Digital Marketing Plan: How to do it step by step [+ Example]
When we set up an online project, it always comes to mind that it will be much simpler than an offline business, and what we do is start dedicating our time to it without a previous plan behind and without thinking about the investments we should make To make it work.
This is a mistake because before starting a new project, we must develop a digital marketing plan for the company to begin to establish a guide to continue with the basic strategies that we will carry out, and not act without thinking.
And this happens the same if you want to set up a blog or a small project since it is worth establishing the path, and not going without a direction to follow (I tell you from experience, then everything is much simpler).
Therefore, as a digital marketing consultant in Valencia, I will teach you how to make an online marketing or marketing plan so you can follow a fixed path with all the strategies and action plans that you must carry out for your project in the environment digital.
It is important that once you have the document ready, consult it and modify actions, since this plan is not something fixed, but it can be altered over time.
What is a digital marketing plan?
A digital marketing plan is a document that establishes all the digital strategies and actions that will be carried out in our project, in addition to the times and budgets that will be allocated to these actions, to achieve the objectives and final goals we have set.
A digital marketing plan will help us know what, where, when, how, who, when and how much of our project; that is to say:
What we want to achieve and why we need to do it (objectives and goals). Where are we going to do it (tracks and channels)? How are we going to carry it out (strategies and action plans)? Who will perform each of the parts? How much budget we will allocate to each action (budget and financial plan). When will it take place (timing)? What should we do if this does not work or problems arise (contingency plan)?
First, we must make a summary document of the plan that we are going to make, and then develop each of the parts with the plan to follow.
How to make a digital marketing plan step by step?
I’m not going to go around the bush anymore and we’ll see how to create a digital marketing plan for a company, blog, online store, or whatever you need.
We are going to see a marketing plan step by step, so you can take a summary of this article and start developing it on your own.
The plan has several stages, the first is analysis, the second strategy, and the third planning and action, and we will see all these in detail, starting with the analysis of the situation for our strategic marketing plan.
STEP 1: External Analysis
Companies and projects are influenced by many external environmental factors that must be analyzed, to help discover the opportunities and threats presented by the market.
Therefore, we must study the different elements of the market that are not controllable, since it gives us an idea of the framework in which the project will be developed, such as the analysis of the sector, market, and competition.
In this step, the first thing we will have to do is characterize the sector. For example, studying search trends, the popularity you have, shopping habits based on our product or service, etc.
Since I am a marketing consultant, I will study this sector so you can see how you could do it in yours.
In my case, I will use the Google Trends tool for this step, and thus extract the popularity and trends that I was talking about in the digital marketing sector.
This graphic can be seen as a “digital marketing agency” that is much more popular than the terms related to “digital marketing consultant”.
On the other hand, what I would do now is to analyze the consumption habits of digital marketing consulting, either through studies previously carried out in our country or by analyzing it ourselves.
Also, another part of the analysis of the sector could be the study of the macroenvironment through an analysis called PESTL, where we will detail exactly what are the political, economic, sociocultural, technological and legal factors that affect our sector directly.
Following the example, for the consultancy an element of the sector that could affect each of the factors are the following:
Political factors: Aid to young autonomous (as a young consultant). Economic factors: Growth of disposable income. Sociocultural factors: Lifestyle. Technological factors: New communication technologies. Legal factors: LOPD (data protection law).
Now we would have to analyze the competition since they directly affect our activity. And we find two types: indirect competition and direct competition.
The indirect competition in a digital marketing plan will be the people or companies that sell something different from you or your company but targeting the same type of audience.
In my case, it could be a person who is in charge of selling financial plans to the same public like me, companies.
However, the direct competition will be those that sell something very similar to the same audience. For example, a marketing consultant for companies in Valencia.
Doing a study of the competition in your marketing plan is essential, since you can find new opportunities that you had never thought of before, so it is a step that we must analyze very carefully.
My advice is to make a list of your direct and indirect competitors and start seeing what they are doing: what social networks they use, what type of advertising campaigns, analysis of their landing page or sales pages, their products and services, etc.