Basic framework for digital marketing strategy

One of my absolutely favorite LinkedIn posts focusing on what to prioritize when conceptualizing a digital marketing strategy, is this one by Andrea Bosoni. Short, concise and clear - this basic framework for a digital marketing strategy is must for those struggling to understand how to prioritize different digital channels.

This is especially useful for both startup founders and small business owners / marketers, especially those running and marketing their business for the first time.

To sum up and elaborate:

• If there is already existing demand for your product and / or service offering, then search (Google) would be key for top of the funnel discovery.

• If it’s a product that is not known / has little demand, then social media would be a fantastic way to get the word out there.

• Invest in content marketing if your marketing budget is limited, and, conversely, prioritize performance marketing for quick traction if budget does allow for this.