The Importance Of A Digital Marketing Plan In A Business Plan

digital marketing plan when starting a business

A successful business requires great sacrifice in terms of time and other resources. Yet marketing occupies an integral part in the success of the business. Therefore, creating an effective marketing plan is essential.

All about the digital marketing plan

The problem is that digital marketing can be hard to understand. It takes a team of experts to formulate a marketing plan for an organization. Marketing plan almost never appears on the priority list of some organisations. Worse yet, the planning process can fail to be beneficial even with all the committed resources.

Failure to emphasise on digital marketing in a business can be disastrous. It has been found that businesses’ with effective digital marketing strategies in place make 2x revenues per employee than those without. Better yet, they are 2x more likely to grow than those without it. As a result, lack of plan and focus indicates a lack of strategy and coordination and, therefore, bad performance. So what is the secret to developing a function digital marketing plan for your business? The following is a 7 step guide on how to develop one: 

View it as a marketing system, not just a website

Do not think of your website as a stand-alone concept but, rather, a component of the larger digital marketing system. Creating a big website won’t impact the business remarkably but building an effective digital marketing systems will. But a system must be managed. So you will need to formulate goals and measure their progress periodically. As such, you’ll need to track the following metrics:

Google analytics active users traffic

Google Analytics can display the traffic performance of your site. Log in and see the number of your website’s visitors under the audience and “active users” section.


Traffic means nothing on its own unless you convert the visitors to contacts. That will generate relevant traffic to your site. Open the email marketing system and track your contacts from there.


You know you’re attracting the right kind of contacts and traffic when you convert contacts into customers. All metrics related to customers can be accessed via CRM or the accounting system.


Do you want to identify customers in need of additional support or those with the potential to refer new prospects? Don’t hesitate to implement the NPS (Net Promoter Score) survey.

If a business shows growth in all of the above 4 metrics, you know your digital marketing system is working well. 

Identify your “best customers” and shower them with right offers

A successful doesn’t target everyone. The first and vital part of creating an effective digital marketing plan is to focus on a group or few groups of people.

Think of your customers in the following ways:


Segmenting involves grouping your clients in term of demographics, behaviour, psychology, company-specific information, and even geography. A good should be large, grow fast, and have fewer competitors. A segment should be as profitable as possible nevertheless.


Personas are mainly fictional profiles a business makes for people. Hence they base how those people act, their goals, attitudes, skills, environment etc. Although it is a fictional picture of the audience, it speaks a lot about it.

A guide to creating a useful persona:

The life cycle

The lifecycle of your customer can greatly help with focus. A prospect client making initial contact with your business wants to learn more about your business. A long term customer may have diversified his interests. There ought to be right offers for correct groups of people.

Jobs that need to be done

“Jobs to be done” are the needs of the customers. There are only 2 such needs; the main job and the closely related jobs. You can easily group your clients based on their needs. 

Let the right people easily find you

In the world of digital marketing, the success of a business depends on how effectively web visitors are being converted into profitable clients. So a website has become an integral factor in turning visitors into clients. Hence, businesses are obliged to create robust traffic building systems to grow the traffic.

You must be part of the world of prospects to connect with the best of them.


It has always been said, doing business without advertising is like winking at a girl in the dark. A business must expose itself to the prospects.

Since most visitors on a website never convert, retargeting serves to pursue them with more ads to lure them back. Here are the secrets to a successful retargeting strategy:


Google Adwords can use the visitors’ credentials to expose them to more of your ads.

Paid ads appear in the search results made by your visitors. If your target keywords are set in a right way, the page’s SEO can as well improve.

Influencer marketing

Influencer marketing involves seeking the help of public figures and popular individuals on social networks to promote your products or services.

Email marketing

This can involve adding the emails left behind the visitors to your email list and reaching them out thereafter. Email marketing has the advantage of having a higher ROI.

Social Media

There is a strong chance both the unconverted and converted visitors uses social networks. Social media is an excellent avenue to post content and showcase the organization’s expertise to attract the prospects. 


The website as simple as possible

Visitors seldom read the website, they just scan it. And they make a decision on whether to engage the website further or stop seconds after opening it. For this reason, it is essential for the website to as simple and easy to use as possible. 

  1. Keep the visuals authentic
  2. Do not try unusual placements on your website
  3. Be cautious with design features
  4. Research your clients to know the best colouring options and image selections
  5. Use user stories, scenarios, and personas

Apply the right technology

The level of technology depends on the stage of maturity of the marketing program. Starter programs will require simple and low tools such as MailChimp while advanced programs will need more complex tools such as Hubspot. 

The growth goals: Set them SMART

SMART (Specific, Measurable, Attainable, Realistic, Time-bound) means that your goals should have set figures with their respective deadlines; should be tracked; must pass the reality check; and should have regular check-ins.

You need to be considerate of your customer’s experience in terms of awareness and engagement. Here at MediaOne, we provide effective spreadsheets that can you model the growth plan of your business. Please, contact us and get a baseline model tailor-made for your business. 

Don’t hesitate to seek help

Since planning can consume the big part of your time, it would be great to seek the assistance of digital marketing consultants to ease the workload. Also, do not take on the whole planning commitment at once. Start small with a prioritised plan and allow room for consistency and future improvement of the marketing system.

Author Bio

Tom Koh is the CEO of MediaOne, a leading Asia digital agency. He comes packed with 2 decades of international digital marketing experience. In his spare time of maybe 20 minutes a day, he loves coaching, blogging about all things digital and trying to figure out how to make his dog do the roll.

September 27, 2018

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