8 Major Considerations For Digital Marketing Planning
After you might have identified your target audience and develop the messages that will be used to trap your target audience, it is high time that you start proper planning of your digital marketing strategy. In this article, we want to look at eight major factors to consider when you are doing your digital marketing planning. Follow me as we look at that together in this article.
One thing about planning is that it sets time-bound action for your digital marketing planning. The planning strategy is paramount when you are considering content, creatives and optimization strategies for your project. That is why you have to take time to develop content for your strategy. It will answer questions such as: Why are you putting together this campaign? Who are we talking to? Where are we talking? What are we promoting? How do you win?
The main considerations listed below will help you grasp most of the important information needed to take direction:
#1 Marketing trends
Before you decide on what you needed to create in order to engage your audience, you have to consider the market direction for your product. You must consider the channels that others are using to sell their products and services. You have to look at how your competitors are using these channels. You must consider how you can be better in terms of platform usage. The market trend will also influence your channel adoption in order to achieve the desired results.
#2 Product value propositions
In my previous article, I have talked about the concept of a value proposition. I discussed it in that article that you have to let your users know that you have what it takes to solve their problems. It is not possible for you to solve everyone’s problem. You have to choose the people that you wanted to serve and make sure that you are serving them in the right way. You need to plan how you are going to serve your audience in a way that you will be able to raise the exit barriers for them.
#3 Target audience as part of considerations for digital marketing planning
One other major step that you need to take is to define your target audience. You need to know that those that really need your service., Knowing your target audience will allow you to know those that you really need to target. It will assist you in knowing where your target audience can be found and what you need to do to drive them to your buyer’s journey.
#4 Goals as part of considerations for digital marketing planning
One other step to take when planning your digital marketing strategy is to set your goals. You have to really know what you want to achieve before you even commence your campaigns. If you want to run a Facebook campaign, for example, you have to define your goals. You must know whether the purpose of your campaign is to get more likes or to get people to visit your online store.
There is a need for you to define your touchpoints. You must know the channels that your audience is really using. When you identify the channels, you have to plan what you want to achieve from those channels. It is not compulsory that you must be available on all channels. You only need to choose the channels that you can manage, where your audience are present and plan on how to penetrate those channels effectively,
#6 Budget as part of considerations for digital marketing planning
Another major step that you need to do is to plan your budget. You need to know the list of channels that you are planning to explore. You also need to determine how much you are planning to invest in all the channels that you want to explore. Your plan must also include how much you are going to invest in all the stages of the buyer’s journey. Having an idea of your budget will also allow you to set your key success factors in a way that it is more realistic to explore.
There is a need for you to set up a timeframe at which you want to attain your goals. You may also need to divide the goals into timelines. You can have short, medium and long term goals that you are planning to achieve. There is a need to spend more time on awareness goals. The mistake most organizations are making is that they do not always take time to create familiarity with their audience. Most people only think of social media ads when they have products to sell. If you come across two Facebook ads advertising a product. You might likely go for the brand that you already know their track record than a brand that does not ring a bell.
#8 Creative execution
Above all, you need to plan on how you are going to execute your creatives. You have to decide on how you are going to create the contents that will be pushed out to your target audience. You must decide on whether the contents will be created in-house or through an agency. This might be dependent on the budget that you have for your campaign. All these must be decided before you actually kick off your campaign.
When you are planning your digital marketing strategies, you need to divide it into three parts: the What, Who, and How?
- What: This encompasses what you are solving, what the product is solving, and what you are trying to achieve
- Who: This encompasses the audience who you are talking to, who they are and how they influence the touchpoint and creative decisions.
- How: This encompasses the practical means necessary to achieve the goal and integrate the strategy, i.e. how will you push your strategy?
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