Digital Marketing plan

Your digital marketing plan should be your bible which you use as a basis to execute your marketing activity. It sets out clear objectives relating to who you are targeting, what you are offering that's different to your competitors and how you are integrating your offline marketing with your digital marketing activities.

Without a plan, there's no direction for you and your team and it's all too easy to stray off course from the most direct and profitable path to success.

Many small businesses simply don't have the time or in-house expertise to devote to strategic marketing planning, which is where a digital marketing agency can help.

I will spend time with you to understand your business, your offering, customers and business goals and aspirations, whether they're written down or in your head, as they most often are! I'll then spend 3-5 days working on your digital marketing plan.

My goal is your goal: a digital strategy that brings more enquiries, more customers and more revenue.

My credentials

Suzanne Sullivan holds the Chartered Marketer status by the Chartered Institute of Marketing. This is the mark of an up-to-date, experienced and qualified marketing professional. Suzanne has also been awarded the CAM Diploma in Digital Marketing with the Oxford College of Marketing. I follow a structured approach to digital marketing using the RACE method.

Suzanne has a tremendous ability to very quickly gain an acute understanding of a business and its customers and their buying behaviour and needs.  We've been working together for 5 years and I'm still extremely pleased with the service and commitment from Suzanne.

Calico - Creative agency and web design

Your digital marketing plan will incorporate:

RESEARCH:

  • Current position - SWOT
  • Market demand
  • Keyword research
  • Competitors approach to customer acquisition
  • Competitor benchmarking and pricing

STRATEGY:

  • SMART Marketing goals (specific, measurable, achievable, realistic and timed)
  • A clearly defined Online Value Proposition (OVP) and how it's to be communicated
  • Opportunities for new customer acquisition
  • Marketing Mix recommendations
  • Integrated digital channels (PPC, SEO, PR, social media, online partnerships) selected strategically, providing best fit with target audience. This details how channels will be used to acquire new customers and move them through the sale funnel as shown in the RACE marketing framework shown below. This diagram shows a sample customer journey and the ways in which digital media and content are used
  • Budget & Control - KPI's which will be used to measure the success of all marketing activity

RACE method to developing digital marketing strategy

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