This always comes in handy when you need to develop a digital or online marketing plan. It’s important to plan for the next year, start your work, or start changing company strategies. You never know where to start!
After doing some research on Google, you come up with a model of a “digital marketing plan”. But these are clearly noticeable in larger groups, which can take several weeks and organize into will committees that will guide everyone.
You don't have that freedom!
There is no expandable team to help you do this and you have a mountain of tasks and responsibilities. You need effective solutions to quickly formalize a consistent online marketing plan that you can present to your management for approval.
Don’t worry: we have gathered all these things here that you need.
This model gets exactly the planning point. It has only the necessary requirements and focuses only on digital.
It is not made for the international group which needs a report of a hundred pages to “harmonize the digital strategy at 360 ° in an innovative way and in accordance with the values and the DNA of our brands”.
This plan is designed for marketing management managers who need to work fast. Ask the right questions. And to formalize the roadmap for the next 12 months.
How to use this digital marketing plan template?
First, read the article and then open a blank word document which you will end by answering the questions in each section below. To save time, you can write your answer in a short note and set it for future consideration.
Be careful, you will probably want to avoid some questions. We promise you a concrete action plan without any fuss ... and now we're starting with a fairly theoretical section on your "position" or "your difference strategy".
The bottom line is that these questions are necessary: if you want to quickly define "the results we want to achieve" and "how we want to achieve them", you must ask (but briefly) "who we are" and "where". We are here ".
Are you ready? Let's go!
Step 1: Your positioning strategy
Summarize these 4 key elements that define your business in one sentence:
- What we do (core business)
- Who we do it for (customers)
- How we do it (culture)
- Why we do it (mission)
For example: “We provide this service, this result, this extra cost, this national agency, sector, market, a client using this particular method or culture. Because value addition culture is a growing theme of our organization. "
Don't try to write interesting phrases to attract your customers. This sentence will only be used formally internally in the mission of the organization.
A real example could be:
We design and deploy digital marketing strategies for B2B companies who want to build more leadership by adopting clever and realistic approaches because we want to help companies grow.
First, it will allow you to place things down and set the structure of the plan. Second, you may be surprised to learn that an organization's own definition of mission is not internally unanimous.
Step 2: Your goals
Can marketing targets be achieved in the next 12 months? What results do you want to achieve? What are the priorities to ensure the development of the organization?
Start with the business goals of the company. How Many Results Should You Get Through Web Marketing? How many sales do you need to reach this goal?
See also Non-Measurable Goals: What Success Do You Want to Achieve?
If you want to set clear, precise goals, we can advise you to make smart goals for your growth.
The first step in achieving this goal is to write it down. Briefly defining the result you want to achieve allows you to identify the steps you took to get there.
Turn aimlessly and you'll be scattered in the dark hoping to hit the jackpot
Step 3: Your typical customer
Who is the ideal customer for your business? Does your business address any issues or needs? Which way?
Again, if you are unsure about your ideal client profile, we strongly recommend that you plan to investigate the matter.
Knowing your general customer is the key to marketing. Any decision you make in your digital marketing activities should be based on this information.
If you don’t know your customers, their motivation, their expectations, their mentality, or their objections, you will waste your budget unnecessarily for useless optimization.
Step 4: Your competitive audit
What are your competitors doing? What kind of marketing do they do? Which channel do they have? Do they have a huge online community? Is their community active?
Default strategies employed by your competitors: Look for at least 3 major direct competitors in your market to get a precise idea of the competitive environment and default strategies.
It’s important to know what your competitors are doing to predict good and bad activities but be able to stand out more easily.
Step 5: Your differentiation strategy
What is the specificity of your organization? In what ways is your business different from the competition?
Have you come up with any extra value for your customers? What do your current customers think about the business? What do they particularly like? What disappointed them?
What are the specific signs of specific information and recognition that reflect the excellence of your organization?
Your diversion is a force that should be the basis of your marketing.
Understanding why your customers are choosing your business over others will help you both choose new channels and your channels to receive the messages you use.
Step 6: Audit your current activities
Has your company successfully marketed in the past? Which channels are you currently using for best performance? Why?
Go into detail and specify what works and which can be improved.
For example, if your website attracts a lot of visitors from search engines, what is responsible for the success of this content? On what terms and expressions? Is the conversion rate (for example viewer contact percentage) satisfactory?
Which marketing activities of the company give unsatisfactory results? How can you fix this? Need to correct this action? Or abandoned?
Understand what works and exploit it. Analyze what's not working and fix it or leave it.
This is probably the easiest way to optimize your company's web marketing arsenal.
Step 7: Your risks and opportunities
What are the risks to your business if nothing changes? What are the specific consequences of its future? Go into detail what the consequences are in society and describe the details.
What can you use next month to get closer to your goal? What are the implications for these opportunities and what are the consequences?
Test from 1 (not very interesting) to 10 (very interesting) then spend resources on every opportunity. Sort by the sum of these two notes.
Opportunities need to be analyzed purposefully (regardless of whether they are tempted by their most dignified or ridiculous aspects) to be used wisely.
Formalizing the risks and writing down the consequences of their concrete can help you overcome internal reservations.
Step 8: Your online interaction points
What kind of online media do your customers spend time on? (Which sites, which social networks, etc.) Under what circumstances? What are they looking for there?
How did your modern customers find out about you? Do these customers want to reach your profile?
If you have no idea, you should consider defining your own person and learning about their buying trip.
Many companies instantly introduce isolated strategies and activities for the wrong reasons: competitors do the same thing, this strategy is buzzing right now, decision-makers are fond of that strategy ...
To avoid this trap you need a logical approach to the points of conversation between your organization and your customers on the web.
Step 9: Your action plan
Read all of the following again: the results you want to achieve, the chances of your general customers behaving, the opportunity to increase strengths, and the opportunity to correct weaknesses.
You will be able to identify to solve the problem, then list all the steps taken.
Don’t try to organize a coherent plan of action from perspective: go ahead with the draft first and list all the activities in your head without filtering.
Leave to settle for 24 hours, then come back the next day officially and pick this list for 12 months.
Write down your results within 12 months and go back slowly to note the monthly goals to be achieved
Write down what steps you need to take at important times of the year.
Should your marketing work?
Your digital marketing action plan should include all the steps you take throughout the year. You can organize it through promotions, months, or even steps. It is up to you to decide which works best for you
Schedule the internet marketing activity you plan to perform in the following ranges:
- Social networks
- Email campaigns
- Content strategy
- Influencer Marketing plans
- Natural and/or paid referencing
- Online events
- The marketing campaigns you want to run, etc.
Here we are at the center of your strategy and your digital marketing plan: the roadmap you will follow in the next 12 months.
Remember though, a plan is a plan. You have to adjust that path and the paths that seem to flow clearly when you are standing in front of the wall will not be practical.
Step 10: Your schedule
How do you plan to distribute these actions? What are the highlights of your forecast?
Try to create a temporary schedule in a macro way to check if your activities are achievable and if your plan has water.
Step 11: Your budget
Creating a temporary schedule will allow you to have a clear vision of how your digital marketing plan will unfold and verify its feasibility.
This can work for you when you submit your plan to your management.
Planning without feasibility studies is not a plan: it is a prayer.
At this stage of thinking, you will probably take shortcuts and ask for adequate estimates to get you there as soon as possible and be effective until the end.
Don't do anything about it. Cutwork to make it work as much as possible. Take the time to get a guess that might be appropriate for the guess.
You don’t have to explain which specific actions will be interdependent (one’s success is conditioned by the other’s completeness) and your budget has proven to be completely incompetent.
If you need to approve the plan internally, you are unlikely to present it personally in your own management *, take the time to add a few lines of summary at the very beginning of the plan that will give a view macro.
The idea is that you want to read more, for example by answering a question:
- What makes this marketing plan special?
- Why do we have to act now?
- What are the opportunities to use this year?
* But do everything in your power to avoid it: personal presentation will have a greater impact.
How do you know if your digital strategy is effective?
Online marketing comes with new trends, variations, and new strategies every year. To be successful, you need to constantly develop and adapt. Power your brand in 2021 with effective digital marketing strategies. You can check your status from the best digital marketing company that can help you test the effectiveness of your digital strategy. By completing this test, you will be able to discover your score and identify the strengths and weaknesses of your digital strategy.