How to create a digital strategy for your small business
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Posted: Thu 29th Aug 2024
8 min read
Feeling a bit lost when it comes to digital marketing? That's OK. Many small business owners across the UK are keen to embrace digital tools, but don't know how.
If that sounds like you – no tech background, no marketing degree – don't worry. This blog walks you through how to create a digital strategy for your business – without the jargon, the overwhelm or the fluff.
And you'll read simple, practical advice from marketing expert and Enterprise Nation adviser Niki Hutchison throughout.
What is a digital strategy and why do you need one?
A digital strategy is just a plan. It's how you'll use online tools and platforms (like social media, email and your website) to reach your business goals.
Without a strategy, it's easy to waste time trying to "be everywhere" online – posting on every platform, chasing trends or copying what others are doing.
A clear plan gives you focus. It helps you spend your limited time and energy on what actually works for your business.
How to create a digital strategy: Step by step
Step 1: Start with your business goals (not the tech)
Before even attempting to begin using platforms or tools, ask yourself:
"What do I want to sell and when?"
It might be a product, a service or a new offer you're launching soon. Pick a specific time period – for example, the next three months – and write down what you want to sell and how many sales you'd like to make.
This becomes the foundation of your digital strategy.
Tip: Break your year into quarters (three-month chunks). It's a manageable way to plan, test and adjust as you go.
Step 2: Ask the key strategy questions
Here's a simple framework Niki Hutchison uses with her clients:
What am I selling?
Who am I selling to?
Where can I reach them online?
When will I promote this?
How will I do it?
Your strategy is the big-picture thinking (for example, "I'll focus on Instagram to reach dog walkers in rural areas"). Your tactics are the actions you take (like "I'll post three Reels a week – one sales post, two value-based tips").
Step 3: Get specific about your audience
One of the biggest mistakes small business owners make? Trying to sell to everyone.
The truth is: your product or service isn't for everyone – and that's a good thing. So, instead of asking "Where are my customers?", ask "What do they care about?"
Get curious about your potential customers' problems, desires and challenges.
What are they struggling with?
What would make their life easier?
When you understand why they might need what you're offering, your marketing becomes much more effective.
For example, if you sell products for dog walkers, dig deeper. Are you helping those who walk several dogs in the countryside? Maybe your product is a solution to muddy trails or long days outdoors. That's a much clearer message.
VIDEO: Finding your brand's target audience
Brand strategist Kiki Bhaur explains how to identify and connect with your ideal target audience. Discover the importance of knowing your audience and how to define and research it:
Step 4: Pick a few channels (not all of them)
You don't need to be on every platform. In fact, trying to do that will likely lead to burnout.
Choose one to three digital channels where your ideal customers hang out. These could be:
a Facebook group full of potential clients
Instagram, if that's where your audience is active
a newsletter (email marketing is still powerful!)
a podcast or local forum
Start with what works – once you see results, you can always add more later.
Step 5: Plan your content and stay consistent
Once you know where your customers are and what you want to say, start creating and scheduling your content.
There are loads of tools that make this easier, but here are a few for you to explore:
Trello: Great for planning and tracking your strategy visually
Adobe Express: Combines design and scheduling tools in one platform
MailerLite: An easy way to start building an email list
Google Drive: Simple but powerful for organising content and files
Want something even easier? Pick a day each week just for content marketing. Block out time and treat it like a client appointment.
Tip: Niki recommends blocking out at least half a day every week for marketing. You'll get faster, better and more confident over time.
Step 6: Keep it simple – and sustainable
Don't get caught up in perfection or overcomplicating things. Your digital strategy doesn't need to be a 20-page document. It can be a simple Trello board, a list in a notebook or a spreadsheet that lays out:
your business goals (for example, sell 10 coaching packages)
your audience (for example, overwhelmed solopreneurs)
your platforms (such as Instagram or email)
your content plan (weekly tips, testimonials and offers, for instance)
your schedule (when you'll post/send)
Bonus time management tips for busy business owners
Marketing takes time – but it's time well spent. Here are some quick wins:
Time block your week: Schedule specific hours for marketing and stick to it.
Plan content in advance: Use tools like Trello or Adobe Express to map it out.
Batch your tasks: Write several posts at once, then schedule them.
Mix planned and spontaneous content: Leave room for in-the-moment posts or updates.
Track what works: Notice which content performs well, and build on that.
Final thoughts
Digital strategy doesn't have to feel overwhelming. Start small. Focus on your goals. Understand your audience. Use the tools that help (and ignore the ones that don't). And most importantly – keep going.
Remember: you don't have to do it all at once, and you don't have to do it perfectly. But with consistency and a clear plan, you'll start seeing results – and your confidence will grow alongside your business.
And don't forget to book a discovery call with Niki on Enterprise Nation, if you'd like expert support from someone who really understands small businesses.
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