For every digital strategy, I conduct competitor and situational analyses using various forms of research (client-driven, user-driven, and data-driven: using platforms like Google Analytics, Google Console, HotJar, Similar Web, SEMrush, and Moz).
Each digital marketing campaign starts with setting goals that map back to the business and marketing stage.
The next step is to define objectives and KPIs. I will set baseline KPIs to review, and then provide the client with separate SMART objectives that map back to goals.
For paid marketing, it is important to understand key segments and demographic information. I will segment this data in order to start figuring out what our paid strategy will be.
In order to achieve our goals and meet our objectives, we need tactics. I will create a set of realistic tactics we need to complete by marketing stage and action.
Each tactic plan will be customized by persona, and will include tactics by marketing stage, and a message strategy for content.