A condensed set of one-liners on digital marketing strategy, worth pinning above your desk:
“Digital marketing shouldn’t be separated from regular marketing. The approaches need to match!”
“Google is the largest market in the world — it needs investment and attention.”
“Who are we writing to?”
Phase 1: Strategy
What are your goals (numbers), and what are your objectives (how do you look to the world)? What is your promise?
Phase 2: Website As Soft Landing
Can I find you? Are you Google-able? How does your site look and feel — is it welcoming? Do I learn something every time I go? Is it a tool, or just a brochure? Are you applying social media correctly? Are you answering the four questions: who is the client, what is their problem, what is our solution, and why is our solution better?
Phase 3: Using The Tools
Ad tech, blogging, social media, multiple offers, keywords, back-end tagging, audio/video/text — and content that’s actually relevant to the problems you solve.