One extremely important “must-do” action is a competitive analysis.
We do this in some form when we set up any major campaign for you, but a more in-depth competitive study is often indicated.
This can help you discover very profitable actions that your competition is taking, and help you/us figure out the best messaging/copy etc. to set you apart and make you unique, while still hitting your audience where they live and pushing all of their correct buttons.
We often suggest this as a first step before any specific digital campaign channel setup, as it can give us an overview that we can use to guide the whole digital marketing process.