Instituting digital marketing activities – without a previously-devised plan or strategy – could set you up for failure as you won’t have considered all the aspects that could affect the development of these activities.
When developing a digital marketing plan, include components such as determining your target audience (buyer persona), your business’ objectives as well as a well-thought-out value proposition that your company offers.
A digital marketing plan is a company document which shares the details which go into your digital marketing efforts. It details, for example:
According to Philip Kotler, who is one of the icons in the marketing world, a digital marketing plan serves to document how the company’s strategic objectives will be achieved by using specific digital marketing strategies and tactics. The customer is the starting point. The digital marketing plan is also linked to what other departments within the company plan to achieve.
So, does your company need a digital marketing plan? Of course, you do! The purpose of the digital marketing plan is to:
Before developing the steps that describe the structure of a digital marketing plan, feel comfortable in your organisation’s online domain, your target audience, the online channels where you should be present, who your competition is as well as what they do.
Before performing any forward planning, know what your current situation is. Evaluating your current position will reveal the insights that will help guide your approach to digital marketing.
A SWOT analysis is a superb way to do this
‘S.W.O.T’ stands for Strengths, Weaknesses, Opportunities as well as Threats. It shows what’s both in and out of your control.
Once you’ve determined your SWOTs, start laying out a plan that will help you to exploit opportunities, do away with threats, minimise the weaknesses as well as capitalise on your company’s strengths.
A SMART action plan is an excellent guide for your plan
If you’re unfamiliar, SMART stands for:
Making use of this guide will help you to remain focused on what you need to accomplish to succeed. It’s a step-by-step approach that helps to establish the effectiveness of your plan.
It’s likely that you already have a good idea of the make-up of your audience. Spend a bit more of your time on this activity and to precisely define who they are.
The more carefully you determine who your audience is, the better you can market to them. The more specifically you can distinguish them, the easier it becomes to target them.
Now that you know exactly who your audience is, take the time to develop your brand carefully. Make seen as an expert as well as a thought leader on what it is they’re looking for so that they turn to you when they have a want or need.
Determine what channels you’re going to use to reach your audience. Meet your audience where they are. But it can be more detrimental to try and force yourself into a space that doesn’t come easily to you.
An example of this is how you use social media. It may feel like you should be present on all the major platforms. However, it’s more effective to focus on just the one or two you’re most comfortable on. Audiences know when something is not authentic. If your presence is unnatural, they’ll notice and will be mistrustful of you.
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