Firstly, before I start to explain how to write a digital marketing plan you will need to establish some basics. Without these basics its going to be difficult to write a cohesive and concrete plan that meets your requirements.
What is the overall goal of your business, product or service?
Maybe your companies objective is to increase market share by 20%, penetrate a new european market, or simply make £xm in profit by the end of year.
What Key Performance Indicators (KPIs) do your organisation measure for success?
As a marking professional will you be measured on lead acquisition, brand awareness, customer satisfaction, customer engagement, product sales…
What current marketing objectives contribute to your organisations success?
Ideally you should look to aline your digital marketing strategy to your overall marketing activity
What are the strengths, weaknesses, opportunities and threats to your current marketing strategy?
Knowing these will allow you to figure our a strategic way to apply your budget, use certain media and position yourself against your competition. If you don’t have all of the above i would suggest you do a SWOT anaysis before you begin.
Fail to plan, plan to fail
Planning is really important and understanding what success looks like will keep all stakeholders on the same wavelength and ensure there are no moving goalposts.
Step 1: Know your audience
Who does your organisation currently depend on and what demographic brings in the most revenue / custom?
Doing competitor research and identifying the most profitable customers via demographic segmentation will allow you to
Step 2: Understand how to engage with your target market
Decide what content you’re using
What’s your strongest content asset?
Step 3: Apply your budget to your selected digital media
Identify your channels
Set up benchmarks and goals for on and offline marketing. What does success look like? Doubling your donations?
What is the best way to engage with your different audiences? Is there any research you can draw on investigating how the demographics you are targeting respond through different channels?