8 Keys to a Successful Digital Marketing Plan

Scott Lambert

8 keys to successIf you're a business owner or marketer, you understand the importance of setting business goals such as revenue growth, sales objectives, cost of customer acquisition and improving lead generation efforts.

When it comes to crafting a comprehensive digital marketing plan, strategic planning is no less important. Although every firm is different, yours can benefit from these eight keys to success.

1. Set Constructive Goals for Your Business

A decade ago, it might have been enough just to have a website with your company's name and logo on it. That's not enough anymore. It's critical to accompany the development of your website with a set of clear, quantitative goals for attracting visitors, converting them to leads and nurturing them until they are sales ready to be closed as customers.

2. Develop a Digital Blueprint

Before you start implementing your marketing goals, you'll need a blueprint designed to take you from start to finish. The design of this blueprint will depend on the nature of your business goals and the challenges and the needs of your ideal target audience or persona. As with any blueprint, it includes several critical components that need to be effectively identified and implemented to position your company as the competitive digital force in your industry.

3. Craft a Compelling Value Proposition

You have just a few seconds online to communicate why your ideal target audience should do business with you.

Everyone says their products are great.

Everyone says their service is outstanding.

No one believes that.

You need a credible compelling value proposition to keep them interested.

4. Improve Your Content Marketing Strategy

Content marketing is the key component of a successful digital marketing plan.

After developing your company's buyer personas, identify the information they need the most to help them through the buying cycle stages of Interest, Consideration and Decision.

You need to identify the types and delivery modes of content that will compel them to engage with your company through each stage in order to become a customer.

5. Perfect Your Call to Action

You can't sell if you don't close.

To complement your content portfolio and reinforce your value proposition, create a call to action (CTA) that compels your website visitors to convert.

Ensure that it sticks by incorporating it into your website's design and landing pages.

Make sure you follow up with a Thank-You Page or tangible offer (i.e. free consultation, downloadable white paper, etc.)

6. Conduct a Competitive Analysis

Understanding your competitive marketplace is vital to knowing how to position yourself in comparison with your competitors.

Therefore, conduct a competitive analysis that measures your market as well as your company’s relative strengths and weaknesses as compared to your competitors.

You might even find some competitors you didn't know you had.

7. Identify Operational Impacts on Your Firm

Determine how your digital outreach strategy will impact the workload and performance of each of your firm's departments.

The best strategies seamlessly incorporate sales, business development, product and service delivery, and support to maximize conversions and Return-on-Investment (ROI).

8. Measure Your Performance

As they always say, you can't manage what you don't measure.

With a bevy of digital analytic tools at your fingertips, it's possible to assess the performance of every piece of your marketing plan.

If you can remain disciplined, you'll be able to determine over time what's working and what's not. It’s best to use a platform that pulls all of your performance activity together.

Tying It All Together

If this all seems a bit overwhelming, you're not alone. Every business is different, and the manner in which you employ these tips will be unique to your company's needs.

That said, one thing is clear: In an increasingly crowded online landscape, a comprehensive digital marketing plan will help your company stand out.

Get more details about each of the key steps listed above by downloading the Free Marketing Plan “8 Critical Elements of a Digital Marketing Plan.”

Digital Marketing Plan

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Inbound Marketing

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