How to Create and Implement a Digital Marketing Plan

If you own a small- to medium-sized business, you can no longer avoid having a digital marketing plan. Online marketing is a powerful and essential tool that keeps you competitive and. if you’re good at it, ahead of the pack.

Socially driven marketing strategies gives you an opportunity to actively engage your customers, build a loyal audience, increase conversions, and ultimately result in a more successful, more fulfilling business venture. And as the smart phone overtakes the desktop in terms of usage and purchasing strength, any business that lacks a digital marketing plan will be left out in the cold.

Traditional marketing methods like the Yellow Pages are way past their prime and no longer drive traffic the way they once did. And other campaigns such as such as billboards, TV commercials, and print ads are not realistic for most small to medium-sized businesses because they require significant overhead. Digital marketing, on the other hand, is affordable and scalable. And it enables you to compete with large companies! You can also create a plan that grows right along with your business.

What is involved in a digital marketing plan?

Digital marketing encompasses a wide range of technologies and electronic devices that are used to brand and market your business. Most of these technologies involve the internet, although they also include cell phones and other medium. The overarching goal of digital marketing strategies is straightforward:

The concept may be simple, but the manner in which you accomplish this goal should be multi-faceted and highly personalized to your particular niche. In the planning stages of digital marketing, you will define specific objectives and measurable goals for your business, identify your target audience, decide which digital channels you want to implement, set your budget, and create a carefully crafted plan that includes regular performance analysis.

A comprehensive digital marketing plan may include various methods and channels, such as:

  • Pay-per-click advertising (PPC)
  • Search engine optimization (SEO)
  • Search engine marketing
  • Website development and content marketing
  • Email marketing
  • Social media strategies

What types of digital marketing services and strategies should you consider?

There are dozens of digital marketing services and strategies that may benefit your company, but the key to a successful plan is to identify exactly what your audience wants, and to use the methods in which they prefer to consume information.

A digital marketing specialist can help you create and implement a plan that suits your particular company. Some of the fundamentals that you will want to consider include the following:

Online advertising – Online advertising allows you to reach your target audience at a fraction of the cost of traditional advertising, and it is significantly more effective. All businesses, no matter their size or ad budget can harness the power of online marketing via either PPC or fixed rate ads.  Some of the methods and platforms you may want to use include Google AdWords, display ads on other websites and networks, and social media ads.

A strong website – Your site should engage your visitors, provide the content they want, promote conversions, and help establish your brand. It should also be well-designed, easily navigable, responsive, fast-loading, reliable, and secure. A poorly designed or poorly maintained site will be instant customer repellent.

Content – You have probably heard the adage “Content is king,” and this is still 100 percent accurate. Strategic and highly optimized blog posts, landing pages, and email marketing are fundamental to any successful local business marketing strategy. They help engage and attract visitors, establish your business as a trusted authority, and result in a happy audience and increased conversions.

Social media marketing – Social media has become a major – arguably the most powerful – platform in the realm of digital marketing. Social media marketing, a dynamic blend of art and science, involves leveraging various channels, such as Twitter, Facebook, Google+, Pinterest, YouTube, and LinkedIn. You will need to determine which platforms are best for your target audience and develop a strategy that involves regular content and interaction. A good social media plan will grow your following, brand your business, drive traffic, and build loyalty.

Online directories – A growing number of consumers have come to use online directories, such as Yelp, Trip Advisor, and Google, before patronizing a local business. Millions of searchers use online directories as their go-to source for finding information about a business, from hours of operation to reviews. You should ensure that your business is listed in the appropriate places, your profiles are up-to-date, and that you have a strategy to encourage customer reviews.

For more information about Harris Web Works, feel free to read more about us, peruse our portfolio, or schedule a consultation a digital marketing profession.


October 26, 2016

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