Digital marketing | A 3 Step Program
1 like326 views
The document outlines a strategic digital marketing plan that emphasizes the importance of online presence for businesses, including understanding customer behavior and increasing marketing budgets. It details three key steps for developing a successful digital marketing strategy: review, evaluate, and take action, encouraging businesses to analyze their current marketing efforts and set actionable goals. By following these steps, businesses can enhance their online visibility, engage customers more effectively, and ultimately grow their brand.
![88%of marketers indicate that
social media generates
exposure for their
businesses.2
Google receives over
57,000 searches per
second on any given day. 2
57K
of consumers who did
a local [online] search
visited a store within
five miles.2
72%
of consumers would
like to receive
promotional emails
from companies they
do business with at
least monthly.3
86%
LAURADUNKLEY.COM
√ Help your customers find you online.
√ Increase traffic to your website.
√ Build your digital brand.
Google processes more than 2 trillion, up from 1.2
trillions only four years earlier1, which means people
are looking for answers online more every year.
Google is now a primary resource for information; to
have conversations, check out reviews, answer
questions, and locate places to visit.
“Just Google it” is a common response to any
question.
3STEPS
STRATEGIC DIGITAL
MARKETING PLAN
1 http://searchengineland.com/google-now-handles-2-999-trillion-searches-per-year-250247
2 https://www.hubspot.com/marketing-statistics
3 Social Media Examiner - Industry Report, 2017
PAGE 2](https://image.slidesharecdn.com/digitalmarketing3stepprogramlauradunkleyv-170531194555/85/Digital-marketing-A-3-Step-Program-2-320.jpg)
Digital marketing | A 3 Step Program
- 1. LAURADUNKLEY.COM S.M.A.R.T. DIGITAL MARKETING ARE CUSTOMERS FINDING YOUR BUSINESS ONLINE??
- 2. 88%of marketers indicate that social media generates exposure for their businesses.2 Google receives over 57,000 searches per second on any given day. 2 57K of consumers who did a local [online] search visited a store within five miles.2 72% of consumers would like to receive promotional emails from companies they do business with at least monthly.3 86% LAURADUNKLEY.COM √ Help your customers find you online. √ Increase traffic to your website. √ Build your digital brand. Google processes more than 2 trillion, up from 1.2 trillions only four years earlier1, which means people are looking for answers online more every year. Google is now a primary resource for information; to have conversations, check out reviews, answer questions, and locate places to visit. “Just Google it” is a common response to any question. 3STEPS STRATEGIC DIGITAL MARKETING PLAN 1 http://searchengineland.com/google-now-handles-2-999-trillion-searches-per-year-250247 2 https://www.hubspot.com/marketing-statistics 3 Social Media Examiner - Industry Report, 2017 PAGE 2
- 3. LAURADUNKLEY.COM Businesses of all sizes are responding to the increasing preferences of the modern consumer to communicate online, by increasing their digital marketing budget. Digital marketing is for every business, in every industry. Even established businesses, where online marketing wasn’t a priority, realize now that there is value in building an online brand for their business. There are three key things to build a successful digital marketing strategy. 1. Review 2. Evaluate 3. Take Action 3 Steps | Strategic Digital Marketing Plan Small businesses spend approximately 10% of their annual revenue on marketing. Marketing leaders spent more on their websites, digital commerce and digital advertising than on other categories in 2016. Out of 14 categories of marketing activity, 65% of marketing leaders surveyed told us they plan to increase their spending on digital advertising. According to a Gartner CMO spending survey 2016-2017 http://www.gartner.com/smarterwithgartner/gartner-cmo-spend- survey-2016-2017-shows-marketing-budgets-continue-to-climb/ Tip: Don’t skip steps one and two! The information gathered during the first steps will inform the development of the strategic action plan. $ PAGE 3
- 4. LAURADUNKLEY.COM Get started by reviewing your current situation and where you want to go with your business. As a business owner, the review process can be done on your own or a brainstorming session with the team. Your management team can offer ideas, and offer them a chance to empower them to be part of the solution. Any market research data or customer feedback will be a valuable resource to inform the review process. 3 Steps | Strategic Digital Marketing Plan Tip: A communications consultant can offer value at this stage to help facilitate a brainstorming session, with yourself and/or your team. They will offer 3rd party insights, expertise, and help guide a purposeful discussion. PAGE 4 1STEP REVIEW • What are your business goals and vision? • What are the challenges? • What opportunities are available? • What is your target audience(s)? • What skills and resources are available to create and implement the marketing plan Questions to consider and lead the discussion
- 5. LAURADUNKLEY.COM Look at what your current marketing plan is and what you’ve accomplished to date. Reports that are important to this phase include, but are not limited to, website analytics, social media activity, paid online advertising, email campaigns, related traditional marketing data, sales, and store traffic. As part of this process, analyze the inputs/outputs/ outcomes of: • Materials - website and social media content (e.g. videos, blog, visuals), digital ads • Methods - social media, website, advertising • Messages - Do your brand, words, and other images resonate with your audience? 3 Steps | Strategic Digital Marketing Plan Make recommendations Through a comprehensive analysis of the information gathered so far, a consultant will offer expertise in the area of digital communication best practices, and make recommendations to inform the digital marketing plan so that it will be scalable, actionable and strategic. PAGE 5 2STEP EVALUATE • What is working? Why? • What’s not working? Why not? • Is your marketing, offline and online, working together? • What traditional marketing initiatives are being done? How can they support the digital marketing pan? Questions to consider
- 6. LAURADUNKLEY.COM Taking the analysis of the information gathered along with the recommendations to create an actionable strategic digital marketing plan. A digital marketing plan should include goals and specific objectives that support business goals, strategy overview that includes the ‘why’, how you will continue to evaluate the plan, who is your target audience, tactics that are actionable and will help you achieve your goals, a timeline, budget, and risks and assumptions. Make sure to also include an editorial calendar that includes relevant events, traditional marketing timelines, as well as materials and methods. a timeline with key milestone review dates, a budget, action items, and an editorial calendar. Next step is to make sure you have the right people in place to implement and manage the plan. 3 Steps | Strategic Digital Marketing Plan PAGE 6 3STEP TAKE ACTION • Goals & Objectives that support business goals • Strategy - the “Why” • Evaluation Methods • Target Audience Personas • Tactics • Timeline • Budget • Risks & Assumptions • Editorial Calendar A digital marketing plan should include: Most small businesses do not have a marketing director, so outsourcing to a consultant is an option. Hiring a consultant, you will have the advice and support of an experienced, senior-level marketing specialist without having to pay the full- time salary of one.
- 7. LAURADUNKLEY.COM Often businesses skip steps one and two and go right to the ‘doing’ part of the marketing plan. It takes time to get to this point. Reviewing your current situation and goals for the future will help target marketing initiatives to save money and get the best results. Successful digital marketing strategies are agile and able to respond to the changing needs of customers and technology. Businesses need to ensure they have the resources and skills in place to evaluate and make necessary changes. The strategy should be used as a guideline with a thorough review annually and milestone reviews every month. 3 Steps | Strategic Digital Marketing Plan PAGE 7 3 STEPS 1. REVIEW 2. EVALUATE 3. TAKE ACTION be discoverable, be engaged, watch your business grow! laura@lauradunkley.com 289.821.4651 lauradunkley.com @lauraldunkley linkedin.com/in/lauraldunkley email phone website twitter linkedin