Planning digital campaigns and content strategy

Fundamentals of Digital Marketing Strategy

• What is strategy?
• How to create a marketing plan: Identifying key areas to include in your strategy: goals, audience, budget, measurement (GA4, GSC, social, dashboard etc)
• Identifying business goals and key tips on how to decide where you need to improve – when is the right time to get a third audit? What questions can you ask your marketing team or agency to evaluate your current performance?

Audience Targeting

• Identifying your audience – tools and tips for evaluation
  • Best tools and practices for conducting market research
• Identifying your message: Unique Selling Propositions
• What are your competitors doing? Top tools for competitor analysis: Semrush, Facebook Ad Library etc

Understanding The Customer Journey/Funnel

• Discuss the stages of the conversion funnel and its importance
  • Stages of the customer journey and how intent varies at each stage

Marketing Channels

• Highlight key channels for each goal; brand awareness, lead gen, website traffic
• Channels recommended for each stage of the funnel and for varying goals

Campaign Implementation

• Campaign launch: agency vs inhouse marketing management
• Conversion/outcome tracking: What are you tracking? What should you be tracking? How can you use your internal marketing team or agency to assist with tracking and the evaluation of campaign conversion data?

Q&A

Open Discussion: Addressing specific questions and scenarios

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