Step 1.

• Record your business details - an executive summary: Company name; ABN;
• Location of office and/or outlets;
• Management staff;
• Vision* & Mission** statements/or your business 'why'; You can include any other important factors of your business that you think are relevant to the plan.
• Vision statement - where your business aspires to go.
• ** Mission statement - defines your business objectives & how you will achieve them.

Step 2.

• Conduct a SWOT analysis - recording your strengths, weaknesses, opportunities & threats.

Step 3.

• Identify your market and who your competitors are.

Step 4.

Establish who your target audience is.

Step 5.

• Record your SMART goals - short term & long term business goals.
• SMART goals - Specific, Measurable, Attainable, Relevant & Time-based Goals.
  Business goal examples, i.e. increase customers and sales; reduce business expenses; strengthen bond with existing clients; improve product quality; improve brand awareness; increase employee productivity; introduce new products or services.

Step 6.

• Define your marketing budget.

Step 7.

• Build your activity with your content & promo calendar and your action plan.

Include all aspects of your goals by asking these 3 important questions for each one.

ONLINE GOAL EXAMPLES

• Improve product sales
• Increase client base
• Improve brand awareness
• Increase email database by #'s
• Create an interactive website (increase insights on site) Improve engagement on social media posts
• Re-engage existing customers
• Faster response to online product delivery

1. What is the goal?

2. How do you action?

3. How will you measure?

Digital Strategy Examples

Goal: Increase email database by #'s

Action: Facebook post: Incentive (i.e. first 50 to sign up get a 20% discount) with link to websites newsletter signup page

Measure: Record increase in newsletter list #'s

Goal: Increase brand awareness

Action: Instagram post: Ask a question related to the product image you've posted

Measure: Check instagram analytics to see post's reach and interaction

Goal: Re-engage existing customers

Action: *EDM: Have a fun draw, ask the audience to enter what their favourite product is from your brand

Measure: View all the comments and you will see which product is most popular

*EDM - Electronic Direct Mail. Popular EDMs: Mailchimp, HubSpot, GetResponse, Drip, SendinBlue, ActiveCampaign, Benchmark

Digital Strategy Template

Increase email database by #'s

Goal 1

• Goal:
• Action:
• Measure:

Goal 2

• Goal:
• Action:
• Measure:

Goal 3

• Goal:
• Action:
• Measure:

Goal 4

• Goal:
• Action:
• Measure:

Goal 5

• Goal:
• Action:
• Measure:

CALCULATE WHEN POSTS SHOULD FEATURE, Dates, Times, What platform, What content.

What do you want to market or sell?

How often and what hours can you commit to promoting your products/services digitally? 

Make a tangible plan.

1. Write in your calendar - what days will you post or advertise?
2. What topic/item/service you will be concentrating on?
3. Write down the text for your blurb if you are ready - that way you can schedule it into your digital social media calendar ready to go.
4. Take note of the time of year for certain events, public holidays or celebration periods.

This calendar includes all platforms you want to feature on. You will then have all the content in front of you for reference.

After you have your calendar dates set in your Content & Promo Calendar, here is the next step to the principles.

Complete one for each action.

Day:

Date:

Time:

Platform:

Content: i.e. text, image, call to action

Responsible person:

Outcome you want:

Results: