How to create a Business-first Digital Marketing Strategy

The consumer decision making cycle is becoming more complex. While that makes Digital ever more challenging for marketers; most business owners are finding Digital a tough nut to crack! Which channels to focus on first? What budgets to allocate & with what apportionment? When will I hit my optimised CAC-Scale ratio they ask?

On the other hand, many Digital Marketers, who are too tied up with the developments in their function; be it SEO or PPC are losing connect with why businesses really want to do Digital. No one cares how much you know; what matters is how much you can move the needle in terms of business goals; and how do you use a set of Digital Channels & Strategies in synergy to do so.

In a recent workshop; I took a crack at trying to create a framework which will help business owners understand the workings (similarities & differences) among different Digital Channels and give Digital Marketers a quick revision of the framework that they can leverage to take their performance to the next level.

Some of the interesting aspects covered in the framework are:

1] Organic Vs Paid & Pull Vs Push Strategies

2] Jobs to be Done Framework (understanding customers better for web/app revamp)

3] Simple scoring techniques to prioritise your content marketing efforts

4] Quick glance at Lead Scoring & Prioritisation for Lead Nurturing

5] Channels/Tactics to focus on while creating a holistic Digital Strategy

With around a 100 people turning up for the workshop; it was a great experience discussing the pain points of entrepreneurs who are looking to hack their way with Digital; while marketers are still trying to figure out that strategy/tactic sweet spots for each business. Plan, execute, analyse, iterate!

You can also access the slide deck here & share your thoughts around frameworks or strategies that have worked best of you.