Digital Marketing Planning for Small Businesses
In this article we will explore why the entrepreneur must understand the concept of Digital Marketing Planning and how to apply it in practice in your company.
Let us be very honest. The entrepreneur’s life is not easy . In addition to developing the product or service, worry about sales, dealing with people, ensure the financial area, collect taxes, pay attention to competitors, market trends and still have to take care of marketing is not easy. Even more for the small entrepreneur.
Because of all these activities is very common that this entrepreneur has some activities in Digital Marketing, but without proper planning can guide the entire process . It is the famous “extinguishes fire.”The entrepreneur knows they need to do their homework: Having a functional and attractive website appear on Google for your main keywords, be in social media, among other activities. However, the truth is that rarely, he can tell a consistent digital marketing plan that will guide all activities in this area. We see it happen every day.
And what are the main consequences of this attitude?
In our experience it is very clear that the entrepreneur does not bother to hold a Digital Marketing Planning has just subaproveitando market opportunities . In practice, this means that the company could be selling more, relating to new customers, increasing its staff, expanding to new markets, etc. It could, but it is not.
One of the main benefits of a Digital Marketing Planning is to require the professionals of the company (and the partners who support, if necessary) reflect and create strategies for business growth , be it in terms of lead growth, sale products, increases in advertising revenues, etc. This year alone, it is very powerful and enlightening, as it usually brings new insights and new approaches to solving problems and exploiting new opportunities.
Basic Structure of a Digital Marketing Planning
The basic structure of a digital marketing actions Planning basically consists of three main stages, the first of which it is conducting a diagnosis of the current situation of the company. And what does it mean? I mean we need to understand how it is configured our sales funnel and your conversion rates.
1) Sales Funnel
The sales funnel is a very simple concept to understand. Let’s imagine a service company. In this case, we identified four stages in the funnel, as follows: Visitors | Leads | opportunities | Customers
We call funnel precisely because users will decrease along the way. We have many visitors to generate some leads, which, in turn, generate some opportunities, and finally few customers (compared to the first stage of the funnel).
With an established funnel, you can know your conversion rates (in percentage) in each of the steps.That is, all users who have visited my site, how many became leads? And of all the leads generated, how many have become a business opportunity? And the opportunities, how many become customers?
Understanding these numbers the sales funnel is essential so that you have a current photograph of your business and where you want to reach. Only then can set new growth targets, otherwise it is very difficult to predict and are over-drawing hypothetical scenarios often difficult to hit.
And if you do not measure these numbers? Then it’s time to review your processes and start measuring them already, so in the coming months can get an overview of your sales funnel.
Once you know the numbers of your funnel, go to step to trace goals. You need to set a goal that is challenging and at the same time, feasible to achieve. It does not help draw unrealistic goals that only serve to demotivate your team. But how to get that goal? Unbeknownst to the sales funnel and a reliable history is really difficult to reach that goal. However, when we have a funnel that works and is relatively predictable rates over time, we project a growth that is challenging current levels of the company without being unrealistic.
And what a goal for my business?
If your business is a service business, as well as most who serve here in Mirago, one of its main goals for sure will generate qualified leads for your business. If your company is in the early stages, your goal will be to start generating leads and if the business is in a more advanced stage, the objective is related to optimization in how these leads are drawn in all stages of the funnel.
3) Action Plan and Implementation Schedule
Once defined WHERE the company wants to reach at this stage we set the AS .
At this stage it is important to define which activities and projects will be developed, the budget will be allocated, responsible, timely implementation. Nothing too complicated, in fact, the idea is to be very simple. Who does what, by when, with that money. A free software that can help you here is the Asana .This is a simple project manager you can prepare your planning with your team.
If your company is already more mature in relation to Digital Marketing and implements actions of Inbound Marketing, for example, at this stage you and your team are set to increase the number of qualified leads by company type of Persona. What new materials will create for each of them? What nutrition flows should be created? What types of new content on the Blog? And so on.
The goal is that at the end of the planned steps, you have a schedule with all actions , responsible and implementation deadlines and will be shared with the entire team. Even if your staff is reduced, the famous “euquipe” will be very important to follow all these steps to organize the implementation of actions.
Within one Planning
From our experience and the very nature of this market it does not make sense to create greater planning than 18 months. This is because it is difficult to predict how the market will be after this time (in terms of technology, new platforms, competition, etc.). Usually we create a 12 – month plan for customers. This is a period that we consider ideal in that you can run a plan to achieve consistent results.
Metrics and Route Fixes
An important note: Do not mean you and your team created a 12 – month plan that will only monitor the results at the end of last month. It is very important that you check periodically (monthly or at most quarterly basis) as is the progress of the Digital Marketing Planning stroke. This is because it is common that changes occur during the course not initially foreseen. Some adjustments may be necessary in terms of time, and investment priorities. So it is always important to keep a close eye to the Planning several times a year.
And you? How has handled the Digital Marketing Planning in your company? Are you worried about that or only has “erased fire” lately?
I hope this article has helped you to think about it.