MARKETING PLAN

What are the steps to create a digital marketing plan

1. Set goals
2. Define your audience
3. Conduct a competitive analysis
4. Conduct a SWOT analysis
5. Determine your budget
6. Identify your channels
7. Develop specific tactics
8. Create a calendar
9. Measure results
 What Are SMART Marketing Goals?
Define goals for both
revenue and for your brand
The goals you define for your
company—both for your specific
marketing initiatives as well as for
your company as a whole—set the
tone. They communicate what’s a
priority, what you hope to
accomplish, and ensure
accountability.
It’s important that when you’re
setting these goals that you’re
setting them both for revenue and
the success of the brand.
1. Define your digital marketing goals and business objectives

Clear, measurable, and attainable digital marketing plan objectives help you define
exactly what you want to achieve and measure. Be clear and concise when you set
these goals. You should also include specific numbers and timeframes to benchmark
your progress.
 As discussed in the chapter on analytics and conversion optimisation, you will
decide on the key performance indicators (KPIs) for your campaign as well.
 KPIs are the metrics that indicate how well you are performing.
 KPIs  evaluate performance
Email Strategy and Planning
Well-known ways to segment your audience include:
1. Demographics
Breakdown by any combination: age, gender, income, education, ethnicity, marital status,
education, household (or business), size, length of residence, type of residence, or even
profession/occupation.
An example is Firefox who sells 'coolest things', aimed at a younger male audience. Though,
Moshi Monsters, however, is targeted to parents with fun, safe and educational space for
younger audiences.
2. Psychographics
This refers to 'personality and emotions' based on behavior, linked to purchase choices,
including attitudes, lifestyle, hobbies, risk aversion, personality, and leadership traits.
magazines read and TV. While demographics explain 'who' your buyer is, psychographics
inform you 'why' your customer buys.
There are a few different ways you can gather data to help form psychographic profiles for
your typical customers.
1.Interviews: Talk to a few people that are broadly representative of your target audience. In-
depth interviews let you gather useful qualitative data to really understand what makes your
customers tick. The problem is they can be expensive and difficult to conduct, and the small
sample size means they may not always be representative of the people you are trying to
target.
2.Surveys: Surveys let you reach more people than interviews, but it can be harder to get as
insightful answers.
3.Customer data: You may have data on what your customers tend to purchase from you, such
as data coming from loyalty cards if an FMCG brand or from online purchase history if you are
an e-commerce business. You can use this data to generate insights into what kind of products
your customers are interested in and what is likely to make them purchase. For example, does
discounting vastly increase their propensity to purchase? In which case they might be quite
spontaneous.
3. Lifestyle
This refers to Hobbies, recreational pursuits, entertainment,
vacations, and other non-work time pursuits.
Companies such as on and off-line magazine will target those
with specific hobbies i.e. FourFourTwo for football fans.
Some hobbies are large and well established, and thus relatively
easy to target, such as the football fan example. However, some
businesses have found great success targeting very small niches
very effectively. A great example is the explosion in 'prepping'
related businesses, which has gone from a little heard-of fringe
activity to a billion-dollar industry in recent years.
Why analytics is important: 5 reasons
Wondering why analytics is important? Simply put, they help business
owners do these things:

•Learn how your visitors find you

•Learn who your visitors are
•Understand how visitors interact with your site
•Identify your best performing content
•Track conversions
If you’re using
Google Analytics,
head over to the
“Acquisition”
section, and
you’ll be able to
access
information about
how your visitors
arrived on your
site.
What if you’re an established
brand, and you know exactly
who your ideal customer is?
Well, it still makes sense to
keep an eye on who’s visiting
your website. This ensures that
there isn’t a disconnect on who
you think you’re attracting to
your site, and who you’re
actually attracting.

Again, you can figure out who

your visitors are by utilizing a
web analytics tool such as
Google Analytics.
To look at how your visitors interact with your site, check out the
“Behavior” section in Google Analytics. The flow that you see on the
screenshot above illustrates what pages your visitors land on, and what
pages they click through to next.
Pareto’s principle (aka the 80/20 rule!)
states that in whatever you do, 20% of
your efforts typically bring about 80% of
your results. Now, let’s apply this to your
content strategy. You probably already do
keyword research and ensure that you
publish only high quality, well-written
blog articles, but this doesn’t change the
fact that some of your articles might
bomb, and others might inexplicably go
on to be a big hit.

How do you identify your best performing content, and figure out which articles are bringing
you the bulk of your traffic? If you post your articles on Facebook, you can obviously look at
the number of Comments and Shares you get on your articles, but a more accurate way of doing
this is to keep track of the numbers via Google Analytics