First, you need to research the market. Define the brand and content strategy. Decide on the digital channels for acquisition, conversion and retention. Don’t forget to define the KPI-s. After you have your digital marketing strategy, you’re set. This is your treasure map. Follow the instructions and put in a lot of hard work, the success is at hand.
What marketing mix are your competitors using? We have to benchmark against competitors. Why? To find out about their weak points and the areas in which we can be better without wasting the resources. Benchmarking in areas of digital tactics is also needed.
Here, it’s all about getting to know your customer. Who are they and how do they behave? What are their goals? We can map out the touchpoints in which the customer comes into contact with the brand. All that knowledge can be used to optimize the website. To improve the customer experience and happiness. It's an iterative and ongoing process.
There is a lot of work to do between making the digital marketing strategy and the website going live. The informational website architecture is the keyword research divided into meaningful parts (URL-s). Each set of URL-s should have its own mini topic with no overlap.
There is a big communication gap between web developers, marketing departments, and clients. I'm speaking from experience. This can produce suboptimal results, errors in decision making, and implementation. Everybody has their own motivation and a certain level of communication skills. Oftentimes, a mediator (or a project manager) is needed.