It should be no surprise to you that a solid digital marketing plan is crucial to your success as a business. U.S. consumers spend an average of 6.4 hours online these days and in order to effectively engage them you need to be equipped with an effective digital strategy.
The issue is that most business owners are overwhelmed with day to day tasks making it tough to find the time to develop a solid digital marketing strategy.
Today we’ll be going over how to make a digital marketing plan that will serve as a foundation for years to come.
What is a Digital Marketing Strategy?
A digital marketing strategy is a well thought out plan that will help you reach your business goals by using specific digital marketing channels. There are many different online marketing channels including: earned, paid, and owned media which are used in conjunction to effectively market your business online.
A good online strategy doesn’t have to be complicated. One example is to have a goal of increasing your website traffic by 30% this year, or increasing the number of leads from your website by 15% in 6 months.
Your digital strategy won’t be static, it may be updated quarterly depending on your business. It will also involve many moving parts and multiple targets.
Your digital marketing strategy will be a group of goals set to help you reach your business goals.
What is a Digital Marketing Campaign?
Digital marketing campaigns are segments in your digital marketing strategy used to reach your business goals.
In other words, you may run a digital marketing campaign by optimizing certain web pages in your website for specific keywords on search engines with the intent of bringing in targeted traffic to your website and generate more leads.
How to Make a Digital Marketing Plan
- Understand Your Target Market
- Clarify Your Business Goals
- Audit Your Existing Digital Assets
- Plan Your Content Strategy
- Plan Your Paid Media Strategy
Identifying Target Market:
One of the most important aspects of making a digital marketing plan is to understand your target market so you can engage them with the right marketing strategy.
In order to succeed with digital marketing you’ll need to be extremely detailed when you create your buyer personas. If possible use real data. Try to go through your old client files to better understand who really buys from your business.
If you don’t have access to the exact data simply make buyer personas based on those who purchase from you regularly.
Demographic Info to Identify Buyer Personas
Demographic information will be important for any paid media campaigns you’d like to run. For example Facebook ads, Linkedin ads, or YouTube Ads. You’ll need to fill this info into the advertising network to set up the right targeting. If you don’t know these numbers and decide to guess that may turn into wasted ad spend and low performing ads.
- Job Title
- Marital Status
Psycho-graphic Information in Digital Marketing
Quantitative or psychographic information is important in order for you to really be able to sell your product or service. What problem is your product or service solving? Why do people purchase your product? Understanding this will help your digital marketing strategy engage your audience more.
- Goals (Personal or Business)
Clarify Your Business Goals
Setting a specific goal for each digital marketing campaign will help you measure its effectiveness.
The overall digital strategy should be driven by a business goal and each campaign should have it’s own goal.
Your business goal may be to increase your revenue by 25% this year. If your sales reps have a closing ratio of 3 to 1 that means you need 75% more leads this year than last year (all else being equal).
You’ll then take these numbers and create multiple digital marketing campaigns to help you reach these business goals.
Try to keep these goals somewhat conservative and realistic. If you’ve never generated business from a specific digital marketing campaign speak to a professional and ask them to tell you the number of leads/sales others in your industry are seeing.
Choosing a Digital Marketing Channel
As a business owner, it is extremely important that you make a well informed decision and a conscious choice regarding the type of digital version of your business you would want your clients to be looking at. There are many self-serve strategies out there which offer much better quality services with less investments. But these platforms come with a drawback that you receive less customer service and very few visits on your site. If this is not what you want, you should be taking it a step ahead and choosing a better digital platform, like a blog or YouTube.
Once your business has picked up a start, it can be taken to the next level of digital marketing. Instead of relying on the already available platforms, it is always better to design your own digital publication. Setting up your own digital platform may seem tedious at first, but it gets easier and simpler. There are many high-end companies that are willing to train and coach you with respect to marketing your own product or site.
This is the best of ways to include your digital marketing plan and online marketing plan. Small business marketing may need you to focus more on the digital platform and the way clients perceive their people and business, try to build a good rapport with them. There are also custom companies who makes digital applications for your buyers.
Digital Marketing Campaigns – SEO
Search Engine Optimization, or better known as SEO, is a marketing which mainly focuses on increasing visibility in non-paid search engine results. It works primarily in drawing traffic and increases awareness of such search engines. It is effective and trendy when it comes to the online marketing plan or marketing your creativity online. The various aspects of SEO including key words, used on the site and also the links attached with.
Many times, SEO is all about constructing your site in a way that search engines are able to identify and recognize the words directly. Small business marketing also use SEO. In today’s era, a digital marketing plan is always necessary when it comes to advertising your product or site. Many people believe that SEO is only about generating search engine-friendly websites, which is not true. SEO also includes creating websites which impart value to the users in every way possible.
Primarily, one needs to focus on individuals who are in need of the product or service they are about to sell. Secondly, a recommended digital platform should be chosen which adheres to one’s needs and choice of online marketing. The next step is to follow up with your competitors to keep a track of what can be or will be their next move. You want to do this in order to keep your customers interested in your business and do not lose them. Finally, when all your aspects are thoroughly studied and invested, you should go ahead with your plan of action.
Keeping an eye for the moves of your competitors make is a sign of a true businessman. It is important to know about the stuff they are selling, their customer response, and the actions they take in order to keep drawing traffic towards themselves. Have a goal of building a clear picture of their organisation for you to be well aware of their whereabouts. Also, it is important to keep yourself updated with respect to the type of audience they interact with.
A regular visit to their profile or social media or to their website will definitely fetch you all information that you need to know about your competitors. You can always interact with them by posing as an online customer just to find out how they respond. Additionally, you can implement the best of these tactics in your own business.
You can also study the replies given by them: is it a real person responding? Or is it an automated reply? This information can be used productively and thereby used to draw clients towards your business. Facebook and Twitter serve as a great means to study the interaction between the owner and the prospective client, and can be used in the best way possible for the betterment of your own business.
Execution and Goal Setting for you Digital Marketing Strategy
It is extremely necessary to figure out the budget before you even think of going ahead with your execution of your digital marketing plan. When SEO comes at a reasonably low price and with minimal investment, some amount of financial capital is needed to be invested. It is important to be prepared with the amount of money you are ready to invest in your site. A higher budget can bring you better features and an allowance for effective video content too.
Online marketing plans and small business marketing have tremendously increased over the years. A good digital marketing plan coupled with the correct way of execution can bring about an amazing development in a overall appearance and performance of your business. By all these being mentioned above,- a little time and money should be invested in the right way in order to reap maximum benefits.
Lastly, set some goals and realistic expectations of where you want your business to go. Then break it down to actionable steps that you can perform daily. An example of this would be to post on Facebook three days a week or to get more google reviews. No matter what your plan is, set some goals and work towards it daily. The key here is consistency, so stay focused and work towards your goals.