Strategic Planning – Epic Digitization

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An effective 90-day digital marketing roadmap for SMBs follows a structured, sequential approach divided into three phases: Days 1-30 focus on clarifying brand positioning, optimizing digital presence, creating core content, and setting up analytics; Days 31-60 concentrate on building lead capture systems, establishing email marketing foundations, creating content systems, and developing social presence; Days 61-90 involve launching strategic campaigns, testing paid traffic (if appropriate), developing referral systems, and creating measurement frameworks. This phased approach prevents overwhelm, builds momentum through small wins, maximizes limited resources, and provides clear metrics for success.

📚 Table of Contents

🗺️ Why Do SMBs Need a Structured Digital Marketing Roadmap?
📆 What Should You Focus on in Days 1–30?
⚙️ What Systems Should You Build in Days 31–60?
📈 How Do You Expand and Optimize in Days 61–90?
🎯 What Realistic Goals Should You Set for Your 90-Day Plan?
🚫 What Common Pitfalls Should You Avoid When Implementing Your Plan?
✅ Conclusion: How Do You Move from Plan to Action?

Why Do SMBs Need a Structured Digital Marketing Roadmap?

Think of your website as your digital storefront. It’s often the very first place potential customers interact with your business. It’s working for you 24/7 – or at least, it should be. But what if certain parts of your website are actually pushing people away without you even realizing it?

It happens more often than you’d think. Let’s dive into five common website mistakes that might be quietly sabotaging your business and talk about how to fix them.

How Does Slow Loading Speed Impact Conversions?

Let’s be honest – digital marketing can feel completely overwhelming when you’re running a small or medium-sized business. With so many platforms, strategies, and “experts” telling you to do a million different things, it’s no wonder many business owners end up either frozen in place or scattered across too many half-baked initiatives.

I’ve seen it time and again: businesses jumping from tactic to tactic without a clear plan, wasting precious time and money with disappointing results.

The solution isn’t more tactics — it’s a structured roadmap that builds your digital marketing foundation step by step. This 90-day plan gives you exactly that: a practical, sequential approach designed specifically for SMBs with limited time and resources.

A structured approach matters because it:

Prevents “shiny object syndrome” – Keeps you focused on building foundations before chasing the latest marketing trend
Creates momentum through small wins – Each step builds on previous successes so you stay motivated
Maximizes limited resources – Concentrates your effort where it matters most
Provides clear metrics for success – Defines what “working” actually means for your business

What Should You Focus on in Days 1-30?

The first 30 days are all about getting your fundamentals in order — making sure you have clarity on your positioning and that your existing digital assets are working effectively.

Week 1: Brand Positioning & Audience Clarity

🧑‍💼 Define your ideal customer profile (demographics, psychographics, pain points)
✨ Articulate your unique value proposition
📌 Identify 3–5 key differentiators from competitors
🗣️ Develop your brand voice guidelines (tone, language, personality)

🎯 Quick Win: Update your social media bios and website homepage headline to clearly reflect your unique value proposition.
👉 You’d be amazed how many businesses have vague, generic headlines that say nothing meaningful!

Week 2: Digital Presence Audit & Quick Fixes

🌐 Audit your website for user experience issues
📍 Check Google Business Profile for completeness and accuracy
📱 Review social profiles for consistency and optimization
📬 Test contact forms and lead capture mechanisms

🎯 Quick Win: Optimize your Google Business Profile with updated hours, photos, and services.
🚀 This often delivers immediate visibility improvements — I’ve seen businesses get 30% more calls just from this simple update!

Week 3: Content Foundation

📝 Create or refine core service/product descriptions
❓ Develop customer-focused FAQs addressing common objections
📖 Outline your brand story and “About Us” messaging
🎓 Identify 5–10 key topics your audience needs education on

🎯 Quick Win: Add testimonials or social proof to your website’s main service pages to build immediate credibility.
💬 Nothing sells better than happy customers doing the talking for you!

Week 4: Analytics Setup

✅ Set up or verify Google Analytics 4 installation
🎯 Create goal tracking for key conversions
🔗 Implement UTM parameter system for campaign tracking
📈 Establish baseline metrics for future comparison

🎯 Quick Win: Set up Google Search Console and submit your sitemap to improve search visibility.
⏱️ This takes about 15 minutes but can significantly improve how Google sees your site.

What Systems Should You Build in Days 31-60?

With your foundations optimized, the second month focuses on building systems to capture leads and begin meaningful conversations with your audience.

Week 5: Lead Magnet Development

🧠 Identify your audience’s most pressing question or challenge
📄 Create a valuable resource addressing this need (guide, checklist, template)
🌐 Design a simple landing page for your lead magnet
📧 Set up email delivery automation

🎯 Quick Win: Add a simple pop-up offering your lead magnet to website visitors who spend more than 30 seconds on relevant pages.
💡 This can immediately start building your email list while you work on the rest of your plan.

Week 6: Email Marketing Foundation

✅ Select an email marketing platform appropriate for your needs
📬 Set up a welcome email sequence (3–5 emails)
🖋️ Create a basic email template aligned with your brand
🔄 Develop a process for regular communication

🎯 Quick Win: Import existing customer contacts (with permission) and send a re-engagement email with valuable content.
📢 I’ve seen businesses uncover significant opportunities just by reconnecting with past customers!

Week 7: Content Creation System

🗓️ Develop a simple content calendar for the next 60 days
📚 Create templates for different content types (blogs, social posts, emails)
⚙️ Establish a content creation workflow and responsibilities
🧱 Batch-create 2–4 pieces of cornerstone content

🎯 Quick Win: Repurpose existing content (proposals, emails, presentations) into social media posts for quick visibility.
🔄 You probably have more content than you realize!

Week 8: Social Presence Strategy

📊 Select 1–2 primary social platforms based on audience research
💼 Optimize profiles completely for selected platforms
🗓️ Create a simple posting schedule and content mix
🔍 Set up monitoring for brand mentions and relevant conversations

🎯 Quick Win: Create and schedule two weeks of social content in advance to ensure consistency.
📆 Consistency beats perfection every time when it comes to social media!

How Do You Expand and Optimize in Days 61-90?

The final month focuses on expanding your reach, implementing strategic campaigns, and establishing systems for ongoing optimization.

Week 9: Strategic Campaign Development

📈 Design your first integrated marketing campaign
🌐 Create campaign-specific landing pages and assets
📊 Set up tracking to measure campaign performance
📣 Develop promotion plan across owned channels

💡 Quick Win: Send a special offer to your most engaged email subscribers to generate immediate results.
💌 These “warm” contacts are often your quickest path to revenue!

Week 10: Paid Traffic Foundation (Optional)

🔍 Research relevant keywords for your business
💳 Set up a small test campaign on Google Ads or social media
🌐 Create dedicated landing pages for paid traffic
📈 Establish conversion tracking and ROI measurement

💡 Quick Win: Set up retargeting for website visitors to capture low-hanging fruit.
🔁 People who’ve already visited your site are much more likely to convert!

Week 11: Referral System Development

🧾 Create a formal referral process for existing customers
🎁 Develop referral incentives and materials
👥 Train team members on referral requests
📊 Set up tracking for referral sources

💡 Quick Win: Personally reach out to your top 5 clients asking for referrals or testimonials.
🗣️ A personal ask is often all it takes to get the ball rolling!

Week 12: Measurement and Optimization Framework

🔍 Review performance data from previous weeks
🏆 Identify top-performing content and channels
📅 Create a regular reporting cadence and template
🧪 Develop a testing framework for ongoing optimization

💡 Quick Win: Set up a monthly marketing review meeting with key stakeholders to ensure accountability.
✅ What gets measured and discussed gets improved!

What Realistic Goals Should You Set for Your 90-Day Plan?

Effective marketing roadmaps require clear, measurable goals. Here are suggested metrics based on your business type:

🛠️ For Service-Based Businesses:

📈 Website Conversion Rate: Increase by 25%
📥 Lead Magnet Conversions: 30+ new contacts
📧 Email List Growth: 15% increase
📅 Consultation Bookings: 10+ from digital channels

🛒 For E-commerce Businesses:

📈 Website Conversion Rate: Increase by 20%
📧 Email List Growth: 25% increase
💰 Average Order Value: Increase by 10%
🔁 Repeat Purchase Rate: Increase by 15%

📍 For Local Businesses:

📊 Google Business Profile Views: Increase by 40%
📞 Direction Requests / Calls: Increase by 30%
🔍 Local Search Rankings: Improve for 5+ key terms
⭐ Review Count: Increase by 15+

What Common Pitfalls Should You Avoid When Implementing Your Plan?

Even with a solid roadmap, there are several common mistakes that can derail your marketing efforts:

Trying to Do Everything at Once
Stick to the sequence. Each phase builds on the previous one, and trying to implement everything simultaneously leads to poor execution across the board.
Skipping the Measurement Setup
Without proper tracking, you can’t know what’s working. Resist the temptation to skip the analytics components of the plan.
Perfectionism Paralysis
Done is better than perfect, especially in digital marketing where you can continuously improve. Launch with “good enough” and refine based on data.
Inconsistent Execution
Marketing momentum builds over time. Sporadic effort yields sporadic results. Even limited but consistent action outperforms occasional intensive pushes.
Not Involving Your Team
Marketing isn’t just a marketing department function. Involve team members who interact with customers to ensure messaging aligns with the actual customer experience.

Conclusion: How Do You Move from Plan to Action?

A 90-day marketing roadmap provides structure and clarity, but its value comes from implementation. Here are three final recommendations to ensure your plan translates to results:

Schedule Weekly Marketing Time: Block at least 2–4 hours weekly specifically for marketing activities. Treat this time as sacred as you would a meeting with your best client.
Track Progress Visibly: Create a simple visual tracker of completed items to maintain momentum. There’s something incredibly satisfying about checking items off a list!
Celebrate Small Wins: Acknowledge progress to maintain motivation through the entire 90 days. Marketing is a marathon, not a sprint—celebrate the milestones along the way.

Remember that digital marketing is a marathon, not a sprint. This 90-day plan doesn’t represent the finish line—it’s the foundation upon which your long-term marketing success will be built.

💡 Need help implementing your 90-day digital marketing roadmap?
Epic Digitization specializes in guiding SMBs through the process of building effective, sustainable marketing systems.
🔗 Schedule your free strategy session today and get a customized roadmap for your business.