The Perfect Digital Marketing Plan

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Dr Dave Chaffey shares his idea of the perfect digital marketing plan, from setting objectives to sharing your visions. Read more. 

Research from Smart Insights shows that many businesses still don't have a defined digital marketing strategy, despite everyone doing digital marketing. The research also shows that many of those without a plan are looking to improve their competitiveness online, so  31% are aiming to launch a digital transformation project.

Why aren't more businesses actively planning? Perhaps one reason for the lack of strategic digital plans is that digital marketing is complex and it can be difficult to know where to start. So, in this post, I'll outline the potential ingredients of a solid digital plan based on my experience of working with many businesses of all types and sizes, to structure digital plans.

You'll see there are many things to get right, which perhaps explains why it's surprisingly common to not have a plan.

If you already have a plan, use this article as a checklist to see how yours compares, since a digital plan shouldn't be a static document, but should be updated as your digital maturity improves and new opportunities become available.

1. Define a process for plan creation and roll-out

To make your plan have an impact it needs to include both strategy, tactics and actions to implement.

PR Smith's SOSTACĀ® model provides a popular process framework, particularly for larger business. For smaller businesses and shorter plans, my preference is a simpler process framework that that we will use here to group the recommendations of the elements of a perfect plan: Opportunity; Strategy; Action.

If you think there are too many activities here, remember many of these ingredients are used to inform the strategy and schedule actions to implement it. Ultimately your strategy can be a single page defining your objectives, a strategy to achieve them and how you will measure whether you are on track.

Define your opportunity

 

2. Set SMART objectives

To ensure your plan makes a difference to the future growth of the business, it's important that it's not limited to lofty, general aspirations. Instead it should be informed by a conversion model showing the value which will be generated.

3. Review current performance and business

 

In my experience, you can't set objectives without looking at how digital is measured and reported on using Google Analytics or similar. Often, Google Analytics hasn't been customised for a business, particularly where it is a non-transactional business like B2B. We'll return to this in the Action section.

4. Objectives informed by audience and marketplace insights

You have your own insight collected about your online audience and competitors. Plus there are lots of great free resources from the major platforms like Facebook, Google and LinkedIn showing the demand for products in different markets based on search intent or the amount of interest in different services.

5. Share your digital vision

Larger organisations with transformation projects should define a vision, so you should paint a picture of the future organisation that will help take others in the business with you.

6. Review the digital maturity of the organisation 

Scoring the business on its digital readiness, i.e. how well it competes on digital is useful both for identifying strategic initiatives that are needed, but also for making the case to stakeholders of how much the business needs to change and the investment needed.

7. Review employees' digital skills

 

Re-skilling to compete with digital marketing will be needed in all businesses, since digital skills change so fast and digital specialists may need to develop more general marketing communication skills. As part of situation review, you can review the changes needed.

8. Benchmark relative to competitors

Another way of identifying initiatives and showing the changes needed and making the case for change is to show where your competitors are at, especially when they are ahead. Remember these shouldn't be limited to direct competitors, but also competitors for attention, i.e. publishers and bloggers who are looking to engage similar audiences with their content.

Set Your Strategy

 

9. Create a long-term roadmap

 

It's likely that the strategic initiatives you develop as part of your digital strategy won't be achieved within 6 months or even a year. Although there will be "quick wins", your business will need to invest in new media and technology, create new processes and structures and develop the skills to support them.

This won't happen overnight, so your digital transformation roadmap will need to cover a 2 or 3 year lookahead and integrate with longer-term business plans.

10. Integrated with business and marketing plans

 

It's essential that your digital plans align with your wider goals for the business. So show how digital initiatives align with the business.

11. Review new business model options

Often, digital marketing strategy is restricted to communications plans and the opportunity for impacting business or marketing plans aren't considered. While they won't be relevant in all cases, you should consider how digital communications give options for new product development or new targeting options to reach new types of audiences in different ways.

12. Includes acquisition and retention activities

There is a tendency for communication strategies to focus on how to win new customers and business. Digital strategies can "fall foul" of this limitation too, so ideally, they should consider using digital communications for retention and advocacy.

The website, email marketing and social media are all important here and have a role to play in advocacy and amplification to gain new customers. The digital strategy should explain how you will review digital loyalty drivers and automate personalised messaging via the site and email to meet your retention goals.

13. Define segmentation and targeting techniques

 

STP or Segmentation, Targeting and Positioning are at the heart of marketing strategy. Similarly, they should have a starring role in Digital Strategy.

This is because digital media give so many new options to use targeting to recruit and nurture prospects more closely. I recommend summarising a "layered targeting strategy" as part of your strategy including personas, profile, behavioural and interest-based targeting.

Dynamic content can then be used within ads, on-site, messaging and in-app personalisation to deliver more relevant, more contextual communications. But only if you plan it. The Martech supports this, but you have to define your targeting strategy.

14. Update brand positioning, including your digital value proposition

 

Existing businesses will typically have a brand story and brand messaging in place. Digital brings new ways to bring it to life, for example through video and social media sharing. Developing refined tone-of-voice and style guidance for online channels like web and social media is part of this.

15. Digital value proposition and user experience

In my books, dating way back to 2000, I recommended businesses review their "OVP", or Online Value Proposition, as part of strategy. Clearly a website needs to communicate the core brand offering, but digital gives great opportunities to add value to an audience and so develop brand preference and support purchase intent.

Today, a DVP, or digital value proposition, has a wider scope and can also be delivered via mobile apps, social media updates, email messaging or even virtual reality, augmented reality and Artificial Intelligence. For example, the bank ING uses AI to alert it's customers to their spending patterns and when they have a risk of becoming overdrawn. The quality of digital experience becomes crucial since if competitors provide a better experience, it's inevitable you will lose business, so auditing and continuously improving the quality of experience is essential.

16. Content marketing strategy

The content you offer via your different digital platforms is a big part of DVP and experience too. So auditing content quality and how it can be improved to better support marketing objectives is often a key digital strategic initiative.

Content also has a wider role since it fuels customer acquisition, conversion and retention, for example through content developed and distributed through organic and paid search, social and email marketing. Given the explosion in content we have witnessed, getting cut-through compared to competitors and creating stellar content needs to be the goal.

"Me too" content won't cut it. Content marketing strategy also includes content distribution and a key technique here is influencer relationship management (IRM), which many businesses aren't familiar with, so this is another strategic digital initiative to consider.

17. Communications and engagement strategy for "always-on" marketing

One of the key differences that digital marketing has brought compared to traditional marketing is that communications can be automated through the customer lifecycle.

Customers are continuously searching for products and services so automation can be used to nurture them towards initial and subsequent sales. One of the biggest digital failings of many businesses is that they haven't put in sufficient time to plan and optimise their "always-on" activities, which include site landing pages, nurture and re-engagement email communications, personalised website communications and re-targeting using paid media.

18. New integrated campaign planning processes

That said, there is still a role for campaign communications to launch new products, run seasonal promotions and brand-led campaigns. These too give opportunities to use similar automated techniques to always-on communications, but campaign briefing, planning and editorial processes need to be updated to incorporate these too.

19. Marketing technology and insight

To implement the strategy will require investment in new "Martech", which today are typically cloud services. There are big decisions to be made here about selecting "best of breed" specialist solutions versus broader marketing cloud services and how these are managed.

Managing audience and marketplace insight is closely related, since data integration between separate solutions is rated as a major challenge by most.

20. Brand governance

This may include new planning processes or new controls on communications such as privacy reviews for digital data security, social media employee use policies and digital crisis response plans as part of public relations. In the action section we describe changes to budgeting processes and the development of internal resources that accompany digital transformation.

Plan your actions

 

21. 90-day action planning

From the techniques we've covered, it's likely your strategy and roadmap will contain many digital initiatives!

Within each of these will be sub-activities which will need to be defined and implemented at a more granular level. We recommend 90-day action plans for each quarter which show the focus on different techniques across paid, owned and earned media and for improving the digital experience.

For example, different A/B tests can be scheduled each quarter for different parts of the customer journey to improve experience and conversion.

22. Identify the quick wins

You want to prove that your increased digital investment is delivering improvements, so prioritising quick wins within the 90-day plan will be a natural place to start. Your 90-day plans should also include setting the ground-work for longer-term plays.

23. Define dashboards and KPIs to review progression against target

In the "Opportunity" section we mentioned that often analytics need to be customised to show specific goals for a business. Related to this is that work needs to be done outside Google Analytics to create dashboards to review performance against targets and corrective action, another aspect of 90-day action planning.

I recommend using what I call the VQVC or Volume-Quality-Value-Cost metrics in dashboards since I find that often dashboards are limited to Volume metrics. To create business dashboards, data from different insight sources can be extracted using APIs to create dashboards, as explained in this article.

24. REACH improvements

I recommend structuring the different strategic initiatives for your 90-day plans under the different parts of the Smart Insights RACE planning framework since includes a "Plan" section covering governance activities.

Your Reach initiative will cover critical success factors for the main channels and will be based on prioritised improvements needed across organic and paid search, social media marketing, Online ads and influencer marketing.

25. ACT Improvements

These include improvements to the customer journey through site redesigns and A/B testing for lead generation, plus content quality and blog editorial planning improvements.

26. Convert improvements

Depending on the type of business these should include implementing and optimising both online and offline touchpoints that lead to conversion to sale. These include nurture using email, push notifications and ad re-targeting. Multichannel sales support through via phone sales and LiveChat are also included.

27. Engage Improvements

The Engage part of RACE focuses on customer communications for retention and advocacy. Communication strategy is needed for all on-site and off-site automated messaging. Plus the digital customer experience including onboarding and customer service should be considered here.

28. Detailed budget

Once identified and prioritised, all activities across paid, owned and earned media needed to be budgeted for to include media costs, staff costs, marketing technology, data and agency or consultant input. Digital makes for complex budgets if you build them "bottom-up", which you should.

29. Detailed resourcing plan

This will include internal re-skilling needed through training or acquiring new talent. Restructuring of teams may also be needed. It will also include review of the use of agencies to deliver against digital communications targets.

30. In-house skills development supported by Centres of Excellence

 

This is the path that larger organisations like Hilton have taken recently where they intend (less dependency on agencies for key process).

So, those are my 30 recommended activities to inform your digital strategy.

I warned it was complex, but it can and should be simplified since it's essential that the strategic initiatives are clear to others in your business. So make sure that as you build up the strategy you include a 1-2 page summary table of SMART objectives, agreed digital initiatives to achieve them and KPIs to make sure you are on track.

How many of these do you include when strategising your digital marketing plan? If you'd like to find out more about how we could support you with this, get in touch today.

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