Digital Marketing Plans
Just like playing chess you have to plan ahead
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 is a sample list 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 White Space (areas that your competition is not focusing on) and FUD factors (fear uncertainty and doubt). This will help identify KPI’s and a content plan. It will also help capitalize on your strengths while going after your competition’s weaknesses.
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
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.
During the process of identifing demographics, personas, content ideas, a plan gets created. The content created from the plan can be useful for onsite blogs, LinkedIn, and other social platforms. Combine this process with the backlink report and gain new ideas for off-site content. This will assist in off-site SEO.
Review the flow of the visitor. Identify dropoff points and exit pages. Then we need to examine that page to find out why the visitor did not do the call to action. It may even mean that the paid ads are not converting.