Internet offers businesses, whether they are big or small, hundreds of opportunities and benefits to promote their brand, product and/or services online. Today, if a company is not on the net, it may as well be nonexistent. But, what steps to we have to take for our business to be on the net?
There are two very different cases. The first of these would be that the business creates a web page, has a Facebook profile or advertises with Google because their rival companies do this and they do not want to be less than them. And the second would be that the business analyses their situation, lays out objectives and develops a strategy around these objectives, without focusing their attention on how the rival businesses work. As you can see, both routes are clear and very different, but, which is the right route to take? The answer is the second one.
So, if a business want to develop a Digital Marketing Plan correctly and simply, they should follow these steps:
Everything we do we do for a reason. Even if they seem the same, we have to know the difference between goal and objective. Objectives are more specific, quantifiable and real. Whereas goals are more intangible and abstract. We could say that our objectives are what are going to help us reach our goal. Some examples of Digital Marketing objectives could be reaching 100 fans on our Facebook page, improve customer service or sell 50 of our brands products through our online shop or e-commerce.
The next step is to study your target. That is, we should know in detail to which target public we are going to aim our products and/or services. To correctly define our potential clients, we could ask ourselves the following questions: How old are they? Do both men and women use them? Where do they live? What is their socio economic level? Do they use Social Networks? Which ones? With this, we can create a prototype of how our target public is.
What is said and how it is said should be much more defined in most businesses. But that isn’t always the case. The same line of communication should be followed, bet on a message type that relates to your brand image and that is recognised by clients and users. The best example is Coca-Cola, which transmits through its messages freshness, happiness and smoothness.
The channels that exist on the internet are infinite. For that reason, it is best to use each of these depending on the objectives laid out at the beginning. We can use Twitter as a customer service platform or a reservation platform, or Facebook to post motivational messages that activate our users, or Youtube to post viral videos.
Once we have our Digital Marketing Plan up and running, it is recommended to carry out and in-depth analysis in which we can evaluate the results obtained to be able to find out if we are achieving the objectives we laid out. It is a good idea to run the analysis from the start because, by doing so, we can find possible errors or deviations and fix these from the beginning. Some tools that help us to measure and evaluate our actions on webs, blogs or social networks are Google Analytics, Hootsuite, Twitter Analytics or Piwik, among others.
A Marketing Plan requires high amounts of patience, persistence and dedication that, along with these five steps we have mentioned above, will help us to reach our objectives in a correct and simple manner.