Digital Marketing Strategy

Doing every channel badly is the most common marketing plan

Digital marketing strategy is the work of deciding which channels a business will use, in what order and with what content, which is mostly a decision about what not to do.

Most businesses are present everywhere and effective nowhere. Effort divided across six platforms produces six accounts that each look neglected.

Wink builds data driven marketing roadmaps aligned to business goals and the customer journey.

What a Wink digital strategy covers

Wink produces the channel plans a marketing operation runs on.

• Comprehensive digital marketing strategy
• Content strategy
• Social media strategy
• SEO strategy
• Website marketing strategy
• Email marketing strategy
• Multi channel marketing plans
• Customer journey strategy
• Conversion optimization plans
• Digital growth roadmaps

Channels are chosen by where your customers already are

Channel selection follows the audience rather than the trend, which is why the same strategy is rarely right for two businesses.

A platform can be enormous and irrelevant. What matters is whether your specific customers use it for anything resembling the decision you want them to make.

Doing two channels properly beats doing five partially, because most digital channels reward consistency and punish sporadic activity.

Sequence matters as much as selection

A digital strategy establishes order, since channels depend on each other and some are wasted without foundations.

Advertising into a website that does not convert spends money to prove the website does not convert. Content published without search visibility reaches nobody it was written for.

Sequencing puts the dependencies first, which is why a roadmap is more useful than a list of activities.

The customer journey decides what content exists

Customer journey strategy maps what a person needs at each stage, which is what stops a business producing only content aimed at people ready to buy.

Most marketing content addresses the final step. Very little addresses the much larger group still deciding whether the problem is worth solving.

Mapping the journey identifies those gaps, and filling them is usually where the fastest improvement is available.

Every channel plan ends at a conversion

Conversion optimization plans are part of the strategy rather than a separate project, because traffic without conversion is a cost.

A strategy that increases visits and ignores what happens next is measuring the easy half. The website, the landing page and the enquiry process belong inside the plan.

Email marketing sits in the same place, because it is the only channel where the audience was earned once and can be reached again without paying for it.

A strategy that is never revised is a document

Wink treats strategy as something that is updated against performance rather than delivered once.

Digital channels change constantly, and a plan written against last year's conditions gradually becomes advice about a market that no longer exists.

Reviewing against actual results is what turns a strategy from a document into an operating plan, and it is the step most businesses skip.

Who digital marketing strategy is for

• Businesses active on many channels with results on none
• Companies starting digital marketing and deciding where to begin
• New businesses with no existing digital presence
• Organizations whose marketing activity has no coordinating plan
• Businesses about to increase spending and wanting a sequence for it

What digital strategy connects to

Digital strategy sits inside marketing strategy and usually follows a marketing audit.

It directs execution across SEO, social media management and performance marketing.

Where to start

Tell us which channels you are currently active on and which produce enquiries. In most businesses those two lists overlap far less than expected.