The objectives are the scale by which we will measure the success or failure of our digital marketing. In order not to give ourselves a bump, I always recommend that we focus on the SMART acronym:
- Specific (specific) : the objectives must be detailed and concrete. Try to answer the basic questions of what, who, where, when, how and why.
- Measurable (measurable) : if we cannot concretely measure an objective, it will be impossible to know if we have achieved it. Therefore, you must think about what KPIs you will use and how you will define success.
- Achievable (attainable) : the little or too ambitious objectives do not serve us.
- Realistic (realistic) : that is, it takes into account our resources and previous achievements.
- Time-bound : Finally, we will have to specify a deadline for our objective, in which we will establish a control to see if it has been met or not and why. It can be helpful to break an overall goal into smaller goals, so that we can correct course as we go.
Starting from this base, the specific objectives will depend on each brand and its situation. As is logical, we can include several objectives in our plan, but always looking for them to complement each other and not be incompatible with each other. Here are some examples of common objectives of a digital marketing plan:
- Reach new markets, either by location or by type of audience.
- Launch a new product or service.
- Improve return on investment (ROI).
- Expand the market share with respect to the competition.
- Increase the profits of the company.
- Optimize the conversion funnel.
- Attract new customers.
- Loyalty existing customers.
- Increase sales.
3) Buyer persona
The buyer persona is a portrait of our ideal client , which helps Laos Email Lists us to focus our offer of products and services and guide all the segmentation of the brand. Sometimes it may be necessary to define more than one profile, if we have product lines for different types of users.
A buyer persona should include:
- Demographic information: age, gender, occupation, income level, place of residence…
- The online and work behavior of the user.
- What is your current relationship with our brand.
- What are their aspirations and needs in relation to our brand.
4) Content plan
What type of content we are going to create throughout the period to which the plan refers and how we are going to distribute it among our target. Here we can define different formats and create a content calendar to help us in planning.
When planning the content, my recommendation is that you TR Numbers think about both the buyer persona that you have defined before and the different phases of consideration . The further the user has advanced in the conversion funnel, the more specific and focused on our brand the content that we will offer can be.
