Digital Marketing Strategy Framework: 6 Simple Steps

Why Keep Digital Marketing Strategy Simple?

Okay, so you wanna keep your digital marketing strategy simple, huh? Honestly, in today's world with all the noise, it's a smart move. You can easily get lost in the weeds, trust me I know. So how do we do it?

Basically, a digital marketing strategy is just a roadmap. It show's you how your online efforts will help your business hit those goals. It's gotta tie in directly with your overall business strategy. If your business goals and your digital stuff aren't singing the same tune, it's doomed from the start. It's like trying to bake a cake without flour.

There's a pretty straightforward framework you can use, and it boils down to six key questions. We'll break down each of these questions in the following steps to guide you through the process. It's also important to remember the simpler you make it, the better. A documented strategy also makes you 42% more likely to reach your goals. 49% of businesses don't and that's why they don't get anywhere.

1. Why Does Your Brand Exist? Ground your plan in your purpose. What gets you up in the morning?
2. Who is your Audience? Get to know 'em, inside and out. What makes them tick?
3. What Content Will Your Audience Engage With? Nail down those topics, themes, and formats.
4. Where Can You Reach Your Audience Online? Find their hangouts.
5. How Will You Measure Your Performance? Track those key results.
6. How Will You Implement Your Strategy? Turn strategy into action.

According to FratzkeMedia, an effective strategy often includes key results showing how you plan to measure success. They also recommend outlining the content you want to create to get the conversation started with your audience. One way to get the most out of your content is to follow the Content Capital Strategy.

Keeping it simple makes sure everyone's on the same page, and you don't get bogged down in unnecessary complexity. These six questions form the core of a simple digital marketing strategy framework, and each will be explored in detail.

Step 1: Define Your Brand's 'Why'

Alright, so you really wanna nail down your brand's "why," huh? It might seem a little touchy-feely, but trust me, it's the bedrock of everything else. So, where do we even start?

Think about it: Simon Sinek's whole Start With Why thing? It's not just some catchy phrase. It's about digging into the core of why your brand even exists. Y’know, what gets everyone fired up in the morning? It's about inspiring people—both the folks on your team and your customers.

• Starting with your "why" does more than give you purpose – it helps you make decisions that align with your core values.
• When your "why" is clear, it becomes easier to create a digital marketing strategy that speaks authentically to your audience.
• I mean, how can you expect your marketing to resonate if it's not rooted in something genuine?

Now, if you haven't actually written down your brand's purpose yet, no time like the present! Seriously, grab a pen and paper (or, you know, your laptop) and just brain dump.

• Try to distill that big, messy "why" into a single, concise sentence. It’s not about what you do, but why you do it.
• Think about the impact you want to make. What difference do you want to make in the world, or at least in your little corner of it?
• Remember, it's not just about profits. It's about the reason your brand exists, plain and simple.

Need a little nudge? Let's peek at how some big names do it:

• Apple: "We think differently. We want to challenge the status quo." It's not just about tech; it's about disruption.
• Disney Parks: "We create magical memories." It's not just about rides; it's about making dreams come true.
• Nike: "Bring inspiration and innovation to every athlete in the world." It's not just about shoes; it's about empowering people.

So, now that you've figured out your brand's "why," it's time to figure out who you're talking to. We'll dive into defining your audience next!

Step 2: Identify Your Target Audience

Okay, so you've got your brand's "why" down, now it's time to figure out who you're even talking to, right? I mean, you wouldn't walk into a room and just start shouting at random people, would you? (Well, hopefully not.) So, let's get to know your audience.

First things first: identify and actually write down who you're targeting. It's not enough to just think about it; gotta get it on paper (or, y'know, a Google Doc). Ask yourself, who's most likely to buy what you're selling? What problem are you solving for them? It's like, if you're selling umbrellas, you're probably not targeting people in the desert... unless they're super into shade.

• Document Your Target Audience: Don't just rely on hunches. Get specific about their demographics, interests, and pain points.
• Identify Likely Buyers: Think about who needs your product or service. Are they students, professionals, parents, or retirees?
• Understand Their Problems: What challenges are they facing that your brand can solve? This is where you connect your "why" to their "why."

Okay, so you've got a general idea, but let's go deeper. Create some customer personas. These are those fictional profiles of your ideal customers based on market research and what you already know. Think of them as detailed character sketches.

These personas help everyone on your team—from marketing to sales to product development—understand who they're trying to reach. It's way easier to tailor your message when you have a face (even a fictional one) in mind.

Too often, companies rely on "tribal knowledge" about their customers, which is essentially undocumented assumptions.

That's a recipe for disaster. It's like playing telephone; the message gets distorted along the way. Documented personas make sure everyone is on the same page.

Think about a small, local bakery. They could have personas like "Busy Mom Brenda" who needs a quick, delicious treat for her kids, or "Coffee Shop Carl" who wants a pastry to enjoy with his morning brew. Knowing these personas helps the bakery tailor their offerings and marketing messages.

So, you know, having a clear picture of your target audience means that your marketing is actually gonna work. It's like, you can’t hit a target if you can't see it.

Okay, so now you know who you're talking to. Next up, we'll figure out what kind of content will actually get their attention.

Step 3: Create Engaging Content

Alright, so you've got your target audience nailed down, but how do you grab their attention? That's where engaging content comes in. It's about creating stuff that actually resonates and gets them talking.

First, think about what your audience really cares about. Use those customer personas you created to brainstorm topics and themes. What are their pain points? What gets them excited? Write it all down. This documentation ensures the content is not based on assumptions but on known interests.

• New product highlights: Show off what's new and improved. Make sure to explain the benefits clearly.
• Customer features: Spotlight real people using your stuff. This builds social proof and shows your product in action.
• Deals and discounts: Everyone loves a good bargain. Clearly communicate the value and urgency.

Now, let's talk formats. You can't just stick to blog posts, people get bored. Mix it up! A report from Kickstart New Career emphasizes the importance of cutting through digital noise while maintaining authentic brand connections. Consider formats like:

• Blog posts: Share your expertise and insights.
• Videos: Show, don't just tell, with demos and tutorials.
• Podcasts: Chat about industry trends and interview interesting people.
• Infographics: Visuals are your friend, especially for data-heavy topics.

Imagine you're a financial advisor. You could create a blog post explaining tax-advantaged retirement savings, then turn that into a short video with key takeaways. Or, if you're in retail, show real customers styling outfits with your products in Instagram Reels. You know, show off your product from the audience's point of view.

Alright, so now you've got some killer content ideas, next up, we'll talk about where to share it all online.

Step 4: Choose the Right Online Channels

Alright, so you're trying to figure out where your audience is hanging out online, huh? Well, that's kinda like figuring out where the best coffee shop is in a new city - you gotta do some exploring!

When trying to figure out the best online channels, think about where your audience actually spends their time. I mean, are they scrolling through TikTok, or are they more likely to be on LinkedIn during work hours? This is a biggie.

• Earned, owned, and paid channels are all fair game. Consider how you can use social media, your website, and even advertising to reach them. It's like having different tools in your toolbox–each one serves a different purpose.
• Don't forget about devices! Smartphone and tablet use can be totally different from desktop, so think about how your audience engages on different devices. You know, are they quick-scrolling on their phones or doing deep dives on their laptops?
• Codify where your customers are most active. Focus on making your presence known where they're already spending their time. Don't waste effort shouting into an empty room, y'know?

One of the best ways to really get to know your customers is to map out their journey. It helps you see things from their perspective, which is kinda the whole point!

• Document your Customer Experience Strategy to deliver positive experiences across all touchpoints. It's like making sure every interaction they have with your brand is a good one.
• Create Customer Journey Maps to understand the paths customers take through awareness, consideration, decision, and loyalty. This can help you figure out the best way to guide them along the way.
• Pair these frameworks with customer personas for a robust 360-degree view of your audience. It's like putting all the pieces of the puzzle together to get the big picture.

By mapping out your customer journey, you can identify key touchpoints and understand where your traffic originates. As Digital Neighbor points out, it's crucial to analyze where your traffic comes from and which channels are most effective at driving revenue, ensuring your channel selection aligns with these insights.

Now that you've got a better handle on where to find your audience, it's time to start thinking about how you'll measure your success. We'll dive into that next!

Step 5: Measure Your Performance

Okay, so you've been sharing your content and building your brand, but how do you know if it's actually working? I mean, fingers crossed is not exactly a sustainable strategy, right? That's where measuring performance comes in—it's like your digital marketing report card.

It's not just about looking at pretty graphs, it's about making smart decisions. A solid framework helps you track those things that really matter.

• "What gets measured gets done!" Seriously, that's not just some saying, it's the truth. Document how you're gonna measure performance.
• Outline the key results that actually matter. What are you trying to achieve? More leads? More sales? Brand awareness? Get specific.
• Pick no more than five key performance indicators (KPIs) to track. You don't want to get lost in the data weeds, believe me.

To ensure everyone is aligned, it's crucial to document these data points clearly. This includes writing down your KPIs, their current status, your target, and the expected timeline. This documentation ensures everyone understands not just what to measure, but also why it's important and how it contributes to the overall goals.

• Automating data gathering saves you time and helps improve accuracy.
• Data analysis tools can provide insights into performance and areas for improvement. It's like having a detective in your corner. Common tools include Google Analytics, social media analytics dashboards, and your CRM's reporting features.

Okay, so you know how to measure, but what tools should you use? I mean, there's a million out there! Next up, we'll talk about implementing your strategy and the tools you'll need to get the job done.

Step 6: Implement Your Strategy

Now that you know how to measure your success, it's time to put your strategy into action. This step focuses on creating a concrete action plan and leveraging operational frameworks like the Five Ps to ensure smooth execution. It's kinda like building a house – you need a blueprint, but you also need to actually, like, build the thing, y'know?

• Translate your strategy into a concrete action plan. Break down those big goals into smaller, manageable steps. Think of it as a to-do list for your marketing team, but with deadlines and responsibilities attached!

• Keep the implementation phase simple and manageable. Don't try to do everything at once or you'll end up overwhelmed. Been there, done that. Focus on the most important tasks first and then build from there.

• Document the top three initiatives and supporting tasks. This way, everyone knows what they need to do and when they need to do it. Think of it as a recipe for success – you need to follow the instructions to get the best results.

  A clear action plan is key to turning your strategy into reality.

• Include the initiative, attached KPI, priority level, effort level, and expected delivery date for each task. This structured approach ensures accountability and progress tracking. Make sure it's clear who's doing what and how you'll measure success.

• This structured approach ensures accountability and progress tracking. When everyone knows what they're responsible for, it's easier to keep things on track and avoid those dreaded missed deadlines.

• Regularly review and adjust the action plan as needed. Things change, priorities shift, and sometimes you just need to tweak your approach. Don't be afraid to adapt your plan as you go.

• Follow The Five Ps Framework for Marketing Operations to operationalize your strategy. This framework helps you to better understand performance, create processes, assign people to initiatives, determine what platforms to use, and leverage partners to execute your digital marketing strategy to perfection.

• The Five Ps: Performance, Processes, People, Platforms, and Partners.

  • Performance: This is about tracking your key results and understanding what's working and what's not. It's the data that tells you if your efforts are paying off.
  • Processes: These are the documented workflows and procedures that ensure consistency and efficiency in your marketing activities. Think of them as the step-by-step guides for recurring tasks.
  • People: This refers to the individuals involved in your marketing efforts – their roles, responsibilities, and skill sets. Ensuring the right people are in the right places is crucial.
  • Platforms: These are the tools and technologies you use to execute your strategy, from social media management software to email marketing platforms and analytics tools.
  • Partners: This includes any external agencies, freelancers, or collaborators you work with to extend your capabilities and reach.

You want to turn your digital marketing strategy from a document into a living, breathing thing that produces results. A solid action plan and a well-defined marketing operations framework are key. Now, go get it done!