Steps to create a digital marketing plan for your business website

Having a branding strategy and a digital marketing plan has become a necessity in this era of fierce competition in online marketing. Marketing strategies have changed radically in the recent years but thanks to technological development that has made globalization of brands possible.

In fact, so much has been the emphasis of many companies in adapting to the new online behavior of users, who respond very well to the digital marketing efforts of companies. We all use different devices (mobile, tablets, computers) consuming content on websites, online newspapers, blogs, social networks. But we also have a constant touch with non-internet media, such as magazines, TV or live events. Therefore, the first lesson when creating a digital marketing plan is not to automatically exclude offline media, as it contribute to your strategy and greatly enhance digital marketing efforts .

Steps to create a Digital Marketing Plan

1.Analyze the situation of the company and the market

For a marketing plan to work properly, the first thing you need to do is analyze the situation and the trends in your market. Knowing the positives and the shortcomings of the competition, the characteristics of the market and the way you can achieve brand presence that will enable you to position yourself in the market.

2. Set objectives

Set quantitative objectives (number of clients, income, time of permanence, etc.) and qualitative objectives (brand recognition, positioning, transmission of certain values, etc.) that will help you to create strategies for the long term and short term growth. Associated with each objective of the digital marketing plan, you must choose the primary goals to focus so that you can always analyze if you are on the right track.

3. Target audience

The next step is to locate and analyze your target audience, so that you know it better and you can establish a strategy to successfully impact them. Identify the opportunities where you can impact the lives of people and create value for them. Because of the fierce competition in the digital work the pain points of the target audience may not be easy to find but with the right research you can find the spot to target.

4. Strategy

The next step involves setting the actual strategy that will give you a good online presence in the online digital market. It includes setting up your unique selling proposition (USP), the media channels you want to leverage, search engine optimization (SEO) and marketing channels you want to use to generate leads for your business.

You can have your own media such as the social media profiles, the newsletter or other actions, such as brand events. Paid media includes advertising media, whether online or offline; in Social Networks, third-party websites, print or digital press, TV, search engines, etc. Third party media such as blogs, profiles of social networks of influencers, press, etc.

5. Actions

Knowing where, what and whom we want to communicate is a time to determine the concrete actions of our digital marketing plan. Here the options are endless and will depend on the specific objectives set.

To divide the shares of your website according to the intent and the probable goals of your customers we use the funnel or funnel conversion. With it, actions are grouped around 5 phases: brand awareness, generation of interest, decision making of the customer, purchase and loyalty from them.

6. Analysis of digital marketing results

Finally, as we mentioned before, technology allows us to know the results of our digital marketing plan through data and analysis. This process must cover both quantitative and qualitative inputs (opinions and degree of positivity or negativity of the same, brand awareness, intentionality of comments, etc.).

Unlike quantitative analytics, which can be performed by a computer program that accounts for certain parameters, the qualitative analysis requires direct intervention of an analyst who interprets the data and offers an insight. This combination of data not only allows you to measure the success of our digital marketing plan but also to learn and make decisions for future actions.

Now you know: creating a digital marketing plan is essential if you want your business to have some opportunity for the big offers for existing products and services.