There always comes a time when you will need to come up with a digital marketing plan . Whether it’s to plan for the next year, to start your job, or to initiate a change of direction in the company’s strategy. Except you don’t know where to start ! After some research on Google, you have indeed found “Digital Marketing Plan” models, but these are obviously intended for large groups, those who can afford to take several weeks and organize committees at will that will mobilize all the direction. You can contact Digital Marketing Agency in Washington
You don’t have a stretchy team to help you out, and you have a mountain of tasks and responsibilities . You need an effective solution to quickly formalize a coherent digital marketing plan that you can present to your management for validation.
This plan template is straight to the point. It contains only the essentials and focuses only on digital.
How to use this digital marketing plan template?
Step 1: Your positioning strategy
Summarize in one sentence these 4 key elements that define your business:
- What we do (core business)
- Who we do it for (customers)
- How we do it (culture)
- Why we do it (mission)
For example: “We (offer this service, this result, this added value, this solution) to (such type of company, sectors, market, customers) by (using this specific approach or a particular culture) because (c is the reason to be of our company)”
Do not try to write a catchy hook to seduce your customers: this sentence will only be used internally to formalize the mission of the company .
A concrete example could be:
We (design and deploy digital marketing strategies) for (B2B companies willing to generate more leads) by (adopting an agile and pragmatic approach) because (we want to help companies grow).
Step 2: Your goals
What are the marketing objectives to be achieved in the next 12 months? What results do you want to achieve? What are the priorities for ensuring the company’s development?
Start from the business objectives of the company . What quantified results should you achieve through web marketing? How many sales do you need to make to reach these goals?
Also explore non-measurable goals : what are the successes you would like to achieve?
Step 3: Your typical customer
Who is your typical business customer? Which of these problems or needs does your business address? How?
Again, if you are not sure of the profile of your ideal client, we strongly advise you to plan to deepen the subject.
Step 4: Your competitive audit
What are your competitors doing? What types of marketing actions do they put in place? What channels are they on? Do they have a large online community? Is their community active?
Explore at least the 3 main direct competitors in your market in order to get a clear idea of the competitive environment and the digital strategies that your competitors are deploying.
It is essential that you know what your competitors are doing in order to deduce good and bad practices, but also, to be able to stand out more easily .
Step 5: Your differentiation strategy
What is the specificity of your company? In what areas does your business stand out from the competition?
What added value do you bring to your customers? What do your current customers think of the company? What do they like in particular? What disappoints them?
What concrete facts and external signs of recognition illustrate the excellence of your company?
Step 6: Auditing your current device
What marketing actions has your company carried out successfully in the past? Which of the channels you currently use are getting the best results? Why?
Go into detail and point out what is working and what could be improved .
If, for example, your website attracts many visits from search engine, what content is responsible for this success? On what terms and expressions? Is the conversion rate (the percentage of visitors who make contact, for example) satisfactory?
Step 7: Your risks and opportunities
What are the risks for your business if nothing changes? What are the precise consequences for its future? Go into detail and concretely describe the consequences for society.
What opportunities could you seize in the coming months to get closer to your goals ? What impact and results could these opportunities have?
Evaluate from 1 (not very interesting) to 10 (very interesting) the impact then the resource cost of each opportunity. Sort them according to the sum of these two notes.
Step 8: Your online interaction points
What types of online media do your customers spend time on? (Which sites, which social networks, etc.) Under what conditions? What are they looking for there?
How did your current customers find you? Are these customers the profiles that your company wants to reach?
If you have no idea, maybe you should consider defining your personas and knowing their paths to purchase .
Step 9: Your action plan
Review everything that follows: the results you want to achieve, the behavior of your typical customers, the strengths and opportunities to exploit, the weaknesses to correct.
You will be able to identify problems to solve , then list all the actions to be taken.
Don’t try to organize a coherent action plan out of the blue: start with the draft and just list all the actions that come to mind, without filtering yourself.
Leave to settle for 24 hours, then rest on the subject the next day to formalize and organize this list over 12 months .
- Write down the results you need to achieve in 12 months and work your way up to write down the monthly goals to be achieved
- Write down the actions you will need to take at key times of the year.
WHAT SHOULD YOUR MARKETING ACTION PLAN CONTAIN?
Your digital marketing action plan should contain all the actions you plan to take throughout the year. You can organize it by campaign, by month, or by type of action. It’s up to you to decide what works best for you.
Determine the digital marketing actions you plan to carry out on the following perimeters:
- Social networks
- Email campaigns
- The content strategy
- Natural and/or paid referencing
- online events
- The marketing campaigns you want to run