How to Start a Digital Marketing Strategy – The First 90 Days

I recently spoke at the BMA-NJ Digital Marketing Summit on “The First 90 Days of a Digital Marketing Strategy”. Folks at the event gave me some nice feedback, so I thought I would review the same approach here, along with some links to free tools and some useful infographics.

BMANJ Digital Marketing Summit Steve Cummins 2

For me, the First 90 Days can be split into three sections:

  • Baseline & Benchmark(30)
  • Build the Foundation ( 60)
  • Implementation (90)

Baseline & Benchmark

As with most things in business, it’s tough to know where you’re going until you know where you are. So the first step is to draw a baseline of your current digital footprint – website, search and social.

1) At, you can get a traffic ranking of any website – a numerical value relating to how often the site is visited compared to all other sites. Do this for your own site, and your major competitors, to see how you stack up

2) Log into your Google Analytics account (assuming your web guys have set it up). Make a note of average visitors, bounce rate, avg pages viewed, source of referrals and any of the other elements that you think are relevant to you

3) Run a free website audit on Nibbler. It gives a fairly detailed ranking on the effectiveness of your site over 17 elements, and then drills down to give you ideas on how to improve. The free version only looks at 5 pages, but it’s a great start. can also give you some insights.

4) Look at all of your social media pages. Are they actively updated? Do they reflect your brand values and core message? Is it easy for visitors to interact?  Do you have a presence where you need to be? And then do the same for your competitors. I recommend using a simple Excel grid to record how each company rates for each social platform.

5) Start developing a Keyword list. OK, seems like this one might be a whole blog post on it’s own. Let’s just say there are two ways to do this – “Quick & Dirty” or “Normal”. I’ll go into more detail in a future post.

So, there you have it – almost the first 30 days, with the exception of keywords.

The full presentation is available on Slideshare; and I’ll continue these posts over the next week or two.

Until then, as a preview of the rest of the 90 days, take a look at my Pinterest Board.

And let me know what tools you use to benchmark your Digital performance.

Published by Steve Cummins

VP of Marketing at Opengear; B2B marketing professional with global experience, specializing in technology products; Digital marketing enthusiast. Opinions are my own.

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