If you need to launch a product or service or if you need to reposition your brand online, you have to start from here: from the Digital Marketing plan.
The plan of Digital marketing allows you to study a suitable strategy to achieve your business goals, understand how to implement this strategy with specific tactics and talk to your really potential customers.
If right now you are defining a new communication and digital marketing plan for your company. Your objectives have changed, as well as part of the target to which I address you (which is no longer only in your language, but foreign, that is why you communicate in English on social networks and that is why your company site, which you are redoing , it will also be in English).
These are the 5 steps I follow to define the digital marketing plan.
1.Analysis of the current situation
- Listen: Is there any online conversation about my brand/product/service? What do people online say about me or the type of service I want to offer in the market?
- What are the trends and news in my sector?
- Competitor analysis: How do they move online? What online platforms do you use to communicate and sell? What language and tone of voice do they use? What prices do they show? Do they deal with customer service activities? Are they active on social media and how?
- Identification of buyer personas: Who are my potential clients? How old are they? Sex? What interests? Which are your jobs?
2. SWOT analysis
Focus on you, your brand, your product/service.
- What are your strengths?
- What are your weaknesses?
- What are the opportunities you can take advantage of?
- What are the threats that surround you in the market?
3. Objectives
Set goals that are measurable and truly achievable, both in the medium and long term. Ex:
- Within a week, I want to complete the editorial plan for the new site's blog.
- Within a month I want to have written ten blog posts.
- Within three months I would like to be ranked for that particular keyword on Google.
- Within a year I would like to have obtained three new clients thanks to the Content activity on the blog
4.Strategy
- Positioning: How do you want your brand to be perceived in the mind of the potential customer?
- Define your value proposition
- Promotion: How do you make your brand known online? What channels do you choose?
- Content: create an editorial plan for the communication channels you choose
- Language – Choose how you want to communicate your brand online
5. Tactics
Choose the activities you need to achieve your goals:
- SEO
- Social media marketing
- Google/Bing Ads
- Digital public relations
- Blogging
- Junk mail
6. KPIs
Define metrics to measure tangible, actionable results.
