How to Build a Digital Marketing Strategy from Scratch: A Guide for Entrepreneurs Looking to Stand Out Online
Building a digital marketing strategy can feel overwhelming, especially if you're just starting out or focusing all your energy on perfecting your product or service. But in today’s world, where having an online presence is non-negotiable, a well-crafted strategy is what sets successful brands apart from those that go unnoticed.
If you’re starting from scratch, this guide is for you. I’ll walk you through the step-by-step process of creating an effective digital marketing strategy that aligns with your purpose, helps you gain visibility, and connects you with the right audience.
Step 1: Define Your Purpose and Goals
Before diving into tools and platforms, you need to get clear on what you want to achieve with your digital strategy. Are you aiming to build brand awareness? Generate more leads? Or perhaps you want to turn your social media followers into paying customers?
Having a clear goal is your strategy’s compass. For example:
Main goal: Increase sales for your product.
Specific goal: Grow website traffic by 20% over the next 3 months.
Make sure your goals are SMART (Specific, Measurable, Achievable, Relevant, and Time-bound).
Step 2: Know Your Audience
One of the most common mistakes entrepreneurs make is trying to speak to everyone. The truth is, effective digital marketing is all about understanding exactly who you're speaking to.
Ask yourself:
Who is your ideal customer?
What problems do they need to solve?
What are they looking for when they’re online?
Where do they spend their time (Instagram, YouTube, LinkedIn)?
Take the time to create a buyer persona, a detailed profile of your ideal customer. For example:
Name: Sofia, creative entrepreneur.
Age: 30-40 years old.
Needs: Wants to learn how to grow her business online without spending a fortune.
Favorite platform: Instagram.
Understanding your audience will allow you to craft messages that truly resonate, instead of publishing generic posts that get lost in the digital noise.
Step 3: Choose Your Channels
You don’t need to be on every platform. In fact, it’s much more effective to master one or two key channels where your audience is most active. Here are some popular options:
Instagram: Great if your brand has a strong visual element and you're targeting a younger audience.
LinkedIn: Perfect for B2B businesses or if you want to establish yourself as an industry expert.
Pinterest: Ideal for brands in design, fashion, decor, or anything visually inspiring.
Email marketing: A powerful way to build direct and personal relationships with your audience.
Choose your channels based on where your audience is and what fits your strengths and resources. If you don’t have time to manage five platforms, start with one or two and do them well.
Step 4: Craft Your Message and Value Proposition
At the core of your digital strategy is what you offer and how you communicate it. Your value proposition should answer this question: Why should people choose you over anyone else?
Here are some tips to craft your message:
Be clear and direct: Clarity always beats clever but confusing wording.
Use an authentic tone: Speak like you would to a friend—real and relatable.
Connect emotionally: Show your audience you understand their needs.
For example, if you offer web design services, your message could be:
"I help creative entrepreneurs turn their vision into websites that sell without losing their personality."
Step 5: Create Content That Adds Value
In digital marketing, content is king. It’s what will attract your audience, educate them, and ultimately convert them into customers. But creating content isn’t about posting for the sake of it—it’s about delivering something useful, relevant, and aligned with your goals.
Here are a few content ideas to get you started:
Tutorials or guides: Answer your audience’s biggest questions. For example: “How to design a logo for your brand in 5 steps.”
Personal stories: Share your journey as an entrepreneur. This builds trust and relatability.
Case studies: Showcase how you’ve helped other clients achieve their goals.
Visual content: Infographics, photos, or videos that grab attention quickly.
Each piece of content should be designed to guide your audience through their customer journey—from discovering your brand to making a purchase decision.
Step 6: Measure, Adjust, and Optimize
A digital marketing strategy isn’t something you create once and forget about. It’s an ongoing process of testing, learning, and improving. Make sure to track your results so you know what’s working and what’s not.
Key tools to use:
Google Analytics: To track website traffic.
Metricool or Buffer: To analyze your social media performance.
Email marketing platforms like Mailchimp: To monitor open and click rates.
Set a habit of reviewing your key metrics monthly and making adjustments. If a campaign isn’t performing as expected, don’t be afraid to experiment with new ideas or formats.
Final Thoughts
Building a digital marketing strategy from scratch isn’t about magic formulas or big budgets. It’s about clarity, consistency, and genuine connection. Take the time to understand your audience, be authentic in your messaging, and stay open to learning and evolving.
Remember, you don’t have to be perfect to start. Your strategy can (and should) grow with you. The most important thing is to take that first step, measure your results, and keep going.
Question for you: What’s your biggest challenge when it comes to creating a digital marketing strategy for your business? I’d love to hear your thoughts in the comments.