Strategic Planning
Get a digital marketing strategy to increase revenue
Refine Your Business Goals With a Documented Path to Success
At Terzetto Digital, we believe that your small business will grow if you Get Focus, and that’s why we include Strategic Planning as a core featured service in each integrated digital marketing plan.
Just another way that we are committed to working with you to achieve success and to help you Harmonize Your Digital Marketing℠.
What is Strategic Planning?
Simply put, Strategic Planning will help guide your every move when it comes to digital marketing. The Internet has changed local marketing for small business, both online and offline, and having a digital marketing strategy is your roadmap to success.
Think about what happens when you travel. There is an entire industry of travel planners and concierge services who have the knowledge to guide you to the best hotels, experiences, and restaurants while you relax and enjoy the trip. They don’t do this without input from you, rather, they ask questions about your likes, dislikes, and previous travel experiences. The end result is an itinerary that is a combination of your perfect trip packaged with their expertise to give you the travel roadmap of your dreams.
The same is true of a digital marketing agency like Terzetto Digital. We sit down with you to learn your industry knowledge, the strength of your brand, and the competitive landscape. We then combine that with our over 20 years’ experience in Internet Marketing to develop the digital marketing plan of your dreams. The end result is a strategic roadmap that will help your business grow through a focus on:
- Target Market
- Content Framework
- SEO Strategy
- Advertising Strategy
- Social Media Strategy
- Email Marketing Strategy
- Content Marketing Strategy
If you want the textbook definition of Strategic Planning, it generally refers to the process of setting company priorities or goals, defining the actions to achieve those goals, then executing on those actions through a series of tactics. A good way to think of this is that “strategy” is done above the shoulders (thinking long-term, conceptual), while “tactics” are done below the shoulders (individual actions taken / tasks completed in support of the strategy).
To that end, once we define the strategy, we use over 100 tactics to achieve the desired results, such as:
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- Website Design Services
- eMail Signature Design
- eCommerce Website Design
- PPC Management
- Marketing Analytics
- Facebook Sponsored Ads
- Youtube Marketing
- Conversion Optimization
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Where Would Strategic Planning be Used?
Strategic planning should permeate your small business. It should guide your daily decisions on everything from marketing to finance, from sales to employees. A clearly written strategy with a roadmap on how to execute on that strategy is the best path from where your company is today to where you want it to be tomorrow.
A great visual explanation of Strategy was written by Vince Law where he defines that Strategy bridges the gap between what you aspire to be and what you are doing.
In other words, strategy represents the set of guiding principles for your roadmapping and execution tasks to ensure they align with your mission and vision.
When Would Strategic Planning be Used?
Strategic planning can and should be used in all areas of a small business. From a start-up creating a business plan to an established company adding on a new product line.
Consistency in digital marketing shows your target market that you are reliable and will keep them informed about your product or service. I’m sure you’ve run across many small business websites and found that their social media links don’t work, or if they do, they may have only posted to Facebook or Twitter for a couple of months and then nothing else gets posted for years. This is what happens when you put tactics before strategy. As this example Facebook screenshot indicates, the excited business owner skips the planning process and just starts posting on Facebook thinking it’ll be easy. Months later, they realize how difficult it is to post consistently about a variety of topics that interest their target market, so they just stop. The same thing happens to their website, email marketing, and paid search campaigns because they didn’t take the time for strategic planning, leaving them without a roadmap on how to execute the necessary steps to reach their goals.
Who is Strategic Planning For?
One might think that strategic planning is only for a start-up business. While most important to a new business, it can also be a powerful tool to an existing business that may be doing one of the following:
- Rebranding
- Increasing employees
- Adding new products or services
- Expanding into different geographic locations
Business growth is a good thing, however, growing pains are not. You may need to re-evaluate your strategic planning from time-to-time as revenue increases to ensure you’re are still on the right path to guiding the company where you want it to be.
How Much Does Strategic Planning Cost?
The cost of strategic planning can vary from a few hundred dollars to thousands depending on the size of the business and the scope of the goals being planned. Much of the expense comes from quality research that is invaluable to creating an actionable plan that has merit. You can save on some costs by using reputable sources of great free research, such as:
- Statistica
- Google Trends
- Competitor Research
- Industry Trade Groups
- Authoritative Bloggers
- Social Media Influencers
The good news is that strategic planning is included at no additional cost in each integrated digital marketing plan.
Are You Ready to Get Focus and Increase Revenue With a Documented Strategic Plan?
All Digital Marketing Plan Levels Include Strategic Planning
You'll Get Focus With These Featured Services
Brand Core Values
| Starter Plan | Growth Plan | Pro Plan |
|---|---|---|
Your brand defines how your customers feel as they do business with you… that emotional connection. From the visual and physical experience to written and spoken communication, reflecting your core values, and delivering on your brand promise.
SWOT Analysis
| Starter Plan | Growth Plan | Pro Plan |
|---|---|---|
SWOT stands for Strengths, Weaknesses, Opportunities and Threats, and is an important tool often used to highlight where a business or organization is, and where it could be in the future.
Unique Value Proposition (UVP)
| Starter Plan | Growth Plan | Pro Plan |
|---|---|---|
What is it that sets your product or service apart from your competition? Your Unique Value Proposition highlights why you’re different and the value that difference delivers to your customers.
Customer Lifetime Value (CLTV)
| Starter Plan | Growth Plan | Pro Plan |
|---|---|---|
What is each customer worth to you? Is it the total on a single receipt or can it be more than that? Understanding the lifetime value of a customer can help you make smart marketing decisions by not over-paying to acquire new or keep existing customers.
Document Strategic Plan
| Starter Plan | Growth Plan | Pro Plan |
|---|---|---|
Why is documenting the strategy so important? According to the 2020 B2B Content Marketing Benchmarks report, successful content marketers have a documented strategy compared to less successful ones (69% vs. 16%).