Social Media For Online Businesses: Simple Marketing Templates To Build A Mind-Blowing Strategy

Jan 05, 2019

Setting your plan

Welcome to the ‘meat and potatoes’ of your planning. I want to dive into building your digital marketing strategy. This plan will serve as the map of your foundation and will be highly referenced to make sure you are on the ball. Your complete plan will include a business strategy, a customer (branding) strategy, and a marketing strategy.

If you haven't done so already, check out my guide on building your sales ladder. It will help you with this guide as well.

3 types of media

The campaigns you create for your plans will be either a paid, owned, or earned campaign. These are the three types of media for digital marketing and it is important to understand how they will be used throughout your strategy build.

  • Paid - a paid campaign are anything you pay for to promote your product or service  
    • Facebook/ Instagram paid ads
    • Paying a website for a guest blog
    • Physical marketing opportunities
  • Owned - Everything that you own and can use to promote your product or service
    • Email
    • Social media accounts
    • Your website blog
    • Podcast
  • Earned - Your own “organic press”. The online mentions and feedback your brand has earned
    • Social mentions
    • Articles written about you
    • Shared content
    • Testimonials and reviews

Creating a business strategy

A business strategy should give a short, clear, and concise purpose for your company. It should detail the value that you plan to provide as well as your purpose and objectives. Here are elements to include in your business strategy. (See an example below)

  • Mission statement
    • A one sentence summary that shows what you are trying to do.
  • Organizational objectives
    • 3 objectives that are necessary to keep the business running and to maintain the brand identity.
  • Value proposition
    • Why do you stand out? What makes you unique and why would someone choose you over your competition?
  • Elevator pitch
    • Short Summary of your brand

If you struggle finding three organizational objectives for your company here’s a tip. Think sales, community involvement, and your outreach efforts. What is necessary within these three categories to keep your business afloat?

When you complete your business strategy, you are now ready to move on to creating a customer strategy. We will focus on segmenting your audience goals to further understand how your business goals will be met. This is called shared value experience. You want to satisfy your customers objectives when delivering your solutions. Here are terms that we will be using to create your customer strategy.

  • Target audience - This will be the potential prospects you will be targeting. Think about your customer demographics in relation to your brand. What helps most is the persona exercise mentioned earlier. You need to choose three different segments related to age, demographic, and gender when considering your products.
  • Audience goals - This is what your target demographic is looking to achieve in regards to your products. Why did they purchase from you or sign up for your newsletter? What benefit do they acquire?
  • Audience technology - This is where your target demographic will be. Understanding what technology they use as well as frequent sources will show you how and where to promote your brand online. If they’re younger they may be on a few more social media platforms. In comparison an older demographic may concentrate more on relevant articles and reviews.
  • Business goals - What are you looking to accomplish within your target demographic? Your business goals should be a short goal that is relative to both your demographic as well as your 3 organizational objectives
  • Shared values - Your shared values are the result of goals and objectives achieved by both your prospect and your business
  • Key Performance Indicators (KPI) -  Your KPI will be what you will use to measure whether or not you have accomplished your goal. Measuring your success is important so that you know what you need to do different as well as understand what strategy works best.

Choose your demographic

Start off by selecting three target demographic groups. Define their goals as well as what technology each demographic uses.

Find a shared value experience

Next create a table for each demographic segment with its corresponding goal. Remember those three organizational objectives you have created? You will need to find a unique shared value experience between your business objectives and your target demographic goal.

Create KPIs

Last but not least, how will you measure this shared value? Look at an example chart of both a customer and audience strategy worksheet.  I have also included a downloadable template to start your own chart.

Creating a Marketing strategy

At this point you have created a business strategy and a customer strategy. You should have 3 organizational objectives per target demographic as well. We can start building our marketing strategy by taking a granular look at each of the 3 organizational objectives per target demographic. By this point you should have a good understanding of what channels, sources, and technology each of your target demographic groups actively use. Here is what we will use to complete your marketing strategy

  • Business goal - 1 of the 3 goals defined in your customer strategy template
  • Audience - The target demographic we will strategize for
  • Channel/Source - The marketing channel or source that we will use for this audience. Knowing where they are and what they use will help guide you in selecting the right sources
  • Paid media - Online promotion that you pay for
  • Earned - Online promotion that is earned. “The Organic Press”
  • Owned media - Online promotion that you own and can post.

  1. Start this worksheet by identifying the goal and the audience that you will focus on. Each target demographic group should have 3 goals created for them.
  2. Identify a combination of three channels or sources you will be using. Are your customers on Facebook? Maybe they’re more inclined to read blogs and articles. Use your research to help guide you.
  3. Create a paid, owned, and earned plan per source. This will give you a great overview of how you need to marketing and promote your business online. Use your marketing tools to help you schedule events and stay ahead of your strategy.

I would not recommend using all paid, owned, or earned media for each source as it may not be to your greatest advantage. For example if your audience is on Facebook and Pinterest, you may be inclined to create Facebook Ads to expose your brand but not on Pinterest. At the end it all comes down to what is comfortable for your marketing budget as well as the amount of time you will need to spend on your projects. Check out this example of a marketing strategy template to help you get started today.

Map your project -Marketing Funnels

Before I conclude this guide I want to briefly cover marketing funnels. I will not go into much depth with this topic but it will be covered in my upcoming guide “Digital marketing - Marketing Funnels”. You can apply everything you have learned to start building funnels.

Think about a structure of a funnel. The top is wide and and it goes towards the bottom, the opening gets narrow. That is the same function of a marketing funnel. There are 4 main components to a marketing funnel:

  1. Awareness - a prospect has to become aware of their problem and your solution
  2. Interest - a prospect begins to explore the products or services available
  3. Desire - or consideration, a prospect wants to make a purchase but it may or may not be with your brand
  4. Action - The final action


The top of your funnel is where your customer becomes aware of their problem and your solution. But if they’re aware of your solution to their problem, why didn’t they take action? 92% of customers visiting a retailers website for the first time aren’t there to buy (Episerver). Also the average landing page conversion rate across all industries is a mere 2.35% (Wordstream). This means you should prepare to be in front of your customer in each stage of the marketing funnel. Consider using marketing tools for automation as well as remarketing. Check out my complete resource guide for information on great tools aimed to give you an advantage to grow. [Resource guide]

I want to show you how to integrate your funnel in your sales ladder. We have to use a vertical approach in which each step of your sales ladder will have a funnel. Essentially, you will begin to create funnels within funnels to move your prospect from one stage of the ladder to the next. (See example below). This way your customers can continue to receive value from your business and it literally becomes a revolving stream of income. Remember each step of your ladder incorporates each area of the typical marketing funnel. Your automation, strategy and plan needs to satisfy each of these areas per ladder step.


This guide was created to help out anyone looking for marketing strategy advice. Do not let this guide be the extension of my help to you. I want to be involved in creating success in any way possible. Feel free to contact me via email with any questions you may have regarding your business and your strategies.

I want to leave with thanking you. You are apart of a larger community hungry for success and motivated. You motivate me to continue providing and I appreciate that. Taking the initiative to read this guide today and apply your business is the first step success. My only goal now is to lead you through your journey to the top. And remember: Your dreams are there, take what's yours!

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