Digital Marketing Roadmap (Phase 1)

There are many critical components of digital marketing that need to work together to provide positive results in traffic, leads, engagement, trust, and ROI.

Phase 1 of the Digital Marketing Roadmap begins by focusing on the research and assessment of key business strategies to help determine the communication channels to target in your plan. Phase 2 involves the implementation of your digital assets in paid, owned, and earned media, along with the business objectives, key actions, and goals to focus on. The roadmap concludes with a summary of marketing tools and technology needed to manage, monitor, and measure the performance of your campaigns.

Phase 1: Research & Assessment

1. Develop Company Persona

Determine the personality of your business depicted in digital communications with customers.
Determine the primary marketing messages delivered to customers to have them personally relate to your company and gain their trust.

2. Benchmark Current Sales & Marketing KPIs

Determine if the current sales and marketing goals are able to uphold expectations and motivation among employees.
Determine if a re-prioritization of goals on digital initiatives are necessary after realizing the results of the benchmarks.
Determine if new problems have been created or if old problems have resurfaced.

3. Goal-Set Traffic & Lead Generation Objectives

Determine what goals will lead to the desired growth for the following year.
Determine what goals will lead to the most motivation and excitement among employees.

4. Define Ideal Customer Profiles in the Digital Space

Determine what your ideal customers want, and what makes them change their minds.
Determine what media is the most cost-effective for reaching your ideal customers.
Determine how your ideal customers prefer to receive messages about your brand.

5. Research Competitor Presence in the Digital Landscape

Determine your competitors’ strengths that cause customers to choose them over you.
Determine your competitors’ weaknesses that may provide an opportunity to gain an advantage.

6. Create a Sustainable & Flexible Schedule

Utilize a schedule to ensure the most important digital campaigns meet their dates.
Ensure the marketing team always knows what they should be working on in any given day.

Next up is phase two of the digital marketing roadmap: implementation of your digital assets in paid, owned, and earned media.