
What is the million dollar question that cannot be missing from your digital marketing briefing?
It doesn't exist, do you know why? Simply because it's impossible to extract all the information from the customer with just one question.
But do you know what will really guide your digital marketing strategies? Knowing how to ask the right questions!
Therefore, if you are looking for a perfect project, follow the article and see what information cannot be missing from your briefing.
Briefing for digital marketing planning: what is it?
The word briefing comes from English and means summary. It is a document containing detailed information that will serve as a guide for creating a project.
All those who wish to invest in business marketing should learn how to make a good briefing. After all, all the ideas and insights for the project are born from it.
The information in the digital marketing briefing varies according to the objective of the project and may include:
- Customer data;
- From your potential client;
- Project objectives;
- Budget;
- Deadline, among other information.

How to make a briefing for digital marketing?
Now, see the information you need to gather to create a perfect digital marketing project:
Understand the business and competitors
To think about a successful digital marketing strategy, first of all, you need to know your client's business.
And no matter how much you research the client's website for information such as mission, vision and values, only they can provide valuable information that is not available anywhere else, only in their perception of the business.
Therefore, when creating your digital marketing briefing, be sure to research:
- What is my client's business?
- Does he invest in marketing actions?
- Are you already working in digital marketing?
- Which social networks do you work on?
- Is there a digital marketing plan?
- What does the brand represent to its customers?
- Who are your main competitors?
- What are your strengths?
- What is my product or service best at?
- What are the opportunities in this area?
- What does he expect from the project and the agency's work?
Define the persona
Now that you understand who your client is, what they sell and what problems they solve, we need to think about the core of the strategy, that is, the person who motivates the creation of the project, the persona, which is a fictional character that represents your ideal client.
At this stage, it is important that you have extracted in-depth information from the meeting with the client, as this gives you more realistic elements to use when building the ideal client profile.
To define your persona, you will need to gather the following information:
- Is my persona male or female?
- What is your age and profession?
- What is your monthly income?
- What are your pains?
- What are your wishes?
- What brands do you usually use?
- What is your daily routine like?
- What do you spend your money on?
- What is important to her?
- What are your goals?
- How does my product solve a real problem for this persona?
From there, you will personify your ideal client, that is, bring to life a person with a name, age and problems. And your entire digital marketing strategy will be designed based on this.
If you want more tips on the subject, read this content we prepared with 5 infallible tips for creating person : )
Choose your brand tone of voice
A brand's tone of voice is the way a company wants to communicate with its customers. This will depend on two factors:
- Who is the persona?
- How would the company like to be perceived by her?
Therefore, if the target audience is a younger audience, it is interesting to adopt a more informal tone of voice that is carefully updated about the universe of this generation. If it is a medical clinic, for example, the brand's tone of voice should convey seriousness and confidence.
Anyway, this is something that digital marketing companies should be discussed in the meeting with the client, because depending on the moment or the business strategy, the client may want to reposition their brand to reach more audiences and sell more.

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Set campaign objectives
What is expected of the project? Does the client not know? Then it is your job to help them find out. To do this, include the following questions in your digital marketing briefing:
- Where are they and where do they want to go?
- Is the goal to increase sales? By how much?
- Is the goal to attract followers on social media?
- What strategies will be used?
- How much will be invested in paid traffic to generate new sales?
- How long does it take to get results?
- How will the results be measured?
- What does the customer want? To strengthen customer relationships? To increase engagement on social media? Or to sell more?
Understand that this step is very important, because as the cat said, Alice in Wonderland: “If you don’t know where to go, any road will get you there.”
Plan the actions
Now that the project objectives have been identified, it is time to list the marketing actions that will be implemented to achieve them, that is, the project scope:
- Content production for blog;
- Content for social networks;
- Paid ads on social networks;
- Inbound Marketing among others.
Select metrics
Better than planning assertive digital marketing strategies for your client is to show the results of your campaigns. Therefore, when creating a digital marketing briefing, list the criteria for measuring the results.
By doing this at the beginning, you show the client that your actions are sound and that you will prove it with data. So include this information in your briefing:
- Website visits;
- Ad clicks;
- Time spent on the page;
- Download rich materials;
- Number of leads generated;
- Email open rate;
- Cost per lead;
- ROI among others.
Want to understand more about metrics? Then you will enjoy reading this content about marketing strategies.
Digital marketing briefing template
Well, now that you know the information that cannot be missing from your digital marketing briefing, how about checking out a model of briefing for digital marketing that we use here at GS2?

Did you like our tips for creating your digital marketing briefing? See now how this step is so important for success in digital marketing projects:
Meet GS2 Marketing
We are a digital marketing agency, specialized in inbound marketing, focused on results.
With creative and unusual actions, we use the best digital marketing tools to produce a feasible difference for our clients with more performance, promoting monitoring and differentiated results.
This seriousness and intelligence in digital marketing provides recognition from many of our clients, for whom we have become a functioning lead generation machine.
Our success strategy is based on the design of your persona's purchasing journey. We gather data and analyze our successful clients from different segments to come up with a methodology that will increase your sales.
Our agency has the most strategic areas of digital marketing to make your business grow and help you sell more!
In addition, we offer digital marketing consulting to help you improve your digital marketing results at your company.
Want to know more about how GS2 Marketing can help you put together a complete briefing for your project and generate great results for your business?
Talk with us!
And if you want to check out exclusive material on how to structure your company to be successful in digital marketing, download our exclusive material:
