What Is Digital Marketing Plan?
A digital marketing plan is a document that details your short-, medium-, and long-term business goals; identify the strategies, tools, and channels to use; determine the timing and roadmap, among other things. In the most basic sense, it outlines the course of action you need to take to attract, convince, convert, and make your target consumers fall in love with everything that your brand has to offer.
How to Write a Digital Marketing Plan
1. Carry Out an Internal and External Analysis
The first thing you need to do is conduct a thorough SWOT analysis to familiarize the strengths, weaknesses, opportunities, and threats for your company and the market as a whole. This will allow you to examine the environment you're working with, the demands and needs of your target consumers, and where they should be addressed. This analysis allows you to look at factors such as digital habits, intermediaries, influencers, and more. Plus, through a thorough internal report, you can determine the current situation of your brand digitally.
2. Establish Digital Marketing Goals
In reality, about 92% of people fail to achieve their goals. But you can totally avoid that disappointing fate if you create your project plan to work toward achieving a certain goal/s. Establishing your digital marketing goals will help you get a clear idea of where your actions will lead. To ensure you establish practical goals, you should implement the SMART Goals Framework: Specific, Measurable, Attainable, Relevant, and Timely goals. Remember that your goals will also determine the strategies, tools, and channels that you will use; hence, the need for practicality, relevance to your needs, and within your expected timeline and budget.
3. Determine the Marketing Strategy
Did you know that 46% of brands still don’t have a defined digital marketing strategy? While there are 16% that do, they still haven’t yet integrated it into their marketing activities. You shouldn't miss the opportunity of creating a great online presence for your brand to reach your target consumers by determining your marketing strategies.
Since personalization has become very important in digital marketing, you should get to know and segment your target audience, be clear with your value proposition and how to communicate that to your target, and develop unique and original content for every channel that you use—use tools such as keyword search, content calendar, and social posting to execute this strategy.
4. Identify Your Means and Sticking to Them
Your means are your budget, your digital channels and your team (or people). Before you can proceed with taking actions toward your goals and implementing your strategies, you need to identify and determine your resources. Creating an audit of your current digital channels will allow you to know whether you need to outsource people or how much budget you need to set aside. Once auditing is done, you need to religiously stick with your determined means to ensure you don't overspend, blow your budget out of proportions, and somehow land yourself in a great deficit.