2022

DIGITAL
MARKETING
PLAN
THE WORKBOOK

ARYA AKS
 ARYA AKS

WHAT IS IN THIS
WORKBOOK
This workbook V.1 is for people who already
practicing digital marketing on daily professional or
new digital marketers that trying to create digital
marketing from scratch.

This workbook will help you to create a simple plan

for digital marketing step by step. This digital
marketing plan will consist of 3 parts.

First is how you should know your business

understanding as a foundation to create a digital
marketing plan.
The second of this workbook is the material of the
digital marketing plan itself.
The third part is the workbook and template for you
to create the digital marketing plan.

This workbook is Free Version so you cannot fill the

workbook on your pdf.

You can use this workbook partially or a whole

workbook or you can modify it by adding material or
change according to how you will use this
workbook.

Good Luck!

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CONTENTS

BUSINESS UNDERSTANDING
1
PART

Business understanding will become the

fundamental part of the digital marketing plan.

DIGITAL MARKETING PLAN

2
The Digital Marketing plan consists of the customer
PART

journey, marketing funnels, channel distribution,

translating objectives, media plan, content message
and key metrics.

WORKBOOK & TEMPLATE

3
PART

This part will give you the template for you to

exercise

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BUSINESS UNDERSTANDING

Source: Business Understanding

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BUSINESS UNDERSTANDING

Source: Define Your Business Objectives

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BUSINESS UNDERSTANDING

Source: Identify Your Target Audience

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BUSINESS UNDERSTANDING

Source: Define Your VP and USP

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BUSINESS UNDERSTANDING

Source: Analyze Competitor & Trends

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DIGITAL MARKETING PLAN

Example:

Source: The Customer Journey and Marketing Funnels

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DIGITAL MARKETING PLAN

Source: Channel and Distribution Strategy

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DIGITAL MARKETING PLAN

Source: Translating Business Objectives to Digital Marketing Goals

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DIGITAL MARKETING PLAN

Source: Creating Media Plan

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DIGITAL MARKETING PLAN

Source: Content Message, Goals, and Key Metrics

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BUSSINES OBJECTIVES
Your Business Objectives

Has it been approved by all stake holders?

Is it enough with the current men power to work on this

objective?

Does this objective meet the SMART rules?

Is this in accordance with the company's budget

capabilities?

Does the company have sufficient assets to carry out this

objective?

NOTES:

Type Your Answer Here

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USER PERSONA
Main Persona
NAME

Age & Location

Personality/Behavior/Traits/Value

Goals

Pain Point

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USER PERSONA
Secondary Persona
NAME

Age & Location

Personality/Behavior/Traits/Value

Goals

Pain Point

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COMPETITOR ANALYSIS

Competitor
Target Audience Benefit/VP DIfferentator/USP
Name

Your Brand differentiator

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COMPETITOR ANALYSIS
Competitor Instagram Instagram Tiktok Youtube
Name Engagement Followers Followers Subscriber

Competitor Name Website Traffic Facebook Followers

Your Insight

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TREND ANALYSIS
Does any feature update on your social media platform?

What are the most talked about in social media

conversation?

What type of content that is trending recently?

Is there any update in your industry?

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VALUE PROPOSITION &

UNIQUE SELLING POINT
What is your customer problem's or their pain point?

What is your solution for the problems or benefit you give?

What you have that competitors don't?

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CUSTOMER JOURNEY
Stage Funnel Touch Point Customer Activity Customer Goals

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CHANNEL &DISTRIBUTION
STRATEGY
Owned Media:

Websites

Content Marketing

Search Engine Optimization (SEO)

Social Media Organic
Other:

Paid Media:

Social Media Ads

Search Engine Marketing (SEM)

Offline Ads

Influencer Marketing

Other:

Earned Media:

Customer Review

Word of Mouth

Mention

Other:

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DIGITAL MARKETING
OBJECTIVES
Business Objectives:

Marketing Objectives:

Digital Marketing Objectives:

Channel KPI

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MEDIA PLAN
Budget Distribution

Funnel Period Budget Budget %

Awareness

Channel Budget Acqusition Revenue CPA ROAS

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MEDIA PLAN
Consideration

Channel Budget Main Metrics Main Metrics Cost Metrics Cost Metrics

Conversion

Channel Budget Main Metrics Main Metrics Cost Metrics Cost Metrics

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CONTENT PILLARS

Funnel Content Pillars % Content Example

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NOTES

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 THANK
YOU!
If you have some questions or suggestions you
can contact me on my :
Instagram: @aryakharismasurya
Linkedin: Arya Kharisma Surya

ARYA AKS

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