When it comes to getting higher rankings, optimizing your website for users is just as important as optimizing for search engines. I recommend ensuring that your website is easy to navigate and has a clear information hierarchy so users can quickly find what they are looking for. In doing this, you not only improve the user experience, but you also increase the chances of users staying on your website longer, engaging with your brand, and ultimately, becoming customers.
• Provides Long-Term Benefits: Unlike paid advertising, which requires ongoing investment, optimizing your content for search engines can provide long-term benefits by driving consistent and ongoing organic traffic to your website. Yes, it can take longer to reach your goals, but the payoff includes saving your business money and building an authentic brand reputation.
• The Ultimate Guide to SEO
• How to Create an SEO Strategy & How to Do Keyword Research for SEO

19 SEO Tips Straight From the Mouths of HubSpot's SEO Team

• The SEO Evolution: Expert Insights into the Future Landscape of Search

4. Content Marketing

Content marketing involves creating and sharing valuable, relevant, and consistent content to attract and engage your target audience. Instead of bombarding your audience with ads and promotional messages, content marketing focuses on providing your customers with information that is actually interesting and useful to them.

Ultimately, the goal of content marketing is to build trust, establish thought leadership, and drive profitable customer action. Since buyers view around three to five pieces of content before engaging with a sales rep, content marketing is how you give them what they’re looking for.

Despite also falling victim to the “Is X marketing tactic dead???!??” by a few dissenting voices (some even call it a massive waste of your time !), blogging is one of the most popular forms of content marketing. You might call me biased because I’m a blogger writing about why blogging is important, but you can also trust the 92% of marketers who told us that they’re boosting their investments in blogging in 2024.

It’s a major play for businesses that want to attract customers who are genuinely interested in their products and services. And well-written, well-researched blog posts often answer an urgent need for a potential customer. For instance, HubSpot sells marketing software , and our users are typically marketing professionals who create plans, campaigns, and editorial calendars for their employers.

Recognizing this, Hubspot offers a free blog maker to help you get started on publishing content that resonates with your audience, ensuring you can easily share your knowledge and insights without the technical hassle.

The key is not to blog just because: blog with the intent to solve for the customer. To effectively do so, it’s important to understand your target audience and their pain points . That way, you can write highly targeted content that’s genuinely helpful for readers, especially since consumers say they read 1-4 blog posts per month .

Another trend in the content marketing space is generative AI, and 85% of marketers say it will change how they create content this year. Those who already use it say it helps them create high-quality, better-performing content.

Online Marketing Benefits of Content Marketing

• Boosts Web Traffic: Regularly publishing fresh and relevant blog content can improve your SEO rankings, attracting more organic visitors to your website. Plus, sharing content on your social media pages and other channels can help you stay engaged with your audience while increasing visibility.
• Establishes Experience, Authority and Credibility: Sharing your expertise and insights through blog articles and other content helps establish you and your company as thought leaders in your industry. You can engage with your audience and provide them with useful information that speaks to their pain points, building trust and positioning yourself as a reliable and knowledgeable resource.
• Generates Leads and Conversions: By creating engaging and relevant content, you can attract potential customers interested in your business and move them through the buyer’s journey. You can also convert readers into leads by including CTAs that encourage readers to take action, such as subscribing to a newsletter or registering for a free trial.
• Why Blog? The Benefits of Blogging for Business and Marketing
• How to Create a Successful Blog Strategy: A Step-by-Step Guide
• Blog SEO: How to Search Engine Optimize Your Blog Content
• Blogging Mistakes to Avoid According to HubSpot Bloggers
• How to Fit AI Into Your Content Marketing Strategy [+ Its Biggest Pitfalls], According to Jasper's Head of Enterprise Marketing

5. Paid Advertising

An organic content marketing strategy is only a portion of the story. It’s just as important to implement non-organic plays, such as paid advertising. Not only will this help you drive more brand awareness, it will also help you reach audiences who can’t find your business organically yet.

I recommend paid advertising if you’re still growing your blog or business and not getting as much traffic as you want. There are a few types of advertising you can consider adding to your digital strategy:

• Social Media Advertising
• Pay-Per-Click (PPC)
• Online Advertising

Nearly every platform has an option for you to advertise — either through a display network (such as Google’s ) or through its built-in ad system (such as Instagram’s, Facebook’s, and LinkedIn’s self-serve advertising portal).

Here’s one example of an ad on LinkedIn :

Online Marketing Benefits of Paid Advertising

• Targeted Campaigns: Platforms like Google, Facebook, and Instagram enable you to target your ads to specific audiences based on their demographics, interests, behaviors, and more. This helps ensure that your ads are seen by the right people who are more likely to be interested in your products or services.
• Measurable Results: No matter which platform you advertise on, you’ll be able to track the success of your ad campaigns by analyzing performance metrics such as impressions, clicks, and conversions. By analyzing this data, you can identify which ads and targeting strategies are most effective and make informed decisions to improve future campaigns.
• Flexibility: Paid advertising gives you the option to adjust your campaigns, targeting options, and budget based on your marketing goals and audience preferences. This can help you stay agile and responsive in the fast-moving digital marketing landscape and ensure that you are getting the most from your advertising budget.

6. Social Media Marketing

Social media marketing is another way to generate brand awareness online and boost your digital strategy. It involves creating and sharing content on social media platforms, such as Facebook, Instagram, Twitter, and others, to attract attention, drive website traffic, and generate leads.

Social media marketing is also great for building communities around your brand. You can speak directly to your audience, engage with followers through comments and messages, and have discussions to connect with them on a more personal level. The stronger your relationship with your audience, the more loyal they will be to your brand.

Online Marketing Benefits of Social Media Marketing

• Increases Brand Awareness: With billions of active social media users, you can reach a wide audience and increase your brand’s visibility. This is especially true if you participate in relevant social media trends, run paid campaigns, create and promote branded hashtags, and collaborate with other brands.
• Boosts Engagement: A strong social media presence can help create a community around your brand and build a strong relationship with your followers. Plus, you can use tactics like contests and giveaways to encourage specific actions that support your marketing goals, such as asking users to tag a friend or write a review.
• Rich Insights and Analytics: Social media platforms typically provide robust analytics tools that allow you to measure the effectiveness of your marketing campaigns, track key metrics, and gain insights for continuous improvement.
• Social Media Marketing: The Ultimate Guide
• How to Create a Great Social Media Strategy in 2024 (+New Data)

The HubSpot Blog's 2024 Social Media Marketing Report: Data from 1400+ Global Marketers

• How to Run a Social Media Contest That Gets Tons of Engagement
• The Fastest Growing Social Media Platforms [New Data]

6. Influencer Marketing

The global market for influencer marketing has more than tripled since 2019, making it more popular than ever. By partnering with influencers, brands can create content that promotes their products or services while leveraging the influencer’s reach. Of marketers who used it in 2023, 86% say it was effective for their business. I don’t see this slowing down in 2024, considering that most marketers are only increasing their investments.

There are many ways you can partner with influencers, such as sponsored content, guest blogging, product collaborations, influencer takeovers, and more.

Before initiating a partnership, it’s important to research and ensure they have an engaged following within your industry or niche and are aligned with your values and messaging.

Featured Resource: The Ultimate Guide to Influencer Marketing

Online Marketing Benefits of Influencer Marketing

• Brand Exposure: Partnering with influencers allows you to tap into the influencer’s existing audience and reach, which can significantly boost your brand’s awareness. By leveraging an influencer’s platform and following, you can expose your products or services to a larger audience and gain visibility among potential new customers.
• Authentic Content Creation: Influencers are skilled in creating engaging and authentic content that resonates with their followers. By partnering with influencers, you can tap into their creativity and expertise to develop compelling content that promotes your brand’s offerings in an organic and relatable manner. Plus, user-generated content created by influencers can showcase real-life experiences with your brand, which can influence buyer decisions and foster trust.
• Trust and Credibility: Influencers are seen as trusted authorities within their niches. When they endorse or recommend a brand’s products or services, it adds credibility and trust. This can positively influence consumer perceptions and increase the likelihood of potential customers trying or purchasing from your brand.

Influencer Marketing Strategy Checklist & Template

• What Will Influencer Marketing Look Like in 2024?

13 Influencer Marketing Campaigns to Inspire and Get You Started With Your Own

The Top Channels for Influencer Marketing

7. Podcasting

According to Edison Research, the number of Americans (aged 12+) who have listened to a podcast in the last month is up 30% from 2013.

While audio marketing and platforms like Clubhouse are different from podcasting , the idea is the same: you can educate and engage an audience; all they need is a device that plays audio.

When digging into the data, I found that podcasting and other audio content aren’t as popular as other strategies on this list. This makes sense because podcasting isn’t a channel offering the immediate ROI you might want. Dan Stillgoe, Blend’s Marketing Manager, spoke to my colleague Caroline Forsey and told her the same thing.

He said , “It's true that you can't directly attribute leads or revenue from a podcast, but that's not its purpose. Podcasts are a long-term brand-building channel that can improve affinity and connection for your brand like no other channel. When you realize the long-term and surrounding benefits, podcasting becomes a clear and obvious investment.”

He added, “Podcasting is the perfect way to craft content that's engaging and authentic — something buyers are beginning to crave in this AI era.”

For inspiration, check out the HubSpot Podcast Network :

The General’s ad is a great example of effective crisis management:

• It addresses negative perceptions head-on, showing viewers that it's in tune with its target audience and their needs,
• It builds back credibility by emphasizing how long it’s been in business and the number of people it has helped.

Grow Better With Marketing Strategies That Improve Your Digital Presence

As I mentioned above, your final strategy document will be individual to your business, so it’s almost impossible for me to create a one-size-fits-all digital marketing strategy template.

As you create your own, remember that the purpose of your strategy document is to map out the actions you’re going to take to achieve your goal over a period of time. If it communicates that, you’ve nailed the basics of creating a digital strategy.

If you're eager to build a truly effective strategy to help grow your business, check out our free collection of content marketing templates below.

Editor's note: This post was originally published in October 2019 and has been updated for comprehensiveness.

Don't forget to share this post!

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Digital Business Strategy Examples, Definition, and Strategies

Published: 14 January, 2024

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Digital Strategy

Table of Contents

In a time marked by rapid technological evolution and unprecedented interconnectedness, businesses find themselves standing at the crossroads of adaptation and endurance. As organizations grapple with the challenges and opportunities that the digital revolution brings, the development of a resilient digital business strategy has become a critical necessity.

As we unravel the complexities of digital business strategy, our goal is to empower businesses with the insights and tools required to not just survive but flourish in the digital era. At Digital Leadership, we provide Innovation Consulting and Digital Strategy Consulting to ignite creativity within your organization, fostering a culture of continuous innovation and groundbreaking ideas, and offering a holistic view of how digital technologies can be seamlessly integrated into your overall business strategy. Taking the first step toward tailored innovation solutions, we offer an Innovation Blueprint, enabling businesses to assess and align their current innovation practices with specific needs and objectives.

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What is Digital Business Strategy?

A complete digital business strategy describes the specific steps a company will take to evolve its business model and value proposition to best leverage new technology.

Digital business strategy is about using developments in technology to improve how companies create value for their customers, Digital business strategy guides the innovation of new products and new capabilities that were previously impossible, It highlights areas for growth, like new customer segments, and creates efficiencies and competitive advantages.

As small businesses restructure to adapt to the realities of the digital age, demand is placed on the need to understand digital business strategy & concepts for more growth and success. That is why this post is written. In this post, you will learn how to transform your business from offline to online, digital marketing strategies for small businesses, and digital transformation strategies .

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In a survey conducted by Tech Pro Research in 2019, 70 percent of business leaders reveal that they are investing more time and energy into Digital strategy. So you might be tempted to want to ask: why are businesses seeking digital business transformation. The answer is simple, digital transformation is the new normal, and it helps companies to work smarter and not harder.

Adopting digital business concepts and digital strategies can help improve customer experience, boost productivity, and leverage business intelligence. This post will take a clearer view of digital strategy definition and the digital marketing strategies for small businesses. We will also consider key examples of local and small businesses that successfully went digital and dive into the digital business strategies that can help transform your small business.

Uncover profound insights in our book, “How to Create Innovation” – the ultimate guide to digital business strategy . Within its pages, you’ll find a diverse array of groundbreaking tools and models that will enrich your understanding and empower you to refine your approach, guaranteeing unmatched success in the competitive business landscape.

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Digital Marketing Strategies

An efficient and effective digital marketing strategy is a vital component of the overall marketing mix of a business, regardless of its size and whether or not the business is in-store or online.

Marketing strategies for local businesses can include many offline local advertising methods. However, in today’s economy, a business needs to embrace digital marketing concepts and digital strategies to maximize sales and make more profits. A small business that operates all activities online needs to leverage a digital transformation strategy that helps attract potential customers.

There are many areas of online marketing that are beneficial to small businesses. Some of them are more important to offline and local businesses, while others are more effective for multinational and online businesses. Today, many businesses engage in multiple areas of digital business concepts and strategies to maximize marketing results and business growth.

7 Best Digital Marketing Strategies For Small Businesses

To correctly answer this question, you need to study your target audience and discover where they are likely to spend more time online. This gives you an idea of the strategy to adopt in reaching out to them when marketing your products and services. Your budget will play a key role in determining what digital transformation strategy to adopt.

Don’t be afraid to try out different methods when deciding which digital transformation strategy is best for your small business. Study the results to see which strategies are more effective with your target audience and make sure you’re getting a profitable return on investment (ROI).

Some digital business concepts and digital strategies can be difficult to measure but be consistent with your measurement strategy. The most effective measurement method is to compare the company’s revenue before adopting certain marketing strategies to the revenue generated while running a different digital marketing strategy.

Here are some digital marketing strategies for your small business:

1- Search Engine Marketing

Search engine marketing ( SEM ) is crucial for every small business. It gives you a better chance to stand out when competing with bigger brands and companies by being more visible in search engines. Since most people use a search engine to find products and services, both locally and online, it is essential that your business rank high in search engines for words that relate you your products and services.

Professional digital marketing agencies offer search engine marketing services through search engine optimization (SEO) and paid advertisement. SEO is a free marketing tool that helps your website rank higher on search engine results pages (SERPs) via methods such as:

• Internal and external link-building
• Keyword research
• Content optimization

2- Content Marketing

Content marketing gives prospective customers information about your products and services through blog posts, articles, and product reviews. In this digital age, everyone is trying to sell something, but those who inform well are more likely to get more sales. Therefore, the more information you share with people, the more people will appreciate your expertise, thereby instilling confidence in your potential customers.

In the past, content marketing was carried out through guidebooks, printed brochures, and user manuals. However, in today’s world, the strategy relies solely on delivering valuable, relevant information and articles on your company’s website to attract your target audience and serve as a call-to-action.

3- Local Search Marketing

Local search marketing integrates a search engine’s maps function into a business’ website optimization and marketing strategies to maximize the business’ local search results performance.

Local search marketing is also called location-based marketing. This is especially the case for Google My Business (GMB), where your small business can be listed with address information and mapping, giving potential customers all the necessary but underserved details they need to contact you for your products and services. You can also include your phone number and website address. An efficient customer service system will also be available to attend to all inquiries.

4- Email Marketing

Email Marketing is a highly effective distribution marketing channel, which is a type of direct marketing, and digital marketing which makes use of email to advertise the products or services of your business. It is a great way to keep your customers informed of the latest products or services you offer by including them in your marketing automation strategies.

It could also play an essential part in the overall plan of marketing by generating leads, branding, increasing brand awareness, establishing relationships, or keeping customers interested throughout their purchase with different kinds of email marketing.

5- Social Media Marketing

Social media marketing (SMM) is one of the most effective marketing strategies today. However, it can be very tricky. Every digital marketer talks about social media marketing, but it can be difficult for small businesses to integrate social media into their distribution marketing channels. The type of social media platform you use depends on the kind of business you run. A small business that stays in touch with its customers by giving them motivational quotes, timely industry-relevant information, and customer-centric tips might find it easier to call its customers to action when the need arises.

Indeed, businesses, such as local restaurants, have recorded remarkable success using social media platforms by keeping their customers aware of the latest additions to their menus. The essential component of social media is to use it to strengthen your customer base to achieve repeat sales.

Trying to gain visibility across all social media platforms can be difficult for your small business, especially if you have limited key resources. Therefore, you should figure out which social media platform makes more sense for your business and the target audience you are trying to reach.

Are you targeting young people? Then boosting Facebook followers , followers on Instagram, or WhatsApp reach should be your priority. If you are targeting corporate clients, then you should invest more in LinkedIn marketing. If your business depends on a strong visual strategy, then you should invest heavily in Instagram and YouTube.

Social media marketing is about building and maintaining a mutually beneficial relationship with your customer base. It involves a system of keeping in touch with them and constantly showing that you care about them, instead of trying to constantly sell to them. Therefore, use social media platforms to listen and engage with your target audience and prospective buyers.

6- Mobile Marketing

Nowadays, a customer’s experience is largely driven through mobile devices- whether they are searching for a company or product, making a comparison, or actually buying a product.

Mobile marketing is targeted at reaching prospective customers through their mobile devices by using mediums such as targeted ads, mobile applications, email marketing, responsive websites, social media, and text messaging. In addition, small businesses can leverage technologies and strategies that can target customers based on time, location, keywords, and other specific attributes.

7- PPC Marketing

Pay-per-click (PPC) is an online marketing strategy where businesses pay and make money when their ads are clicked. There are different types of online ads. They include ads featured at the top and sides of search engine results pages, ads that show up in mobile apps or while you’re browsing, and promotional ads that pop up when watching videos on YouTube.

One advantage of PPC marketing is that your business only pays when your ads are clicked. Moreover, you’re able to target your ads toward specific locations and people.

Digital Businesses Strategy Examples

Digital business is a transformative trend seen in businesses transiting their operations from offline to online or from analog to digital. Many businesses started 100% online and remained online over the years, with 100 per cent of their products and services existing in the digital space. Interestingly, exclusively online businesses often have low startup costs and can quickly scale up to meet the current demands of the market. Sellers on the popular e-commerce platform Etsy are a good example of a successful digital business trend.

1) E-commerce Optimization:

• Example: An online retailer implements a digital business strategy focused on enhancing user experience through personalized recommendations, AI-driven product suggestions, and a seamless checkout process. This strategy aims to increase customer satisfaction, boost sales, and cultivate brand loyalty.

2) Data-Driven Decision Making:

• Example: A financial institution adopts a digital business strategy that leverages advanced analytics and machine learning algorithms to analyze customer data. By extracting valuable insights, the organization can make informed decisions, predict market trends, and tailor financial products to meet individual customer needs.

3) IoT Integration in Manufacturing:

• Example: A manufacturing company embraces the Internet of Things (IoT) as part of its digital business strategy . By embedding sensors and connectivity into machinery, the organization gains real-time visibility into the production process, enabling predictive maintenance, reducing downtime, and optimizing overall operational efficiency.

4) Social Media Engagement for Customer Service:

• Example: A consumer goods company employs a digital business strategy that prioritizes social media channels for customer engagement. Through proactive monitoring and timely responses, the company not only addresses customer inquiries and concerns but also utilizes social platforms to gather feedback, conduct market research, and build a stronger brand presence.

5) Cloud-Based Collaboration:

• Example: A multinational corporation implements a cloud-based collaboration strategy, enabling employees to work seamlessly across different locations. By leveraging tools like cloud storage, collaborative platforms, and virtual meetings, the organization enhances productivity, facilitates remote work, and fosters a more agile and responsive workforce.

6) Blockchain for Supply Chain Transparency:

• Example: A food and beverage company integrates blockchain technology into its supply chain. This digital business strategy enhances transparency by allowing consumers to trace the origin and journey of products. This not only meets the growing demand for sustainability but also builds trust among consumers regarding the authenticity of the supply chain.

7) Personalized Marketing with AI:

• Example: A marketing agency employs artificial intelligence (AI) algorithms to analyze customer behaviour and preferences. By tailoring marketing messages and advertisements based on individual user data, the agency enhances the effectiveness of campaigns, increases conversion rates, and maximizes return on investment.

In 2017, Etsy reported that over 97 per cent of the business owners selling on their e-commerce platform ran their businesses from home, and over 75 per cent were one-person operations. Despite being considered a small and medium-scale business (microbusiness), many sellers on Etsy reveal that it was their major source of income. Other successful digital businesses include:

• Virtual Assistant
• Wedding planners
• Industry consultants
• Drop-shippers
• Online retailers (clothing companies, online bakeries, bookstores, etc.)
• Web designers
• Social media and content marketers

Digital Business Strategy Management?

A digital business strategy is incredibly difficult to manage. We often fall into the trap of treating transformations like improvements. The UNITE Horizons of Growth framework goes into more detail and tells you exactly when and how to improve, transform or innovate your business.

Download the complete 3 Horizons of Growth package, including instructions for putting it to work for you today.

The UNITE Horizons Of Growth

In today’s digital era, it feels as though everyone is running a digital business. But the fact is that top business leaders have different opinions on what it means to go digital. Hence priorities vary when it comes to digital business strategy, Digital transformation strategy, and technology adoption.

Generally speaking, digital businesses rely solely on technology to operate. However, depending on your sector, it may involve:

• Capturing data to improve business intelligence
• Leveraging artificial intelligence and machine learning to improve customer experience
• Using productivity tools and task management systems to automate workflows
• Doing 100% of business tasks via digital platforms for online-only companies

However, you must note that leveraging technology only doesn’t make you a digital business . A true and effective digital transformation takes time and is a gradual process of transiting from manual processes to technology-based and customer-centric digital business strategies.

Becoming a full-fledged digital business impacts every aspect of your organization, from customer service to employee experience to back-end management and maintenance.

Digital Business Concepts

Becoming a digital business is a fundamental shift. Therefore, it is important to understand the key concepts guiding your digital transformation . The following concepts are crucial to small businesses seeking to achieve digital transformation.

Flexibility

Our world is constantly changing. The way business was conducted in the 17th, 18th, and 19th centuries is different from how it is in the 21st century. Things have changed and are still evolving, and businesses are looking for digital business concepts and digital strategies that will make them more flexible. For instance, during the Covid-19 pandemic, businesses realized the power of technology in continuous sustainability and success. Therefore, adopting digital business transformation strategies allows you to adapt to change quickly.

Digital transformation requires changing how you operate, and it mostly begins with changing how you think. To truly become a successful digital business, you need to have like-minded people working together with you who understand the culture and core values of your vision. Although tech leaders may be at the forefront of this digital transformation process , building an Organizational culture and philosophy of productivity, efficiency, and automation in every section of your business is vital to success.

Scalability

With scalability, small businesses can make up for unforeseen circumstances that may arise in their delivery. In addition, digital businesses can quickly scale up or down to meet organizational needs. For instance, a scalable digital business can expand its database when taking on a large project or efficiently onboard new employees during periods of growth and expansion.

How To Build A Successful Digital Transformation Business Strategy

Whether you’re taking your small business into the digital world or you’re starting your business from scratch, the following tips will help you build a successful digital business.

One common characteristic of all digital businesses is that they automate almost everything. Why waste time doing common tasks that artificial intelligence and machine learning can do for you? It’s better to spend that time brainstorming ideas that can move your business to a greater height. Examine your business processes and start automating areas where possible.

Invest in Digital Marketing

We can’t overemphasize this enough. There can be no successful digital transformation without digital marketing. Therefore, you need to invest in digital marketing strategies for your business. Having the most efficient organization in the world is impossible without having a good customer base. Train your marketing team on the best digital marketing strategies for today’s world, such as SEO optimization, social media management, and others.

Train Your Team

Behind every thriving business is a great team working tirelessly behind the scenes to shift the business to a greater and more enviable height. You need a great team for your business; therefore, invest time, energy, and resources in training your team. Invest in upskilling your team so that they can be more confident in using new technologies. This way, they will help you find better ways to position your business for better results.

Conclusion On Digital Business Strategy

If you have a small business, you need to implement the digital marketing strategies for small businesses shared in this post. For your business to thrive in this digital age, you need to invest in the right business concepts and strategies.

In addition to this view on digital strategy , we have a variety of other ground-breaking tools and models. Register for the pre-launch of our book “How to Create Innovation”

Frequently Asked Questions:

Why digital marketing is important for any business growth strategy.

Because digital marketing connects businesses with customers online, it is essential. It is applicable to all industries, through SEO, PPC, social media marketing, and email marketing, it connects businesses to their ideal customers.

How do you create a digital business strategy?

Here’s a Digital Marketing Strategy Framework:1. Explore the Landscape, Market Research & Analyze your Findings.2. Plan your strategy.3. Define your target audience & Understand their unmet Needs.4. Content Strategy Mapping.5. Establish benchmarks and KPIs.6. Use best practices.7. Analyze and optimize.

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How to Create a Digital Marketing Plan: 4 Steps

• 08 Feb 2024

Digital marketing is essential; it helps you connect with customers via online channels and enhance brand awareness. To ensure your campaigns succeed, you need an effective digital marketing plan and strategy.

Not all businesses understand strategic planning's importance. According to a Smart Insights report , only 17 percent clearly define their digital marketing strategies.

If you want to create a digital marketing plan, here’s an overview of what it needs and four steps to take.

Access your free e-book today.

What Is a Digital Marketing Plan & Why Is It Important?

Technology has revolutionized business, but that doesn’t mean traditional marketing tactics are obsolete.

“There are certain aspects of marketing that remain true no matter how technology changes,” says Harvard Business School Professor Sunil Gupta, who teaches the course Digital Marketing Strategy . “One of these aspects is the importance of developing a plan to effectively use your marketing resources.”

A digital marketing plan is a comprehensive strategy outlining how your company will use digital channels to promote its products and services. Unlike traditional marketing tactics, it focuses on identifying your target audience and connecting with consumers via online platforms and channels.

Your plan’s significance can’t be overstated. It provides a strategic focus while optimizing your marketing efforts and budget. More importantly, it ensures your company remains agile and responsive to market dynamics and maintains a competitive edge.

Adaptability is particularly crucial in times of uncertainty. According to HubSpot , 20 percent of marketers pivoted their established marketing plans last year due to the potential for a recession.

To help craft your digital marketing plan, here are four steps to ensuring it’s comprehensive and can weather market challenges.

4 Steps to Creating a Digital Marketing Plan

1. set goals & objectives.

The first step to creating your digital marketing plan is understanding what goals and objectives are essential to succeed.

“Companies often have multiple objectives, and you’ll need to prioritize and balance these goals,” Gupta says in Digital Marketing Strategy . “Often these goals are tied to the overall strategy of the company.”

For example, if you don’t work at a big-name company, you may want to focus on brand awareness. If you’re a market leader, you may want to expand your target audience by highlighting a new or revised product or service.

The best way to determine your company’s objectives is by identifying its challenges and opportunities throughout the customer journey , which has three stages:

• Awareness: Introducing customers to your brand or product to address a problem they have
• Consideration: Making customers aware of your brand or product while they evaluate alternatives
• Decision: Using information gathered during the previous stages to influence consumers’ purchasing decisions

“Which stage of the funnel you focus on and how you allocate your budget across different stages depends on the specific context of your brand and where you feel is the greatest barrier for your growth,” Gupta says in Digital Marketing Strategy .

Your company's strategic decisions hinge on which customer journey stage they pertain to. For example, to increase conversion rates at the consideration stage, you could allocate more resources to producing targeted, personalized content.

2. Identify Your Target Audience

Your digital marketing strategy is only effective if you know who you’re trying to attract. That’s why identifying your target audience —the consumers most likely interested in your products or services—is the next step to crafting your digital marketing plan.

To determine your target audience, collect data related to:

• Demographics: General information like age, gender, and occupation that help you make implicit assumptions about customers
• Customer behavior: Behavior patterns related to your products or services, such as purchasing history and website interactions
• Consumer motivations: Primary motivations when making purchases, such as convenience, value, or status

You can use your insights to employ tactics like segmentation —organizing your customers into groups.

“While you can try and market a product to everyone, consumers have different needs and preferences,” Gupta says in Digital Marketing Strategy . “What appeals to one group of consumers may not appeal to another.”

By segmenting your customers, you can provide personalized experiences—even when their needs or market conditions shift.

Related: 3 Most Common Types of Customer Needs to Be Aware Of

3. Define Your Value Proposition

Once you know who to target, you can communicate your value proposition .

“If you want to convince consumers to buy your product, you need to give them a compelling reason to purchase your brand instead of a competing brand,” Gupta says in Digital Marketing Strategy .

To start, you need to know your:

• Target audience
• Unique value
• Competitive set
• Justifications for brand value

You can then combine these components into a value positioning statement:

For [target market] , [Brand X] is the only brand that offers [unique value claim] among all [competitive set] because [reason to believe] .

According to Digital Marketing Strategy , you can analyze your value claim’s validity and potency using the three C’s of brand positioning:

• Consumer analysis: Understanding your target audience’s behaviors, needs, preferences, and motivations.
• Competitor analysis: Evaluating your competitors' strengths, weaknesses, and market position to enhance your strategy.
• Company analysis: Assessing your value proposition, capabilities, resources, and performance to identify areas for strategic improvement.

Effective brand positioning requires being faithful to your value claim and ensuring it’s feasible and favorable.

“As you work to create a value proposition, remember: A brand’s position is not just defined by the brand itself,” Gupta says in the course. “A brand co-creates its position with its consumers as they interact with each other and react to emerging cultural trends.”

4. Establish Metrics

Metrics are critical to your marketing plan. Without key performance indicators (KPIs) , it can be difficult to tell whether it’s effective.

Common marketing KPIs include:

• Impressions
• Click through rate
• Conversion rate

“At the simplest level, you need to measure what you set out to achieve with your marketing objectives,” Gupta says in Digital Marketing Strategy . “And certain metrics will be more relevant for specific stages of the funnel.”

For example, you can focus on metrics like impressions —the number of times your brand-specific content was displayed—to determine your strategy’s effectiveness at the awareness stage.

With a well-crafted digital marketing plan, you can use metrics to optimize your strategy as priorities shift throughout the customer journey.

Create Your Own Digital Marketing Plan

If you want to be a more strategic marketer, you need a digital marketing plan. With one, you can solidify your company’s position, enhance your digital marketing skills , and satisfy customers.

“Determining your marketing goals, who you’re reaching, understanding the uniqueness of what you have to offer them, and how you’ll measure the value of your marketing efforts isn’t always easy,” Gupta says in Digital Marketing Strategy . “However, as you clarify these components and create your plan, you’ll have a much clearer path ahead toward identifying, acquiring, and retaining customers.”

One of the most effective ways to learn how to craft a plan is by enrolling in an online marketing course, such as Digital Marketing Strategy . Through real-world case studies and interactive exercises, you can understand how to position your brand for success.

Do you want to create a digital marketing plan? Explore Digital Marketing Strategy to discover how. If you’re interested in exploring online education but aren’t sure where to start, download our free guide to online learning success .

About the Author

Building a great digital business

In recent months, many companies have rushed to build digital businesses to overcome pandemic-induced disruptions and address shifts in customer behavior. In this episode of the Inside the Strategy Room podcast, we explore how to develop a digital offering quickly and effectively despite ongoing economic uncertainty. Two McKinsey experts—Ari Libarikian, global leader of our business building practice, and Akash Kumar, who focuses on digital, analytics, and business building—are joined by Wendy Barnes, the president of Express Scripts’ home-delivery business, to talk about launching digital initiatives with McKinsey’s Sean Brown. This is an edited transcript of the discussion. You can listen to the episode on Apple Podcasts , Spotify , or Google Podcasts .

Sean Brown: Ari, can you start us off by explaining how the conditions for building new businesses have changed?

Ari Libarikian: Certainly, the degree of focus on generating new ideas and turning them into businesses has gone up by a huge factor. Business building used to be viewed as an experiment, innovation off to the side. Now, it has become a necessity for incumbents—a differentiating capability needed for long-term success. Consumer behaviors are changing and behaviors of business clients in many industries are changing. Business building is almost a requirement to meet these new sets of needs at a pace that may not be possible if a company was trying to transform the core.

There are several new challenges. First, how do you create the right type of interactions and touch points with consumers whom you may never meet? How do you find your next star employee, from an HR and organizational perspective, whether within your business or through recruiting? Then there is resilience. How do you build resilience into your supply chain in a way that does not sacrifice agility? These have become critical questions. Some assumptions that we have long held are also being turned upside down in terms of how you operate a business, sell products, and serve customers. Take speed: I have had many clients in the past few weeks say some version of, “We had five years to execute a road map, three years to do a digital transformation, two and a half years to build it. Now we have to do it within months or weeks or sometimes days, and it’s not a matter of choice—we have to do it because that is where our customer is going.”

Business building used to be viewed as an experiment, an innovation off to the side. Now, it has become a necessity for incumbents—a differentiating capability needed for long-term success. Ari Libarikian

Sean Brown: Large companies are not used to moving this fast. How are they adapting?

Ari Libarikian: Building businesses is hard, especially for large companies. Their leadership teams are good at managing large organizations but building a new business requires an entrepreneurial mindset and a different way of working. How do you get away from the bureaucracy that often exists in large companies and build a new culture that has a higher metabolic rate? How do you hire different types of people who will be needed to form at least part of the new organization? How do you figure out the assets you need to borrow from the mother ship and pull that into the new business but not pull in so much as to slow it down? The nirvana here is leveraging the strength of the incumbent but with the flexibility and speed of a start-up. If you can get those two things together, your business can leverage its advantages and start to scale.

Sean Brown: How do you achieve that balance of bringing in new talent alongside existing employees who may be experienced but wedded to the status quo?

Ari Libarikian: This is one of the biggest challenges that new builds face. It is also one of the most important levers, because with the right team and the right operating model, you will solve problems as they come. There are a couple of rules of thumb. Generally, bringing a large group of people from the core business and having them essentially form the new management team is not a good idea. You do not want the culture of a large, mature company in this start-up that needs to operate very differently. Having said that, the other end of the spectrum, which is a 100 percent brand-new team, is also not a good place to be, because the reality is that this is not a stand-alone venture. You are attached to an incumbent that presumably has a strong brand, customers, a distribution network, data, and industry know-how and you want to leverage those elements strategically in the new business. Oftentimes, successful builds have a small number of executives who know the industry and those executives build around them a team with a healthy mix of older and newer faces with fresh thinking and new skills. We did some research on this, and the successful new businesses have a majority of externally hired people but also 20 to 40 percent of staff from the incumbent organization.

How you measure these people is almost as important as the individual themselves, because people tend to change their behavior based on how they are evaluated. An individual has a certain way of behaving in the core company because of specific metrics and expectations. So what performance management system have you put in place around the new organization? How do you make sure you are not measuring financial results too early, because that will clip the venture’s wings? How do you track milestones? Those are all important considerations.

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Sean Brown: You did an executive survey that found roughly two-thirds of companies were involved in venture building over the past five years. Have those numbers gone up during the crisis?

Ari Libarikian: Anecdotally, yes. More companies are realizing that transforming their core, whether it is legacy architectures or human capital organizations, will take too long. It will be interesting to watch the success rate. My instinct is that it will go up because we are in a sink-or-swim environment. When something seems to be a luxury, it may not get the same attention as when it is a necessity. More of these builds now are necessities.

Sean Brown: Akash, let me turn to you. What types of businesses are you seeing emerge out of this crisis?

Akash Kumar: If you look back over the last century, we saw some of the world’s most successful businesses form during moments of crisis. For example, during the financial crisis, some fundamental assumptions were questioned. Do we need to own houses? Do we need to own cars? Out of that came the gig economy, Uber, Airbnb. The question now is, how do incumbents use this crisis as a catalyst to drive forward some innovations and redefine what the new normal is before it defines them?

We see six archetypes of businesses likely to emerge in the post-COVID-19 era (exhibit). The first one is the remote services provider, such as companies offering medical consultations and online education. It may be the easiest step forward from a business-building standpoint because it accelerates some trends that were already taking place. Before, when real estate agents offered virtual tours, they probably did not see much uptake. Now they are taking the same capability and expanding it. We could see other new services such as equipment maintenance: being able to repair a washing machine without having someone physically come to your home.

Another archetype is the collaboration platform. Everyone has heard of Zoom and Webex, but we can see extensions such as training platforms. The third piece is the dynamic talent deployer, which takes the gig economy to a new level. We already see creative moves like the grocery business offering short-term work to employees laid off from the airline industry.

The fourth one is the resilient and flexible operator. This has to do with building in new data sets and capabilities into supply chains to not only make them more resilient to shocks but enable them to flex with demand rapidly. The fifth type of business is the idle data utilizer. Companies have looked at ways to leverage their data, particularly in the business-to-consumer context. Now, even in the B2B context, companies are being forced to find ways to turbocharge their operations using data. The final archetype is the high-touch digital retailer. How do we create curated experiences in retail without the physical element? This could be related to food kits or the real estate tours I mentioned, for example.

Sean Brown: Do you see companies pursuing more than one of these archetypes at once?

Akash Kumar: That is very common. Among healthcare providers, for example, some are exploring remote service-provider businesses around telehealth and, in parallel, they may be thinking about how to rapidly deploy talent from one division of the hospital to the COVID-19 ICU. They are also partnering with many entities to figure out ways to make the medication supply chain more resilient. So, in healthcare, you can see three or more archetypes becoming important.

Sean Brown: How should they go about building these types of new businesses?

Akash Kumar: First, top team sponsorship is critical. You also need dedicated teams not distracted by activities happening in the incumbent organization, whose members are thinking about how to take what makes the incumbent successful and infuse that competitive advantage into the new business. Given that many of us are working remotely, processes become critically important. Some people think of processes as not compatible with agile start-ups, but they are in fact complementary. I have seen business builds with ten different teams, each of which has its own stand-up meetings. It is vital for them to stay well connected, both within their work streams and cross-functionally, if they are to deliver on rapid time frames. Linked to that is culture: how do you perpetuate a culture not just in your incumbent business but also within the business you are building?

We have a simple, five-part approach to building new businesses: breakout, blueprint, build, boost, branch. How do you rapidly identify the idea that would drive a lot of value? How do you flesh it out in a blueprint so you can assemble the plan and the team? How do you quickly work cross-functionally to build the actual business—not just the product but the commercial and operational elements? The last two parts are taking the kernel of a business and boosting and scaling it quickly and then thinking through how to potentially spin it off.

How do you perpetuate a culture not just in your incumbent business but also within the business you are building? Akash Kumar

Sean Brown: Wendy, at Express Scripts you went through the journey of rapidly launching a new digital business. Could you give us some context on what you were trying to accomplish?

Wendy Barnes: Express Scripts is now part of Cigna. The journey to launch Inside Rx was rooted in three simple principles: that prescription coverage should be affordable, predictable, and simple. The focus in that vertical is around pharmacy and our ancillary services and we wanted to link the two businesses together and go beyond the core customers we serve. We serve a big portion of the American public who are insured, meaning you have to have coverage through us in order to access our pharmacy. We thought other patients could take advantage of our pharmacy, but as an insured pharmacy we were not positioned to do that. It became abundantly clear that digital is where we needed to focus. We knew we had a right to win patients outside of our insured book, but we had to figure out a mechanism to compete outside of our normal network.

Sean Brown: So you started the digital Inside RX business. How quickly did that happen?

Wendy Barnes: Inside Rx was launched inside of 45 days with a focus on both underinsured and uninsured customers. As a large payer, we knew that a substantial portion of our patients did not have broad prescription coverage and another sector of the market had no coverage at all. We knew what the market was demanding. We knew how many customers had to pay cash for their prescriptions. We saw our competitors actively engaged in this space. You marry that with the pharmacy asset we were sitting on, and we said, “This is pretty compelling.”

The old paradigm was, “I shouldn’t question the price of my prescription. It is what it is.” The new paradigm is, “I deserve to have the best price on a prescription. I should ask why the price is what it is and see whether there is another option for me.” Enter Inside Rx. Despite our lack of experience in building a B2C business, as an incumbent we had some things in our favor. We had deep retail pharmacy relationships. We had access to roughly a third of Americans with coverage, which then ties to households where some people may not be covered. In less than six months, we were able to take the new platform and connect it to our home-delivery pharmacy through both the web and then Android and iOS apps so that we could fill those prescriptions.

Sean Brown: How did you develop the business model for Inside Rx, and how important was it that it be a digital venture?

Wendy Barnes: You start with market insights and who the competitors are in that space. Every large retailer has a cash club program. We then delved into where the Express Scripts pharmacy had a right to play. Then we had to think through customer insights: what was their experience with competitors? How would our business be positioned? Next, we spent time on understanding the customer journeys, and we leaned into those that were most important. It was imperative that we had an end goal in mind, not just throw a product into the market. Ultimately, what we wanted to get out of this were prescriptions and claims through the Express Scripts pharmacy, to drive volume in order to prove the value of the investment. The technology journey itself was less important than the work beforehand and the agile teams we created to develop the processes.

Sean Brown: What was the competitive response?

Wendy Barnes: Given there was not much new business to grab, we were largely pulling demand from competitors. The interesting thing about the cash space is that because you do not have a contractual relationship you are upending, a consumer can make a choice at any time. So instead of trying to sell against us, a number of the large cash offerings reached out and asked, “Could we partner with Inside Rx?” and “Could we add Express Scripts pharmacy to our network? Would you be willing to participate in our cash offering?”

Sean Brown: That brings up an interesting point about the role of partnerships. Given that launching quickly is so important, are joint ventures and alliances a good option for companies to pursue?

Ari Libarikian: Many companies find, when they build these new businesses, that they do not have all the capabilities they need in-house, so many decide to establish ecosystems of joint ventures or partnerships to access talent and capabilities that may not be their core competencies. Sometimes they acquire start-ups to keep them on the cutting edge. Having said that, it does make things harder from an execution perspective because now you have multiple parties involved. We find that in certain opportunities, especially ones that go across industries—such as telecom with retail, with consumer banking or healthcare with pharmaceutical—subsectors need to work together to meet a holistic customer need. The only way to tackle that is by establishing an ecosystem. Then the question is, how do you de-risk it? Which players do you partner with? How do you set up the incentives in such a way that everyone is rowing in the same direction? There are some exciting success stories, but it can be complicated.

Sean Brown: Wendy, what were the main lessons you learned from the Inside Rx experience that might benefit others launching digital businesses?

Wendy Barnes: One of my concerns was getting the right talent in to connect Inside RX to the home delivery pharmacy. It hearkens back to how you both pull from the core and bring in external people. You have to balance that. We were methodical about taking a few key individuals who performed well in the core but displayed characteristics of being comfortable with innovation. We then put around them experts in marketing and other areas where we did not have enough resident talent.

The question became, how do we retain that talent in an environment where the mother ship has tried-and-true scorecards and bonus plans? People might want to go back to the mother ship because either they do not feel the right incentives are in place in the new business or that the core business is a safer environment. We can all appreciate the anxiety today around keeping one’s position. We focused on ensuring incentives were in a place that made sense for an innovative start-up as opposed to what makes sense for the core.

Lastly, I would say leveraging the competitive advantage you have in your core business could not be more important. It gives you the opportunity to quickly boost the business, as Akash had said. We recognized the platform we had built could be used by the Americans losing their jobs during this pandemic, and while we were largely focusing on the underinsured, the uninsured are a big piece of that. But how do you proactively figure out who is losing employment? We pivoted the entire platform and launched a new offering called Parachute Rx, which is specifically aimed at funded patients who have lost coverage. We have been able to transition those patients to another program with access to cash prescriptions without their having to do anything. We would not have been able to do that without the agile manner in which we built this digital platform and connected it to the pharmacy. And we were able to pull that together in three and a half weeks.

Leveraging the competitive advantage you have in your core business could not be more important. It gives you the opportunity to quickly boost the business. Wendy Barnes

Sean Brown: How do you feed what you learn from building the digital business back into the core business? What are the key mechanisms?

Wendy Barnes: It’s a timely question. We are going through a journey to reinvent all our digital assets, both web and mobile, for the Express Scripts pharmacy. Because we demonstrated success with Inside Rx, we gained credibility with my fellow senior leaders, which made obtaining the funding easier. Having said that, the bar is now a little higher for returns, so I would caution that if you have past success, the expectations do grow.

Ari Libarikian: A lot of the focus in the early days is on making the new business successful, which is exactly where it should be. Once the business has enough scale, you start asking the reverse questions. What assets do I have in this business that I can apply to the core? Could the people we hired into the new business serve a bigger role in the core? The branch part of the journey that Akash talked about very much focuses on those questions. Ultimately, you are running a single company and you need to maximize value for that integrated company.

Sean Brown: Last question. How do you ensure the new business operates independently but stays in sync with the parent company on things like funding and strategy?

Wendy Barnes: For us, the key was ensuring that some leaders had a foot in both, that the entire staff of the digital company was not off on an island. I led both Inside Rx and several companies inside the core, which allowed me to make sure that they did not become too disconnected from each other.

Akash Kumar: What I have seen work well is having the head of the new business provide quick updates to the executive team every week. That ensures that not only is the new business aligned with corporate strategy but is tapping into the expertise and leadership of the core business. It’s two-way dialogue.

Wendy Barnes is president of home delivery at Express Scripts. Akash Kumar is an associate partner in McKinsey’s New York office, where Ari Libarikian is a senior partner. Sean Brown, global director of communications for McKinsey’s Strategy and Corporate Finance practice, is based in Boston.

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Digital Strategy Roadmap

Only 33% of organizations successfully meet the challenge of digital disruption. Those that do tend to make big strategic bets—on the order of 10% of their market capitalization. They are rewarded with significant revenue growth and 14 extra points of total shareholder return. The critical question is this: which strategic bets should you make—and in what order?

The digital strategy roadmap answers those questions in just 8-12 weeks. Recently recognized by Forrester Research as a leader in digital transformation services , BCG brings strong digital business strategy capabilities and helps you improve your strategic planning to better understand how to layer new technology into business strategy and operations. Our digital strategy roadmap sets you up for success by laying out the transformation plan, accountabilities, and metrics needed to ensure your results match your aspirations.

How We Help Clients Create a Digital Strategy Roadmap

Most digital transformations start with high aspirations for a step change in performance, yet most companies never realize those aspirations. They move through the three key phases—blueprinting the high-level strategy, activating the initiatives and minimum-viable products, and scaling across the organization—before confronting a reality that falls short of their hopes. Much of this disappointment can be traced to a lack of precision when initially defining the digital strategy.

BCG’s digital strategy model is designed to bring necessary rigor to the blueprinting phase. Each digital strategy roadmap engagement is customized to your situation and yields five essential deliverables that answer key questions:

• Digital vision . How is digital changing your industry? What new offerings, operating models, and business models can it enable? What new rivals can it empower?
• Competitive advantage assessment.  How is digital affecting competitive advantage? Where are we well positioned? Where are we disadvantaged?
• Prioritized list of digital bets . Which digital opportunities are consistent with your business strategy based on value potential—and with your ambition and capabilities? In what order should you pursue them?
• Gap analysis.  Based on your bets, what gaps in capabilities, organization, and systems need to be filled to win?
• Transformation roadmap.  What are the timelines, targets, and accountabilities for each of your programs? What moves are needed to fund the journey?

Together, these deliverables create a mutually-supportive and internally-consistent system of choices that embed digital strategy in business strategy—and tie execution tightly to both.

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Our digital strategy consultants helped this company explore a broad range of digital opportunities, align on a new digital business model vision, develop their data strategy, and devise a plan to address six capability gaps. Our work led to a major reallocation of investment, a reshaping of innovation priorities and process, and the company becoming a clear digital leader in its field.

Our digital strategy consultants helped bring strategic clarity to a wide range of digital efforts dispersed around this organization. We developed a digital strategy and identified priority digital initiatives that supported growth, reduced complexity, and delivered cost reduction. To help the client sustain its momentum, we helped establish global data, digital, and technology governance across both the new digital businesses and the core.

Together with the company, our digital strategy consultants envisioned the future of the sector and translated this vision into a clear strategy, yielding a potential set of 50+ digitally-enabled use cases across their value chain. Through a strict prioritization exercise, we helped them select the top AI-driven use cases to pursue across four domains—marketing, sales, innovation, and support functions—and develop the investment strategy to “fund the journey.” We also supported the launch of a global network of digital centers and accelerators to drive continuous digital innovation.

With our support, this company transformed from laggard to leader. Historically below-average in digital investment, we supported the development of an overarching digital transformation encompassing customer journeys , simplification, agile at scale , data and analytics , and IT platform replacement . We worked side by side with the client to ensure that the work was optimized for value, to accelerate deliverables and to build digital capabilities. The client is already generating significant EBITDA uplift, has new products and customer experiences in the market, and is progressing well towards full delivery.

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Create a Digital Marketing Plan: 9 Step Strategic Guide

Nov 27, 2020 | Read time: 11 min.

Patrick Lane , Sr. Marketing Manager

• A digital marketing plan helps you determine the most effective strategies for your business and then put those strategies into action.
• Without a well-defined digital marketing plan in place, you’ll likely end up wasting money and not making the impact you want.
• A digital marketing plan can include business and marketing goals, strategies you’ll use to meet those goals, timelines, digital channels, and more.

Contents Jump to

Digital marketing has become exponentially more complicated since the early days of the internet. Back then, businesses rarely created a digital marketing plan. And those that did, focused mostly on websites, banner ads, and email marketing.

Now, you have dozens of digital marketing channels and platforms to choose from. Should you focus on SEO or PPC ? Blogging or webinars? Social media or email? Podcasts or video marketing? Augmented reality (AR) or virtual reality (VR)? How much should you spend and when can you expect to see results?

Trying to choose the best options for your brand can feel daunting, overwhelming even.

What you need is a digital marketing plan.

A clear plan helps you determine the most effective strategies for your business and then put those strategies into action. A digital marketing plan helps you organize your initiatives so that you’re continually connecting with your audience, engaging them, and driving them to action. With a digital marketing business plan, you think ahead, coordinate among departments, and integrate your digital marketing for greater impact.

Read on, and learn nine steps to structure a digital marketing plan.

What is a digital marketing plan?

MARKETING TERM DEFINITION Digital Marketing Plan A digital marketing plan is a document in which you strategically map out your digital marketing objectives, as well the actions you’ll take to achieve those objectives.

Among other things, it can include business goals, digital strategies, and competitive landscape analysis as well as timelines, budgets, digital channels, and more.

Think of a digital marketing plan like a roadmap of sorts. You know where you want to go, and the plan provides you with a specific route to follow. 

Without a well-defined plan in place, your digital marketing efforts will be inefficient and ineffective. You’ll likely waste money and see diminished returns.

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How to create a digital marketing plan

Now, let’s talk about the various digital marketing plan components as well as the specific steps to follow as you develop your strategy.

1. Define your digital marketing goals and business objectives

Clear, measurable, and attainable digital marketing plan objectives help you define exactly what you want to achieve and measure. Be clear and concise when you set these goals. You should also include specific numbers and timeframes to benchmark your progress.

For example, avoid goals that state you will update your lead generation system , boost conversion rates, or improve digital customer experience . Those are a bit too vague. You can’t measure your results and it’s not apparent what steps you should take to reach that goal.

Instead, a much better goal is to double organic search traffic in the next 12 months. This provides you with a deadline, a framework for setting milestone goals, and specific actions to take (optimize your site, create amazing content, and conduct strategic outreach for SEO, etc.).

“ SMART goals are: Specific, Measurable, Achievable, Relevant, and Time-bound. TERAKEET

2. Define audience segmentation and buyer personas

A key reason why digital marketing is important is because it allows you to target your audience with great precision.

For any digital marketing campaign to be successful, you need to know who you’re targeting. Segmenting your audience and then building buyer personas for each of those segments can provide you with insights about what types of marketing will be most effective. 

For example, say you sell IT services. Part of your audience might be small businesses with less than $500,000 in revenue. You might also sell to large corporations with significant IT needs. Your buyer personas and marketing strategies for each of these segments will look very different. Messaging that resonates with a small business owner probably won’t resonate with the head of a large IT department, and vice versa.

Start by defining the different segments in your target audience. From there, begin building out the personas of your ideal customer within each segment. Here are 9 great examples of personas to get started.

Your buyer persona information will vary depending on whether you’re B2B or B2C and the price of your product/service. Some demographic and additional information you may want to include is:

• Social media platforms
• Pain points
• Products/features desired

Your goal in creating personas is to get inside the minds of your target customers and to see things from their perspectives. When you understand what matters most to them, you can make a digital marketing plan that speaks to their deep desires and big challenges. 

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3. Conduct a competitive analysis and determine market share

If you want your marketing efforts to be effective, you need to know who you’re up against. A competitive analysis allows you to identify your competitors, calculate your market share , and determine the marketing strategies they employ.

When doing your competitive analysis, consider the following types of things:

• Which audience segments are they targeting?
• What digital marketing channels are your competitors using? 
• Where are they strongest?
• Where are they weakest?
• What portion of their traffic is earned/owned/paid?
• What’s their positioning in the market?
• What’s their claimed differentiation?
• What type of messaging and specific language do they use?
• What is their tonality and brand personality?

A thorough competitive landscape analysis will give you insights into how you can use online marketing to surpass your competitors. For example, you may realize that your competitors’ positioning and differentiation are well known, so you’ll benefit from crystalizing your own in contrast. Or, you may discover they’re strong in social media marketing but weak when it comes to search engine optimization (SEO) performance.

4. Conduct a SWOT analysis

SWOT analysis (strengths, weaknesses, opportunities, and threats) is the counterpart to a competitive landscape analysis. It offers a framework to analyze your business against other forces in your market. Use this process to identify what’s working, spot potential organic growth opportunities , and prepare for external threats.

Start by analyzing the strengths of your company. What are your primary advantages over your competition? Which things do you do particularly well? What unique resources do you have at your disposal?

Next, look at your weaknesses. What elements of your business aren’t working particularly well? What things keep you from making sales? Where do you fall short of your competitors?

The third step is to look closely at the opportunities available to your company. Are there any market trends you can take advantage of? Can you utilize new technology that your competitors can’t? Is there an under-served segment in your audience? 

Finally, identify any potential threats to your business. Could a competitor steal market share? Are there any obstacles blocking business growth ? Are there potential financial issues on the horizon? 

The data from your SWOT analysis will help you develop your digital marketing plan. Your plan should cater to your strengths, mitigate your weaknesses, move toward opportunities, and proactively avoid potential threats. All in the name of helping you to increase sales.

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5. Calculate your digital marketing plan budget

The next step in creating the best digital marketing plan for your brand is to calculate your budget. The budget will define how much you have available to spend on digital marketing activities, as well as guide you toward specific channels, strategies, and tactics.

The amount you budget for digital marketing will vary based on a number of factors, including:

• Position within the industry
• Previous results
• Profitability of a strategy, tactic, or campaign

How much will you allocate to brand awareness campaigns ? What about to specific campaigns and offers? Are you going to allocate a certain amount of digital marketing budget for customer retention? Do you know how much to spend on SEO?

It’s important to establish your budget upfront. However, remain flexible so you can capitalize on opportunities for greater SEO ROI . If you notice that a certain campaign just isn’t generating positive ROI, then you may be better off eliminating that spend. Similarly, if you see that a certain campaign (or channel) is producing outsized results, consider shifting the budget and allocate additional dollars towards what’s working well. If you have a specific return-on-spend in mind that’s highly profitable, then keep increasing the budget as long as you’re keeping your acquisition costs under the target.

In this way, your budget can be a dynamic, evolving support mechanism of your digital marketing initiatives.

6. Define your digital marketing channels

Before you develop a content strategy , you’ll need to define the primary digital marketing channels you’ll be using. Your choice of channels needs to take into account your audience, goals, and budget.

For example, say your goal is to drive 30% more targeted traffic to your website. One way to do that is through PPC ads, which can give you an immediate boost. However, Google Adwords can also be expensive.

To improve ROI, turn to more cost-effective channels, like SEO and content marketing. These channels take longer to produce results but also deliver a far lower acquisition cost, giving you more bang for your buck. Plus, SEO and content marketing results compound over time, setting you up for longer-term sustainable success.

When defining your digital channels, consider where your audience spends most of their time. If you’re in a B2B industry, you may want to focus on channels like LinkedIn or webinars. If your audience is younger, you may want to consider influencer marketing on Instagram. Focus on how you can deliver value to your audience within the channels they favor most.

And don’t assume your audience doesn’t care about great content. Some of the best content marketing examples come from a broad range of companies with completely different customers.

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7. develop your digital marketing strategies and tactics.

After defining your channels, you need to develop the digital marketing tactics and strategies you’ll use within those channels.

For example, if you’re going to focus on search engine optimization, you need to determine the keywords you’re going to target and how you’re going to target them. You may decide to create a comprehensive content hub , online courses, SEO topic clusters , or a series of online tools. Or you may decide to provide more detailed, superior how-to information, or to deliver insights on upcoming trends, or to deliver content featuring celebrities.

If you’re focused on b2b lead generation , you may want to create case studies that showcase your results. As you think through your digital marketing plan look for ways to differentiate yourself from the competition. For instance:

• Dollar Shave Club caught people’s attention by being funny and irreverent in a traditionally boring industry. 
• Tableau offered a free online tool and garnered backlinks from more than 56,000 websites.
• LEGO created an online, interactive community with more than 300,000 in monthly organic traffic.

The more crowded the market space, the harder you’ll need to work to capture attention and achieve true optimization across your digital marketing portfolio. No matter what, when you build your digital marketing strategy , be true to your brand.

8. Create a marketing calendar

A marketing calendar allows you to map out exactly when you’ll implement your digital marketing campaigns and initiatives. It also creates accountability, ensuring that you hit deadlines and effectively execute the plan throughout the year. A calendar also helps ensure that you are consistently reaching each of your various audience segments throughout the year.

Try to map out 12 months in advance, and break down your calendar into each month of the year. This will provide you with an overall framework, along with sufficient time to prepare and execute on each delivery. For example:

• In January you’ll release a training webinar. Before you can release it, you need to create a slide deck, build a landing page, design social media graphics, etc.
• Throughout January and February, you’ll promote the training webinar across multiple channels, including social media, email, video, and PR. 
• In March, you’re going to start a blog that will be updated weekly. To make this happen, you need to decide on topics, assign them to writers, coordinate with a designer, create a blog calendar, organize videos to be embedded, etc.

Be realistic when creating your editorial calendar . Give yourself sufficient time to get everything done in a quality manner, and make sure that each deliverable is clearly assigned to a specific individual.

Popular marketing scheduling tools include CoSchedule , Contently , and Trello .

9. Measure the results and KPIs of your digital marketing plan

The final step in creating a digital marketing plan and strategy is to measure your results through the definition of metrics and key performance indicators (KPIs). You need to compare the outcomes of your marketing efforts to the baseline as well as original goals. If the results are underwhelming, adjust and optimize, and then measure again.

Be sure to measure each channel so that you, as a marketer, can identify what’s working most successfully for your brand, and what may need to be cut.

Keep your entire marketing team informed through dashboards. Popular marketing dashboard tools  include includes Klipfolio , TapClicks , Grow , and Domo .

Great digital marketing plans encourage integration

The process of developing a digital marketing plan encourages marketing integration which fuels greater business impact. Customers can’t ignore your brand when you consistently engulf them in your messaging, offers, and calls to action. As a result, you will achieve more, with less, by efficiently and intelligently repurposing and atomizing your marketing assets.

Whether your company is an established ecommerce brand or a brick-and-mortar juggernaut, you need to have a digital marketing plan. Although it takes time, effort, and coordination, it’s worth the work. Your marketing will be much more effective, and you’ll achieve greater marketing results for the business.

A digital marketing plan is like a blueprint. It should cover the steps and tactics to achieve the broader outcomes defined by your strategy. Your plan should cover all of the digital channels you use, including social media, email, advertising, public relations, and your website.

1. Set goals 2. Define your audience 3. Conduct a competitive analysis 4. Conduct a SWOT analysis 5. Determine your budget 6. Identify your channels 7. Develop specific tactics 8. Create a calendar 9. Measure results

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Digital Marketing Plan Template

From top-of-the-funnel awareness to bottom-of-the-funnel conversion, explore strategic insights across key channels such as content, SEO, paid acquisition, social media, and email marketing with the digital marketing plan template.

Trusted by 65M+ users and leading companies

About the Digital Marketing Plan Template

The digital marketing plan template is a comprehensive guide to help you create successful digital marketing strategies. With its well-organized structure, this template simplifies the complexities of online marketing and breaks down your strategy into key areas.

Top of the funnel: Build awareness and attract potential customers.

Middle of the funnel: Deepen engagement and foster relationships.

Bottom of the funnel: Focus on conversion and retention.

Within these funnel stages, the template contains various marketing channels, providing a holistic approach to your strategy:

Content Marketing: Create high-quality, engaging content to captivate your target audience.

Search Engine Optimization (SEO): Optimize your online presence to improve your website's visibility on search engines.

Paid Acquisition: Invest in paid advertising channels strategically to drive traffic and increase conversions.

Social Media Marketing: Use social media platforms to connect with your target audience and build brand awareness.

Email Marketing: Develop effective email campaigns to nurture leads and maintain strong customer relationships.

Each section is designed meticulously to ensure a thorough exploration of critical elements, empowering the creation of an impactful digital marketing plan.

How to use the digital marketing plan template in Miro

When creating a digital marketing plan using Miro, there are several steps to follow:

Step 1: Edit the template

Each section of the template is editable. Double-click the fields to make changes that fit your unique business goals and objectives. You can update the text, add or remove fields, and customize it to make it your own.

Step 2: Expand sections with one click If you need more space for details, simply double-click on any table or section. This action expands the template, giving you more room to input your insights and plans. It's an easy way to accommodate the specific requirements of your strategy.

Step 3: Add context You can integrate other artifacts into your Miro board to enrich your strategy. This could include market research findings, competitor analyses, or creative assets. Drag and drop these elements onto the board to provide more context and ensure a comprehensive view of your entire marketing ecosystem.

Step 4: Collaborate with your team Miro is designed for collaboration. Share your board with team members, allowing them to contribute to the digital marketing plan. Whether your team is in the same room or scattered across the globe, Miro provides a centralized space for everyone to collaborate in real time.

Step 5: Update as needed As your digital marketing plan evolves, easily update the template with new insights or changes, ensuring your strategy remains dynamic and effective.

Why should you use a digital marketing plan template?

Here are some of the benefits that our template offers:

Clarity and focus: Our digital marketing plan template helps you articulate your goals clearly, ensuring your team is aligned with the overarching strategy.

Efficiency: Save time and resources by following a structured approach covering all digital marketing aspects.

Consistency: Maintain a consistent brand image across different channels and stages of the customer journey.

Measurable results: Set measurable KPIs and track your progress over time, allowing for data-driven adjustments to your strategy.

Collaboration: Foster collaboration among team members by providing a centralized space for planning and execution.

Can I customize the template to suit my unique business needs?

The template is fully editable, allowing you to tailor it to your goals and requirements.

How do I expand the template to include more details?

Double-click on any table or section to expand it, providing additional space for your insights and plans.

Can I integrate other documents or assets into the Miro board?

Yes, Miro allows you to seamlessly add artifacts such as market research, competitor analyses, and creative assets for a comprehensive view.

Get started with this template right now.

Go-to-Market Strategy Template

Works best for:.

Marketing, Desk Research, Strategic Planning

It doesn’t matter how innovative or effective a new product is — if it doesn’t get noticed and adopted by the right audience, the product won’t get off the ground. That’s where your Go-to-Market Strategy comes in. It’s a single resource that houses all of your research, insights, and data, and includes your business plan, target audience, marketing approach, and sales strategy. A GTM is especially important for any startups who grow fast, have to make split-second decisions, and have to be fully in sync.

4P Marketing Mix Template

Marketing, Brainstorming, Workshops

Product, Place, Promotions, and Price. Starting with this template (and those 4Ps) you can choose the best way to take your product or service to market. The secret is to create just the right mix—deciding how much each P needs in terms of investment, attention, and resources. That will help you build your strengths, adapt to the market, and collaborate with partners. And our tool is the perfect canvas to create your marketing mix and share with teams and across your organization.

What's on Your Radar Template

Business Management, Operations, Strategic Planning

Do you or your team feel overburdened by tasks? Having trouble focusing on particular problems? What’s on Your Radar is a thought exercise in which you plot ideas according to their importance or relevance. Designers and teams use what’s on your radar to ensure that their ideas are within the scope of a given project. They also rely on the method to assess whether a given solution is likely to solve the problem at hand. But even if you’re not a designer, the method can help assign priorities and ground your ideas in reality.

Floor Plan Template

Operations, Workshops

Maybe you’re planning a big occasion or event. Or maybe you’re arranging seating structures and traffic flows that are more permanent. Either way, creating a floor plan—an overhead scaled diagram of the space—is equal parts functional and fun. This template will let you visualize how people will move about the space and know quickly if the space will do what you need, before you commit time, money, or resources. And you’ll be able to get as detailed as you want—finding the right measurements and dimensions, and adding or removing appliances and furniture.

Ecosystem Mapping Template

Marketing, Mapping

Advocate for a customer-centric approach with this Ecosystem Mapping Template. Understand your organization’s ecosystem holistically through customer advocacy.

Social Media Strategy Template

Marketing, Social Media

The Social Media Strategy Template streamlines planning, fosters efficiency and collaboration, and enables quick adjustments and optimizations to your social media campaigns. With its adaptability, you can customize the template to meet your campaign needs and respond to changing social media trends.

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The Ultimate Digital Business Plan Template & Tips

Article Snapshot

Traditional business plans are long, comprehensive and difficult, and they take a long time to prepare. It is a task that will require the development of assumptions and projections based on vision, objectives, market conditions, and competitive analysis.

This article aims to outline how you can modernise your business plan in order to create a digital business plan for the contemporary age. Before you get started, it may help to briefly recall the purposes that a traditional business plan serves. It is, in essence, a strategic document, and needs to:

• Set out clear business objectives based on information and analytical data.
• Present the viability of a business venture.
• Detail the assumptions on which a business prospect relies.
• Outline cash flow projections based on assumed sales, expenses, market data, and competitive analysis.
• Include resumes which outline the strength and relevant background and experience of the most important staff members including the business owner.
• Outline business and market strategies in case of setbacks and adverse conditions.

The traditional business plan is a selling tool used in negotiations with lenders, banks, and investors. You can also use the business plan to solicit feedback and advice from your lawyer, bank, business mentor, trusted business friends, potential customers, and small business organisations. Finally, the business plan is a tool for measuring income, expenses and profitability against projections made in the plan.

The Digital Business Plan

Market conditions are changing rapidly in response to technological advancements. For this reason, a business plan has a progressively shorter life-span and needs to be revised and updated more frequently.

Both assumptions and market data needs to be reviewed and updated at least annually and quite possibly quarterly. Two separate market conditions have changed expectations about strategies that must now be incorporated into a digital business plan.

• Business organisations must now embrace technology to remain relevant and competitive.
• Organisations must develop a digital strategy with particular emphasis on mobile technology and mobile applications.

These conditions have given rise to what is now called the Modern Digital Business Plan, and this type of digital business plan is dramatically reduced in size. Entrepreneurs may wish to use an application called StratPad to guide them through the process of writing a shorter plan.

What is a Digital Business Plan?

A digital business plan is an extension of your regular business plan that details how digital initiatives can contribute to the success of the vision, the goals, and opportunities contained in the business plan.

For example, consumers today expect to communicate with a company using a website, app or phone, and the strategies outlined in the business plan should facilitate such communication.

What Needs to be Included in a Digital Business Plan?

There are some aspects of a business plan that will be applicable to both a traditional business plan as well as a digital business plan, and these include:.

Vision - A business vision statement will outline that you wish your business to focus on, and should communicate your long-term view for your organisation. It should include your mission statement, your goals, and your company’s values to your staff, your financial backers, and your customers.

Mission - Your mission statement is the core of your business objectives, and the principles underlying them. It should reflect every facet of your business, as this will help to clarify what you want to achieve.

Goals - By sitting down and taking the time to choose goals that are tailored to your company, you will be on the right track to achieving those goals. They shouldn’t be generic, but rather be specific targets that you can work towards.

For example, instead of setting a goal of ‘I will turn a profit in six months’, you should set a goal of ‘I will sell 200 units of Apple headphones in six months in order to turn a profit on this product’. By being specific you keep yourself and your staff on the right track of what needs to be done to achieve that goal.

Values - Your business values should be made up of three things: The principles you personally stand for; the attitudes and beliefs that everyone in the business has in common, and the standards of behaviour that your organisation subscribes to.

There are also aspects of every business that will have an impact on the actions you need to take, and these include:

• ‍ Finance - How will you generate revenue? What are your costs likely to be? What are your profit projections? ‍
• Staff - What positions in the business are there to be filled? What policies do you need to have in place? ‍
• Marketing - How do you plan to market your new venture? Include the four P’s of marketing: Price, Product, Promotion and Place. ‍
• Operations - What systems will your business use? What will your overhead be? How will you improve efficiency? ‍
• Customers - Who are your target customers? How will they find you? How will they purchase/hire your goods/services?

Cloud based accounting practices

How do you backup your financial data? Cloud computing offers a convenient and reliable method for backing up accounting data, and the primary advantage is that the data can be retrieved using a desktop or mobile device from any location.

However, before choosing a cloud provider it is essential to make sure that it offers more than incremental backups, as historical financial reports must be retrievable ongoing.

Online ordering and payment system

How flexible is your online ordering and payment system? Many programs and mobile applications are now available to allow customers to place orders and pay online, but some are still user-unfriendly. Ensure that the ordering and payment system you choose is suited to your products/services.

BYOD policy

Do your employees prefer to use their personal mobile device to perform work-related tasks? It can provide a significant cost saving for an organisation to implement a BYOD policy, as it reduces the amount of hardware that needs to be purchased upfront by the business. If you decide to allow your employees to BYOD, does your BYOD policy ensure that company data is not mishandled? And does the policy set out what to do if a mobile device is lost or stolen?

Regulated use of mobile devices

If your employees are allowed to use either their own or company mobile devices, do you have a system in place to regulate their personal vs professional use and their device’s security? It’s important that everyone is on the same page, particularly regarding what your staff’s responsibilities are regarding software and security updates, bills and liability.

Use of cloud-based applications and tools for projects

Have you thought of using cloud-based tools for project management and project collaboration? Cloud providers supply a range of tools on a subscription basis and can be an economic choice for startups and large enterprises alike.

Integration of digital technology and apps

Can your staff members communicate and collaborate regardless of location? Can they accept orders, process payments, and enter project time and expenses using a mobile device? There is a large range of business applications available on mobile stores like the Apple store and Google Play designed to provide mobility for staff, as it enables them to access project data from any location. For example, Google recently introduced a work-related mobile for Android devices called Android for Work .

Online Chat

How do your staff members communicate between themselves and with customers? Online chat can be implemented with a service provider like Skype, which provides voice, video, and conference call facilities.

Online presence

Does your website attract a sufficient number of visitors? Search engine optimisation (SEO) ensures the visibility of a website in Search Engine Result Pages (SERP). The purpose of SEO is to make a website appear in search listings in response to a person’s search intent. The major factor is the selection of a major and some secondary keywords (search phrases), but SEO is a complex process that involves more than 50 ranking factors.

Pay-per-click (PPC) is the use of paid advertisements ( Google Adwords ) to increase visibility and bring in sales/leads from the search engine Google. PPC is an essential part of any lead generation campaign for a business, and so should be implemented by the marketing department of a company.

Do you have a presence on social media channels? Social media sites like Facebook, Twitter, LinkedIn, and Pinterest facilitate engagement with potential or existing clients. Like website content creation, social media activities should be based on a content marketing strategy that defines what type of content to post, the frequency of posting, and analytics to measure what type of content produces the best engagement with clients. Facebook ads can also be a valuable lead generation resource for business, depending on your industry and target audience.

Google for Business

Can new clients easily find the location of your business? The Google for Business program suite is particularly important for promoting a business in a local area, as people will be able to look at Google Maps to find the business location. Once entered, the business will also appear in search and on Google+. You can begin the process of adding your business to Google here .

Email marketing

Having an email marketing system in place is a great way to take advantage of any contact information you may have in your database. This is effectively free advertising and can be a good way to encourage consumer engagement. There are a number of email marketing solutions available where a company will take care of your email campaigns, such as Direct Mail and Marketing , or there are DIY solutions available such as Hilltop Mail and MailChimp .

Responsive website design/Mobile site

Is your website optimised for mobile devices? This implies what is called responsive design. Wordpress sites use a responsive theme, while HTML/CSS sites can use different techniques to make the design responsive. A responsive design means that the site displays correctly on the narrow screen of a mobile phone, as well as on the size of a PC screen. All websites today should have a responsive website design or a mobile-friendly site, as Google is now prioritising those sites with mobile-responsive features over sites that are desktop-capable only. You can find out more about this here , and you can find out if your website is mobile-friendly by Google’s standards here .

Implementation of a content strategy

Do you have a website content strategy? It should set out the planning, development, and management of your website content, as Google and other search engines now emphasise website content as a critical factor for site ranking. Articles or posts should be longer and more comprehensive than regular page content, and in addition to main keywords the content must contain theme-related words and phrases, also called semantically related terms . Such terms ensure that the content is relevant to your target audience. An example template of a business’ content strategy can be found here .

Customer Relationship Management (CRM)

Do you have an integrated customer management system? A Customer Relations system is a prime software tool for managing a company’s interactions with customers. It can automate, organise, and synchronise sales, marketing, customer service, and customer support activities. There is a range of different CRM programs available, such as Microsoft Dynamics , Salesforce , and Infusionsoft .

Cloud-based file management

Have you considered the pros and cons of cloud-based file storage? Files stored on a cloud server can be retrieved from any location using a mobile device. It provides flexibility as project staff working in different locations can collaborate, share files, and assign project tasks easily.

Online security

How secure is your computer and communications network? Security systems must be implemented that prevent the intrusion of computer viruses, malware, malicious hackers, and spam mail.

Reliable backup process

How safe is your data? A reliable backup process is an essential requirement for any business. Apart from data loss caused by equipment failure or malicious hacking, the process should also provide off-site data storage as protection from theft, fire, or natural disasters.

SSL security

A Secure Socket Layer (SSL) certificate increases website security and provides encryption of data, and is recommended for all businesses with an online presence.

Cloud computing

What hardware and software could you potentially hire from a cloud service provider? Cloud service providers supply hardware and software on a subscription basis.

Source nationally and globally

Do you operate on a worldwide basis? Digital facilities enable companies to source products or services on a worldwide basis.

Customise software

Are your software systems optimised for the tasks they perform? Strategic reviews may reveal areas where existing systems can be customised to provide improved productivity.

Digitise processes

What manual processes can potentially be automated? Manual processes should be reviewed and analysed with the intention of integrating them with online computer systems.

Automatic inventory control

Is your inventory management a manual process? Computer systems are available that can re-order products on the basis of sales volume and inventory holdings.

Online purchasing

Review and implement systems that improve online purchasing as a service for customers, and as an internal process for inventory management. A variety of mobile applications are available.

Software-as-a-Service (SaaS)

Save capital costs by paying a subscription service to software programs.

Online purchasing capability

An increasing number of Australian people now prefer to shop and pay for products and services online. As outlined in the operational section, potential systems include payment gateways and mobile applications.

Channel development

What channels can customers use to order and pay for your services? These can include the Internet, mobile applications, Facebook or online ordering applications.

Create FAQs

How do your customers find common information and problem solutions? Publish an FAQ on your website. It can save your staff a lot of time by not having to answer the same questions repeatedly.

Online support

Who and how do your customers contact your business for support? Customers today expect fast turnaround and good customer support service. Implement a live chat system or a ticket system, or alternatively, have a dedicated email for contact.

Call to Action apparent throughout the website (CTA)

There is a saying that people browsing a website will only take action if told to do so. Be clear what action you want people to take, and spell it out on every page.

Use of social media for engagement

Implement a social media strategy, and establish a presence on social media channels like Facebook, Twitter, LinkedIn and Pinterest. This will increase the engagement with your customers and potential customers have with your brand.

**This article is limited to the incorporation of a digital strategy in the appropriate segments of the business plan

If you’d like more detailed instructions on how your digital business plan needs to be filled out, this YouTube video from the Queensland Government could be of use. Based on a recording made from a June 2013 webinar, this clip is an introduction to digital strategy for small businesses, but can also be applied to larger enterprises that are moving online.

Remember, the right talent is critical to success. At Expert360 we connect the best talent with the right project.

Digital Business Plan Template

If you’d like to use our outline to create your own digital business plan template, download the PDF here.

• http://www.digitalbusiness.gov.au/getting-online/planning-your-online-activities/online-business-plan-template/
• http://www.myownbusiness.org/s2/
• http://www.entrepreneur.com/businessplan/index.html
• http://sethgodin.typepad.com/seths_blog/2010/05/the-modern-business-plan.html
• http://www.businessplanarchive.org/
• http://www.discoverbusiness.us/business-plans/
• https://www.business.qld.gov.au/business/running/technology-for-business/digital-strategy/creating
• http://websprint.me/blog/business-planning/digital-agency-business-plan-template-target-market/
• http://www.entrepreneur.com/article/224460
• http://www.plan2profit.ca/modern-business-plan/

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Gabe is part of the content marketing team at Expert360. He is a classically trained journalist, with strong interests in the future of work, the consulting industry, startups and technology.

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Digital Marketing Strategy: Definition & 5 Great Examples

April 24, 2022 - 10 min read

You already know that digital media usage has been on a steady incline. One report found that the average US adult spends about eight hours with digital media — whether that’s computers, phones, or other connected devices — each and every day.

In some ways, that screen addiction is scary. But, for businesses, it presents a real opportunity to proactively get their brand in front of these constantly connected customers. That’s exactly where a digital marketing strategy comes into play.

Digital marketing is a crucial aspect of any successful business strategy. It involves various online channels and techniques to reach and engage with potential customers. Whether you’re a small startup or a large corporation, having a well-planned digital marketing strategy can help you achieve your business goals.

In this article, we’ll explore five examples of successful digital marketing strategies that you can use to inspire your own approach. From content marketing to social media advertising, we’ll break down the key components of each strategy and show you how they can be implemented in your own business. And, if you’re looking for a tool to help you manage your marketing campaigns, you can read more about Wrike’s marketing campaign management template .

What is a digital marketing strategy?

A digital marketing strategy is a plan to reach specific goals through your business's digital marketing channels. It can include goals for both paid and organic media, and any of the digital platforms available to you, such as social media channels, web pages, content assets, or paid ads. Your digital marketing strategy should be unique to your business and to what you hope to achieve.

Why you need a digital marketing strategy

Here’s the short answer: Like with any other business activity, you need an overarching strategy to serve as your roadmap and maximize your efforts. That way you can make choices with an end goal in mind, rather than wasting energy with random, ad hoc ideas.

This is especially important for digital marketing, where there are numerous types of marketing efforts at play. What are the types of digital marketing? Well, they can include:

• Content marketing
• Email marketing
• Search engine marketing (SEM)
• Search engine optimization (SEO)
• Pay-per-click advertising (PPC)
• Social media marketing
• Affiliate marketing

So what is the main objective of a digital marketing strategy? It pulls all of those together into a cohesive plan that builds on itself, which can save you time, effort, and money. 

How to create a digital marketing strategy

That sounds great, right? But now you need to tackle the task of creating your own digital marketing strategy. This can feel overwhelming and complex, but it doesn’t have to be.

Let’s start small and break down five simple steps to get you started on the right track with your own digital marketing efforts. Treat this as your basic digital marketing strategy framework, and you’ll get the ball rolling. 

1. Understand your audience

Before you can market effectively, you need to understand exactly who you’re marketing to. That’s why your first step is getting to know your existing audience.

There are plenty of ways that you can do this, but some of the most popular and effective include:

• Analytics (from your existing website, email marketing platform, and social accounts)
• Surveys and feedback forms
• Conversations with your sales and customer support departments

These efforts alone will give you some great insight into who your customers are, what goals they have, what challenges they’re facing, and how your business fits in.

Armed with that information, you can build out different buyer personas to make it easy to remember who you’re speaking to through your marketing efforts — and target your messaging accordingly.

2. Set your goals

Your overall digital marketing strategy needs a larger goal attached to it — something that’s more specific and motivating than “market your business” or “grow your audience.”

One of the best ways to set your marketing goals is to use the SMART goal framework . This acronym stands for: 

• M easurable
• A ttainable
• T ime-bound

Working through each letter of that acronym will help you set goals that provide enough context to actually keep you heading in the right direction. For example, a SMART digital marketing goal could look like this: 

Grow our existing email list by 2,000 subscribers during Q1 so that we have a captive audience to promote our webinars to. 

If you want to try something different, you can also set objectives and key results (OKRs) for your marketing efforts to ensure you’re having as much impact as possible. 

3. Evaluate your past efforts

Hashing out a strategy is a daunting task, and it’s easy to feel like you’re starting totally from scratch, but that’s usually not the case. You’ve been doing some marketing up to this point (even if it’s fairly barebones), which means the wheels are already in motion.

Conduct an audit of your past efforts to get a feel for what’s worked well and what hasn’t. That will give you a better handle on what you need to be doing more of.

This is also a good opportunity to gather content and other assets — from social media graphics to nuggets of information — that can be repurposed so you aren’t constantly reinventing the wheel. For example, that quote from a previous blog post might make a great quote graphic for your Instagram account. 

4. Figure out your nuts and bolts

Your creative juices are flowing, but there are still plenty of real-world logistics you need to concern yourself with. The process of strategizing isn’t just about dreaming — it’s about figuring out what you can accomplish within those constraints.

Here’s where those come into play. The Digital Marketing Institute refers to this as “identifying your means,” which requires that you sort out: 

• Your budget: How much can you spend on digital marketing?
• Your people: Who will be responsible? Will you need to outsource any tasks or responsibilities?
• Your channels: Which marketing channels will you use, and what goal will be attached to each channel?

These nuts and bolts elements are important to know upfront so you can piece together a strategy that’s successful within any limitations you might have. 

5. Map it all out

Once you have all of those core elements — your audience, your goals, and your means — worked out, it’s time to piece it all together into a digital marketing  marketing campaign management template  you can use.

Start with just a simple calendar (whether it’s in a spreadsheet or directly in Wrike) that pulls all of your different elements together. For example, plot a single email campaign on the calendar and then start adding other pieces from there. 

Rest assured that whatever you come up with at the start likely won’t be what you stick with long-term, but sometimes just getting started is all you need to begin to figure out the best way to do things. As with any process, you need to be committed to some trial and error!

5 digital marketing strategy examples to inspire you

You know what initial steps you need to take to get started. But are you still feeling stumped? Sometimes all you need is a little inspiration.

Below are some examples from well-known brands that nailed their marketing efforts in three different categories: content marketing, social media marketing, and email marketing.

Which digital marketing effort is best? These brands prove that there’s no real answer to that question. It’s all about how you execute it. 

1. Content marketing example: Buffer

It’s hard to think of content marketing without thinking of the super popular social media scheduling tool Buffer. They’re frequently cited as a prime example of content marketing done right.

Here’s how they made that happen: In their early days, they relied heavily on guest posting. They authored content that was posted on a variety of different sites to gain more recognition. In fact, the co-founder of Buffer claims that strategy is how they acquired their first 100,000 customers .

However, they weren’t content to ignore their own site. Since that time, they’ve established authority in the marketing space by producing high-quality content for their own blogs.

You’ll notice that the previous sentence said blogs and not blog. That’s right — they have two different blogs, targeted to different interests:

• Buffer blog : All about social media, marketing, and Buffer features and updates. 
• Open blog : All about remote work, their culture, and their evolution as a company.  

And while content marketing typically inspires visions of blog posts and eBooks, Buffer proves that this marketing strategy goes well beyond the written word. They also launched a podcast called “ The Science of Social Media ” where they share social media insights and ideas. 

2. Content marketing example: Airbnb

Again, content marketing isn’t just synonymous with tried and true blog posts — and Airbnb proves that’s the case.

The best example is their neighborhood guides , which provide high value for customers who are looking to stay in a particular type of area.

Using these guides, users can find landmarks, experiences, restaurants, and other local favorites in a specific neighborhood. Airbnb also makes great use of user-generated content, with reviews, recommendations, and insider tips that paint an authentic picture of what an area is really like. 

Of course, Airbnb wants people to actually book a vacation and stay in one of their properties. So, through those neighborhood guides, users are also led to top-rated Airbnbs where they can stay within that neighborhood. It’s the perfect example of promotional content that’s also extremely helpful.

Beyond just the content they produce on their own, Airbnb also equips users with the information and resources they’ll need to create quality content for the property listings, which make up the bulk of the site.

“For instance, when a host lists their space on Airbnb, we’re there every step of the way with helpful tips about writing a description of their home, prices for similar listings in their neighborhood, ideas around the kind of hospitality our guests look for, and so much more,” explains Marissa Phillips , Head of Content Strategy at Airbnb. 

3. Social media marketing example: Glossier

There’s a myriad of factors that contribute to the undeniable success of millennial makeup brand Glossier. But social media has undoubtedly been a big piece of the puzzle. 

The brand made social media (specifically, Instagram) a priority from the outset, and they even managed to attract an impressive 13,000 Instagram followers before a single product even launched.

But how? Well, part of what makes their social presence so impressive is that they truly understand their audience — meaning they’re able to craft social posts that resonate with their followers.

“Today’s woman has five minutes to do her face before she’s flying out the door. That’s her reality, but she still wants to look good and needs to do it with minimal effort,” Glossier founder Emily Weiss said in an interview with Entrepreneur . 

That’s a personality they capture in all of their posts. Images are never overly styled or untouchable and instead show real people in real settings (babies, dogs, airplane windows, and all).

And while other brands are forking over thousands to have huge influencers post and promote their products, Glossier relies on a different approach by engaging with devoted customers and fans.

For one successful product launch , the brand chose to gift the product to 500 superfans (those who had previously bought products or were highly engaged with the brand on social media) who touted the product on their own accounts. The result? A highly authentic (and successful) social media campaign. 

4. Email marketing example: BuzzFeed

BuzzFeed does so much right in terms of digital marketing, sometimes it feels like they’ve taken over the entire internet. But of their varied marketing efforts, there’s one thing they do exceptionally well: email marketing.

When we’re all drowning in our inboxes today, email marketing presents a real challenge. How can you get people to open and interact with your emails rather than immediately deleting them (or worse, unsubscribing from your list)?

BuzzFeed proves that the secret lies in extreme personalization. They know that they need to deliver content that users actually want so they’re driven to engage with the emails they receive. However, delivering targeted content is a challenge if you’re speaking to your whole audience at once.

That’s exactly why BuzzFeed has segmented their email marketing efforts, all the way down to very specific interests (yep, you can even subscribe to receive one adorable dog photo per day).

They have dozens of different newsletters that users can subscribe to, and also are explicit about what subscribers can expect from that content, as well as how often they’ll receive updates. They also offer a variety of different challenges that users can subscribe to in order to take small steps toward bettering themselves. 

The result? High-quality, highly-targeted content that users can’t wait to receive. 

5. Email marketing example: Adobe

Segmentation can be powerful. But if you don’t quite have the same massive audience as BuzzFeed, having numerous different newsletters available can seem like overkill. 

The good news is that’s not the only option to deliver personalized content via email or learn more about your subscribers. Adobe is a great example of this strategy. Despite the fact that they also have a large audience, they take a slightly different approach to personalization.

Check out the below example of one of their email newsletters, where they included two calls to action right next to each other. This gave subscribers the option to choose their own adventure, so to speak, while also enabling Adobe to learn more about what that specific customer was interested in or looking for. 

Adobe also offers its Adobe & You newsletter , which delivers even more personalized content to subscribers, including digital marketing news, Adobe tips, and information about local events and training. 

Create your digital marketing strategy and engage your audience

Today, digital marketing is non-negotiable for businesses that want to build brand recognition and engage their audiences. But that doesn’t change the fact that piecing together your own strategy can feel overwhelming.

Fortunately, you can tackle this task in five simple steps:

• Understand your audience.
• Set your goals. 
• Evaluate your past efforts.
• Figure out the nuts and bolts of your digital marketing strategy.
• Map it all out into a marketing plan template.

How Wrike can help you create a marketing plan

With a solid digital marketing strategy in place, it’s time to get to work. Wrike's Marketing Campaign Template allows you to plan, launch, and track performance all in one place. By breaking your strategy down into manageable tasks, streamlining requests and workloads, and clearly displaying deadlines, this template helps teams to hit the ground running with their marketing goals.

Wrike helps thousands of marketing teams bring their visions to life and accomplish their goals. Ready to see what Wrike can do for your marketing? Start your free trial today !

Kat Boogaard

Kat is a Midwest-based contributing writer. She covers topics related to careers, self-development, and the freelance life. She is also a columnist for Inc., writes for The Muse, is Career Editor for The Everygirl, and a contributor all over the web.

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How to Create a Successful Digital Business Plan in 2023 4 min read

Developing an effective digital business plan is critical for achieving digital transformation for any business. Whether your venture is large or small, keeping up with the constantly changing state of the online marketplace and social media channels can be challenging and overwhelming. Investing even a few hours in the beginning to create a concrete plan will save you time in the long run and help build a sustainable foundation for growth. Discover how to construct an actionable game plan and lay out the best digital initiatives for crafting a successful digital business plan in 2023.

What is a digital marketing strategy?

A digital marketing strategy is an effective way to get your message out to the right people. Utilising online resources enables you to connect with potential customers who are most likely interested in what you have to offer. Uncovering the source of a company’s profits, its purpose, and how it operates is essential in crafting an effective digital marketing strategy. Understanding these elements enables you to design a digital business plan that aligns with both business objectives and customer needs.

As part of any digital strategy framework , a brand must assess the value and benefits of its own communication channels (owned media), as well as external sources such as earned and paid ads. Earned media is any type of non-paid publicity that comes from another source rather than directly from the company itself. In contrast, paid media requires companies to pay for advertising space or time in order to get exposure.

Why do you need a digital marketing strategy?

The importance of a reliable digital strategy framework cannot be overstated, as it allows companies to effectively reach their target audiences through multiple channels such as social media platforms. Some of the key benefits of developing an effective digital marketing strategy include:

Outperform the competition

A digital marketing strategy gives businesses the opportunity to outshine their competitors. By harnessing creativity and encouraging innovation in product design, development, and promotion, digital marketing strategies can help propel your business toward success while leaving competitors behind.

Maximise profits

A carefully-devised digital marketing plan can help businesses increase sales and maximise profits. By analysing consumer preferences, tracking customer behavior, and leveraging data analytics, a digital marketing strategy allows companies to optimise their campaigns in order to attract more leads and boost revenue.

Stay current

In today’s competitive business landscape, staying current is essential for companies if they want to stay ahead of the competition and remain successful. A digital marketing strategy allows businesses to stay current and up-to-date with the latest trends, technologies, and practices in their field. By leveraging innovative marketing techniques, businesses can stay ahead of the curve and outperform their rivals.

How to create a digital marketing strategy

Develop a buyer’s persona.

One of the first examples of digital strategy is understanding your target customers. Creating detailed buyer personas allows you to better identify and communicate with your ideal customer, which enables you to create more effective campaigns. Bypassing the traditional data collected by digital marketers such as age, gender, occupation, preferences, and location, this goes beyond to provide a deeper insight into the target audience.

Quality digital marketing and social media campaigns start with understanding the people who are most likely to purchase your products or services. Buyer personas provide a great way of gaining insight into these potential customers, and there are plenty of free templates available online that you can use as a starting point!

Determine your digital marketing tools and goals

To ensure your business is successful, always make sure that the objectives of your advertising strategies are aligned with the overarching goals of your company. For example, if your goal is to drive more traffic and leads within the first quarter of 2023, then a specific digital marketing tool that you should be using is search engine optimisation (SEO), particularly for brands that have a global audience.

By analysing your current website and identifying traffic-generating opportunities, you can begin to improve its ranking on search results pages.

Assess existing digital marketing channels

Take a close look at the digital technology you currently leverage, including content marketing, pay-per-click advertising, and social media marketing. Evaluate their impact on your business goals to decide which advertising strategies have seen success – then refine them for next year. Additionally, consider if any online advertising methods should be added to the mix for maximum value.

Streamline your customer’s access

To effectively reach potential consumers, your website traffic must be significant. This is essential for positive success in the online business world. Your online marketing plan should guarantee that your prospects and visitors don’t feel overwhelmed when trying to reach out. Consequently, it is vital to display CTAs plainly and prominently on the landing page as well as other pages of your website.

Monitor the success of your digital strategy

In addition to these examples of digital strategy , it is important to assess how successful your digital and content marketing strategy has been. By tracking the results of your campaigns and activities on digital platforms – such as website traffic and optimisation on search engines, engagement levels, and sales data – you can begin to further refine and optimise for even better results.

Free Digital Marketing Plan and Digital Media Templates

By Joe Weller | January 18, 2021

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You’ll find a collection of essential free digital marketing plan and digital media templates for marketers, enterprises, small businesses, startups, and others. Plus, tips to help you plan and manage digital marketing projects.

On this page, you'll find many helpful digital marketing and digital media templates, including a simple digital marketing plan template  and a  digital marketing project plan checklist template .

Digital Marketing Plan Template

Use this template to build national, local, public relations, and social media digital marketing plans. Track your campaign’s success in month-by-month columns, and use the content strategy section to ensure the best industry tools are at your disposal. 

Excel | Google Sheets

Digital Strategic Marketing Plan Template

This digital strategic marketing plan template helps you identify the objectives of your marketing campaign, so you can plan, implement, and track its success. Note your marketing plan objectives, target market, budget, and other details on the template. 

With this fully customizable template, you can include marketing-specific components for running powerful digital marketing campaigns. 

Download Strategic Digital Marketing Plan Template

Excel | Google Sheets  | Smartsheet

Digital Marketing Project Plan Template

Use this basic project plan template for week-by-week and month-by-month views into a digital marketing project. Assign task IDs, task names, priorities; track status; designate an owner; and add projected and actual start and end dates and progress notes. 

Keep apprised of your digital marketing project plan’s individual tasks — and gauge its success — with this easy-to-use digital marketing project plan template.

Download Digital Marketing Project Plan Template

Digital Marketing Project Plan Checklist Template

Track your digital marketing project plan’s progress with this checklist template. Enter major and minor actions, along with the corresponding task, assigned team member, deadline, and completion status. Cover every detail in your digital marketing project plan with this checklist. 

Download Marketing Project Plan Checklist Template

Excel  | Google Sheets

One-Page Digital Marketing Project Plan Template

This single-page digital marketing project plan template offers a streamlined tool to plan, implement, and track all project stages. Add your business summary, objectives, project plan problems and solutions, competitive-advantage details, target marketing, marketing strategy and objectives, and financial requirements.

You can also enter information about your marketing channels, products, promotional details, prices, and performance standards, as well as how you’ll measure results. This efficient, one-page template provides an overview of how well you are implementing your digital marketing project plan. 

Download One-Page Marketing Project Plan Template

Excel | Word | PDF | Google Doc

Small-Business Digital Marketing Project Plan Template

Map action items with this small-business digital marketing project plan template. Use this fully customizable template to document digital marketing goals, including strengths, weaknesses, opportunities, and threats . Specify your target market, digital marketing strategy , and research results. 

Download Small Business Digital Marketing Plan Template

Word | PDF | Smartsheet

Digital Marketing Project Plan Template for Startups

This digital marketing project plan template is ideal for startups because it features a pre-built plan and startup-specific tools. Add your executive summary, vision statement, goals, target market, marketing strategy, and financial details to the template.

Find more tips and solutions for startups by reading “ Free Startup Plan, Budget & Cost Templates .” 

Download Digital Marketing Project Plan Template for Startups

Streamline Digital Market Plans with Smartsheet

The best marketing teams know the importance of effective campaign management, consistent creative operations, and powerful event logistics -- and Smartsheet helps you deliver on all three so you can be more effective and achieve more. 

The Smartsheet platform makes it easy to plan, capture, manage, and report on work from anywhere, helping your team be more effective and get more done. Report on key metrics and get real-time visibility into work as it happens with roll-up reports, dashboards, and automated workflows built to keep your team connected and informed.

When teams have clarity into the work getting done, there’s no telling how much more they can accomplish in the same amount of time. Try Smartsheet for free, today.

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Create a digital strategy for your business

A digital strategy is your plan for introducing and using digital technology to meet your business goals.

A clear digital strategy can help you make sure that your digital presence is current, future-proof and achieves your intended goals.

A digital strategy can help you:

• set digital goals
• plan and manage your digital business components
• use resources and energy effectively.

Your digital strategy will cover:

• all digital technology you use to conduct your business
• your online or digital presence
• the goals you want to achieve using digital technology
• the steps and actions you will need to complete to achieve these goals
• monitoring and review components.

Planning your digital strategy

When planning your digital strategy, it's important to:

• consider the current digital technology your business uses and explore other options that could benefit your business
• consider your business's current digital capacity when identifying potential opportunities and additions
• regularly review your digital capacity to ensure you can capitalise on technological advancements.

Your digital strategy should remain a part of your business plan and align with your overall business strategy and objectives.

Steps to develop your digital strategy

• Research online tools used by your competitors and other businesses.
• Decide which online activities will benefit your business.
• Review your budget to work out what you can afford.
• Factor in annual costs to maintain or upgrade your devices, renew subscriptions and pay for software licensing and training.
• Find the laws and regulations that will apply to your online activities.
• Consider your requirements, including software and computer equipment.
• Plan for cyber security risks, such as computer viruses, scams, data theft and damage to hardware.
• Think about recruiting new roles or training that you or your staff might need.
• Be realistic about the time and budget you will need to manage the online aspects of your business.

Your technological skillset

Consider your technology ability before implementing a self-run digital strategy.

If your skillset is not advanced enough for the technology you will be implementing, you can outsource the tasks or hire someone to join your team .

Access low-cost advice from Australian Small Business Advisory Services (ASBAS) Digital Solutions to grow your digital capability.

View one of our free business webinars .

Key components of a digital strategy

A digital strategy has 9 key components. You may not need all components for your business type or industry, or to implement them all immediately. Each part focuses on a different digital area.

Review the components below to assess your current digital footprint and implement a digital strategy tailored to your current and future needs.

Review your completed strategy regularly, as your business needs will change over time.

Your online presence refers to how and where the community and other businesses see your business online.

Your online presence includes:

• your business website
• social media profiles
• corporate online advertising profiles
• other websites
• online news articles, press, links, information, reviews
• any other online content related to your business.

When developing your strategy, consider:

• if you'll need a platform for selling products and services online
• where your customer will expect to find you
• your business goals
• what technology you'll need to meet your goals and support your online presence.

Digital marketing and advertising is the promotion of your business using various online marketing channels and tools. Digital marketing drives your customers to the digital platforms where you conduct business.

You need to identify what platforms your customers are using and how they are influenced to buy products and services to plan effective marketing and advertising.

Common channels and tools include:

• paid-per-click / cost-per-click advertising
• search engine optimisation (SEO)
• search engine marketing
• influencer marketing
• content marketing
• social media marketing
• newsletters and email marketing
• content designed to reach grow audiences and develop customer loyalty.

Read more about digital marketing and advertising .

• your digital marketing budget
• your customers' online behaviour
• your competitors' digital marketing activities
• your goals for your digital marketing activities.

Selling online allows your customers to purchase your products and services anytime and anywhere from any device connected to the internet. It is essential to consider how your business could sell its products and services online.

• which of your products and services are suitable to offer online
• practical tools used to provide these products and services
• current trends in online sales and presentation methods
• what your competitors are doing.

Read more about selling your products and services .

Digital communication is about giving customers ways to engage with your business through the channels they prefer. You should aim to make it as simple as possible for customers to find your information, services or products.

Create a digital communication strategy to ensure your customer service standards are consistent across all the digital channels you use.

You could interact with your customers through:

• text messaging
• software messaging apps
• website contact forms
• social media direct messages
• live streams
• virtual assistants.

Read more about digital communications .

Cyber security protects your business, staff and virtual assets from unwanted online behaviour and attacks.

Your virtual assets are the data and information stored on computers and file servers that can be accessed through the internet.

Make sure your staff are informed about cyber security risks when working online. Develop procedures and training for your staff to help protect your business from cyber attacks.

You can protect your online assets by:

• putting policies and procedures in place for staff, covering accessing and storing company data, using digital technology and dealing with customer information
• backing up data to cloud-based systems
• securing software and payment systems
• developing staff training and onboarding plans.

Read more about cyber security .

Being active in a digital economy enables your business to develop supplier relationships in the global market. Your business can profit from sourcing suppliers online and this will be more straightforward if your business has strong digital capabilities.

When developing your strategy, consider how you will:

• find and research new suppliers and
• use technology to communicate with suppliers
• make payments to online suppliers
• manage any associated risks.

Read more about buying your stock online .

There are various solutions that you can use to make sure that the digital components of your business will be more effective.

Research the different digital tools that you could use, for example:

• payment systems
• customer relationship management systems
• online services
• email software
• accounting software for financial record keeping
• project management software
• supply chain software
• virtual assistants
• scheduling software.

Assess all the tasks you complete within your business and consider if they could be done more efficiently using digital technology.

You should regularly identify emerging and new digital options. The Australian Small Business Advisory Services can provide tailored advice for your small business to help you adopt digital tools to save you time and money.

The 'cloud' is a term used to describe a network of remote global servers connected via the internet.

These remote servers store and protect your data on their premises, with multiple back-ups, instead of you keeping it on your local computer hard drive.

Cloud computing allows you to have an increased level of security over your data and access it anytime from any internet-connected device. Your costs are also reduced due to no longer needing to invest in new infrastructure, training staff or licensing software.

• the level of security you need
• the volume of data to be stored
• your budget and the costs involved.

Learn more about cloud computing .

Consider the digital roles and skills required within your business to achieve the goals of your digital strategy.

Assess if these roles and skills will be:

• gained through self-development and training
• provided by external suppliers.

Complete a skills audit for all the digital components of your business. A digital skills audit involves assessing all digital tasks and technology within your business so you can identify the roles and skills you will need.

Once you have identified your digital tasks, you can identify the related skills requirements; this information will define the roles required.

You will then need to decide if these roles will be internal or external.

If you decide to hire staff to complete digital roles within your business, or use existing staff, you will need to provide training.

When training staff to take on digital roles, you can:

• use external training options
• develop policies and procedures to guide actions
• develop and train in standards, expectations and outcomes.

Your staff must be aware of the legislative and regulatory requirements for their digital role.

Read more about hiring your digital team .

Creating your digital strategy

Your digital strategy will include your business goals, digital audit results and your digital action plan noting your digital activities.

When building your digital strategy, you will need to work through 3 phases:

• conduct a digital audit
• outline your business goals
• complete a digital action plan.

Phase 1: Complete your digital health check

Action item: Assess your digital readiness.

Assess your business against similar businesses in your industry to understand which tasks are most important. Your business may not need to be digitally advanced in all areas, but you should aim to match or surpass your competitors.

Phase 2: Outline your digital business goals

Your digital business goals summarise your reasons for improving your digital capability.

These goals are the digital achievements you would like to achieve. They're different to your general goals for your business.

Outlining the goals and actionable steps you can take will help you understand which goals to work on first and how you will achieve them.

Follow these steps to outline your digital goals.

• Digital business goal —write down your goals
• Actions to take —list all the actions you need to take to complete the goal
• Key component area —select which key component area the action relates to
• Priority code —give each action a priority order ranking

Add all the actions from step 2 to your digital action plan (phase 3).

Ideas for digital goals include:

• streamline business costs
• remove redundant technology
• provide more secure access to data
• implement a bring your device (BYOD) policy
• improve communication with customers
• move to cloud-based accounting and reporting
• create and implement a social media strategy
• improve SEO with Google searches
• use online advertising
• enable automatic backing up of data
• install live webchat
• add more customer support to your website
• create secure socket layer (SSL) certificates to ensure the security of your online assets
• digitise processes and find automated solutions
• move to a cloud-based software-as-a-service (SaaS) solution.

Example business goals

Note: Complete tasks starting at Priority A through to Priority D.

Phase 3: Develop a digital action plan

A digital action plan collates all information into a list of tasks to complete.

Action plan instructions

• Write down the headings for each of the 9 key components of a digital strategy and the topics from the digital audit tools.
• List all the action items under each heading that you need to complete for any of the 9 components.
• Add all the actions from your digital audit and advice from the digital health check.
• Add all the actions from the business goal actions you completed.
• Place them in priority order (A–D).

Example digital action plan

• Research which applications others use to take customer orders online. (A)
• Set up the chosen application to start processing payments online. (A)
• Speak with your web developer about adding an ecommerce solution to your website. (C)
• (Include business goal actions.)
• Set up Google Ads. (A)
• Define the marketing strategy for the launch and ongoing promotion of this channel. (B)
• Research companies in your industry or related industries that are selling online effectively. (B)
• Form a sales and logistics strategy for your new sales channel. (D)
• Launch your new sales channel. (D)

Remember to include your digital activities in your business plan.

Your digital strategy should adapt and change with the market and with emerging technology—in the same way as your business plan.

Regularly review and update your plan to keep up with your business's performance and goal achievement.

Also consider...

• Use our market research kit to help you research your competitors.
• Learn more about identifying your competitive advantage .
• Find out if your business or industry association assists with digital standard practices.
• Discover more research resources for business and industry .
• View our Cyber security for small business webinar for information, tips and resources on protecting yourself and your business from cyber security threats.
• Last reviewed: 11 May 2022
• Last updated: 29 Jun 2023

Sample Digital Marketing Agency Business Plan

Writing a business plan is a crucial step in starting a digital marketing agency. Not only does it provide structure and guidance for the future, but it also helps to create funding opportunities and attract potential investors. For aspiring digital marketing agency owners, having access to a sample digital marketing agency business plan can be especially helpful in providing direction and gaining insight into how to draft their own digital marketing agency business plan.

Download our Ultimate Digital Marketing Agency Business Plan Template

Having a thorough business plan in place is critical for any successful digital marketing agency venture. It will serve as the foundation for your operations, setting out the goals and objectives that will help guide your decisions and actions. A well-written business plan can give you clarity on realistic financial projections and help you secure financing from lenders or investors. A digital marketing agency business plan example can be a great resource to draw upon when creating your own plan, making sure that all the key components are included in your document.

The digital marketing agency business plan sample below will give you an idea of what one should look like. It is not as comprehensive and successful in raising capital for your digital marketing agency as Growthink’s Ultimate Digital Marketing Agency Business Plan Template , but it can help you write a digital marketing agency business plan of your own.

Digital Marketing Agency Business Plan Example – ClickPulse Strategies

Table of contents, executive summary, company overview, industry analysis, customer analysis, competitive analysis, marketing plan, operations plan, management team, financial plan.

Welcome to ClickPulse Strategies, our innovative digital marketing agency based in the heart of Washington, DC. We identified a niche in the local market for premium digital marketing services and have positioned ourselves to meet this demand. Our mission is to amplify our clients’ online presence through a comprehensive suite of services including Search Engine Optimization (SEO), Social Media Marketing (SMM), and Pay-Per-Click Advertising (PPC). We are dedicated to providing tailored strategies and personalized attention to our clients, ensuring they achieve their digital marketing goals. With our strategic location in Washington, DC, we have a unique insight into the local market dynamics, which enables us to serve our clients with the understanding and efficiency they deserve.

Our foundation is solidly built on the rich experience of our founder, who previously led a successful digital marketing agency. This experience is crucial to our confidence in steering our clients towards success. Since our inception on January 5, 2024, we have achieved significant milestones including the development of our unique company logo, securing a prime office location, and crafting a distinct company name. These accomplishments, though early in our journey, have laid a strong foundation for our future growth. Our comprehensive range of services, coupled with our commitment to excellence, sets us apart from competitors, making us the preferred choice for businesses seeking to enhance their digital presence.

The Digital Marketing Agency industry in the United States is valued at over $50 billion, reflecting the critical role of digital marketing in today’s business landscape. With a projected compound annual growth rate of 10% over the next five years, the industry is on a steady trajectory of growth, driven by the widespread adoption of digital technologies, the rise of social media, and the emphasis on data-driven marketing strategies. Trends such as personalized marketing campaigns, artificial intelligence, and mobile marketing align well with our services at ClickPulse Strategies. Located in Washington, DC, we are perfectly positioned to leverage these industry trends to offer innovative solutions to businesses aiming to enhance their online visibility and engagement.

At ClickPulse Strategies, we target a diverse clientele including local residents of Washington, DC, small to mid-sized businesses, non-profit organizations, and educational institutions. Our tailored services are designed to meet the unique digital marketing needs of each group, ensuring high engagement and satisfaction. By focusing on the specific goals and audiences of our clients, we provide customized digital marketing solutions that significantly improve their online presence and customer engagement, making digital marketing accessible and effective for everyone.

Our main competitors in the Washington, DC area include Alliance Interactive, Elevation, and Capital Practice Consulting, each offering specialized digital marketing services. Despite their strengths, ClickPulse Strategies differentiates itself through a comprehensive suite of services, expertise in the latest digital trends, and a commitment to delivering measurable results. Our wide array of services, from SEO to PPC and content marketing, enables us to serve a broad range of clients, ensuring their digital marketing needs are met efficiently and effectively. Our approach is holistic and integrated, setting us apart as a leader in the digital marketing domain.

ClickPulse Strategies offers a range of digital marketing services including SEO, SMM, and PPC, tailored to enhance our clients’ online presence. Our pricing is transparent, with services such as SEO ranging from $1,000 to $2,500 per month, SMM from $500 to $1,500 per month, and PPC from $1,000 to $2,000 per month, excluding ad spend. We are committed to delivering measurable results and helping our clients succeed in the competitive digital landscape. To attract customers, we will leverage online marketing strategies including SEO, PPC, social media, content marketing, and email marketing. We will also engage in networking events and workshops in Washington, DC, to showcase our expertise and build personal relationships with potential clients. Our promotional efforts are designed to build a community around our brand, establish ClickPulse Strategies as a thought leader, and drive profitable customer action.

Our operational processes are designed to ensure the smooth running of ClickPulse Strategies and include maintaining constant communication with clients, conducting market research, developing and executing campaigns, analyzing data, and managing finances. We will focus on building a talented team, developing strategic partnerships, and implementing scalable processes. Our milestones for the coming months include launching our business, securing initial client contracts, developing a skilled team, forming partnerships, and achieving operational profitability. These steps will help us build a strong foundation, mitigate startup risks, and position ourselves for sustainable growth and success.

Under the leadership of Harper Lewis, our President, ClickPulse Strategies boasts a management team with a wealth of experience and a proven track record in digital marketing. Lewis’s extensive background in leading a successful digital marketing agency equips him with the expertise necessary to navigate the complexities of the industry. His leadership ensures that we are well-positioned to achieve our long-term business objectives and sustain success in the competitive digital marketing landscape.

Welcome to ClickPulse Strategies, a fresh face in the digital marketing landscape stationed right here in Washington, DC. As a local digital marketing agency, we’ve observed a gap in the market for high-quality services within our area, and we’re here to fill that void. Our mission is to elevate our clients’ online presence, ensuring they stand out in today’s competitive digital world.

At ClickPulse Strategies, our offerings are designed to cover all the bases of digital marketing. Our services include Search Engine Optimization (SEO) to ensure your website ranks high in search results, Social Media Marketing (SMM) to engage and grow your audience on platforms where they spend their time, and Pay-Per-Click Advertising (PPC) to give you an immediate boost in visibility. We understand that each client has unique needs, and we’re prepared to cater to those with our comprehensive range of services.

Our home and heart lie in Washington, DC. This strategic location allows us to serve customers right here in the nation’s capital, providing us with a unique understanding of the local market dynamics. Our proximity to our clients ensures we can offer them the personalized attention and tailored strategies they deserve.

Why are we uniquely qualified to steer your digital marketing efforts towards success? Firstly, our founder brings invaluable experience from previously running a successful digital marketing agency. This experience is the cornerstone upon which ClickPulse Strategies is built. Furthermore, we pride ourselves on offering superior marketing services compared to our competitors. Our wide array of services ensures we can meet the diverse needs of our clients, setting us apart as a versatile and competent agency.

ClickPulse Strategies officially came into existence on January 5, 2024, adopting the legal structure of an S Corporation. Since our inception, we’ve hit several key milestones, including the development of our distinct company logo, the creation of our unique company name, and securing a prime location for our operations. These accomplishments, though early in our journey, lay a solid foundation for our future endeavors.

The Digital Marketing Agency industry in the United States is currently estimated to be worth over $50 billion. This figure reflects the growing importance of digital marketing in reaching and engaging with consumers in today’s digital age. With businesses increasingly shifting their advertising budgets towards online platforms, the demand for digital marketing services continues to rise.

Market research projects that the Digital Marketing Agency industry in the United States is expected to experience steady growth in the coming years. Forecasts suggest that the industry will grow at a compound annual growth rate of 10% over the next five years, reaching a value of over $80 billion by 2025. This growth is driven by factors such as the increasing adoption of digital technologies by businesses, the rise of social media platforms, and the growing importance of data-driven marketing strategies.

Recent trends in the Digital Marketing Agency industry, such as the focus on personalized marketing campaigns, the use of artificial intelligence and machine learning technologies, and the emphasis on mobile marketing, all bode well for ClickPulse Strategies. As a new Digital Marketing Agency serving customers in Washington, DC, ClickPulse Strategies is well-positioned to capitalize on these trends and offer innovative digital marketing solutions to businesses looking to enhance their online presence and reach their target audience effectively.

Below is a description of our target customers and their core needs.

Target Customers

ClickPulse Strategies will target a diverse range of customers, with local residents of Washington, DC being a primary focus. These residents are often looking for reliable and easily accessible digital marketing solutions to promote personal projects, small businesses, or events. ClickPulse Strategies will tailor its services to meet the unique needs of this demographic, ensuring high engagement and satisfaction.

In addition to local residents, ClickPulse Strategies will also serve small to mid-sized businesses operating within the Washington, DC area. These businesses, ranging from startups to more established companies, require sophisticated digital marketing strategies to compete effectively in their respective markets. The agency will offer customized digital marketing solutions that align with their specific business goals and target audience, ensuring a significant improvement in their online presence and customer engagement.

Furthermore, ClickPulse Strategies will target non-profit organizations and educational institutions in Washington, DC. These entities are in constant need of digital marketing services to boost their fundraising campaigns, promote events, and increase overall awareness. The agency will provide specialized services that not only cater to their unique needs but also fit their often limited budgets, making digital marketing accessible and effective for them.

Customer Needs

ClickPulse Strategies recognizes the increasing demand for high-quality digital marketing services among businesses looking to stand out in the competitive Washington, DC market. Clients can expect a comprehensive suite of services tailored to elevate their online presence, from cutting-edge SEO strategies to impactful social media campaigns. This approach ensures that businesses not only reach but engage their target audience effectively, driving growth and increasing visibility.

In addition to providing top-tier digital marketing solutions, ClickPulse Strategies understands the importance of data-driven decision-making. Clients have access to detailed analytics and reporting tools, enabling them to make informed choices about their marketing strategies. This level of insight helps businesses optimize their campaigns for better performance, ensuring a higher return on investment and a deeper understanding of their customer base.

Moreover, ClickPulse Strategies places a significant emphasis on customer service and collaboration. Clients can expect personalized support tailored to their specific needs and goals, ensuring a partnership that feels both empowering and productive. This focus on building strong, communicative relationships helps ensure that each marketing initiative is aligned with the client’s vision, fostering innovation and creativity in every campaign.

ClickPulse Strategies’s competitors include the following companies.

Alliance Interactive offers a comprehensive range of digital marketing services, including website design and development, SEO, content marketing, and brand strategy. Their price points vary depending on the complexity and scope of the project, with custom solutions tailored to meet the needs of each client. They generate revenue by offering these bespoke services, focusing on delivering high-quality, results-driven solutions. Alliance Interactive is headquartered in Washington, DC, and serves clients globally, with a strong presence in the North American market. Their customer segments include small to medium-sized businesses, non-profits, and large enterprises across various industries. A key strength of Alliance Interactive is their emphasis on creating engaging digital experiences that drive user engagement and conversion. However, their bespoke approach might be perceived as a weakness by clients looking for more standardized, cost-effective solutions.

Elevation specializes in web design, digital marketing, and branding services for non-profits and social enterprises. They offer a sliding scale pricing model to accommodate the budget constraints of their target clients, making their services accessible to organizations of different sizes. Elevation’s revenue comes from a mix of project-based work and ongoing support services. Located in Washington, DC, Elevation has carved out a niche for itself by serving non-profits and social enterprises both locally and across the United States. Their key strength lies in their deep understanding of the unique challenges and opportunities within the non-profit sector. However, their niche focus might limit their appeal to a broader range of potential clients outside the non-profit and social enterprise sectors.

Capital Practice Consulting focuses on digital marketing solutions for healthcare providers and medical practices. Their services include SEO, social media marketing, website design, and online reputation management. Pricing is project-based, with options for ongoing management services, allowing for flexibility based on the specific needs of healthcare professionals. They generate revenue through a combination of upfront project fees and recurring management fees. The company operates primarily in the Washington, DC area but serves clients across the United States. Their customer segments include individual healthcare practitioners, small to medium-sized medical practices, and healthcare organizations. Capital Practice Consulting’s strength lies in their specialized knowledge of the healthcare industry, which enables them to provide tailored marketing solutions that adhere to industry regulations. A potential weakness is their industry-specific focus, which might not appeal to clients outside the healthcare sector looking for more generalized digital marketing services.

Competitive Advantages

At ClickPulse Strategies, we pride ourselves on delivering unparalleled marketing services that distinctly set us apart from our competitors. Our proficiency stems from a deep understanding of the dynamic digital landscape and an unwavering commitment to staying ahead of industry trends. This expertise allows us to craft innovative, results-driven strategies tailored to each client’s unique needs. We believe that our ability to generate measurable outcomes, from increased brand visibility to substantial growth in customer engagement and conversion rates, stands as a testament to the superiority of our services. Our team’s dedication to excellence ensures that we not only meet but exceed client expectations, establishing us as a leader in the digital marketing domain.

Moreover, our comprehensive suite of services encompasses everything from search engine optimization and social media marketing to email marketing and content creation. This versatility enables us to serve a diverse range of clients, from startups seeking to establish their online presence to established brands aiming to enhance their digital footprint. Our approach is holistic; we consider every facet of digital marketing to ensure a cohesive and integrated strategy that amplifies our clients’ online influence. By offering such a wide array of services, we eliminate the need for businesses to juggle multiple agencies, providing a streamlined, efficient, and more effective marketing solution. Our commitment to innovation, coupled with our broad service offering, positions ClickPulse Strategies as a premier choice for businesses aiming to achieve unparalleled digital success.

Our marketing plan, included below, details our products/services, pricing and promotions plan.

Products and Services

At ClickPulse Strategies, we specialize in providing comprehensive digital marketing services designed to enhance our clients’ online presence and drive their business growth. Our core offerings encompass Search Engine Optimization (SEO), Social Media Marketing (SMM), and Pay-Per-Click Advertising (PPC), each tailored to meet the unique needs and objectives of our customers.

Our Search Engine Optimization (SEO) services are essential for businesses aiming to increase their visibility in search engine results, attract more website traffic, and improve their online authority. We employ the latest SEO strategies and practices to ensure that our clients’ websites rank highly for relevant keywords and phrases. Clients can expect to invest an average of $1,000 to $2,500 per month for our SEO services, depending on the scope and complexity of their project.

Social Media Marketing (SMM) is another key service we offer, designed to help businesses expand their reach, engage with their audience, and build their brand across various social media platforms. Our team crafts customized social media strategies that align with our clients’ brand values and business goals, ensuring a cohesive and effective online presence. For our SMM services, clients can anticipate an average cost of $500 to $1,500 per month, based on the extent of the campaign and the number of platforms managed.

Pay-Per-Click Advertising (PPC) is a powerful tool for driving targeted traffic to our clients’ websites and generating leads or sales in a cost-effective manner. We manage every aspect of our clients’ PPC campaigns, from keyword research and ad creation to optimization and analytics. Our expertise in PPC ensures that our clients achieve a high return on investment. The average price for our PPC services ranges from $1,000 to $2,000 per month, excluding ad spend, which varies based on the campaign’s scale and objectives.

At ClickPulse Strategies, we pride ourselves on offering transparent pricing and customized digital marketing solutions that cater to the specific needs of our clients. We are dedicated to delivering measurable results and helping our clients succeed in the competitive digital landscape.

Promotions Plan

ClickPulse Strategies embarks on a dynamic journey to attract customers through a comprehensive suite of promotional methods tailored to highlight its expertise in the digital realm. Central to its strategy, online marketing emerges as a pivotal tool, leveraging the vast potential of the internet to reach a broad audience with precision and efficiency. This agency understands the power of digital visibility and will employ a multi-faceted online marketing approach to ensure its message resonates with its target market.

At the heart of its online marketing endeavors, ClickPulse Strategies will harness the capabilities of search engine optimization (SEO) to improve its website’s ranking on search engines like Google. This ensures that when potential clients search for digital marketing services in Washington, DC, ClickPulse Strategies appears prominently in their search results. Additionally, the agency will utilize pay-per-click (PPC) advertising to instantly increase its visibility online. By carefully selecting relevant keywords, ClickPulse Strategies aims to appear at the top of search results, driving targeted traffic to its website efficiently.

Social media marketing will play a crucial role in ClickPulse Strategies’ promotional efforts. By actively engaging with its audience on platforms such as Facebook, Instagram, LinkedIn, and Twitter, the agency will build a community around its brand. This not only enhances brand awareness but also fosters trust and loyalty among potential clients. Content marketing, through the creation and distribution of valuable, relevant, and consistent content, will further establish ClickPulse Strategies as a thought leader in the digital marketing space. This approach will attract and retain a clearly defined audience, ultimately driving profitable customer action.

Email marketing will serve as another vital component of ClickPulse Strategies’ promotional toolkit. By developing personalized email campaigns, the agency will maintain regular contact with its prospects and clients, keeping them informed about the latest digital marketing trends, services, and special offers. This direct line of communication will nurture leads and encourage repeat business, contributing to the agency’s growth.

In addition to these online marketing strategies, ClickPulse Strategies will also explore opportunities in networking events and local workshops. Participating in industry conferences and seminars in Washington, DC, allows the agency to connect with potential clients face-to-face, showcasing its expertise and building personal relationships. Hosting workshops on digital marketing topics will position ClickPulse Strategies as an authority in the field, attracting businesses looking for guidance in navigating the digital landscape.

By integrating these promotional methods into a cohesive strategy, ClickPulse Strategies expects to attract a diverse clientele, ranging from startups to established businesses seeking to enhance their digital presence. With a focus on delivering measurable results and fostering long-term partnerships, ClickPulse Strategies is poised to make a significant impact in the digital marketing arena.

Our Operations Plan details:

• The key day-to-day processes that our business performs to serve our customers
• The key business milestones that our company expects to accomplish as we grow

Key Operational Processes

To ensure the success of ClickPulse Strategies, there are several key day-to-day operational processes that we will perform.

• Client Communication: Maintain constant communication with clients to understand their needs, expectations, and to keep them updated on campaign progress. This includes scheduling regular meetings, sending updates, and being available for queries.
• Market Research: Conduct ongoing market research to stay ahead of digital marketing trends, understand the competitive landscape in Washington, DC, and identify new opportunities for client campaigns.
• Campaign Development and Execution: Design and implement digital marketing campaigns tailored to the specific needs of each client. This involves brainstorming creative ideas, selecting appropriate digital platforms, and utilizing SEO, content marketing, social media, and paid advertising strategies.
• Data Analysis and Reporting: Collect and analyze data from ongoing campaigns to measure their effectiveness. Use analytics tools to track performance indicators such as website traffic, conversion rates, and engagement levels. Prepare comprehensive reports to share with clients.
• Financial Management: Manage the agency’s finances, including budgeting for campaigns, invoicing clients, and ensuring that expenses stay within budget. Monitor cash flow and make adjustments as necessary to maintain financial health.
• Team Collaboration: Facilitate collaboration among team members to ensure that all projects are progressing smoothly. Hold regular team meetings to discuss campaign strategies, delegate tasks, and address any challenges.
• Professional Development: Encourage continuous learning and professional growth within the team. Stay updated with the latest digital marketing tools and techniques, and invest in training and development opportunities for staff.
• Quality Control: Implement quality control measures to ensure that all work produced meets the high standards expected by clients. This includes reviewing campaign materials, monitoring ongoing campaigns for issues, and making necessary adjustments to strategies.
• Client Acquisition and Retention: Work on expanding the client base through networking, marketing efforts, and referrals. Also, focus on retaining existing clients by delivering exceptional service and demonstrating the value of ongoing investment in digital marketing.
• Compliance and Legal Considerations: Ensure that all marketing campaigns comply with legal requirements and industry standards, including data protection laws and advertising regulations. Stay informed about changes in legislation that could affect digital marketing strategies.

ClickPulse Strategies expects to complete the following milestones in the coming months in order to ensure its success:

• Launch our Digital Marketing Agency: Officially opening our doors for business is the first critical milestone. This involves setting up the legal structure of the business, creating a brand identity, developing a company website, and establishing our presence on social media platforms.
• Secure Initial Client Contracts: Signing on a certain number of clients, for instance, 5 to 10, depending on the project size, within the first three months. This validates our business model and provides initial revenue and case studies for future marketing efforts.
• Build a Talented Team: Recruiting and hiring a skilled team with expertise in various digital marketing disciplines (e.g., SEO, PPC, content marketing, social media) within the first six months. This includes both full-time employees and freelancers or contractors as needed.
• Develop Strategic Partnerships: Forming partnerships with non-competing businesses in the digital and broader marketing ecosystem within the first nine months. These partnerships can provide referral business and enhance service offerings.
• Implement Scalable Processes and Tools: Establishing efficient, scalable processes and implementing necessary digital tools for project management, client reporting, and other operations within the first year. This foundation is critical for handling growth without sacrificing service quality.
• Achieve $15,000/month in Revenue: Reaching this revenue milestone within the first 12 to 18 months. This involves not only acquiring new clients but also retaining existing clients and possibly increasing the services provided to them.
• Expand Service Offerings: Based on market demand and the team’s expertise, gradually introducing additional services or specialized offerings within the first 18 months. This could include branching out into emerging digital marketing channels or technologies.
• Establish a Strong Brand Reputation: Earning positive client testimonials, case studies, and industry recognition within the first 24 months. This could involve winning awards, securing speaking engagements for team members at industry events, or earning certifications that demonstrate expertise.
• Reach Operational Profitability: Ensuring that monthly revenue exceeds operational costs by the end of the second year. This includes costs such as salaries, marketing, tools, and office space if applicable.
• Develop a Client Retention Strategy: Implementing a client retention program by the end of the second year to maintain a steady revenue stream. This could include loyalty discounts, referral programs, or regular strategy review meetings to ensure client satisfaction and identify upselling opportunities. These milestones are designed to build a solid foundation for ClickPulse Strategies, mitigate risks associated with starting a new business, and position the company for sustainable growth and success.

ClickPulse Strategies management team, which includes the following members, has the experience and expertise to successfully execute on our business plan:

Harper Lewis, President

With a proven track record of achievement, Harper Lewis brings a wealth of experience to ClickPulse Strategies. Having previously helmed a Digital Marketing Agency, Lewis’s leadership skills are well-tested and proven in the realm of digital marketing. This background has endowed him with a deep understanding of the digital landscape, including the nuances of SEO, content marketing, and social media strategies. His expertise not only lies in crafting compelling digital marketing strategies but also in his ability to steer a team towards achieving long-term business objectives. Lewis’s experience is a cornerstone for ClickPulse Strategies, ensuring the company is well-positioned to navigate the complexities of the digital marketing industry and achieve sustained success.

To achieve our growth goals, ClickPulse Strategies requires $234,000 in funding. This investment will cover capital investments such as location buildout, furniture, and equipment, along with non-capital investments including working capital, initial rent, staff salaries, marketing, supplies, and insurance. This funding is crucial for establishing our operations, building our team, and launching our marketing efforts, setting the stage for our success in the digital marketing industry.

Financial Statements

Balance sheet.

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Income Statement

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Cash Flow Statement

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Digital Marketing Agency Business Plan Example PDF

Download our Digital Marketing Agency Business Plan PDF here. This is a free digital marketing agency business plan example to help you get started on your own digital marketing agency plan.  

How to Finish Your Digital Marketing Agency Business Plan in 1 Day!

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With Growthink’s Ultimate Business Plan Template you can finish your plan in just 8 hours or less!

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Example of a Full Digital Marketing Plan and Budget

 Krista Moon  27 Comments

Most business and marketing leaders know they need to include digital marketing as part of their business growth plans: things like blogging, email marketing, social media, paid advertising, and website development. They’re often already doing bits and pieces of it, depending on the skills, resources, and budget they have available to get the work done. However, gaps in the strategy can cause a disjointed approach that detracts from the potential return on investment.

The most effective approach is consistent and holistic. Here is an example of an integrated digital marketing plan designed to consistently increase awareness, build a following, generate leads, and help salespeople meet their goals. I also included an example of how much it would cost and how to create a realistic budget for your organization. Check it out, and if you have feedback or want to share some of your digital marketing successes, please comment below.

“The future is not something we enter. The future is something we create.” ~ Leonard I. Sweet

Table of Contents

The goals dictate the plan.

• Full Digital Marketing Plan Example

Requirements for Successful Implementation

Projected marketing budget, cost reduction strategies.

Digital marketing plans are based on each company’s unique goals and objectives. What you’re selling and who you’re selling to dictate the activities required to get good results. In the following digital marketing plan, the example company has three goals they want to accomplish:

• Have More Sales Meetings: have more conversations with target buyers starting to look for a solution.
• Create a larger sales pipeline: advance the sale by converting more conversations into sales opportunities.
• And close more deals faster: help prospective customers overcome objections and make a buying decision.

Metrics and accountability standards for your goals are essential, so you have a clear vision of success. The success metrics for our example company are to:

• Increase new sales conversations from 10 to 50 and new leads from 3 to 15.
• Increase the sales pipeline from $5M to $10M
• Increase new deals per month from 1 to 3 and shorten the sales cycle from 90 to 60 days

The company will use digital marketing tactics to accomplish its goals with a strong focus on digital content. The content will be dually used for marketing to increase awareness and engagement, and sales to build relationships and guide buyers’ decision-making process, resulting in net new customers.

Let’s jump into the plan details, including the associated budget and resources required to get the work done.

Back to Top

A plan is only as good as your ability to execute it. There are three requirements for successful implementation:

• A strong foundation and tech stack : For example, you can’t do social media if you don’t have social media profiles, and you can’t send emails if you have a bad list. And there are thousands of marketing platforms and tools, so while choosing is challenging, it's critical to your success. Remember that the more technology you have, the more expensive and complex your system, so try to consolidate it into the least number of tools possible . That's why HubSpot is a good choice: it has everything you need in one platform to get the work done efficiently and productively.
• Skilled people : One person can’t do it all. It would be difficult - if not impossible - to find someone who excels in everything: data analysis, strategic planning, project management, content writing, SEO, graphic design, email marketing, database administration, sales, website design, development, and coding. Make sure you have knowledgeable, skilled people to fill those roles.
• Money and Time : The plan requires technology, resources, and people to get the work done. Everything costs money and takes time - is it worth it? I won’t bore you with the ROI equation right now, but when it comes down to it, it’s mathematics. How much do you need to sell to make a profitable return on your investment?

Speaking of money, you’re probably wondering how much the example plan costs. Most agencies charge between $125-$250 per hour. The projected budget to accomplish everything on the list would be $175K - $250K per year, including people, technology, and ad spend.

On average, companies spend between 7-11% of total company revenue on marketing. That means a company with about $1.6M in annual revenue should be able to afford a comprehensive plan like this.

1. Do Less Marketing

If you’re a $500K company, your investment level might be more around $60K. But - there are ways to scale back if you’re a small business and can’t afford to do all that marketing. You can reduce the number of blogs, emails, social media posts, and content offers you’re putting out or otherwise do less marketing. You can still have the same agenda; it just might take longer to accomplish it.

2. Get Everyone Involved!

Or, you can hire a specialist to train your internal team on various activities and spread the workload across many people. Here are two of the best ways to reduce marketing costs and create a better customer experience at the same time, but it requires a culture shift:

• Everybody blogs : Train as many people in your organization to blog as possible . That way, you write about the entire customer experience, become trusted industry thought leaders, and have a steady flow of articles from multiple points of view. Customers and prospects will know where to go when they have questions or need help. And the more people involved, the less each person has to do.
• Everybody gets social : Create an organization-wide social media strategy. Clearly define roles, responsibilities, policies, and expectations. You know what they say: Many hands make light work.

The expectation is not that everyone will be an expert blogger or social media guru. You’ll still need a leader to oversee the strategy and operations, manage the projects, coach, teach, train, and maintain value and quality control. But if people within the organization can share their industry knowledge, expertise, and insights, it makes it easier and faster for marketers to keep pushing good content to your target audience.

Your digital presence is akin to your physical store. It’s a place where customers will “walk in” and learn about you and see what you have to offer. It’s the first place the majority of your customers will find you. And if you don’t have a physical store, it’s the ONLY place people will find you! That’s why it’s so important to invest in a digital presence that is easy to find, informative, useful, and simple to use.

Knowing how to invest your digital marketing dollars can be challenging. There are so many things you could do; it can be overwhelming. To create a realistic digital marketing plan and budget, take a step back to look at what you have done in the past, what’s working and not working, and look for opportunities for growth. Good data and analysis will help ensure you spend money in areas with the highest return on investment for your organization.

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Small Business Trends

How to create a business plan: examples & free template.

This is the ultimate guide to creating a comprehensive and effective plan to start a business . In today’s dynamic business landscape, having a well-crafted business plan is an important first step to securing funding, attracting partners, and navigating the challenges of entrepreneurship.

This guide has been designed to help you create a winning plan that stands out in the ever-evolving marketplace. U sing real-world examples and a free downloadable template, it will walk you through each step of the process.

Whether you’re a seasoned entrepreneur or launching your very first startup, the guide will give you the insights, tools, and confidence you need to create a solid foundation for your business.

Table of Contents

How to Write a Business Plan

Embarking on the journey of creating a successful business requires a solid foundation, and a well-crafted business plan is the cornerstone. Here is the process of writing a comprehensive business plan and the main parts of a winning business plan . From setting objectives to conducting market research, this guide will have everything you need.

Executive Summary

The Executive Summary serves as the gateway to your business plan, offering a snapshot of your venture’s core aspects. This section should captivate and inform, succinctly summarizing the essence of your plan.

It’s crucial to include a clear mission statement, a brief description of your primary products or services, an overview of your target market, and key financial projections or achievements.

Think of it as an elevator pitch in written form: it should be compelling enough to engage potential investors or stakeholders and provide them with a clear understanding of what your business is about, its goals, and why it’s a promising investment.

Example: EcoTech is a technology company specializing in eco-friendly and sustainable products designed to reduce energy consumption and minimize waste. Our mission is to create innovative solutions that contribute to a cleaner, greener environment.

Our target market includes environmentally conscious consumers and businesses seeking to reduce their carbon footprint. We project a 200% increase in revenue within the first three years of operation.

Overview and Business Objectives

In the Overview and Business Objectives section, outline your business’s core goals and the strategic approaches you plan to use to achieve them. This section should set forth clear, specific objectives that are attainable and time-bound, providing a roadmap for your business’s growth and success.

It’s important to detail how these objectives align with your company’s overall mission and vision. Discuss the milestones you aim to achieve and the timeframe you’ve set for these accomplishments.

This part of the plan demonstrates to investors and stakeholders your vision for growth and the practical steps you’ll take to get there.

Example: EcoTech’s primary objective is to become a market leader in sustainable technology products within the next five years. Our key objectives include:

• Introducing three new products within the first two years of operation.
• Achieving annual revenue growth of 30%.
• Expanding our customer base to over 10,000 clients by the end of the third year.

Company Description

The Company Description section is your opportunity to delve into the details of your business. Provide a comprehensive overview that includes your company’s history, its mission statement, and its vision for the future.

Highlight your unique selling proposition (USP) – what makes your business stand out in the market. Explain the problems your company solves and how it benefits your customers.

Include information about the company’s founders, their expertise, and why they are suited to lead the business to success. This section should paint a vivid picture of your business, its values, and its place in the industry.

Example: EcoTech is committed to developing cutting-edge sustainable technology products that benefit both the environment and our customers. Our unique combination of innovative solutions and eco-friendly design sets us apart from the competition. We envision a future where technology and sustainability go hand in hand, leading to a greener planet.

Define Your Target Market

Defining Your Target Market is critical for tailoring your business strategy effectively. This section should describe your ideal customer base in detail, including demographic information (such as age, gender, income level, and location) and psychographic data (like interests, values, and lifestyle).

Elucidate on the specific needs or pain points of your target audience and how your product or service addresses these. This information will help you know your target market and develop targeted marketing strategies.

Example: Our target market comprises environmentally conscious consumers and businesses looking for innovative solutions to reduce their carbon footprint. Our ideal customers are those who prioritize sustainability and are willing to invest in eco-friendly products.

Market Analysis

The Market Analysis section requires thorough research and a keen understanding of the industry. It involves examining the current trends within your industry, understanding the needs and preferences of your customers, and analyzing the strengths and weaknesses of your competitors.

This analysis will enable you to spot market opportunities and anticipate potential challenges. Include data and statistics to back up your claims, and use graphs or charts to illustrate market trends.

This section should demonstrate that you have a deep understanding of the market in which you operate and that your business is well-positioned to capitalize on its opportunities.

Example: The market for eco-friendly technology products has experienced significant growth in recent years, with an estimated annual growth rate of 10%. As consumers become increasingly aware of environmental issues, the demand for sustainable solutions continues to rise.

Our research indicates a gap in the market for high-quality, innovative eco-friendly technology products that cater to both individual and business clients.

SWOT Analysis

A SWOT analysis in your business plan offers a comprehensive examination of your company’s internal and external factors. By assessing Strengths, you showcase what your business does best and where your capabilities lie.

Weaknesses involve an honest introspection of areas where your business may be lacking or could improve. Opportunities can be external factors that your business could capitalize on, such as market gaps or emerging trends.

Threats include external challenges your business may face, like competition or market changes. This analysis is crucial for strategic planning, as it helps in recognizing and leveraging your strengths, addressing weaknesses, seizing opportunities, and preparing for potential threats.

Including a SWOT analysis demonstrates to stakeholders that you have a balanced and realistic understanding of your business in its operational context.

• Innovative and eco-friendly product offerings.
• Strong commitment to sustainability and environmental responsibility.
• Skilled and experienced team with expertise in technology and sustainability.

Weaknesses:

• Limited brand recognition compared to established competitors.
• Reliance on third-party manufacturers for product development.

Opportunities:

• Growing consumer interest in sustainable products.
• Partnerships with environmentally-focused organizations and influencers.
• Expansion into international markets.
• Intense competition from established technology companies.
• Regulatory changes could impact the sustainable technology market.

Competitive Analysis

In this section, you’ll analyze your competitors in-depth, examining their products, services, market positioning, and pricing strategies. Understanding your competition allows you to identify gaps in the market and tailor your offerings to outperform them.

By conducting a thorough competitive analysis, you can gain insights into your competitors’ strengths and weaknesses, enabling you to develop strategies to differentiate your business and gain a competitive advantage in the marketplace.

Example: Key competitors include:

GreenTech: A well-known brand offering eco-friendly technology products, but with a narrower focus on energy-saving devices.

EarthSolutions: A direct competitor specializing in sustainable technology, but with a limited product range and higher prices.

By offering a diverse product portfolio, competitive pricing, and continuous innovation, we believe we can capture a significant share of the growing sustainable technology market.

Organization and Management Team

Provide an overview of your company’s organizational structure, including key roles and responsibilities. Introduce your management team, highlighting their expertise and experience to demonstrate that your team is capable of executing the business plan successfully.

Showcasing your team’s background, skills, and accomplishments instills confidence in investors and other stakeholders, proving that your business has the leadership and talent necessary to achieve its objectives and manage growth effectively.

Example: EcoTech’s organizational structure comprises the following key roles: CEO, CTO, CFO, Sales Director, Marketing Director, and R&D Manager. Our management team has extensive experience in technology, sustainability, and business development, ensuring that we are well-equipped to execute our business plan successfully.

Products and Services Offered

Describe the products or services your business offers, focusing on their unique features and benefits. Explain how your offerings solve customer pain points and why they will choose your products or services over the competition.

This section should emphasize the value you provide to customers, demonstrating that your business has a deep understanding of customer needs and is well-positioned to deliver innovative solutions that address those needs and set your company apart from competitors.

Example: EcoTech offers a range of eco-friendly technology products, including energy-efficient lighting solutions, solar chargers, and smart home devices that optimize energy usage. Our products are designed to help customers reduce energy consumption, minimize waste, and contribute to a cleaner environment.

Marketing and Sales Strategy

In this section, articulate your comprehensive strategy for reaching your target market and driving sales. Detail the specific marketing channels you plan to use, such as social media, email marketing, SEO, or traditional advertising.

Describe the nature of your advertising campaigns and promotional activities, explaining how they will capture the attention of your target audience and convey the value of your products or services. Outline your sales strategy, including your sales process, team structure, and sales targets.

Discuss how these marketing and sales efforts will work together to attract and retain customers, generate leads, and ultimately contribute to achieving your business’s revenue goals.

This section is critical to convey to investors and stakeholders that you have a well-thought-out approach to market your business effectively and drive sales growth.

Example: Our marketing strategy includes digital advertising, content marketing, social media promotion, and influencer partnerships. We will also attend trade shows and conferences to showcase our products and connect with potential clients. Our sales strategy involves both direct sales and partnerships with retail stores, as well as online sales through our website and e-commerce platforms.

Logistics and Operations Plan

The Logistics and Operations Plan is a critical component that outlines the inner workings of your business. It encompasses the management of your supply chain, detailing how you acquire raw materials and manage vendor relationships.

Inventory control is another crucial aspect, where you explain strategies for inventory management to ensure efficiency and reduce wastage. The section should also describe your production processes, emphasizing scalability and adaptability to meet changing market demands.

Quality control measures are essential to maintain product standards and customer satisfaction. This plan assures investors and stakeholders of your operational competency and readiness to meet business demands.

Highlighting your commitment to operational efficiency and customer satisfaction underlines your business’s capability to maintain smooth, effective operations even as it scales.

Example: EcoTech partners with reliable third-party manufacturers to produce our eco-friendly technology products. Our operations involve maintaining strong relationships with suppliers, ensuring quality control, and managing inventory.

We also prioritize efficient distribution through various channels, including online platforms and retail partners, to deliver products to our customers in a timely manner.

Financial Projections Plan

In the Financial Projections Plan, lay out a clear and realistic financial future for your business. This should include detailed projections for revenue, costs, and profitability over the next three to five years.

Ground these projections in solid assumptions based on your market analysis, industry benchmarks, and realistic growth scenarios. Break down revenue streams and include an analysis of the cost of goods sold, operating expenses, and potential investments.

This section should also discuss your break-even analysis, cash flow projections, and any assumptions about external funding requirements.

By presenting a thorough and data-backed financial forecast, you instill confidence in potential investors and lenders, showcasing your business’s potential for profitability and financial stability.

This forward-looking financial plan is crucial for demonstrating that you have a firm grasp of the financial nuances of your business and are prepared to manage its financial health effectively.

Example: Over the next three years, we expect to see significant growth in revenue, driven by new product launches and market expansion. Our financial projections include:

• Year 1: $1.5 million in revenue, with a net profit of $200,000.
• Year 2: $3 million in revenue, with a net profit of $500,000.
• Year 3: $4.5 million in revenue, with a net profit of $1 million.

These projections are based on realistic market analysis, growth rates, and product pricing.

Income Statement

The income statement , also known as the profit and loss statement, provides a summary of your company’s revenues and expenses over a specified period. It helps you track your business’s financial performance and identify trends, ensuring you stay on track to achieve your financial goals.

Regularly reviewing and analyzing your income statement allows you to monitor the health of your business, evaluate the effectiveness of your strategies, and make data-driven decisions to optimize profitability and growth.

Example: The income statement for EcoTech’s first year of operation is as follows:

• Revenue: $1,500,000
• Cost of Goods Sold: $800,000
• Gross Profit: $700,000
• Operating Expenses: $450,000
• Net Income: $250,000

This statement highlights our company’s profitability and overall financial health during the first year of operation.

Cash Flow Statement

A cash flow statement is a crucial part of a financial business plan that shows the inflows and outflows of cash within your business. It helps you monitor your company’s liquidity, ensuring you have enough cash on hand to cover operating expenses, pay debts, and invest in growth opportunities.

By including a cash flow statement in your business plan, you demonstrate your ability to manage your company’s finances effectively.

Example:  The cash flow statement for EcoTech’s first year of operation is as follows:

Operating Activities:

• Depreciation: $10,000
• Changes in Working Capital: -$50,000
• Net Cash from Operating Activities: $210,000

Investing Activities:

•  Capital Expenditures: -$100,000
• Net Cash from Investing Activities: -$100,000

Financing Activities:

• Proceeds from Loans: $150,000
• Loan Repayments: -$50,000
• Net Cash from Financing Activities: $100,000
• Net Increase in Cash: $210,000

This statement demonstrates EcoTech’s ability to generate positive cash flow from operations, maintain sufficient liquidity, and invest in growth opportunities.

Tips on Writing a Business Plan

1. Be clear and concise: Keep your language simple and straightforward. Avoid jargon and overly technical terms. A clear and concise business plan is easier for investors and stakeholders to understand and demonstrates your ability to communicate effectively.

2. Conduct thorough research: Before writing your business plan, gather as much information as possible about your industry, competitors, and target market. Use reliable sources and industry reports to inform your analysis and make data-driven decisions.

3. Set realistic goals: Your business plan should outline achievable objectives that are specific, measurable, attainable, relevant, and time-bound (SMART). Setting realistic goals demonstrates your understanding of the market and increases the likelihood of success.

4. Focus on your unique selling proposition (USP): Clearly articulate what sets your business apart from the competition. Emphasize your USP throughout your business plan to showcase your company’s value and potential for success.

5. Be flexible and adaptable: A business plan is a living document that should evolve as your business grows and changes. Be prepared to update and revise your plan as you gather new information and learn from your experiences.

6. Use visuals to enhance understanding: Include charts, graphs, and other visuals to help convey complex data and ideas. Visuals can make your business plan more engaging and easier to digest, especially for those who prefer visual learning.

7. Seek feedback from trusted sources: Share your business plan with mentors, industry experts, or colleagues and ask for their feedback. Their insights can help you identify areas for improvement and strengthen your plan before presenting it to potential investors or partners.

FREE Business Plan Template

To help you get started on your business plan, we have created a template that includes all the essential components discussed in the “How to Write a Business Plan” section. This easy-to-use template will guide you through each step of the process, ensuring you don’t miss any critical details.

The template is divided into the following sections:

• Mission statement
• Business Overview
• Key products or services
• Target market
• Financial highlights
• Company goals
• Strategies to achieve goals
• Measurable, time-bound objectives
• Company History
• Mission and vision
• Unique selling proposition
• Demographics
• Psychographics
• Pain points
• Industry trends
• Customer needs
• Competitor strengths and weaknesses
• Opportunities
• Competitor products and services
• Market positioning
• Pricing strategies
• Organizational structure
• Key roles and responsibilities
• Management team backgrounds
• Product or service features
• Competitive advantages
• Marketing channels
• Advertising campaigns
• Promotional activities
• Sales strategies
• Supply chain management
• Inventory control
• Production processes
• Quality control measures
• Projected revenue
• Assumptions
• Cash inflows
• Cash outflows
• Net cash flow

What is a Business Plan?

A business plan is a strategic document that outlines an organization’s goals, objectives, and the steps required to achieve them. It serves as a roadmap as you start a business , guiding the company’s direction and growth while identifying potential obstacles and opportunities.

Typically, a business plan covers areas such as market analysis, financial projections, marketing strategies, and organizational structure. It not only helps in securing funding from investors and lenders but also provides clarity and focus to the management team.

A well-crafted business plan is a very important part of your business startup checklist because it fosters informed decision-making and long-term success.

Why You Should Write a Business Plan

Understanding the importance of a business plan in today’s competitive environment is crucial for entrepreneurs and business owners. Here are five compelling reasons to write a business plan:

• Attract Investors and Secure Funding : A well-written business plan demonstrates your venture’s potential and profitability, making it easier to attract investors and secure the necessary funding for growth and development. It provides a detailed overview of your business model, target market, financial projections, and growth strategies, instilling confidence in potential investors and lenders that your company is a worthy investment.
• Clarify Business Objectives and Strategies : Crafting a business plan forces you to think critically about your goals and the strategies you’ll employ to achieve them, providing a clear roadmap for success. This process helps you refine your vision and prioritize the most critical objectives, ensuring that your efforts are focused on achieving the desired results.
• Identify Potential Risks and Opportunities : Analyzing the market, competition, and industry trends within your business plan helps identify potential risks and uncover untapped opportunities for growth and expansion. This insight enables you to develop proactive strategies to mitigate risks and capitalize on opportunities, positioning your business for long-term success.
• Improve Decision-Making : A business plan serves as a reference point so you can make informed decisions that align with your company’s overall objectives and long-term vision. By consistently referring to your plan and adjusting it as needed, you can ensure that your business remains on track and adapts to changes in the market, industry, or internal operations.
• Foster Team Alignment and Communication : A shared business plan helps ensure that all team members are on the same page, promoting clear communication, collaboration, and a unified approach to achieving the company’s goals. By involving your team in the planning process and regularly reviewing the plan together, you can foster a sense of ownership, commitment, and accountability that drives success.

What are the Different Types of Business Plans?

In today’s fast-paced business world, having a well-structured roadmap is more important than ever. A traditional business plan provides a comprehensive overview of your company’s goals and strategies, helping you make informed decisions and achieve long-term success. There are various types of business plans, each designed to suit different needs and purposes. Let’s explore the main types:

• Startup Business Plan: Tailored for new ventures, a startup business plan outlines the company’s mission, objectives, target market, competition, marketing strategies, and financial projections. It helps entrepreneurs clarify their vision, secure funding from investors, and create a roadmap for their business’s future. Additionally, this plan identifies potential challenges and opportunities, which are crucial for making informed decisions and adapting to changing market conditions.
• Internal Business Plan: This type of plan is intended for internal use, focusing on strategies, milestones, deadlines, and resource allocation. It serves as a management tool for guiding the company’s growth, evaluating its progress, and ensuring that all departments are aligned with the overall vision. The internal business plan also helps identify areas of improvement, fosters collaboration among team members, and provides a reference point for measuring performance.
• Strategic Business Plan: A strategic business plan outlines long-term goals and the steps to achieve them, providing a clear roadmap for the company’s direction. It typically includes a SWOT analysis, market research, and competitive analysis. This plan allows businesses to align their resources with their objectives, anticipate changes in the market, and develop contingency plans. By focusing on the big picture, a strategic business plan fosters long-term success and stability.
• Feasibility Business Plan: This plan is designed to assess the viability of a business idea, examining factors such as market demand, competition, and financial projections. It is often used to decide whether or not to pursue a particular venture. By conducting a thorough feasibility analysis, entrepreneurs can avoid investing time and resources into an unviable business concept. This plan also helps refine the business idea, identify potential obstacles, and determine the necessary resources for success.
• Growth Business Plan: Also known as an expansion plan, a growth business plan focuses on strategies for scaling up an existing business. It includes market analysis, new product or service offerings, and financial projections to support expansion plans. This type of plan is essential for businesses looking to enter new markets, increase their customer base, or launch new products or services. By outlining clear growth strategies, the plan helps ensure that expansion efforts are well-coordinated and sustainable.
• Operational Business Plan: This type of plan outlines the company’s day-to-day operations, detailing the processes, procedures, and organizational structure. It is an essential tool for managing resources, streamlining workflows, and ensuring smooth operations. The operational business plan also helps identify inefficiencies, implement best practices, and establish a strong foundation for future growth. By providing a clear understanding of daily operations, this plan enables businesses to optimize their resources and enhance productivity.
• Lean Business Plan: A lean business plan is a simplified, agile version of a traditional plan, focusing on key elements such as value proposition, customer segments, revenue streams, and cost structure. It is perfect for startups looking for a flexible, adaptable planning approach. The lean business plan allows for rapid iteration and continuous improvement, enabling businesses to pivot and adapt to changing market conditions. This streamlined approach is particularly beneficial for businesses in fast-paced or uncertain industries.
• One-Page Business Plan: As the name suggests, a one-page business plan is a concise summary of your company’s key objectives, strategies, and milestones. It serves as a quick reference guide and is ideal for pitching to potential investors or partners. This plan helps keep teams focused on essential goals and priorities, fosters clear communication, and provides a snapshot of the company’s progress. While not as comprehensive as other plans, a one-page business plan is an effective tool for maintaining clarity and direction.
• Nonprofit Business Plan: Specifically designed for nonprofit organizations, this plan outlines the mission, goals, target audience, fundraising strategies, and budget allocation. It helps secure grants and donations while ensuring the organization stays on track with its objectives. The nonprofit business plan also helps attract volunteers, board members, and community support. By demonstrating the organization’s impact and plans for the future, this plan is essential for maintaining transparency, accountability, and long-term sustainability within the nonprofit sector.
• Franchise Business Plan: For entrepreneurs seeking to open a franchise, this type of plan focuses on the franchisor’s requirements, as well as the franchisee’s goals, strategies, and financial projections. It is crucial for securing a franchise agreement and ensuring the business’s success within the franchise system. This plan outlines the franchisee’s commitment to brand standards, marketing efforts, and operational procedures, while also addressing local market conditions and opportunities. By creating a solid franchise business plan, entrepreneurs can demonstrate their ability to effectively manage and grow their franchise, increasing the likelihood of a successful partnership with the franchisor.

Using Business Plan Software

Creating a comprehensive business plan can be intimidating, but business plan software can streamline the process and help you produce a professional document. These tools offer a number of benefits, including guided step-by-step instructions, financial projections, and industry-specific templates. Here are the top 5 business plan software options available to help you craft a great business plan.

1. LivePlan

LivePlan is a popular choice for its user-friendly interface and comprehensive features. It offers over 500 sample plans, financial forecasting tools, and the ability to track your progress against key performance indicators. With LivePlan, you can create visually appealing, professional business plans that will impress investors and stakeholders.

2. Upmetrics

Upmetrics provides a simple and intuitive platform for creating a well-structured business plan. It features customizable templates, financial forecasting tools, and collaboration capabilities, allowing you to work with team members and advisors. Upmetrics also offers a library of resources to guide you through the business planning process.

Bizplan is designed to simplify the business planning process with a drag-and-drop builder and modular sections. It offers financial forecasting tools, progress tracking, and a visually appealing interface. With Bizplan, you can create a business plan that is both easy to understand and visually engaging.

Enloop is a robust business plan software that automatically generates a tailored plan based on your inputs. It provides industry-specific templates, financial forecasting, and a unique performance score that updates as you make changes to your plan. Enloop also offers a free version, making it accessible for businesses on a budget.

5. Tarkenton GoSmallBiz

Developed by NFL Hall of Famer Fran Tarkenton, GoSmallBiz is tailored for small businesses and startups. It features a guided business plan builder, customizable templates, and financial projection tools. GoSmallBiz also offers additional resources, such as CRM tools and legal document templates, to support your business beyond the planning stage.

Business Plan FAQs

What is a good business plan.

A good business plan is a well-researched, clear, and concise document that outlines a company’s goals, strategies, target market, competitive advantages, and financial projections. It should be adaptable to change and provide a roadmap for achieving success.

What are the 3 main purposes of a business plan?

The three main purposes of a business plan are to guide the company’s strategy, attract investment, and evaluate performance against objectives. Here’s a closer look at each of these:

• It outlines the company’s purpose and core values to ensure that all activities align with its mission and vision.
• It provides an in-depth analysis of the market, including trends, customer needs, and competition, helping the company tailor its products and services to meet market demands.
• It defines the company’s marketing and sales strategies, guiding how the company will attract and retain customers.
• It describes the company’s organizational structure and management team, outlining roles and responsibilities to ensure effective operation and leadership.
• It sets measurable, time-bound objectives, allowing the company to plan its activities effectively and make strategic decisions to achieve these goals.
• It provides a comprehensive overview of the company and its business model, demonstrating its uniqueness and potential for success.
• It presents the company’s financial projections, showing its potential for profitability and return on investment.
• It demonstrates the company’s understanding of the market, including its target customers and competition, convincing investors that the company is capable of gaining a significant market share.
• It showcases the management team’s expertise and experience, instilling confidence in investors that the team is capable of executing the business plan successfully.
• It establishes clear, measurable objectives that serve as performance benchmarks.
• It provides a basis for regular performance reviews, allowing the company to monitor its progress and identify areas for improvement.
• It enables the company to assess the effectiveness of its strategies and make adjustments as needed to achieve its objectives.
• It helps the company identify potential risks and challenges, enabling it to develop contingency plans and manage risks effectively.
• It provides a mechanism for evaluating the company’s financial performance, including revenue, expenses, profitability, and cash flow.

Can I write a business plan by myself?

Yes, you can write a business plan by yourself, but it can be helpful to consult with mentors, colleagues, or industry experts to gather feedback and insights. There are also many creative business plan templates and business plan examples available online, including those above.

We also have examples for specific industries, including a using food truck business plan , salon business plan , farm business plan , daycare business plan , and restaurant business plan .

Is it possible to create a one-page business plan?

Yes, a one-page business plan is a condensed version that highlights the most essential elements, including the company’s mission, target market, unique selling proposition, and financial goals.

How long should a business plan be?

A typical business plan ranges from 20 to 50 pages, but the length may vary depending on the complexity and needs of the business.

What is a business plan outline?

A business plan outline is a structured framework that organizes the content of a business plan into sections, such as the executive summary, company description, market analysis, and financial projections.

What are the 5 most common business plan mistakes?

The five most common business plan mistakes include inadequate research, unrealistic financial projections, lack of focus on the unique selling proposition, poor organization and structure, and failure to update the plan as circumstances change.

What questions should be asked in a business plan?

A business plan should address questions such as: What problem does the business solve? Who is the specific target market ? What is the unique selling proposition? What are the company’s objectives? How will it achieve those objectives?

What’s the difference between a business plan and a strategic plan?

A business plan focuses on the overall vision, goals, and tactics of a company, while a strategic plan outlines the specific strategies, action steps, and performance measures necessary to achieve the company’s objectives.

How is business planning for a nonprofit different?

Nonprofit business planning focuses on the organization’s mission, social impact, and resource management, rather than profit generation. The financial section typically includes funding sources, expenses, and projected budgets for programs and operations.

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Digital Marketing for Small Business: Here’s How You Can Do It

Digital marketing success doesn't have to be determined by the size of your business, or its budget. In fact, small businesses actually have a distinct advantage in the space.

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You’ve probably heard this before: Many small-to-medium sized businesses (SMBs) have great products and services, but struggle to be seen. Digital marketing for small businesses can be tricky at first, but it’s a crucial skill that helps SMBs connect with their community and customers . 

According to our research , 67% of SMB leaders say community support has been important to their company’s survival. Now SMBs can go small and big with digital marketing tools that once seemed reserved for large corporations with generous marketing budgets.  

Success isn’t just having access to these tools – it’s also about learning how to use them to connect with customers in meaningful ways. How can you use digital marketing to differentiate your brand and carve out a unique space in a crowded marketplace?

What you’ll learn

What is digital marketing for small businesses.

• How can small businesses use SEO to help with marketing?
• Can small businesses excel at content marketing?
• How can small businesses use social media marketing?
• How should a small business approach email marketing?
• How do you measure the success of your small business digital marketing efforts?

In this post, we’ll walk you through strategies for using your digital platforms to amplify your voice, extend your reach, and build enduring relationships — even with modest resources. 

Being an SMB has its challenges. Learning how to make digital marketing work for you to personalize communication can create lifelong customers that give your business a stable base. Let’s take a deeper look at what digital marketing for small business really means, and the steps you can take to get started today. 

Small biz, big results

You don’t need a big budget or a team of marketers to find more leads, grow your engagement, and earn more revenue. See how the right technology can pay off for your small business.

Digital marketing for small business can take many forms: social media marketing, email marketing, search engine optimization (SEO), and much more.

When your business uses online channels and strategies to promote your products or services and engage with target audiences, you’re using digital marketing. For small businesses, this means capitalizing on a cost-effective method to reach a broader audience and compete with larger competitors. 

Say you’re a local bakery hoping to increase foot traffic and online orders. You can use social media platforms like Instagram and Facebook to showcase your baked goods. Your aim is for people to follow you and engage with your content and promotions. As you get to know your customers, you can better tailor messages to demographics, interests, and geographical locations, yielding higher returns on investment.

Digital marketing for small businesses revolves around optimizing websites, creating valuable content, using social media, email marketing, and search engine marketing (SEM). These strategies help SMBs establish a strong online presence, engage with target audiences, and drive conversions – all while staying within your budget constraints. 

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How can small businesses use SEO to help with marketing?  

SEO refers to the practice of optimizing a website to improve its visibility and ranking on search engine results pages (SERPs). For small businesses, SEO is invaluable as it enhances online presence, drives organic traffic, and boosts brand credibility. 

By optimizing website content, improving site structure, and targeting relevant keywords, your small businesses can increase your chances of being discovered by prospects searching for related products or services. Having a visible, search-friendly website reduces dependency on paid advertising and establishes long-term sustainability in online marketing efforts.

As a small business, your resources might be more limited. But that doesn’t cut you out of the game. You can still conduct keyword research to identify search terms that prospects are using for similar products. By integrating these keywords into the content throughout your website – page titles, headings, meta descriptions, and body text – you signal relevance to search engines.

One way a small business can use local SEO tactics is by improving their Google My Business listing with information such as address, phone number, and business hours, to appear in local search results. Make sure to follow up and encourage satisfied customers to leave positive reviews. A boost in credibility will improve local search rankings.

Keyword research involves identifying relevant search terms that potential customers use to find products or services. Tools like Google Keyword Planner or SEMrush can help you discover high-traffic keywords with low competition. By integrating them into your website content, including titles, headings, meta tags, and body text, you’ll improve search engine visibility and attract targeted traffic.

Building backlinks, or inbound links from other websites to yours, is essential for SEO and a great digital marketing for small business practice. It signals authority and trustworthiness to search engines. 

You can acquire backlinks by creating high-quality content that others naturally want to link to. This means reaching out to industry influencers or bloggers for collaborations, or listing their business on reputable directories and local listings. Make sure your focus is on acquiring links from reputable sources; otherwise, you can acquire penalties from search engines.

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Can small businesses excel at content marketing .

Yes! Absolutely, small businesses can excel at content marketing . It’s not about having a giant marketing budget or a large team. It’s about creating valuable, relevant, and engaging content that resonates with your target audience. 

Whether it’s blog posts, social media updates, videos, podcasts, or infographics, content marketing allows your small businesses to showcase your expertise, personality, and unique offerings to attract and retain customers. When you understand your audience’s preferences, you can craft content that educates, entertains, or inspires, building trust and loyalty over time. Here’s how you can get started.

Plan before you build a campaign

There are some key steps to understand before getting started. Here are some questions you should answer before you build your strategy:

• Who is your target audience?
• What are your customers’ needs and pain points?
• Generating new leads or increasing sales?

These objectives will guide content creation and help you aim for success.

Audit your current content

Next, do an audit to assess existing assets and identify content gaps or opportunities. This helps prioritize topics that align with the objectives and audience interests you’ve defined. Consider your budget, time, and expertise, and plan accordingly. If resources are limited, focus on creating high-quality evergreen content that provides long-term value. It will feel more feasible than producing daily blog posts or videos.

Meet your customers where they are

Another step is to determine the channels and platforms where your target audience is most active. Whether it’s social media, email newsletters, blog posts, or video content, choosing the right channels ensures maximum reach and engagement. Be organized and establish a content calendar to maintain consistency and ensure a steady flow of content. This helps avoid sporadic posting and keeps the audience engaged over time.

Monitor your content’s performance

Plan on regular monitoring of your content. Use metrics like website traffic, engagement rates, and conversion rates to evaluate performance. How can you make positive changes to your strategy if you don’t know how your audience preferences are changing?  

With those steps in place, you’re ready to promote your content. Do that by using the following cost-effective and easy digital marketing for small business tactics: 

• Using social media platforms like Facebook, Instagram, X, and LinkedIn help you share your content with followers and engage with potential customers . Use relevant hashtags, create appealing graphics or videos, and stay current with features like stories or live streams to boost engagement.
• Sending out newsletters or email campaigns featuring blog posts, special promotions, or product updates keeps the audience informed and engaged. Personalizing emails based on subscriber interests or behaviors can further enhance engagement and drive conversions.
• Partnering with influencers to share or endorse your content exposes it to a broader audience and adds credibility to the brand. Similarly, guest posting on reputable websites or participating in online communities and forums relevant to the business’s niche can attract new audiences and drive traffic back to the business’s website.
• Repurposing content across different channels and formats can maximize reach and longevity. For example, turning blog posts into videos, infographics, or podcasts enables you to cater to different audience preferences and extend the lifespan of the content.

Build and send emails that click

Discover how Marketing Cloud Engagement can help you use email marketing to build long-term relationships with your audience. Start with this lesson on Trailhead, Salesforce’s free online learning platform.

Get to Know Marketing Cloud Engagement

How can small businesses use social media marketing? 

No matter the size of your business, there’s a social media marketing platform right for you. Despite all the choices you have, it’s important to get the most bang for your buck and focus on meeting your customers where they already are. 

Go where your customers are

Foremost, identify the platforms where your prospects are most active. Rather than trying to maintain a presence on every social media platform, you can focus on a few platforms where your target audience is most engaged.

If yours is a visually-driven business such as a clothing boutique or restaurant, you may want to showcase high-quality videos via Instagram or Pinterest.  If you are a small consulting firm or law office, you might benefit more from LinkedIn, where you can establish thought leadership, network with industry professionals, and share informative content.

Learn more about your customers

When developing digital marketing for small business, knowing your customers is critical. On the plus side, as an SMB, you’re often closer to your customers than most big corporations. 

You can figure out what’s best for you when you consider your demographics (age, gender, location, interests), the nature of your products or services, and the type of content you plan on creating. If budget allows, you can conduct market research. How are your competitors’ social media presence? Can you test different platforms to see which yield the best results? 

Develop a content calendar

In terms of creating content for social media, you should aim for consistency rather than quantity. Developing a content calendar with a mix of curated and original content, including product/service updates, behind-the-scenes glimpses, customer testimonials, and relevant industry news, ensures a steady stream of content without overwhelming resources. 

Could you showcase employee stories, or offer exclusive product sneak peeks? This can humanize your brand and make your followers feel more connected. Use relevant hashtags, tag other users or businesses, and participate in industry conversations to increase visibility and attract new followers.

Listen and respond with respect

Inspiring engagement and building trust is key to building relationships on social media. When you allocate time to respond to every comment, message, and mention, you’re showing your appreciation for customer feedback. Be an active listener and always maintain a friendly and professional tone. Address concerns or complaints empathetically. 

Encouraging user-generated content through contests, hashtags, or customer features can create a sense of community around the brand. Asking questions or soliciting opinions encourages followers to share their thoughts. Hosting polls, quizzes, or surveys can also spark interaction and provide valuable insights into customer preferences. Anything interactive (contests, giveaways, challenges) encourages user-generated content. 

It bears repeating that measuring and analyzing performance metrics such as reach, engagement, website traffic, and conversions helps your SMB understand what’s working and what’s not. The market might be competitive, and you don’t want to overtax your precious resources. When you prioritize efficiency, consistency, and engagement, small businesses can be a standout with social media. 

How should a small business approach email marketing?  

You’re going to want to integrate the email marketing best practices tied to building a quality email list, engaging subscribers, and driving conversions. 

Develop your email list

The email list is the foundation of your email marketing efforts. To build your email list , emphasize the value of signing up by offering incentives such as exclusive discounts, free resources, or valuable content. Implement a sign-up form on your website, social media profiles, and during checkout processes to capture leads at various touchpoints.

Delegate and automate

Once your email list is established, make sure to have a devoted team member whose primary focus is building content. For some SMBs, that might just be you, which is why it’s even more important to learn the importance of segmenting your email list based on demographics, interests, or purchase history. 

Automation tools are a huge benefit in digital marketing for small business, because they can help you streamline the process of sending targeted email campaigns based on subscriber behavior. 

Catch the reader’s eye

Stay competitive in the market with emails that are visually appealing and mobile-responsive. Use compelling subject lines to capture attention and encourage opens, and include clear call-to-action buttons to guide subscribers towards desired actions. 

Consistency is key in email marketing. And with the unique challenges and opportunities of an SMB, establishing a regular sending cadence can show the respect you have for your subscriber’s inbox. Whether it’s weekly newsletters, monthly promotions, or seasonal updates, an SMB has a special opportunity to really connect. 

Stay on top of performance metrics

Monitoring email metrics such as open rates, click-through rates, and conversion rates will cost you nothing but time, and it will be worth it. A/B testing subject lines, content, or sending times allows for optimization based on data-driven insights.

To be effective, SMB email campaigns must address specific challenges and opportunities. Here are some key considerations:

Personalization on a budget

You may not have the resources for advanced personalization tools , but that doesn’t mean you can’t tailor email content to individual subscribers. Use the data you’ve collected during sign-ups to address your subscribers by name. You can get around spending a ton on software and still segment your email list based on demographics, preferences, or past behaviors.

Local relevance

SMBs often serve local or niche markets, so incorporating local references or community-centric content in email campaigns can resonate with subscribers. Highlighting local events, partnerships with other businesses in the area, or showcasing customer stories from the community helps build a sense of belonging and strengthens the connection between the business and its audience.

Value propositions and offers

Given a more limited budget, you must communicate your incentives for subscribers right away, and with clear, consistent messaging. Whether it’s exclusive discounts, early access to new products, or informative content that solves a problem or meets a need, articulating the benefits of subscribing and engaging with email content encourages action.

Resourceful design and content

Just because you’re small, does not disqualify you for professional design or copywriting. There are plenty of user-friendly email marketing platforms with customizable templates that require minimal design expertise. Focus on creating concise and engaging content that communicates your brand’s message effectively and prompts action without overwhelming subscribers with unnecessary information.

How do you measure the success of your small business digital marketing efforts?  

While large enterprises may have dedicated teams for analyzing email metrics and optimizing campaigns, your small business needs to be resourceful in measuring your email marketing efforts. When building digital marketing for small businesses, keeping a close eye on these metrics can make all the difference.

Essential metrics you should focus on include:

Website traffic

Monitoring the number of visitors to the website, as well as the sources of traffic (organic search, social media, referral, etc.), helps assess the effectiveness of digital marketing channels in driving website visits.

Conversions

Tracking the percentage of website visitors who complete a desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form, indicates the effectiveness of marketing campaigns in generating leads or sales.

Engagement metrics

Analyzing metrics like likes, comments, shares, retweets, and click-through rates on social media and email marketing campaigns provides insights into audience engagement and content performance.

Return on investment (ROI)

You can calculate the ROI of your digital marketing efforts by comparing the cost of marketing campaigns to the revenue generated, giving you an easy look at how well your initiatives are paying off.

Google Analytics is a free tool that provides comprehensive insights into website traffic, user behavior, and conversions. By installing the Google Analytics tracking code on your website, you can access valuable data such as traffic sources, user demographics, and conversion rates.

Simplify analytics by focusing on key metrics like open rates, click-through rates, and conversion rates. Implementing UTM tracking codes for links in emails allows for more granular tracking of website traffic and conversions. For social media analytics, platforms like Facebook Insights, X Analytics, and LinkedIn Analytics offer free built-in tools to track engagement metrics, audience demographics, and post performance. 

Let’s say a small online boutique recently launched a digital marketing campaign to promote its new collection of handmade jewelry. By tracking website traffic using Google Analytics, the boutique owner can see how many visitors are landing on the website. They can analyze traffic sources to determine which channels, such as social media, email marketing, or paid advertising, are driving the most visitors to the site.

In addition to tracking website traffic, the boutique owner also monitors conversions to assess the effectiveness of the campaign in generating sales. They set up conversion tracking within Google Analytics to track the number of visitors who make a purchase or add items to their cart. By comparing the number of conversions to the total website traffic, the owner can calculate the conversion rate and determine the campaign’s success in driving revenue.

In this scenario, if the digital marketing campaign resulted in a significant increase in website traffic and a high conversion rate, it indicates that the campaign resonated well with the target audience and effectively earned sales for the boutique. Conversely, if the campaign generated a lot of traffic but a low conversion rate, it may indicate that there are issues with the website or checkout process that need to be addressed to improve conversion rates.

Digital marketing for small business offers cost-effective strategies to reach a broader audience. With digital channels available such as social media, email marketing, and search engines, you can compete more effectively, establish a strong online presence, and connect with customers. 

As a small business grows, the challenge becomes sustaining momentum. One way to do that is to invest in advanced tools and technologies. This could include upgrading to a comprehensive customer relationship management (CRM) system or adopting sophisticated analytics platforms to gain deeper insights into customer behavior and campaign performance. 

Good digital marketing has the power to level the playing field for SMBs, enabling toe-to-toe competition with larger businesses. With the right amounts of creativity, innovation, and strategy, you can connect with audiences on a personal level, and differentiate yourself in a crowded marketplace. 

Take your small biz marketing up a notch

Marketing Cloud Growth Edition has data and AI capabilities that are built to help small businesses create better campaigns. See how it works today.

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Keara runs SMB and upmarket Field Marketing at Salesforce. She has experience in building marketing engines from the ground up and leading high-performance marketing teams. One of her passions is finding ways to help organizations drive new customer and revenue growth through a rapid experimentation and innovation framework.

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