December 2022


One of the first things you’ve probably learned as an entrepreneur is that having a solid process to acquire customers is nearly as important as delivering a great product or service.

For many businesses, digital marketing is their primary way of doing so. For them, having the right digital marketing strategy in place can make the difference between thriving and failing.

In this post, we’ll show you the five steps to create a digital marketing strategy from scratch based on your business goals and audience. And, most importantly, how to optimise it over time so that you can attract high-quality leads consistently for the lowest possible cost.

A tip here, make sure you have Google Analytics installed on your site and understand the right setup for your GA4 reports so that you can analyse your efforts.

Step #1: Get clear on your audience and campaign goals

The first step consists of understanding who your target customers are and what you want to achieve with them.

To understand your audience, ask yourself:

  • What are their demographics?
  • What are their interests?
  • What problems/goals are they trying to solve or achieve with your product or service?

Then, figure out what goals to consider when creating your digital marketing strategy.

For example, are you trying to convert your leads right away, or do you need to start a relationship and build trust before attempting it?

While a restaurant might be able to convert a customer shortly after they’ve been exposed to it for the first time, the same isn’t true for a real estate business.

Your business goals and the number of steps that your prospects have to go through before making a decision should help you determine that.

With those two things in hand, it’s time to move to the next step.

Step #2: Pick your channels

Here are the 5 types of digital marketing:

  • SEO (Search Engine Optimization)
  • PPC (Pay-per-click campaigns)
  • Social Media Marketing
  • Content Marketing
  • Email Marketing (EDM)

Each type has its pros & cons, requires different resources, and works best for certain audiences and campaign goals. To pick the best ones for you, go back to the assessment you’ve made on step one.

For PPC, social media marketing, and content marketing, you’ll also need to go a step further and decide which channels to use.

Your choice must be aligned with where your target audience spends the most time and which campaign goals each channel is best for.

For example, while Facebook and Instagram have relatively similar audiences, the former usually brings better results for conversion-focused campaigns. At the same time, the latter is great for creating brand awareness due to its stronger appeal for visual content.

Step #3: Create your communication strategy

Your communication consists of your campaign’s words, language, and non-verbal aspects. It should be adjusted to your branding and your audience’s personality and traits.

To craft it, start by learning about copywriting. That’ll teach you how to create persuasive texts that get your leads to take the actions you want while using a language that resonates with them.

Also, make sure to address the non-verbal aspects, like the colors on your ads, in a way that makes sense for your brand.

To sell a financial product, for instance, green would be a great color as it’s often associated with wealth. Red, on the other hand, can remind people of risk and danger, which would make it a terrible choice.

Step #4: Test and track results

After you’ve got everything ready, it’s time to start running your campaigns and tracking their outcomes so you can learn what’s working and how to improve them.

To track results, the first thing you need to do is define which metrics you should focus on. Again, that depends on your campaign goals and which type of digital marketing you’re using.

Some of the most common digital marketing metrics include:

  • Cost-per-click (CPC)
  • Click-through rate (CTR)
  • Email open rate
  • Sales conversions
  • Customer-acquisition cost (CAC)

Most social media platforms and advertising networks offer great analytics tools that allow you to keep track of those metrics.

You can also go a step further and use Google Analytics to grab data from your site’s visitors. Among other things, you can learn where each visitor came from and how they’re behaving on your site.

With that info, you can compare your cost per lead in each channel with their lifetime value (LTV), which is the return they bring in revenue. That allows you to focus on the channels that bring you the highest ROI rather than just the lowest cost per lead.

Keep in mind that when it comes to longer sales funnels and brand awareness campaigns, it’ll take longer until you know for sure how much your average customer is worth.

Step #5: Optimise

Having clear metrics will allow you to know what’s working, what needs improvement, which channels to ditch, and which ones to invest more in.

Let’s say you’re running an email marketing campaign. If you’re getting low open rates, you probably need to improve your subject lines. If you’re getting good open rates, but your CTR is low, you should then focus on the content of your emails.

Run A/B tests on different aspects of your funnel that could improve your metrics, including:

  • Headlines
  • CTAs
  • CTA button design
  • Colours
  • Images
  • Overall copy
  • Etc

Then, start implementing the variations that work best on a full scale.

A final tip, though: avoid at all costs relying on a single digital marketing channel, as sudden changes in its policies and market behaviour could drastically affect your results overnight.

Also, never stop testing and optimising. There are always ways to improve your campaigns, and doing so is one of the greatest things you can do for your business.

When people enter a home or commercial building, they notice the ceiling. One of the most common materials used on ceilings is gypsum, which is commonly referred to as drywall. You may have also heard gypsum referred to by other names, including sheetrock, wallboard, and drywall. Gypsum is mined from sedimentary rocks, is widely available, and has been used in construction since the Egyptians built the Great Pyramids. With gypsum, you can change the look and feel of your ceiling. You can choose gypsum ceiling tiles in conjunction with acoustic ceiling boards or as a standalone system.

Advantages of Gypsum Ceiling Boards

There are many advantages to using gypsum for your ceiling, including the following:

Heat Resistance

One reason that gypsum is a popular material for ceilings is that it is heat resistant. Gypsum has chemically combined water in calcium sulphate, which creates a non-combustible core. Many building codes require a specific rating in certain rooms, and gypsum ceilings are available with these ratings. When you choose this material, it is safe for your home.

Thermal Insulation

Another reason that gypsum ceilings are popular is that they have thermal insulation properties. In the summer, this material keeps the cool air inside and blocks the hot air from outside. In the winter, your ceiling will hold heat in, which takes the pressure off your HVAC system. You will save on your energy bills with this type of ceiling.

Sound Insulation

In addition, gypsum ceilings work well for insulating sound. When you use gypsum tiles, you will still be able to hold sound in, so you don’t have to worry that it will travel to other rooms. This makes it very popular in commercial settings as well as homes.

Sturdy and Flexible

Another advantage of gypsum ceilings is that this material is flexible and easy to cut into the sizes you need. Along with its flexibility, gypsum is also strong and durable. You will use metal frames to support it. Some gypsum ceilings have sag resistance, which means that they won’t sag over time under their weight.

Light Distribution

Gypsum board is different from plaster because it doesn’t cast shadows. This type of ceiling is suspended a few inches below the main ceiling, and it helps distribute light evenly throughout the entire room. It is also easy to work with because you can cut the boards to fit. In addition, you can easily repair it if it suffers any kind of damage.

Moving a tree to a new pot can be a daunting task, but it’s something that needs to be done if you want your tree to thrive. After the move done by professional services like mentioned in a podcast, it’s important to provide your tree with the necessary care and attention so that it can survive in its new environment.

  1. One of the most important things you can do for a freshly-moved tree is to water it regularly. The soil in a newly-potted tree may dry out faster than usual, and regular watering will ensure that your tree has enough moisture to stay healthy. Make sure that you water your tree until the soil is damp but not soggy. Remember, too much water can lead to root rot or fungal diseases, so don’t overwater!
  2. Pruning is an important part of caring for any type of plant, and trees are no different. After moving, your tree may require some pruning if its roots have been disturbed by the move or if some branches need trimming back due to overgrowth. Prune any dead or damaged branches and leaves as soon as possible, and make sure that you use sharp tools when doing so—this will help prevent damage from occurring during the pruning process.
  3. Fertilizing is another vital step in caring for moving trees after they have been placed in their new pots. Different types of trees require different types of fertilizer, so make sure you select one appropriate for your particular species of tree. Additionally, only fertilize when needed—too much fertilizer can cause a nutrient burn or even kill the plant!
  4. Moving a plant into a new pot can sometimes disrupt its natural balance, leaving it vulnerable to pests and diseases that wouldn’t normally affect it in its original environment. Keep an eye out for signs of infestation, such as wilting leaves or discolored branches—these are indicators that pests may be present and should be addressed immediately with proper pest control measures.
  5. Sunlight is essential for all plants, including trees! Make sure that your newly-moved tree is getting enough sunlight each day—ideally at least six hours per day—in order to remain healthy and strong. If necessary, move the pot around until you find an area where the sun exposure is just right!


By following these five tips on safe care practices for moving trees, you’ll ensure that your precious plants live long lives full of lush foliage and bright blooms!