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Marketers that are organized, set goals, and write down marketing strategies are much more successful than ones that aren’t.
How much more successful? They’re over 300% more successful when they document a marketing plan and strategies with specific objectives.
That should make you realize that digital marketing alone isn’t going to bring more business to you. You need to have a digital marketing plan in place.
If you’ve never created a digital marketing plan before, you need to know the step-by-step planning process. You’ll also need to look at some digital marketing plan examples to understand how to apply them.
Fortunately, you don’t need to look any further than this article. Keep reading to learn the basics of creating a digital marketing plan with concrete examples.
1. Learn About Your Audience
There more you know about your audience, the better equipped you are to serve them. You probably know some basic information about them, such as age range, gender, and household income.
There’s a lot that you don’t know about them. You don’t know what needs they’re trying to fill with your product or service.
There are a couple of ways to find out. You can survey your potential customers, or ask them directly. Companies like Lidl and Paramount+ have user surveys where they test potential packaging designs and user features.
Another widely used research tool is the focus group. This is where you take a small group from your target market and ask them a series of questions.
Focus groups have been employed by brands like Mattel for decades. Mattel used them to create the Barbie doll.
These tools give you the chance to learn about the needs of your customers. You can use them to hone your messaging on these needs and get more sales.
2. Positioning Statement
The positioning statement is the hardest single sentence you’ll ever write. That’s because it’s the one sentence that sums up why your business is different and why someone should buy from you.
For example, Coca-Cola seeks to “refresh the world,” while making a difference in creating a sustainable planet.
Amazon’s positioning statement is centered around low prices, convenience, and a great customer experience.
How do you create a positioning statement? You need to know what sets your business apart, whether you offer low prices, great service, or both.
You also have to understand your business values. Write down the things that are important, such as integrity and sustainability.
The next step is to develop consumer benefits. Why would they care about your product or service?
You’ll put these things together into a simple positioning statement.
3. Digital Marketing Plan Goals
This step is actually pretty simple. Here’s where you state what you plan to accomplish with your marketing plan.
Marketing plans can have more than one goal. If you find that you have multiple goals, the digital marketing plan will have a primary goal, secondary goal, and tertiary goal.
You don’t want to have too many goals because your digital marketing plan loses focus and impact.
Here are a couple of marketing plan examples of goals:
- To raise brand awareness by 10% over the next 6 months.
- To increase sales of product XYZ by 15% during the holiday sales period.
Notice how the goals have a timeframe and a specific target. Your goals should have the same clarity because you can measure your progress and determine if you’re successful.
4. Digital Marketing Tactics
The tactics you choose are the digital marketing items you choose to reach your goal. There are plenty of examples of digital marketing tactics.
Content marketing, social media marketing, blog posts, email marketing, search engine optimization, and testimonials are all digital marketing examples.
It’s best to choose the marketing tactics that align with your goals and target market. For example, if you’re a fitness professional that targets women in their 40s, your best bet is Facebook.
You could end up with a long list of tactics. You have to be mindful of the amount of time you can spend on producing content and adjusting your strategy.
There are two options to picking tactics. One is to narrow your focus and spend your time on one or two social media channels.
The other is to get help by outsourcing the load. Service providers like Paulbarrs.com have a broad range of digital marketing skills which help you expand your reach.
5. Create a Digital Marketing Budget
There’s a myth among entrepreneurs and marketers that digital marketing is free. Sure, there’s not a monthly fee to have a social media account, but there are other costs involved.
It takes time to craft the perfect Facebook post, research Instagram hashtags, and search keywords. It takes time and sometimes money to create graphics and buy stock photos to accompany your content.
There are costs to outsource items to digital marketing services. There are also digital marketing tools like social media schedulers and video editing software.
All of these costs have to be taken into account. That enables you to measure the return on investment. Create a spreadsheet of all of the expenses, including your time.
You’ll be able to calculate the return on investment once you know the true costs of your digital marketing plan.
Helpful Digital Marketing Plan Examples
Do you want to succeed in business? You’ll have to master digital marketing and document digital marketing strategies like the most successful marketers.
These digital marketing plan examples show you how you can create your own digital marketing plan. Always start with your target market, set clear goals, and choose tactics that make sense for your business.
Are you ready for more helpful tips to further your business? Check out some of the other articles on this site today!