How Should You Create a Digital Marketing Plan?

 

With so many elements and strategies at play, successful Digital marketing must be supported by a plan.

According to Philip Kotler, considered one of the founders of modern marketing, the function of a traditional marketing plan is to document how the organization's strategic goals will be achieved through specific Marketing Strategies and tactics, starting with the customer. The plan is also linked to the plans of other departments in the organization.

Here is a step-by-step framework for creating a digital marketing plan

1- Take Stock of the Current Situation

When creating a Digital Marketing plan, the first thing to do is to analyze the internal and external situation. SWOT analysis is a useful framework for analyzing the strengths, weaknesses, opportunities, and threats of your company and the market as a whole.

You need to know what ecosystem your company operates in, your customers' needs, and where they are being met. This analysis can be qualitative and quantitative, considering digital habits, intermediaries, and influencers.

2 - Customized Planning

Knowing who you want to reach and their interests, needs, and preferences is essential to meeting their expectations, which is a key part of the marketing plan. This is when the refining phase of your plan begins.

This is where you carefully analyze your prospects and find out what content they consume and how they consume it, their target criteria, who and what groups they follow, etc.

The more information you can extract from your profile, the closer you are to creating relevant content and implementing a strategy that will work.

This information will help marketers develop more strategic content that will likely engage their audience.

3 - Set Goals

Once you know your market position and strengths, set goals to clarify your direction. To achieve these goals, you need to plan.

In doing so, it's best to avoid vague goals.

For example, doubling your organic search traffic in the next 12 months would be a simple goal.

This is the basis for setting deadlines, goals, milestones, and specific actions such as optimizing the site, creating content for new keywords, or implementing strategic promotions.

4 - Create a Calendar

Creating a calendar of marketing activities is the best way to track all the steps. This means that, at this point, you are creating a timeline to achieve your goals.

The activities to be completed, who is responsible for each activity, and the deadlines for all milestones should be clear.

5 - Don't Forget to Optimize Your Strategy

Once you've developed and implemented your digital marketing strategy, the work doesn't stop there. The most important planning phase comes next: analyzing the results. This is an important foundation for effectively optimizing the results and costs of your digital marketing.

In addition, by measuring each action with specific indicators, you can know if you have achieved the desired results, the effectiveness of the strategies and campaigns you implemented, improve what didn't work, and consider that your goals have been reached.

Remember these steps as you develop your digital marketing plan to ensure you remember everything.

Steps to follow

Digital marketing allows you to track your campaign until it generates revenue. You can see if your campaign was successful or if you need to improve it.

The biggest difference in Digital Marketing is the ability to measure results, so we've broken down the key metrics to monitor.

By monitoring results, you can reduce operational costs and focus your investments on the activities that produce the most results.

Let's look at key metrics critical to your digital marketing efforts and how to find them.

1) ROI

ROI stands for Return on Investment.

It is a metric used to measure the return on investment for a business. In other words, it allows you to see if a company gains or losses on its investment.

2) CAC.

We have seen that the ROI calculates the return on investment. Today, CAC represents the cost of acquiring a customer.

This indicator helps managers understand how much they are investing in customer acquisition. It considers marketing and campaign costs, team salaries, and other amounts allocated to customer acquisition and acquisition activities.

Watch the video below to understand why CAC is an important indicator for business development and how it is calculated:

3) LTV

Lifetime value (LTV) is an indicator that reflects the lifetime value of a customer. This value is important for companies that sell services or products on a subscription basis and create recurring value over several months.

By properly calculating LTV, sales teams can know how long a customer should stay with the company and ensure that marketing investments are well-spent.

4) CPL

CPL is short for "cost per lead." It is a metric used in paid media campaigns to determine how much a company spends on lead acquisition.

It is an indicator that should always be optimized to reduce its value.

5) Employee Turnover

It is very important to control and reduce employee turnover in your company. In this case, employee turnover indicates the number of customers who leave the company's services or products in a given period.

To calculate this indicator, add the number of customers who leave your product or service during a given period.