Are your customers finding your business online? Do you want to increase traffic to your website? Is your digital marketing plan strategic, measurable, achievable, relevant and timely? Help your customers find you online, increase traffic to your website, build your online brand | Step 1 - Review, Step 2 - Evaluation, Step 3 - Take Action | http://www.lauradunkley.com/site/digital-marketing-3-step-program

1. LAURADUNKLEY.COM
S.M.A.R.T. DIGITAL MARKETING
ARE CUSTOMERS
FINDING YOUR
BUSINESS ONLINE??

2. 88%of marketers indicate that
social media generates
exposure for their
businesses.2
Google receives over
57,000 searches per
second on any given day. 2
57K
of consumers who did
a local [online] search
visited a store within
five miles.2
72%
of consumers would
like to receive
promotional emails
from companies they
do business with at
least monthly.3
86%
LAURADUNKLEY.COM
√ Help your customers find you online.
√ Increase traffic to your website.
√ Build your digital brand.
Google processes more than 2 trillion, up from 1.2
trillions only four years earlier1, which means people
are looking for answers online more every year.
Google is now a primary resource for information; to
have conversations, check out reviews, answer
questions, and locate places to visit.
“Just Google it” is a common response to any
question.
3STEPS
STRATEGIC DIGITAL
MARKETING PLAN
1 http://searchengineland.com/google-now-handles-2-999-trillion-searches-per-year-250247
2 https://www.hubspot.com/marketing-statistics
3 Social Media Examiner - Industry Report, 2017
PAGE 2

3. LAURADUNKLEY.COM
Businesses of all sizes are responding to the
increasing preferences of the modern
consumer to communicate online, by
increasing their digital marketing budget.
Digital marketing is for every business, in every
industry. Even established businesses, where
online marketing wasn’t a priority, realize now
that there is value in building an online brand
for their business.
There are three key things to build a
successful digital marketing strategy.
1. Review
2. Evaluate
3. Take Action
3 Steps | Strategic Digital Marketing Plan
Small businesses spend approximately
10% of their annual revenue on
marketing.
Marketing leaders spent more on their
websites, digital commerce and digital
advertising than on other categories in
2016.
Out of 14 categories of marketing
activity, 65% of marketing leaders
surveyed told us they plan to
increase their spending on digital
advertising.
According to a
Gartner CMO
spending survey
2016-2017
http://www.gartner.com/smarterwithgartner/gartner-cmo-spend-
survey-2016-2017-shows-marketing-budgets-continue-to-climb/
Tip: Don’t skip steps one and two! The information
gathered during the first steps will inform the
development of the strategic action plan.
$
PAGE 3

4. LAURADUNKLEY.COM
Get started by reviewing your current
situation and where you want to go with your
business.
As a business owner, the review process can be
done on your own or a brainstorming session
with the team. Your management team can offer
ideas, and offer them a chance to empower
them to be part of the solution.
Any market research data or customer feedback
will be a valuable resource to inform the review
process.
3 Steps | Strategic Digital Marketing Plan
Tip: A communications consultant can offer value at this stage to help facilitate a
brainstorming session, with yourself and/or your team. They will offer 3rd party insights,
expertise, and help guide a purposeful discussion.
PAGE 4
1STEP
REVIEW • What are your business goals
and vision?
• What are the challenges?
• What opportunities are
available?
• What is your target
audience(s)?
• What skills and resources are
available to create and
implement the marketing plan
Questions to consider and lead the
discussion

5. LAURADUNKLEY.COM
Look at what your current marketing plan is and
what you’ve accomplished to date.
Reports that are important to this phase include, but are
not limited to, website analytics, social media activity,
paid online advertising, email campaigns, related
traditional marketing data, sales, and store traffic.
As part of this process, analyze the inputs/outputs/
outcomes of:
• Materials - website and social media content (e.g.
videos, blog, visuals), digital ads
• Methods - social media, website, advertising
• Messages - Do your brand, words, and other images
resonate with your audience?
3 Steps | Strategic Digital Marketing Plan
Make recommendations
Through a comprehensive analysis of the
information gathered so far, a consultant
will offer expertise in the area of digital
communication best practices, and make
recommendations to inform the digital
marketing plan so that it will be scalable,
actionable and strategic.
PAGE 5
2STEP
EVALUATE • What is working? Why?
• What’s not working? Why not?
• Is your marketing, offline and online,
working together?
• What traditional marketing initiatives
are being done? How can they
support the digital marketing pan?
Questions to consider

6. LAURADUNKLEY.COM
Taking the analysis of the information gathered along with the
recommendations to create an actionable strategic digital marketing plan.
A digital marketing plan should include goals and specific objectives that support
business goals, strategy overview that includes the ‘why’, how you will continue to
evaluate the plan, who is your target audience, tactics that are actionable and will
help you achieve your goals, a timeline, budget, and risks and assumptions. Make
sure to also include an editorial calendar that includes relevant events, traditional
marketing timelines, as well as materials and methods. a timeline with key
milestone review dates, a budget, action items, and an editorial calendar.
Next step is to make sure you have the right people in place to implement and
manage the plan.
3 Steps | Strategic Digital Marketing Plan
PAGE 6
3STEP
TAKE ACTION • Goals & Objectives
that support
business goals
• Strategy - the
“Why”
• Evaluation
Methods
• Target Audience
Personas
• Tactics
• Timeline
• Budget
• Risks &
Assumptions
• Editorial Calendar
A digital marketing
plan should
include:
Most small businesses do not have a marketing director, so outsourcing to a
consultant is an option. Hiring a consultant, you will have the advice and support
of an experienced, senior-level marketing specialist without having to pay the full-
time salary of one.

7. LAURADUNKLEY.COM
Often businesses skip steps one and two and go right to the ‘doing’
part of the marketing plan. It takes time to get to this point. Reviewing
your current situation and goals for the future will help target marketing
initiatives to save money and get the best results.
Successful digital marketing strategies are agile and able to respond to
the changing needs of customers and technology. Businesses need
to ensure they have the resources and skills in place to evaluate and
make necessary changes. The strategy should be used as a
guideline with a thorough review annually and milestone reviews every
month.
3 Steps | Strategic Digital Marketing Plan
PAGE 7
3
STEPS
1. REVIEW
2. EVALUATE
3. TAKE ACTION
be discoverable,
be engaged,
watch your
business grow!
laura@lauradunkley.com
289.821.4651
lauradunkley.com
@lauraldunkley
linkedin.com/in/lauraldunkley
email
phone
website
twitter
linkedin