10 Apr Creating a Digital Marketing Plan
Creating the perfect cocktail takes mixing the right ingredients in the correct order. In the same way, coming up with the perfect digital marketing plan takes the right tools and utilizing them in the most intentional way possible. In my experience, a marketing plan is the first step before investing any money or time in your business. It tells you what, how much and when to add all the necessary pieces.
Starting your digital marketing plan from scratch can be the most difficult part. Staring at a blank screen, hoping the words will fall out is for most people the hardest part. In this post, I’ll provide a blueprint to a digital marketing plan. I’ll supply you with the most important marketing focus/tactic, consideration stages and how they all relate to your audience.
Marketing Focuses For Your Digital Marketing Plan
The tactics used to reach your target audience are the core of a digital marketing plan. The list of tactics below are the bases for all digital marketing plans and executions. I’ll also provide a brief description of each marketing focus.
Search engine optimization is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. SEO is considered the art and science of making web pages attractive to search engines, helping you to reach a larger audience.
Also known as banner advertising, a display ad is a form of advertising that conveys a message visually using text, logos, animations, videos, photographs, or other graphics. Display advertisers frequently target users with particular traits to increase the ads’ effect. It has evolved greatly over the years as targeting has become more sophisticated than ever. Not to mention the growing use of re-marketing as a way to get back in front of users that have already shown interest in your brand. This tactic is ideal for branding as well, as you’re able to get your product in front of a relevant user at a smaller cost than other tactics
Email marketing is used to promote your products and services. But another use of email marketing is to develop relationships with potential or current customers. Contrary to popular belief email marketing is still very relevant. So much so that 75% of adult online users say that email marketing is their preferred marketing method.
Social media is a catch-all term for a variety of applications that allow users to create content and interact with one another. Personally, I see social media as a great way to maintain and create relationships with customers and partners. When creating your social media strategy always keep this mantra in mind: Entertain me. Inform me. Provide utility.
Pay-per-click advertising is almost the opposite of SEO in that it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Normally I consider PPC to be search engine marketing, as it’s the most popular form.
A pre-roll or YouTube ad is a promotional video message that plays before the content the user has selected. Just like display advertising, a video is helpful with getting in front of potential and current customers. YouTube also offers advertisers a chance to earn air time by creating original content instead of just buying it.
Consideration Stages For Your Digital Marketing Plan
Reaching your customers at the right time is just as important as how you get in front of them. I follow the see, think, do and care philosophy for audience consideration stages. An incredible See, Think, Do content strategy, increases brand equity, customer love, and online-offline sales. Below is a breakdown of those stages as well as the key metrics to measure success. Rember to never judge a fish by its ability to climb a tree. Depending on your marketing objective use the right metrics.
The “see” stage involves reaching people who are unaware of your brand but have a vested interest in a topic. An example is a newly pregnant mom to be who is going to be looking to buy a stroller very soon but isn’t quite there yet.
- Key Metrics
- Number (#) or percent (%) interactions
- Conversation, amplification, applause
- Indexed increase in brand awareness
- Percent (%) of new visitors
- Number (#) of new followers
The “think” stage is pretty self-explanatory in that it is a point where users are thinking about a product or service. They may not have actually done any deep dive into the topic, but if something related comes across their screen, they’ll actually pay attention.
- Key Metrics
- Click-thru rate
- Page Depth
- Per visit goal value
- Percent assisted
The “do” stage includes people are actively seeking out a product or service. This customer is looking for the best deal, a brand that aligns with their values and/or someone they can trust.
- Key Metrics
- Visitor loyalty
- Checkout abandonment rate
- Conversion rate
- Email Opens
The stage that is all about nurturing relationships is the “care” stage. This is the stage where you’ve successfully converted a customer and need to retain their business. This is a very important stage as these customers are the most valuable. Creating a return customer is a worthy investment because the amount you must spend on advertising to retain that business is normally lower than acquiring a new one.
- Key Metrics
- Percent (%) of returning visitors
- Percent (%) of repeat customers
- Number (#) of email subscribers
Bringing It All Together
So how do all these stages and tactics relate and work together? Below you’ll see that I’ve created an example digital marketing plan for a travel/adventure company. In this example, I’ve given tactics their place in relation to the consideration stages. Feel free to utilize this example for your business as it can be molded for any vertical.
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Want to learn more about creating a digital marketing plan? Want to have someone take the work off of your plate and create one or you? No matter what you’re looking for, I’m always happy to help. Get in contact with me today!