Digital marketing Plan Market Analysis
Current Situation of the company
The first thing to do when considering a digital Marketing strategy and the development of the digital marketing plan of your company or brand, is to know what is the current and real situation of your company.
To do this we will divide our work into a SWOT analysis to know how to assess the true science where we are and that we can contribute to make us unique and/or different. An analysis of the Web Positioning of our site and a study of our presence in the social networks.
SWOT is the acronym for Weaknesses, Threats, Strengths and Opportunities. In the case of our company we must be able to clearly define these parameters because from here we will be able to lay the foundations of a winning strategy.
The SWOT is a key tool in a digital marketing plan, as it helps us to rethink the key factors each year.
In These cases it is relatively easy to know what are your strengths and weaknesses as your best no one will know that you are really good and that is what you are not so good at. Needless to say, this analysis will help you to strengthen those strengths. And, I wouldn’t say hiding the weaknesses, but if you at least avoid the first thing your potential customers see in you.
In the case of opportunities it is always more difficult to detect where they are produced and what you can do to take advantage of them.
Also threats have the disadvantage that at the enterprise level we associate threat with competition when on many occasions the threat can be even ourselves. If We do not know how to take the reins of our business or adapt to the changes that occur daily in the market.
The parameters concerning the Web positioning are important because they will tell us what is the level of visibility that our company has in the search engines (basically Google).
The most important ones you should analyze in the digital marketing plan are the following:
Number of monthly visits received by your website and/or blog
Amount of organic traffic
Key Words for which your prospects find you
Positions that these words occupy in Google
Quality and quantity of links (backlinks)
In Order To Analyze This data there are a large number of both payment and free tools.
In the case of traffic that your Web receives the best is to use the free tool Google Analytics. With This tool you will not only be able to know the amount of traffic you receive as a “rough” number but a whole series of data (sex and age of your visitors, countries of residence, pages where they land on your site…) that will allow you to do a good segmentation of Your audience.
The keywords for your visitors can also be studied for free with the Search Console (old Google webmaster Tools). With it you can know the position that your keywords are occupying in the Serp’s, the volume of prints and clicks that receive these keywrods as well as their CTR.
All this with the possibility of filtering by countries, by type of device and by dates among other options.
Finally, to analyze the quality and quantity of your links nothing better than to combine three payment tools such as Ahrefs, Majestic and SEMrush.
With Total Security Ahrefs is the best known tools of the three for the analysis of links because it has a huge database. Among the most important data offered is the detection of the new links your site receives. Those who lose and also allows you to compare your data with those of your competition. Something certainly will help you a lot in your SEO strategy.
Majestic meanwhile what it does is measure the quantity but above all the quality of the links through two metrics called Trust Flow and Citation Flow. Of course it also gives you information on all your links. But Those two metrics are unique to this tool and it makes it more interesting.
Finally, SEMrush is a perfect SEO tool to analyze the keywords you have positioned on the first and second page of Google and that are providing traffic. However, although less well known, there is also a functionality called backlinks. That Although it does not have a database as wide as Ahrefs or Majestic if it is a great tool to compare your backlinks with those of your competition.
Social network Presence
Today It is impossible to draw a good digital marketing strategy without thinking about our presence in social networks. That does not mean much less that we have to be in the 400 or 500 existing but quite the opposite. It’s about being present only in those social networks where your potential customers really are.
To Analyze the current situation of your company in social networks should take into account a number of important quantitative metrics, in this case focused on the 3 social networks that I consider most important:
Number of followers
I like it
Clicks on the links
Number of followers
Mentions and Answers (replies)
Number of followers
The qualitative metrics have more to do with the level of attraction or engagement that generates each publication in each one of the different social networks and is that not all the contents work equal in all the networks.
Once you collect all the data (SWOT, web positioning and social networks) it is time to start drawing conclusions maintaining those strategies that are working, forgetting those that do not provide anything positive and creating new strategies that can Give you first greater visibility and ultimately more conversion.
Who your company is headed To
Knowing the target your company is aimed at is essential to be able to focus your entire sales strategy on those people who are really interested in the possible purchase of your products or services.
In the previous point I have marked the number of followers as an important fact to take into account when analyzing the presence of your business in social networks. The number itself is fine but knowing if you are real followers and interested in your products or services is even better.
Knowing how your followers behave, what they like, the type of content they share in their social networks, which networks are more active or through which channels are more comfortable to contact you, you will know better how to cover their demands of maner As effective as possible.
Objectives of your plan
What are your business objectives? As I said above at the end it is about increasing conversions and therefore sales of your business. It Is clear that this is always the ultimate end of a company. The problem is that this goal is something abstract, because to get to it before you have to get other “small” goals.
Some of these objectives, for example, may be:
– Improve your brand image on social networks
– Increase sales through online channels by 5%
– Increase the number of followers on Twitter by 30%
– Increase by 20% the number of subscribers to the list of emailing
– Implementation of new services and/or products
– Improve customer service in social networks
– Increase The visibility of your website and/or blog in search engines [/box]
Strategies to implement
Once you have defined which are the objectives you want to achieve it is time to implement those strategies that are more convenient for you and your business.
This phase is key in the digital marketing plan 😉