Last Updated On February 24, 2023

How to Make an Effective Digital Marketing Plan

How to Make an Effective Digital Marketing Plan
By Team TIS

Are you undermining the need for a digital marketing strategy for your business? If so, you are making a grave mistake.

You might tend to ask why it is so. And the answer is straightforward–you will lose out in the stiff competition and might be eventually out of business. However, you have now perhaps understood why you need a perfectly crafted digital marketing plan to stay competitive in the market.

Why Do Businesses Need a Digital Marketing Plan?

A perfectly formulated plan is essential in all spheres of business activities. And digital marketing cannot be an exception.

You can regard a digital or online marketing plan as a guide to your marketing activities that will eventually help you achieve your business objectives.

Specifically, you need a digital marketing plan to:

  • Understand your market and target audience. With a good digital marketing plan, you can effectively respond to the market needs
  • Align marketing activities to your brand objectives
  • Utilize resources effectively and economically without excess monetary expenditure
  • Coordinate with every team member, improving the internal communication
  • Communicate with clients to ensure that your business meets their needs and fulfill their expectations.

What Prerequisites Do You Need Before Crafting Your Digital Marketing Plan?

Before you start formulating your digital marketing plan, ensure that you have the following information ready:

  • The prevailing market environment along with consumer and competitor profiles
  • The goals you want to attain. 
  • The activities you will set into motion to achieve your goals
  • The methodology you will implement to measure outcomes

The Steps Involved in Making an Impactful Digital Marketing Plan

The success of your digital marketing strategy depends on how well you craft the plan. And bear in mind that just making a digital marketing plan will not work. Instead, you should formulate a plan that suits your business objectives. So, let us examine how to make a digital marketing plan thoroughly for your business. Here we go:

Analyze Your Business

The starting point of formulating your digital marketing plan is to figure out the prevailing state of your business. Therefore, research the ins and outs of your business. In the process, answer the following:

  • What are your products and services and unique selling proposition (USP)?
  • What have been your online marketing initiatives, and what were the results?
  • What are people saying online about your brand?
  • Does your website call for any improvements?
  • What is the competitive landscape?

List Out Your Objectives

Your digital marketing planning and strategy will be successful only if you attain your objectives. But, you have to set your goals first.

It will help if you use the SMART technique while setting up your business objectives. It goes as follows:


Detail your objectives, and answer the questions of what, who, where, when, how, and why.


Outline the KPIs you want to achieve because they will act as measurable parameters. Remember that you cannot determine if you have reached them if you cannot measure your objectives.


Set achievable goals. Refrain from very easy or very ambitious goals as they do not help you to progress.


Take into account your available resources and strengths to set realistic goals.


Set up a deadline for attaining your goals to examine whether you achieved them or not. You can break up a significant goal into small objectives to make corrections easily, if necessary.

Take into account your brand and its position in the marketplace while setting your objectives. It is a good idea to include as many objectives as possible but ensure that they do not contract each other; instead, they complement each other.

Some of the common goals in a digital marketing plan could be:

  • Reach new markets
  • Increase your brand awareness
  • New product or service launch
  • Push up the return on investment
  • Enhance your market share
  • Increase your profits
  • Optimize the conversion funnel
  • Onboard new customers
  • Develop Loyalty programs for customers

Buyer Persona

Chalk out buyer personas to make your products or services buyer-centric. In simple terms, you can regard a buyer persona as a picture of your ideal customer. If you have multiple product or service lines for different types of customers, you need to define multiple buyer personas.

Ensure that you include the following while defining buyer personas:

  • Demographics, like age, gender, occupation, income level, and place of residence
  • Work profile
  • Relationship with your brand
  • Tastes and preferences

Right Content

Figure out what kind of content you will include in your digital marketing content plan. You can use different content formats according to your customers. But, while creating content, align it to the buyer’s personas. If you find prospective buyers advancing in the conversion funnel, create specific and focused content for them. Besides, you should also plan how you will distribute your content among your target audience.


It requires no mentioning that keywords help you to rank higher in search engine results. Ensure you include the right keywords in the content you create for your digital marketing business plan. When you research keywords, focus on the following parameters:

  • The relevance to your brand.
  • Users’ intent behind the keyword
  • Search volumes
  • Competence level

Social Media Platforms

Despite the prevalence of many social media platforms, you should not fall for all of them to promote your products or services. Instead, focus on those platforms that are ideal for your target audience. So, list out the different social media platforms you will use and the objectives you want to achieve from them.

Success Measurement 

For each KPI, set up monthly, weekly, or daily monitoring schedules to assess whether they are on the right track. If not, take corrective action.

Now, the obvious question is what can happen if you do not meet the objectives. The solution lies in defining a response to each of your KPIs for different scenarios. For example, suppose you failed to attain your objectives by 25 percent. Then, you can define corrective actions, like diversifying social media platforms or making new investments.


You now know how to craft a perfect digital marketing strategy for your business. So, you can start working on it.

By Team TIS
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