A digital marketing plan must be designed following specific steps to allow a company to achieve certain objectives.
Whatever the size of a company, the type of business, or the offer of products or services, learning how to create a digital marketing plan contributes to increasing business activity and obtaining benefits.
Indeed, more and more companies are entering this world, attracted by the new opportunities that specific digital marketing tools and activities allow to seize.
The reality of digital marketing is relatively new, constantly, and quickly changing . Consequently, companies often enter this world without a specific criterion, without a planned and thought out plan, running the risk of not exploiting their potential to the best, of not obtaining optimal results and of failing to create a digital marketing plan that integrates the digital plan to real business plan. In essence, a company that faces the world of digital marketing must face it as a real investment .
With this article, we, therefore, want to give you guidelines to create a digital marketing plan through all the fundamental steps and obtain measurable and positive results for your business.
How To Create A Digital Marketing Plan
If though the digital world changes rapidly, a company must be able to follow trends and news. The prerogative for the development of a digital marketing plan is an agile and innovative approach, that is able to adapt to changes, but also to the trend and developments that specific activities can take over time and based on the reaction of the public and the market.
Not only that, a digital plan must be conceived and designed as a plan in its own right, with its objectives and well-defined KPIs , but which must then be perfectly integrated with the business plan. It is true that Digital Marketing has its own levers, tools, and dynamics, but in order to be functional, they must be able to integrate with the strategic marketing plan: the company approach will, therefore, be integrated, using all the most appropriate tools to achieve the business objectives.
Let's see what steps to take to better define a digital marketing plan.
As with the more traditional channels, competition in digital marketing is also quite high. For the definition of a plan that is best optimized for the company, it is, therefore, necessary to start from the analysis of the reference market, on the basis of which the market segment on which you want to position yourself, the reference target and its value proposition relating to the online reality.
Specifically, in this phase, once the reference market has been analyzed, the personas must be defined, the ideal customer journey of the customers must be planned and the competitors identified.
Having defined objectives, targets, and reference markets, you move on to identify the most appropriate communication channels to reach the target audience. Not all channels are effective for every situation and business reality; using any online and offline channel is not the plan that will turn a business around. It is necessary to carry out a targeted communication on those channels that customers are used to using. In this way, it helps to increase brand awareness and to create quality traffic to the corporate institutional channels.
For each channel identified, specific communication must be managed . Reaching users through the most appropriate means is fundamental, but the correct message must also be communicated . If you reach a prospect or customer but are unable to attract his attention, every effort will be in vain. The value proposition of a company must, therefore, be declined according to the different medium used; only in this way is the public's interest stimulated and led to an action.
The challenge is not limited only to acquiring new customers, but to involving and maintaining them over time. Once a user arrives on a company's website or social profiles, it is crucial to find ways to retain and entertain him. With a specific content marketing activity, with updated, clear and relevant information, with a relevant social media marketing plan. Make sure that the customer is encouraged to continue in the customer journey and that the experience he experiences with the Brand is worth the time spent.
In this phase, tools of Analytics run, which allow you to understand and analyze user behavior, review, and feedback tools, which allow you to listen to the direct voice of users, and an editorial plan, with which to program and monitor the publication of the content.
Conversion is the word that most digital marketing managers care most about. It's okay to run lead generation campaigns, it's fine to develop targeted engagement activities, but the best is obtained when a user 'converts' and can finally be defined as 'customer'.
Each different company can consider a different action as conversion, or even within the same company reality, a conversion can vary on the basis of different projects.
The objective, at this stage, is to bring the lead to action: purchase on the e-commerce store, request for information, booking a service or purchase at the physical store, and so on.
In defining a digital marketing plan, the last step to be addressed is the engagement phase . The last phase, not because it ends a cycle, but because it consists of all those activities that must be developed once the customer is acquired and are aimed at nurturing the relationship between the company and the customer over time and increase the degree of loyalty of this customer towards the brand.
First of all, we mention customer care activity. A company that wants to prove proactive towards customers, interested in looking after the relationship and satisfying their needs, must be able to guarantee presence and assistance at any time. There are many channels to be activated for customer care, also in this case they must be chosen on the basis of their target audience, the sector of activity and also the available resources and budgets.
Customer satisfaction activities can also be added to customer care, i.e. engaging customers with questionnaires and surveys to detect the satisfaction with services and products, rather than contacting them directly by inviting them to leave a review, feedback and therefore give voice to their opinions.
Each of the phases that make up a digital marketing plan is essential for the success of a project. At any time, the user must be placed at the center of the plan, and of his own business. In this way, it is possible to develop a plan that knows how to satisfy the public on the basis of their real needs and which can provide them with value in the immediate term, but which at the same time knows how to lay the foundations for creating a relationship over time. There are many aspects to consider, but if all are dealt with in the same way, they will be able to give a business real added value and a push towards new markets.
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Digital marketing strategist in Victoria, BC. Lover of words, data, results, anything geeky and interesting. Ocean enthusiast, artist, and sunset-chaser in my spare time.