Shaken & Stirred - Influential Brand Profiling and Positioning

Creating A Digital Marketing Strategy For Small Businesses 

A robust digital marketing strategy is key to business success in today's social climate. 

A robust digital marketing strategy is key to business success in today’s social climate. 

Businesses usually do very well in the digital space due to an excellent, well-thought-out plan that fits the brand and its goals from their target market to their values and mission and vision.

For small businesses though, creating a full-blown marketing strategy can be overwhelming which is why it’s always worth enlisting the help of a digital marketing agency in London

Why? Because they know how to plan and produce top-notch digital strategies. 

Here’s an insight into how. 

First, look at your business objectives. 

Understanding what you want to achieve from your marketing strategy is vital. Aside from budget (remember, we’re talking about startups), your business objectives are arguably the most important thing to consider when deciding on your marketing strategy and campaign types. 

For example, if you wish to increase brand awareness, you will need to create a digital marketing strategy that focuses on earned media, branding, increasing reach, upping your followers and so on. Whereas, if you want to increase sales, you will need to look at your paid media, customer lifetime value, retargeting, hard-sell options and so on. 

Our advice? Define your KPIs first, build your digital marketing strategy second.

But before you do, there’s another vital thing you need to consider – hint, we mentioned it just a minute ago! 

It’s time to think about your budget and see how this will work with the media you aim to use. You may need to change the media you are using depending on your budget, or increase your budget on specific elements of your strategy to achieve the KPIs and objectives that have been defined. 

That being said, it is essential to have a realistic budget to achieve your goals, which means you need to have realistic KPIs. For example, if you have a £500 per month paid advertising budget and aim to achieve £500,000 in sales, this might not be setting you up for success.

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So, you’ve got your objectives, you’ve got your budget, now you can start to think about your campaigns. Well, almost. 

There’s one other thing we need to be looking at when it comes to a digital strategy. 


You may want to bury your head in the sand when it comes to looking at your competitors but in fact, it’s a vital part of building a successful marketing strategy. Not only are you able to assess how competitive the space is and what the most successful people are doing, but you’ll also be able to make a better judgement about what your strategy needs to look like in order to get you up there with your top competitors. 

Looking at your competitors will also help you define your audience. By looking at industry leaders, you’ll be able to stay on top of trends, what’s hot and what’s not in the eyes of your consumer. Then, you can use all that information to make informed decisions about your digital strategy and marketing campaigns. 

Now, media. 

When it comes to digital marketing, there are three types of media you should know about, earned media, owned media and paid media. Every Go High Level expert will explain how taking advantage of these channels can help you reach a wider audience and achieve your marketing objectives. It will make more sense to you now, with your objectives and budget all defined

External marketing initiatives that include a paid placement are referred to as paid media. PPC advertising, branded content, and display adverts are all examples of paid media and are a critical component of internet businesses’ revenue development and brand exposure. 

Owned media refers to digital marketing platforms over which a firm has complete control, such as a branded website and social media accounts. Email marketing initiatives, such as corporate newsletters, are examples of owned media. 

Third-party marketing that isn’t paid for is referred to as earned media. It results from a company’s efforts in public relations, branding, and customer service. “The brand sold entirely by word of mouth” or “The brand’s recent campaign went viral” are probably terms you’ve heard.

When you’re thinking about your digital marketing strategy, especially as a small business, these are three key areas to consider. 

So, there we have it. An insight into how a London digital marketing agency might go about creating a digital marketing strategy for a small business. 

First, look at your business objectives. Then, look at your budget. Don’t forget to suss out the marketplace by peeking at what your competitors are doing, and then you can make informed decisions about which campaign type is best for your brand.