DIY your own Digital Marketing Strategy in 3 Simple Steps

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” – Sun Tzu, The Art of War.

You may have heard the story of the social media manager who gets retrenched, and before clearing her desk, goes to town on the corporate Twitter account telling the world how awful it is to work for Company X. Like the proverbial bull in a china shop she rampages through social channels and in the process destroys the company’s reputation overnight.

bull in a china shop

The next morning the company is a laughing stock as her vitriolic tweets go viral and the CEO is running through the offices demanding the password and login to “the Twitter”. Hilarity ensues.

If only Company X had had a Digital Marketing Strategy in place before they’d even hired Miss Bull-in-a-China-Shop, their social media disaster would’ve never happened.

It pays (yes, really pays – in terms of real tangible dollars walking in and out the door) to have a Digital Marketing Strategy before you embark on the journey to marketing your company in the digital realm.

Okay, if you’ve read this far, I may have possibly convinced you that you need a Strategy before you act. So what next? You can hire a digital marketing company or, you might want to save some money and DIY.

If you’re brave enough to DIY, here’s some step-by-step guidelines to get the ball rolling:


STEP ONE: Use the Right (Creative) Brain:

Let’s get creative. Tap into your right brain. Pull out the crayons. The whiteboard markers and write stuff down on napkins. Like mind maps? Those are good!

Whatever works for you to tap into your creative brain? Do it. Scribble. Doodle. Sketch out rough ideas. Vision boards. Do some big blue sky dreaming. Reach for the stars. Dream big. Want to pull in $5million in the first year? Write that down. Want to have 30,000 app users in 3 months? Write it down. Don’t worry about order for the moment. Let it be one big glorious mess.

STEP TWO: Walk away. (Take a break).

Go out for lunch. Sleep. Whatever. Have a weekend. Go hiking. Let the oxygen in. (This is the bit where we take a break while switching from right to Heroin users generally begin sniffing the drug detox and gradually advance to injecting. left brain).

STEP THREE: Use the Left (Analytical/Logical) Brain.

Just like a lion tamer approaching a new unfamiliar animal, cautiously approach the mess you’ve made (see Step One) with a chair and a whip and create order and sense out of the chaos:

  • What are the tasks or tactics you need to make happen?
  • Create a schedule, set some deadlines: when is it going to happen by?
  • Set out plans: how are we’re going to do it?
  • Set goals: what do we want to achieve?
  • Timelines & milestones: plan and add to schedule.
  • Monitoring Metrics: how do we know if this is working?
  • Competitors? What are they doing to market themselves?
  • KPI’s (Key Performance Indicators – the things that let us know this is working)

By now you should have something resembling a Digital Marketing Strategy. It doesn’t have to be pretty, but it need should create a workable and practical road map for your journey. It should also include specific tasks, actions and tactics to make your strategy real so that you’re ready to go off into war and have a better chance of victory.


  • Don’t take too much time on your Strategy. You can get lost in the planning phase rather than starting to actually make things happen. Just like a business plan, just get it done and then get on with it.
  • Treat it as an organic working document/s: need to tweak as you go? That’s okay. Healthy businesses are flexible and adaptable to changes in the marketplace.
  • Touch base with it regularly. Don’t let it get lost on a hard drive somewhere. Print it out. Pin it to the wall. Write it up on the whiteboard.

Got a question about how to DIY Digital Marketing Strategy? Please email me directly at:


Sometimes building a website can be like giving birth to a baby elephant.

Pregnant ElephantA baby elephant takes about 24 months to gestate. That’s 2 years of being pregnant! No wonder the mother takes a 4-5 year break after that.

Sometimes building a website can feel like giving birth to an elephant.

We registered the Business Name “Fat Cake Media” in August 2011, and the website has gone live in August 2013. Yes, that’s 2 years of gestation!

In the eyes of the digital world this is a sin beyond compare: how on earth have you managed to run a digital business without a website? Indeed, it has been a bit of a miracle!

We only have one excuse, and it’s as old as the hills:

We’ve been too busy working on our clients websites to build our own. 

Indeed, a case of the shoemakers children going barefoot. A very common issue in our industry (although not many would admit it!).

barefoot grass

But whilst pregnant with our new site I learned 3, very important things:

1. You can run a digital business without a website but it’s harder.

Not impossible but definitely harder. You can use other tools to market yourself:

  • LinkedIn: I opted for the entry-level paid version which lets you approach people out of your network. But also great for status updates to keep your brand awareness out there.
  • Prezi! Heard of Prezi yet? It’s been called the “PowerPoint Killer”. Make your own online presentation that’s always online. No more emailing fat PowerPoint slides! Just cut and paste the link! Check out the Fat Cake Prezi here.
  • Other websites: my old freelance site works well as a driver of inbound sales enquiries. After over 6 years, it’s still ranking well for its top keywords!
  • The phone. Yes, the good old telephone. You’d be surprised how many clients appreciate a telephone call over an email. Try it. Even if it’s just to say “hi”.

2. Real-world relationships with clients and suppliers are the most important thing in the world.

Sounds obvious but so easily forgotten. Essentially business – any business – digital or not, is all about healthy, real-world relationships with your clients and suppliers.

So don’t forget marketing is more than just how many unique visitors you get to your website. It’s about building relationships with real human beings on and offline.

3. Treat your own business as a client.

I’ll repeat that: treat your own business as a client. Write this down now on a Post-It note and stick it on you computer.

MAKE THE TIME each day, each week to work on your own marketing. Again really obvious, but such a discipline when you’ve got client deadlines to meet.

Some tips to make your own marketing easier:  

  • Create a project around your own marketing From the other hand, leo monthly horoscope needs flattery and admiration, especially what concerns sex and he must dominate at all costs. just the way you would for a client. Add the tasks to your “to do” list.
  • MAKE THE TIME: Block out a day, a half day, even an hour in your calendar for your own marketing.
  • Quiet time: I found that quiet times worked best, Sundays and Mondays. Before the week gets too crazy and you’ve got some creativity to tap into.
  • Get help. Assign a team member to help. Don’t try and do it all yourself.
  • Have FUN with it! This last one is probably the most important one. When I started writing the copy for my own website I was paralysed with fear. Seriously. It’s so easy to write for my clients, but when faced with my own website I freaked. The result of my freaking? Procrastination. I was being way too serious about it and creativity was therefore blocked. The solution? Loosen up. Have some fun with it. Use crayons and butchers paper and sketch down ideas. Let go a little and the creativity (and originality) will flow.

Baby-elephant-plying-wallpaperEven if you spend an hour a week on your own marketing, you’ll be surprised at how much you’ll achieve.

So the baby elephant is now born and out in the world, and we’re proud as punch.

Like the design? It was built by one of our favourite web designers, Michael Scruse from Call him, he’s awesome.