Suffolk is a county in East Anglia that is rich in culture and history. Situated in the UK, the county shares its border with Essex. As well as having a rich history, Suffolk is also known for its beautiful open spaces and parks.
Suffolk is also the name of the local government authority that provides services such as education, transport, and health. In terms of the tourism industry, Suffolk is most famous for its museums, galleries, and festivals that celebrate its rich culture and history.
With so much to offer, it is no surprise that people are using the internet to research and discover more about the county. One of the best ways to do this is through online marketing.
Why Should You Have an Online Marketing Plan?
The benefits of having an online marketing plan are many and varied. An online marketing plan is very convenient for those who either don’t have the time or find it difficult to keep up to date with all the latest news and developments in digital marketing.
An online marketing plan can also save you a lot of time and money. The plan will guide your decisions and help you to achieve your marketing objectives.
Above all else, though, is that the plan will allow you to benchmark your performance. By comparing your performance over time against that of a control group, you can determine the effectiveness of your campaign.
The disadvantages of not having an online marketing plan are few but significant. Without a plan, you run the risk of either carrying out A/B testing blindly or sticking with the same few (unproven) marketing tactics. Inevitably, this leads to a lot of trial and error and mediocre results.
What Should Be Included In Your Online Marketing Plan?
The following is a detailed list of everything you should include in your online marketing plan:
Overall Marketing Strategy
The overall marketing strategy sets the scene for your plan. You can start by describing the type of customer you are trying to attract and the demographic profile of your target audience. Doing this will help you to develop key messages that will be delivered consistently across all your marketing material (e.g., ads, social media posts, website content, etc.).
Next, you should define your target audience and create buying personas. Doing this will familiarize you with the type of customers you are trying to attract and allow you to tailor your strategy to fit their needs. The more you know about your target audience, the more you can tailor your strategy to gain their attention.
Developing a buyer persona can also help you determine the type of content you should be creating. The more you know about your target audience’s needs and wants, the more you can tailor your content to speak to them.
Goals And Key Performance Indicators (KPIs)
The goals and KPIs in your plan should be measurable and A/B testable. In other words, you should be able to track your progress towards reaching these goals and determine the efficacy of your efforts.
Your goals and KPIs should be specific, measurable, and time-bound. Setting goals and KPIs that are too vague or unrealistic is a recipe for failure. Your plan should be a living document that you can refer back to time and time again.
The marketing mix is a combination of tactics used to reach your target audience. The marketing mix is made up of three parts:
- The media plan (i.e., the media you will use to reach your audience)
- The marketing channels (i.e., the platforms you will use to reach your audience)
- The marketing activities (i.e., the activities you will carry out to reach your audience)
Your media plan should include:
- The type of content you will produce
- The platforms you will use to distribute this content (e.g., social media, podcasts, blog posts, video content)
- The frequency of your content (i.e., how often you will produce content)
- The target market (i.e., the group of people you aim to reach with your content)
- The objectives of your media plan (e.g., awareness, engagement, conversion, etc.)
The media you choose will depend on your target audience. Are you trying to reach people in the UK who want to travel to Italy for their summer holiday? The kind of content and media you use will depend on where you are aiming to reach your audience. Are you trying to reach people in Thailand? Your media strategy will likely involve looking at the type of platforms and content that are most popular in Thailand.
Digital Marketing Technology Strategy
The digital marketing technology strategy is all about determining which digital marketing tools you will use and how you will integrate them into your plan. When deciding which tools to use, you should consider how familiar you are with each platform, the cost of each tool, and whether or not the platform is capable of doing everything you need it to do.
Your tools should be able to send automated emails, respond to comments, update social media posts automatically, and track the performance of your ads across various platforms. Having a wide variety of tools is essential in order to satisfy the demands of today’s digital marketer.
Organic Search Engine Optimisation (SEO)
Optimizing your website for organic search is one of the most effective ways of drawing in potential customers without paying for each individual click. The most reliable way to do this is through SEO.
SEO is all about making your website more relevant to search engines such as Google. You can do this by increasing the content on your website and ensuring that each piece of content is built around a key phrase or key words.
There are many different SEO tactics you can use to improve your website’s organic search rankings. Some of the more popular tactics include building links to and from quality websites, getting guest posts from established bloggers, and using social media to spread the word about your business and generate interest in your products.
As a digital marketer, you will no doubt be required to perform SEO on a regular basis. One of the best tools for undertaking this is Google’s Free Keyword Planner. Using this tool is incredibly easy and, once you have set your target keywords, you can easily find popular phrases that are being used in conjunction with your chosen search terms.
Pay Per Click (PPC)
PPC, or paid search, advertising is when you pay for each click on your ads. This is a type of advertising that pays you for using words or phrases that people are typing into search engines when looking for a product or service that you offer.
PPC is a great way to gain immediate exposure for your business. However, keep in mind that PPC is only effective when people are actually searching for the product or service you offer. This can be hard to measure, so make sure you have clear goals before you begin. Setting these goals can be difficult, especially when working with a limited budget, but it is essential in order to determine the success of your campaign. When using PPC, you should set a daily budget so that you do not overspend. Regularly reviewing the performance of your ads against your set budget will also allow you to determine whether or not this is a campaign that is worth continuing.
The Importance Of Testing
There is a wealth of knowledge that can be gained from A/B testing. A/B testing involves randomly allocating participants to either a control or an experimental group. The control group receives no intervention (i.e., no special treatment or unique technique) while the experimental group receives the special treatment (e.g., a new product feature, material, or service).
After the participants in the two groups have been compared, the results can either be used to confirm or overturn previous assumptions about the effectiveness of the intervention or technique. This process is extremely valuable and can help you to identify the best way to reach your audience, improve your services, or develop new products.
In summary, the above list details everything you need to include in your online marketing plan. When developing your plan, it is important to bear in mind the various elements that make up a successful plan. Your plan should be both practical and measurable, and it should be updated regularly as your objectives and goals change.