Initial Steps to Create a Digital Marketing Plan for 2018

The following piece is content provided by a guest author,  freelance content creator Jacob Haney. If you are interested in submitting guest posts to be published on the Second To None blog, please send a message containing your ideas for the post to danielb@secondtonone.com.

If you are running a business and you want it to blossom further, what you need is a good digital marketing plan. Since it is the end of the year, you should start thinking about this procedure more thoroughly, as it will determine the growth of your business on a large scale during the following year.

Surprisingly, many businesses don’t even have a defined digital marketing plan whatsoever, and you don’t want to be one of them as it may take a toll on your overall success. Living in the digital age requires you to always follow the latest trends and a key to that is to digitize your marketing strategy.

If you are wondering how to do that in the best way possible, we are here to offer you some tips to make the task easier!

  1. Do not put an emphasis on your website only

You should be aware of the fact that your company’s website is only one part of the marketing strategy. You should definitely work on improving it as much as possible, but it is not sufficient to only have a great website, you will need a well-developed marketing plan to go along with it.

You should evaluate your website according to the following criteria to ensure the everything’s running smoothly:

  • contacts
  • customers
  • traffic
  • referrals

Your system needs to be managed and that is why you should check these factors on a regular basis to ensure that everything is going according to plan.

  1. Determine your targets

Your digital marketing plan should focus on a group of people instead of targeting everyone. You should think about who your best customers are and you can then group them according to some criteria. For starters, you should focus on building your buyer personas.

Buyer personas are your ideal customers and you can determine who they are by surveying and researching based on real data rather than making assumptions, since it can hinder your marketing strategy. Your research should be based on demographic information which would include age, location and the income of your customers, and qualitative information including priorities, goals, challenges and interests.

  1. Grow your traffic

Your business growth depends largely on converting your website’s visitors to customers. In order to reach your best prospects, you should put an emphasis on paid advertising, such as advertising on social networks like Facebook or LinkedIn. Moreover, you should think about retargeting, since the vast majority of visitors won’t convert.

Additionally, you should dedicate your time to search marketing, as you should target keywords that your target audience uses most frequently. Other ranking factors include page authority and domain – so you should learn about SEO – off page search engine optimization, to increase domain authority.

  1. Implement omni-channeling

Omni-channel marketing is essential in today’s marketing world and it will ensure customer loyalty in the long term. It will provide an opportunity for your customers to browse products via their mobile devices and across all networks, save products in shopping carts, have an overview of personalized recommendations that are based on their search history, and to see any promotions and discounts firsthand.

In conclusion, a perfect digital marketing plan can give your business room to innovate and grow, and have a great impact on your overall success, so be sure to invest your time and energy into developing it properly and always be one step ahead of your competition.


Second To None empowers customer-centric brands to deliver consistent, intentional and authentic consumer experiences.

We adeptly design and manage mystery shopping, compliance, engagement and voice of customer solutions grounded in strategic relevance, program integrity and actionable insights. Our solutions are developed on the basis of solid research and statistical science. We achieve success through a relentless focus on quality and innovation, consultative relationships and a talented team of professional associates.

Start typing and press Enter to search