Alright, let’s talk about digital marketing. You’ve got a killer product, and now you need to get it in front of the right people. Problem is, where do you even start? Trust me, I’ve been there. Setting up a digital marketing strategy is a mix of art and science. It’s like trying to put together IKEA furniture after a long week—sometimes it feels impossible. But once you get the hang of it, it clicks.

1. Define Your Goals (Or Get Lost in the Sauce)

I mean, seriously—what are you even trying to do here? Without a goal, you’re just flailing. The first thing I learned the hard way is that defining clear objectives is key. If you don’t know what success looks like, you’ll never recognize it when you get there.

Think about it this way: what do you really want from your digital marketing efforts? Are you trying to:

• Get more website traffic? (SEO, baby)
• Build brand awareness? (Everyone loves a good Instagram post)
• Generate leads? (My favorite—convert those clicks into cash)
• Or maybe you just want to make customers feel like your brand is a part of their life?

You have to decide what success looks like. Not some vague “let’s make money” plan, but something measurable. If you’re just winging it without any real goals… you’re kinda like that guy at the gym who starts lifting with zero plan and ends up in pain (that was me with SEO in 2016).

2. Know Your Audience (Get Real About It)

Here’s the thing: if you don’t know your audience, you’re basically shouting into a void. Not the vibe we’re going for. So, who’s listening? Where do they hang out? What keeps them up at night?

I made this mistake early on. My first attempt was trying to appeal to everyone. Spoiler alert: that didn’t work. I was like, “Yeah, my fitness app can help anyone!” Nope. Not everyone wants to run a marathon, and the sooner you admit that, the better.

So, get specific. Create buyer personas. Who are these people? What’s their age, income, lifestyle, etc.? Do they like to scroll through Instagram in the morning while drinking their oat milk lattes (guilty)? Or are they on LinkedIn hunting for industry trends? The more you know, the more you can tailor your content to speak directly to them.

3. Competitor Research (It’s Like Spying, But Legal)

Let’s be honest—sometimes I like to sneak a peek at what my competitors are up to. It’s not spying, it’s just being smart. Think of it as looking around at a dinner party to see what everyone else is wearing (without actually asking).

I’ve learned that if you’re not keeping an eye on the competition, you’re missing out. It’s like going to a party and not checking out the snack table—what’s the point? So, take a good, hard look at what your competitors are doing. How’s their website performing? What kind of content are they pushing? Are they just posting memes, or are they providing solid value? How often are they running ads, and are their customers actually engaging with them?

I remember this one time I was checking out a competitor’s content strategy (after some… let’s call it “research”) and realized they were just posting a bunch of fluff. I thought, “Well, that’s easy! I can do better!” And sure enough, we outperformed them by offering solid value with real-world tips.

4. Pick Your Channels (Stop Trying to Be Everywhere)

I used to think I had to be on every platform to succeed. Twitter? Check. Facebook? Check. Snapchat? Oh wait—what? Did anyone else even use Snapchat anymore? The problem with trying to be everywhere is that you end up being nowhere.

Here’s the deal: not every channel is right for you. Your audience isn’t sitting on Pinterest and LinkedIn at the same time. They’re hanging out on the platforms they like the most. So, pick the ones that align with your goals and where your audience spends their time.

Let’s be real—SEO is a game-changer for some businesses. Social media? That’s where the fun happens. PPC (pay-per-click ads)? They can boost your results fast—but only if you know how to target the right people.

So, choose your weapons wisely. Not all platforms are made equal.

5. Content is King (But Be Real About It)

Okay, so you’ve picked your platforms and goals, but none of that matters without good content. If your content isn’t connecting with your audience, you’re just wasting bandwidth. I learned this the hard way after publishing a blog post on “10 Ways to Lose Weight Fast” that literally no one read. (Please don’t ask me about the traffic numbers.)

But here’s the trick: content needs to resonate. It has to be valuable. My neighbor Tina once said her herb garden calmed her post-Zoom anxiety, and I swear, she’s not wrong. People need content that adds value, whether that’s solving a problem or just entertaining them for five minutes.

The key is consistency. If you’re only posting once every three weeks, expect zero engagement. Stay active. Post regularly. And whatever you do—make it relevant.

6. Measure and Adapt (Ain’t No Shame in That)

Now, here’s the kicker—don’t just set it and forget it. Marketing is a constantly evolving beast. What worked last month may not work today. So, track everything.

I’m talking metrics. You need to know your KPIs like the back of your hand. Traffic, engagement, conversion rates—those are your lifeblood. You gotta be like a detective here. If something isn’t working, pivot. Don’t be afraid to change things up. Remember my failed blog post? I didn’t just sit there and sulk; I adjusted the strategy and tried again.

Look, I know it’s easy to get bogged down in numbers. But it’s not about stressing over them—it’s about using those insights to tweak your approach and make things better.

7. Keep It Real—Stay Flexible

The best part about digital marketing? It’s always changing. Algorithms evolve, platforms shift, and trends pop up like weeds in a garden. The key? Stay flexible. Don’t cling to old tactics just because they worked once.

In fact, I think I read something about that in “Marketing Mishaps & Miracles” (1998). Fun fact: did you know that in the 90s, marketers were obsessed with fax blasts? Crazy, right?

Anyway, just keep testing new strategies. Adapt. Improve. You’ve got this.