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Digital Marketing Planning

Digital Marketing Planning: A Complete Guide

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Digital marketing planning helps you to reduce advertising costs upto 30%. We have to decide which marketing strategy best suited for your business. I’m not a 50 year experience digital asset manager or rocket science expert, this my own view on marketing planning.

Potent online marketing strategy not only increases conversion rate but also helps to monitor your customer activity. Here, we are sharing A-Z marketing plan strategy for any business which would make your better marketing leader.

Digital Marketing Plan:

20% to 40% of businesses waste their marketing efforts because of a marketing plan. This is only marketing strategy on internet that includes all segments of online marketing. This marketing plan originally developed by Webarana SEO company, and other definitions in the section have been taken from respective resources. Hope that would be beneficial for you and your business.

In this article we have discussed about following strategies.

  • Business & Marketing Goals
  • Targeted Audience
  • Competitor Analysis
  • Online Marketing Resources

1. Goals –

Business goals are short or long term milestones. You need to specify your business goal.

According to Wikipedia,

goal is an idea of the future or desired result that a person or a group of people envision, plan and commit to achieving. People endeavour to reach goals within a finite time by setting deadlines.

Example of business goals: Sales, Lead, Subscription, Web Traffic, App Download, Branding, Reach, etc.

*Without a specific goals business cannot get relevant ROI.

*Right business goal make sure for better marketing plan.

*it help to reduce marketing costs and effort.

2. Target Market or Audience–

A target market is a group of consumers or organizations most likely to buy a company’s products or services. Because those buyers are likely to want or need a company’s offerings, it makes the most sense for the company to focus its marketing efforts on reaching them. Marketing to these buyers is the most effective and efficient approach. The alternative – marketing to everyone – is inefficient and expensive.

There are some assets given below thats help you to find your target market.

2.1 Geography –Decide market region where you want to target. Such as Asia, Americas, Europe, Africa and Oceania.

2.2 Industries: Choose right industries for business

Example:

  • Agriculture and allied industries
  • Automobiles
  • Auto components
  • Aviation
  • Banking
  • Cement
  • Consumer durables
  • Ecommerce
  • Education and training
  • Engineering and capital goods
  • Financial services
  • FMCG
  • Gems and jewellery
  • Healthcare
  • Infrastructure
  • Insurance
  • IT & ITES
  • Manufacturing
  • Media and entertainment
  • Metals and mining
  • Oil and gas
  • Pharmaceuticals
  • Ports
  • Power
  • Railways
  • Real estate
  • Renewable energy
  • Retail
  • Roads
  • Science and technology
  • Services
  • Steel
  • Telecommunications
  • Textiles
  • Tourism and hospitality

2.3 Size of Business – Choose which business size suite well for your goal. Some attributes are given below, helps you

  • CMM Level
  • Annual Sales
  • Total Assets
  • Number of Employee

2.4 Buyer Persona – Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.

  • Persona Name
  • Job, Career Path, Family
  • Demographic (Gender, Age, Income, Location)
  • Demeanour and Communication preferences
  • Business Problem

Download Buyer persona documentation by Hubspot>>

3. Competitor Analysis-

A competitive analysis is a critical part of your company marketing plan. With this evaluation, you can establish what makes your product or service unique–and therefore what attributes you play up in order to attract your target market.

  • Pick the right competitors to analyze
  • Know which aspects of your competitors’ business are worth analyzing
  • Know where to look for the data
  • Understand how you can use the insights to improve your own business.

A common technique is to create detailed profiles on each of the major competitors. These profiles give an in-depth description of the competitor’s background, finances, products, markets, facilities, personnel, and strategies. This involves: (Source: Wikipedia)

Background

  • location of offices, plants, and online presences
  • history – key personalities, dates, events, and trends
  • ownership, corporate governance, and organizational structure

Financials

  • various financial ratios, liquidity, and cash flow
  • profit growth profile; method of growth (organic or acquisitive)

Products

  • products offered, depth and breadth of product line, and product portfolio balance
  • new products developed, new product success rate, and R&D strengths
  • brands, strength of brand portfolio, brand loyalty and brand awareness
  • patents and licenses
  • quality control conformance

Marketing

  • segments served, market shares, customer base, growth rate, and customer loyalty
  • promotional mix, promotional budgets, advertising themes, ad agency used, sales force success rate, online promotional strategy
  • distribution channels used (direct & indirect), exclusivity agreements, alliances, and geographical coverage
  • pricing, discounts, and allowances

Facilities

  • plant capacity, capacity utilization rate, age of plant, plant efficiency, capital investment
  • location, shipping logistics, and product mix by plant

Personnel

  • number of employees, key employees, and skill sets
  • strength of management, and management style
  • compensation, benefits, and employee morale & retention rates

Corporate and marketing strategies

  • objectives, mission statement, growth plans, acquisitions, and divestitures
  • marketing strategies

4. Marketing Source –

Marketing source helps business to reach their target market or audience. Some of popular digital marketing strategies are.

4.1 Search Engine Optimization – Free or Organic marketing technique.

Search engine optimization is a “organic” or “natural” way to optimize webpages on search engines like Google, Bing, Yahoo, DuckduckGo. SEO is a free and mostly used by bloggers and SEO professionals. Here, we are sharing some great SEO tips that will be increased website organic traffic.

4.1.1 On Page SEO

On page SEO makes sure your website is properly arranged and, also most important technique for achieving higher search ranking. A website has many SEO aspect that need to optimize and on page is rank 1st in all of them.

Here some important on page SEO factors are given below

  • Keyword Research
  • Content(Blog, Case study, Research, Whitepaper) Writing & Optimization
  • Title, Heading & Meta Tag Optimization
  • Internal Link Structure
  • Canonicalization
  • URL Structure
  • Image optimization
  • Sitemap

4.1.2 Off Page SEO

Off page SEO is a process to optimize website through other internet resources and techniques. Optimizing off site involves improving search engine ranking and brand recognition, relevance for your site.

  • Link Reclamation
  • Local Citation
  • Newsjacking
  • Content Outreach
  • Infographic Promotion
  • Resource Pages
  • Brand mentions
  • PR Strategy
  • Guest Post
  • Video Submission
  • Reviews & Testimonials

4.1.3 Technical SEO

Technical SEO part’s of on page SEO and it helps to improve technical aspect of website or Technical SEO refers to the process of optimizing your website for the crawling and indexing phase. With technical SEO, you can help search engines access, crawl, interpret and index your website without any problems.

  • Robots.txt
  • Schema Structure
  • Web page load speed
  • Mobile Friendly
  • UI Experience
  • HTTPS Status Code

4.2 Search Engine Marketing – Paid Marketing technique

SEM, is one of the most effective ways to grow your business in an increasingly competitive marketplace.

Search engine marketing is now internet’s most valuable asset therefore every small or fortune 500 company focus on it. It help businesses to achieving their business goals.

4.2.1 Google Ads (AdWords)

Google Ads AKA Google AdWords is a online advertising platform offers businesses to advertise their product, services, online internet.

SMBs That Advertise Online Reach 23% More Customers Than Those Who Don’t. Utilise Google Ads To Improve Your Marketing Effort.

These are the basic steps to setup an advertising campaign through Google Ads.

4.2.1.1 Goals:

Using a goal eases your decision-making when you create a campaign in Google Ads by guiding you to the specific features designed to help your campaign succeed. When you create a campaign, you can select a goal. The goal you select should align with the main thing you want to get from your campaign, for example, Sales or Website traffic. After selecting a goal, you’ll see relevant, recommended features and settings to help you attain the results that matter most to your business.

This article explains how goals work and defines what each goal can do to help improve the performance of your campaigns.

Note: When creating a Google Ads campaign, some users may be asked to select their campaign goals before the campaign type.

How goals work?

When you create a campaign, select a goal that corresponds to the main thing you want your campaign to achieve for your business.

For example, if after viewing your ads you want people to visit your website, you can select the “Website traffic” goal. As you set up your campaign after selecting this goal, you’ll see recommended features and settings that can help generate visits to your website.

You can add or remove a goal at any time and, if you want, choose to not use a goal and create your campaign without seeing a goal’s recommendations. To see more information about each goal type and some of the highlighted features each goal recommends, simply place your cursor over a goal.

After you select campaign goals, you can select the type of campaign you’d like to run, which determines where customers see your ads, as well as the settings and options available to you. Once you specify a campaign type, you go on to select the networks in which you’d like your ads to appear.

There are 6 primary types of goals in Google Ads.

  1. Sales
  2. Lead
  3. Website Traffic
  4. Product & Brand Consideration
  5. Brand Awareness Read
  6. App Promotion

4.2.1.2 Campaign Type:

A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings. Campaigns are often used to organize categories of products or services that you offer.

  • Your Google Ads account can have one or many ad campaigns running.
  • Each campaign consists of one or more ad groups.
  • Settings that you can set at the campaign level include budget, language, location, distribution for the Google Network, and more.
  • You can create separate ad campaigns to run ads in different locations or using different budgets.
  • Search
  • Display
  • Video
  • Shopping
  • Smart

4.2.1.3 Bidding Strategies

Google Ads offers several bid strategies that are tailored to different types of campaigns. Depending on which networks your campaign is targeting, and whether you want to focus on getting clicksimpressionsconversions, or views you can determine which strategy is best for you. In this article, we’ll describe how to use your advertising goals to choose your bid strategy.

  • CPC
  • CPM
  • vCPM
  • CPV
  • CPA
  • ROAS
  • ECPC

*Some other search engine marketing platforms – Bing Ads, Yahoo Advertising, DuckDuckGo

4.3 Social Media Marketing –

Social media marketing is the use of social media platforms (Facebook, Linkedin, Instagram, Snapchat, TikTok, Twitter) to connect with your audience to build your brand, increase sales, and drive website traffic and increase app installation.

Social Media Stats:

  • 78% of salespeople using social media perform better than their peers. (Screwpile Communications)
  • 98% of sales reps with 5000+ LinkedIn connections meet or surpass sales quotas. (The Sales Benchmark Index)
  • The outbound selling strategy of cold calling only has a 2.5% success rate. (Keller Research Center)
  • Thanks to implementing a social selling program, IBM boosted sales by 400%. (IBM)
  • There are 1.5 billion social media users across the globe. (McKinsey and Company)
  • 77% of B2B purchasers won’t speak to a salesperson until they’ve done their own research. (Corporate Executive Board)
  • 55% of buyers do research via social media. (IBM)
  • Only 7% of respondents said that social selling was a priority for their sales organization. (HubSpot)
  • By the time a salesperson gets involved, up to 90% of the sales process could be completed by social selling. (Forrester)
  • 87% of B2B buyers have a favorable impression of a salesperson if they were introduced to them through someone in their professional network. (LinkedIn)
  • 84% of executives use contacts and info from social networks as part of their purchase process. (IDC)
  • 31% of B2B professionals sat that social selling allowed them to build deeper relationships with their clients. (SuperOffice)
  • The average LinkedIn user spends 17 minutes on the site per month.
  • As of January 2018, the age group with the most Instagram users worldwide is 18-24, followed by 25-34-year-olds.
  • Instagram’s user count is growing close to 5% per quarter.

4.3.1 Facebook

Facebook is world’s most popular social media platform with over 1.5B active users. Ads Manager is your starting point for running ads on Facebook, Instagram, Messenger or Audience Network. It’s an all-in-one tool for creating ads, managing when and where they’ll run and tracking how well your campaigns are performing. Ads Manager is a powerful ad management tool, but it’s designed for advertisers of any experience level.

4.3.1.2 Setup a Page

  • Create a Facebook Page
  • Add photos
  • Add a short description
  • Create a username for your Page
  • Add your Page to Shortcuts
  • Set up Page roles
  • Customize your notifications
  • Add a Page CTA
  • Organize your Page tabs
  • Verify your Page

4.3.1.3 Choose an objective

  • Brand awareness
  • Reach
  • App Installs
  • Traffic
  • Lead Generation
  • Messages
  • Engagement
  • Video Views

4.3.1.4 Choose an audience

  • Core Audiences – Audience based on criteria such as age, interests, geography and more.
  • Custom Audiences – Get back in touch with people who have engaged with your business, online or off.
  • Lookalike Audiences – Reach new people whose interests are similar to those of your best customers.

4.3.1.4 Choose a format

  • Photo ads
  • Video ads
  • Stories Ads
  • Messenger ads
  • Carousel ads
  • Slideshow ads
  • Collection ads
  • Playable ads

4.3.2 Instagram

* You must have FB page to run Instagram Ads.

4.3.2.1 Setup Business Profile

  • Go to your profile and tap in the upper right corner.
  • Tap Settings.
  • Tap Account.
  • Tap Switch to Professional Account.
  • Tap Business.
  • Connect your professional account to a Facebook Page associated with your business. This step is optional.
  • Add details, like your business category and contact information.
  • Tap Done.

4.3.2.2 Choose Audience

4.3.2.3 Choose ads format

  • Photo ads
  • Video ads
  • Stories Ads
  • Carousel ads

4.3.3 Snapchat

Snapchat has become known for representing a new, mobile-first direction for social media, and places significant emphasis on users interacting with virtual stickers and augmented reality objects. As of October 2019, Snapchat has 210 million daily active users

4.3.3.1 Log in to Ads Manager.

4.3.3.2 Select an Ad Account from the dropdown in the top right corner. 

  • Instant
  • Advance

4.3.3.3 Choose an objective

  • Awareness
  • App Installs
  • Drive Traffic to Website
  • Drive Traffic to App
  • Engagement
  • Video Views
  • Lead Generation
  • Website Conversions
  • Catalog Sales

4.3.3.4 Choose an audience

Predefined Audiences: Audiences that have been built and packaged using Snapchat and third-party data, allowing you to reach people based on their online and real world interests and behaviours.

Additionally, you’ll have the option to allow Snap to expand your audience automatically. When creating a campaign, you can click the checkbox in the ‘Audiences’ portion to automatically expand your targeting beyond the Snapchat lifestyle categories you have selected.

Custom Audiences: Audiences you have created via Snap Audience Match (CRM lists), Snap Engagement Audiences, and Lookalikes.

4.3.3.5 Ads Format

  • Snap Ads
  • Filters
  • Lenses
  • Story Ads
  • Product Ads
  • Commercials

4.3.4 LinkedIn

Are you a demand generation marketer focused on leads? A brand marketer looking to raise awareness?

A little bit of both?

LinkedIn’s suite of marketing solutions is here to help. We can connect your brand with the world’s largest audience of active, influential professionals.

A. Set Up Business Account

Get started by signing in to Campaign Manager.  If you don’t have an account, you can create one in minutes.

Campaign Manager is where you will manage and optimize your advertising on LinkedIn. It includes several features designed to help you meet your advertising goals:

  • Dynamic visual reporting that recalculates and displays only the data that matches your search and filter settings.
  • A detailed breakout of the actions your Sponsored Content campaigns generate, including Clicks, Likes, Shares, Comments, and Follows.
  • A detailed view of the demographic categories of LinkedIn members who click on your ads, available at the account, campaign, and creative level.

B. Setup Campaign

Campaign Manager is LinkedIn’s all-in-one advertising platform. You’ll be able to set up ad accounts, run campaigns, and control your budget. All you need is a LinkedIn account to get started.

B.1 Objective Selection

Whether you’re focused on lead generation or brand awareness, selecting your objective is the first step to help us streamline and customize your campaign creation.

  • Awareness
  • Job Applications        
  • Drive Traffic to Website
  • Engagement
  • Video Views
  • Lead Generation
  • Website Conversions
  • Brand Awareness

    B.2 Audience:

  • Linkedin Connect or Profile based Audience
  • Location
  • Language, Interest, Demographic

B.3 Ad Format

Once you’ve selected an objective, you’ll be guided to build an audience, set a budget, and upload an ad creative. The final steps are to set up your payment details and launch your campaign!

  • Single Image Ads
  • Carousel Ads
  • Video Ads
  • Text Ads
  • Spotlight Ads
  • Follower Ads

4.3.5 YouTube

*YouTube Ads creates via Google Ads platform

4.3.6 Twitter

A. Objective:

  • Awareness
  • Tweet Engagement
  • Followers
  • Website Clicks
  • App Installs
  • Video Views
  • In-Stream Video views
  • App re-engagement

B. Setup Campaign

C. Setup Ad Group

D. Choose Audience

C. Choose Creatives (based on your objective)

4.3.7 TikTok

TikTok is the destination for short-form mobile videos. Our mission is to capture and present the world’s creativity, knowledge, and precious life moments.

,It is available in over 150 markets and in 75 languages. In February 2019, TikTok, together with Douyin, hit one billion downloads globally, excluding Android installs in China. In 2019, TikTok was announced to be the 7th most downloaded mobile app of the decade, from 2016 to 2019.

A. Setup TikTok Ads Account (Need to approval)

B. Create Campaign & Setup Objective

In the TikTok Ads dashboard, click the Campaign tab at the top of the page and then click the Create button and choose anyone objective given below.

  1. Traffic
  2. App Install
  3. Conversions

B.2 Create Ad Group

One of the most useful features of the TikTok Ads dashboard is that it lets you select the exact platforms you’d like to run your ads on. These include not only TikTok but also its entire family of apps like Vigo Video (India only), BuzzVideo, News Republic, and others.

There’s also an option for automatic placements, where TikTok determines where your ad would perform best and places it there.

Select ads type:

  • Brand Takeovers Ads
  • In-Feed Ads
  • Hashtag Challenges

Content Marketing:

Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses in order to:

  • Attract attention and generate leads
  • Expand their customer base
  • Generate or increase online sales
  • Increase brand awareness or credibility
  • Engage an online community of users

Content marketing attracts prospects and transforms prospects into customers by creating and sharing valuable free content. Content marketing helps companies create sustainable brand loyalty, provides valuable information to consumers, and creates a willingness to purchase products from the company in the future. This relatively new form of marketing does not involve direct sales. Instead, it builds trust and rapport with the audience.

There are following ways to create and promote your content.

  • Blog Posts
  • Ebooks
  • Case Studies
  • Templates
  • Infographics
  • Videos
  • Podcasts
  • Social Media

This is first part of our Marketing Machine Chapter. Next will be coming soon. Stay tuned. We Build Communication Strategies To Drive Brand Advocacy. Performance Marketing. Etail Optimization. Listening & Insights. Digital Listening.

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