Digital Marketing Planning Process For Beginners

This article centres around formulating a digital marketing strategy and implementing a digital marketing plan for a business.

In this digital age, businesses cannot afford not to have a digital marketing plan has technology is increasingly influencing our business and social lives. As a matter of fact, a business without a digital marketing plan is a business planning to fail.

Quite frankly, some business owners are still struggling to understand the need to have a digital marketing plan for their business. Though, the case is quite different for other business owners who already have a digital marketing strategy, but are unhappy and frustrated with the results, of which fall far short of their expectations.

Digital Marketing Planning Process

Whether you have developed a digital marketing plan that is currently active or you have developed a digital marketing plan that is not yet active or you are in the process of developing a digital marketing plan for your business, Follow the process outlined below to help your business grow and succeed online. This process has proven very successful for so many businesses. Having said that, it is very important that the process is followed judiciously in other to get positive results.

You are just a sentence away from growing your business successfully online.

Establish A Web presence

Having a website, a blog or social media page, or listing your business on local business directory websites are some of the ways you can establish a web presence. These days businesses take advantage of these channels to boost their web presence. Without a doubt, it is highly recommended having these digital marketing assets in your arsenal to increase your search visibility. You want to make sure that you utilise every channel possible to boost your online presence. The more your business is established online, the better.

Domain name registration

When choosing a domain name for your business, you want to make sure that your domain name contains keywords relevant to your niche and city, not just your business name. For example, you offer plumbing services in Toronto, the ideal domain name should be abcplumbingservicestoronto.com.

Content Creation

After choosing your domain name, the next step is to develop great contents for your website, contents that would attract qualified leads (prospects that would end up converting), the ideal thing to do in other to develop great contents is to first conduct a research on niche keywords and include these keywords throughout your text, especially in the headings/subheadings, title and meta description on your web pages. Also, it’s a good practice to add the location of your business in the areas mentioned above. Bear in mind, it takes quite some time to rank for your niche keywords – It not as simple as ABC. It’s a clever idea to hire a content developer if you don’t have the technical expertise to create engaging contents –

Content is king!

Optimising your Website

As soon as you have your content ready, the next thing you want to do is hire a professional website developer who is also skilled in (on-page and off-page search engine optimisation SEO), to develop a user and mobile friendly high converting website for your business. Notice how I laid emphasis on “user” and mobile friendly” – You want to make sure that your website has a good user experience, it is said that humans have a short attention span of about seven seconds, in other words you have seven seconds to grab the attention of your website visitors. That being said, It is cheaper to hire a professional website developer with SEO skills than separately hiring a website developer and SEO specialist. If you want to rank on search engine result pages (SERPs), then ensure that your website is fully optimised (on-page and off-page) for search engines A fully optimised website has a 90% possibility of showing up on SERPs.

What is on page and off page SEO? In a lay man’s terminology, on-page SEO is when a website understands and speaks the language of search algorithm and off page SEO Is when other websites send signals (by a way of votes) to search engines that your website has credibility. As soon as your other websites starts sending positive signals to search engines about your website, Chances are your website will show up on SERPs.

Check the performance of your website online and your website SEO when your website is ready to go live, there are free tools online you can use to check the performance of your website as well as SEO. Ensure that you follow up and resolve any issues with your website, especially issues like: loading time of your landing pages, browser caching issues, heading, alt-tags etc. I cannot emphasise enough the importance of having your website fully optimised for search engines.

Link Building

You have chosen a proper domain, created a highly converting website with great contents and your website is fully optimised, at this point, you should start building links. Link building is a technique used in (off page SEO). It is a process whereby you get external web pages with authority, link to your webpages. The following are some of the ways you can build links: submit your website to business directory websites (citations), create social media accounts and distributing content across social media platforms and other across other websites with high authority, optimise press releases, social bookmarking etc. These efforts are geared towards acquiring “link juice”, which increases your website authority (assuming the links are quality backlinks). Outreach (link building) is quite a daunting task. You are better off assigning the task to your website developer, except you are comfortable doing it yourself. Furthermore, list your business on Google my business and Bing places for business and ensure it is optimised.

Search Engine and Social Media Marketing

At this stage, creating a Pay Per Click (PPC) campaign on Google AdWords and Facebook is certainly a clever way to strengthen your online marketing campaigns. It is essential to explore means to drive quality traffic to your website, this would help to improve your ranking on search engines (if done properly). You can start with as little as $50 advertising budget per month if you are on a tight budget. Trust me, it worth your every penny, because as you drive quality traffic to your website for your “focus keywords”, your keywords quality score improves, and if done consistently, chances are your webpages will rank high on search engines. Anyway, creating an ad is one aspect of it, optimising the ad copy is another aspect which is very crucial. You want to make sure that your focus keywords are relevant to their target webpages. If your focus keywords are not relevant to the target webpages, search engines i.e. Google would dock your website as a result. Simply put, avoid attracting visitors that would end up bouncing from your website, hence why it is necessary to create relevant ads. I can’t stress enough the importance of creating relevant ads. Furthermore, utilise social media platforms to promote your business. Create an ad on Facebook to promote your business webpages. The amount of time people spend on social media platforms these days is overwhelming, hence why you need to utilise this medium as an opportunity to grow your business.

Google Search Console

Sign in to Google search console and get familiar with the basics. Follow the instruction on how to improve your search presence. If this is too technical for you, ask your website developer or digital marketing specialist to assist you in setting it up. This tool will not only give you insights in regards to your site’s performance, but will also guide you through on how to resolve any issue that would affect the performance of your website.

Google Analytics

Sign in to Google analytics and follow the set-up process. This tool would help you track important metrics such as conversion, customer engagement, page views etc. You can monitor the effectiveness of your online marketing campaigns, contents on your websites and user experience with this tool. Basically, you want to know which areas you need to improve on, once you identify the areas, you can apply a solution.

Closing Thoughts

Don’t be overwhelmed by the process outlined above, remember Rome was not built in a day. Begin now, apply this result-driven digital marketing plan to your business, be consistent and follow the process judiciously – I guarantee your business will grow and succeed online.

All the best!

What Every Business Owner Must Know About Digital Marketing

Digital Marketing / Internet Marketing / Online Marketing are one of the most used terms of the industry today. However, it is sadly just a bunch of jargon for most of the people who hear it and use it to convey their mind. What exactly is digital marketing and what part of it is essential for today’s business person? We’re here to break it down for you in the simplest words possible.

Online Marketing is simply marketing of your product or service onto digital platforms so as to hold onto your loyal consumers as well as increase your reach to new potential target audience swiftly.

That is it. That is what Online marketing is. There are some further questions that need attention to solve your confusion; such as:

Is digital marketing the same as social media marketing?

The answer is yes. Digital / Internet marketing is a wider concept as compared to social media marketing in the sense that, all social media platforms are available digitally i.e. via the internet. However, there are other platforms that come under digital marketing other than social media marketing.

What are the concepts and platforms of digital marketing?

The search engines that we use to search our queries and requirements are in themselves a humongous platform for online marketing. This concept is called “Search Engine Marketing” or SEM.

Search Engine Marketing is marketing of your product on search engines such as Google and Bing by Yahoo. This platform is of utmost importance for businesses that are into a B2B industry.

Another concept that comes under the wing of digital marketing is “Search Engine Optimization” or SEO. Search Engine Optimization is a way of developing your website’s content in a way that allows the search engine’s algorithm to crawl and test your website efficiently. It is a way to get higher rankings in the search results on the search engine; helping us to have a better hand at SEM.

SEO is a primary necessity of any and every website owner as it helps you stand out among the sea of websites we see today.

Social Media Marketing is a concept that comprises of campaigns designed to market your product or service on social media platforms such as Facebook, Twitter, YouTube, LinkedIn, etc. SMM is a great tool when it comes to products that have a B2C segment.

There is an interesting concept called Re-marketing in Internet marketing which enables us to reach out to the potential consumer base multiple times. It can be seen as following your consumer on various platforms, websites and showing your personalized ad copy to them so as to keep reminding them about their visit to your website.

This also enables us to work on another factor called Consumer Lifetime Value wherein we can increase our reach to existing customers and improve our ROI from these consumers through various practices such as Email Marketing, Re-marketing, Paid Ad campaigns, RSS Feeds etc.

However, for a great digital / Internet marketing experience, a campaign needs to be developed using all the above mentioned platforms.

How is digital marketing different from traditional marketing?

Digital Marketing is cost effective in terms of better reach and results.

Internet Marketing lets you target specific audience based upon demographics, interest and devices.

Internet Marketing gives us factual data that can be statistically analysed. For instance, if a hoarding is marketing your product, you have no clue how many people saw the hoarding, read the content and actually became customers because of that hoarding. However, in Digital marketing, say we run a campaign marketing the same product, we can analyse the data produced by different marketing platforms that can show us how many people saw the product, how many actually became consumers and which consumers came via which of the used platforms. This allows us to find glitches in our campaign and work on it to make it even more action driven.

But then should traditional marketing be stopped completely?

Of course not! Traditional marketing, in fact, paired with digital marketing can give results superior than just traditional or digital marketing.

However, one thing that people mistake about digital marketing is that it can be done for free. It is true to an extent; however, to get the best results, digital marketing needs to have an independent budget. Money must be set aside to be able to exploit all the opportunities that digital marketing has to offer to your business and its glorious future.

Toppling Traditional Marketing With Digital Marketing

Digital marketing is the new norm. Many companies that were once totally into traditional marketing have now moved to the digital field. Why the switch? What has made them realize this? Let us see what gives digital marketing solutions an edge over traditional marketing.

Traditional Marketing
• Cost: Traditional media like television ads, newspapers, hoardings can be very expensive. A front page ad could cost anywhere around a few lakhs. The same story again with television and hoardings.

• Cannot be quantified: Inspite of all this investment, it is practically impossible to calculate the exact number of people who have seen your ad, number of conversion, number of people who are interested etc. Thus, impossible to calculate a return on investment. So how do you quantify or on what basis do you decide if your campaign has worked out or not?

• Area: Suppose you put up a hoarding, people only in that area would be able to see it. It does not reach anyone else. Or if you say a newspaper, it will reach that city alone.

• Availability: There is a time constraint. Your store would be accessible to customers only at a certain time of day.

Digital Marketing
• Reduced Cost: Compared to traditional media a digital marketing solution will cost you peanuts. The only paid form of digital media is Pay per Click (PPC) which still costs you much lesser. Even here, you have to pay only for the result you get. No irrelevant costs are involved. Search engine optimization (SEO) and social media (SMM) are almost free.

• Great return on investment: As mention above every penny invested will give you a certain return. The customers will atleast visit your page. If not converted to an immediate lead, he could atleast be a potential lead in the future.

• Measurability: There are various tools available to measure every aspect of your campaign. For instance, the webmasters tool, Facebook/ LinkedIn insights etc. These will exactly provide the no. of visitors, conversion rate, no. of views and also their age, gender, location etc.

• Targeting: Due to the above mentioned tools available at our disposal (for free) our ads can also target a specific group of people depending upon the product. This is impossible in traditional marketing.

• Reach: Digital marketing can reach not only a town, city or country but can go worldwide. This extends your customer base, higher chances of sale and all of this keeping the cost in check.

All in all Digital marketing can earn you a place among the biggest of brands. Money is not a constraint for competition. Now you can compete with national or even international chains even if your office is based in a single room. Digital marketing is coming up as the most effective strategy.

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