Foundations first
GA4, Tag Manager and conversion events go in before anything else. If it can't be measured, it doesn't launch.
- Analytics
- Tracking
01.1 Digital Strategy
DigitalMarketing Plan.
The definition
What is a digital marketing plan?
A digital marketing plan is a written, time-bound document that turns your business goals into specific channels, budgets, owners and KPIs. It says what happens online, in what order, who does it, what it costs, and how you will know it worked.
Strategy decides where you play. Tactics are the individual moves. The plan is the bridge between them: the part most brands skip, and the reason most campaigns feel random. It also treats your site as what it really is, a business system, not a brochure.
StrategyWhere you play, and why.
Positioning, audience and the angle you can own. See Positioning and ICP.
The planWhat happens, when, by whom, for how much.
Channels, budget, owners, dates and the numbers that prove it works.
TacticsThe individual moves.
A post, an ad set, an email. Useful only when the plan says why.
What's inside
Eight parts. Zero fluff.
Every plan we deliver follows the same structure, so your team always knows where to look and what comes next.
01
Audit
What exists, what works and what quietly leaks money: site speed, channels, tracking and past campaigns. Slow pages are a common leak, which is why Core Web Vitals are part of it.
02
Goals and KPIs
One business goal, translated into numbers you can track every week.
03
Audience and ICP
Who buys, why now, and where they actually spend their attention.
04
Channel mix
Which channels make the cut, which wait for later, and the reasoning behind each call.
05
Budget allocation
Every euro assigned to a channel, a test and a target before it gets spent.
06
12-week roadmap
Week by week: what launches, who owns it and what it depends on. Scroll down to see one.
07
Measurement setup
GA4, Google Tag Manager and attribution defined before the first campaign goes live.
08
Review rhythm
Weekly reads, monthly decisions and a quarterly reset, so the plan stays alive.
The roadmap
The first 12 weeks, one page at a time.
This is what a typical roadmap looks like once the plan is signed. Every week has a job, an owner and a reason. Your version will be different. The rhythm stays.
Fix the leaks
The audit always finds them: broken forms, slow pages, missing meta, checkout friction. Cheap fixes, fast returns.
- Speed
- UX
One page per offer
A focused landing page for the main offer, written for one audience and one action. Ads will need somewhere to land.
- Landing page
- CRO
Search starts compounding
Technical SEO fixes ship and the first content briefs go out. Search is slow, so it starts early.
- SEO
- Content
Paid goes live
Small budgets, tight targeting, a clear cost-per-lead target. Ads prove themselves before they get more money.
- Google Ads
- Meta
The first honest read
A month of data. One channel usually surprises, one usually disappoints. We move budget accordingly.
- Review
Email does the follow-up
Welcome, nurture and abandoned-cart flows. The people you already reached are the cheapest to convert.
- SMS
A content rhythm
Articles, social posts and creator content on a cadence your team can actually keep up with.
- Social
- UGC
Test, don't guess
A/B tests on the landing page and the best ads. Small changes, measured properly.
- A/B tests
Get found nearby
Google Business Profile, reviews and local pages, for every business that has a door customers walk through.
- Local SEO
Scale what works
Budget shifts towards the channels that hit their targets. The rest get fixed or cut.
- Budget
Reset the quarter
Report, review and rewrite the next 12 weeks with real numbers instead of assumptions.
- Quarterly review
The red pen
What we cross out first.
Most marketing waste comes from the same handful of habits. A good plan names them and replaces them with something you can measure.
Be on every platform.
Two channels done well beat six done badly.Clarity beats volume. Why the brands that win are clearer.
Boost posts and hope.
Every euro gets a target before it gets spent.That is how we run Google, Meta and TikTok Ads.
Report likes and reach.
Report leads, cost per lead and revenue.Set up properly with Analytics and Attribution.
Copy what competitors do.
Find the gap they keep ignoring.That starts with Positioning and ICP.
Launch now, track later.
Tracking first. Always.No data, no decisions.
Send traffic to the homepage.
One offer, one page, one action.See Landing Pages and CRO, and why beautiful websites fail.
Wait for the perfect moment.
Ship, measure, adjust.On timing and being too early.
Plans by business type
No two plans look the same.
The structure stays. The mix changes completely depending on how your customers buy. Here are four starting points we see often.
Digital marketing plan for an e-shop
For an online store, the plan follows the money: product pages that rank, ads that pay for themselves, and email that brings people back. SEO starts in week one because category and product pages compound slowly. Paid ads, Google Shopping and Meta, start small and only scale once ROAS holds. Email flows such as welcome, abandoned cart and post-purchase often earn more than any new channel.
What we usually cut: one-off influencer posts and brand campaigns without tracking. Still choosing a platform? Read what a Shopify e-shop really costs in Greece, or see our e-commerce development.
Digital marketing plan for B2B and services
In B2B, one qualified lead can be worth months of ad spend, so the plan is built around trust and follow-up. Content and SEO answer the questions buyers ask long before they talk to sales. LinkedIn and Google Ads target narrowly, by role and by intent. Email nurtures the leads that are not ready yet, which is most of them.
What we usually cut: broad awareness campaigns and posting for the sake of posting. If you can't describe your ideal client in one sentence, start with Positioning and ICP.
Digital marketing plan for a local business
For a local business, showing up in maps and "near me" searches often matters more than anything else. The plan starts with Local SEO: the Google Business Profile, reviews and location pages. Small, location-targeted ads come next. Social media keeps the place alive between visits.
What we usually cut: national campaigns and platforms your customers simply don't use.
Digital marketing plan for a new launch
A launch gets one first impression, so the plan front-loads attention and measures everything from day one. Tracking and the landing page come first. Paid ads and social create the initial reach, while SEO and email build the audience you get to keep. After six weeks, the data decides what continues.
New brand too? Pair the plan with logo and brand identity work.
KPIs that matter
Six numbers. Not sixty.
A plan is only as good as what it measures. These are the numbers we put on the first page of every report. Tap a card for the definition, and see how we set them up in Analytics and Attribution.
How we build it
Four weeks from noise to plan.
Week 1
Discover
Kick-off workshop, access to your data, and a full audit of site, channels and tracking.
Week 2
Decide
Goals, audience and the channel mix. What stays, what goes, and why.
Week 3
Design
Budget split, 12-week roadmap, KPIs and the measurement setup.
Week 4
Deliver
Plan walkthrough with your team, handover, and the first launches lined up.
Who it's for
If any of this sounds familiar.
Starting from zero
You know you need digital marketing. You don't know where to start, or what is safe to skip.
Spending without answers
Ads are running and content is going out, but nobody can say what actually brings customers.
Launching something new
A new site, product or market, and one shot to get the first 90 days right. Not sure where AI fits in? Start with an AI Opportunity Scan.
After the plan
We run it, or hand it to your team.
Every channel in the plan is something we do in-house. Pick up where the plan points, or start one step earlier.
FAQ
Questions, answered.
What should a digital marketing plan include?
At minimum: an audit, clear goals and KPIs, the target audience, the channel mix, a budget split, a timeline, a measurement setup and a review rhythm. Every plan we deliver covers all eight.
What is the difference between a marketing strategy and a marketing plan?
A strategy decides where you compete and why customers should choose you. A plan turns that into channels, budget, owners, dates and KPIs. If you don't have a clear strategy yet, we start with Positioning and ICP.
How long does it take to build a digital marketing plan?
Usually around four weeks, from the first workshop to the handover. Smaller scopes can move faster. You get a clear timeline before we start, not after.
How much does a digital marketing plan cost?
It depends on the size of the business, the number of channels and how much data already exists. After a short call we send a transparent proposal with the cost broken down. No surprises later.
Can I write my own digital marketing plan?
Yes, and the structure on this page is a good place to start. Where an outside team helps most is the audit and the red pen: deciding what to cut is hard when you are close to the business.
What is the difference between a marketing plan and a content calendar?
A content calendar schedules posts. A plan decides which channels deserve content at all, what each should achieve and how much budget it gets. The calendar comes after the plan.
Do you also execute the plan?
Yes. SEO, paid ads, email and SMS automations, landing pages and analytics all run in-house. You can also hand the plan to your own team: it is written so they can run it without us.
What do you need from us?
Access to your analytics and ad accounts, a rough picture of sales and margins, and a few hours of your team's time for the workshop and the reviews.
Is a digital marketing plan worth it for a small business?
Especially for a small business. A smaller budget has less room for waste, so deciding what not to do matters even more.
How often should the plan be updated?
We read the numbers weekly, make decisions monthly and reset the plan every quarter. Markets move, and the plan moves with them.
Ready to cross things out?
Tell us where you are. You'll get one real reply within 24 hours, and a clear next step.