What is a Digital Marketing Plan?
A digital marketing plan is one in which a specific set of actions is outlined to help a business achieve its desired goals online. These actions work together to help a business generate more leads, convert more visitors, and increase revenue. However, many business owners don’t know where to start when creating a plan of this type. Certain steps ought to be followed to make certain that nothing is overlooked when developing this strategy.
Developing a Digital Marketing Strategy
The first step is to determine what you wish to accomplish with the digital marketing strategy. One organization may wish to generate more qualified leads while another looks to expand in a new market. The objective of the plan must be determined before any other steps are completed.
Determine which key performance indicators will be used to determine the success or failure of the plan. Next, decide how each metric will be measured. Established businesses should look to the past to see where improvements need to be made. A new business won’t have this option and will need to start from scratch. A digital marketing provider can be of assistance in this area.
Learn the target audience as this is who will be viewing the digital marketing materials. This information ensures the materials created as part of the plan speak to the right audience. Once this has been done, it’s time to establish a budget. Be sure to adhere to this budget throughout the process. Nevertheless, be aware that changes might need to be made to the plan, depending on the results of your efforts. What might be included in a plan of this type?
Search Engine Optimization
Search engine optimization serves as one of the most effective digital marketing techniques today. The effort a company puts into optimizing their site pays off well into the future in the form of a higher ranking in the search engine results.
Most internet users never move past the first page of the results. They enter a keyword and find what they are searching for in the first few entries returned. As a result, every business needs to work to make its way into one of these positions on the initial page. However, care must be taken to ensure only reputable techniques are used.
When a business uses black-hat techniques to bring more exposure to its site, the search engine may provide it with a higher ranking in the short term. Nevertheless, this won’t last. Once the search engine realizes spammy techniques have been used to achieve this goal, the site will be downgraded or removed from the results completely. No business can afford that.
Numerous methods may be used to optimize a site for search engines and users. For example, a mobile-friendly site is ranked higher than one that does not perform the same on all devices. Site navigation plays a role in search engine optimization, as does keyword research. A comprehensive digital marketing plan needs to incorporate all the above and more for great results.
However, before search engine optimization results are seen, a business might find it needs to bring additional traffic to the site. This is especially true for new businesses working to establish themselves in a crowded industry. Here is where pay-per-click marketing can be of help.
Pay-per-click advertising works exactly as one would imagine. When a viewer clicks on an ad, the company advertised pays a predetermined fee to the advertising provider. Why would a company wish to do this when other options are available?
There are times when it is difficult to determine which marketing efforts are successful and which need to be replaced. Factor in the search engine algorithms and their regular updates and it’s easy to see why business owners often spend money on useless marketing. They simply don’t know what is working and what isn’t.
When using pay-per-click marketing techniques, a company discovers direct correlations between ad copy, landing pages, keywords, and conversion rates. For instance, a business might create a landing page and use different ads to direct viewers to the page. It can then be determined which ad draws more people in by analyzing data related to the different ads. This is only one of many ways pay-per-marketing is of benefit and there are several others. Nevertheless, other marketing techniques should not be ignored.
Email marketing works to nurture leads and turn them into paying customers. Emails boost familiarity with the company which in turn builds trust. With the right strategy in place, business owners find it takes less effort to acquire and retain customers. However, businesses often struggle in this area, as they send out generic communications to all of their customers. It’s best to use targeting to identify which messages to send to which individuals.
Furthermore, it helps to know which things are most likely to excite readers. For instance, one group may love challenges they can take part in. Others, however, might prefer webinars where they are taught a skill. Knowing this makes it much easier to meet the needs of your client base and ensure you are providing what they desire. Email marketing relies on information such as this to be successful. Finding a provider to assist in gathering this information is something every business owner should consider doing.
We are here to help business owners with every aspect of digital marketing. As this industry is constantly changing, it’s hard for men and women to keep up. We do this for you, so you can concentrate on growing your business and meeting the needs of your customers. Contact us today for more information. We’ll be happy to assist you in any way we can.
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Digital Marketing & Branding FAQs
We start by understanding your business goals and formulating a plan with specific benchmarks to reach those goals. Organic search traffic, total site traffic, and leads/sales are used as Key Point Indicators (KPIs).
SEO is a long-term initiative. While results vary on a case-by-case basis, here is a sample scenario that you may expect:
- Month 1: Keyword research, technical site audit, and site planning
- Month 2: Technical site fixes, content optimizations, and link building is underway. An increase in site traffic can be expected a couple weeks after optimizations are published.
- Month 3-5: Month-to-month increases in site traffic
- Month 6: Most clients see their organic site traffic doubled from month 1.
- Month 12: SEO Substantially affects your business’ bottom line.
We constantly analyze performance to ensure we deliver ROI to our clients.
Yes. We have experience in local, multiple-location, and national search engine rankings.
We have implemented successful SEO campaigns for clients in our tri-state area of New York, New Jersey, Connecticut; in addition to businesses located in most U.S. states and many countries abroad.
We offer a free audit where our certified and experienced PPC experts analyze your current campaign. We will outline any missed opportunities and areas of improvement.
PPC campaigns take time, research, and regular maintenance to setup and manage effectively so it’s advisable to work an agency experience in competitor research, keyword research, lead tracking, analytics, and campaign optimization.