How to Create a Digital Marketing Strategy from Scratch

If you’re starting fresh in the digital world, the idea of creating a marketing strategy from scratch can feel overwhelming. Where do you begin? Which channels should you focus on? How do you know if it’s working?


The truth is, a well-built digital marketing strategy is less about guessing and more about following a clear, proven process. In this guide, we’ll walk you through each step — whether you’re a small business in Dallas-Fort Worth or a national brand looking to grow online.


Step 1: Define Your Goals


Every strong marketing strategy starts with a clear goal.

Ask yourself:


  • Do I want more website traffic?
  • Am I focused on generating leads?
  • Is brand awareness my priority?


Pro Tip: Make your goals SMART — Specific, Measurable, Achievable, Relevant, and Time-bound.



Step 2: Identify Your Target Audience


Understanding your audience will shape every part of your strategy.

Consider:


  • Age, location, and demographics
  • Interests and challenges
  • Online behavior (where they spend time online)


For local businesses, knowing your Dallas-Fort Worth audience (or whatever region you are in) is especially important — you’ll want to tailor your SEO and ads to local search trends.



Step 3: Choose Your Channels


Not all platforms work for every business. Popular options include:


  • SEO (search engine optimization) – Build organic traffic from Google
  • 5 Reasons Every Small Business Needs SEO
  • PPC (pay-per-click) Advertising – Quick results from paid search or social ads
  • Social Media Marketing – Connect with audiences on Instagram, LinkedIn, TikTok, or Facebook
  • Email Marketing – Nurture leads and keep customers engaged
  • Content Marketing – Use blogs, videos, and guides to educate and attract



Step 4: Develop Your Message & Branding


Your message should answer:


  • Who are you?
  • What problem do you solve?
  • What value do you provide over the competition?


Consistency in tone, style, and visuals builds brand trust — from your website to your social media posts.



Step 5: Create a Content Plan


Plan your marketing content in advance with a content calendar.

Ideas to include:


  • Blog posts (remembering to keep them SEO-focused)
  • Social media campaigns (consider holidays, local events, etc.)
  • Email newsletters
  • Videos, reels, or webinars



Step 6: Set Your Budget


Decide how much to invest in:


  • Paid advertising
  • Content creation
  • Tools (SEO software, email platforms, etc.)



Step 7: Track, Measure, and Adjust


Digital marketing is data-driven. Use tools like:


  • Google Analytics (track traffic and conversions)
  • Google Search Console (monitor SEO performance)
  • Social media insights (track engagement and reach)



Review results monthly and adjust as needed.



Final Thoughts


A successful digital marketing strategy isn’t built overnight — it’s a process of planning, testing, and refining. By starting with clear goals, knowing your audience, and focusing on the right channels, you can create a strategy that actually drives growth.


Need help building your plan from scratch?


Schedule a free strategy session with Atlatl Media and we’ll help you hit the ground running.