6 Steps to a New Marketing Plan

Erik Cochran

Erik Cochran

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A digital marketing strategy framework can help you shape the way forward.

You know you need a fresh approach to your company’s digital marketing because the numbers tell you so: Lead generation is weak, the conversion rate is low, and visitors to your website tend to leave promptly, never to return. But how do you come with a turnaround plan that will deliver not just business growth but buy-in from your organization so you can get the budget and resources you need?

One of the best ways to create confidence and purpose with your digital marketing plan is to create a step-by-step framework. When clients begin working with us, they often want to know how the process works: How do we get started? What’s the typical workflow? Here are some key steps to keep in mind.

  1. Start with a fresh look at your current digital marketing status. It’s hard to get a sense of where you’re going without a sense of where you are. One way to do this is a brand audit, which can give you a snapshot of your brand and point to opportunities with your audience. Many of our clients find brand audits to be a useful starting point, but no matter how you start, be sure to define a clear set of goals that represent what’s missing from your current strategy.

  2. Create a digital marketing roadmap. Now that you know what’s missing from your current strategy, begin to set up the tent poles for your new one. Revisit your naming, identity, positioning, brand voice, and most important, the customer experience. One way we like to help clients discover these is to survey the competitive landscape and also identify relevant role-model brands that can inspire new ideas.

  3. Craft your message. Without a clear idea of what you want to convey, nothing you publish will truly reach your audience. Define which digital channels you want to use (websites, social media, Intranet) and what messages you want your audience to take away from each one, identifying sub-audiences if necessary, such as investors and employees.

  4. Identify opportunities to simplify. Creating a confident, consistent expression of your digital marketing strategy is much easier when you keep your goals and messages simple. The idea here is to provide greater clarity, transparency, and utility to customers and stakeholders while creating confidence in the direction brand is going.

  5. Build a toolkit of assets. Once you’ve done the work to set up your digital ecosystem, it’s time to invite people in. Populate your digital arena with content that connects emotionally, creates advocacy, builds awareness, and invites transactions. The content should entertain, inspire, educate, and convince. For inspiration, check out how the technology company Silver Peak positioned itself for the next chapter by refreshing its brand.

  6. Think long-term. Envision the point where you have a strong digital foundation and you’re gaining traction with your audience. You’re seeing results and feeling good—but that also means you’re just getting started. Identify digital marketing opportunities by audience and create a plan to engage with them regularly. If you do it right, you’ll be building relationships that serve your business far beyond the initial sale.

Shopping for a digital marketing agency? Molly Duggan Associates can give you the expertise and resources you need to build effective branding and marketing strategies. 

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