Digital Marketing Plans
If you want to win at chess you have to plan ahead. The same goes for your business.
Your plan is unique to your business. Your business has its strengths and weakness, and so does your competition. By examining your current situation as well as your competitors, a digital marketing plan gets created.
Other factors that will influence your plan is your current status. For example, some websites may be ready to market others may need a structure or content change.
Below are a few samples of what goes into a plan. Remember, everyone’s business is at different levels or stages.
Strengths and weaknesses of your company and the competition
What are your strengths? What is the weakness of the competition?
Finding areas that your competition is not focusing on (the white space) will help you gain more market share. This can be search terms that your competition is not capitalizing on, focusing your SEO and content efforts to rich a greater ROI. Identifying areas on the web where your target market is but your competitors are not, increasing market penetration. Capitalizing on fear uncertainty and doubt (FUD factors), resulting in an increase of inbound leads and sales.
How do you rate against your competition in the SERP’s.
Where are the keyword gaps you can take advantage of in the search engines.
What is the difficulty rating for those keyword phrases.
Examine possible obstacles
The EU General Data Protection Regulation
Quill and Wayfair laws
New CEO with different ideas appointed
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Receive a list of your competitor’s backlinks. See their traffic sources. This will identify new opportunities to gain market share while assiting with SEO. Backlinking is a very touchy project. Getting the wrong backlinks or using a link farm can give your website penalties. To see if you currently have any penalties, check your Google Console.
The buyer’s journey
The digital marketing plan will show you what questions your target market is searching for. Your prospect doesn’t know you can help them yet. They just know they have a problem or concern they need help with, and you can help them. The content plan that matches your prospects questions and concerns. Now you can get in front of the prospect as the expert. These are called touchpoints. A prospect needs to touch you between 6 and 10 times before they buy.
Different personas will have a different journey or set of questions and concerns. Are you answering those? Are you the expert.
Example; You sell purses to women between the age of 25 and 60 years old. I have talked with women that are 25 and also 60. Do they talk the same? No! Do they have different buying patterns? Yes! And the even buy on different platforms online. So why do you have only one message and expect to attract all the personas and target markets? People use different terms. For instants; some people say drapes and some use the word curtain. They even add the room they need the curtain for. Such as kitchen curtain. This results in different content and keywords for SEO. One size doesn’t fit all.
Are you watching the trend of the keywords phrases you are targeting? Trends change with time and generations. Keyword trends are helpful when putting together a paid campaign.
Competitors paid ads
Do you know what keyword phrases and PPC ads your competitor is running? How much are they soending, and what kind of traffic these campaigns are producing?
This information needs to be in your digital marketing plan.