Digital Marketing, Step by Step for 2027

Turn scattered digital activity into a focused plan: choose two or three priority channels, run each one with a clear method and measure which ones really bring in customers.

Who it's for

For marketing managers, founders, small business owners, consultants and students who have to make digital marketing work in practice and want a method rather than a list of tips. You do not need to run every channel at once: start with the plan in Chapter 1, then read the chapters for the channels you choose.

What you'll learn

• Build a short digital plan with Dave Chaffey’s RACE framework (Plan, Reach, Act, Convert, Engage), giving each priority channel a job and one metric per stage.
• Build landing pages with message match, a clear offer, proof and one call to action.
• Research search intent, map keywords to the right pages, fix the technical basics and build your local presence in search.
• Set a cost per acquisition you can afford and structure paid search around tight themes, keywords and negatives.
• Choose social platforms that suit your audience and capacity, manage your community, and run paid social campaigns structured by funnel stage with disciplined creative testing.
• Build an email list on clear consent and set up automated sequences that welcome, nurture and win back subscribers.
• Brief creators, affiliates and partners clearly, make every paid relationship obvious to the audience, tag every link with UTM parameters and improve through a weekly dashboard and a test-and-learn cycle.

What's inside

• 65 pages, 9 chapters
• Every chapter follows the same pattern: key concepts, a step-by-step method, an illustrative example from a fictional UK organisation, a ready-to-use tool, common mistakes, key steps and a “Try it” exercise
• Tools include a digital channel plan, landing page checklist, keyword map, campaign structure template, social media operating plan, creative testing matrix, email sequence planner, creator brief template, UTM naming convention and weekly digital dashboard
• UK notes on advertising, consent and data rules, given as general guidance
• A 30-60-90 day digital marketing plan with checklists and a weekly routine, plus a glossary
• PDF in A4 format — read on screen or print
• Instant download after purchase

Contents

1. Building Your Digital Marketing Plan
2. Landing Pages That Convert
3. Getting Found Through Search
4. Paid Search That Pays Back
5. Social Media That Builds an Audience
6. Paid Social Advertising
7. Email Marketing and Automation
8. Influencer, Affiliate and Partner Marketing
9. Measuring and Optimising Digital Performance

Part of The Business Library

This title is one of the 55 ebooks in The Business Library, available together for £109 (worth £1,437 if bought separately: the total of the individual prices of the included titles in our store). It is also included in The Ultimate Business Bundle, which adds 8 checklists and toolkits and 10 workbooks — all 73 products for £147.