Timbertown Coffee Co., a small coffee roasting business, embarked on an unplanned DIY digital marketing strategy but recognized the need to hire help or invest heavily. To plan their digital marketing strategy, they conducted research, including gathering information about customers, understanding their brand, and creating a plan for monitoring their online presence. They used tools like Vendasta's free snapshot report to assess their current digital footprint, identifying areas for improvement such as no listings, few reviews, inconsistent social media strategy, poor website infrastructure, and lack of SEO efforts. To address these issues, they conducted best practices audits, customer experience analyses, brand audits, and competitor analyses, using frameworks like André Morys' heuristic analysis to guide their approach. They also planned to conduct user persona research, gather information about their customers' needs and preferences, and refine their branding strategy to differentiate themselves from competitors. Ultimately, their goal is to set up an analytics and user research program to inform their digital marketing plan and adapt to changes in the market.