Digital Marketing Strategy: Where to Begin?

Many people believe digital marketing begins the moment you create a social media page for your business or launch a website. But in reality, digital marketing is just one component of a broader marketing strategy.

So, where should you really start when planning your digital marketing?

1. Market and Competitor Analysis

Before jumping into content creation or paid ads, it's essential to understand the market in which your business operates.

Ask yourself:

• What are the current trends and forecasts in this sector?

• Are there any legal or regulatory aspects you should be aware of?

• Are there changes in the economic landscape that might impact your business?

• Who are your key competitors, and how are they positioned?

Understanding your competitive environment helps you identify opportunities and gaps you can capitalise on.

2. Target Audience and Buyer Personas

One of the most impactful elements in digital marketing is the definition of your target audience and buyer personas (or ICP).

Your target audience is defined by broader demographics such as:

• Age range

• Gender

• Location

• Economic class

  
  

Example:

If you own a speciality coffee shop in Porto, your target audience might be:Men and women aged 25 to 50, living in the Porto district, middle to upper class.

Your persona, on the other hand, is a fictional representation of your ideal customer, based on real behaviours, needs, preferences and aspirations.

Persona Example:

Joana, 26, is an HR analyst working in downtown Porto. She’s career-driven and currently taking tech recruitment courses. She enjoys coffee breaks with colleagues and loves discovering new coffee beans. Her dream? To find a café in Portugal where she can choose her coffee beans just like selecting a craft beer.

While the target audience gives you a general direction, the persona humanises your strategy and guides content creation in a more precise and relatable way.

3. SWOT Analysis

Yes, it may sound like business jargon, but a SWOT analysis is an incredibly valuable tool to help you define your digital marketing strategy with confidence.

SWOT stands for:

• Strengths

• Weaknesses

• Opportunities

• Threats

  
  

Internal Factors (Strengths & Weaknesses):

These are aspects you can control, such as:

• An experienced team

• Cutting-edge machinery

• Good management software

• Limited brand awareness

• Lack of staff

  
  

External Factors (Opportunities & Threats):

These are external elements that influence your business:

• Economic shifts

• New regulations or tax changes

• Market demand

• Stronger or more established competitors

• Supplier limitations

  
  

By crossing these internal and external insights, you’ll begin to uncover your first strategic directions, applicable to both your offline and digital efforts.

Final Thoughts

See how every element of marketing strategy is interconnected?

Instead of rushing to publish content or run ads, it’s crucial to start with a solid strategic foundation. With a well-structured plan, your digital actions will be far more effective and aligned with your business goals.

Need Help Building Your Marketing Digital Strategy?

Whether you're just starting out or looking to optimise your current efforts, I can help. From market analysis to content planning and full campaign management, let’s build your digital presence with purpose.

📩 Get in touch at mehl@elevatecollectivehub.com