Digital strategy
What we are trying to cause this quarter, which channel should lead, and what we will not spend time on.
Digital marketing
A digital plan that makes the website, search, content, and campaigns pull in the same direction.
Digital marketing, as I practise it, is not a synonym for posting and boosting. It is choosing an audience, a message, a sequence of channels, and a way to tell whether any of it created an enquiry.
What this engagement includes
The point is a sequence you can explain: who you are talking to, what they should do next, and how we will know if it worked.
Audience targeting
Who the work is for, in language a media buyer and a copywriter can both use. Vague age ranges are not a strategy.
Lead generation logic
Forms, contact paths, and the unglamorous question: what happens after someone raises a hand.
Conversion
The page after the click. If it cannot close, we do not scale the traffic.
Campaign planning
Organic and paid in a sequence. Offers, landing pages, and creative that share a story. The customer journey, written down.
Analytics and optimisation
Events that match real actions. After launch: pause waste, keep what converts, rewrite what almost does.
A typical sequence
01
Diagnose the system
Site, search, social, any live ads. Where demand already exists. Where it leaks.
02
Write the plan
Priorities and a timeline that respects that SEO and ads move on different clocks.
03
Execute the first loop
Usually page fixes, messaging, and one demand channel — not seven launches in a week.
04
Measure and recast
Keep the loop that created conversations. Then decide the next 90 days.
Who asks for this
Teams who have already tried a bit of everything and ended up with a website, a neglected blog, a social intern, and an ad account that nobody owns. Founders who want one conversation, not five vendors describing five different north stars.
The plan is allowed to be small. It is not allowed to be vague. If the honest answer is “just fix the website” or “just do SEO for a while,” I will say that.
Related
FAQ
Planning questions
Single-channel work is fine when the rest of the system is healthy. This engagement is for when the website, search, content, and campaigns are out of sync — or you need a sequence.
This site’s paid offer is Meta ads. If search ads are the better fit, we will say so rather than force a channel that is not in scope.
Whatever maps to the goal: qualified enquiries, completed forms, useful landing-page traffic, campaign efficiency. We skip metrics that cannot change a decision.
If the channels are busy and the pipeline is not, let’s map it.
A short note on the business, the site, and where you are already spending is enough.