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Doing digital marketing well is a key focus for most businesses… but it can also be a source of anxiety when it comes to working out how much emphasis to put on each marketing channel.

Do you need a complete SEO (Search Engine Optimisation), PPC (Pay Per Click), social media, and e-mail marketing campaign? If so, how can you tell if it’s really pulling its weight? Secondly, does your website represent you, your colleagues, and the work you do well enough? Is it authentic? Does it function well? The questions start piling up more and more.

Ultimately, it comes down to choosing the right tools for the job and ensuring you prioritise the right channel at the right time. With so many advertising channels, sometimes just the thought of spending so much time understanding these platforms and creating all the content causes so much inertia that you get stuck. Before you know it, all your best plans are put on the back-burner and another year slips by.



Taking the following steps will help you to create a roadmap to prioritise what’s right for your business in order to strategise a successful trajectory into 2022. Using the principles from each of these key steps will provide you with a checklist and framework to work from for each of the marketing campaigns that you undertake in 2022:

1. How to set a marketing budget – work out how and where to apply your budget
2. Identify your target customer – start planning who is most likely to be interested in your business
3. Create a communications plan – develop content to engage with people in the right way
4. Creating a branding and marketing strategy – putting guidelines in place to get your message right across your team
5. Brand narratives and storytelling – structuring when to say the right thing
6. Ways to improve customer experience – making sure your communications are on point
7. Mobile friendly website design – an accessible website for all devices
8. Customer experience – Audience segmentation in digital marketing – allow the option to personalise your offer and privacy settings whilst narrowing down your audiences
9. Mailchimp automation – save time and money whilst you improve customer satisfaction
10. Marketing analytics, measurements and ROI – the best way to use the best qualitative and quantitive tools for the job


Simple steps for building your digital marketing roadmap

Don’t let your best plans get postponed for another year. Instead, drop them into this workable framework and give yourself an annual structure to optimise your business efficiency and success. Head to step one to learn more about how to set a marketing budget.


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Written by Tula Wild

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