How to Build an Integrated Online Marketing Plan – Classes for Students and Entrepreneurs

The world of digital marketing is changing. Thanks to the rise of artificial intelligence (AI) and machine learning (ML), marketers can now rely on technologies that can help them become more efficient and effective. No longer do they have to rely on human intervention to perform the menial tasks that can be handled by a computer or digital agent.

This evolution creates new challenges, however, for marketers. One of the most important things that you can do to prepare for the future of online marketing is to establish an integrated plan that involves all elements of your digital marketing strategy. In this blog post, we will outline three essential steps to creating an integrated marketing plan that will allow you to fully capitalize on the power of the internet…

Step one: Set a benchmark for your digital marketing strategy

The very first step in creating your integrated marketing plan is to set a benchmark, or a foundation, for your strategy. Your benchmark should consist of clear objectives and metrics you will use to measure your progress. In addition, you should also set a time frame for yourself to achieve your benchmark.

It’s important to note here that your benchmark does not have to be complex or overwhelming. Indeed, if you want to set a benchmark for your digital marketing strategy that involves using HubSpot, you can do so. You can also use your benchmark to determine what success will look like for your strategy. For example, if you are looking to set a benchmark for acquiring new customers, you can use HubSpot to determine the number of leads you will need to create to meet that benchmark.

Step two: Identify your target audience

The second step in crafting your integrated marketing plan involves identifying your target audience. Simply put, your target audience is the group of people you will approach with your messages in order to achieve the most effective results. Without a clear sense of your target audience, it’s nearly impossible to craft effective marketing campaigns that will reach your desired audience.

To identify your target audience, you will want to consider the demographics, psychographics, and digital behaviors of your ideal buyer. With this information in hand, you can determine the platforms you will use to speak to your audience—be it search, social media, or email marketing.

For instance, if you want to expand your reach to millennials, you can use social media to connect with and gain the trust of this audience. Once you have their trust, you can encourage them to subscribe to your newsletter or follow your company online. Through these channels, you can communicate with your target audience in a way that is relevant and engaging.

Step three: Match your message to the platform

Once you have an idea of how you will communicate with your target audience, you can match your message to the platform. As we mentioned before, you will want to utilize multiple channels to connect with your ideal buyer. Search, social media, and email marketing are all platforms that you can use to reach your intended audience. When choosing a channel, make sure to match your message to the platform—not the other way around.

For example, if you are using search marketing to drive traffic to your site, you will want to develop articles that are relevant to people searching for your products or services. When creating content for SEO purposes, make sure that you are always analyzing the data—preferably with Google Analytics —to understand how well your content is performing.

Three tips for creating an effective online marketing plan

While we’re on the subject of creating an integrated marketing plan, let’s discuss three tips that will allow you to develop an effective strategy.

  • Set a benchmark for your strategy.
  • Identify your target audience.
  • Match your message to the platform.

1. Set a benchmark for your digital marketing strategy.

Setting a benchmark for your digital marketing strategy means establishing measurable objectives and key performance indicators (KPIs) for your efforts. Your benchmark should be challenging yet realistic, and it should serve as a guide for your strategy. For example, if you want to increase your Web traffic by 20%, then you should set the benchmark of getting 100 new visitors per week.

Just remember: Setting a benchmark for your strategy does not mean that you need to limit or change what you are doing. Instead, it provides you with a clear foundation for your strategy and lets you know if your efforts are reaching the desired results. If you want to read more about setting a benchmark for your strategy, here are a few articles that you can explore:

  • How to Build a Marketing Plan That Doesn’t Suck
  • Why Your Marketing Plan Needs to Have a Benchmark
  • Setting A Realistic Goal for Your Marketing Plan

2. Identify your target audience

Your target audience is the group of people you will approach with your messages in order to achieve the most effective results. Simply put, your target audience is the group of people you will approach with your messages in order to achieve the most effective results. Without a clear sense of your target audience, it’s nearly impossible to craft effective marketing campaigns that will reach your desired audience.

To identify your target audience, you will want to consider the demographics, psychographics, and digital behaviors of your ideal buyer. With this information in hand, you can determine the platforms you will use to speak to your audience—be it search, social media, or email marketing.

For example, if you want to expand your reach to millennials, you can use social media to connect with and gain the trust of this audience. Once you have their trust, you can encourage them to subscribe to your newsletter or follow your company online.

3. Match your message to the platform

Once you have an idea of how you will communicate with your target audience, you can match your message to the platform. As we mentioned before, you will want to utilize multiple platforms to connect with your ideal buyer. Search, social media, and email marketing are all platforms that you can use to reach your intended audience. When choosing a channel, make sure to match your message to the platform—not the other way around.

For example, if you are using search marketing to drive traffic to your site, you will want to develop articles that are relevant to people searching for your products or services. When creating content for SEO purposes, make sure that you are always analyzing the data—preferably with Google Analytics —to understand how well your content is performing on search engines.