How to Build a Digital Marketing Strategy (Without Wanting to Chuck Your Laptop Out the Window)
So there I was, 2 a.m., laptop glowing like the gates of heaven — except, nope, it was just a blank Google Doc mocking me because I had absolutely no clue how to start planning a digital marketing strategy. I had ten browser tabs open, seven half-read articles, and one cold cup of tea I kept reheating and forgetting about.
Sound familiar?
Yeah. If you’re here, you’re probably knee-deep in trying to get your business — or blog, or personal brand — out into the world. But digital marketing strategy? That phrase feels as vague and intimidating as a tax audit. Or worse — like trying to fold a fitted sheet.
But hey, take a deep breath. You’re not alone. And this is not one of those guides, where you end up feeling like you’re 15 steps behind some 24-year-old genius on LinkedIn. This guide is for actual humans who want to set out on the path of building a smart and solid digital marketing strategy, without losing their sanity.
So let’s get started!
Problem: You’re Flailing in the Digital Void
Here’s the thing — most people don’t start with a strategy. They start with noise.
You see a reel trending on Instagram? You try it. Some guru says TikTok is the place to be? You’re suddenly filming videos in your living room at 11 p.m., questioning your life choices. You launch a Facebook ad, spend $30, get two clicks, and one of them was your mom. (Love you, Mom.)
You do a little of this, a little of that… and then wonder why nothing’s sticking.
I get it. I’ve done it. And if you’ve ever felt like you’re “doing all the things” but still getting crickets, you’re not broken — your strategy is.
Or maybe you never had one in the first place.
Agitation: Why Winging It Doesn’t Work (Even Though It Feels Easier)
Look, spontaneous creativity is great. It’s romantic. It’s what Instagram dreams are made of. But when it comes to digital marketing? It’s kind of like cooking without a recipe and just hoping you don’t poison anyone.
Without a real plan, you end up:
- Posting content that doesn’t connect.
- Attracting the wrong audience (like those random bot accounts with zero posts and a profile pic of a cat).
- Burning out faster than a candle in a hurricane.
- And yeah, wasting a lot of money and time.
And the worst part? When it doesn’t work, you blame yourself.
You think, “Maybe I’m just not cut out for this.” When really? You just needed a game plan.
Alright, let’s fix that.
Solution: How to Actually Build a Digital Marketing Strategy (Step by Relatable Step)
Forget the buzzwords. Here’s what building a digital marketing strategy really looks like, in real-life human terms.
1. Know Who the Heck You’re Talking To
You ever tried talking to everyone at once? It’s like trying to flirt with a whole room — you just come off weird.
You need to know your people. Like really know them.
Think beyond demographics. Try this:
- What keeps them up at night? (Besides doomscrolling.)
- What do they secretly Google at 2 a.m.?
- What do they say they want vs. what they really want?
Let me give you an example: I once worked with a wellness coach who said her audience was “women in their 30s and 40s who want to get healthy.” Cool. But when we really dug in? They were new moms, bone-tired, anxious, and scrolling Instagram while hiding in the bathroom. That changed everything — from the tone of her posts to the time she scheduled her emails.
When you get that specific, your messaging clicks. People feel seen. And that? That’s magnetic.
2. Get Real About Your Goals
“More followers” isn’t a goal. Neither is “go viral.”
Ask yourself: What’s the point?
- Is it to sell a product?
- Book more calls?
- Grow your email list?
- Build community?
Set a few key goals. Keep them focused. “I want 10 new email subscribers a week” is specific. “I want to grow brand awareness” is fluff — make it sharper.
And remember: You don’t need 100,000 followers. You need the right 1,000. (Shoutout to Kevin Kelly for that truth bomb.)
3. Pick Your Playground (Don’t Try to Be Everywhere)
If I had a dollar for every time someone said, “You should be on TikTok,” I’d have… well, not a yacht, but maybe a pretty solid kayak.
The pressure to be everywhere is real. But unless you’ve got a full team or supernatural powers, that’s a straight ticket to burnout town.
So ask: Where does your audience actually hang out?
Choose 1–2 platforms. Master them. Post intentionally. Track what works. You can always expand later.
Personal tip: I started with Instagram and email marketing. It felt manageable. I knew my people were there, and I could build actual relationships without feeling like I was screaming into the void.
4. Create Content That Doesn’t Suck (And Doesn’t Burn You Out)
Here’s where a lot of folks panic. “I don’t know what to post!”
But honestly? You do know. You just haven’t organized your thoughts.
Here’s my messy-but-effective way to plan:
- Jot down 5 things your audience always asks you.
- Write 5 myths about your industry that drive you nuts.
- Think of 3 stories from your life that could teach a lesson.
Boom. You’ve got 13 content ideas. And guess what? Those kinds of posts feel real. People love real.
And remember: You don’t need to post every day. You need to post consistently, and with purpose.
Also — recycle your content. That killer caption from Instagram? Turn it into a reel. Expand it into an email. Repurpose like your sanity depends on it (because it kind of does).
5. Track What’s Working (And What’s Just Noise)
Look, I’m not a numbers person. I avoid spreadsheets like I avoid people who talk during movies. But data? It doesn’t lie.
You don’t need to go full nerd. Just check in weekly:
- What posts got the most engagement?
- Where did traffic come from?
- What converted into sales or sign-ups?
Cut what’s not working. Do more of what is. Marketing isn’t about doing more — it’s about doing what works, better.
6. Build Your Email List Like It’s Your Retirement Plan
I know, email sounds kinda 2006. But trust me — it’s gold.
Algorithms change. Platforms die. (RIP Vine.) But your email list? That’s yours.
Offer something juicy in exchange for an email — a mini course, a checklist, a spicy secret. Then show up in their inbox like a good friend: helpful, funny, honest. Not spammy.
And for the love of all things holy, don’t make your emails boring. Nobody needs more “newsletters.” Give people a reason to open. Be weird. Be kind. Be useful.
7. Don’t Forget the Human Stuff
People smell fake from a mile away. You know what they crave? Realness. Vulnerability. Imperfection.
You don’t need polished videos or expensive branding to build trust. You need you. Show your face. Share behind the scenes. Admit when you mess up.
That one time I accidentally sent an email with the subject line “INSERT SUBJECT HERE”? Yeah, I turned it into a post. Got way more replies than any “perfect” email ever did.
We’re all just people talking to people. Never forget that.
Final Sip of Tea (a.k.a. Conclusion, But Cooler)
A successful digital marketing strategy doesn’t depend on who has the loudest voice, or the most property space all at once, but rather finding your lane and knowing who your people are and being intentional and purposeful when you show up. And on this journey you don’t have to be 100% correct. You just have to take the first step. One post. One email. One heartfelt conversation at a time. And right now… while you’re reading this you could pick up that tea you were drinking earlier, microwave it, open a document on your computer and start mapping out your plan. Just remember that imperfect progress will always trump perfect inaction. Every time. You can do this.
And if you get stuck again — you can come back here and we can chill out. I’ll be here, with my lukewarm mug of tea, cheering you on.
