A step-by-step guide to building your digital marketing plan
You're probably thinking, "Oh no! Another document with dozens and dozens of pages nobody will read!", but don't worry—I'm a strong believer that a marketing plan should be just like a map that tells you how to arrive at your destination; it should keep only the essential information. However, you should (definitely!) have a plan! Because even if it doesn't have dozens of pages, it doesn't mean you didn't put all your thought and energy into it. As Blaise Pascal said: "If I had more time, I would have written a shorter letter."
The common problems I usually notice in digital marketing plans are these:
- Too much data and too many pages
- A lack of strategy
- A lack of explanation (the data is usually not complemented with recommendations)
- Unrealistic thoughts (they're usually too optimistic)
- A lack of focus (too many strategies and tactics...