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Having a successful online presence is vital for any business. But with so many digital marketing channels available, it can be overwhelming to know where to start. This is where a digital strategy roadmap comes in – it provides a roadmap for your digital marketing efforts, helping you to achieve your business goals in a sustainable and measurable way. Let’s take a closer look at the four key chapters of a digital strategy roadmap – Foundation, Optimization, Amplification, and Experimentation – and how they can help you achieve online success.

Section 1:
Foundation

It is essential to create a solid foundation for your digital marketing efforts. This involves understanding your business, your digital brand, your website, your goals, your team and resources, and creating a digital strategy plan. This chapter lays the groundwork for your entire digital marketing roadmap, so it’s important to get it right.
Your Product or Service
Product Text
Your Digital Brand
Your brand’s messaging and values must carry over into the digital world. Define how these key elements will be represented on your website and social media outlets. Your brand will become the foundation for your digital marketing efforts and everything you do online should align with its messaging.
Your Website
Your website is one of the critical components of your digital foundation. It’s your digital business card and the first place people will go online to learn more about your creative business. Ensure that your website is user-friendly, visually appealing, and optimized for search engines. Make sure it’s easy to navigate and showcases your best work. Invest in a quality web hosting service that provides excellent uptime and fast page loading speed.
Your Goals & KPIs
Setting digital KPIs (Key Performance Indicators) is key to track and measure the success of your digital foundation. Determine what success looks like for your creative business, such as site traffic, social media engagement, and sales conversions, then set measurable goals for each of these areas. Tracking your progress through the use of tools like Google Analytics will provide you with valuable insights that can help you refine your digital strategy.
Your Organization, Team & Resources
Building a strong digital foundation requires a team effort. Determine who is responsible for each element of your digital marketing strategy and ensure that they have the necessary resources and skills to deliver quality content and maintain consistency in messaging and branding. Be willing to invest in training for your team to ensure they have the know-how and tools needed to succeed online. Before you start building your digital foundation, it’s important to define your organization’s goals and mission statement. This will help you create a consistent brand identity across all digital platforms. Ensure that your social media, website, and online profiles reflect your organization’s values, and tone of voice. Keep in mind that creating a clear and consistent brand identity will help you stand out in a crowded market.
Your Digital Strategy Plan
Your digital foundation is the core of your creative business. It’s where you showcase your best work, communicate your brand, and connect with your target audience. Building a strong digital foundation requires a clear understanding of what your organization stands for, a consistent brand identity, a well-designed website, measurable KPIs, and a team with the skills and resources to deliver quality content. By following these steps, your creative business will be on its way to digital success.
Your Target Audience
Customer Info

Section 2:
Optimization

Once you have a solid foundation in place, it’s time to focus on optimization — optimizing your marketing efforts to ensure that they produce the best results. This involves implementing analytics to track your progress, optimizing your website to improve user experience and increase online conversions, honing your voice and messaging to create a strong brand identity, and leveraging your data to make informed decisions. This is key to ensuring that your marketing efforts are effective and measurable.
Implementing Analytics
The first step to optimizing your website is understanding how visitors engage with your content. Implementing analytics software such as Google Analytics can help you track key metrics such as website traffic, bounce rates, and conversion rates. By analyzing this data, you can make informed decisions about how to improve your website’s performance. For example, if you notice a high bounce rate on a particular page, you may want to revise the content or add more visual elements to make it more engaging.
Optimizing Your Website
Once you’ve got analytics up and running, it’s time to start optimizing your website. This includes everything from improving page load times to optimizing your website for search engines. One key area to focus on is mobile optimization. With more people than ever accessing websites on their smartphones, it’s essential to ensure your website is mobile-friendly. This means using responsive design and optimizing images and other media for smaller screens.
Honing Your Voice & Messaging
Another essential aspect of website optimization is honing your brand voice and messaging. Your website should reflect your brand identity and communicate your unique value proposition. This can be achieved through thoughtful copywriting, strategic use of visuals, and a strong call-to-action. By developing a consistent and compelling brand message, you can improve engagement and build trust with your audience.
Improving User Experience
The user experience is another critical factor in website optimization. Your website should be easy to navigate, with clear calls-to-action and well-organized content. It should also be visually appealing, with fast load times and a responsive design. One simple way to improve the user experience is to make sure your website is easy to read. This means using legible fonts and a high contrast between text and background.
Increasing Online Conversions
At the end of the day, the goal of website optimization is to increase online conversions. This could mean getting more people to sign up for your email list, make a purchase, or book a consultation. To achieve this, you need to create a smooth and seamless customer journey. This includes optimizing your landing pages, simplifying checkout processes, and providing clear and compelling calls-to-action throughout your website.
Leveraging Your Data
Finally, it’s essential to leverage the data you collect through analytics to continually improve your website’s performance. Take time to analyze your website’s metrics regularly, paying attention to areas where you can improve. Experiment with different strategies, track the results, and adjust as needed. By using data to inform your decisions, you can continuously optimize your website and stay ahead of the competition.
Prioritizing Digital Efforts
Optimizing your website may seem overwhelming at first, but by breaking it down into key areas of focus, you can take a more strategic and informed approach. From implementing analytics to leveraging your data, focusing on these critical areas can help you improve your website’s performance and achieve your online goals. By taking the time to optimize your website, you’ll create a better user experience for your audience and improve your chances of success as an artist or creative entrepreneur.

Section 3:
Amplification

With your optimized digital marketing efforts in place, it’s time to amplify your message to a wider audience. This section is about amplifying your marketing efforts through channels such as search engine optimization (SEO), social media marketing, email marketing, digital advertising, PR and backlinks, partnerships and promotions, and physical locations and in-person events. The Digital Amplification section is about getting your message out there and reaching as many people as possible.
Search Engine Optimization
Search engine optimization (SEO) is the process of optimizing your website and content so that they rank higher in search engine results. This can increase your visibility and attract more traffic to your site. SEO involves using keywords strategically, creating high-quality content, and building backlinks. Building a strong online presence through SEO can help you gain credibility in your field and attract potential clients.
Digital Advertising
Digital advertising is a great way to promote your work to new audiences. By using platforms like Google Ads or Facebook Ads, you can target specific demographics and interests, reaching potential clients who may not have otherwise discovered your work. It is important to create impactful ads that showcase your unique creative voice and build brand recognition.
Social Media Marketing
Social media platforms such as Facebook, Instagram, Twitter, and LinkedIn give you the opportunity to connect with your target audience and build your brand. Social media marketing involves creating and sharing content on social media networks to promote your brand, products, or services. To succeed in social media marketing, you need to understand your target audience and create high-quality, engaging content that resonates with them.
Email Marketing & SMS
Email marketing is a great way to keep in touch with your fans and clients. By sending regular newsletters or updates, you can promote your latest work, share your creative process, and even offer incentives for repeat business. It is important to be strategic about your email marketing campaigns, ensuring that you are sending the right message to the right people at the right time.
Public relations (PR) is all about building relationships and securing media coverage. By working with bloggers, journalists, and influencers in your industry, you can gain exposure and reach new audiences. It is also important to build backlinks to your website, which can help improve your SEO. By having other websites link to your content, you can increase your credibility and boost your search engine rankings.
Partnerships & Promotions
Collaborating with other creatives or businesses can help expand your reach and connect with new audiences. By partnering with other artists, you can showcase your work in different contexts and introduce your brand to new fans. Promotional events like giveaways or contests can also help increase engagement and attract potential clients.
Physical Locations & In-Person Events
Lastly, don’t forget about the power of physical spaces and in-person events. Whether you’re hosting an art show, giving a talk at a conference, or selling your work at a craft fair, being present in the physical world can help establish deeper connections with your audience. By showcasing your work in person, you can create a more immersive and memorable experience for potential clients.
Content Creation & Blogging

Section 4:
Experimentation

The final section of your digital strategy roadmap is Experimentation — testing and experimenting with your digital marketing efforts to find what works best for your business. This involves conversion optimization, A/B testing and split testing, testing images and videos, finding your brand voice, and tracking experiment results. By experimenting and testing, you can find the most effective marketing channels and tactics for your business, ensuring that you achieve online success.
Conversion Optimization
One of the main goals of digital experimentation is to optimize your conversion rates. Conversions can refer to a wide range of actions, including signing up for a newsletter, making a purchase, or simply engaging with your content. By analyzing the data from your experiments, you can identify the key factors that lead to conversions and optimize your online presence accordingly. This could involve tweaking your website design, adjusting your messaging, or reducing barriers to entry.
A/B & Split Testing
A/B testing and split testing are two of the most common types of digital experimentation. A/B testing involves testing two different versions of a webpage or ad to see which one performs better. Split testing is similar, but involves testing multiple versions at once. Both of these methods can help you identify the most effective elements of your online presence, such as headline copy, call-to-action buttons, or product images.
Testing Images & Videos
Images and videos are powerful tools for engaging your audience and communicating your brand message. However, not all images and videos are created equal. By experimenting with different visual content, you can identify the types of images and videos that resonate most with your audience. For example, you might test different product images or try out different video formats (such as explainer videos or product demos).
Finding Your Brand Voice
Your brand voice is the unique tone and style of your brand’s messaging. It’s the personality that your brand conveys through its content and interactions with audiences. By experimenting with different tonal styles and messaging, you can find the brand voice that resonates most with your target audience. This could involve testing different taglines, using humor in your messaging, or trying out new storytelling techniques.
Tracking Experiment Results
One of the most important aspects of digital experimentation is tracking and analyzing your results. By using tools like Google Analytics, you can monitor the performance of your experiments and identify key metrics like click-through rates, bounce rates, and conversion rates. This data can help you refine your experiments over time and ensure that you’re making data-driven decisions about your online presence.
Finding What Works For You
Digital experimentation is a powerful tool for optimizing your online presence and driving conversions. By testing and analyzing different strategies, you can identify the most effective approaches for engaging your audience and achieving your business goals. Whether you’re experimenting with A/B testing, testing images and videos, or finding your brand voice, the key is to approach experimentation with an open mind and be willing to adapt and iterate based on the results. So go ahead and experiment with your online presence – after all, the possibilities are endless!
Taking Inspiration
Experimentation: Taking Inspiration

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Creating a digital strategy roadmap may seem daunting, but by breaking it down into four key chapters – Foundation, Optimization, Amplification, and Experimentation – you can create a sustainable and measurable plan for your digital marketing efforts. By understanding your business, creating an effective website, and leveraging all the digital marketing channels available to you, you can achieve your business goals and stay ahead of the competition. So what are you waiting for? Start creating your digital strategy roadmap today and watch your business thrive in the digital age.

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Find Inspiration & Competition

We’re always excited when an arts organization makes an exceptional online showing. We’ve got an ongoing inspiration leaderboard that highlights the best examples of performing arts organizations online. Use these webites as examples of quality; take inpiration from their structure and content, and perhaps even mimic their approach as a sound starting point for your own digital efforts. 

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