Eight Elements of a Robust Digital Marketing Plan

If there’s ever a foundation of an effective marketing campaign, it’s a robust digital marketing plan. However, many companies don’t have a digital marketing plan in place, which is very alarming. While specific initiatives may show signs of success, not making any digital marketing plan will hinder your marketing efforts in the long haul.

If you intend to achieve your business objectives, you should develop a great digital marketing plan. This plan will help you identify your target market, make efficient marketing strategies, and help you reach out to your potential customers. In today’s world, having a robust digital marketing plan is essential for a business to prosper because a bad or no marketing plan will hurt your brand recognition, new client acquisitions, and profitability initiatives.

Here are some essential elements of a robust digital marketing plan that you shouldn’t miss out on.

1. Mobile Marketing

This type of marketing refers to the promotion of products/services using mobile phones and devices. It includes mobile advertising via downloaded apps or through text messages. However, an in-depth mobile marketing campaign also consists of upgrading content, emails, landing pages, and websites for an optimal experience on mobile devices.

2. Email Marketing

If you don’t have a solid email marketing strategy, what is your digital marketing team even doing? This form of marketing is one of the best ways to put your product/service in front of your target audiences. A successful email marketing campaign will:

  • Drive traffic to particular points
  • Establish credibility
  • Inform and educate potential customers with new content, products, and services

If you’re looking to convert leads, generate more leads, or build a relationship with your customers, never underestimate the power of a well-written, personalized email.

3. Search Engine Optimization

SEO increases the online visibility of your brand via successful search marketing. You’ll have to be aware of some SEO basics like using keyword strategies and on-page optimization techniques to inform interested customers about your brand.

Previously, SEO helped websites achieve a higher rank, often in ways that aren’t ethical. However, today’s SEO uses legitimate techniques to rank your website up, which can really benefit you.

If you have a small business, SEO can help you achieve a better rank on SERPs, directly helping you get a decent ROI on your SEO efforts.

4. Content Marketing

Do you want to attract potential customers? If yes, content marketing is your best bet. By publishing a regular cadence of appropriate, high-quality online content, you’ll develop authority and leadership on the internet, and more significantly, within your niche. This can help you educate your target audience regarding the problems that your product/service can resolve while simultaneously boosting your SERP rankings. The content you produce can consist of whitepapers, case studies, blog posts, along with other materials that generate value for your target market. You can use these content formats to entice customers into purchasing your product/service.

5. A website

If designed the right way, a website is one of the most essential components of the digital marketing mix. It can literally make all your marketing efforts look way more effective. Therefore, building a website that goes well with the brand image of your company is crucial. In the online landscape of today, your website must:

  • Be mobile-friendly and responsive
  • Communicate the values of your company upfront
  • Have product-specific landing pages that can build leads
  • Integrate with marketing automation and customer relationship management (CRM) tools
  • Use up-to-date, relevant content

6. Online Advertising

Ideally, it would be best to allocate a significant portion of your marketing budget to online advertisements. However, if you don’t know much about online advertising, it can be pretty tricky to get a gist of it. Here are some primary online adverts you can use:

  • Display ads: This is the usual image-based advertising that you often see appear on different sections of a website.
  • Google AdWords: These are online advertisements that use targeted keywords to create ads within the AdWords platform of Google. If a prospect types certain words in the search bar that matches your keywords, there’s a chance of you appearing above other search results.
  • PPC ads: This is an abbreviation of pay-per-click advertising, the cost of which is identified by the number of clicks your ad gets.

7. Web Analytics

By using web analytics, for example, Google Analytics, you can monitor your customers’ online behavior and evaluate the successof your digital marketing campaign. This will allow you to understand your target market better. When you dig deeper, you’ll find variations in performance, depending upon engagement metrics, audience, time of day, etc. Plus, you’ll be able to measure website traffic and trace website activity.

Thanks to Google Analytics, you’ll be able to identify the channels through which your customers found you and how they’ve interacted with your website. You can use these insights to plan your next digital marketing campaign.

8. Social Media Management

Social media can help your target market interact with your brand. You can use this medium to carry out meaningful conversations with your customers. For example, you can create a business page on Facebook and a company page on LinkedIn to interact with your customers and publish updates about your business. Yep, we might not be wrong in saying that the digital age has modified consumers’ expectations regarding branded communication.

As a result, your consumers expect your brand to communicate with them through a medium that they’re comfortable in. How can you do it? Simple, by building some social media pages of your own. Then, appoint a person within your firm to use a social media monitoring tool to identify what the customers are saying about you. This will give you a chance to respond to your customers’ queries without any delays.


Build a content-rich website, use social media to connect with your customers, and do SEO. The eight elements above will help you interact better with your customers. Build a database of verified contacts through newsletter signups and use this list for your email and marketing campaigns – it’s that easy!

Digital marketing and its future is very promising. No business can afford to ignore it – and yours is no exception. If you don’t want to wake up one day seeing your company forgotten, it’s time to act now and come up with a robust digital marketing plan that has all the elements outlined above.

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