How to build a digital marketing roadmap for your brand

How to build a digital marketing roadmap for your brand

The digital world is vast. Think of it as another planet with different communities, cultures, and interests. All of this creates an interesting opportunity for brands to meet their marketing objectives of driving awareness, as well as increase engagement and sales opportunities. However, it could be equally daunting for new entrants for the same reason it’s exciting – it’s a vast space and you might not know where to begin. 

If you happen to be a new entrant or you’re looking for some insights on re-envisioning your digital journey and growth, we created this piece specifically for you. 

At the end of this read, we are confident that you’d have all the knowledge you need to enable you to create your own digital marketing roadmap. 

What is a Digital Marketing Roadmap 

A digital marketing roadmap is a blueprint for the totality of a brand’s online marketing efforts. It shows how the brand intends to leverage all available digital channels from social media, to websites, emails, search engines, and everything in between to achieve its set marketing targets. 

There is no one-size-fits-all digital marketing roadmap for all brands as brands are intrinsically different. Brands have different archetypes, purposes, products, target audiences,  and a lot more differentiating elements. As such merely copying and pasting competitor tactics may lead brands straightway to failure. 

Hence, designing a digital marketing roadmap must be a deliberate exercise, aided by research. 

How to create a digital marketing roadmap

With the right direction, designing an effective digital marketing roadmap could be easy. Here are a few steps easy that you must take when designing your digital marketing roadmap.  

1. Define your objectives

This is inarguably the first step you’d need to take in creating your digital marketing roadmap. This exercise answers the question “why?”. And answering this would set the tone for creatively thinking through how these objectives can be achieved. 

Objectives can be long-term or short-term. They can range from increasing brand awareness to increasing brand engagement among the target audience. For some other businesses, a major objective could be securing sales whilst for content creators, an objective could be increasing listeners, readers, or viewers. 

When your objectives are defined what needs to be done becomes clearer. 

2. Define your targets/audience. 

The digital landscape is home to people within different age groups with varying interests, preferences, and user behavior. These people also have associated with different online communities. Understanding this audience dynamics and defining which group of people you would like to target will help to make marketing efforts fruitful.  

3. Know your competitors 

It’s not a healthy practice to imitate competitors or obsess over them. However, it’s good to keep an eye on them and see what they’re up to. Monitoring competitors can help you uncover vital information such as; 

  1. Social media strategies 
  2. Best content forms 
  3. SEO keyword insight 

4. Identify relevant digital channels

The best approach is to know where to find your audience and establish your presence on those platforms. Search engine marketing has become increasingly popular due to the amount of traffic recorded on this channel on a daily basis. As such, search engines have become an important channel for all brands, and marketing professionals are spending heavy budgets on exploring this channel. 

However, there are other channels that might be more specific to your unique audience. For a B2B agency, you might want to establish a strong presence on LinkedIn.  Understanding the channels that are relevant to your audience will help with meeting your targets. 

5. Plan and create content 

At this point, you already know what you want to achieve, what your competitors are doing to achieve the same or similar results, who you need to target, and where you can find them. So, you have enough information to determine your content strategy. 

content strategy will cover your unique content direction, defined content pillars, selected platforms as well as publishing schedules.

At the end of these five exercises, you would find that you have a clearly defined direction for your online brand activities geared towards achieving your marketing objectives. 

After these exercise it’s also important to check for the following elements in order to ensure maximum practicability; 

Top 5 key element of a good digital marketing roadmap

  • Strategy: The goals of the digital marketing team, including how you plan to attract and convert more users
  • Initiatives: High-level programs or campaigns that support those team goals
  • Time frame: Details on how long campaigns will run and when work needs to be completed
  • Activities: What tactics will be used — such as paid search, SEO, social media, and email marketing
  • Execution plan: How you plan to execute all strategies.

Need help with creating your unique digital marketing roadmap? Say hello to marketing professionals at Printipy and set up a consultation session or Find out more about Printipy at 

Introduction to SEO for Startups companies in Nigeria

Introduction to SEO for Startups companies in Nigeria

In today’s world of marketing, SEO is considered golden for all corporate and startups brands. Its value is truly inestimable and this is mostly because of how it is able to create such a great organic relationship between brands and their potential customers in only a matter of weeks or months. 

But, what exactly is it? does it truly work? If yes, what can your business do to leverage the power of SEO in order to achieve its goals?

What is SEO

As you may already know, SEO stands for “Search Engine Optimization”. It refers to the act of increasing the quality and value of content on a website and the website itself, based on insight, in order to earn a favourable position on search results. 

Let’s break that down using something you’re familiar with. Your user behavior during interactions with search engines. When you go online to search for a product or maybe a recipe, here’s what happens. You enter your search query e.g. African seafood special recipe. When you enter this keyword and hit the search button, a long list of possible results/ answers to your search query is presented to you by the search engine in the other of perceived relevance. 

In this context, the more relevant or valuable the search engine’s bot estimate any content to be, the more likely it is to show up at the top of the list. SEO focuses on making that happen. 

From this, we can deduce that two things are crucial when it comes to SEO. the first is knowing what your audience wants and how they search for it so that you can optimize your website content to suit that want. The second is ensuring that both the content and the website is good enough for the search engines minions – globally known as bots. 

Does SEO work 

First, the fact that you’re reading this right now is a testament to the fact that SEO works. We knew someone out there was going to search for content around SEO whilst seeking to know more about its application, hence we created this article to meet that search query. Google found it worthy to be listed among search results when you searched and you clicked on it because it was one of the first page results. And…we’re here. 

Several companies have been able to target their consumers’ interest by understanding the keywords they use during search and that has helped to bring these companies right before their prospects and even better, create room for sales conversations, leading to profit maximization. 

Top 6 SEO requirements for corporate and startups

Here are a few things that brands must do if they must get their SEO strategies right; 

  1. Carryout Keyword Research 

Keyword research is one of the most crucial parts of search engine optimization. It is how you get to know what your intended audience is looking for and also understand what keywords they use whilst looking for these things. Keyword research forms great input into content creation. It helps you know what questions to answer in your content and what keywords to use while developing your content for relevance’s sake. 

  1. Focus on creating quality content 

After performing detailed keyword research and understanding what prospects are in search of, what’s next? We create contents that speak directly to those searches. To build quality content we must consider the following; resourcefulness, readability, the volume of relevant information captured, references to previous articles on the website and other articles and third party sites. 

  1. Prioritize backlinking 

Speaking of third party sites, backlinking is a great way of positioning a website as credible or authentic before Google. Being connected with known publishers or blogs could help to increase your social equity. 

  1. Optimize for mobile friendliness 

In today’s world, most website visitors browse using their smartphones. Hence it’s important that as much as we can, we make the user experience and user interface of our website more appealing.

  1. Guarantee speedy loadtime

Everybody hates websites that take forever to load. I hate it and I’m pretty sure you do too. So, if your website loads slowly then… you know already.

  1. Monitor changes closely 

Monitoring is very important. For this, we will need an analytics tool. In point 4 I mentioned that most website visitors come from mobile and the same will very likely happen in your context. However, that doesn’t hold water everywhere because I was once with a tech consultant agency for African business and 77% or more of their audience used their PCs owing to the fact that they were B2B brands. Hence, it’s always important to monitor and have adequate insight into the situation of things. 

Top 6 SEO tools for corporate brands 

Here is a list of important SEO tools for corporate brands who are looking to explore the possibilities of search engine optimization and benefit from the accompanying result; 

  1. Google Keyword Planner 

Say hello to the ultimate keyword research help. Here’s one of the tools that can help immensely with researching consumer interest and knowing their choice of words during searches.

  1. SEMRush

Semrush is an all-in-one tool suite for improving online visibility and discovering marketing insights. A free version of the tool is available online with limited functionality. Users can unluck more of the tool’s functions, following a subscription. 

  1. Google Analytics 

We cannot overemphasize the importance of monitoring. Thankfully, Google has blessed us with a monitoring tool of their own. Google Analytics gives you insight into your website data so that you can better understand your user behaviour and optimize web performance to create a better experience for all visitors. With Google Analytics, you can get information on traffic source, user device, web load time and more.

  1. Ahrefs

Ahrefs is one of the most recommended SEO tools online. It’s only second to Google when it comes to being the largest website crawlers. It has a site audit feature that’s allegedly one of the best available. 

  1. Google search console

Provided you own a website, Google search console is free to use. It helps you monitor your website and report on its presence on Google SERP.  This tool is very important because it can help you understand how Google and its users view your website and allow you to optimize for better performance in Google search results.

  1. Ubbersuggest

Ubersuggest ia a keyword research fave. It’s a free keyword finder tool that helps you identify keywords and also the search intent behind them by showing the top ranking SERPs from short to long-tail phrases. You can find the right terms to use on your website with hundreds of suggestions from this free great keyword tool.


SEO presents brands with a great opportunity to increase their awareness and revenue channel. But, what’s better than that is the possibility of having all of these optimization processes fully managed while you focus on other high-priority business demands. 

Printipy’s team of SEO professionals at is currently offering free SEO audits for interested businesses and they are open to meeting new brands. Say hello in less than a minute.

The role of product marketing for startups, SMEs, and corporate organizations

The role of product marketing for startups, SMEs, and corporate organizations

The role of product marketing is to understand and market not just goods and services to customers like me and you, but also stand in the gap for customers, telling companies what the people want.

Any organization that must function effectively must listen to what the people have to say, the people are the business and this is why product marketing is important. They help marketing, sales, and customer success teams succeed by driving product demand and usage.

With that in mind, we prepared this guide to help explain what product marketing is, what a product marketer’s responsibilities are, how to measure product marketing success, and much more.

Product marketing overview

When you see an ad for the iPhone, with its sleek body, elegant design, and classy finish, what comes to mind? Apple has remained at the top of the mobile ranking and has maintained its position by creating a brand that represents elegance and status. You want an iPhone. You may not need it, but you certainly want to be a part of the clique – the one percent. If you get the drill; that is exactly what Apple’s branding wants you to feel.

So, who is responsible for this kind of marketing? Who contributes to creating information that piques consumers’ interest in new and upgraded items, such as Apple’s iPhone 13? Who motivates customers to buy? The phrase ‘product marketers’ summarizes the answer to the preceding questions.

Product marketing aims to understand the market better; what are its demands, what does it need, and whether this product works in this market or not. However, to get answers to these questions, product marketing focuses on the consumers of these products, researching about them, taking the stats and doing the numbers.

Product marketing also entails creating brand positioning, coming up with the brand messaging, establishing competitive differences and ensuring that the sales and marketing teams are on the same page so they can function effectively. This type of strategic marketing focuses on a specific product or product range. Product marketing is, in reality, an integral part of product management as a whole.

What Is a Product Marketing Strategy?

The positioning, price, and promotion of your new product are all guided by your product marketing strategy. It guides you through creating your products and advises you on which new customers and areas to target for launch and marketing. Let’s look at five steps to help you maximize your product marketing strategy.

Customer Development

Before launch, a product marketer’s role is to establish the target market and get to know the potential client. After developing client personas, the product marketer’s task is to put what they’ve learned into practice. A positioning memo or a collection of important messages can be used to accomplish this. With their positioning, product marketers attempt to address the following four questions:

·    What is the target market for this product?

·    What is the purpose of this product?

·    Why should buyers be interested in using it?

·    What makes this product stand out from the competition?

Positioning and messaging

The product marketer’s task now is to make sure that everyone in the organization understands the positioning and message that have been produced. If no one is on the same page, positioning is pointless. As a result, product marketers need to gain buy-in and communicate crucial ideas throughout the organization.

This is fundamental to your overall brand positioning, as it allows product marketers to collaborate with other marketing employees to develop a powerful GTM message.

Developing a Launch Strategy

Product marketers are in charge of developing a launch strategy, which often involves teams from all around the company, including traditional marketing, revenue, and support. Most product marketers are judged on demand at the end of the day (new sign-ups, cross-sells, or feature adoption). As a result, developing a solid launch strategy is crucial to a successful launch.

Content Creation for the Launch

Any launch plan’s content is the glue that holds it all together. Product marketers will collaborate with many teams inside a company on launch material. This content includes demo decks, product images, sales materials, blog entries, landing pages, and website updates.

Getting the team ready

Internal communication is equally as essential as external communication for a product introduction. Before a product launch, the product marketer’s role is to ensure that the entire team is prepared and ready to go. This often entails anything from ensuring that the website is ready to go live to ensuring that the support team handles phone inquiries and chats.

Product Launch

For a product marketer, the actual product launch is the turning point. When the rubber strikes the road, consumers begin to pour in.


Finally, you’ll want to assess how successful your launch strategy was. This may be done by keeping track of consumer and internal feedback. Keep track of the launch’s success using important indicators such as adoption, up-sell, and cross-sell.

How to implement product marketing in an organization

There are four key steps to follow when it comes to product marketing.

  • Identifying the target market:

The company needs to discover and contact a significant percentage of its customers, or at the very least a significant fraction of its most valuable customers, directly. It’s vital to get to know your customers as thoroughly as possible. Not only should the information include their names and identifiable features, but also their habits, tastes, and so on. A snapshot of data is not enough; you need more. At every point of contact, in every medium utilized, at every location, and across every division, the company should be able to recognize the consumer.

  • Differentiating consumers

Now it’s time to separate the wolf from the sheep. There are two ways in which customers differ. They have various demands and represent varying amounts of value to the company. Once the demands and value of each client have been established, the company’s behavior may be tailored to match the customer’s value and needs.

  •  Engaging with consumers

When interacting with customers, it is vital to be cost-effective and successful. Directing customer interaction reduces the cost of the company. It would be more cost-effective to provide information over the web than run a contact center where calls have to be attended to, which translates to staff being hired and paid.

By sending appropriate and timely communications to customers, a company can improve the effectiveness of its customer contact activities. Also, set up automated responses that help you gather information. This data should then be collected and stored for as long as possible. Why? Because that data could be useful soon and aid the marketing team in making better products.

  • Creating and producing a unique product:

With the information gathered and the research done, the team can start creating a new product that can meet the customer’s needs. Armed with data and information, the marketing team is not going in blind, reducing costs.

For example, if a company wants to sell a service to a family, the intel collected says that men are often not at home to watch advertisements on TV, but their wives are during that time of the day. Then the marketing team can tailor their adverts to women and the family. These women will then tell their husbands what they saw on TV that afternoon. Therefore, converting ads to sales.

How to measure the impact of product marketing

The key performance indicators for product marketing will vary based on the composition of your team. For example, if enablement managers work outside of product marketing, their internal KPIs will not be linked to product marketing performance.

So, how should product marketers evaluate their effectiveness in general? Databox polled product marketers to determine which KPIs were most important to them. According to the poll, product marketers are continually focused on the customer:

“Amongst the group of experts we surveyed, we found that product marketing’s main goal is sign-ups. Almost as frequently mentioned were active product usage and paid activations. Churn reduction and upgrades were mentioned quite a bit less frequently as primary goals. So, it seems that product marketing is mostly focused on getting users in the door and getting them to purchase and use the product.”

In addition to this, the team identified thirteen KPIs product marketers should focus on:

·    Frequency of high-value actions

·    Sales close rate

·    Customer lifetime value

·    Net Promoter Score

·    Customer sentiment

·    Market share

·    Product description clarity

·    Product usage

·    Number of contacts

·    Revenue

·    Assisted conversions

·    Qualified leads

·    Cost of each acquisition

You can find more information on these KPIs here.


Product marketing still plays a vital role in the extremely competitive technology business. We hope that this article has helped clarify what current product marketing entails. Through product marketing, the consumer and the market should be well understood. Product marketers are in charge of positioning, messaging, customer feedback, and the complete go-to-market plan for a product before launch.

Eight types of Digital Marketing and their Purposes

Eight types of Digital Marketing and their Purposes

Marketing is essential to how brands create awareness for their products and services and in turn generate sales. it is all about connecting customers to what brands have to offer at the right time and right place.

With the advent and adoption of social media by all and sundry. Marketing has become wider than before. Everybody is online and businesses have sought out ways to make this work to their advantage by creating content that is not only engaging but generates leads for their business.

An essential way to make a significant impact on the internet and social media (which data has suggested boast about 4 billion users) is through the use of digital marketing. The influence digital marketing has on businesses that adopt it is endless.

What is Digital Marketing

Digital Marketing is the curation of all marketing activities carried out in the digital space to market a product or service. This employs the use of the internet and electronic devices to promote, generate engagement for the business. It is also a way to disseminate the brand message, advertisement and also measure brand impact in the market space. Digital marketing takes advantage of the audience in the internet space and connects brands and their product to the available customers online.

Importance of Digital Marketing

Digital marketing is not just here to stay but to set its root as the evolution that has happened in the marketing space. Everyone is online and basically, all information flows through the internet. This makes digital marketing the best way for businesses to gain publicity and generate more revenue.

Only digital marketing can provide targeted and personalized advertising based on the preferences and tastes of individual customers.

Why is Digital Marketing Vital in a Business?

The entire world is almost digital, information is available almost everywhere online. There is no surprise as to the impact of digital marketing on corporate brands and startups alike.

Brands have adopted the use of digital marketing to help drive sales, generate leads, and gain brand awareness. The influence of digital marketing is unparalleled as it offers myriad options for corporate brands.

Types of Digital Marketing

There are different types of digital marketing but they all play a crucial role in any business. It is important to not just focus on one type of digital marketing technique as they are all instrumental to the continued success of a brand. The types of digital marketing include:

What is Digital Marketing & Types of Digital Marketing (2022)What is Digital Marketing & Types of Digital Marketing (2022)
Infidigit: Types of digital marketing
  1. Content Marketing

This forms the very backbone of digital marketing as it can be used to transform passive websites or social media pages into active customers. Content marketing is the art of using a storyline with valuable information that translates to brand building and awareness among the target audience. An effective content marketing strategy is essential for building relationships with the target audience and providing value with content.

  1. Search Engine Optimization (SEO)

Search Engine Optimization or SEO is amongst the most important types of digital marketing for your business. This helps to ensure that your articles, social media content, and web pages are at the top of the search results of search engines like google. This is actualized by focusing on keywords or phrases within your content that suit popular trends and what consumers are searching for. The channels that benefit more from SEO include websites, blogs, and infographics.

Although SEO is essential for brand top-of-mind awareness, one mustn’t go overboard with the use of keywords. Forcing keywords can make the copy seem unnatural causing the quality of the content to drop and become less appealing to the consumers of such content. If you want to reach mass people online and boost sales, SEO is a business priority.

  1. Search Engine Marketing (SEM)

As mentioned above, SEM is also similar to SEO. Search Engine Marketing is simply the paid version of SEO and with the help of SEM, a company can purchase advertising space that appears on the Search Engine Result Page. By maintaining a combination of both SEO and SEM, brands can expect a boost in their traffic.

  1. Social Media Marketing

Almost every one of differing demographics is on social media. Social media plays a crucial role in the digital marketing strategy of every organization. Through the promotion of products and services on various social media channels such as Twitter, Instagram, YouTube. You tend to boost traffic to your social media pages, websites, generate leads and also increase brand awareness.

Social media marketing works hand in hand with other types of digital marketing as one cannot function without the other.

  1. Email Marketing

Another type of digital marketing is Email Marketing. This entails sending emails to existing and potential client bases to promote the business. An essential way to build email marketing is through the use of newsletters. This is achieved by asking people to sign up for the newsletters when they sign up on your website and then use the opportunity to send them regular updates about your products and services.

  1. Affiliate Marketing

This is a type of digital marketing that helps a business promote sales. This helps businesses partner up with another business and promote it on their website/app. Affiliate marketers help sell other people’s products through the use of various marketing strategies and in return will receive a commission when a lead is generated. This is a way for businesses to expand their reach and grow more organically.

  1. Influencer Marketing

This is another essential type of digital marketing. This involves the use of individuals with huge followings i.e., celebrities, influencers to promote products and services. This form of digital marketing has become very common amongst both established brands and startups alike. When this is done right, the scope of influencer marketing is very huge and comes with huge benefits.

  1. Mobile Marketing

Another type of digital marketing used by most brands is mobile marketing. In this century, people are practically glued to their mobile devices and brands use this to target a potential client base through the use of apps or SMS.

The use of a simple, user-friendly app helps people engage more with a brand. At the same time, websites and brands can also send out regular push notifications through the apps while SMS can be used to make people have different discounted offers up for grabs.

Digital Marketing scope keeps spanning as we keep entering into the world of digitization and businesses need to keep on taking advantage of the benefit it brings.

Over to you

Explore the world of digital marketing and enjoy all its benefits by allowing Printipy to carry all your marketing burdens. With years of expertise in growing brand experience. Your digital marketing journey can only be a success with Printipy.