The second step will be to be very clear about the Define the objectives objectives to be achieved. Clearly defining what we want to achieve will allow us to later establish strategies, tactics as well as measure the return on investment , or what is also called ROI . Typically, the strategies planned for a digital marketing plan are usually planned for six months or a whole year.
If we want to set objectives correctly, we must use the strategy called SMART, for its acronym in English. The “S” refers to the fact that the objectives must be specific and concrete. The “M” indicates that these objectives must be measurable to see if the desired results are being achieved. The “A” must be achievable. In other words, we must take into account the resources we have. The “R” must be relevant to the overall objectives of the company. And the “T” indicates that they must have a certain duration.
3. Define strategies
Now that we have a clear idea of where communication directors email lists we’re starting from and where we want to go, we need to define how and what path we’re going to take to achieve our goals. Obviously, the resources we have at our disposal can also determine or limit our journey.
Here, in fact, it is very interesting to apply a cross-SWOT test. And what does this mean? We start from the SWOT test we carried out in the customize your chatbot according to your brand’s personality first step and thanks to it, we can define four different strategies.
- Offensive strategies . These are those that build on our strengths and opportunities.
- Defensive strategies . As in the previous case, they take into account the strengths, but they add the threats that we must face.
- Adaptive strategies . They are used when caseno data an opportunity cannot be exploited due to a weakness.
- Survival strategies . This is the most extreme case a company can face. Not only does it present a weakness, but it also presents a threat. The only thing that matters here is to continue operating in the market and to overcome this situation as best and as quickly as possible.
4. Define tactics and actions
We’re halfway through developing our digital marketing plan. Here, it’s essential to create a roadmap. In other words, specify what actions need to be taken in the short term and in what order. We’ll use certain fundamental tactics to achieve our marketing goals.
Some of the most widely used are email marketing, inbound marketing, SEM, SEO, content strategy development, and the RACE method. The latter means, also by its acronym, that with the “R,” we must reach the audience. With the “A,” we must perform actions to influence that audience; an example of this occurs with the types of content we publish. The “C” refers to converting potential customers into customers who actually make a purchase. And with the “E,” you can build customer loyalty. In this last point, customer service will be essential.