Plan your complete online strategy with our digital marketing Canvas model – WAU

If you were interested in the title of this post and started reading, you are probably a person who is interested in starting your Digital Marketing strategy but may not yet know where to start. Am I right? You don’t need to be inhibited because you don’t know where to start. I confess that when I entered the labor market myself […]

If you were interested in the title of this post and started reading, you are probably a person who is interested in starting your Digital Marketing strategy but may not yet know where to start.

Am I right?

You don’t need to be inhibited because you don’t know where to start. I confess that when I entered the Digital Marketing market myself, I knew very little about how to design a complete strategy that would bring real results to companies.

The planning part is what really defines the actions you are going to take as part of a strategic plan. Therefore, this part can never be neglected, but rather structured and well thought out.

So, I want to help you with that part!

I developed, together with my team here at Websites Are Us, a structuring model for your entire Digital Marketing strategy, which should be your starting point for your Marketing strategy.

I present here the Digital Marketing Canvas, also abbreviated as CMD!

What is Digital Marketing Canvas?

The “Canvas” framework has become very well known from the Business Model Canvas, or Business Model Canvas, which is widely used by entrepreneurs who want to start developing the idea behind their new venture.

But, explaining in a simpler way, Canvas works as a picture of all the details that you need to pay attention to at the time of strategic planning of your company. Usually, it is with small staff that “tell the story” of the business model that is about to be created, guiding future actions.

Knowing the importance that Business Model Canvas has for entrepreneurs, we decided to create a unique and exclusive model from Websites Are Us of Digital Marketing Canvas!

Digital Marketing Canvas

Download our free and editable CMD template to organize your company’s digital strategy!


Similarly, the CMD is a framework designed to guide the beginning of your online strategy. Next, I’ll give you a step by step how to fill yours!

How to fill the Digital Marketing Canvas?

The CMD consists of 10 fields:

  • Value propositions
  • Metrics (KPIs)
  • Persona
  • Channels
  • Key activities
  • Tools
  • Partners
  • Content strategy
  • Total Marketing Budget
  • Expected result

The logic for filling in the Canvas fields works in the order listed above (even if these tables are not arranged in exact sequence). This is because the Canvas framework usually follows the neuroscience model, which says that the right side of our brain is connected to emotions and the left side to logic.

Therefore, the sequence of filling in the CMD must start in the middle, in the Valor Proposal field, which is the definition of the marketing objective in a more general way; continue filling in the fields on the right, that is, those that have the emotional value of carrying out such a strategy; proceed to the fields on the left, to draw the charts that represent logic and efficiency; and, finally, fill in the fields of the bottom layer, which represent the bases that support all this planning.

Is it too complex? Rest assured, let’s go through each of the fields:

1. Value Proposition

As previously stated, the Value Proposition field is the first to be filled out. This field represents your main Marketing objectives, which should be the main focus that guides your entire strategy. All other CMD fields will vary according to the main Value Proposition you have.

At this point, it is worth talking to your company’s stakeholders and decision makers – if you are a marketing analyst. They will be able to help you define what are the main goals they have with the Digital Marketing strategy as a whole. In addition, they can ensure that the objective you choose is aligned with the business objective of the company as a whole.

Some common goals to put yourself in the Value Proposition field are:

As much as all these objectives bring real benefits to your company, it is important that, at this moment, you choose only one goal that will guide all your strategies.

2. Metrics (KPIs)

Having defined your CMD’s Value Proposition, it’s time to define the main metrics that will tell you if your strategy is moving towards the main objective or not.

For this, we have defined some KPIs – Key Performance Indicators, in London, Key Performance Indicators. KPIs represent numerical indicators that will show if the strategy is appropriate and efficient or if some adjustments need to be made.

To define your Metrics, think about which are the key conversions or the main “events” that your audience should do that will bring you more value.

For example, if your Value Proposition is to “reduce the cost of acquiring customers”, your metrics can be the CAC calculation itself and the conversions within your site that came directly from organic traffic, for example, because this traffic it would be “free”, having only the cost of producing the material. In this case, you would be able to track whether your organic strategies are managing to increase to the point of matching or even surpassing paid media efforts.

3. Persona

So far, we already know what your focus is and how you will measure whether you are achieving this goal. The time has come, then, to define more clearly, with whom will you communicate.

In Digital Marketing, we use the concept of Persona to define our potential buyer. When you are defining a Persona, you should do a data-based search, really understanding who the audience is that you want to reach through your online actions.

Interview your customers, do online research with your ideal audience and search for relevant databases to be able to trace this profile properly. If you don’t have clients to interview yet, I recommend reading this content that teaches you how to draw the persona without this element.

Thus, Persona is a semi-fictional representation of your ideal audience, represented by demographic information (such as gender, age, marital status, location), and behavioral information (types of content you consume, purchasing habits, main doubts about your niche, how your company can help this audience, etc.).

To help you define your Persona, we have developed a free Personas Generator! Access now and after defining your ideal customer, add the information on your Digital Marketing Canvas.

personas generator

4. Channels

With your Persona defined, it is now easy to discover the main channels of communication through which they consume content and information. In fact, it is recommended that you use the moment of interview with your clients to ask where people are updated and consume information. It is exactly in these places that you must be to be able to talk better with them.

Channels represent the means by which you will communicate with your audience, such as:

  • Your blog;
  • Profiles on the social networks that Persona uses most;
  • Ads on the portals you usually read;
  • Communication by email;
  • Youtube.

These are some common examples of channels that can be used in your Digital Marketing strategy. In this case, it is not necessary to choose just one channel. You can design a strategy that is composed of different content formats, which are replicated or broadcast on different channels, for example.

However, when filling out your CMD, it is interesting that you define a priority channel, one that will be your main means of communication with your Persona. But you can also leave some secondary channels mapped.

With the definition of the channels, we completed the right half of the Canvas, which represents the most “abstract” and “emotional” planning of your strategy. So far, all the definitions made are parts that represent your objective and what is necessary to achieve it and, therefore, are frameworks that are unlikely to be changed during the execution of your strategy.

We will now enter the half of the tables on the left, representing efficiency and the practical application of all these definitions that we have made so far. Unlike the fields that have already been filled out so far, the next tables can be updated and refined over the course of the execution of your strategy.

5. Key activities

Starting now to the left half of your Canvas, let’s start the practical planning of your strategy with the definition of the Key Activities that must be carried out so that your plan is executed with mastery.

The Key Activities represent the routine creation that will have to be done by you and your team – if you’re working as a team, of course – to put the plan into action. Therefore, you must describe the main tasks and who will be responsible for each step.

To exemplify, think of a strategy that has as its Value Proposition, the generation of leads for the sales team. Thus, the key activities can be something like:

  • Production of blog content;
  • Creation of rich materials;
  • Creation of landing pages;
  • Development of nutrition flows;
  • Dissemination of materials on social networks;
  • Shots of emails launching the rich materials;
  • Periodic alignment with the sales team to understand the demands and needs of the moment;
  • Monitoring of results throughout the month.

As previously stated, it is important that for each activity it is determined who will be the professional responsible for delivery. Here at WAU we say that if a project or task does not have a responsible person from the beginning, it will never be developed.

If you already have a little more experience in Digital Marketing, it is recommended that you already have some more specific definitions of each stage, for example, the amount of blog posts that will be produced, the frequency of sharing each material in each network social, and the frequency of meetings with the sales team, for example.

But, if you are making this type of strategic definition for the first time, keep this in mind: the important thing is to think about constancy. Plan to have a constant frequency of posts, meetings and disclosures. If you can only commit to launching a blog post a week and rich material a month, it is better to continue with this constant volume than to try to do a lot in the beginning and not be able to maintain this pace throughout the strategy, OK?

6. Tools

As Digital Marketing is a set of digital strategies that will allow you to reach your goals, you will probably need some tools that will allow you to put all these actions into practice.

Nowadays we already have several free tools on the market, which help those who are starting in Digital Marketing to be able to put their plans into practice without many costs. Therefore, it is important, right from the start, when defining your Digital Marketing Canvas, to select which tools will be used for each defined Key Activity.

Using the example of key activities above, see some examples of tools that can be used:

  1. Production of blog content;
    1. CMS – for publishing and content management;
    2. WAU Studio – for production management;
  2. Creation of rich materials;
    1. Google Spreadsheets – for editorial calendar of rich materials;
    2. WAU Studio – for production management;
  3. Creation of landing pages;
    1. Hubspot or RD Station – for hosting the landing page;
  4. Development of nutrition flows;
    1. Hubspot or RD Station – for marketing automation;
  5. Dissemination of materials on social networks;
    1. Hootsuite – for publication in all social media profiles;
  6. Shots of emails launching the rich materials;
    1. Hubspot, RD Station or Mailchimp – for sending mass emails;
  7. Periodic alignment with the sales team to understand the demands and needs of the moment;
    1. Google Spreadsheets or Excel – for recording minutes and presenting performance reports;
  8. Monitoring of results throughout the month.
    1. Google Analytics – to measure performance of blog content;
    2. Hubspot or RD Station – to analyze performance of flows, emails and landing pages;
    3. Power BI – for creating custom reports.

Here on the Content Marketing blog we made a list of Marketing tools (most of which are free), with benefits and a more detailed description of each tool. I recommend reading it when defining the tools in your CMD.

7. Partners

By this point on your Digital Marketing Canvas, you may have realized that a complete online strategy is very complex. Therefore, a fundamental step in the process will be to define your partners.

As Partners, we mean all people who are not directly responsible for their strategy, but who will have some influence on their results. We can count on Internal Partners – people inside your company (but from other departments besides marketing) – or External Partners, people from other companies.

The Internal Partners, that is, people from other teams within your own company, can help you by offering valuable insights about what your customers really want, or information about the service that can be better communicated, for example.

In the case that we were unraveling above, some Internal Partners may be the sales team (who will hold periodic meetings to align demands) and the Data Analyst, to assist in the reporting and analysis of metrics and KPIs.

The External Partners they can be companies that communicate with personas similar to yours, so that you join efforts and enhance the results obtained. It is common to do guest post strategies or co-marketings with companies that offer complementary solutions to yours, so that you share the responsibility for content production, for example, and share with the respective bases, increasing the potential of reaching the material or strategy to be disclosed.

With the definition of strategic Partners on your Canvas, we have completed the left half of the CMD. We now leave for the lower quadrants, which are the bases for the execution of all planned activities.

8. Content strategy

Nowadays, it is very difficult to think of a Digital Marketing strategy that does not include a Content Marketing plan. Research shows that 96% of B2B buyers want content with more input from industry thought leaders.

So even if your company is not – yet – an industry thought leader, it is strongly recommended that you guide your digital strategy around producing relevant and valuable content to reach your Persona. Therefore, the Content Strategy quadrant remains one of the main foundations of our entire Digital Marketing Canvas.

To fill this quadrant, keeping in mind all the definitions that have been made so far, let’s define:

  • what types of content;
  • who will produce;
  • what is the frequency of publication;
  • what is the frequency of disclosure.

As discussed earlier, what you should keep in mind at this point is that a quality content is one that meets and answers your Persona’s doubts. And a good content strategy is one in which you will be able to maintain a constant standard for publishing and disseminating quality content.

If you can create a constant calendar for content production, in this field of your CMD you must fill in something like:

  1. Produce 8 contents of at least 1,000 words;
  2. Develop 1 rich material (ebook or other offer) of at least 2,000 words;
  3. Create 1 infographic to improve the chance of ranking and get links to the blog;
  4. Create 4 videos of a maximum of 4 minutes.

However, as the production of web content is a complex discipline, involving several optimization techniques and very varied disciplines (such as writing, design and video production), it may be interesting that you consider outsourcing your content production and management.

Websites Are Us is the leading company in the Latin American market in this type of service. If you want to talk to one of our consultants about this step, feel free. It will be a pleasure to learn more about your strategy.

Schedule consultancy

9. Total Marketing Budget

Another fundamental basis of your Digital Marketing Canvas is the budget. To fill this quadrant, make sure you have your executive leaders on your budget, preferably with an annual and monthly plan, so that you know how to best direct your efforts.

If this is your first time dealing with budget management, don’t despair! At this point, you already have a very clear plan on what you should develop to achieve your goals – both for marketing and for the company.

Therefore, when filling in your budget, put the total amount of marketing budget and list your main sources of cost. For example:

  • Marketing team salary (including yours);
  • Paid tools that are used;
  • Payment for outsourced services – such as content production, if you are going to use it, or the service of a press office, for example;
  • Budget for content dissemination (paid media).

So, if you are working with a leaner budget, make more adaptable choices, like using free tools for a while, and then switch to paid tools, or use a reduced budget for initially paid media and increase as much as possible.

10. Expected Result

Finally, we are ready to fill the last quadrant of your Digital Marketing Canvas. This is the quadrant in which you must fill in the information of what are the tangible results that you hope to achieve with the strategies that traced throughout the Canvas.

In this table, you have two options to fill in a way that you think will bring more value to Canvas as a whole:

  • Do you remember the second filled quadrant, the Metrics (KPIs)? Then you must give a specific number as a target for these KPIs. Thus, if your KPIs were, for example, “reduce the cost of acquiring customers”, your Expected Result will be something like “Reduce CAC by 30%” or “Achieve the value of R $ 100 of CAC”. It is the maximum goal that you plan to achieve with that KPI.
  • If you want to provide a more comprehensive view of your outcome, it may be interesting to determine a long-term view for your strategy. For example, if your Value Proposition is “Brand Awareness”, your Expected Result may be “In 2 years, we want the company to be the most searched on Google among business competitors”.

The two forms are valid and can even coexist. It is a good way to guide your marketing actions already having the numerical goals and having a bigger goal outlined in the long run.

We have reached the end of filling the Digital Marketing Canvas. This is the skeleton of your digital strategy, which should guide all your Marketing actions done in pursuit of your goal. That is why, we recommend that you fill out this Canvas and print it to put in the office, in everyone’s eyes, or to hold a group session so that your entire team can participate in this very important moment of strategic direction.

I hope that this content has helped you fill your Canvas and that it generates many results