Why is a Digital Marketing Plan Important for your Business?

To understand how important digital marketing is for businesses, we need to look at consumer behavior –  A recent study by Oberlo reveals that more than 2.1 billion people around the world made purchases online in 2020.

Shoppers flocking online is a prime reason why businesses need to be investing in digital marketing to stay competitive. However, you don’t have to have an eCommerce business to need digital marketing strategies in 2021.

Everyone from small businesses to global companies need to be visible online. Being where and when your customers are searching for you can mean the difference between winning or losing the sale.

"Mediocre marketers think in terms of campaigns. Great marketers think in terms of growth frameworks."  – Neil Patel

Whether it’s a brand or product, customers are using the internet and smart devices all day, everyday to help them make purchasing decisions.

How to Write a Digital Marketing Plan

Step 1: Start with a SWOT Analysis

By SWOT analysis or SWOT matrix, we mean the process of identifying your company’s strengths, weaknesses, opportunities and threats. This is the first step in developing an effective digital marketing strategy.

Think of this step as the cornerstone for the entire plan. The SWOT is an important situational analysis that considers any internal factors (strengths and weaknesses) and external factors (opportunities and threats).

Step 2: Set your Goals & Objectives

While your goal may be to make more sales, to get there you may need to increase product or brand awareness amongst your target market, or increase purchasing intent. These objectives will guide the types of digital marketing you do. Think carefully about where you want to get to (goals) and what it is that you need to achieve or change to get there (objectives).

Step 3: Create your Buyer Persona

There’s no success in marketing without customers, so if you want your digital marketing plan to work, you should have a clear picture of who your customer is, what they like and how they behave. That’s why marketers recommend creating what’s called buyer personas.

Learn More: How to write a digital marketing plan in 6 steps

About the author, Melissa How founded Marketing Wise in 2010 to demystify digital marketing and support businesses in their digital transformation journeys.  She is also Founder and Director of The Cocktail Shop, Australia’s fastest growing cocktail eCommerce business.

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