How to write an online digital marketing business plan on the internet

It’s common for companies embarking on internet marketing and social media to think that they need to build their strategies around the technology and not look first at the needs of the audience. Every company needs an integrated marketing plan. Sometimes businesses view digital planning as a separate thing, but ideally your online marketing plan should be integrated with larger business goals so that it forms part of an overall marketing plan.

There are two models that provide a framework for writing an integrated digital marketing plan. The first is called the SOSTAC® planning model developed by PR Smith. In simple language, this approach means dividing your plan into six parts:

• S stands for Analysis of the situation – which means where are we now?
• or means objectives which means where do we want to go?
• S stands for Strategy that summarizes how we are going to get there
• t means Tactic what are the details of the strategy
• A is for Action or implementation – put the plan to work.
• C is for control which means to measure, monitor, review, update and modify.

You can use the SOSTAC® planning model to create a digital marketing template that fits the needs of your company and the profiles of your customers.

The second model that is useful for drawing up a social media marketing plan is the Forrester POST method. The POST method helps define your social media goals, plan and prioritize your actions. By thinking about this, you can create a clear purpose and vision, as well as implement goals, strategies, and tools that will help you reach the people you want to connect with online. The POST method in a nutshell parses:

• People – Start by observing the social behaviors and attitudes of your customers. Who do you want to attract on sites like Facebook and Twitter?
• objectives – Next, decide your social technology goals. Do you want to build relationships or build brand awareness or improve customer service?
• Strategy – What strategies do you plan to carry out and what is your priority? Determine how your goals will change the way you interact with customers through Twitter, a blog, LinkedIn, or a Facebook page.
• Technologies – Which ones will you use? Choose the most suitable technologies that will meet your goals, you don’t have to use them all!

These methods will ensure that your integrated digital marketing plan prioritizes audiences and customers, identifies their needs, and develops a plan with the right mix of online and offline channels to build strong relationships, drive leads, and drive traffic to your website.