Ever heard of the SWOT model? It is a strategic planning technique designed to help an organization identify strengths,weaknesses,opportunities and threats associated with business competition or planning. In order to have an efficient digital marketing campaign, it is essential to deploy this model to identify the key areas in your undertaking.
What would a digital marketing campaign look like? It would begin with jotting down the points in accordance to the SWOT model, set goals for digital marketing strategy followed by defining the strategy and laying out the plan in front of your team and finally utilising KPI tools to analyze the performance to give you an idea about how can things be moulded for the better. That would be the basic rundown or summary of the process we are about to sink our teeth in.
By this point you already have a good idea about the nuances of different types of digital media marketing mediums, platforms etc and are also well aware about the potent capabilities of each platform. Let us formally propose what a digital marketing plan would look like in real life.
Digital Marketing Plan
A detailed document that entails the planning for all your digital marketing campaigns or actions. A digital marketing plan provides information on:
- Business Goals
- Strategies in place
- Channels to capitalise
- Action/Development Plans
- Investment/Budget of the project
- Roadmap(detailed timeline regarding actions)
A plan is required to take clear, coherent decisions to reach your target customer and provide value in each stage translating it into higher conversion rates and effective brand recognition while staying ahead of the game. Circling back to the plan, let’s get into the nitty-gritty of the process.
- Where Do We Stand?
Step 1 is to see your organizational standing. Do a SWOT analysis of your firm to weed out the weaknesses, and threats and take a note of your strengths and the opportunities coming your way. Take some time to understand your competitors, your ecosystem, the needs and demands of your target audience in order to tailor your business strategy with the answers to these questions at the centre. A very pivotal step as it lays the basis for all the other steps to follow so make sure you have identified all the hotspots through thorough analysis (external and internal) of your firm.
SWOT Analysis involves asking questions like:
- What obstacles do you face?
- What makes my competitors stand out?
- What kind of threat does my company face?
- What good opportunities does the company have?
- What are the technological developments that are helping us get the required boost?
- What are we doing wrong?
- What are the factors negatively influencing sales and project planning?
- What are the main advantages of the company?
- What are our major achievements?
- And , what are we doing right?
- Jot Down Goals
Establish goals after you’ve gone through your firm’s SWOT analysis. It is necessary to have a crystal-clear vision as to what should the firm be ideally targeting so as to yield tangible results. Everything that is planned has to drive you to your goals.
Try out SMART goal setting. SMART stands for Specific, Measurable,Attainable,Relevant,Timely encapsulating all the parameters essential for setting realistic goals.
Try making your goal more specific down to numbers to give your team a relevant number to achieve, and not just another abstract concept.
- What’s the Plan, Boss?
What steps are you going to take, in order to achieve the goal you just set? You need coherent, comprehensible steps comprising your plan, with each step dealing with subsets of your goal, that are realistic and attainable. But that wouldn’t do anything by itself, you need to add your midas touch to it. What sets you apart? Why should the customers pick your product or services over others? How do you go about attracting customers? Decide your USP to nail this. Keep the following stuff in mind:
- Segmentation
Identify the salient aspects of your target audience, their needs,aspirations,tastes,expectations etc to get a complete understanding of the person you are dealing with.
- X-Factor
Be clear about what it is you are going to offer to the public and what would that entail. How does your product stand out? How is it better than the others? These are the primary questions that you need answers to. How would you appeal to your target audience? How do you make them believe in your X-Factor?
- Quality of Content
In order to gain quality customers, you need to dish out quality content for your target audience to follow and attract them to your brand. We are now in the realm of content marketing. Your audience is going to judge you for the quality of your content, so make sure you are delivering something that would help you reach out to your prospective clientele specifically targeted to them. Determine the likes of your audience, how often are you going to publish and your tonal modalities.
- Tricks Up Your Sleeve
Utilisation of the resources available to monetise your campaign is important. Email marketing campaigns, social media ,CRM, SEO strategies are some of the tactics available to create workflows allowing you to create hundreds of campaigns clicks away. You’ve got technology on your side, make sure you make the most of it.
- Review The Play
In the end, similar to how the coach sits down with his players to review the gameplay, you also need to analyze your performance. Analytics is critical to optimising the workflow and expunge any bottlenecks in the process. Measuring the effectiveness of the strategies and activities implemented help you correct what doesn’t work in the plan and to replace that with something more efficient. Finding room for improvement is necessary to stay abreast at all times, with an effective real-time data visualization system.
Keep these steps in mind when creating your digital marketing plan and don’t leave anything to chance; it could cost you . So better safe, than sorry. Especially when it comes to boosting your company’s performance and sales and getting those coveted conversion rates.
Likewise, know that technology is your greatest ally in your pursuit to create personalized successful marketing campaigns and expand your target audience for your company’s growth(hopefully monumental).
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