Digital Marketing Round-up: How to create your own digital marketing plan

Thank you to everyone that attended our most recent digital marketing workshop at the Clayton Hotel in Cardiff! As our last workshop of the year (and our busiest to date!) we thought it would be great to round-off a great year by guiding our attendees through creating a digital marketing plan for 2019 and beyond.
We’ve had some great discussions with some interesting companies during these interactive sessions, and we’ve loved having the opportunity to sit down with these businesses to share our knowledge on a range of topics including SEO (Search Engine Optimisation), social media, branding, paid advertising, and more. The Traffic Jam Media team can’t wait to see what the next year brings!
Our latest digital marketing workshop took place on Wednesday, 28th November and we discussed the fundamentals of putting together a business digital marketing plan. Missed the session? Check out our round-up of the key points below…

Top tips for creating a digital marketing plan

– To devise a marketing plan for 2019, you should begin by reviewing what you did in 2019. This involves the specific actions (such as running a PPC campaign or hosting an event), the amount you spent, and the results you achieved from these actions.
– Try to be as specific as possible by breaking this down by the channels you used as well as the activities you carried out – some examples include Facebook Ads and Google Ads.
– When it comes to deciding what you want to achieve in 2019, you should be setting objectives that are SMART. These goals will be Specific, Measurable, Attainable, Realistic and T
– An example of a SMART goal is “I want to have 100 more followers on Instagram by February”, rather than “I want more people to follow us on social media.”
– You need to be working out your CPA (Cost Per Acquisition) – this will tell you how much each lead costs, and how many leads and sales are needed to make a sale.
– When setting objectives for the new year, think about who within your business is going to do what and how you’re going to measure your results – this is so important as it ensures you get the most out your existing resource and lets you know if what you’re doing is actually working!

– A big part of this is identifying your target audience. Some things to think about are their age, location, interests, job title, the channels they use (e.g. Google and social media platforms.
– Consider the sales journey; are they likely to make a snap decision when purchasing? Will they need more convincing with the likes of Remarketing?
– Remember that different marketing channels work for different audiences, and you also need to take into consideration whether your business is B2B or B2C.
– The basics of PPC to keep in mind: 1. Know your CPA and lead to sale percentage, 2. Have your tracking in place, 3. Do keyword research to make sure you’re targeting the right ones, and 4. Make sure that your landing pages are relevant and simple to navigate.
– The basics of SEO to keep in mind: 1. Make sure you’re tracking everything (including backlinks and traffic), 2. Have a checklist of things to audit on your site when devising your SEO strategy, 3. Make sure you’re doing outreach to build links to your website, 4. Have a content calendar.
– The basics of social media to keep in mind: 1. Have a calendar with key dates that are relevant for you to post around, 2. It’s essential to put some money into social media with Remarketing ads and boosting posts, 3. Use scheduling software (such as Hootsuite or Buffer), 4. Don’t just post – devise campaigns so you have something to work towards.
– Make sure you think about the techniques and level of investment (in terms of both time and money) you’ll need for each of the above platforms.
– Don’t forget to think about your existing resource; the people within your business. Make sure you know how many members of your team will be involved and figure out a workflow so that you know who does what and who will have the final sign-off.
– Finally, figure out measurable stats and the key metrics to report back on. This will depend on the original goal, whether this be to generate a certain amount of sales or get a certain number of clicks on an advert you’re running.

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