A digital marketing strategy or website plan should have 6 key elements: 1) Define what the website needs to do for the business, 2) Identify the target personas and what motivates them, 3) Question what information the personas want to know, 4) Answer by creating content that addresses the personas' questions, 5) Structure how the goals of the business and personas will be achieved, and 6) Measure how goals will be monitored on an ongoing basis. Developing this type of well-defined plan will help create a website that can be held accountable.

2. Online success isn’t accidental.
It takes time, money and a detailed
Get real.
PLAN.

11. Your digital marketing strategy
is your website’s job description.
HAVE A PLAN.

13. Know what you expect your
website to do for your business.
#1.
DEFINE.

14. Don’t focus on the how.
Focus on the…
WHAT.

18. Know who your website needs
to target.
#2.
IDENTIFY.

22. what challenges and drives your personas.
Use this to…
RELATE TO THEM.
Brainstorm

24. by good websites.
RARELY TARGETED
Decision-makers are

26. Determine what information
your target personas want.
#3.
QUESTION.

28. Record every question your
personas may have.
DON’T AVOID ANY.

30. Plan what content you need to create
to address your persona’s questions.
#4.
ANSWER.

32. Determine how both you and your
personas will achieve your goals.
#5.
STRUCTURE.

38. Clearly define how you will monitor your
goals on an ongoing basis.
#6.
MEASURE.

41. 1. Define.
2. Identify.
3. Question.
4. Answer.
5. Structure.
6. Measure.
Remember…

42. how to develop a website that
can be held accountable.
You now know
CONGRATS.