Part of Marketing strategy
Digital marketing strategy
We make your channels hand off to each other.
Afterwards you know what job each online channel has, how they connect, and what happens the moment someone is ready to buy. Not a channel plan per channel. One whole that follows your audience.
What you get
One plan where every channel has a job, and a list of what you stop.
What is a digital marketing strategy?
A digital marketing strategy determines how your online channels work together, from search engines to social media and email. WIT.agency splits the work across four layers for this: getting found, persuading, converting and returning. We start from what your audience does and where it can be found, and only then from what the channels promise. You get a plan where every channel has a job, including the channels you're better off dropping.
It's also called online marketing strategy. At WIT it isn't a separate discipline: brand and digital are treated as one whole, since whoever doesn't know the channels can't build a brand, and whoever doesn't know the brand makes campaigns that don't fit.
Marketing agency based in Belgium · Works locally, nationally and internationally · For businesses and for agencies
Who it is for
For scale-ups and B2B companies whose digital marketing grew channel by channel and now needs one strategy holding it together.
Why WIT
Senior strategy from someone who has also built the campaigns and read the dashboards, so the digital plan is grounded, not theoretical.
This is why they call us.
“Every channel runs, and together it goes nowhere.”
You usually hear this from the person defending the budget. Rarely from the one spending it.
What we look at
Four layers. Every channel gets one.
Channels go wrong because they all try to do the same thing. That's why we split the work across four layers and give every channel a job in the whole. Which layer weighs heaviest depends on how your audience decides.
Find
Do you show up the moment the problem arises?
We look at what your audience searches for, even while it's still searching for the problem and not your product. The decision falls there, long before the comparison starts.
Persuade
Does what they find match what you promised?
The path from click to contact. We follow it ourselves and note where the promise changes or where the answer is missing.
Convert
Can someone do what they want to do?
Form, quote, appointment, order. We look at what happens the moment someone is ready, and that's more often the problem than reach.
Return
What happens after the first time?
Email, repeat purchases, existing customers. The cheapest growth almost always sits here, and almost nobody has a plan for it.
What it comes down to
From channels side by side to channels one after another.
What's there now
Social media for awareness, ads for leads, email for customers, SEO for traffic.
Every channel has a goal, but no channel hands anything off to the next.
What's there afterwards
Search catches the moment the problem arises. The website answers the question underneath it. Email keeps the rest warm.
Four layers handing off to each other. That's what the Find and Persuade layers deliver.
Illustrative example, not from an actual client.
The deliverable
Here's what it looks like when it's done.
One plan where the channels hang together. We go through it together, and after that it's yours.
- 01The job of each channel, and what it shouldn't do
- 02What your audience searches for, in their words
- 03The path from first contact to lead, step by step
- 04What's missing and what you stop
- 05What needs to happen first, and what can wait
How it usually goes
A fixed way of working. No fixed package.
This is the usual sequence. Where we go deep and where we keep it short gets decided during intake.
Intake
We ask the questions. What you sell online, how your audience decides, and where it drops off today.
at the table
Audit
We walk through the four layers: getting found, persuading, converting and returning. Per layer we look for the leak.
grant access
Choices
Which role each channel gets, and which channels aren't worth that role. Usually something gets cut.
decide
Writing
One plan instead of channel plans, with the order attached: what first, what can wait.
review
Landing
A session with whoever executes it, in-house or at your partners, so everyone keeps the same order.
bring everyone together
Where it varies
If everything runs on one channel, the work goes there. If your measurement isn't in good shape yet, it starts there.
Where it never varies
We never start from a channel. And if it turns out you can manage with fewer channels, we write that down, even when we manage those channels ourselves.
What it costs
No rate card. One number.
A digital marketing strategy for a business with a website and two channels is a different job than one for an organisation with a webshop, a sales team and three languages. That's why there's no fixed price tag.
What there is: once the approach is set, the number is fixed. No hourly billing, no extra costs halfway through.
What determines the scope
How many channels are in play.
Two channels and a website, or also email, marketplaces and partners.
How your audience decides.
A five-minute purchase, or a nine-month process with four decision-makers.
How much data exists.
A clean account with history, or tools that contradict each other.
One market or several.
Each extra language needs its own search analysis, not a translation of the first.
Honestly
Sometimes you need something else.
Your online channels run, but nobody knows what the brand stands for.
Look at Brand strategyYou need someone to take over management, not a plan.
Look at Search engine marketingThe problem sits in how people decide, not in your channels.
Look at Customer journey mappingYou're looking for a report to justify a decision that's already made.
Then we're not the right fitClient quote coming.
Frequently asked questions
What people ask before they start.
What does a digital marketing strategy cost?
There's no fixed rate, because scope varies by company. Price depends on the number of channels, how your audience decides, the state of your data, and the number of markets.
Is a digital marketing strategy a fixed package?
No. The four layers are fixed, since those are what make it a coherent plan. How deep we go on each layer isn't.
How long does a digital marketing strategy take?
A digital marketing strategy runs from intake to the worked-out plan, and that timeline mostly depends on how fast we get access to your data.
We already do social and Google Ads. What does this add?
Channels that each run separately are rarely smart together. A strategy fixes what each channel needs to do within the whole, where they hand off to each other, and dares to say which channel you're better off stopping.
Does this work with a small budget too?
Yes, and it matters more there. With a small budget, allocation matters more than execution: two channels that hand off well beat five channels each doing a piece.
Do we need to be present on every channel?
No, and that's usually the first finding. Being present everywhere isn't a strategy, it's insurance against criticism, and an expensive one.
What's the difference with a marketing strategy?
A marketing strategy determines your goal, audience, message and channels as a whole, offline included. A digital marketing strategy works out the online side of that.
Do you also do the execution?
Yes. We can set up and manage campaigns and content ourselves, or manage your team and partners. A plan that stops at a presentation is half the work.
Is this the same as an online marketing strategy?
Yes, the terms overlap. Whether you call it digital or online marketing strategy, we mean one plan across your channels, built on your goal.
Do you cover B2B specifically?
Yes. B2B marketing strategy is a big part of our work, where the buying is slower and the message has to be clear.
Divide the work first. Then let it run.
The call where we work out whether a digital marketing strategy makes sense for you takes thirty minutes and costs nothing.
Book a 30-minute call