Digital Marketing

strategy

plan of action designed to achieve a long-term or overall aim.

digital marketing strategy

plan that outlines how to use digital channels to achieve marketing goals

Mission Statement

A business’ purpose and how it differentiates itself from others in its industry.

SMART Goals

A goal-setting method that can help define and measure the success of the goals of a campaign.

It stands for ‘specific,’ ‘measurable,’ ‘attainable,’ ‘relevant,’ and ‘time-bound’

Unique Selling Point (USP)

An explanation of why a product or service is better than the competition.

Key Performance Indicator (KPI)

A measurement used to work out how successful a business is in its effort to reach a business or marketing goal.

SWOT analysis

An audit that identifies a company’s strengths, weaknesses, opportunities, and threats.

Soft goals

qualitative goals that focus on improving aspects like customer sentiment or engagement.

Hard goals

Goals that drive measurable business growth.

Brand perception goals

• goals that focus on how your brand is viewed by customers

• Includes attributes like trust, reliability, and brand awareness.

Customer acquisition goals

Goals centred around attracting new customers or driving conversions

Digital presence

Helps businesses identify their strengths and weaknesses to stay ahead.

digital presence audit

systematic evaluation of a business's online footprint, covering how easy it is to find the business, the completeness of its information, and how well it engages customers.

Gap Identification

Used to identify missing channels or incomplete information, like outdated contact details.

Findability

Measure how quickly and easily customers can locate you through search and social media.

Conversion points

Spot any hurdles or obstacles in online ordering or contact options that could be improved for user convenience.

Consistency Check

Check if branding elements — like logos, colours, fonts, and tone of voice — are consistent across all channels.

audit

A thorough ___ ensures a business's online presence is optimised and up-to-date.