Digital Marketing Strategy

Chart a Path to Growth

If you're uncertain how to get traction to grow your business, consider starting with marketing strategy.  With a good strategy, you'll discover that:
  • You can attract clients that are ideal for you
  • You can stand out in ways that make the competition irrelevant
  • You can know confidently what to do and what not to do
  • You can identify the most profitable ways for you to attract new business

What is marketing strategy?

But what, exactly, is marketing strategy?  John Jantsch, a renowned digital marketer and the founder of Duct Tape Marketing, summarizes strategy in his e-book, How to Create a Marketing Strategy That is Perfect For Your Business:
"A marketing strategy is how you plan to use the resources available to you to build an ongoing case that your business, products and services are the obvious choice for a narrowly defined ideal customer."
- J. Jantsch
The beauty of John's definition is simplicity and insight. He extends the same tried-and-true principle that goes into engineering a high-tech product or constructing a skyscraper to the marketing domain. That is, have a definition of what you're trying to create and a plan for creating it before you start building.

So whether you're a new startup attempting to establish credibility or an existing business looking to push beyond your current plateau, having a clear picture of the business you're creating should be a cornerstone of your effort.

Contents

Effective digital marketing strategy enables long term profitable growth
"Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat."
– Sun Tzu Lesson One in the Art of War

Who needs a digital marketing strategy?

If you want to grow, and time and money constrain you, you need a digital marketing strategy.

Marketing tactics build upon one another.  When organized thoughtfully, you can realize efficiencies and maximize results.  

Conversely, when done haphazardly, you'll likely waste time and money with mistakes and rework. 

Additionally, without a good strategy, you risk wasting effort to reach audiences who aren't interested in the products or services you're selling, or you reach your desired audiences but with unconvincing messaging. In either case, you've wasted time and money.

Why you need a digital marketing strategy?

If you're a small business owner looking to grow, you need a digital marketing strategy when you feel like you're stumbling with marketing or you're unsure how to answer any of the following questions:
  • Who are your ideal customers? What problem are they looking to solve, and how do they choose your product or service?
  • What's your unique value proposition?   In the minds of your ideal customers, what sets your business apart from the competition?
  • What marketing tactics will generate the highest ROI, quickly and over the long term?

What is a good digital marketing strategy?

If your digital marketing strategy effectively addresses these five essential elements, you'll significantly improve your chances of achieving your profitable growth objective.
Builds on Your Vision
An excellent digital marketing strategy begins with a clear understanding of your vision. It's guided by your existing business, where you're going, your priorities, strengths and opportunities. It reflects your ambition and your heart.
Uncovers Competitive Insights
It leverages research, data and analytics to benchmark competitors and reveals insights about what your rivals are doing and why they may rank higher than you.  It also helps you learn new ways to serve your customers that you aren't currently doing today.
Sharpens Your Focus
It includes interviews and research to develop personas that characterize your ideal customers with demographics, pain-points, and barriers.
Refines Your Message
An effective digital marketing strategy articulates a compelling promise that's an authentic reflection of your brand AND sets you apart from the competition.   It also includes an editorial calendar of topics to build authority and reinforce your brand as a trusted source in your marketplace.
Prioritizes Tactics
It includes a prioritized plan encompassing the right mix of marketing web design and development, content, search engine optimization, email marketing, social media, directories and paid advertising to attract and advance prospects through your lead funnel.
"Good strategy comes from the heart."
D. Newman
McMaster University

How to build a digital marketing strategy?

When done correctly, your digital marketing strategy becomes the marketing foundation for sustained and profitable growth in your business. Therefore, you want it done correctly. And the best way to ensure it's done correctly is to engage a professional digital marketing strategy consultant.

What are the advantages of a digital marketing strategy consultant?

You get a professional with business depth, marketing expertise, and digital marketing skills needed to uncover reliable insights to help you experience the four C's -
  • Clarity: bring clarity to your brand message, identify your ideal customers and clarify what those customers really want
  • Control:  gain control over your marketing with a proven marketing system and customized plan of marketing tactics built to fit your business
  • Confidence:  instill confidence to grow and do more as you build upon your success
  • Customers: attract and delight ideal customers through laser focus on their wants and needs
Finally, you get a trusted partner addressing one of your most crucial business challenges while freeing you to focus on other vital aspects of your business.

Where to find a digital marketing strategy consultant?

Right here!  ;-)   Mike is a certified digital marketing consultant, engineer, and executive with over 30 years of success leading teams in North America and globally to develop and launch products and services and transform sales and commercial processes. 

He founded Protellus to help small local businesses break through from struggling with marketing to reaching their stride using a systemic approach to online marketing.
Michael Britton, founder of Protellus and Digital Marketing Strategy Consultant

Are your ready for your marketing breakthrough?

Schedule a free, website audit and discovery session today!  We'll identify what's holding you back online and recommend actions you can take for the most significant impact.
SCHEDULE FREE 30 MINUTE DISCOVERY SESSION
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