2019 is here – and many of this year’s most successful digital marketing campaigns will be born in the next few days.
Some of your competitors are already looking to gain any edge they can, and you should not sit back and get complacent about your current position. You need to start pulling together your relevant digital marketing resources and lay out your year’s plan.
Below is an outline of the general steps needed to help you plan for digital marketing success in 2019.
Step 1: Review your Buyer Persona
In the course of 2018, there may have been some changes within your target market and by reviewing and updating your buyer persona, you lay a solid foundation for your digital marketing success in 2019.
While reviewing your buyer persona, these are some of the key questions you should ask.
Have your buyer personas changed in the past year?
Have their needs shifted?
Are they facing new challenges?
Do they have different goals?
Are there any changes in your industry, this year, that may have affected your competitive landscape?
The insights you gain from this review will contribute greatly to your 2019 digital marketing planning.
Step 2: Review 2018’s performance
It’s important to analyze the results of your 2018’s digital marketing efforts so you can understand what was successful and what was a failure.
Look at 2018 and ask yourself:
What went wrong?
What went right ?
What could have been better?
Learn from the past so you don’t waste your time and resources on efforts that don’t yield a positive returns. If a strategy worked well in 2018, try to figure out why, and evaluate if increasing spend would add to your success. If it didn’t, find out why was it unsuccessful and if it be more successful with some changes.
You’ll use your findings from this year and insights about your buyer personas to adjust your channel strategy for 2019, if needed.
Step 3: Determine your Goals for 2019
What are the specific conditions you need to meet in order to reach your goals for 2019?
Identifying your goals will help you determine which marketing tactics are going to be best suited for your needs.
For example, if your goal is to generate more customers in 2019, a good objective might be to generate 1,000 new sales leads, via Google Ads, every month.
Break down your 2019 goals into concrete objectives. These objectives will paint a clearer picture of where you need to invest more of your resources in 2019, and which channels make more business sense for you to focus on.
Step 4: Plan by Digital Channel
Having defined your goals, this is where the plan comes together. For each of your goals and objectives, make sure that you can answer the following questions:
What media/channels will I use?
What resources will I need to run it? (Personnel, technology, etc.)
What are the estimated costs?
What is the Returns on Investment (ROI) needed for it to be successful?
You then break down the activities in each channel by quarter and by month. Some of the channels you may consider include:
- Paid Search Marketing
- Display Ads
- Social Media Ads
- Search Engine Optimization
- Email Marketing
Mapping campaigns by channel helps to ensure that everyone on your team is on the same page about what’s happening and when, shifting more of your time from reactive, surprise deadline work to proactive, strategic work.
- Digital Marketing Plan