Digital marketing plan: complete guide to achieving great results

Digital Marketing Plan: Complete Guide to Achieving Great Results Want to know everything about the digital marketing plan?  So keep reading the article and find out: What is a digital marketing plan?  What steps can't be missed in your plan?  How to make your digital marketing plan?  What is a digital marketing plan?  The digital marketing plan is a document that brings together the objectives that a company hopes to achieve in the digital environment, as well as the strategies it will use to achieve this.  It describes: What the company hopes to achieve; The strategies that will be used to reach more customers; The digital channels that will support the execution of the strategy; The schedule of actions; The budget available for this; Who the target audience and personas are; Who will be responsible for each action, etc.  But it doesn’t just gather data from your business, but also from your competitors.  After all, analyzing competitors is extremely important to better understand your niche and what your audience expects.  Marketing Plan: The Background of Digital Marketing The marketing plan acts as a background to digital marketing as it directs the actions that will be taken in the digital environment.  But there is only one way to achieve great results with your digital marketing plan: by carrying out an in-depth study of your business and the market you intend to operate in.  How to make a digital marketing plan?  Well, the first thing you need to do in your digital marketing plan is to understand who your target audience or ideal customer is.  Define your audience It is from this definition that you will think of the best strategies to achieve your goals.  If you provide accounting services, for example, you can serve everything from micro-enterprises to large companies with several branches, but you can also serve MEIs.  In this sense, for each of these audiences, your communication will be different and so will your strategies.  Therefore, segmenting your target audience allows you to develop more assertive strategies for each of them.  This prevents you from offering a very simple solution to a company that needs a more robust package or a solution so complete that the micro-company would not be able to see it applied in practice.  To help you define your audience and your persona, here is some information you should gather: How old are you?  Your monthly income?  What position do you currently hold?  Where do you live?  What are your priorities?  And your plans for the future?  What's stopping you from carrying out these plans?  What is she interested in?  Brands you consume?  What social networks do you use?  What products and services does she want?  Make a diagnosis of your product or service Now that you know who your ideal customer is, that is, the one who will buy your product, it's time to understand more about what you are willing to sell.  At this point, it's worth doing a realistic analysis of your product's attributes, its benefits, how it works and, most importantly, whether it solves your audience's problem.  This analysis is essential to check whether your product or service will meet your customers' expectations or whether you need to add something else to make it stand out.  Set specific goals When you are making a digital marketing plan, you need to be specific about numbers and deadlines.  Instead of “increase conversion rates” prefer: “increase organic traffic by 30% in 6 months”.  In addition to showing an achievable goal, it is possible to begin to outline which specific actions will be taken to achieve this objective.  Think about what strategies you will use to increase organic traffic?  SEO strategies, email marketing, content marketing?  If you don't know how to answer, review your goal.  It must be clear and measurable.  Know your competitors Analyzing the competition is another step that cannot be left out of your digital marketing plan.  After all, now, it’s not just your neighborhood competitors that you need to worry about, but everyone who’s competing for the same buyer.  In addition to checking what your competition is doing to gain the audience's attention, you can compare the attributes of the product or service provided by competitors and use this to enhance your differences.  When analyzing your competition, research: What types of audience are they trying to attract?  What channels are they using?  Where do they have the most results?  Where do they have less?  Do they invest in paid traffic?  Do you have good results in organic traffic?  What are your differences?  How do you communicate with your audience?  Perform a SWOT Analysis Now that you know more about your competitors, it’s time to use this information to analyze your business.  This is what SWOT analysis is for, identifying what is working well, what needs to be improved, the market opportunities you can take advantage of and the threats you should be prepared to face.  See below how to do a SWOT analysis for your digital marketing plan: Strengths What are the advantages of your product compared to your competitors?  What are your differences?  What features does your product or service have that others don't?  Weaknesses What elements of your product or service don't work very well?  In your opinion, why don't customers buy from you?  What attributes of your product leave something to be desired and open up space for the competition?  Opportunities What could be an opportunity in your niche?  What market trends can you take advantage of?  Does your location benefit you in any way?  Is there an underexplored market niche?  Threats Are there any obstacles preventing your business from growing?  Is your company experiencing financial problems or depending on external investment?  Can the emergence of a new technology harm your business?  Be sure to include this study in your digital marketing plan and use it to: Focus on your strengths; Try to mitigate your weaknesses; Take advantage of opportunities and anticipate threats.  Choose your channels Are you aiming to increase website traffic by 30%?  A good alternative is to invest in SEO and content marketing.  Although they take longer to produce results, they have a lower acquisition cost and consequently offer a higher return on investment.  And most importantly, after achieving a good reputation with your content, you start to rank organically on search engine pages and this result usually lasts in the long term as well.  But before you go out and plan an SEO strategy, think, where is your audience?  Are your audience executives who spend a lot of time on Linkedin or young people who love watching TikTok videos?  For each channel, you will need to create a different strategy, deeply understanding what makes your audience tick on each of these channels.  Plan your strategy The time has come to define the actions that will be carried out on each channel that you have identified as strategic for your audience.  If you are going to use an SEO strategy, for example, you need to start with the keywords most searched for by your audience and start producing content that is of interest to your persona.  If your goal is to generate leads, you can invest in the inbound marketing strategy, building email automation flows to nurture a relationship with your audience.  A digital marketing agency, for example, invests in the following strategies so that its clients have great results: Blog content; Paid traffic campaigns on social media and Google; Creation of rich materials; Landing pages; Email marketing automation flows and more.  Read more about: Marketing 5.0 Set your budget Setting a budget is another essential step in your digital marketing plan.  This will show you how much you will invest in each digital marketing action.  Yes, you need to invest money if you want to have great results on the internet.  So that your business is seen by more people willing to buy your product or service.  What will define the budget is: How much money you have for this; The goals you previously defined; Whether you want to be more daring and try to attract a larger audience; Or whether you want to grow in an orderly manner, first impacting the audience closest to you.  Implement a schedule No strategy will be as effective if you don’t have a schedule in your digital marketing plan.  The schedule serves both to visualize the marketing strategies you are applying to each audience, and to bring more responsibility when following the plan.  The secret here is to work with leeway, that is, having a minimum 3-month plan prevents you from rushing or doing things any which way just to meet the deadline.  Remember, each action in your marketing plan can unfold into countless activities.  For example, blog content requires you to do keyword research, create an editorial calendar, write the content, design images, graphics or tables, and upload that content to a CMS.  Ultimately, there are a series of steps to take until the content appears in the top positions of search engines.  Therefore, organization and planning cannot be missing from your digital marketing plan.  Track your results The last step in your plan is to check whether your strategies are delivering results.  But how to measure results in digital marketing?  Through metrics and indicators, such as: Website visits; Number of leads generated; Email opening rate; Cost per Lead (CPL); Lead Conversion Rate; Customer Lifetime Value (CLV); Cost Per Customer Acquisition; ROI; ROAS.  As you have seen, with a well-constructed plan and realistic goals it is possible to achieve great results.  And now that you know how to create a digital marketing plan, what are you waiting for to start yours?  If you need help putting together your digital marketing plan, count on those with expertise in the business: GS2 Marketing Digital We are a digital marketing agency, specialized in inbound marketing, focused on results.  With creative and unusual actions, we use the best digital marketing tools to produce a feasible difference for our clients with greater performance, promoting monitoring and differentiated results.  This seriousness and intelligence in digital marketing provides recognition from many of our clients, for whom we have become a functioning lead generation machine.  Our success strategy is based on designing your persona's purchasing journey.  We gather data and analyze our successful clients from different segments to come up with a methodology that will increase your sales.  Our agency has the most strategic areas of digital marketing to make your business grow and help you sell more!  We are experts in business marketing and we will help you build your digital marketing plan to achieve great results.

Digital marketing plan: complete guide to achieving great results

Want to know everything about digital marketing plan? So keep reading the article and find out:

  • What is a digital marketing plan?
  • What steps can't be missed in your plan?
  • How to make your digital marketing plan?

What is a digital marketing plan?

A digital marketing plan is a document that brings together the objectives a company hopes to achieve in the digital environment, as well as the strategies it will use to achieve this. It describes:

  • What the company hopes to achieve;
  • The strategies that will be used to reach more customers;
  • The digital channels that will support the execution of the strategy;
  • The schedule of actions;
  • The budget available for this;
  • Who is the target audience and personas;
  • Who will be responsible for each action, etc.

But it doesn't just gather data about your business, but also about your competitors. After all, analyzing your competitors is extremely important to better understand your niche and what your audience expects. 

Marketing Plan: The Background of Digital Marketing      

The marketing plan acts as a blueprint for digital marketing as it directs the actions that will be taken in the digital environment.

But there is only one way to achieve great results with your digital marketing plan: by carrying out an in-depth study of your business and the market you intend to operate in.

How to make a digital marketing plan?     

Well, the first thing you need to do in your digital marketing plan is to understand who your target audience or ideal customer is.

Define your audience

The text reports on examples of personas and their definition. Throughout the paragraphs we can see what the ideal strategies are for each case and what types of personas exist in the market.

It is from this definition that you will think about the best strategies to achieve your goals. 

If you provide accounting services, for example, you can serve everything from micro-enterprises to large companies with several branches, but you can also serve MEIs. 

In this sense, for each of these audiences, your communication will be different and so will your strategies. Therefore, segmenting your target audience allows you to develop more assertive strategies for each of them.

This prevents you from offering a very simple solution to a company that needs a more robust package or a solution so complete that the micro-company would not be able to see it applied in practice.

To help you define your audience and persona, here is some information you should gather:

  • How old are you?
  • Your monthly income? 
  • What position do you currently hold?
  • Where do you live?
  • What are your priorities?
  • And your plans for the future?
  • What's stopping you from carrying out these plans?
  • What is she interested in?
  • Brands you consume?
  • What social networks do you use?
  • What products and services does she want?
This image describes the concept of persona types and their main characteristics.

Make a diagnosis of your product or service

Now that you know who your ideal customer is, that is, the one who will buy your product, it's time to understand more about what you are willing to sell.

At this point, it's worth doing a realistic analysis of your product's attributes, its benefits, how it works and, most importantly, whether it solves your audience's problem.

This analysis is essential to check whether your product or service will meet your customers' expectations or whether you need to add something else to make it stand out. 

Set specific goals

When making a digital marketing plan, you need to be specific about numbers and deadlines. Instead of “increase conversion rates” prefer: “increase organic traffic by 30% in 6 months”. 

In addition to showing an achievable goal, it is possible to begin to outline which specific actions will be taken to achieve this objective.

Think about what strategies you will use to increase organic traffic? SEO strategies, email marketing, content marketing? If you don’t know how to answer, review your goal. It should be clear and measurable.

Know your competitors

Analyzing the competition is another step that cannot be left out of your digital marketing plan. 

After all, now, it’s not just your neighborhood competitors that you need to worry about, but everyone who’s competing for the same buyer. 

In addition to checking what your competition is doing to gain the audience's attention, you can compare the attributes of the product or service provided by competitors and use this to enhance your differences.

When analyzing your competition, research:

  • What types of audience are they trying to hook?
  • What channels are they using? 
  • Where do they have the most results?
  • Where do they have less?
  • Do they invest in paid traffic?
  • Do you have good results in organic traffic?
  • What are your differences?
  • How do you communicate with your audience? 

Do a SWOT analysis

swot analysis

Now that you know more about your competitors, it’s time to use this information to analyze your business.

This is what SWOT analysis is for, identifying what is working well, what needs to be improved, the market opportunities you can take advantage of and the threats you should be prepared to face.

See below how to do a SWOT analysis for your digital marketing plan:

Forces

  • What are the advantages of your product over your competitors?
  • What are your differences?
  • What features does your product or service have that others don't?

Weaknesses

  • What elements of your product or service don't work very well? 
  • In your opinion, why don't customers buy from you? 
  • What attributes of your product leave something to be desired and open up space for the competition?

Job opportunities

  • What could be an opportunity in your niche?
  • What market trends can you take advantage of? 
  • Does your location benefit you in any way?
  • Is there an underexplored market niche?

Threats 

  • Are there any obstacles preventing your business from growing?
  • Is your company experiencing financial problems or depending on external investment?
  • Can the emergence of a new technology harm your business?

Be sure to include this study in your digital marketing plan and use it to:

  • Bet on your strengths;
  • Try to mitigate your weaknesses;
  • Take advantage of opportunities
  • And anticipate threats.

Choose your channels

Is your goal to increase website traffic by 30%? A good alternative is to invest in SEO and content marketing. 

Although they take longer to produce results, they have a lower acquisition cost and consequently offer a higher return on investment. 

And most importantly, after achieving a good reputation with your content, you start to rank organically on search engine pages and this result usually lasts in the long term as well. 

But before you go out and plan an SEO strategy, think, where is your audience? 

Are your audience executives who spend a lot of time on Linkedin or young people who love watching TikTok videos? 

For each channel, you will need to create a different strategy, deeply understanding what makes your audience tick on each of these channels.

Plan your strategy

The time has come to define the actions that will be carried out on each channel that you have identified as strategic for your audience.

If you are going to use an SEO strategy, for example, you need to start with the keywords most searched for by your audience and start producing content that is of interest to your persona. 

If your goal is to generate leads, you can invest in the inbound marketing strategy, building email automation flows to nurture a relationship with your audience.

A digital marketing agency, for example, invests in the following strategies so that its clients have great results:

  • Blog content;
  • Paid traffic campaigns on social media and Google;
  • Creation of rich materials;
  • Landing pages;
  • Email marketing automation workflows and more. 

Read more about:

Set your budget

Setting a budget is another essential step in your digital marketing plan. It will show you how much you will invest in each digital marketing action. 

Yes, you need to invest money if you want to have great results on the internet. So that your business is seen by more people willing to buy your product or service. What will define the budget is:

  • How much budget do you have for this; 
  • The goals you set earlier;
  • If you want to be more daring and try to attract a larger audience;
  • Or if you want to grow in an orderly manner, first impacting the audience closest to you.

Implement a schedule

No strategy will be as effective if you don't have a schedule in your digital marketing plan.

The schedule serves both to visualize the marketing strategies you are applying to each audience, and to bring more responsibility when following the plan.

The secret here is to work with slack, that is, having a minimum of 3 months of planning prevents you from rushing or doing things haphazardly just to meet the deadline. Remember, each action in your marketing plan can unfold into countless activities. 

For example, blog content requires you to do keyword research, create an editorial calendar, write the content, design images, graphics or tables, and upload that content to a CMS.

Ultimately, there are a number of steps to take before your content appears at the top of search engines. That's why organization and planning are essential elements in your digital marketing plan.

track the results

The last step in your plan is to check whether your strategies are delivering results.

But how do you measure results in digital marketing? Through metrics and indicators, such as:

  • Website visits;
  • Number of leads generated;
  • Email open rate;
  • Cost per Lead (CPL);
  • Lead Conversion Rate;
  • Customer Lifetime Value (CLV);
  • Cost Per Customer Acquisition;
  • ROI;
  • ROAS.

As you have seen, with a well-constructed plan and realistic goals it is possible to achieve great results. And, Now that you know how to create a digital marketing plan, what are you waiting for to start yours?

If you need help putting together your digital marketing plan, count on those with expertise in the business:

GS2 Digital Marketing

We are a digital marketing agency, specialized in inbound marketing, focused on results. 

With creative and unusual actions, we use the best digital marketing tools to produce a feasible difference for our clients with more performance, promoting monitoring and differentiated results.

This seriousness and intelligence in digital marketing provides recognition from many of our clients, for whom we have become a functioning lead generation machine. 

Our success strategy is based on the design of your persona's purchasing journey. We gather data and analyze our successful clients from different segments to come up with a methodology that will increase your sales. 

Our agency has the most strategic areas of digital marketing to make your business grow and help you sell more!

We are experts in business marketing and we will help you build your digital marketing plan to achieve great results.

Talk with us!

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