What’s Actually in a Digital Marketing Strategy?

(And Why Many Teams Skip the Hard Part)

“Let’s get a strategy in place.”

It’s a common phrase in marketing meetings. And it sounds like a smart move.

But more often than not, what’s being called a “strategy” is really just a list of activities:

• “We’ll run Google Ads.”
• “We need some SEO.”
• “Let’s get more content out.”

None of those things are wrong—but they aren’t strategy. They’re tactics. And without a clear strategic foundation underneath them, they rarely lead to consistent results.

In the real world, many teams think they have a strategy, when what they actually have is a backlog of tasks or ideas. Then they wonder why performance plateaus, messaging becomes scattered, or leadership questions the ROI of marketing.

This article breaks down what should actually be in a digital marketing strategy—and how skipping this step sets the entire funnel up for confusion or underperformance.

The word “strategy” gets watered down because it feels abstract. It’s easier (and faster) to jump straight into execution. Launch the campaign. Write the copy. Spin up the ads.

But the hard part of marketing—the part that makes execution effective—isn’t the launch. It’s the thinking that happens before it.

That thinking is what ensures that marketing aligns with:

• Business goals
• Sales processes
• The right audience
• Messaging that resonates
• A conversion path that makes sense

Skipping strategy leads to:

• Random acts of marketing
• Poor channel performance
• Leads that don’t convert
• And ultimately… wasted spend

If any of that sounds familiar, chances are the issue isn’t the campaign—it’s the lack of strategy that shaped it.

So what does a real digital marketing strategy actually include?

Here’s a breakdown of the core elements that should be defined before you touch a campaign or create a single asset:

1. Clear Business Objectives and Revenue Goals

Before we talk channels or campaigns, we need to know:

What is the business trying to achieve?
How does marketing contribute to those outcomes?

Marketing isn’t just about leads or awareness—it’s about supporting real growth. Whether the goal is increased market share, customer retention, or a specific revenue target, it all starts here.

2. Defined Target Audiences (Real Ones)

Personas are a starting point. But a strategy requires actual target segments, based on behavior, needs, and roles in the buying process.

Who are your decision-makers? Influencers? What do they care about? Where do they spend time online?
If you don’t have this nailed down, you can’t personalize campaigns—or connect in a way that feels relevant.

3. Unique Value Propositions and Differentiators

This is often skipped or assumed. But in search marketing especially, your ability to stand out depends on clarity in positioning.

What makes your brand different? What do you offer that competitors don’t?

This matters deeply for both SEO content and ad performance. Without it, messaging gets generic—and clicks don’t convert.

4. Channel Roles and Priorities

Strategy isn’t just “do everything.”

You need to define which channels are primary, which are supportive, and what role each one plays.

For example:

• SEO might be the long-term foundation
• PPC the short-term driver
• Email for nurturing
• Social for thought leadership and audience building

When you know the why behind each channel, your budget and efforts become much more focused—and measurable.

5. Success Metrics Mapped to Funnel Stages

Most teams track metrics. Few map them across the funnel.

Strategy means understanding:

• What success looks like at the awareness stage
• What matters at the consideration stage
• What really drives action at the decision stage
• And most importantly—how those touch points connect to actual sales.

That’s how we shift from chasing KPIs to proving ROI.

6. Key Messaging and Content Themes

Messaging needs to be consistent. And content needs to align with the buyer journey.

Your strategy should outline:

• The core themes that resonate with your audience
• The tone and voice of your brand
• What messages to emphasize based on funnel stage

Without this, content becomes reactive. Strategy makes it proactive and aligned.

7. Timeline and Resource Plan

This is the bridge between strategy and execution.

Who’s doing what? When? With what tools and budget?

A strategy without resources isn’t a strategy—it’s a wishlist.

You need a clear roadmap, defined responsibilities, and an execution plan that fits within your team’s capacity.

The START Planning Connection

All of these pieces are core to the START Planning Process we use in every Digital Marketing Success Plan® we build.
Strategy isn’t just the first step—it’s the glue that holds every other part together.

• It informs what Tactics make sense and how they should be prioritized.
• It aligns Actions across teams.
• It defines the Results we’re aiming for.
• And it shapes how we Track progress and improve over time.

In short: if you’re frustrated with digital marketing outcomes, don’t just tweak the tactics. Revisit the strategy.

Final Thought

You can’t optimize what wasn’t strategically aligned in the first place.

If your campaigns feel disconnected, if results aren’t tying back to business goals, or if your team is busy but unclear on what success looks like—it’s time to go back to the beginning.

Real strategy isn’t a luxury—it’s a necessity.

And when it’s done right, everything else starts to click into place.