Lay a Measurable Foundation

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Mini-guide: what a working digital strategy looks like
A competent digital strategy is not just a set of disparate tactics, but a complete document with internal logic and interconnected elements. Let's see how it is built from the foundation to specific actions.


It all starts with a clear definition of what you want to achieve. Business objectives should be specific and measurable, for example: "Increase the share of repeat sales by 30% while maintaining CAC no higher than 2,000 rubles." These objectives are then broken down into marketing goals linked to channels.

Each channel has its own KPIs: for SEO, this could be organic find your cell phone number list traffic and keyword positions, for advertising, CTR, conversion, and cost of attraction. It is also important to consider seasonality of demand and market trends when developing forecast models. Finally, it is necessary to set up a regular monitoring system to notice deviations from the plan in time.

Step 2: Dive into understanding your audience

A deep understanding of your target audience is the key to an effective strategy. Start by segmenting not only by demographics, but also by psychographic characteristics: values, decision-making roles, experience with the category, and selection criteria.

Conduct a series of in-depth interviews with existing and potential customers. Based on the data obtained, create detailed user personas, for each of which develop a Customer Journey Map. This will allow you to see how, where and when your audience makes decisions, and choose the optimal touchpoints.

Step 3: Test your hypotheses in practice

Customer Development is a step that is often skipped, but it is the one that helps avoid costly mistakes. Here you validate hypotheses about audience needs through A/B testing of different value propositions.

During testing, hidden pain points and purchase motivators are identified that customers themselves are not always aware of. Particular attention is paid to analyzing barriers to purchase and touchpoints where the customer may "fall out" of the sales funnel. The insights obtained become the basis for adjusting your offer.