Want to know what goes into a digital marketing plan?
Keep watching to find out.
Hi! I’m Keisha Mabry Haymore, a Grow with Google Digital Coach.
Today we’re going to talk about how to create a digital marketing plan for your business.
Before you make your digital marketing plan, it helps to take a good look at your brand.
Ask yourself what makes your brand unique,
what tone of voice you want to use, and what your core message is.
Your answers can help form a foundation for what you want your marketing to achieve.
Next, figure out what types of people you’re trying to sell to.
Consider demographics like age, gender, and location,
but also more subjective qualities like interests, attitudes, and opinions.
Think about the best places to reach your target audience online,
whether that’s social media, websites they like to visit, or keywords that they’re searching.
Next, decide what you want your digital marketing to accomplish.
For example, you may want to boost sales, improve brand awareness, or appeal to a new audience.
Think about what you need to do to make your goals a reality.
If you’re trying to appeal to a new audience, you might need to take new photos,
update your product descriptions, and create a new ad campaign.
Once your goals and actions are mapped out,
make sure your marketing channels are all updated and working at full capacity.
Start with your website’s user experience.
Think about your customers’ journey as they interact with your site.
Identify things you can do to improve,
whether it’s how you organize your products,
the information you give customers, or your checkout process.
Remember to make sure your website looks good on mobile devices —
tools like Google’s Mobile Friendly Test can help you check.
Using Google Analytics can tell you what keywords lead people to your site
so you can adjust your page titles and copy to feature these.
This search engine optimization, or SEO, will improve your organic search results.
If you have the budget,
you can use these same keywords to run search ads
that will help attract more site visitors.
A service like Google Ads can help you set a budget and figure out if search ads are right for you.
You can use social media to make posts, create conversations,
and reply to your audience’s comments and questions.
You might consider if social media ads and promoted posts are right for your business.
Before you run any ads, be sure to figure out what your ad will say,
who you’ll be targeting, what action you want people to take,
whether your ads will update and change, and how you’ll measure your results.
Think about if there’s content like blog posts or YouTube videos
that you could create to entertain or inform your target audience.
Decide who will create it, what they’ll create, where it’ll be posted, and how you’ll promote it.
With email marketing, you can promote your content, send a newsletter,
or release information about a sale or special offer.
Emails should always be useful, timely, or interesting, and should be sent at a regular pace.
You can use your other marketing channels to drive sign-ups for your email list
by offering exclusive deals and information.
The more your marketing channels work together, the better.
When updating and optimizing any channels,
think about how your audience moves from one to another,
for example from your social media page to your website.
If your business has a physical location or service area,
creating a Google Business Profile will help you show up on Google Search and Maps.
For more on that, check out our video “How to Get Found on Google Search and Maps.”
There, you can display your hours, share photos, let customers leave reviews, and more.
Finally, you’ll want to create a schedule of next steps and assign responsibilities.
Your schedule can include things like when you want to write and send certain emails,
when you want to make social media and blog posts,
and how often you need to monitor and adjust your ad buys.
Decide who on your team should be responsible for doing each step.
If you can’t run parts of your digital marketing internally but have the budget,
one option is to work with a digital marketing agency.
If you work with an agency,
you’ll need to teach them about your brand identity and goals
and work with them to establish your schedule
and the actions you want to take to grow your business.
For more information about identifying a target audience
and getting listed on Google Search and Maps,
be sure to tune in to our other videos and subscribe to our channel.
You can also keep learning on the go with the Google Primer app
or check out our Google Career Certificates for job-ready skills you can put to work.
See you next time!