A step-by-step guide to structuring a digital marketing plan

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A Digital Marketing plan is a written document where all the strategic planning and actions to be developed to meet the objectives are reflected.

It is very important that the document you are going to make is the result of a thorough investigation. You should also take into account that being a digital plan you must carry out actions through digital media and channels.

Remember that before defining what you want to achieve through a digital marketing plan, you must be clear about what your company does, why the digital presence is essential for it and who is the target audience to whom you should direct your communication.

Another key aspect of structuring a successful digital marketing plan for digital products branding is to regularly track and analyze key performance metrics.

Why develop a digital marketing plan?

The reason why a plan should be drawn up prior to the development of actions is because it works as a roadmap, that it has an order and that it helps to better define a long-term vision. It also reinforces the commitment of those involved in the process.

How to develop a digital marketing plan?

First of all, you must be very clear about the structure of your plan to develop it step by step:

The strategy to be carried out to meet the objectives set. You need to do both an internal and external analysis of the company. This is because to see where you want to go you must first see in detail where you are.

For this, first, you must do an in-depth research in the digital field that answers the following questions:

  • What products and services does my company offer?
  • What is your unique value proposition?
  • How has digital marketing and our online presence been handled?
  • What results have been obtained?
  • How is the website managed?
  • Do they talk about me on social media?
  • What is the competition doing?
  • What can we learn from them?

In addition, we recommend that you perform the SWOT analysis so that you are very clear about the scenario in which you find yourself.


They are the competitive advantages that can be used to exploit the opportunities. Here you should also include the capabilities and resources of the company.


They are all the forces of the environment that can be used in your favor, such as new market niches and sectors with a high level of growth.


It is everything that constitutes a threat to the company and therefore must be overcome. For this you must ask yourself how you can improve your company and how to minimize the effects of these negative factors.


It refers to all external factors that can impede the development of the proposed strategy, reduce its effectiveness or increase the risks in it.

To identify your threats, you must ask yourself what obstacles your company faces and what factors are those that would prevent its evolution.

When you are clear about your strengths in the market, you can start working on your SMART goals.

Through these, it will be possible to measure the success or failure of the digital marketing plan to be implemented.

Remember that your goals should be:

  • Specific
  • Measurable
  • Achievable
  • Realistic
  • Temporary

The strategy to carry out

According to what the objectives you set out are, you can develop your strategies in which you can use all the digital marketing tools that you have at your disposal.

Take into account that you must include a product, price, distribution, promotion and communication strategy.

In addition, to define your digital marketing strategy you must take into account the following factors:

Buyer Persona

The buyer persona is a portrait of your ideal client, elaborating it and having an idea of ​​who it is will help you better focus your offer of products, services and brand segmentation.

You can work on more than one profile if you have product or service lines for different types of users.

To develop your buyer personas you must include the following information:

  • Demographic information.
  • Digital and work behavior.
  • Relationship with your brand.
  • Your aspirations and needs.


It is important that you know how to communicate your value proposition and why it differentiates you from the rest, that is, why they should choose you and not the competition.

You will communicate this through the different channels in which your target audience is.

Contents Plan

You must think about what content you are going to create and how you are going to distribute it. For this you can create a content calendar to help you with planning.

Content plan development

When distributing the content developed based on your objectives, you should think about useful and original content that positions the brand as a reference and is also useful for your buyer persona.

The actions

They have to do with the method and the way in which the proposed strategies will be carried out. Actions are more specific tasks where you specify exactly what you are going to do to achieve objectives.

Results measurement

To optimize results and investment, the most important thing is to measure the results obtained once the plan has been implemented.

For this, you must evaluate the results through KPIs or Key Performance Indicator that refers to the metrics that are used to synthesize the information on the effectiveness and productivity of the actions.

Keep in mind that the development of a digital marketing plan is the best guide you will have to meet the objectives set.

Also, do not forget that technological tools can be your best allies for the creation of successful campaigns since they allow you to create personalization and automation.

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