A Step-By-Step Guide to Structuring a Digital Marketing Plan
Putting digital marketing actions into motion without a previously-devised plan or strategy could lead to failure for not considering all the aspects that could impact their development. When developing a digital marketing plan, you have to include components such as determining your target audience (buyer personal), business objectives, and an adequate value proposition.
What is a digital marketing plan?
A digital marketing plan is a document sharing the details for all the planning for your digital marketing campaigns or actions. It details, among other things:
- Short, medium and long term business goals.
- The strategies to achieve the goals at the digital level.
- The channels to use.
- Action and development plans.
- Investment and budget.
- The timing and roadmap.
According to Philip Kotler, considered one of the fathers of modern marketing, a traditional marketing plan serves: “to document how the organization’s strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point. It is also linked to the plans of other departments within the organization.”
With this in mind, does your company need a digital marketing plan? According to Puromarketing and in our opinion, the answer is a resounding yes: 100% yes. You need it to:
- Attract, convince, convert, and make your customers fall in love with your product or service.
- Plan all the strategies and actions to reach your target customer.
- Segment your marketing campaigns to provide value in every stage.
Before developing the steps that define a digital marketing plan’s structure, you need to feel comfortable in your corporation’s online domain, your target, the channels where you should be present, and who your competition is and what they do.
Next, we’ll give you a break-down of the step-by-step structure for your digital marketing plan:
Structure a digital marketing plan step-by-step in 2020
Step 1: Situational Analysis
The first thing you need to do when developing your digital marketing plan is to carry out an internal and external analysis (SWOT analysis) of the firm. A useful framework for this is the SWOT analysis that allows you to look at the strengths, weaknesses, opportunities, and weaknesses for your company and the market at large.
We need to be familiar with the ecosystem we operate in, what our customers' needs are, and where they get addressed. This analysis is equally qualitative as it is quantitative through looking at factors such as digital habits, intermediaries, influencers, and more.
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