The Laid-Back Guide to Digital Marketing Strategy (From a Gen-Xer Who Still Remembers Dial-Up)
Remember when the biggest tech problem was your sibling picking up the landline and kicking you off AOL? Life was simpler then. You didn’t need a digital strategy because “going online” was itself the strategy.
But in 2025, digital marketing isn’t optional. It’s survival. If you don’t have a roadmap, you’re basically throwing spaghetti at the wall and hoping one noodle sticks. Spoiler alert: that’s a lot of wasted pasta.
This guide is your chill, surf-vibe crash course on building a strategy that actually works. It’s not a stuffy textbook. It’s more like if your Gen-X neighbor, who still wears Vans and references Wayne’s World, sat you down and said: “Here’s how not to screw this up.”
Step 1: Know Thy People (Your Audience)
If you don’t know your audience, you’re basically shouting into the void. And nobody wants to be that guy at the party talking about crypto when everyone else is debating best burrito spots.
Real-World Example: Spotify Wrapped
Spotify knows its audience so well it turned listening habits into a global cultural event. Every December, people can’t wait to post their Wrapped stats. It’s genius because it’s not just data—it’s personalized data. That kind of intimacy keeps customers loyal.
Mini-Case: The Local Yoga Studio
I worked with a yoga studio in San Diego (yep, where yoga mats outnumber surfboards). Instead of targeting “women 25–40,” we built personas:
Stressed-out Stacy: corporate worker looking to unwind after work.
New Mom Maria: craving community and post-baby movement.
Eco-Conscious Eric: wants sustainability front and center.
Once we understood these personas, the studio created classes, posts, and even membership perks tailored to them. Memberships shot up by 30% in six months.
Takeaway: Don’t market to “everybody.” You’ll end up resonating with nobody.
Step 2: Set Goals You Can Actually Measure
Marketing without goals is like trying to drive to Vegas without GPS. You’ll end up broke, tired, and probably somewhere in Barstow wondering what went wrong.
SMART Goals in Action
Bad Goal: “We want more leads.”
SMART Goal: “We want 50 new qualified leads from Facebook Ads in the next 60 days.”
See the difference? One’s a wish. The other’s a plan.
Mini-Case: The Coffee Shop with Lofty Dreams
A coffee shop in LA wanted to “grow.” That was it. Grow. After some digging, we made a SMART goal: “Increase loyalty program sign-ups by 25% in 90 days.” We launched a social campaign offering a free pastry for anyone who joined. Simple, measurable, effective. They hit 30% in 75 days.
Dad joke break: Why did the marketer break up with the calendar?
Too many “dates” that weren’t converting.
Step 3: Pick Your Playgrounds Wisely
Not all platforms are created equal. You wouldn’t take your surfboard to the desert, and you shouldn’t waste time posting on a channel your audience doesn’t use.
Real-World Example: Wendy’s Twitter (X?)
Wendy’s turned Twitter into a roast battleground. They didn’t try to dominate Instagram with pretty food pics or LinkedIn with corporate speak. They found their playground—Twitter—and made it theirs with sass, personality, and humor.
Mini-Case: The Solar Company in Arizona
This solar panel installer was trying to do everything—Twitter, Pinterest, LinkedIn, TikTok. Nothing was working. We stripped it back:
Google Ads for local intent searches.
Facebook groups for community education.
YouTube for short explainer videos.
Boom. Leads doubled in three months.
Lesson: Less is more. Find the 2–3 channels that matter most to your audience and go all in.
Step 4: Content Isn’t Just King—It’s the Whole Dang Kingdom
Think of content as the surfboard that keeps you riding the digital waves. No content? You’re just floating out there, waiting for sharks.
Real-World Example: Red Bull
Red Bull doesn’t sell “energy drinks.” They sell a lifestyle. Their content is packed with extreme sports, stunts, and high-adrenaline videos. The drink is almost an afterthought. That’s content strategy done right.
Mini-Case: The CPA Nobody Wanted to Read
A CPA firm (yes, thrilling stuff) came to me complaining nobody read their newsletters. We spiced it up with blogs like “5 Tax Deductions Your Dog Could Remind You About” and “The Accountant’s Guide to Surviving April with Sanity.” Engagement doubled. Humor + expertise = winning combo.
Pro Tip: Your content doesn’t need to be dry. Be useful, but don’t be afraid to add a little flavor.
Step 5: Measure, Tweak, Repeat
Here’s where too many businesses trip: they launch something, never check the numbers, and wonder why nothing works.
Analytics are your friend. They’re the scoreboard of your marketing game.
Key Metrics to Watch
Traffic: How many people are finding you?
Engagement: Are they reading, watching, sharing?
Conversions: Are they signing up or buying?
Retention: Are they coming back, or ghosting you like a bad Tinder date?
Mini-Case: The E-Commerce Store That Fixed Its Checkout
An e-commerce shop had great traffic but terrible sales. Data showed 70% of people were bailing at checkout. We simplified the process—fewer fields, guest checkout option—and conversions jumped 18% overnight. Sometimes the fix is that simple.
Step 6: Don’t Forget the Human Touch
At the end of the day, people don’t buy from logos. They buy from people.
Real-World Example: Patagonia
Patagonia’s “Don’t Buy This Jacket” campaign was wild. They literally told customers not to buy unless they needed it. It worked because it matched their values (sustainability, anti-consumerism). Customers felt like they were buying into a movement, not just outerwear.
Mini-Case: The Plumber Who Went Viral
A plumber in Florida started filming TikToks explaining simple fixes: unclogging sinks, stopping running toilets. He wasn’t polished—sometimes his dog wandered into the frame. But people loved it. He booked out three months in advance.
Moral of the story: authenticity beats perfection. Show your quirks. People will connect.
Step 7: Keep an Eye on What’s Coming
Digital marketing is a moving target. You can’t just set your plan and retire on a beach in Cabo (though I wish).
What’s Hot in 2025
AI everywhere: From email subject lines to ad targeting, AI tools are now standard. Use them to speed things up, but don’t let them replace your voice.
Short-form video: TikTok, Reels, Shorts. Still dominating.
Community commerce: Buying directly inside apps like TikTok or Instagram.
Voice search: “Hey Siri, where’s the best pizza near me?” Optimize for conversational queries.
Private communities: People want exclusivity—Slack groups, memberships, Discords.
If you ignore these, you’ll end up playing catch-up. And in marketing, catch-up usually means you’re already behind the curve.
Wrapping It Up: Your Game Plan
Let’s land this plane:
Know your audience like you know your go-to In-N-Out order.
Set SMART goals so you’re not just throwing darts in the dark.
Pick the right channels—go where your people hang out.
Create content that doesn’t suck. Make it valuable and fun.
Track, tweak, repeat. Data is your GPS.
Be human. People want people, not robots.
Watch trends. The digital tide shifts fast—surf it, don’t get wiped out.
Marketing doesn’t have to feel overwhelming. Think of it like surfing: you learn the waves, you practice, you wipe out, you laugh, you try again. Eventually, you’re riding like a pro.
And hey, if you do wipe out? Just remember: even the best surfers get water up their nose sometimes.