Floor 00 · Plan
Digital strategy agency. One plan for every channel.
A digital strategy agency decides where your marketing money and time should go online: which channels first, what each one should achieve and how you will know it worked. yop writes digital strategy in Tallinn for companies that want one plan for search, AI answers, social and ads, and you keep every account and dashboard.
Digital strategy
What does a digital strategy agency do?
A digital strategy agency looks at your business goals, your customers and what you already do online, then decides the order of work: which channels to use, what to stop, how much to spend on each and which numbers to watch. The result is a written plan, not a monthly retainer for everything at once.
A digital marketing strategy covers the channels: search, AI answers, content, email, social and paid ads. A wider digital strategy also covers the tools behind them, such as the website, the CRM, analytics and the software that handles orders and inquiries. yop can plan both, because the same team builds the software and runs the marketing.
- Audit. Your site, analytics, search visibility, ads, social and CRM, with what each brings in today.
- Goals and KPIs. Business goals turned into a handful of numbers per channel.
- Channel plan. What to do on each channel, in which order, with a budget range.
- Roadmap. The first 90 days week by week, and the next three quarters in outline.
In the plan
What the strategy covers.
Audience and journey
Who buys, what they search for, which questions they ask an AI assistant and where they hesitate before contacting you.
Search and AI answers
Which keywords and questions to own, which pages to build and how to be cited in ChatGPT and Google AI Overviews.
Content
Topics, formats and a calendar, tied to the questions buyers ask at each step.
Paid ads
Which campaigns to run on Google and Meta first, with budgets, targets and the landing pages they need.
Data and tracking
Analytics, conversion tracking and a dashboard set up in your own accounts, so the numbers stay with you.
Website and tools
Changes to the site, CRM or forms that the plan depends on, with a rough cost for each.
Try it
Same channels, different order.
Every company picks from the same channels; what changes is the order. Pick a type of business and see where a plan would usually start.
A typical starting order and share of effort, for illustration. Your plan comes from your own data and goals.
- Buyers
- People nearby with a leak today
- First goal
- Calls and bookings
- 1Search and AI answersFound when they ask40%
- 2Google AdsTop of the page, today28%
- 3Meta adsReach them before a search14%
- 4ContentAnswers that earn trust10%
- 5EmailBrings buyers back8%
Start with search and AI answers; ads fill the gaps while rankings grow.
Fit
Is a strategy what you need?
A good fit if
- Money goes into two or more channels and nobody can say which one earns it back.
- A new market, product or budget needs an order of work.
- Your own team or another agency will carry out the plan and needs a clear brief.
- You want the accounts and the data moved into your company’s name first.
Not a fit if
- You need one campaign live next week. Start with ads management instead.
- Nobody on your side can decide on budget and priorities.
- You want a long report to file, not a plan to act on.
How it runs
Four steps to a working plan.
Audit
Accounts, data and channels reviewed, with access moved to your company where it is missing.
Goals
A workshop that turns business goals into numbers for each channel.
Plan
Channels, budget ranges, content and the roadmap, written down in one document.
Review
A check after 90 days: what moved, what didn’t, and what changes next quarter.
Cost
What moves the price of a plan.
Digital strategy is a fixed price per phase. This is what makes the job bigger or smaller.
Number of channels
Planning search, ads, social, email and content together takes longer than planning one or two.
Markets and languages
Each country gets its own audit and keyword research, in its own language.
State of your data
Clean analytics shortens the audit; missing or broken tracking has to be fixed before anything is measured.
Access to accounts
When the ad, analytics and social accounts are already in your name, the audit starts on day one.
Workshops
One goals workshop is included; sessions with other teams or a board add time.
Tools in scope
Bringing the website, CRM and forms into the plan widens the audit beyond the marketing channels.
Compare
Digital strategy or a marketing plan?
| Digital strategy compared with marketing strategy and a single-channel plan | Digital strategyOur pick | Marketing strategy | Channel plan |
|---|---|---|---|
| Scope | Online channels and the tools behind them | All marketing, online and offline | One channel |
| The question it answers | Where to focus online, and why | How to reach the market | What to do on that channel |
| Time frame | One year, reviewed every quarter | One to three years | A quarter |
| Usual owner | Founder or marketing lead | Leadership | Channel specialist |
Where we work
Your accounts, our tools.
The plan is measured in tools you own. Nothing important sits in an agency account.
Measure
- Google Analytics 4
- Search Console
- Google Tag Manager
- Looker Studio
Research
- Semrush
- Google Trends
- Meta Ad Library
- Google Ads Transparency Center
Run
- Google Ads
- Meta Business Suite
- HubSpot
- Pipedrive
- Mailchimp
Analytics and ad accounts are opened in your company’s name; yop joins as a user you can remove at any time.
Small budgets
Is a digital strategy worth it for a small business?
Often more than for a large one. A small budget spread over five channels does little on any of them; a plan picks the one or two that can pay back first and leaves the rest for later. For many local and B2B companies that means search and AI answers before social media, because buyers there are already looking for a supplier.
yop keeps strategy for small companies short: one audit, one workshop and a plan that fits on a few pages.
Your plan
One plan for every channel.
Write to us with your product, your markets and roughly what goes into online channels today. Our reply comes within two working days and covers what we would audit first.
Questions
Asked about strategy.
What does a digital strategy agency do?
A digital strategy agency audits a company’s online channels and data, sets goals and KPIs, and writes a plan that says which channels to use, in what order and with what budget. yop can also build and run the plan if you want it to.
How does a digital strategy differ from a digital marketing strategy?
A digital marketing strategy covers channels such as search, social, email and ads. A digital strategy is wider and also covers the tools behind them, such as the website, the CRM and analytics.
From audit to finished plan, how many weeks does a digital strategy need?
For one market, expect a few weeks between the first audit and the finished plan. Paid channels show first results within a quarter; search builds over several months.
How much does a digital strategy cost?
yop prices digital strategy as a fixed price per phase after a short discovery call. Scope grows with each channel, market and data source in the plan.
Do the accounts and the data stay in our name?
Yes. Analytics, ad accounts, Search Console and dashboards are opened under your company, and yop is added as a user you can remove.
Does a digital strategy include AI search?
Yes. Buyers now ask ChatGPT, Perplexity and Google AI Overviews for suppliers, so every yop strategy lists the questions to answer, the pages to build and the company facts to keep consistent so assistants can cite you.
Which KPIs belong in a digital strategy?
A handful per channel, tied to revenue: leads or sales, cost per lead, conversion rate, and for search the queries and AI answers you appear in. We leave out numbers nobody acts on, such as follower counts on their own.