Digital Marketing Planning – Fail To Prepare, Prepare to Fail
When first getting their marketing ducks in a row, businesses often fall into the trap of adopting a ‘scattergun’ approach.
This means that people are rushing around trying to do everything at once. Which usually means they’re doing none of it well and they’re not being anywhere near as productive or effective as they could be.
This approach can mean that great opportunities to gain and retain customers are being missed.
Thinking of a solid plan can save a lot of time and help focus your resources in the right direction.
Let’s take a look at the steps in putting together a good marketing plan and how it can benefit your business.
Digital Marketing Planning – Analyse Current Situation
The first stage of any plan involves looking at where you are now and where you would like to be.
Take a look at the pros and cons of previous marketing campaigns to see what proved to be the most effective. Also check out campaigns run by your competition to see what works for them.
Then outline what your main objectives are going forward. Is your priority to build brand awareness, or to generate sales and leads?
With this in mind, consider what resources you have available. You can then make a decision of where efforts should be focused.
Digital Marketing Planning – Develop a Strategy
With your objectives in mind, begin your strategy by developing an idea of your target audience.
This is best achieved by building Personas, which are fictional representations of the key demographics of your target audience.
Build up an idea of what marketing campaigns they might engage with and consider what format and channel would appeal to them.
You’ll also need to think about what content you could use in your campaigns and which marketing channels would be the most effective in reaching them.
Digital Marketing Planning – Monitor and Improve
Once you have your strategy in place, you will need to think about how to measure its performance.
You’ll need to consider all the analytics from each of the different marketing channels. You’ll also need to work out what level of return on investment you expect to receive for your campaigns.
Include a regular review of your strategy as part of your strategy and make it flexible enough to make improvements as it becomes clear which channels, content and campaigns produce the best results.
Sign Up for our Digital Marketing Planning Webinar
For a more in-depth look at Digital Marketing Planning and how it can benefit your business, sign up for our upcoming webinar.
We’ll look at what marketing tactics you should include in your plan, how to set a budget for your strategy and what areas to monitor as your strategy progress.
You can also find out more about Digital Marketing Planning by downloading our eBook on the topic.