From random acts of marketing to a clear digital roadmap

From random acts of marketing to a clear digital roadmap

Most established businesses are not failing at marketing because of a lack of effort. They are failing because that effort is scattered across too many disconnected moves.​

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A LinkedIn push here. A quick Meta campaign there. A landing page for an offer that no longer exists. A CRM that is technically “set up” but no one trusts the data in it.​

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Over time, this becomes the default. Random acts of marketing. Lots of activity, not much compounding.​

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A digital presence strategy is how you break that pattern. It is the difference between “let’s try this” and “this is the system we are building for the next 2–3 years”.​

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Step 1: Clarify the next 2–3 years

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The first step is not a channel. It is direction.​

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For founders and owners, that usually means answering a few uncomfortable questions:

• What kind of growth are we actually aiming for, not just hoping for?
• Which customers do we want more of, and which are we quietly done with?
• What do we want to be known for when someone describes us in one sentence?​

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This is where commercial goals and positioning meet. The output is simple on purpose:

• A clear picture of the business you are building in 2–3 years.
• A short list of growth priorities.
• A sharper definition of the people you want to attract and keep.​

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Without this, every marketing conversation defaults to tactics. With it, you can judge every idea against a direction instead of a vibe.​

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Step 2: Map the ecosystem, not the channels

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Once the direction is clear, the next step is to map the ecosystem.​

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This is where you stop thinking in isolated channels and start thinking in journeys: how people find you, understand you, choose you and stay with you.​

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For most growing businesses, the ecosystem includes:

• Brand and messaging: how you show up and what you say.
• Website and key landing pages: where people go to understand and decide.
• Email and lifecycle: how you follow up and nurture.
• Search and paid: how you get in front of intent.
• Social and content: how you stay visible and useful between decisions.
• Sales and success: how the handover feels and what happens after they buy.​

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The work is to map what exists today, what is missing and where the weak links are. Not in a 60‑page deck, but on one page that shows how the pieces connect.​

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This is often where the real “aha” moments live. You realise you are overspending on acquisition while neglecting nurture and referral. Or you see that the website is written for past‑you, not the business you run now.​

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Step 3: Give every touchpoint a job

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Once the ecosystem is mapped, each touchpoint needs a job.​

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A homepage that tries to be everything to everyone ends up doing nothing particularly well. A campaign that has no clear role in the journey just adds noise.​

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A useful way to do this is to assign roles such as:

• Attract: grab the right attention and filter out the wrong fit.
• Educate: help people understand the problem and your approach.
• Convert: make it easy and compelling to take the next step.
• Onboard: set expectations and build trust from day one.
• Retain: keep delivering value so staying is the obvious choice.
• Refer: make it natural and low‑friction to spread the word.​

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Every key page, email, asset and campaign gets tagged with one of these roles. If it has no role, it is either retired or rewritten.​

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This is where random acts of marketing start to disappear. Your team stops asking “what should we post?” and starts asking “which part of the journey needs help right now?”.​

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What you get from a clear roadmap

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When you put these three steps together, you get more than a neat diagram.​

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You get a digital roadmap that:

• Shows what you are building over the next 2–3 years, not just next month.
• Makes trade‑offs explicit so you can say “no” to good ideas that are not for right now.
• Gives your team and partners a shared view of what matters and why.​

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For founders, that means less whiplash and more confidence that marketing is building something, not just burning budget. For lean marketing teams, it means every brief and campaign has a clear place in the bigger picture.​

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This is the heart of Lobos’ work on digital presence strategy: turning scattered channels into one connected ecosystem that can grow with the business, instead of holding it back.​

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If your current marketing feels like a pile of one‑off experiments, it might be time to stop adding more and start drawing the map.

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