STEP 1: Analysis

• Diagnosis of your business in the market. How is your competition positioned in the digital world? What areas should your company improve? What is your added value?
• Your target persona: What is, concretely, your target customer? The more specific you are defining it, the more effective your messages will be.
• SWOT analysis. Use this tool regularly to evaluate your:
  • Strengths: advantages over your competitors.
  • Weaknesses: areas where you might be at a disadvantage.
  • Opportunities: external changes that could help your business.
  • Threats: circumstances that could put you at a disadvantage.

STEP 2: Objectives

• Defining your goals: What do you want to achieve in 6 or 12 months? Analyzing your context, you may choose to: strengthen your brand positioning; reinforce your SEO strategy; rise your sales; improve your customer engagement, create a base of potential customers to impact with a campaign, among others.
• SMART criteria: remember to develop your objectives to be specific, measurable, achievable, relevant and time limited.

STEP 3: Strategies and tactics

• Once you have your goals, describe for each of them, your strategies and tactics.
  For example:
  • Objective: Brand positioning to attract younger audience.
  • Strategy: Create a profile on Instagram.
  • Tactics: Generate relevant content sponsored by an influencer.

STEP 4: Actions and budget

• Actions schedule. Elaborate for each one of them:
  • Objective: What do you want to achieve?
  • Channel: What social networks or media will you use?
  • Target audience: Who will you impact?
  • Message: What is your message?
  • Format: What kind of publication will it be (text, image, video or animation)?
  • Date: When will you implement it?
  • Frequency: Will it be repeated? How often will it be?
  • Measurement: Which are your KPIs?
• Budget: Evaluate your investment in advertising, specialized professionals, purchase of images, supplies, administrative expenses, etc.

STEP 5: Measurement

• Once the actions are implemented, analyze your results taking into account: metrics (defined earlier in your action schedule) and return on investment (ROI).
• Remember to review your plan monthly: you may need to change the course of some decisions you have made.

Creating your digital marketing plan is vital to get a clear understanding of the direction of your business, and also to evaluate what decisions you make, why you make them and see the impact of your implemented actions.
Start today and you will see good results!