Cummings Creative Group

Tips for Building the Right Digital Marketing Strategy


It can be easy to get confused by the seemingly endless options in digital marketing, which is why it’s important to make sure you’ve taken the time to build the right strategy before launch.

Here are a few tips from our team to help you stay on track:

1. Start by creating a specific goal

A specific goal is key to understanding what will make your marketing a success, failure, or somewhere in the middle. Your goal should be framed against your budget to help you measure the exact expectations.

Are you trying to drive more leads? How much are you willing to pay for a lead? What percent of leads turn into paying customers? What’s the short-term and long-term value of a new customer?

Are you trying to drive more revenue? What’s an acceptable Return on Ad Spending (ROAS)? How many visits does it normally take for a new visitor to turn into a paying customer? What’s your current conversion rate? What’s your attribution strategy to measure the true value of your marketing spend?

These questions and more are the type you need to answer to create a well-rounded goal.

2. Make sure the goal is SMART

Diving deeper into goal creation, a good goal should be SMART:

Agreed Upon
Time Bound.

Go through each part of SMART and answer if your goal fulfills this qualification and write exactly how. It’s important to be specific – don’t just say “this year for” Time Bound because you won’t be creating a sense of priority. It’s better to say, “We are planning our campaigns in Q1 and going live on day #1 of Q2” and be sure you have the necessary steps written out that fall under each timeframe.

3. Understand your target audience

If you don’t already have customer segments developed then now is the perfect time to meet with your team and build profiles.

Building out customer segmentations might seem overwhelming, which is why we recommend starting by looking at your current and historic customer base. Look for trends and start building segments from there. If you find yourself with a dozen or more different segments then you might need to take a step back and see what connects certain groups.

We recommend having at least three segments, but most businesses need at least five.

4. Reaching your audience: what digital channels make the most sense

Paid Search, Display, Social Media, Video, Native, SEO…. suddenly picking the right digital channel doesn’t seem so simple.

Unfortunately, there’s not one universal answer that will apply to every business. If your vertical is niche then there might not be any volume search to allow for Paid Search, which could also impact the potential impact of SEO.

Programmatic Display has hundreds and hundreds of segments to choose from, but we’ve had clients that worked in such a specialized industry that none of them fit their audience profile.

When it comes to Social Media, B2C has more potential for success than B2B, so keep in mind that just because Facebook, Twitter, Instagram, and Pinterest are there doesn’t mean your B2B company needs to be active on each site. Just because you’re B2B doesn’t mean you should completely ignore Social Media, but you should make sure your strategy and expectations align with what’s realistic and how your target audience uses social channels.

If you’re not sure which channels to start off, you should consider putting together a test plan, which is a perfect segue to tip #5…

5. Create a testing plan to cover months 1-3

You’re ready to launch but what happens after that? When are you confident that you’ll have enough sample data to identify any major lapses in performance? How should the budget allocation change? What about determining what ad copy is resonating well versus being ignored? What about a landing page test to see what site experience users prefer?

Your initial test plan for the first three months should answer these questions and more to help you get off to a good start and avoid being stuck on cruise control.

6. Don’t be afraid to ask for help

We saved the shortest one for last. If you’re stuck and not sure how to move forward, then talk to your team.