Designing a Digital Marketing Blueprint for Your Bottom Line

Scott Lambert

Before setting out to do anything, you should have a plan. A blueprint is the plan that contractors, builders, electricians, plumbers, and carpenters use to be sure that their concerted efforts are properly channeled and set out to achieve the same, desired goal. You would not consider building a house without a detailed blueprint to keep everyone on the same page and marching in the same direction.

In the same way, a business should design a blueprint for their online marketing success. And that success should contribute to an increase in profit.

This three-part article will outline the necessary steps and elements to create a blueprint for an integrated online marketing strategy to increase revenue and reduce costs – thus positively impacting your business’ bottom line.

In this article, you’ll learn how to:

• Set clear, constructive goals for your business
• Develop a tactical road map to your goals
• Craft a compelling value proposition
• Have a persuasive call-to-action message
• Conduct an online competitive analysis
• Identify operational impacts to marketing, sales, service and support
• Measure internet marketing performance

Download the Free Guide "8 Critical Ingredients for a Digital Marketing Plan" to discover even more ideas for effective digital marketing.

Set Clear, Constructive Goals for Your Business

Most businesses set out to create a website without defining a clear, constructive goal. In most cases, their primary goal is to have an online brochure that can lend legitimacy to their business. However, they have no plan to actively attract qualified site visitors and convert those site visitors to sales-ready leads or customers.

It’s not good enough to just have a website anymore. Rather, it is important that specific and measurable goals are attached to your website. How will you define success? How will you know if your Internet marketing strategy is succeeding or failing?

Before setting out with a new strategy, it is important to set a baseline with existing performance metrics. Identify your current website traffic volume, traffic sources and conversion rates. This information can be found within your company’s financial data, such as your sales closure rate and cost to generate a lead/customer. This information can also be found in your current website’s analytics account. By establishing this baseline, you can measure the impact your changes had on your current statistics.

A business’ goals should also be based on market research. Google provides free tools to identify the online search demand for your product and services. This research can help you better understand how people go about researching and buying your products and services online. By knowing this, you can tailor your strategy around what your ideal prospect is looking for online and how best to engage them.

Develop a Tactical Road Map to Your Goals

Once you’ve set clear and constructive goals, you can align tactics and strategies that will contribute to those goals. If you’re goal is to generate new customer growth, there’s a set of unique strategies made up of specific tactics that will help you move towards that goal. If you’re goal is to establish your company as a thought-leader or industry expert, you’ll need to be sure that your strategies and tactics align accordingly.


Once the strategy and tactics are identified, a tactical road map can outline the sequence of events in different phases or benchmarks. This can help outline timeline expectations and important milestones for collaboration or feedback within the implementation of each step. Below is an example of Xcellimark’s tactical road map for website development.


In part two of this article, we’ll continue to talk about other elements that are critical to your website’s success such as a compelling value proposition and persuasive call to action.

Use this digital marketing plan to start positively impacting your bottom line.

Digital Marketing Plan

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Inbound Marketing

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