Downloadable: Digital Strategy Planning Worksheet (Goal-Setting Matrix + Channel Selection Tool)

🔹 Intro: Why a Strategy Is Crucial

• 70% of businesses operate without a clear marketing strategy — and it shows.

• The difference between scattered tactics and an actual game plan.

• What you’ll learn: how to build a focused, adaptable, ROI-driven digital strategy.

Section 1: Define Your Business Goals

Objective: Make sure marketing aligns with business outcomes.

• Types of goals: brand awareness, lead gen, sales, retention.

• Use SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound).

• Tie marketing KPIs to business OKRs.

📝 In the Worksheet:
Goal-Setting Matrix — Plug in your business goals and break them down into specific marketing objectives.

Section 2: Know Your Audience Inside Out

Objective: Create detailed buyer personas to guide content and targeting.

• How to conduct interviews, surveys, and use analytics tools (Google Analytics, Meta Insights, etc).

• Build personas based on pain points, motivations, behaviors, and objections.

• Segment by buying stage (cold, warm, hot traffic).

📝 In the Worksheet:
Customer Persona Builder — Guided prompts for defining ideal customers and segments.

Section 3: Perform a Digital Audit

Objective: Understand where you stand before making moves.

• Analyze website performance (speed, UX, SEO).

• Audit existing channels: Email, Social, PPC, SEO, Content.

• Look at competitors: messaging, positioning, channel mix.

📝 In the Worksheet:
Channel Audit Checklist — Inventory your current digital assets and performance benchmarks.

Section 4: Choose Your Marketing Channels Wisely

Objective: Focus on what moves the needle, not just what’s trendy.

• Earned, Owned, and Paid media — what they are and how they fit.

• Choosing channels based on audience location, budget, and goals.

• Core channels to evaluate:

  • Organic (SEO, Content)

  • Paid (PPC, Meta Ads, Display)

  • Email

  • Social Media

  • Affiliate

  • Influencer

  • Retargeting

📝 In the Worksheet:
Channel Selection Tool — Scorecard to rank each channel based on cost, reach, effort, and impact.

Section 5: Build Your Messaging & Offer Strategy

Objective: Craft irresistible messaging tailored to each segment.

• Use frameworks like PAS (Problem-Agitate-Solution), FAB (Features-Advantages-Benefits), or StoryBrand.

• Define your core value propositions.

• Match messaging to each stage of the funnel.

📝 In the Worksheet:
Messaging Map Template — Create key messages per persona and funnel stage.

Section 6: Create a Content Plan

Objective: Build consistency and engagement across channels.

• Content pillars and categories.

• Plan for frequency, format, and distribution.

• Use tools like Notion, Airtable, or Google Sheets for scheduling.

📝 In the Worksheet:
Editorial Calendar Starter Kit — Monthly planner with prompts + sample schedule.

Section 7: Set KPIs and Measure Success

Objective: Make sure your strategy is data-driven.

• Define KPIs for each channel and campaign.

• Use tools like GA4, Looker Studio, Meta Business Suite.

• How to review data monthly/quarterly and adjust.

📝 In the Worksheet:
KPI Tracker Template — Editable table to log results, learnings, and adjustments.

Final Thoughts

Your strategy should evolve as your business grows. Don’t set it and forget it. Use the worksheet to build a living document you can revisit monthly or quarterly.

📥 Call to Action:
Download the [Digital Strategy Planning Worksheet] now and start building a strategy that’s aligned with your goals and built to scale.