How to get a successful digital marketing plan? Second Part
In the first installment on the best way to get an online marketing plan towards a short introduction to the topic and explained the first stages of the process. After knowing the initial situation of the company and defining the objectives, it is time to plan and execute the digital marketing plan.
In this post I will talk about the remaining 3 stages, which are those related to the strategy to be followed, the actions to be taken and the measurement of the results. Again, as in the previous article, all the stages are equally important. It will be useless to define in a very exact way the objectives to be achieved, but we can correctly plan the strategy to be followed.
3rd Step Design of strategy and tactics
Once we have set the objectives and goals to achieve, it is time to know how we will achieve our goals. When designing the strategy of an online marketing plan we will have to take into account the economic and human resources that we have. Here are several examples of strategies to follow for different objectives.
Objective 1 (SEO): improve the organic positioning of the web. Increase the number of keywords in which we are positioned in a period of 4 months.
Strategy: creation of a blog within the same web page.
Tactic: make a weekly publication with secondary keywords that are not directly on our website.
- Objective 2 (SEM): reduce the bounce rate of traffic from Google AdWords campaigns by 10%. Limit of 4 months.
- Strategy: optimization of campaigns.
- Tactic: creation of a specific landing page for campaigns. Create a list of negative keywords.
- Objective 3 (RR.SS): increase the notoriety of our brand in social networks. Increase the number of interactions with our followers on Facebook.
- Strategy: improve the quality of Facebook posts.
- Tactic: creation of a publication calendar. Make a study of the public that follows us to know what is most interesting to them.
I am sure that these 3 examples of strategies and tactics to plan in your digital marketing plan will serve to end this stage. I would like to remind you that any online marketing plan must have clear objectives and territory of action (market).
4th Step Actions to take
Our digital marketing plan is already coming to an end, the time has come to define a roadmap. This point can be defined as the summary of the first 3 steps. It’s simple, once we know what objectives we want to achieve, we must get to the point of how we are going to achieve it.
For this, we must define the plan of actions of our online marketing plan. Next I show the content that should contain said plan of actions:
Middle / Channe
If you have successfully completed all the previous steps, the design of the action plan to take will not take you much time. The minimum time for which an action plan is usually planned is 6 months, with 12 months being the most standardized measure.
5th Step Measurement of information
This last step consists of describing and knowing how we are going to make the appropriate measurements of our actions and ROI (return on investment). This may be the most boring part, since it is about analyzing, but it is just as important as the previous ones. It will not be worth to have designed a perfect marketing plan but we can measure the results.
In order to make a great measurement of the information it will be necessary to have clear the KPIs of the company. The KPIs (Key Performance Indicators) are the most important data for the company. Depending on the type of strategy or the type of company you have designed, you will have different indicators. Here are some KPIs that can help you.
- User Pages per session
- Rebound rate
- Number of abandoned carts (e-commerce)
- Medium online ticket (e-commerce)
- SEO strategy
- Number of keywords in first position
- User coming from organic traffic
- Average time on the web Rebound rate
- SEM campaigns
- Rebound rate from paid traffic
- Average CPC
- Number of conversions
Should I plan a digital marketing plan for my company?
It does not matter if you are a small, medium or even a freelance company. Nowadays everyone has a website, so if you want to have a positive and striking presence on the network, you must work it. If you do not have time to develop an online marketing plan, you can always rely on a professional in the field.
I trust that by adding both the volume 1 and the current one, you can achieve, or at least come to understand, the importance of having a digital marketing plan adapted to your company. If you have questions, or need more information about this task, do not hesitate to contact me.
See you in the next article!