A good digital marketing plan is reflective of where you are within your business growth; are you starting your digital conversion for your business or were you an early adopter and you need ongoing campaigns to align with your business goals for the near future?
all successful businesses have a plan, they know in advance where they are going to be and when, this allows them to plan adequately so that they take opportunities when they arise because they are prepared.- Roger Hamilton
Whether you’re new to online marketing or have played around a bit before, a solid digital marketing plan is a must in today’s online world. When you’re a small business the digital landscape can be a bit overwhelming. Here are a few tips to help you guide down the right path.
6 steps to creating a great digital marketing plan
1. Know Your Customer Personas
If you really want to win in any form of marketing, developing an understanding of your customer personas will set the tone for your marketing strategy, both on and offline. When you know your customers intent, objectives and pain points, then your content marketing will have better conversions. Need help with this step? We’ll show you How to create customer personas.
2. Create Useful Content
Now that you know your who your customer is and where they hang out, you can create content that is relevant to them. Your content should show potential customers what you have to offer, solve problems and answer questions while reflecting your expertise. Content can include how-to videos, webinars, product reviews, customer testimonials, blog posts, social media posts and email newsletters.
3. Implement Search Engine Optimisation (SEO)
Creating quality content is only half-the battle. No matter how good your content is, if it’s not on the proper platform and optimised for search engines…no one will ever see it. Whether you are running paid search campaigns or focusing on organic SEO, your website must be optimised properly in order to increase search rankings and generate quality leads to your site. Learn more about implementing SEO.
4. Create a Marketing Funnel
When creating a marketing funnel, we rely on the AIDA Theory:
Attention, Interest, Desire and Action.
Attention: Attract the attention of your reader (with an enticing headline).
Interest: Give fresh and insightful information that’ll interest the reader. Add interesting introductions for your posts.
Desire – Stir your reader. Convince him to believe in your idea by stating its proven benefits.
Action – Once the reader has engaged with your copy, don’t assume he’ll take the necessary next step. You’ll need to create a strong call-to-action (CTA).
A CTA prompts visitors to take action, such as signing up for your newsletter, downloading a coupon, viewing a product demo, or starting a free trial. CTAs should direct customers to a landing page where they receive something of value in exchange for giving you their contact information. Need help developing strong CTA’s and setting up marketing funnels? Learn about Conversion Rate Optimisation
5. Develop a Social Media Strategy
Once you’ve defined your audience, created great content and optimised your website, the content needs to be distributed in order to generate leads.
Social media is the fastest way to get your message out there and the easiest to target. Taking advantage of social sharing to promote your blogs and newsletters is a great way to get more traffic. Most social media sites have a particular type of audience so only share content relevant to that particular audience.
6. Use Analytics to track What’s Working and What’s Not.
Have your Google Analytics set up so that you can identify; buyer funnel, high drop off pages, high engagement pages and main keywords. Facebook campaigns, make sure you have UTM’s set up on your Bitly link so that you can identify your social media links otherwise they all go under the / section of your data.
Use Facebook Insights to tell you more about the people who engage with your Facebook campaigns, if you haven’t got any, you need to develop one even at $5USD a day. This can help you identify user behaviour, but you also need to have a strategy beyond a “Like” campaign, that is vanity clicks and usually doesn’t really attract the right kind of clients to your FB/Website, make sure you always have a goal and purpose in mind.
A digital marketing plan is best done on a 90 day cycle so that changes in the marketplace, the audience and statistics can be looped back into what is happening with ongoing campaigns.