Digital Marketing Strategy

What so 'unusual' about our strategy session?

Your digital marketing strategy is the single most strategic piece in your digital marketing arsenal. It forms how you will communicate with, engage with, and be perceived by your clients.

It’s a blueprint for building brand awareness, generating leads, and nurturing existing client relationships and it impacts every area of your business, from market shares to brand reputation and sales revenue. It’s safe to say we believe it's critical to have a good understanding of exactly what a Digital Marketing Strategy is and what yours should look like.

At Unusual Comms our strategy sessions happen face to face (or via Zoom for our overseas clients) and form our digital marketing strategy workshop.

Before we start, we want to get to know a bit about you, your business, and what you want to get from your time with us, so we send you a pre work questionnaire designed to get you thinking about the journey of your business to date and where you’d like to see it go in the future.

Once the pre work is out of the way it’s time we meet. We’ll organise a face to face workshop, usually around 3 hours, with the key business stakeholders in which we’ll dissect all areas of the business in a methodical approach that includes*:

  1. An exploration into your target client
  2. The customer journey
  3. The average value of your existing clients 
  4. The average lifetime value of a client
  5. An examination of any marketing the business has done in the past through the lens of what has worked and what hasn't.
  6. A look at your digital footprint including the current state of your website, your social media presence and any automation or regular communications you may be having with your clients.
  7. Identifying your definition of marketing success and uncovering any roadblocks to your business achieving those goals.

Of course we cover a lot of ‘other’ ground too, but we can’t give away all our trade secrets here 😉

After the workshop the Unusual Comms team work their magic and begin their research. In the following 2 - 3 weeks we will compile an entire digital marketing framework which will provide your business with a blueprint to follow in order to achieve your desired marketing outcomes.

Your bespoke framework will include:

  1. A complete research picture on how your website is currently tracking (site traffic, issues with the website, areas of opportunity etc)
  2. A unique keyword document highlighting words / phrases your target clients are searching for and what is trending well within your industry
  3. A real time snapshot of how your business is tracking against your identified competitors
  4. A prioritised blueprint for your business to follow in order to achieve your identified goals within your determined timeframes
  5. Opportunities / costings for continuing our partnership together to meet your desired outcomes
  6. On receipt of your digital marketing strategy a Zoom meeting is scheduled to walk you through your document and discuss any questions that may have arisen as a result.

This workshop is vital for anyone looking to create or reimagine their digital marketing strategy. At Unusual Comms we know it’s a whole lot easier to reach your dream destination when you have a solid roadmap to follow, so if you’d like to discuss mapping out your road to success book a free discovery call today with one of our strategists.

At Unusual Comms we believe that a solid digital marketing strategy is the key to success, that’s why our digital marketing strategy workshops are the cornerstone of what we do. The strategy documents you take away from this session is invaluable in helping key business stakeholders move forward, grow the business, and achieve marketing goals.

The 7 Steps To Creating Your Digital Marketing Strategy


1. Know who the client is

Okay, so we put this first on the list because it is by far the most important. You will never be able to create an effective digital marketing strategy if you don’t know who you’re marketing to. Think of it as like dating; you can’t take every girl on the same date and expect that they’re all just going to love your choices. You have to get to know them first, figure out their interests, what they do and don’t like and make an educated decision based on that.

Before you make a strategy to woo your customers, figure out who it is you’re wooing, and be specific. Create client personas for your ideal client or target market with as much detail about their demographic, lifestyles, interests, and hobbies as possible.

2. Define Success

Another big one. You’re creating this digital marketing strategy in the hopes that it will help you reach specific business goals and achieve success, so what does that success look like?

For some businesses it’s as simple as seeing a 20% increase in sales, for others it might not be quite so tangible; it might be more about getting people and online communities talking about your brand in order to build a significant presence. Whatever your goal is, define it.

3. Current State

Think of this as a “where are we now” digital marketing snapshot. What’s already in place? What’s working well and what isn’t? With this step it’s so important to be objectively honest. This digital marketing strategy is about improving your marketing and your business so you need to be honest about your current shortfalls in order to turn things around and yield different results.

4. What’s Needed

Okay so we know what you already have in place but what are you currently missing, and what do you need to implement to get to where you want to go?

If you’re looking for online brand exposure but you don’t have any social media accounts it might be time to get some. If your website hasn’t been updated in over a decade then it’s probably time to update it.

This will be the most time consuming part of your digital marketing strategy because it involves looking at every platform, tool, and avenue and seeing how it could benefit and be utilised for your business.

5. Collate Data

A bit of research goes a long way, and it stops you from having to venture out blindly. Know your keywords; what are your clients searching for? What topics get the most traction? What kind of content is getting the most attention? How is it delivered? What length is it?

This sort of research takes your strategy beyond guesswork and helps you get the best results. There are heaps of ways for you to get this data but websites like Moz and Buzzsumo are great places to start.

6. Stress Test

Once you have some ideas in place around who you want to attract, the types of problems they're facing and how you believe your business can resolve those issues it's time to 'stress test' your concepts.

A great way to do this is to gather a 'beta group' together and seek feedback. Beta groups are often clients (or potential clients) that understand your offerings. By asking your people to sanity check your thinking you can uncover problems before you're too far down a content creation (or product creation) line.

7. Refine

Test, tweak, and test again. Your digital marketing strategy is a great place to start but you’ll never know how effective it is until you put it to work, and chances are when you do they’ll be a few kinks that need to be worked out. Don’t worry, this is normal. Use your data metrics and see what’s performing well and what isn’t and tweak and refine your strategy from there.

If you want your digital marketing campaigns to succeed then your strategy is key, so don’t let it be an afterthought! The Unusual Team can help you get it right the first time so that you can start off your digital marketing journey confident that you’re headed in the right direction. Schedule your free discovery call with our strategists here.

Why a Digital Marketing Strategy is Important.


Okay, we admit it: when it comes to digital marketing strategies we might be a little bit biased. After all, they are a very big part of what we do at Unusual Comms, but the fact is we wouldn’t have been able to build a brand on something that doesn’t work. A digital marketing strategy is your key to unlocking marketing success, raising brand awareness, and reaching those allusive goals. It may not physically get you into ‘the room’ but it does help remove any barriers between you and that space.

But first of all, what is digital marketing?

We’ve all seen and heard those TV and radio ads that scream products and sales at you or the billboards and signs that say “Call Now!” Most of us grew up with this sort of blatant advertising, and whilst that certainly still has a place within the marketing sphere, especially with business that have some marketing cash to splash about, digital marketing takes a different, more subtle approach.

Digital marketing isn’t about throwing things in your audience’s face and hoping that they’re shocked or entertained enough to buy; digital marketing is about wooing your customer. If traditional marketing is ACDC then digital marketing is Michael Bublé; both great acts but they have different effects. Digital marketing is for the brand that wants to build a loyal, engaged following, it’s about slowly but assertively inserting your brand into your audience’s psyche so that when they do decide to purchase, your business it the first they think of.

So why is a digital marketing strategy so important? Well, other than being your roadmap to success, a digital marketing strategy helps you to address the three big areas of communication, the things that will ultimately set you apart in your audience’s eyes: stories, people, and value-adding content.


According to the Harvard Business Review, our brains are actually hardwired to remember and connect with stories:

“When you want to motivate, persuade, or be remembered, start with a story of human struggle and eventual triumph. It will capture people’s hearts – by first attracting their brains.”

We don’t know exactly how your business started up, but we’re willing to bet that there were plenty of moments of struggle and eventual triumph, so you need to find ways to tell your clients about that!

Show your clients why they should support your business instead of the multinational down the street. Use your digital marketing strategy to outline what makes you and your brand unique so that you can weave that individuality into every digital marketing campaign and piece of content you create.


Of course ‘people’ fall into this vein too. Because part of the charm of choosing to hire, work with, or purchase from a locally owned, small to medium business is that you’re often dealing with the same small group of friendly people who you’ll get to know very well, very quickly.

We see so many small businesses try to strap on some stilts to make themselves look a whole lot bigger than they are, but the truth is your ‘small’ business status can really work to your advantage if you just know how to use it.

Use your digital marketing strategy to outline who the key players are in your business and figure out how you can share their stories with your audience in a way that is personable and unique. Trust us, once your followers connect with you, and what you’re all about (even if it’s through a computer screen) they’re going to want to support your business.

Value-adding Content

This last one is a big one because this is what makes digital marketing so different from any other vein of communication. Whilst traditional marketing usually focuses on advertising products and services, digital marketing is about creating and sharing pieces of content (blogs, podcasts, videos, social media posts) that will be interesting and valuable to your target market; even if it doesn’t always directly link to a product that you sell.

How does that work? Well if you sell mountain climbing gear, you might do a blog post about what you need to pack for your next climb, or you might do a podcast interview with somebody who’s climbed Everest, or maybe a series of social media posts on the best mountain views in the world. Of course you’ll filter some product advertising throughout, but once people see that you’re posting things that they actually want to read and watch, things that are valuable and informative to them, they’re much more likely to hit ‘follow’ and ‘subscribe’ and become a part of that loyal, engaged group you were looking for all along.

A digital marketing strategy is so important here because you can’t create value-adding content for your clients until you know what they value, what sort of information they’re looking for, and how they want to consume it. This is why the research aspect of your digital marketing strategy will be vital to you moving forward.

So yeah, we might be a little bit biased when it comes to digital marketing, but that’s because we’ve seen it work time and time again for so many businesses. And the businesses that got the most from their digital marketing always started with a clear strategy. If you’d like to get started on your digital marketing strategy today, schedule your free discovery call with the Unusual Team here.

How to Create a Digital Marketing Strategy


There are a few things we accept as universal truths here at Unusual Comms: one is that a good day always starts with good coffee, and another is that your business will never reach its marketing goals without a thorough digital marketing strategy.

The Unusual Team has the pleasure of sitting down and working with a lot of different people from many eclectic industries but we’ve never met a single successful business person who told us that they spent their career ‘winging it’. If you want to reach more people, get better brand exposure, and ultimately increase your bottom line, then you need to have a clear marketing plan in place, and you need to stick to it.

Marketing is a marathon, not a sprint. That’s why we think it’s so important to take the time to review your current position and create a solid digital marketing plan for the future. So, because we’re all about helping our clients succeed, we’ve put together some of the easiest and most actionable thing you can do right now to get the ball rolling and start creating your digital marketing strategy.

Get clear about what you want and why.

You’ll never be able to create an effective marketing strategy until you figure out what results you’re hoping for. So, what is it that you want your marketing to achieve and why? Do you want more brand awareness? Social media is a great place to start. Do you want better relationships with your clients? Content marketing is the way to go. Do you want to nurture those leads that are most likely to buy? Use marketing automation to identify your hot leads and personalise content for them.

You need to clearly define the end goal of your digital marketing strategy before you can really decide on a clear plan, because different methods will yield different results in different areas.

Find your platforms.

Once you’ve figured out who, what, when, and why, you can finally decide on the where. Marketing is changing; it’s not as simple as just running ads on TV or the radio. According to Sheryl Sandberg, COO of Facebook, as of May 2018, over 50 million Small Businesses were using Facebook Pages to connect with their customers. In fact, nowadays there are many successful businesses that only use social media and emails to market their brand.

Create a calendar.

This one’s pretty simple but oh-so-important. You might have a 12-month or even 5-year plan for your business but when it comes to your marketing campaigns you’re going to want to break them down into smaller more manageable chunks.

Use a calendar to mark out your campaigns and be smart about what you run and when. If you sell pool supplies, for example, then winter would be a fantastic time to market your pool heaters, whereas if you ran the same campaign in summer, it probably wouldn’t get much traction.

Create a marketing calendar to follow along with your strategy and stick to it! Don’t get lazy and don’t let yourself get off topic; use your calendar. This calendar will also be invaluable when it comes to sharing and leveraging your content across different channels and mediums.

So now you know where to start you might be raring to get started; you can check out our “7 Steps to Create a Digital Marketing Strategy”. Of course, we know that digital marketing isn’t everyone’s bread and butter, so if you’d like some assistance creating your digital marketing strategy you can schedule your free discovery call with our strategists here.

How to Implement a Digital Marketing Strategy


So by now you might have had a little read through our website and figured out that we’re pretty big fans of digital marketing strategies. Just like NASA plans out the trajectory of their rockets to the most minute detail to ensure it lands where they want it to, we want to create a carefully thought out plan for your digital marketing to ensure it yields the results you’re looking for.

Of course, while a strategy might be your “blueprints” so to speak, it isn’t the rocket itself and it’s not going to do the work for you. So the next question becomes: How do you implement your digital marketing strategy once you have it?

Our first answer is that you don’t have to do it alone. The Unusual Team are so much more than just digital marketing strategists; we’re content creators, podcast producers, marketing automation experts. If you’ve got a strategy to implement then chances are we’ve got a person to help you do it. You can check out our full list of services here.

For those who would rather ‘go it alone’ we pooled together all of our expertise to create a step by step guide for implementing your digital marketing strategy.

Step 1: Get the strategy down on paper, then walk away.

This might seem kind of self explanatory but we feel the need to say it anyway: a strategy cannot exist only in your head, you need to get it down on paper. This way you’ll be able to flesh out your ideas in detail, collate data that will help you refine these ideas, and identify where there are any obvious gaps.

Whether you decide to create this strategy yourself or have the Unusual Team create it for you, once you have it read through it once and then walk away. Go on with your week and then when you come back, see which of the ideas really resonate with you and which might have been more of a momentary whim.

Step 2: Complete a little market research.

Of course if the Unusual Team did create your digital marketing strategy you probably already have this information, but if you simply took the time to collate your own ideas then you’re going to need to do a bit of market research to see if your ideas really ‘have legs’ and how exactly you can walk them out.

Look at Google trends, float the idea with your existing clients, put it out to a group of your peers. If you want some honest feedback then really there is nothing more powerful than asking the question of your existing customers. Something like, “If I were to add/change X would that be of interest to you?” The important thing you’re looking for at this stage is feedback. If it all comes back positive, throw another question to your group, something like, “What would X be worth to you?”

You need to know that if you follow this idea, it will be commercially viable and that it has the potential to actually yield the results you’re looking for.

Step 3: Pilot test.

So now you know that these ideas actually have merit and that people are interested in them, it’s time to make them more than just ideas and create a pilot test.

If part of your digital marketing strategy was to create a podcast series, launch a new workshop, or even an online magazine, you might go back to the clients that showed interest and offer them the ability to ‘trial’ the idea with you. Let them know this is still in the research stage and you’ll be seeking feedback from them at every step. It’s also helpful to ask them upfront for a testimonial at the end of the program (assuming, of course, they are happy with the results), you can use these to help you during the next step.

If your digital marketing strategy involves social media campaigns then your analytics are going to be incredibly useful here. Run different campaigns at different times on different platforms and see what yields the best results. The outcome might be exactly as you predicted or it might surprise you, but it should inform a lot of your decisions moving forward.

Step 4: Post-implementation Review

This is possibly the most critical stage in the entire process. Once you’ve completed the initial round of pilot testing, it’s important to gather all of the information and incorporate it. What worked well, what didn’t work well, what could you do differently next time?

Your digital marketing strategy is a well thought out and researched hypothesis (if I do X and Y, I should get Z) but you won’t know anything for sure until you test that hypothesis and review your findings.

At this stage, you also want to take a look at the return on investment (ROI) for your business, and for your clients. Make sure your ideas are still commercially viable. How many hours did you put in, what do you need to charge to make it worthwhile? Are there still more positives than negatives? If the answer is no then you may need to go back to the drawing board, but if the answer is ‘yes’ then make any necessary changes you identified in your pilot test and move on to step 5.

Step 5: Launch

You’ve put in the work necessary to make sure that your digital marketing strategy is more than just a group of ‘bright and shiny ideas’, you’ve done the market research to figure out what your clients want, and you’ve implemented pilot tests and made any necessary changes to ensure that your ideas perform as well as they possibly can, now’s the time to launch your rocket.

This isn’t the be all and end all; you may need to tweak the course every now and then and it is important to go back to the drawing board every couple of years, depending on your business, but for now you’ve got a strategy that you know works, so use it.

So a digital marketing strategy is more than just a bunch of sophisticated words and data-filled graphs thrown together into a 50 page document, who knew? And with this step by step guide you can implement your strategy in a way that is practical and safeguards your business every step of the way. If you’d like help implementing your digital marketing strategy or if you realise that you actually need to create the strategy first, book in your free discovery call with the Unusual Team here.

Best Digital Marketing Strategies for 2019


Digital marketing is a phrase you just can’t seem to escape in the business world and to be perfectly honest we don’t think anyone should be trying to escape it (although we may be a little biased). Our lives are consumed by the digital, in fact on average we spend over 3 hours a day on our phones alone. That doesn't even take into account time spent on our tablets, computers or using our smart speakers.

Digital marketing may be one of the new frontiers in marketing but it’s safe to say with our ever growing dependency on technology that it’s here to stay, so where is it going in 2019?

At Unusual Comms we’re all about staying ahead of the trends so that you can communicate with your audience in a way that is fresh and relevant, so here’s our top 5 list of the best digital marketing strategies for 2019:

1. Social media.

Okay, so this isn’t exactly a new strategy but it’s definitely a good one, and considering it’s gaining popularity at an exponential rate, if your brand isn’t in the social media game then it’s time to get involved.

Like it or not people use social media to search for and review brands and businesses before they decide to take the next step. If you want to be able to compete in your market, then you need to have some relevant, well populated social media pages that are easy to find and full of content that your clients will actually enjoy. If you give your clients content they enjoy, then they’re much more likely to hit ‘like’ or ‘follow’ and become apart of your organic ecosystem.

2. Long form content.

This might seem like an interesting strategy because previously short-form content was the rule of thumb for digital marketing. The idea behind this was to keep things to the point and easy for your potential clients to consume, but current research is showing that long-form content (content that equates to over 2,000 words) is shared more than short-form.

These articles and blogs aren’t lengthy drawls, full of purple prose and stuffed with filler keywords; they’re relevant, informative pieces that are focused on engaging the client and adding value to them.

3. Podcasting.

Podcasting has been steadily growing its audience and influence over the last few years to the point where Apple passed over 50 billion all-time podcast downloads in 2018.

Podcasts are being used as a digital marketing tool for people across all sorts of industries: fitness, education, fashion, science, construction, and so many more. This is definitely one strategy we think every business should consider in 2019.

If you’d like to look at implementing a podcast into your digital marketing strategy, check our our podcasting services here.

4. Live videos.

According to Cisco, by the year 2021, 80% of internet traffic will be video. Considering this, it’s no wonder that so many businesses are making use of Instagram, Facebook, and YouTubes live video features.

They’re a great way to drum up excitement for a new launch, discuss a product or service, conduct an interview, or just generally engage your followers in a way that’s just a little bit different.

If you’re not already using video in your digital marketing strategy, 2019 is the time to start.

5. Real stories, real people.

People connect with people; they connect with stories of struggle, hard work, and triumph. For Small Businesses especially, it pays to share the unique story behind your business and to give your potential clients a chance to meet and get to know the people they’ll be dealing with.

People are more conscious about how and where they spend their money than ever before; they want to know where their money is going and who it will support. Knowing that their purchase will go towards supporting Aussie families, local communities, and help to create Australian jobs is a great enticement to forget about the multinationals and buy with you.

So there you have it. If you’re already invested, or are looking to invest in digital marketing in 2019, then give these strategies a try. At Unusual Comms digital marketing is our bread and butter so if you’d like to discuss creating a digital marketing strategy to take your brand to new strengths in 2019 then book your free discovery call with the Unusual Team here.