Digital Marketing Strategy and Planning

Introduction:

In digital marketing, the planning period must be short. Because it is a very dynamic field, a strict long-term plan may not be accurate. Plans should be like guidelines. You must have a plan but your marriage should not be a marriage and should be willing to adopt the plan based on feedback from the market.

Here is a framework with 7 steps to planning the best digital marketing strategy

  1. Identify goals:

There are two types of branding and performance. Branding campaigns aim to raise awareness in a large percentage of the target population. While performance campaigns aim to drive conversions and return on investment. When you set goals, you can simultaneously identify metrics that will be relevant. The metrics for branding campaigns will be feedback, reach, and frequency. You can hire a research agency to measure mental memories, study behaviors, or measure brand associations. Performance campaigns will be measured by click-through rate, conversion rate, number of conversions, cost per conversion, and cost per lead.

  1. Buyer person:

Companies will target a diverse set of customers. Which can be categorized into more than one person. It is rare for a company to have only one buyer personally. So make at least 4-5 buyer personalities. Try to answer three W in each person. What, who, and why.

Who is the target audience, what is their age, gender, location, job title, responsibility, educational background? What companies do they work with, what is their seniority?

Then you have to identify the target audience. What are the goals of the target audience, what are the pain points, and what are their touchpoints? That’s the end of the target audience. Why would the target audience buy your product? What is your elevator pitch? All this should not be based on a hunch but it should be based on actual data.

But what is the source of this data? One source is Google Analytics. It contains audience information that provides data about location population, device operating system gender, and other categories. Another interesting source of data is LinkedIn demographic tags. You can generate JavaScript code from LinkedIn, and paste it into your website.

  1. Content strategy:

You need to analyze what has happened in the past and understand what kind of content your target audience is relevant to. Do they prefer videos, photos or infographics, or eBooks over sports or educational materials? You have to analyze which posts performed best and what the nature of their content was.

  1. Channel strategy:

What about paid, owned, and earned media? Which paid media do you want to take advantage of? Do you want to run paid ads on Facebook or Instagram, Linked In, or Twitter? Similarly, what proprietary channels will you focus on? Be it a website or your blog or microsite. Which social media handles and pages will you get traffic from? Which blogs, forums, and Q&A sites will you engage in? How do you do online PR? Will you distribute your content on various paid content syndication sites such as Tabula or OutBrain?

  1. Identify the timeline:

The next step in digital marketing planning is to identify the timing. You need to create a calendar, which will determine the activities that will take place each month and which channels you will focus on, and which content you will focus on monthly. Identify it. So your digital marketing team will not depend on the mood. Rather it will be according to plan.

  1. To allocate budget:

So how much budget will you allocate to paid media and how much is owned? Paid media nowadays require a large budget, as most channels require paid advertising to increase access. Organic access is very limited in most social media channels. The percentage of budget allocation for paid media usually ranges from 60 to 90 ges. You should use paid media when the goal is to achieve the user.

  1. Measurement:

We have already discussed this. It has to do with marketing goals. Now, this approach to the digital marketing plan is up and down. It’s a more strategic approach, it’s more comprehensive and integrated.

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