What goes into a digital marketing plan?

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Today, all marketing plans include a digital strategy. Some of these marketing plans are only digital. This is as marketing goals typically focus on how it is possible for the business to touch more potential clients, keep existing customers as well as increase sales.

In this IoT world, your customers are all online and hanging out on social media. It’s an inescapable fact that digital marketing has turned out to be one of the most effectual ways to communicate. This is because you can connect with your customers on the channels that they prefer.

However, the wide range of digital marketing choices can make it overwhelming. This makes it extremely difficult to know where to put your focus. Organisations that want to differentiate themselves in the market comprehend that effectively reaching, as well as engaging, with potential clients is at the top of their agenda.

This plethora of choices in the world of digital marketing means it is necessary to use creative ways to connect with the correct people in the correct place as well as delivering a compelling message that assists them with deciding if a product might respond to their needs.

What is understood by a digital marketing plan?

A ‘digital marketing plan’ looks at what you want to achieve within a given time frame. This is so that you can meet a set of business goals. When creating a digital marketing plan, it is important to remember that marketing is still about sharing the benefits of your product or service in a manner that resonates with customers. So your plan should focus on the digital marketing tactics that will help your company engage your target audience with a cohesive experience.

Here are the essential items that need to be in your digital marketing plan.


A website is undoubtedly the most critical component of your digital marketing. Owning a website means that your leads can find you online and discover more about your products or services. However, there are some vital factors that must be looked at:

  • The site must be user-friendly and responsive.
  • The design of your site must be clean, professional as well as easy to navigate.

Search Engine Optimisation (SEO)

Most of your customers will look for products and services by making use of search engines. If your website isn’t optimised for SEO you probably won’t display within the first three pages of the Search Engine Results Pages (SERPs). Seventy five percent of Internet users never scroll past the first page of search results. This means that if your site isn’t SEO optimised you’re losing clients.

Paid Ads

SEO takes up a lot of time. It necessitates a bit of patience before it is possible to see results. The best way to show up  immediately on the first or second page of the SERPs is through paid ads. Google Ads permits you to target particular keywords or key phrases as well as to promote to those users who are searching for these terms.

Social Media

Social media is a successful way to:

  • Build a presence online,
  • Engage your leads in addition to your customers, as well as
  • Listen to what your customers are telling you.

Social media allows you, in real time, to learn what you can improve in your service as well as product offerings in addition to your overall business practices.


High-quality content is indispensable in an effective digital marketing strategy. You can increase brand awareness by posting:

  • Blog posts on your website,
  • Videos or photos on social media.

Help to direct prospects back to your site where you can seal the deal on a landing page. Posting news, optimised content regularly can assist you to increase the traffic to your site and can benefit your website’s position  on search engines.

Email Marketing

Email marketing is a fabulous way to keep in touch with customers. This type of marketing is also a great way to give customers an in-depth account of your products as well as services. It’s also an excellent way of marketing specials and receiving customer feedback. Email marketing can turn a prospect into a sale and a sale into a loyal customer.


Analytics is, undoubtedly, one of the best assets in digital marketing. It will allow you to quantify your marketing efforts as well as track its success (or lack-thereof). It is possible to analyse the efficacy of a campaign as well as make adjustments or changes based on the data. All digital marketing channels have analytics that you can use to help you to market more effectively.

How to structure a digital marketing plan

Assess the Situation Your Company is in Currently

Before performing any forward planning, know what your current situation is. Evaluating your current position will reveal the insights that will help guide your approach to digital marketing.

A SWOT analysis is a superb way to do this

‘S.W.O.T’ stands for Strengths, Weaknesses, Opportunities as well as Threats. It shows what’s both in and out of your control.

Determine What You Want to Achieve

Once you’ve determined your SWOTs, start laying out a plan that will help you to exploit opportunities, do away with threats, minimise the weaknesses as well as capitalise on your company’s strengths.

A SMART action plan is an excellent guide for your plan

If you’re unfamiliar, SMART stands for:

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Timely

Making use of this guide will help you to remain focused on what you need to accomplish to succeed. It’s a step-by-step approach that helps to establish the effectiveness of your plan.

Be In Touch With Your Audience

It’s likely that you already have a  good idea of the make-up of your audience. Spend a bit more of your time on this activity and to precisely define who they are.

The more carefully you determine who your audience is, the better you can market to them. The more specifically you can distinguish them, the easier it becomes to target them.

Establish Your Position

Now that you know exactly who your audience is, take the time to develop your brand carefully. Make seen as an expert as well as a thought leader on what it is they’re looking for so that they turn to you when they have a want or need.

Determine what channels you’re going to use to reach your audience. Meet your audience where they are. But it can be more detrimental to try and force yourself into a space that doesn’t come easily to you.

An example of this is how you use social media. It may feel like you should be present on all the major platforms. However, it’s more effective to focus on just the one or two you’re most comfortable on. Audiences know when something is not authentic. If your presence is unnatural, they’ll notice and will be mistrustful of you.

Get in touch with the Digital School of Marketing

To learn more about digital marketing, check out the Digital School of Marketing’s Digital Marketing Course.

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