The digital marketing landscape has changed dramatically over the past decade, and it can be difficult to keep up with the latest trends and technologies. There are many different ways to approach your digital marketing strategy, but one way to make sure you’re always making smart decisions is by using a strategy playbook that acts as a guide for all of your digital marketing activities. A strategy playbook gives you step-by-step directions on how to optimise your strategy, whether you’re establishing or optimising it, with the overall goal of increasing your ROI and revenue.

Getting Started With A Website

A big part of a digital marketing strategy is having a highly functional and responsive website. If you’re new to digital marketing, don’t worry—you don’t need to become an expert overnight. Here are some of our best tips to make sure your website will function well as you start implementing strategies in other areas of digital marketing.

• Create a Strategy- The first step in setting up your site is to create a solid strategy for it. Start with the basics: who is your target audience? What do they want from your product or service? What makes your business unique? How can you use this information to craft an effective message? These are all questions you should ask yourself before starting any kind of design process so that your content aligns with the goals of your site.
• Make It Mobile-Friendly – More than half of Americans own smartphones and tablets, so it’s important that your site be mobile-friendly. This means making sure it loads quickly on these devices and doesn’t require users to pinch or zoom in order to read text or view images clearly. Make sure images load fast too – people will abandon sites quickly if they
• Choose an easy to remember domain – Be sure to choose an easy-to-remember domain name that will be easy for customers to find. This applies especially if you plan on doing any paid advertising or social media campaigns—your audience needs to be able to easily find you!

Analysing Competitors

The second step to a successful digital marketing strategy is analysing competitors. You need to know what, how and why they are doing what they do. This will help you differentiate yourself from them, making you stand out in a positive way. Spend some time researching their strategies and comparing them to what you would like to achieve with your online presence. If it’s feasible, even try applying their strategies in your own organisation.

Determining KPIs

Before you can optimise your digital marketing strategy, you’ll need to understand what success looks like. This means that you must measure and define key performance indicators (KPIs) early on in order to set a baseline for future results. There are several ways to do so, and we’ve outlined some of our favourite techniques below.

• Set Goals Based on Metrics – You can’t measure what you don’t track, so it’s vital that you establish a set of metrics relevant to your business goals before beginning any campaign. Take time to consider what data points are important for measuring the success of each campaign or channel and then develop goals based on those metrics.
• Metric-Based KPIs – Metric-based KPIs are those which help you measure the overall performance of your digital marketing campaigns or efforts over time — specifically key metrics like engagement rates and traffic growth rate over time (e.g., monthly traffic growth rate).

Defining Processes (and Where You Need Automation)

If you want to market successfully, you’ll need a strong content strategy. There are four stages of content creation that every digital marketing agency should be following. We’ll take you through each step so that you can prepare content easily, execute quickly and optimise with ease.

• Stage 1: Content Planning –Content planning is the first stage in any successful content strategy. This is where you lay out your editorial calendar for each channel and decide what type of content you want to create. It may seem like an obvious step, but if it’s not done properly then everything else will fall apart.
• Stage 2: Content Creation – Once you know which content channels you want to use and when they’re going live, it’s time to start creating the actual content itself. This could be anything from blog posts to videos or podcasts – whatever suits your audience best!
• Stage 3: Writing Great Copy – This is one of the most important parts of creating great content: writing great copy that resonates with your target audience and keeps them coming back for more! It might seem like an easy task but there are several things we always look at when writing copy – whether it be for our clients or ourselves!

Measuring Success

Establishing a digital marketing strategy that works to keep clients and business coming in is much like establishing any kind of marketing strategy. You need to identify certain goals, and then you need to be able to measure whether or not you’re reaching those goals. This is how digital marketing agencies can tell if they’re optimising their strategies correctly.

Roles And Responsibilities

An agency is only as strong as its team, so keep communication and collaboration open among internal teams. Digital strategists oversee all digital activity from content to marketing automation; digital designers create visual elements such as landing pages, banners, and emails; account managers work directly with clients to solve issues and push forward campaigns; project managers handle day-to-day operational tasks such as budgeting and staffing. If you have specific needs for any of these roles (or others), ask about them when reviewing a firm’s credentials.

Presenting Your Strategy To Stakeholders

In order to keep all of your stakeholders in the loop, make sure to compile them into a presentation and present it in a meeting. In most digital marketing agencies there is a director who works on developing digital marketing strategies, and then working with other directors who help execute those strategies through specific projects. By presenting it to each stakeholder at an agency or company you are presenting how all of these projects tie into an overarching plan, which you will be able to build upon.