A digital marketing strategy connects a business objective to a specific audience, offer, distribution choice and measurement plan. The example below uses a fictional commercial-cleaning company. Its numbers are planning assumptions, not a case study or forecast.
The example strategy
| Choice | Example |
|---|---|
| Objective | Win three suitable recurring contracts during a twelve-week pilot. |
| Audience | Local offices within the service area that need recurring evening cleaning. |
| Offer | A site visit followed by a scoped quotation; no price promise before requirements are known. |
| Evidence | Explain staffing, service checks and relevant verified references. |
| Acquisition | Focused local search activity and introductions from complementary service providers. |
| Decision page | Service area, scope, exclusions, quotation process and contact route. |
| Follow-up | A named coordinator checks fit and schedules visits. |
| Budget | Illustrative ceiling of €1,800 in advertising plus separately recorded production and sales time. |
Translate the target into assumptions
If one in four qualified site visits becomes a contract, three contracts require twelve qualified visits. If half of valid enquiries lead to such a visit, the plan needs 24 valid enquiries. The €1,800 advertising ceiling would then allow €75 per valid enquiry before other costs. That is a constraint to test, not a market benchmark.
The company must also check delivery capacity and contract contribution. A campaign can meet its enquiry target while attracting work that is unprofitable or impossible to staff.
Run the twelve-week pilot
- Prepare the service page, references and enquiry handling.
- Test submission, assignment and confirmation with example requests.
- Launch the selected routes with a clear spending limit.
- Review invalid requests, geography and response delays each week.
- Follow the same enquiry group through visits, quotations and contracts.
- At the agreed review, continue, change the offer or stop based on quality, economics and capacity.
Reuse the structure
Objective and period: Audience and exclusion criteria: Offer and supporting evidence: Primary acquisition route: Page and next action: Follow-up owner: Cash budget and available hours: Conversion assumptions: Review date and stop conditions:
Replace the fictional values with your own evidence. Do not copy a channel choice simply because it appears in an example; the audience and buying task must justify it.
