Digital Marketing Strategy and Planning Ideas
The planning cycle for digital marketing must be short, because this is a very dynamic area, so long-term plans may be ineffective. The plan must be more like a rule. You must have a plan, but you should not conflict with the plan, and you should be willing to adjust the plan based on market feedback.
The number of steps of a digital marketing plan are:
1. Determine the Goal:
There are two types of target brands and effects. The purpose of brand campaigns is to increase visibility among a large percentage of the target population, while the purpose of performance campaigns is to promote conversion and provide return on investment. When determining the target, you can also determine the relevant indicators.
The indicators of brand promotion activities will be the number of impressions, coverage, and frequency. You can hire a research organization to measure the highest recall rate, conduct attitude research or build brand associations. Performance campaign metrics include click-through rate, conversion rate, number of conversions, cost per conversion, and cost per potential customer. The next step in the digital marketing framework is:
2. Buyer person:
The company will target different types of consumers who can be divided into multiple roles. Companies rarely have only one buyer role, so there must be at least 4-5 buyer roles. In each role, try to answer three questions: who, what and why. Who is the target audience, what is their age, gender, location, job title, responsibilities, and educational background. Which companies do they work with and what are their qualifications.
After that, you must determine what your target audience is. What is the goal of the target audience, what are the pain points, and what are the touch points? The last is the reason for the target audience. Why the target audience will buy your product. What is the distance between your elevators? All of these should not be based on premonitions, but should be based on actual data.
What is the source of this data. One source is Google Analytics. It has an audience report that can provide data about location demographics, device operating system gender, and more.
Another important source of audience information can be DMP. These data management platforms can find public information about target audiences on social media.
3. Content strategy:
You must analyze the way you worked in the past. So what kind of content will the target audience produce? They like videos or images on games or educational content, info-graphics or e-books. You must analyze which posts are well done and what the nature of their content is.
4. Channel strategy:
What is the relative importance of paying to own and earn media. Which paid media do you want to use. Do you want to run paid ads on LinkedIn or Twitter on Facebook or Instagram. Similarly, you will follow which channels you own. Is it a website or your blog or micro-site. What social media processing and page traffic you will get from it.
5. Determine a Timetable:
The next step in a digital marketing plan is to determine a timetable. You must prepare a calendar that indicates the activities you will take place every month, the channels you will focus on, and the content to be deployed every month. Therefore, your digital marketing will not depend on the emotions of the team, but will proceed as planned.
6. The budget to be allocated:
Therefore, how much budget you will allocate to paid media and how much budget you have. Nowadays, paid media needs more budget, because most channels need paid advertising to expand coverage. Most social media channels have very limited organic influence. Generally, the percentage of paid media budget allocation is 60% to 90%. When the goal is to acquire customers, you must use paid media.
We have already discussed at the beginning that it must be aligned with marketing goals. Now, the method of this digital marketing plan is top-down. This is a more strategic approach, it is holistic and integrated.