Digital Marketing Strategy: How To Structure A Plan?

Digital Marketing Strategy: How To Structure A Plan?

Posted By Nitish Khanna | June 23, 2022 | No Comments | Digital Marketing
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A plan is the core of any strategy that governs business operations. The blueprint provides an insight into what is needed and how it can be achieved. Similarly, digital marketing also needs a plan that defines its strategies to help achieve business goals. Thus, marketing professionals prepare a digital marketing plan before designing any campaigns or working on tactics.

However, devising a plan is not an easy task. Most marketers in Gold Coast follow a step-by-step procedure that incorporates all the elements of digital marketing, ranging from SEO and SMM to PPC, content marketing and email marketing. The plan helps in streamlining various activities to create an integrated marketing plan that aids in attracting buyers. So, here is a rundown on a digital marketing plan.

What Is A Digital Marketing Plan?

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A digital marketing plan includes setting marketing goals for the business and defining the activities that will help in their achievement. The marketing goals are aligned with the business objectives and have a defined timeframe. It becomes easier for the team to work in tandem towards the goals while following the predefined roadmap.

The plan leaves no room for ambiguity or confusion and allows SEO consultants in Gold Coast to engage with customers and promote conversions without any challenges. It aids in understanding customer behaviour to tweak the campaigns and improve satisfaction levels. It ensures that the marketing budget is not wasted, and the entire organisation is on the same page about the marketing efforts. So, here is how it must be structured without missing any vital elements.

How to Structure a Digital Marketing Plan?

The digital marketing plan must contain initiatives that help to sway the customers and convert them. However, it must be done in a cohesive manner after analysing the current situation of the business. The flow of the plan is as follows:

1. Conduct a SWOT Analysis

SWOT analysis

The first step is to understand the current digital marketing efforts and their accomplishments. It involves determining the strengths, weaknesses, opportunities and threats in the digital marketplace and their impact on the business. For example, analysing the level of website traffic, bounce rate, conversions, click-through rates, page views, etc.

Also, assess how the customers are interacting with the brand and what is their perception of it. Do not forget to evaluate the digital presence of your competitors in the same space. Armed with this knowledge, you will be in a better position to set your goals based on your immediate needs.

2. Establish the Digital Marketing Goals

The next step is to set up SMART (Specific, Measurable, Attainable, Relevant and Timely) goals for digital marketing of the business. The idea is to put down concrete goals, such as increasing the conversion rate by 10% in the next quarter.

To attain the objective, you must identify the key performance indicators that will help you monitor and measure the performance. The goals must be based on historical data and situation analysis and should not be vague or unrealistic, such as increasing conversions.

3. Identify Your Target Buyer

Marketers create a buyer’s persona, which defines the perfect customer for their brand. It helps them to identify the customer base and acquire them through targeted messages that resonate with them. Thus, they need to research the target audience and identify their age group, gender, profession, education level, likes, dislikes, income, needs, desires, social media usage, and digital content consumption.

If the business has more than one product, they will have to define the buyer’s persona for every product line. It will help you to cater to their needs in the best possible way through the digital channels they visit.

4. Content Strategy

The content strategy will outline the type of content that will be used to attract the audience and how it will be published and promoted to get the desired result. It must define the channels that will be used to communicate the brand message and chalk out a marketing calendar to implement the plan.

The calendar will have a daily schedule for the marketing tactics that will be used consistently to position the brand in the market and make it appear valuable. Thus, the content strategy will decide what will be posted, where and when. After the publishing, the plan should provide details about promoting it on social media channels, website, etc.

5. Marketing Tactics

Besides content creation and promotion, the marketer must work on other techniques to build a 360-degree marketing strategy. It will include email marketing, social media marketing, search engine optimisation, online reputation management, paid advertising and more.

To work on a higher ranking, the SEO expert in Gold Coast must include keyword research into the marketing plan. The content becomes visible with keywords, and they should be utilised optimally to ensure relevancy and recognition from search engines. The keywords must be identified through tools and embedded in the content naturally to avoid stuffing.

6. Monitor the Performance

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The plan must include the key performance indicators that will help in assessing the performance of the campaigns and the marketing tactics. The marketer will analyse if the goals were met or not and how they managed to improve from their past efforts.

The analytics data provided by the different platforms and reports help in understanding the performance of the digital marketing strategy. It will allow you to identify the problem areas and adjust the plan accordingly.


Digital marketing strategy needs to be carefully planned to utilise technology for the advantage of the business. It is a fantastic tool to reach the audience with a customised marketing message that persuades them to act.