KPIs (key performance indicators) are a series of metrics that let us measure the achievement of established goals.
Having a good digital marketing plan is fundamental for your business, presenting itself as an indispensable requirement in which all the goals you aim to achieve will be gathered, as well as the strategies you'll follow to reach them.
Having a professional digital marketing plan will bring you a great competitive advantage when managing your projects, offering you the opportunity to coordinate and organize your work in a much simpler and more efficient way.
At Elevam we know this; that's why we wanted to prepare a post where we'll give you the KPIs to build a professional, quality digital marketing plan for your business, which will become one of your best allies for improving results and reaching your target audience.
How to make a professional digital marketing plan step by step
Analyze the market situation
First of all, the first thing you must do is a complete analysis of the current market situation, paying special attention to your competitors and where your company stands.
One of the most common mistakes in online businesses when opening a business is offering a service or a series of products the public doesn't really need, which in most cases leads to almost certain failure. This is discovered after analyzing the market.
It's important to make sure what you're going to offer is of interest, has demand and can really be helpful. Then, you'll have to strive to be the best and make customers take you as the first option.
SWOT analysis
A SWOT analysis will let you know the current situation your business is in. You'll be able to know your company's strengths and weaknesses, and identify opportunities and threats externally:
- Weaknesses: weak points (lack of knowledge, little time in the sector, etc.).
- Threats: possible threats that may arrive from your environment.
- Strengths: your business's strong points (experience, professionalism, price, etc.).
- Opportunities: trends.
Briefing
After analyzing the market, the next step will be to do a briefing that helps you clarify ideas and design the plan you're about to draw up. In this phase you should set yourself a series of (realistic) goals to achieve, and try to collect as much information as possible.
It's important that the goals set are specific, measurable, achievable, relevant and time-bound.
Analyze your business
If you're starting an online business from scratch, take advantage to start off on the right foot. If on the other hand your business already has a track record, it's important that you analyze how it's doing and think of different actions that can improve it.
There are seven points to which you'll have to pay more attention during the analysis:
- Website: assess whether the web design, platform or architecture of your website is the most appropriate.
- Blog: plays a fundamental role in any digital strategy; that's why it's important it's updated enough and offers quality content. It's advisable to create an editorial calendar.
- SEO positioning: SEO will help you appear in Google's most privileged positions, so it plays a very important role.
- Social Networks: check that social networks are updated daily and that the content shared is high quality, since it will help you get greater participation from people.
- Email Marketing: review the number of subscribers, mail open rate and click-through rate.
- Digital advertising: digital advertising will help you achieve your goals. Bet on it and review the metrics.
- Web analytics: pay attention to the number of visits, the most visited pages of your website, the number of conversions, time on site, etc.
Strategies and tactics
Once the market situation is analyzed, the briefing is done and the state your business is in has been reviewed, it's time to define the strategies and tactics you'll follow. This is possibly the most important point, since it will show itself as the roadmap that will mark your path.
The strategies and tactics you follow must revolve around the goals set. Below we show you a series of actions to perform to achieve a series of basic goals for any digital company.
- Create a corporate blog.
- Publish related content and optimize it.
- Update old content.
Increase the number of leads
- Design an attractive, useful and accessible landing.
- Create video tutorials, webinars, ebooks, etc.
Reduce the number of cart abandonments
- Improve user experience.
- Reduce the number of steps necessary to formalize the purchase.
- Create a simple and attractive order form.
Improve company awareness
- Increase presence on social networks.
- Share useful and interesting content.
Actions to perform
It won't help to create tactics and strategies if they're not accompanied by a series of actions to perform. Once you've thought about and defined the actions you'll have to perform, you should be able to answer these questions:
- What do I have to say?
- To whom do I have to say it?
- Why do I have to say it?
- When do I have to say it?
- How should I say it?
- How many times do I have to say it?
If you've been able to answer these questions, everything will point to your marketing plan going on the right track. If on the contrary you haven't found an answer to any of them, you should go back and restructure your plan.
The importance of measuring
Measurements will play a leading role in your digital marketing plan, since they'll help you know whether the actions being performed are offering you the expected results or not. If you don't measure, you won't know whether the investment made is being profitable or not.
Related reading
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If you want to apply this in your company with a team that combines technical SEO, GEO and paid acquisition measured against the income statement, request a no-commitment audit. You can also check real case studies or read the public GEO baselines that Elevam Labs publishes every quarter.
