How to make a digital marketing plan
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Have you ever wondered how some companies dominate the digital environment while others lag behind? The secret lies in a well-structured digital marketing plan.

In this article, we will demystify the process of creating a digital marketing plan, helping you understand each step and the importance of each one.

What is a digital marketing plan?

A digital marketing plan is a strategic guide that details the objectives, tactics and actions necessary to promote a business in the digital environment. It serves as a guide, helping to align all of a company's online marketing efforts with its business goals.

A well-designed digital marketing plan can help you:

  • Increase your brand awareness: Make your brand better known and visible to your target audience.
  • Generate leads and sales: Attract new customers and increase your sales.
  • Build customer loyalty: Build lasting relationships with your customers and encourage them to buy from you again.
  • Improve ROI (Return on Investment): Get the maximum return on your investment in digital marketing.

Importance of a digital marketing plan

Without a digital marketing plan, your online actions can become disjointed and ineffective. A well-designed plan helps to:

  • Align marketing efforts with business objectives.
  • Focus your efforts, directing your resources to the activities that are most likely to generate results.
  • Maximize ROI (return on investment).
  • Understand the target audience and create more effective campaigns.
  • Analyze and adjust strategies based on real data.
  • Avoid making common mistakes that can cost you dearly.

Step by step to create a digital marketing plan

Market research and analysis

It all starts with detailed research. Analyze the market, study your target audience and your competitors. Use tools like Google Analytics, SEMrush, and market research to get accurate data. Identify trends, demands and gaps that your company can fill.

Setting SMART Goals

If you don't know where you're going, any path will do. Therefore, defining clear and measurable objectives is the basis of a good digital marketing plan.

You SMART goals they are specific, measurable, attainable, relevant and time-bound. This means they must be clear, concrete and easy to measure.

Additionally, you must also be sure that your goals are realistic and achievable based on your resources and budget. Finally, you must set a deadline for achieving each of your goals.

Likewise, your digital marketing goals should be aligned with your company's overall strategy. What does your company want to achieve in the coming years? How can digital marketing help achieve these goals?

Consider the following factors:

  • Your target audience: Who do you want to reach with your online marketing?
  • Your products or services: What are you selling?
  • Your competition: Who are your main competitors?
  • Your budget: How much do you have to spend on digital marketing?
  • Your resources: What resources do you have available, such as time, personnel and expertise?

Examples of digital marketing objectives

Some examples of digital marketing objectives you can set for your company:

  • Increase brand awareness in 20% next year.
  • Generate 1,000 new leads per month.
  • Increase online sales by 15% this quarter.
  • Improve website conversion rate in 2%.
  • Increase social media engagement on 10%.

Target audience identification

After defining your objectives, the next step is to know your target audience. Who are the people you want to reach with your online marketing? What are your needs, wants and interests?

Creating detailed personas

One way to get to know your target audience better is to create personas. Personas are fictional representations of your ideal customers. They should be based on research and real data about your target audience.

When creating personas, you must consider several factors, such as demographic data (age, gender, location, income, education, etc.), interests, values, lifestyle, personality and online behavior – how they use the internet, which websites and social networks visit, etc.

Understanding your audience’s needs and wants

It's important to understand your target audience's needs and wants so you can create content and marketing campaigns that are relevant to them. What motivates them? What are your biggest challenges? What are your dreams and aspirations?

Researching and mapping your target audience

There are several ways to research and map your target audience. So, you can conduct online surveys, interview customers, analyze data from your website and social networks, or use target audience analysis tools.

So, by researching and mapping your target audience, you can gain valuable understanding of who they are and what motivates them. This information can help you create more targeted and effective marketing.

Competition Analysis

Knowing what your competitors are doing can offer insights valuable and help you differentiate your brand. What good are they doing? What are they doing wrong? How can you differentiate yourself from them?

Therefore, you must analyze your websites, social networks, marketing campaigns and content. It’s a way to identify opportunities to differentiate yourself from them and improve your own marketing.

Choosing marketing strategies

With the objectives clear, it is time to define the strategies that will be used. This may include SEO, content marketing, paid advertising, social media marketing, among others.

Choosing the right tools

There are many digital marketing tools available in the market. Therefore, it is important to choose the right tools for your needs and budget.

SEO Tools and Keyword Analysis

SEO tools can help you improve your website's ranking in search results. Therefore, keyword analysis tools can help you identify the keywords your target audience is searching for online.

Content marketing and social media management tools

To work the content marketing A CMS (Content Management System) is required, such as WordPress, which can help you create and publish high-quality content. Additionally, social media management tools can help you manage your social media accounts and connect with your audience.

Marketing automation and email marketing tools

Marketing automation tools can help you automate marketing tasks like sending emails and managing leads. Platforms like HubSpot e RD Station They can help a lot with your digital marketing planning.

Data analysis and reporting tools

Analyzing data is essential in any digital marketing project. This way, you can track your progress and measure the ROI of your marketing campaigns, creating personalized reports that you can use to make informed decisions.

Consider the following factors when choosing your tools:

  • What are your specific marketing needs?
  • How much do you have to spend on tools?
  • Do you have enough technical knowledge to use the tools?
  • Does the tool offer good customer support?

Some popular digital marketing tools include:

Preparation of the schedule

A good plan needs a detailed timeline. Set dates for each action and campaign, ensuring that all activities are aligned.

Definition of KPIs and Metrics

You KPIs (Key Performance Indicators) are essential metrics for evaluating the success of your campaigns. Examples include conversion rate, cost per lead, and social media engagement.

Setting your budget

How much should you invest in digital marketing? The answer depends on several factors, such as your size, industry and goals.

However, as a general rule, you should set aside 5% to 10% of your income for digital marketing.

When setting your budget, it's important to consider the following factors:

  • Your goals: How much do you want to spend to achieve your marketing goals?
  • Your target audience: How much will it cost to reach your target audience?
  • Your competitors: How much are your competitors spending on digital marketing?
  • Your ROI: What is the expected ROI from your digital marketing campaigns?

It's important to track your ROI so you can see if your digital marketing investments are paying off.

Some tips for setting your digital marketing budget:

  • Start small: You can always increase your budget later if necessary.
  • Focus on a Few Tactics: It is better to focus on a few tactics and do them well than to try to do many things mediocrely.
  • Be flexible: Your budget may need to change based on your results.

Creating your action plan

Now it's time to put the plan into action. Make sure everyone involved knows their responsibilities and closely monitors the execution of strategies.

Your action plan should include:

  • A list of the actions you will take.
  • A schedule for each action.
  • One responsible for each action.
  • A budget for each action.

It's important to be specific and realistic when creating your action plan. You should also monitor your progress and make adjustments as needed.

Some tips for creating your digital marketing action plan:

  • Start with your goals in mind: What do you want to achieve with your digital marketing?
  • Break your goals into smaller steps: This will make your goals more manageable and easier to achieve.
  • Prioritize your actions: Which actions are most important to achieving your goals?
  • Assign responsibilities: Who will be responsible for each action?
  • Set deadlines: When should each action be completed?
  • Allocate resources: How much money and time do you have for each action?
  • Monitor your progress: How are you doing against your plan?

Monitoring and analyzing results

The work doesn't end with implementation. It's important to monitor and analyze your results so you can see what's working and what's not. This will help you fine-tune your strategies and get the most return on your investment.

There are many different KPIs (Key Performance Indicators) you can monitor, including:

  • Website Traffic: The amount of traffic your website is receiving.
  • Leads: The number of leads you are generating.
  • Sales: The amount of sales you are making.
  • ROI (Return on Investment): The return you are getting from your investment in digital marketing.

Content is king: the importance of content marketing

Content marketing is one of the best ways to attract and convert leads. It involves creating and publishing high-quality content that is relevant to your target audience.

High-quality content can:

  • Increase your brand awareness, making your brand better known and visible to your target audience.
  • Attract new customers and increase your sales.
  • Build lasting relationships with your customers and encourage them to buy from you again.
  • Improve your website's SEO, helping it rank higher in search results.

When creating marketing content, it's important to consider the following factors:

  1. What type of content is your target audience interested in?
  2. What do you want to achieve with your content?
  3. How much do you have to spend on content creation?
  4. How much time and staff do you have to create content?

There are many different types of marketing content you can create, including:

  • Blog Articles: Informative and helpful articles on topics related to your industry.
  • E-books: Detailed and informative guides on specific topics.
  • Infographics: Visual representations of data and information.
  • Videos: Informative and engaging videos on topics related to your industry.
  • Webinars: Live online presentations on topics related to your industry.

Don't forget, it's important to promote your content across your marketing channels, like your website, social media, and email marketing.

The power of social networks

To the social media are a great way to connect with your target audience and build relationships with them. You can use social media to:

  • Share your marketing content with your target audience on social media.
  • Respond to comments and questions from your followers on social media, increasing engagement and building customer loyalty.
  • Advertise your products or services to your target audience on social media.
  • Build relationships with your customers and industry influencers on social media.

It's important to choose the right social media platforms for your target audience. Additionally, you must also create an effective social media strategy that includes creating engaging content, posting regularly, and engaging with your audience.

Paid media: boosting your results

A paid media it can be a great way to boost your digital marketing results. It allows you to reach a wider audience and target your ads to people who are most likely to be interested in your products or services.

There are two main types of paid advertising:

  • Search engine advertising (WITHOUT): Search engine advertising allows you to advertise your products or services in search results. So, when someone searches for a keyword related to your business, your ad can appear at the top or side of the search results page.
  • Social Media Advertising: Social media advertising enables you to advertise your products or services on social media platforms like Facebook, Instagram, and Twitter. This way, you can target your ads to people based on their demographics, interests, and online behavior.

E-mail marketing: lead nurturing and customer loyalty

Email marketing is a great way to nurture leads and build customer loyalty. It allows you to communicate directly with your target audience and send them relevant, personalized content.

Email marketing can be used to:

  • Nurture leads: Send informative and helpful emails to leads who are not yet ready to buy, getting them to drop off your site. marketing and sales funnel.
  • Build customer loyalty: Send emails to existing customers to keep them engaged and encourage them to buy again.
  • Promote products or services: Send emails to your customers about new products or services.

Some tips for building a high-quality email list:

  • Offer something of value in exchange for their email address: Offer a free ebook, discount, or other incentive in exchange for your customer's email address.
  • Add signup forms to your website: Add signup forms to your website so people can sign up for your email list.
  • Promote your email list on social media: Promote your email list on your social media and other marketing channels.

Some tips for creating effective email marketing campaigns:

  • Segment your audience so you can send relevant emails to each group of people.
  • Your email subject line is the first thing your subscribers will see, so make sure it's eye-catching and makes them want to open the email.
  • Use clear, concise language in your emails and get straight to the point.
  • Include an attention-grabbing phrase in your email that tells your subscriber what you want them to do.
  • Monitor your results so you can see what's working and what's not.

Common mistakes and how to avoid them

Lack of planning

Many businesses fail because they don't devote enough time to planning. So make sure you have a detailed plan before you start.

Unrealistic goals

Setting unattainable goals can demotivate your team. Therefore, be realistic and base your goals on concrete data.

Ignore the target audience

Your campaigns should be centered on your target audience. So, research and understand your needs and preferences.

Do not measure results

Without tracking results, you won't know if your strategies are working. Therefore, use KPIs to monitor and adjust your actions.

Success stories

Vero Contents has several success stories, where the common point has always been planning. Check out!


A well-designed digital marketing plan can help you achieve your online marketing goals and increase the success of your business.

Remember that digital marketing is an ongoing process. You need to be constantly monitoring your results, adjusting your strategies, and testing new ideas to get the best results.

With hard work and dedication, you can use digital marketing to achieve your business goals and grow your business.

If you need an agency with experience and success in digital marketing planning, contact our team, we can help you achieve the much-desired success in the virtual world!

Image: Freepik

How to make a digital marketing plan