What should you do For your Digital marketing strategy during the COVID-19 crisis?
- June 13, 2020
The context that has come to live worldwide has forced all companies to refocus their actions and rethink everything they had planned to do during this year or what they had stipulated in their Marketing plan.
This also implies that in this context we have to look at and value the importance of digital transformation, often delayed. In this post, we give you the guidelines that you should consider if you are looking to include Digital Marketing actions within your new plan.
It is important that you can consider these steps so that you can integrate it into your General Marketing plan, also defining what you should and should not do if you sell online.
What is all about the Digital Marketing plan?
The digital marketing plan in a document shows the different elements that your Digital Marketing strategy includes, how you will develop it, what channels or platforms, how much investment in each, etc.
It is an obvious question that first comes in mind of any individual that Digital marketing has to do anything with the general marketing plans of the company!! And the answer is yes.
Although in truth there are many non-digital activities that a company develops, these should seek to integrate with online to enhance results. That is why we give you these steps that will enhance your general marketing plan and make it much more solid after a crisis context.
Digital Marketing Plan – 6 Steps to develop it
Marketing allows us to connect with clients, create long-term relationships, and transmit messages that will allow sales and generate money.
To achieve this it will be important that you follow these steps:
1. Analysis and research
Whether you have a large or small store or any business that you have to run, you must do an internal analysis of your company, know what its current situation is in the digital transformation process, since this will allow you to have a reference of how much green light will give what you propose.
It will also be important to benchmark to know your competition and what it does. To do this we can use different tools such as Google itself (using search terms), Facebook, or Instagram to find out how active they are on these social networks. If we want to do a deeper analysis we have tools like Semrush.
Semrush marketing evaluation
2. Define your goals
Keep in mind that all objectives must be:
Specific: Set actual figures. You have to stop saying “I want to reach more people, or have more visits.”
Measurable: You should always monitor your goal with real figures.
Achievable: Your goal should be challenging but also achievable.
Realistic: You know what you and your team are capable of achieving. Don’t forget about the obstacles you may have to face.
Limited time: You should consider an end date
Some objectives are likely to be defined as general for the company, that is, they affect both online and offline. Others, on the other hand, will be more specific for digital.
Here we can not talk about which are the most appropriate because it will depend on the needs of the company. However, we can mention some of the most common:
- Increase the number of sales opportunities.
- Increase the database through lead recruitment.
- Increase the number of followers or interactions.
- Impact a greater number of users.
- Improve the reputation of the company.
- Develop a faster and more effective attention channel.
3. Use Segmentation
The more profiled you have your segment and the more you know it, the better, since it will allow you to choose appropriately which channels to use.
It is essential that you define audiences, for example, if I am a technical reviews plant and my target audience is all the people who have a car in metropolitan Lima, we could have a better definition of audiences if we classify it for example by:
- Young professionals with their first car between 25 and 30 years old
- Parents between 30 and 40 years old
- Professional women between 25 and 40 years
- Taxi drivers
- Business owners or transport companies
- And so delve into each of these audiences.
4. Define your Positioning
You must define your differential value for the market and the unique positioning that allows you to compete in a singular way, and unique in your niche and that must be translated into superior value for your clients. Product differentiation, segmentation, and brand positioning are the three strategies that every business must clearly define in order to compete successfully and to translate all its actions into profitability.
5. Define what your strategy will be to achieve your goals
You must select the channels and media to be used that are consistent with your positioning and segment, as well as how you will reach your audience.
It is important that you can define at this stage:
What channels, networks or media should you use or prioritize?
Define the content plan, on what it will be based and what it should contain
Analyze and improve the current assets of the web (Web, app, mobile versions, etc.) at the UX / UI level.
6. Define the Metrics of your plan
You must define how to measure the results that your strategy gets. Always keep in mind not waiting at the end to be able to evaluate and measure the actions you have carried out, this you must do continuously. The indicators or KPIs vary depending on your company. They can be interaction based on the number of followers, clicks per number of publications or direct conversions to leads from social networks, among others.
Don’t pose too many metrics that don’t allow you to control them. Always try that they can answer basic questions such as: What objectives do I intend to achieve in a year in digital media? What weekly and monthly goals do we want to achieve with the strategy? Are these objectives being met?
If you want us to help you implement your Digital Marketing Plan or you want us to be your Digital Marketing Agency, contact us.
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