Establishing a strategic action plan is essential to start and develop a project with the aim of achieving one or more objectives, through a digital presence .
It is best not to take action without this document, as it allows you to establish a starting point. It also gives you a guideline to follow in order to implement what you have in mind, which you can adapt and modify when necessary.
Also, having the strategy in writing will help you understand the resources you will need to meet your goals. In other words, it will help you have a macro view of the steps to take.
Group of people creating a digital marketing strategy
What are the steps to design a digital marketing strategy?
Knowing where to start is often the hardest part of creating and implementing a digital marketing strategy. So once you have a structure, it's easier to fill in the blanks.
Conduct internal analysis of the company
By performing an internal analysis of the company, you can examine elements such as resources, competencies and differentiators compared to the competition.
In addition, you should carry out an analysis of the company's digital evolution, how and where it is now, since in this way you will be able to understand why the company has not implemented a strategy until now.
It is important that you analyze the following if they exist:
Website: Is it up to date? Does it have a responsive design?
Web analytics : How many people visit the page on average? Which are the most visited pages and how many conversions are there?
Blog: How often is it published? Are relevant articles shared?
Social media : When was it created? How often do you post and what type of content?
Email marketing: What is the number of subscribers and click-through rate per campaign?
Digital advertising: Have you advertised on Google Ads , Facebook Ads or other platforms? What have been the results?
It is also important to assess how receptive people within the company are to this digital change if it is non-existent.
Entrepreneurs analyzing their business strategy
Conduct an environmental analysis
When analyzing the environment, you must take into account the organization's strengths and weaknesses. In the same way, you must perform benchmarking to be clear about where the competition is located in relation to you and what their differentiators are.
It is advisable to carry out a SWOT, since this in-depth analysis allows you to have clear ideas about the Weaknesses, Opportunities, Strengths and Threats regarding the company.
Define the audience you are targeting
To establish your digital strategy you must know who you are targeting. To do this, it is important to define your potential clients or buyer personas.
Buyer personas represent your ideal customers and it is good to build them through research, as speculating about your potential customers can lead your strategy down the wrong path.
The research you need to do can be both quantitative and qualitative with people who represent your ideal clients.
In addition, it is important that you focus on the digital aspect in terms of the environment surrounding your potential clients, that is, analyze where they move in the digital environment, which digital networks they are present in and the trends they follow.
Workers defining the objective of the digital marketing strategy
Defining why your company needs a digital presence
If you have to present this strategy to your boss or client, it is important that you determine why implementing a digital marketing strategy justifies the investment that will be made in it.
Statistics or figures on the number of Internet users currently on the Internet.
The habit of consumers to search for information on the Internet before making a purchase decision.
The new opportunities they will have with potential clients.
Improving your brand's reputation.
The chance to improve customer service through social networks, among others.
Set the objectives
Digital marketing objectives must be aligned with the company's general objectives and must also be SMART objectives.
Specific
It must be linked to a specific action or aspect of the company. We must establish an objective that tells us exactly what we want to achieve.
Measurable
It is important to have the means to measure the results, so it is ideal to make list of peru cell phone numbers it as specific as possible to establish the measurement tool.
Achievable
You need to ask yourself if the conditions you have will allow you to achieve this goal. This also depends on your internal and external environment.
Relevant
They must be aligned with the company's general objectives, otherwise implementing the digital strategy would be meaningless.
Storms
You must determine a specific time since all the aforementioned aspects also depend on time.
Having well-defined objectives is essential for establishing the actions to follow, since once objectives are established they cannot be changed.
What can be changed are the actions taken on the fly in order to meet the stated objectives. Also, don't forget that you should set a maximum of 4 objectives, otherwise it will be difficult to meet the stated strategy.
Workers' meeting to put a plan into action