4 tips on building your digital strategy + a sample marketing plan

Published on April 14, 2021
Last modified on July 09, 2021

Now that you have a dedicated personnel to help with marketing and other digital functions, the first thing you should lay down is a plan for what needs to be done.

Here are some tips for planning and building your digital strategy:

  1. Don’t try to do everything in one go. Be careful that you don’t get carried away with all the new ideas that you want to try, and think about how to organize them according to the most important priority.
  2. Make sure to test everything. Marketing is more of an art than an exact science — not all best practices may work for you, in the same way that lesser known ideas might. When you start a new project or campaign, make sure that you also have a way to measure how well it works and helps with your sales or conversions.
  3. You will be setting up different accounts in different platforms as you get started on digital marketing. Always use company email addresses for this (e.g., an administrator email or a marketing email), not your private email address nor employee’s individual company emails. This is to make sure that everything is streamlined and under one account. It also avoids the risk of losing access to accounts when the emails used are no longer active (like when an employee leaves the company, etc.)
  4. The best marketing strategies vary depending on your products / services as well as your industry, but here are some basic things that you might want to consider:
    • Create a general marketing plan / calendar that can serve as the central place where you can put all tasks, planned campaigns, etc.
    • Set up your company pages in major social media sites (Facebook, Instagram, LinkedIn, Google Business) and post content regularly.
    • Run search and display ads on Facebook or Google.
    • Start a monthly newsletter where you share relevant content to subscribers. (Make sure that you have permission to send marketing emails to your customers, though.)

To get you started, here’s a sample list of tasks that you can incorporate into your marketing plan. You can check out the links to where we talk about them in more detail in our blogs:

Task Description
Keyword research Check what terms or keywords customers are using to search for your products / services
Optimize page titles and descriptions Edit your content to make sure they use the right keywords
Utilize Google products (Analytics, Search Console, Tag Manager) Set up and monitor these accounts for data on website traffic, conversions and user behavior
Internal link-building Add links throughout your pages to ease user navigation and make your content more interconnected with each other
Implement schema markup Add schema or structured data to your content to get a chance for your pages to have rich snippets in search results
Set up social media pages (Facebook, Instagram, LinkedIn, Google Business) Establish your digital presence by setting up your accounts on these sites and regularly posting content
Start a monthly newsletter Share relevant news, tips, and resources in a monthly newsletter.
Install user behavior analytics tools Aside from Google Analytics, you can also consider using Crazy Egg and Hotjar to gain more insight about your user behavior.


As we said, these are only basic marketing things that you can try. Depending on your business and current processes / setup, there are a lot of other ideas that may work for you.

1902 Software offers a comprehensive site review where our team of certified UX QA testers looks at your site and identifies issues and areas for improvement. We also provide tailored marketing suggestions based on your goals and nature of business.

If you want to learn more about this, or our development and design services, contact us and we’ll get back to you with a no-commitment meeting in less than 24 hours.