Creating a Digital Roadmap for Your Marketing Strategy, Part III: Building Your Roadmap

Posted in Digital Roadmap, Digital Marketing, Strategy by Kendra Uminger

In Parts I and II of our digital roadmap series, we talked about the importance of analysis and planning for your digital marketing strategy. If you’re looking for a good way to make the most of your marketing dollars and create more business for your brand, a roadmap is essential. Analysis helps you identify your priorities and realign your budget to your target customer, and planning for your future helps ensure you’re not spending money without seeing returns. Let’s learn how to build your roadmap and grow your business:

Step 3: Build Your Plan

Once you assess your business model and plan for your marketing future, it’s time to build the necessary tools to fulfill what you outlined in the planning phase. The building phase may vary from company to company, but they may include:

  • Email templates.
  • Landing pages.
  • A dashboard for measuring your digital marketing efforts.
  • A marketing automation channel.
  • An optimized website. For example, does your website have a blog with optimized content? An “About Us” page to establish trust? Social sharing sticky buttons? Google analytics? A compelling CTA on each page?
  • Lead generation tools.

Keep in mind that your tools will vary based on the results of your assessment and planning phase. Avoid the “everything but the kitchen sink” phenomenon, and stick to techniques that work with your target buyers.

Step 4: Drive Visitors to Your Website

In the drive stage, you’ll think about activities that will drive traffic to your site. Based on your analysis and business goals, you may choose to use:

  • Email marketing campaigns like email blasts and newsletter subscriptions.
  • Traditional paid campaigns like Google AdWords, Facebook, or LinkedIn.
  • Social media posting and other online PR tactics.
  • Blogging about relevant topics to your target customer.

Step 5: Optimize Your Efforts

In the optimization stage, you’ll determine how to maximize your investment. This requires optimizing your current assets to assure the best user experience and conversion rate. The measurement and analysis tools you determined in the planning phase come into play here. Once you determine your asset’s success rate, you can determine where to optimize each one and make the most of your marketing dollars.

Step 6: Grow Your Business


Your digital roadmap is not static – it should evolve as your business grows. You must continually innovate and optimize to attract new buyers, generate new leads, and nurture your existing ones. Think of content and features that will support your buyer personas through every step of their journey. Your lead generation offers may also evolve, so revisit and target these frequently.

These are the basic steps of building a digital roadmap. Using one, you’ll be able to navigate the complex world of digital marketing, appeal to customers, and grow your business. Creating a digital marketing strategy is an undertaking, but it’s well worth the effort. It’s also not a job you have to do alone. Elevator’s marketing experts can help you plan your digital roadmap for free – contact us to learn more. We’re here to help you create business success!

About Kendra Uminger

Kendra is an Inbound Marketing Strategist at Elevator. Using her unique combination of creativity and obsession with detail, she helps her clients drive massive increases to traffic, leads, and opportunities through strategic inbound marketing campaigns.
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