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Building a Comprehensive Digital Marketing Plan

Business Development

Having a comprehensive digital marketing plan in place is essential. It’s a jungle out there in the digital world, but with the right map, you can navigate through it like a seasoned explorer.

In this post, we’ll be embarking on a thrilling journey to uncover the different ways to create a solid, action-packed plan that will skyrocket your brand to online stardom. We’ll explore the ins and outs of putting together a robust blueprint of digital marketing strategies.

So, if you're ready to step up your marketing game and learn how to make your brand shine in the digital sphere, let's dive right in!

1. Understand Your Audience

First stop: the understanding-your-audience station. Yes, it should always be about your prospects and customers. After all, they’re the lifeline of your business.

Let’s be honest, even the flashiest digital marketing strategies will fall flat if they don’t resonate with your audience.

Understanding your audience means digging deep into the "who, what, and why" of your customer base. The more you know about them, the better you'll be able to tailor your digital marketing plan to meet their needs and catch their attention.  

That said, here are some ways to get to know more about them:  

Surveys or questionnaires

Create short, concise surveys or questionnaires for your existing customers to fill out. Include questions about their demographics, interests, preferences, and challenges. Tools like Google Forms or SurveyMonkey make this process quick and easy.

Social media insights

Platforms like Facebook, Instagram, and Twitter provide valuable insights about your followers, such as their age, gender, location, and the times they're most active online. They also show you which posts get the most engagement, helping you understand what type of content resonates with your audience.

Customer interviews

Although more time-consuming, one-on-one interviews can provide a wealth of in-depth information. You can interview your customers via phone call, video call, or even in-person, if possible.

Email engagement

Look at your email metrics. Which emails have the highest open rates? Which ones get the most clicks? This data can give you clues about what your audience is interested in and what motivates them to take action.

Competitor analysis

Check out your competitors' social media pages and websites. Study their customers and the type of content they usually respond to. That way, you’ll be able to get a good sense of who might be interested in your offerings as well.

2. Set Your Goals & KPIs

what are your goals

Once you've got your audience figured out, it's time to set your sights on your destination. What do you want to achieve? Are you aiming for more website traffic, better brand recognition, or higher conversion rates?

Determining your goals is a crucial step in crafting a comprehensive digital marketing plan. Think of your goals as your lighthouses – they guide your actions and provide a clear sense of direction.  

Follow the SMART principle, where your goals must be specific, measurable, achievable, relevant, and time-bound. Instead of setting a vague goal like "increase brand awareness", aim for something more specific, such as "increase website traffic by 20% in the next quarter".

Equally important is defining your key performance indicators or KPIs. If goals are your lighthouses, KPIs are your compass – they let you know if you're on the right track.  

KPIs are quantifiable measures that help you evaluate the success of your digital marketing strategies. They could include click-through rates, social media engagement metrics, email open rates, bounce rates, or conversion rates.  

Choosing the right KPIs depends on your specific goals. If your goal is to improve brand recognition, for example, your KPIs could include social media followers, mentions, shares, or impressions.

3. Pick the Right Channels

Your marketing channels serve as your vehicles for success – the platforms and methods you'll use to execute your digital marketing strategies.

Are your customers more likely to hang out on Facebook or LinkedIn? Do they prefer reading blog posts or watching YouTube videos? The answers to these questions will guide you in selecting the most effective channels for your business. Remember, each channel requires a different approach, so make sure to tailor your content accordingly.

4. Create Valuable & Engaging Content

Content is the fuel that drives your digital marketing engine. It’s where you truly get to shine, as it’s where you showcase your knowledge, products, or services in a way that grabs your audience's attention and keeps them coming back for more.

What type of content does your audience appreciate? Are they fans of how-to guides, case studies, or trend predictions? Do they prefer video content, infographics, or good old-fashioned blog posts? Do they enjoy humor, love inspiring stories, or crave hard data? The answers to these questions will shape the type of content you should create.

Invest your time and resources into crafting content that truly resonates with your audience. Whether it's informative blog posts, catchy social media updates, gripping videos, or immersive podcasts, your content should always offer value and inspire action.

5. Leverage the Power of SEO

female marketer working on seo

What’s the point of crafting top-notch content if nobody can find it? You’ll only end up putting all those efforts to waste!

This is where SEO comes in to save the day.  

In case you’re not familiar, SEO, which stands for search engine optimization, is a set of practices that aim to improve your website’s visibility. It will lift your content to the top of the search engine results pages (SERPs) and into the view of your potential customers. The higher you rank, the more organic traffic, qualified leads, and sales you gain.  

There are still several things you can do to boost your website’s ranking:

Perform keyword research

Keywords are the foundation of SEO. They tell search engines what your business is all about so they can rank you for relevant searches. That’s why you should know what words or phrases your target audience often use to look for brands like you. Tools like SEMRush and Google’s Keyword Planner can help you identify them.  

Optimize your content

Once you have your keywords, include them naturally in your website copy, blog posts, and metadata. Aim for a keyword density of 1-2% to avoid keyword stuffing.

Post high-quality content regularly

Google love fresh content. Set a regular schedule for publishing new blog posts, videos, or other content on your site to ensure that you maintain a good ranking.  

Build backlinks

Backlinks serve as votes of confidence from one site to another. A reputable website that links to you signals to search engines that your information is valuable, boosting your visibility in SERPs. Reach out to bloggers and influencers in your industry and ask if they'd be interested in linking to your content. You can also write guest posts for other sites and include a link back to your site.

Use alt tags for images

Every image on your website should have an alt tag describing what's in the image. Include your keyword if it's relevant to the image.

Typically, it’s best to hire SEO specialists to do this work. They’ll have the experience and expertise necessary to help you beat the competition.

6. Use Email Marketing

Believe it or not, email is still one of the most effective digital marketing strategies. With an average return on investment (ROI) of $42 for every dollar spent, it's definitely an approach you can't afford to overlook.

Consider email marketing as a direct line to your audience. Unlike social media, where your posts might get lost in a sea of content, emails land straight in your customers' inboxes. They're personal, direct, and have the potential to foster a deep connection with your audience.

Email marketing keeps your audience engaged with your brand, even when they're not actively on your website or social media profiles. It's like a friendly tap on the shoulder reminding them, "Hey, we're still here, offering value and ready to meet your needs."

Below are quick ways to take advantage of emails:  

Personalize your messages

Use your subscribers' names and send them content tailored to their interests. Personalization makes people feel special and appreciated.

Share value-adding content

Send newsletters filled with helpful tips, links to your latest blog posts, or exclusive industry insights. The goal is to provide value, not just sell.

Announce special offers

Email is perfect for sharing exclusive discounts, special offers, or exciting product launches. Your audience will appreciate being the first to know!

Build rapport

Check in with your subscribers, ask for their feedback, or share behind-the-scenes peeks into your business. It's all about building a sense of community.

7. Embrace Social Media Advertising

In this modern age, social media is more than just connecting with our dear ones. It has turned into a powerful advertising platform for businesses big and small.  With platforms like Facebook, Instagram, LinkedIn, and Twitter at your fingertips, social media advertising offers an unrivaled opportunity to reach a larger, and more importantly, targeted audience.

As of 2021, there were 3.96 billion people using social media worldwide. That's a lot of potential eyes on your ads. But it's not just about the sheer numbers – social media advertising also offers advanced targeting capabilities that can pinpoint your audience based on factors like age, interests, location, and more.

Plus, social media advertising isn't just about selling products. It's a multifaceted tool that can boost brand awareness, increase engagement, drive traffic to your website, and even gather valuable data about your audience.

So, how can you harness social media advertising? Follow these steps:  

Define your objectives

Are you looking to increase brand awareness, boost engagement, generate leads, or drive sales? Defining your objectives upfront will help guide your strategy.

Choose the right platform/s

Each social media platform has its strengths, so be sure to pick those that align with your target audience and goals. Instagram is great for visual brands and LinkedIn excels for B2B marketing, while Facebook offers extensive reach and robust targeting options.  

Create captivating ads

Your ads should be visually appealing, providing a clear message and a compelling call to action. Since you're competing with many others, your ads should stand out!

Tap into detailed targeting

Social media platforms offer detailed targeting options. Use these to ensure your ads are seen by the people most likely to be interested in your products or services.

Test and optimize

Social media advertising is not a set-it-and-forget-it strategy. Test different ad variations, monitor their performance, and tweak your strategy based on what's working.

Engage, engage, engage

Advertising on social media isn't just a one-way street. Engage with those who interact with your ads – reply to comments, answer questions, and be open to discussion.

Your Success Is Just a Click Away!

group of digital marketers celebrating success

We've just navigated through a world of digital marketing strategies – understanding your audience, setting goals, creating engaging content, mastering SEO, harnessing the power of email marketing, and running social media ads. It's a lot to take in, isn't it?  

Here's the good news: You don't have to do it alone!

When it comes to building a comprehensive digital marketing plan, there's no better partner than Digital Resource. You can count on us to craft a tailor-made digital marketing plan that resonates with your audience, reflects your brand's unique voice, and drives your business goals.  

Whether you're seeking increased brand awareness, better customer engagement, or a boost in sales, we've got the tools, the expertise, and the commitment to make it happen. So, why wait? Get in touch with us now and watch your brand soar to new heights in the digital landscape!

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