A study carried out at the Open University of Catalonia revealed that the Ibex-35 companies miss out on the interaction with their clients in social networks and their communication potential. In SMEs the situation is not very different: only 54% have profiles in social networks, although they are fundamental in any digital marketing plan. If you want to make the most of your resources, you need to follow a digital action plan with precise objectives.
What is the digital marketing plan?
The digital marketing plan is a document that reflects the objectives and the planning of marketing strategies and actions that you will develop in your company to achieve the business objectives that you have proposed.
This marketing plan includes a complete overview of the needs of your target, the competition and your current situation. It will help you to better profile your buyer person , find new potential customers and mark a roadmap that will facilitate the achievement of your goals. It will also allow you to discover new needs and neglected niches, as well as evaluate the marketing strategies you are applying.
How to develop a digital marketing plan step by step?
Analyze the current situation of your company and the market
The marketing plan begins with an internal analysis of the situation of your company. The objective is to assess your digital presence taking into account details such as the positioning of the website in the search engines, the visibility of the brand and the engagement generated by your publications.
You must also conduct a sector study that helps you detect trends. Tools like Semrush and Alexa can reveal some of the secrets of your digital marketing strategy, as well as careless niches in which you can position yourself.
Synthesize all this information in a SWOT analysis, so you can detect the main strengths and weaknesses of your business as well as identify the main opportunities and threats of the environment. These data will help you to minimize the risks and amplify the opportunities.
In this phase of the digital marketing plan, you must also identify your target audience. The more information you have, the better. It collects your demographic data, needs, preferences and consumption habits. Only then you can develop digital content appropriate to your profile that really arouses your interest and satisfy your needs.
Define the goals of your digital marketing plan
Since the ultimate goal of any marketing plan is to increase sales, you should ask yourself what digital strategy will allow you to achieve that goal in the most efficient way possible. It is a mistake to use social networks only to try to make direct sales, so it is always recommended to determine both quantitative and qualitative objectives. Remember that it is not only important to increase the sales of electronic commerce but also increase the number of followers in social networks and improve brand recognition.
Profile your marketing strategy
A digital marketing plan must reflect the strategy to achieve the objectives, establishing a series of concrete actions. Combining these strategies will allow you to optimize the cost / benefit ratio as much as possible:
Content Marketing: Opening a blog that attracts an audience interested in your products or services is an excellent strategy to attract potential customers. Content marketing not only serves to the position you naturally in the search engines for the keywords that interest you but it will help you become a reference in the sector, improving the confidence and authority of your brand. Design a content marketing plan that includes different articles according to the segmentation of your target audience, the topics you will address, the publication calendar and the means through which you will disseminate them.
Ad campaigns: There are different ways to implement an advertising campaign on the Internet: you can not only buy ads through Google but also launch campaigns on social networks. The most important thing is that you choose the right channels according to the audience you want to reach and the goals you have set for yourself.
Email Marketing: It is one of the classic digital marketing strategies that continue to give good results. The objective is not to reach the greatest number of people, but to reach your prospect with a message that will add value, distinguish your brand and create an emotional bond that drives action.
Measure and analyze the results
A good digital marketing plan allows us to evaluate with precision if the strategies are giving results. To know which are the ads that do not provide the expected return on investment or the most “loose” communication channels, you have to determine the KPIs (key performance indicators) that allow you to track the different marketing actions. To start, you can use tools such as Google Analytics, Facebook Insights and Twitter Analytics.