A Digital Marketing plan consists of a document where all the objectives and the planning of Marketing strategies and actions to be developed are collected in order that everything that is raised in the document has a justification and the objectives set can be achieved. To do this, you must first define what you want to achieve, to whom you want to direct the communication and how the actions are going to be carried out. You may also be interested in: Master in Online Digital Marketing INDEX OF CONTENTS Definition of Digital Marketing plan Digital Marketing is a form of online marketing that only uses new media and digital advertising channels such as the Internet, mobile or IoT and that thanks to the power of technology allows creating personalized products and services and measuring everything that happens to create Unique and memorable customer experiences for mutual benefit.
The Digital Marketing plan is a very elaborate report in which we specify the objectives to be achieved, as well as the strategies and tactics that we will use to achieve them. It is vitally important that this document is properly planned and is the result of in-depth research. You may also like: Master in Online Digital Marketing The ability to develop successful Digital Marketing Plans can be a differential point for a professional in this sector. Not only does it help justify what has happened so far, it also explains the direction the company intends to take. GUIDE How to make a digital marketing plan Download ¿ Developing a Digital Marketing Plan ? When developing an Online Marketing plan , a series of key points must be taken into account. The first contact with the client Before starting a Digital Marketing plan, it is vitally important to establish a first contact with the client to detail and specify what the objectives are.
In this first contact, we must try to get as much information as possible so that it helps us to know the motivations of the users and in this way we can design much more focused and personalized actions. #one. Analysis of the situation First of all, we must be very clear about what the brand is, what it does, why it does it, its justification and its reason for being, its USP (unique selling proposition). The first concept to include in an Online Marketing plan has to be the study of the current situation or analysis of the environment. That is why we will study the environment by carrying out an analysis, both internal and external, on the sector in which we operate and in which the product or service in question is framed, always making clear demographic, economic, technological, political or socio-cultural factors, which are of vital importance.
In the same way, we will analyze direct competition in order to improve and take advantage of any opportunity that presents itself. For the external analysis part you have to do: PESTEL analysis Porter’s 5 forces analysis For the internal analysis section you have to do: VRIO analysis SWOT analysis CAME analysis ONLINE PRESENCE At the same time, and very importantly, before carrying out an online marketing plan, you have to know what your online presence is, know on which online platforms you have a presence or not, and know what history the brand’s online presence has. At this point, special attention must be paid to research to keep in mind the tools that have been used to maintain their online presence, as well as what strategy and tactics they have followed in the past. This information is essential to be able to follow a line of communication that does not depart from the one established so far. To finalize the situation analysis, we must make a great effort to know in detail what are the objectives to be pursued through the digital marketing plan and what budget we have for its execution.
It is in this first section where it is worth highlighting the importance of defining objectives, knowing the target audience in detail and carrying out the SWOT analysis, which can help a lot to get the strategy to follow right, taking advantage of opportunities and detecting weaknesses. to be improved. Online Research Once we know what the client wants, the information about the brand and we are clear about our target audience, we have to start carrying out the detailed investigation of the online presence, both of the brand and of the competition. For this, it is highly recommended to use both free and paid tools to detect the status of the brand and that of competing companies. Tools such as SEMrush, Sistrix, Moz, aHrefs or the social networks themselves can help a lot to identify the state of the online presence, offering data that greatly facilitates the investigation, since they save us from doing many things manually.
Analytical data such as daily and monthly visits, direct, organic and paid traffic, bounce rate, indexed pages, number of backlinks, number of fans and followers, level of engagement, etc. are some of the metrics that we have to take into account when analyzing the brand and, fundamentally, the competition. #two. Defining the objectives Once we have all the research carried out and the situation from which we start is known, it is time to start designing the digital marketing plan. For this, we have to be very clear about the business objectives and the marketing objectives , the latter being the ones that have to act as the root of the business objectives. A) BUSINESS OBJECTIVES Business objectives are purely economic, measurable in the short term. Those that, as the name suggests, are synonymous with the viability of the business depending on whether they are met or not.
A clear example of a business objective is to increase turnover compared to the previous year, or to improve market share, which means growing in difference from the competition. B) MARKETING OBJECTIVES Marketing objectives are those that make business objectives are met. These objectives can consist, for example, of increasing traffic to the web through SEO or SEM, or getting leads (emails or contact numbers) among others. A fundamental detail when establishing the objectives is to follow the basic rules for the achievement of objectives, the SMART criteria (Specific, Measurable, Achievable, Realistic and Temporarily limited). (S) Specific : you have to look for concreteness, in order to identify what you really want to achieve. MASTER IN ONLINE DIGITAL MARKETING Learn from the best professionals in Online Marketing Get informed! (M) Measurable : it is essential that the objectives can be quantified or qualified in some way, in order to compare the result.
(A) Achievable : taking into account the work of all the components involved in the project, it is necessary to assess whether the objectives are feasible and there is the possibility of achieving them. (R) Realists : when setting the objectives, keep your feet on the ground and not speculate much with the objectives, otherwise the results will not be able to be evaluated later. (T) Temporarily limited : the execution times must be marked very well to be able to have a control of the start and end of the project. For the control and monitoring of the objectives, it is advisable to design a Dashboard, which will facilitate daily, weekly, monthly or annual control, in order to be able to keep track and check progress. #3. Define strategy and tactics