Are you wondering what should a digital marketing plan include? Using online marketing strategies for your business doesn’t have to be difficult. A common mistake that business owners often make is overthinking their digital marketing strategy. The reason your company intends to use online marketing channels is to position your company in online communities to acquire and retain customers.
A digital marketing plan lay’s out an action plan to promote business growth using metrics that effectively measure and uncover key performance indicators. Not only will your company be able to save money using digital advertising, but an online strategy will help you save time throughout each marketing campaign.
There are many online networks that businesses can use to promote growth for their company. But it will take time to determine with digital communities your company should use. Which social network should you focus on? Is your website sending the right message? Does the content on your website help walk customers through the buyer’s journey?
Using a digital marketing plan will help answer all these questions and allow you to track the online performance of your business. Each business objective should be defined by a set of goals. Each goal will help you focus your online marketing strategy by collecting data that you can use to measure, analyze, and optimize.
Let’s begin by taking a look of where you should start and determine what should be included in a digital marketing plan.
Develop Customer Personas
Customers are the life support that keeps your business operating. The more people your business interacts with, the more money you can generate. But who makes up your ideal customer base?
Developing customer personas will help you narrow down different types of customers that align with your business. Perhaps your company offers products that attract a male or female audience. Customer personas will allow your company to determine various customer pain points to develop online strategies that will help you reach new like-minded people.
You can begin by laying out demographic information. Think of the age group that interacts with your business. What do they do for their career? What kind of educational background do they have? Are there any interests that relate to your business?
Creating customer personas will help you develop goals that will help you reach the right people.
Create SMART Goals
Creating SMART Goals is one of the most crucial steps that you need to include in your digital marketing plan. Most goals that we create for ourselves tend to be quite broad, very unrealistic, and almost impossible to attain. This is why you need SMART Goals.
SMART Goals Are:
Specific: What are you trying to accomplish?
Measurable: Did it perform well?
Attainable: Can you meet the deadline?
Relatable: Why does this matter for your company?
Time-Oriented: How long will it take?
When using SMART Goals, you can lay out complex strategies to collect data and optimize your business marketing strategy. They will help you uncover opportunity that may help position your bossiness into new markets.
Identify Marketing Resources
Every marketing plan must include a budget to reduce wasteful spending. But, how do you know what you are going to spend to get the results that you want?
If you are just starting out online, it may require you to run some tests to collect information to make informed decisions. A great place to start is reducing funds in one area and using them to test new advertising methods. This will help your company effectively start implementing a digital marketing plan without stress.
Maybe you have a $100 budget for flyers. You create a SMART Goal that you can track over the course of a couple months to determine if it is improving growth for your business. The key is to collect marketing data to help improve the online marketing strategy for your business.
Describe Desired Actions
What are you trying to accomplish with a digital marketing plan? Are you trying to improve your social following or increase traffic to your website? You will need to determine what is important for your business online.
Each social media platform is different and may not be the right community for your company. What kind of content does your company plan to share? A fashion retail outlet may find Instagram to work best for their business but may not work well for a hardware store. Instead, Facebook, on the other hand, might be a better online community for your business to reach customers online.
Next, you will have to figure out if your website is attracting people online. You will need to use services like SEMRush to determine the rank position of your website. Other tools like Google Search Console and Analytics will help you gain a better understanding of the performance of your website.
Once you have a better understanding of your online presence, you need to determine what to focus on. Maybe you want to improve the rank of your website by optimizing content for the search engine. Maybe you want to increase your Facebook following and engagement to increase social referrals.
Measure the Results
Once you figure out the right online channels, you will need to figure out how to track your progress. You need to be able to measure the results of each channel to track the overall growth of your online presence.
A good way to measure online results is by determining which phase each online channel plays in the overall marketing strategy. For brand awareness, you may want to track social shares and engagement to determine if your content is attracting people. If you are trying to convert potential leads into customers, you may want to track the performance of your landing page to determine if people are opting into your offer.
It will all come down to how established your business is. The online marketing goals of a new start-up are going to be vastly different when compared to a 10-year company. Determine what you are trying to accomplish and how online marketing will help grow your audience.
Analyze and Optimize the Results
Now it is time to bring everything together. Once you launch your marketing campaign, you will need to analyze and optimize the results. If done right, you will create rapid growth for your business.
One of the best reasons why a digital marketing plan is so effective is due to all the data you can collect. Data will help you make better decisions, gain a better understanding of your target audience, and uncover new markets to tap in to. You will be able to save money by reviewing your advertising campaign in real-time and decrease your advertising cost.
When analyzing the results of your marketing campaign, you may find a correlation between a Facebook audience and a product your company offers. Using this information, you could optimize a marketing campaign to a similar audience.
You may also find that people who found your site in the search results are leaving your website. Using this information, you could review the page they are landing on and make slow adjustments to track and determine if people are spending more time on your site.
The important thing to remember is that without a digital marketing plan, you will not be able to make effective decisions that will help grow the online presence of your company and reduce wasteful spending.