Committing to good habits can be difficult. Luckily, there are tools to help you constantly improve your digital marketing plan and ensure you meet its requirements. Here are your 5 keys to creating a digital plan and sticking to it:
1. Pave the way
According to smartinsights.com, 46% of organizations are swimming with the sharks because they haven’t created a digital marketing plan. If you’re wondering why you’re not getting enough traffic or generating leads, ask yourselves these questions:
Does your company or organization have a document that clearly describes your digital marketing plan?
Is the strategy integrated into your overall marketing plans?
Your digital marketing plan should consist of customer research, competitor benchmarking, objectives, and tactics. Generally, 12 month digital marketing plans are used to ensure that time and effort will be spent as effectively as possible.
Having a digital marketing plan in a document will allow for better teamwork because it unites the team to work towards common objectives and allows for the easy division of tasks and responsibilities. It’s also important to remember to modify your digital marketing plan as you learn better practices.
2. Do it once, and don’t repeat yourself.
Create processes so you can stop repeating yourself. Even if it’s your first time drafting a specific type of document or setting up an email campaign, the process should be documented. This way, any co-worker can duplicate the work with minimal confusion and effort.
Consistency is important because campaigns need to be scaleable. Think of what happens when you add a new marketer to your team? Would you rather send them a document and answer any questions or spend days explaining every step in detail?
Processes also create consistency, better estimations of resources being used, and organization. One way to organize documentation of processes is to have your folders and files follow standard naming conventions formats.
For example, I could use dtmedia_5-keys-to-removing-risk-from-online-marketing_v001.doc for the first version of this blog.
3. Stick to the Digital Marketing Plan
Once the strategy is complete, follow through with everything you said you would do. Let it be the guide to how you do everything from setting up email auto responder campaigns to the days you write, publish, and share blog posts. This part should be easy, but you’ve got to keep on schedule.
Keeping on schedule is harder than it may sound. Urgent emails come up, client requests, last minute changes to other projects… and the next thing you know, your optimal time to share a blog post with followers has passed. Things happen, so having a set routine will help prevent you from falling behind.
Make sure you have an agenda and calendar. We like to use Google Calendar and Trello.
Trello is excellent for organizing tasks and progress by project while google calendar helps with your day to day activities.
4. Review your report cards
How else would you know how much you’re improving? Make sure you have scheduled days where you check on the progress you’ve made. Analyze major key performance indicators for the overall health of your campaign.
We often use Cyfe to amalgamate your key performance indicators. Here’s an example of the KPIs we track for each landing page. Each dashboard should be set up in a way that gives you an overall picture of what’s happening. Here’s an overview of how well your website is doing in comparison to the number of conversions for a landing page.
Note: The free version of Cyfe gives you lots of features.
Are you getting as many leads as you wanted to?
Are you hitting traffic goals?
There’s always room for improvement. Figure out what pages of your website have the highest exit rates. Are they leaving once they get to your homepage? If so, then find out ways you can improve your homepage. Take a peek at google analytics to find out which pages your audience exits on most.
You need to make sure that your strategy is working – otherwise, you’ll be wasting resources on something you think is working. People without strategies usually fall into this trap, but so do people with bad strategies.
5. Listen first, then talk.
As you begin executing your plan, you’ll discover better tools to use and develop deeper understandings of your online audience. The more you talk to and listen to your customers, the more you’ll understand their challenges. Helping your customers in a manner that is true to your brand is highly important.
Without strong relationships with your customers, you may be creating content or posting information that is of no relevance to them.
One thing we like to do is answer your questions because it gives us the warm and fuzzies. Sometimes we’ll actively look for questions you’ve asked on social media or in a comment and message you directly or create a blog post that answers your questions in detail.
One way we find our audience’s questions is through using tools such as Jumplead.
Note: The free version of Jumplead gives you lots of features. It does cap you at a certain number of users and prospects per month though.
Even though the above include links to articles, you can start a discussion about an article and add even more value to the topic.
The more we listen to what our customers are saying, what our prospective customers are saying, and how they behave online, the better we can tailor our marketing and content to their needs. Consider online media as an opportunity to extend your customer service.
Use these 5 keys to create a digital marketing plan and stick to it so you can unlock the potential of digital marketing for your brand. As always, ask us anything – we love to help.