Simplified Digital Marketing Plan

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digital marketing plan

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What is digital marketing?

Digital marketing is the key to reach right customer demographics at right time and right place with right sales pitch for your products/services on the right device through various online channels. The major components of digital marketing include SEO (Search Engine Optimization), Paid Advertising (PPC), Social Media Marketing, Email Marketing and Affiliate or Referral Marketing. The benchmark of an effective digital marketing campaign is the ROI (Return on Investment). While planning Digital Marketing strategy it is crucial to set up clear goals and estimate CPA (cost per acquisition) to achieve desired return on investment.
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Key Elements of Digital Marketing-

SEO (Search Engine Optimization)

Search Engine Optimization by definition means optimizing your website for the search engines like google, Bing or yahoo to achieve top rankings in search results (SERPs) for your website related keywords. SEO is the most cost effective technique to get large number of people to visit your website without spending money on PPC advertising. SEO has two components- On Site SEO and Off Site SEO.

On Site SEO-

Search engines like Google are all about user experience. Google wants to show it’s users the best possible search results for their queries. On Site SEO (also known as On Page SEO) is about optimizing all the elements on your website to help the website rank higher for desired keywords in the search results.  On page SEO is performed by enhancing the quality of content (remember content is the king), site structure and HTML codes on the website.

Off  Site SEO-

Once the On Site SEO is on place, the next focus should be on Off Site SEO (also known as Off Page SEO). The external signals from other websites, forums or social media platforms which help search engines determine the reliability, popularity, authority and relevance of your website comes under the preview of Off Page SEO. It is akin to getting recommendation letters for job.  By getting recommendation letters from reputable and authorative people in your industry, you improve the chance of getting hired. In the similar way getting relevant backlinks from trustworthy and authoritative websites increase the chance of getting the coveted top search result positions.

 Paid Advertising or Pay Per Click Advertising (PPC)

Paid advertising is the fastest way to gain a lot of traffic and leads. Google Adwords and Bing Ads are best for advertising the website products/services in various ad formats such as expanded text ads, product listing ads, display ads, image ads etc. on google and yahoo/bing network respectively.  Content and native ads platforms such as Taboola and outbrain are ideal for promoting articles and remarketing the products. Paid social media ads are preferred for building brand awareness and generating social signals for the website quickly.

Social Media Marketing

Social Media is vital for generating brand awareness and to connect with customers. Social media signals are also one of the ranking factors for search engines. When more and more number of people like, comment or share your content /website urls, the better the website ranks on search engines. Building and maintaining social media profiles on all major social media platforms such as twitter, facebook, LinkedIn, Instagram, Pinterest is best way to connect and promote your products/services to the targeted audience demographics.

Email Marketing

The first step in email marketing is to get the users to subscribe to your newsletters. Offering discount on first purchase or providing useful information in the form of white papers, e-books or buying guides are some of the popular techniques to encourage people to sign up for the newsletter. Personalized newsletters help build strong relationships and gain loyalty of the customers. Loyal customers respond positively to future promotions and upsell efforts. They are more likely to leave positive reviews and refer other people to the business.

Affiliate and Referral Marketing

The ecommerce marketplaces such as Amazon and eBay are the best places to sell your products and reach millions of people. If you have your own ecommerce website, it is still good idea to sell on ecommerce marketplaces to build brand visibility and gain customer trust. Depending on the type of product, you can get good traffic to your website from these ecommerce marketplaces. Creating an eBook and selling it on Amazon Kindle works well for blogs and service based websites.

Setting up affiliate or referral program for your website through ShareASale or Commission Junction can get you a lot of potential customers via affiliate links on different blogs and coupon websites. On the other hand if you are willing to be an affiliate for other websites you can earn commission for recommending the website to your visitors.

Referral programs such as refer-a-friend are designed to generate word of mouth publicity and incentivize users to tell more and more people about the business. When combined with social media, referral programs can generate more leads and sales than any other marketing program.