Message in a Bottle


The Basics of Digital Marketing (2/4): How to Plan a Strategy

Publicado em: 12.03.2024

In the previous post, we mapped out the main basic concepts of digital marketing. Now we move on to the planning phase.

Planning a digital marketing strategy is essential for the success of any business. In this instalment, we’ll explore why planning is important, what tools are needed for planning and what the step-by-step process is for creating an effective strategy.

Why is planning important?
Planning is crucial for digital marketing because it helps you set clear goals, identify your target audience, determine the tactics to be implemented and establish a realistic timeline. In addition, planning makes it possible to anticipate challenges and ensure that resources are allocated correctly.

What tools are needed for good planning?
There are various tools available to help plan a digital marketing strategy. For an efficient and organised strategy, it’s important to master tools such as:

  • Spreadsheets to organise and track data and metrics.
  • Analysis tools to gain insights into website and content performance.
  • Keyword research tools to identify relevant keywords for the company or brand’s target audience.
  • Marketing automation platforms to automate and manage email marketing campaigns.
  • Social media monitoring tools to track and analyse social media performance.

The planning process
To create an effective digital marketing strategy, it’s important to follow a well-defined process. This process should include the following steps:

Define objectives: it’s important to determine what you want to achieve with your digital marketing strategy. The objectives could be, for example, to increase website traffic, generate leads, increase sales or strengthen brand awareness.

Know the target audience: identifying who a brand’s ideal customers are and understanding their needs, desires and behaviours is crucial to creating targeted and personalised messages.

Carry out a competitive analysis: mapping out competitors and identifying the digital marketing strategies they are implementing can provide valuable insights into what works well in the market. valuable insights into what works well in the sector in question.

Select marketing tactics: based on the objectives and knowledge of the brand’s target audience, it is essential to select the most appropriate digital marketing tactics to achieve the defined objectives. From the palette that digital marketing offers, we need to know which colours to choose for the landscape we want to compose – and this can include content marketing, SEO, social media, paid ads, among others.

Create an action plan: it’s important to develop a detailed plan that includes the specific tasks to be carried out, the resources needed, the timetable and the metrics to analyse.

Monitor and adjust: it’s not enough to move, you need to know you’re on the right track. This is done by regularly monitoring the performance of the digital marketing strategy and making the necessary adjustments.

This planning process provides brands with a solid foundation for creating an effective digital marketing strategy and achieving significant results in an increasingly competitive digital context. In our next post, we explore how to implement the digital marketing strategy we have planned.

Message in a Bottle specialises in developing and implementing digital marketing strategies aligned with each brand’s identity, priorities and objectives. We’re passionate about telling stories. Contact us.