Learn what a digital marketing plan is and discover how to create one

We’ve all heard the phrase, “You need a marketing plan.” But do we really know what it is, why we need it, or more importantly, how to create one? Let’s clear up all those doubts right here and now. It’s time to make smart decisions.

What is a marketing plan?

Simply put, it’s a document or presentation that covers key points like:

1. Internal business analysis
2. Competitor analysis
3. Goals you want to achieve
4. Strategy and action plan
5. Metrics
6. Development

But wait, this guide isn’t set in stone. It’s a roadmap that should be evaluated and updated regularly, ideally every 1 or 2 years. Keep in mind that the digital world is constantly changing, so we must adapt and reinvent ourselves based on the results obtained.

Why create a marketing plan?

 

You might be wondering if it’s really worth having a marketing plan for your business. The answer is a resounding yes. Why?

 

 

1. It prevents you from getting lost!

Have you ever tried to complete a puzzle without the picture on the box? Exactly, it’s chaos. A marketing plan is like a GPS; it shows you the path and route to reach your goals, so you don’t end up lost without knowing what to do.

2. It helps you know yourself!

Your business has amazing strengths, but if you don’t recognize them, it’s like having an invisibility cloak and not using it. A good marketing plan identifies your qualities and shows you how to use them to win in the market.

3. Anticipate threats

The market is full of competitors looking to steal your crown. With a marketing plan, you can foresee their moves and prepare your defenses, so you’re always one step ahead.

4. It helps win your audience’s heart

Your customers are like fans at a concert: they want to know what to expect and get excited with each new release. A marketing plan helps you understand them and communicate effectively, so they’re always on the edge of their seats.

It’s not the same to take random actions and hope for good results as it is to have a plan aligned with your goals. Having a direction and a map is always better than navigating aimlessly in the vast digital ocean.

 

How to create a marketing plan?

 

There are many ways to create a marketing plan, some more complex than others. Here’s a basic version that you can adjust according to your business needs and the services you offer.

1. Internal Analysis

The first step is to know yourself well. Thoroughly evaluate the following:

• Your company’s history
• Goals
• Economic and production capacity
• Market
• Target audience: This is crucial, where you assess aspects like demographics, volume, buying behavior, and more.

 

SWOT Analysis

 

Now it’s time to do a SWOT analysis, which is a technique that helps you identify internal and external factors that can affect your business decisions. Here’s a brief example of this crucial step:

Weaknesses: Your weak points where improvement is needed.
Examples:

• Lack of social media presence (it’s like being invisible!)
• Little experience in digital marketing (what’s a hashtag?)

Opportunities: Open doors waiting for you to walk through.
Examples:

• Increasing demand for eco-friendly products (ride that green wave!)
• Social media trends you could leverage (make that TikTok go viral!)

Strengths: All your competitive advantages.
Examples:

• Excellent customer service (your customers love you more than their morning coffee!)
• High-quality products (your products are so good they could win awards!)

Threats: Obstacles you need to be aware of to avoid tripping over them.
Examples:

• Fierce competition (you’re not the only one fighting for attention!)
• Market regulation changes (surprise, the government introduced a new law!)

With this first step clear in your marketing plan, you’re ready to move forward.

2. Analyze your competition

 

Knowing your direct or indirect competition makes all the difference. Learning what other businesses are doing well and what could be improved is always a good strategy. Key questions to ask yourself include:

• What sector are they in?
• Who are their customers, and how do they attract them?
• What are their prices?
• What goals do they have, and what marketing strategies do they use?
• What are their marketing campaigns like?
• How is their customer service and loyalty programs?
• What are their strengths and weaknesses?

3. Define your target audience

You must clearly understand that your target audience is a group of consumers with specific characteristics, and it is to them that your marketing plan strategies will be directed. Defining your target audience involves identifying the specific group of consumers who are most likely to be interested in your products or services. To do this, you should consider demographic, psychographic, and behavioral data to create a clear representation of the group of people you aim to attract.

 

Formulating this definition has multiple reasons and advantages, such as maximizing the impact of your business, optimizing the efficiency of your marketing resources, saving time and money, and identifying market opportunities that could lead to the development of new products or services that meet your customers’ needs. Some tools that can help you better target your audience include:

 

1. Google Analytics: It’s like your private online detective. It provides detailed data on who is visiting your website, where they’re coming from, which pages interest them, and much more.
2. Facebook Insights: If you use Facebook for your business, this tool is essential. It gives you a detailed view of who your followers are, including their age, gender, location, and online behavior.
3. Google Trends: This tool shows you what people are searching for on Google. You can compare search terms and see how they’ve changed over time, helping you understand what interests your audience.
4. Surveys (Google Forms): Surveys and questionnaires are direct ways to ask your audience what they like, what they need, and how you can improve. Google Forms is an easy-to-use tool for creating these surveys.

 

 

4. Set your objectives

This point is a key pillar in your marketing plan, as it clarifies your goals. Setting them is straightforward: ideally, you should meet with company leadership to confirm what you aim to achieve within six months to a year. For example:

• Increase in online customers
• Securing new clients
• Increase in brand recognition

These objectives should be closely aligned with the focus and purpose of your business. With this clarity, you can solidify the pillars of your marketing strategy, helping you avoid misdirected investments and ensuring you achieve your goals. Some specific objectives, based on the previous goals, could be:

• Increase website traffic by 30%
• Generate 500 leads within two months
• Grow social media followers by 20%

Once the objectives are set, it’s a good idea to review them again with the leadership team to ensure everyone is on the same page.

5. Develop a strategy

 

With all the knowledge you’ve gathered so far, it’s time to lay out your strategy. There are several types, so it’s important to be clear on which decision to make and which one you believe will help you achieve your objectives. Some of these strategies include:

 

Digital Marketing Strategies

• SEO (Search Engine Optimization): Optimizing content to appear in top search engine results.
• Content Marketing: Creating and distributing valuable content to attract and retain a clearly defined audience.
• Social Media Marketing: Using social media platforms to promote products or services and build a community of followers.
• Paid Advertising (PPC): Online advertising where you pay for each click on an ad.
• Email Marketing: Sending emails to a contact list to promote products, services, or content.

Traditional Marketing Strategies

 

• Mass Media Advertising: Using television, radio, newspapers, and magazines to reach a wide audience.
• Direct Marketing: Sending promotional materials directly to consumers via postal mail, telemarketing, or personal sales.
• Sales Promotions: Offering short-term incentives like discounts, coupons, and contests to boost sales.
• Public Relations (PR): Managing the company’s image and communication with the public through media outlets and events.

Whatever strategy you choose should align with your set objectives. Remember, each strategy involves specific tasks that must be clearly defined and include a measurable performance indicator, also known as a KPI.

 

6. Define your metrics

 

Every action or campaign you choose to execute must be measurable. Why? Because it’s the safest way to determine whether it’s delivering good results or not. Below are some examples of KPIs based on the objectives mentioned earlier in point 4, to give you a clearer idea:

 

Increase Website Traffic by 30%

 

• Total Website Visits: Measures overall traffic to the site.
• Web Traffic Growth Rate: Compares current traffic with the previous period to verify the 30% increase.
• Bounce Rate: Percentage of visitors who leave the site after viewing only one page.
• Traffic Source: Breakdown of web traffic by source (organic, paid, social media, referral, direct, etc.).

 

Generate 500 Leads in 2 Months

 

• Total Leads Generated: The total number of new contacts obtained.
• Visitor-to-Lead Conversion Rate: The percentage of website visitors who become leads.
• Campaign Conversion Rate: Effectiveness of different marketing campaigns in generating leads.
• Cost Per Lead (CPL): The average cost to acquire a lead.

 

Increase Social Media Followers by 20%

 

• Total Followers: The number of followers on each social media platform.
• Follower Growth Rate: Percentage increase in followers compared to the previous period.
• Engagement: Total number of interactions (likes, comments, shares) on posts.
• Engagement Rate: The percentage of followers interacting with your content.

 

7. Implementation and updates

 

Now it’s time to select your team and organize their roles according to the campaigns you will launch. Remember to conduct a review every 3 months to assess how close or far you are from your objectives and to make adjustments based on the results.