Creating a good digital marketing plan is essential for your company to achieve visibility in both search engines and social networks, a greater volume of web traffic and, last but not least, a high conversion rate.
Order to draw up a good plan
Methodical , and to make your job a little easier, I bring you this little checklist that starts with a market analysis, continues with the creation of objectives, the implementation of the strategies that best adapt to your business, and finally the measurement of the results. Let’s look at everything in detail.
Digital Marketing Plan Market Analysis
Current situation of the company
The first thing to do when considering a digital marketing strategy and developing the digital marketing plan for your company or brand is to know the current and real situation of your company .
To do this, we are going to divide our work into a SWOT analysis to be able to accurately assess where we are and what we can contribute that makes us unique and/or different. An analysis of the web positioning of our site and a study of our presence on social networks.
SWOT Analysis
SWOT is the acronym forStrengths, Weaknesses, Opportunities and Threats. In the case of our company, we must be able to clearly define these parameters, since from here we will be able to lay the foundations for a winning strategy.
The SWOT is a key tool in a digital marketing plan, as it helps us rethink the key factors each year.
Relatively easy to your strengths
Weaknesses are, since you will know better than anyone what you are really good at and what you are not so good at. Needless to say, this analysis will help you to enhance those strengths. And, I wouldn’t say hide your weaknesses, but at least avoid them being the first thing your potential clients see in you.
The case of opportunities
Always more complicated to detect where they occur and what you can do to take advantage of them.
Threats also have the disadvantage that at a business level we associate threat with competition when in many cases the threat could even be ourselves. If we do not know how to take control of our business or adapt to the changes that occur daily in the market.
Web positioning
The parameters related to web positioning are important because they will tell us what level of visibility our company has in search engines (basically Google).
The most important ones that you should analyze in the digital marketing plan are the following:
Number of monthly visits your website and/or blog receives
Amount of organic traffic
Keywords for which your potential customers find you
Positions that these words occupy in Google
Quality and quantity of links (backlinks)
There are a large number of tools, both paid and free, to analyse this data.
The case of the traffic that your website
Receives, it is best to use the free Google Analytics tool. With this tool you will not only be able to know the amount of traffic you receive as a “raw” number but also a whole series of data (sex and age of your visitors, countries of residence, pages on which they land on your site…) that will allow you to make a good segmentation of your audience.
You can also study the keywords that your visitors find you for free with Search Console (formerly Google Webmaster Tools). With it, you can find out the position your keywords are occupying in the SERPs, the volume of impressions and clicks those keywords receive, as well as their CTR.
All this with the possibility of filtering
Country, by type of device and by date, among other options.
Finally, to analyze the quality and quantity of your links, there is nothing better than combining three paid tools such as Ahrefs , Majestic and SEMrush .
Ahrefs is certainly the best-known of the three tools for link analysis, as it has a huge database . Among the most important data it offers is the detection of new links that your site receives, those that it loses, and it also allows you to compare your data with that of your competition. Something that will undoubtedly help you a lot in your SEO strategy .
Majestic, on the other hand, measures the quantity and, above all, the quality of the links through two metrics called Trust Flow and Citation Flow. Of course, it also offers you information on all your links. But these two metrics are exclusive to this tool and that is what makes it more interesting.
Finally, SEMrush is a perfect SEO tool to analyze the keywords that are positioned on the first and second page of Google and that are bringing you traffic. However, although it is less known, there is also a feature called Backlinks. Although it does not have a database as extensive as Ahrefs or Majestic, it is a great tool to compare your backlinks with those of your competitors.
Presence on social networks
Nowadays, it is impossible to draw up a good digital marketing strategy without thinking about our presence on social networks . That does not mean that we have to be on the 400 or 500 existing ones, but quite the opposite. It is about being present only on those social networks where your potential clients are actually located .
To analyze the current situation
of your company on social media, you should take into account a series of important quantitative metrics, in this case focused on the 3 social networks that I consider most important:
Qualitative metrics have more to do with the level of attraction or engagement that each publication generates on each of the different social networks, since not all content works the same on all networks.
Once you have collected all the data (SWOT, web positioning and social networks) it is time to start drawing conclusions , maintaining those strategies that are working for you, forgetting those that do not provide you with anything positive and creating new strategies that can give you greater visibility first and ultimately greater conversion.
Knowing the target audience
Company isessential to be able to focus your entire sales strategyon those people who are really interested in the possible purchase of your products or services.
In the previous point I have highlighted the number of followers as an important piece of information to take into account when analyzing the presence of your business on social networks. The number itself is good, but knowing if they are real followers and interested in your products or services is even better.
Knowing how your followers behave, what they like, the type of content they share on their social networks, which networks they are most active on or which channels they use most to get in touch with you, you will be able to better assess how to meet their demands in the most effective way possible.
Objectives of your plan
What are your business goals ? As I said above, in the end it is about increasing conversions and therefore sales for your business. It is clear that this is always the ultimate goal of a company. The problem is that this goal is somewhat abstract, because to reach it you first have to achieve other “small” goals.
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Some of these objectives, for example
Once you have defined the objectives you wish to achieve, it is time to implement those strategies that are most convenient for you and your business.
For example, if your goal is to increase
sales on online channels, one strategy to achieve this could be to create a Facebook contest in which participants have to give you an email address to be eligible for the prize. The fact that the contest is free obviously won’t increase your sales, but obtaining those email accounts will help you at a later time to send offers and discounts through email marketing campaigns.
Another Example: Your goal is to increase
Sales through different online sales channels. One strategy could be to hire an advertising campaign through Google Adwords. Other strategies aimed at achieving the same goal could be to create campaigns on Twitter Ads and Facebook Ads. In this case, it is about finding which strategy would be most profitable, so you could try them all little by little and discard those that do not work and promote those that do.
Measuring the results of the digital marketing plan
No digital marketing plan can succeed if results are not measured on a constant basis so that you can detect the changes that occur over time as well as have a “history” of the evolution of those results.
Measurement is essential
To know which actions are being successful and which are wasting our time first steps and mistakes, marketing to popularize and, more importantly, our money.
Tools like Google Analytics, Facebook Insights or Twitter Analytics can help you gather valuable information that, when properly managed, can maximize the investment you make in your marketing plan.
Creating a digital marketing plan
Essential for the development and survival of a company in the online environment. I hope this article helps you at least to value this type of plan b2c lead as it deserves and to have an idea of how to develop them in such a way that they become a fundamental pillar for you and your business.
