Carrying out Digital Marketing may seem complicated, but it is necessary to understand how to create and maintain a digital marketing plan to help your business grow and succeed.
Whether you have a business that offers products or services, it is important to have and maintain a good online presence. This is because there are more and more people using the internet, looking for good opportunities to purchase products online.
One of the best ways to take advantage of this trend is by turning these users and online buyers into leads and, for this, the development of a digital marketing plan is essential .
This practice has advanced a lot over the years, which has made it more difficult and confusing for some companies to understand the best practices to carry out to develop a plan that works for their company and achieves results.
But, there are several methods you can put into practice to help manage your customers, generate leads, and monitor the most important trends through your digital marketing plan.
Here are 5 tips:
1. Carry out a SWOT analysis;
2. Create SMART objectives;
3. Identify your target audience;
4. Discover the paths to follow;
5. Develop a budget for your plan.
1. Do a SWOT analysis
Carrying out a SWOT analysis is one of the best ways to start your plan , as it allows you to get a better idea of how your business is doing and what your position is in the market.
The acronym “SWOT” stands for:
– Weaknesses / Weaknesses;
Strengths and weaknesses refer to the internal analysis of your company, that is, what the company is doing that it can and should maintain and what should change in its strategy.
Opportunities and threats correspond to external analysis, that is, they concern external factors that the company can take advantage of or must be careful with, respectively.
Analyzing each of these points individually:
Identify where your strengths lie
Ask: What is my company good at? Does my company already have a loyal customer base? How does my company positively differentiate itself from the competition?
After understanding your strengths, you will understand how you differentiate yourself and are better than your competition : technology, more experience, convenience, availability, loyal customer base, etc. These are just a few examples of strengths that your company may have.
Although it is a bit complicated and laborious, there is potential for your business to organize and operate successfully with the help of certain tactics, techniques, programs, outside help, an effective digital marketing plan, etc.
Identify your company's weaknesses
Maybe a little more complicated and complex, but if you can identify your company's weaknesses, you can prioritize improving them, which will make it easier for you to achieve success.
According to Forbes magazine, some of the most common challenges companies face are:
– Create a digital marketing plan suited to modern social media trends;
– Website and cybersecurity within it;
– Change the way you operate, for example, create or modify your presence and digital strategy.
Identifying your weaknesses can be difficult, but:
better understand what you might be doing wrong and why and what you can do to become better and create effective solutions to reduce your company's weaknesses.
Be aware of the opportunities that appear to you
In other words, consider what opportunities outside your business may arise. This includes thinking about your employees, partnerships, customer base, market, among others, to find new opportunities external to your company .
For example: your customers start to buy or need your product or service more than expected.
Even though it's a good opportunity , if you don't know how or can sell to so many customers at the same time, you'll let it slip away and what was once an opportunity becomes a threat .
You must keep in mind new strategies and external factors that allow you to improve your business and boost your sales.
Also be aware of the threats your business faces
Ask: What's going on? Do your customers not choose you because there is a company that offers lower prices? Is there a company that has a more effective online or physical than yours?
Problems with your digital strategy and communication hinder your ability to sell products or services, even if there are customers willing to buy them.
You must consider these and other issues relating to external factors when formulating the objectives, strategies and tactics to be followed in conjunction with your digital marketing plan.
2. Create SMART goals
Specific / Specific – Divide your goals into short-term and long-term goals. Additionally, define a goal as specifically as possible.
Example: “Reach 10 more customers by the end of the month” instead of “Increase the number of customers”.
Measurable – Your objectives must be possible to measure through metrics (such as KPI's and others relevant to the objectives below) and data analysis.
Attainable – They must be attainable and realistic taking into account the available resources, time and budget. “Don’t take a step bigger than your leg.”
Relevant - The objectives to be defined must be in accordance with your company's global strategy and main objectives.
Time-bound / Temporal – Establish a deadline to achieve your goals (both short and long-term).
When creating your digital marketing plan, make sure you outline short and long-term goals.
An example of a short-term goal would be: “I will have 40 more sales by the end of next week.”
Long-term goals are set for a more distant date, for example 1 year from now or several years from now.
Examples: I want to make my company appear in a good place in Google rankings by the end of next year, through SEO.
I intend to expand my target audience and make young adults and children account for 35% or more of this audience by 2025.
Setting these goals will increase your employees' morale, keep your company on track and help define a vision and a good digital marketing plan for your company.
3. Identify your target audience
Without a well-defined target audience, it is much more difficult for your digital strategy to work as intended.
Ask: Who is my business and my products or services for?
Segment your customers based on data such as: age, gender, location, interests, social status, values, purchasing habits, among other demographic, geographic, psychographic and behavioral factors.
Create a “buyer persona” , a kind of model that you can use to create your content and communication in the best way and for the right audience. It is often necessary to have more than one “buyer persona”.
Put yourself in the customer’s shoes and ask: “What makes me choose this company over another?”
Whatever your target audience, it is extremely important that you focus on building and continually improving your digital channels in order to satisfy your customers or potential customers.
Statistics show that 50% of consumers will not return to your website if they do not like what they see (content, optimization, design, etc.).
4. Discover the paths to follow in your digital marketing strategy
There are several ways to increase your sales and traffic to your website.
Some examples include:
- Social media
Companies say social media has helped increase traffic by up to 75%.
Currently, digital marketing on social media is quite economical, effective and efficient. Try to take advantage of the benefits of creating content for social media.
– Pay-Per-Click (PPC)
Pay-per-click advertising is a more traditional form of advertising that brings traffic to your website, but you will have to pay advertisers for the number of clicks you get on your site.
This form of advertising is more intrusive and harder to generate traffic to your website in the long-term (although good for short-term results ), unlike content marketing.
- IF THE
SEO or “Search Engine Optimization” is one of the best ways to increase your online traffic.
By optimizing your website for SEO and creating useful content, search engines such as Google will place your website in a better position and recommend it to more users according to what they are looking for.
This will generate more traffic to your website and probably increase your leads and sales.
Traffic to your website will continue permanently as long as you continue to maintain good SEO practices.
5. Develop a budget for your plan
Depending on your budget, you can choose to implement some, all, or even other digital marketing strategies not mentioned, to carry out your plan.
Once you establish a budget, you begin to understand and acquire what you need to better implement your plan and achieve your goals. We recommend:
– Use external help not only to improve your understanding of digital marketing, but also to leave content creation in the hands of more experienced experts and save time for other tasks.
– Invest in the creation of digital content .
– Invest some time to train your teams to be increasingly competent in digital marketing.
– Hire digital agencies to help your company in all these aspects.
Creating a digital marketing plan may seem like something new, but it is extremely necessary to increase revenue and ensure the success of your business.
Hopefully, using these 5 tips you will be able to improve your company and be closer to achieving success in the digital environment.
If you want a professional team to help you improve your digital marketing strategy or plan, contact Mixlife .