Digital Marketing : Tactics and Beginners Guide


Launching to create social profiles without having a digital marketing plan is one of the most common (and serious) mistakes that many small businesses make.

Not having some objectives and the action plan that allows you to reach them is like navigating in a boat without direction.

Currently, 95% of SMEs (Small and Medium-Sized Enterprises) publish on social networks without having a tactical criterion.

And this is what I call, the technique of filling.

If you want to have visibility in the search engines as well as in social networks, it is essential to have a digital marketing plan.

Although social networks have created the myth that everything is free, you must remember that management and planning are NOT free.

It is essential to have qualified personnel to manage a corporate digital presence, and not the typical Sobrinity Manager who knows how to manage social networks.

Because it is necessary to generate content, humanize the brand, create advertising ads, send email marketing campaigns, monitor performance metrics, etc, etc., etc.

What is the Digital Marketing Plan?

The marketing plan is, in short, a document that contains all the information necessary to reach our goal.

However, it is important to remember that the digital marketing plan is a part of the Marketing, and must be aligned with the business objectives.

It is no longer fashionable to make marketing plans that are inflammable. That is, with too many pages and information that is not very relevant.
A good marketing plan is one that is designed to separate the dust from the straw and get to the point without many detours.

That said, the marketing plan should have a maximum of 2 double-sided pages.

The first page should have a piece of summary information on the analysis of the digital situation and the marketing objectives.

And on the second page, where the strategies and tactics are reflected as well as the KPIs (Key Performance Indicators) that we are going to measure.

How to make a digital marketing plan step by step !!!

Now that 2018 is over, with this article I want to encourage you to create your digital marketing plan step by step in 2019.

Let’s see the 5 keys to succeeding with your digital marketing plan and thus not die in the attempt.

1 – Analysis

The first step to create a digital marketing plan is to perform an analysis of the digital situation.

You must bear in mind that this research consists of doing three types of analysis:

Internal analysis

Here it will be necessary to make a diagnosis that allows us to know the current situation of our company.

This will help us identify where the business is located, as well as detect possible improvements to optimize the digital presence.

For this, we must analyze the 7 most important points of our internal digital situation that are:

1- Website: WordPress or free platform like Wix? Is it responsive?
2- Blog: Is it updated? What is the frequency of publication? Is there a publishing calendar?
3- SEO: Do we rank on the first page of Google? What is our organic position? What words position us?
4- Social Networks: Are they updated daily? What is the participation rate? Who is responsible?
5- Email Marketing: How many subscribers do we have? Average opening percentage? The average percentage of clicks?
6- Digital Advertising: What are the metrics in Adwords, Facebook Ads, Twitter Ads, LinkedIn Ads?
7- Web Analytics: How much is the visitor traffic? Which pages are most visited? The number of conversions? What is the time of permanence?

External analysis

In this type of analysis, we must thoroughly investigate the market and sector where we compete, as well as the trend for the near future.

And it is that, knowing if we are competing in a market that is mature or emerging, will determine a lot the actions we are going to carry out.

We speak of a mature market when there is a lot of competition, and an emerging market when there is little competition.

When analyzing the market it is necessary to identify who our target audience is, although in some cases there may be several target audiences (eg, you sell clothes for men and women).

Once we identify our audience, it will be essential to create the profile of our ideal client based on their interests, behaviors, concerns, demographics, etc.

On the other hand, researching our most direct competitors will allow us to know where they have a digital presence, what actions have achieved good results, and what mistakes they have made.

SWOT analysis

The SWOT analysis, also known as SWOT or SWOT analysis, is the best tool to know the real situation that a company is facing.

This type of analysis allows us to discover what our strengths and weaknesses are internal. As well as identifying opportunities and threats externally.

In this way we can determine what actions we must take to take advantage of the opportunities detected, as well as be prepared against threats, being aware of our strengths and weaknesses.

All the information gathered in this analysis will be key to designing our strategies in the digital marketing plan.

The acronym SWOT is composed of the following terms:

Strengths: The strong points (extensive experience in the sector, cheaper price, etc.).
Weaknesses: Weaknesses (new in the sector, low brand notoriety, etc.).
Opportunities: Trends (healthy lifestyles, increase in mobile repair, etc.).
Threats: The environment (competition, financial situation, human resources, etc.).

Next, you have a matrix so you know how to design your SWOT analysis.

2 – Objectives

The second step in a digital marketing plan is to define the goals you want to achieve for a specific period of time.

As a general rule, the planning of strategies in a digital marketing plan is at least 6 months or 12 months maximum.

Having well-defined objectives is of vital importance, as this way we do not lose direction when establishing which strategies and actions are going to be carried out.

The objectives will depend a lot on the current digital situation as well as the human and economic resources that the company has.
You should also remember that to measure the return on investment (ROI) of your strategies, it will be necessary to define SMART objectives.

And, the SMART objectives must be: specific, measurable, achievable, relevant and temporary.

There are different types of objectives that we can define in the digital marketing plan:

Branding: publicize our company and the services or products we sell.
SEO: optimize web positioning and increase organic traffic.
Leads: generate a database with potential customers to build a relationship via email marketing.
Sales: increase the purchases of our products or the contracting of our services.
Retention and loyalty: strengthen our relationship with customers through exclusive promotions.

When establishing SMART goals in your digital marketing plan, it is recommended that they be a maximum of 3 or 4.

Based on this basis, some examples of SMART objectives can be:

  • Increase visitor traffic by 20% in 6 months.
  • Reduce the bounce rate by 10% in 3 months.
  • Increase qualified lead conversions by 30% in 4 months.
  • Achieve up to 45% opening rate in email marketing in 6 months.
  • Drive sales of our online store by 15% in 6 months.

3 – Strategies and Tactics

The third step in our digital marketing plan is to define which path we are going to follow.

Both strategies and tactics will always depend on our objectives.

But as I have already mentioned, the human and economic resources will also determine if it is possible to achieve them.

In short, here it will be necessary to establish what we are going to do for each objective.

Let’s suppose that we have defined the objectives, and we are going to establish the corresponding strategies and tactics:

Goal 1:

Improve organic web positioning
Strategy: create a corporate blog / optimize blog content.
Tactic: a publication of educational articles/update the old contents.

Objective 2:

Generate more qualified leads
Strategy: design a landing page.
Tactic: create a free webinar or ebook.

Goal 3:

Reduce dropouts in the shopping cart
Strategy: improve the user experience.
Tactic: analyze the order form.

Objective 4:

Increase the reputation of the company
Strategy: create a Facebook page and YouTube channel
Tactic: the creation of educational content and tutorial videos.

You must remember that any digital marketing plan must be a clear challenge and a territory to move around.

The challenge must be in line with the objectives set, and that some may be as follows:

  • Become the best youth employment platform.
  • Position the brand in the organic nutrition market.
  • Highlight in social networks against our direct competition.
  • Be a reference in the sector of the restoration of cultural goods.

Regarding the territory, it is necessary to establish a framework for action, not in geographical terms but in terms of the market.

That is, suppose your company sells exclusive parts for motorcycles.

Here it is not the same to sell in the territory for motorcycle rental than for motorcycle repair.

4 – Actions

The fourth step in a digital marketing plan is to define a roadmap that allows us to achieve SMART objectives.

Every marketing plan requires a tactical development that makes the strategic plan a reality, is how to do things in the short term.

A plan of actions must answer the following questions so that it can be carried out:

  • Why do I say things?
  • What do I have to say?
  • Who do I tell?
  • When do I communicate it?
  • Where do I communicate it?
  • How do I do it?
  • How many times do I have to say it?

If you have answered these questions, you have developed the tactical plan of your digital marketing plan.

Once we have identified WHAT objectives we want to achieve and how we are going to do it with our available resources, we must go to HOW.

For this, and taking into account the series of previous questions, we have to design our action plan.

The plan of actions in our digital marketing plan must contain the following 9 fields and information:

  • goals
  • Middle / Channel
  • Who
  • What
  • Where
  • How
  • When
  • KPIs
  • Investment (euros)

5 – Measure, measure, measure

The fifth step of our digital marketing plan basically consists of knowing how to measure our actions and the Return On Investment (ROI).

It is true that measurement does not make many people passionate, but if you do not measure it, you will be bad at spending time and money.

That said, we will have to make monthly reports to follow up and check if we are meeting our expectations.

However, before we must have defined the KPIs in our digital marketing plan.

The key performance indicators or KPIs are metrics that allow knowing the performance of any strategy and specific action.

For the measurement of results or KPIs, it will be advisable to make reports for each strategy since its interpretation will be easier and more comfortable.

Let’s assume we want to make a report to:

Website / Blog

In this report, we should reflect the following metrics, such as:

  • Total sessions
  • Users
  • A number of unique page views.
  • Pages per session.
  • A number of conversions (Leads).
  • Sources of conversions (leads).

Sessions by:

  • Sources (Organic, Direct, Social, Referential, Email, Others).
  • Social channels (Facebook, Twitter, LinkedIn, etc).
  • Devices (PC, mobile, tablet).

For a web positioning strategy it is advisable to make an SEO report with the following metrics:

  • Organic traffic
  • Sessions and length of stay (average) by type of user (new and recurrent).
  • Sessions by traffic channels and time of permanence.
  • Percentage of conversions by traffic channels.
  • Most visited pages and time of permanence (average).
  • Organic sessions by keywords.
  • Conversions for organic and paid traffic (AdWords).
  • Pages with the highest number of conversions.
Social Media

Although social platforms offer their own statistics, you must create your personalized report with the metrics of each social network.

  1. Facebook :
  • Number of fans
  • Organic scope
  • Level of interaction
  • Actions on the page.
  • Clicks on the call to action of the page.
  • Clicks on the website.
  • Response index in Facebook Messenger
  • Response time in Facebook Messenger.

2. Twitter :

  • Number of followers
  • Visits to the profile.
  • Number of tweets
  • Number of mentions
  • Impressions
  • Tweets with the link to the profile.

3. Instagram :

  • Number of followers
  • The scope of publications.
  • Number of impressions
  • Visits to the profile.
  • Clicks on the website.
  • Most outstanding publications.

3. Youtube :

  • Display time
  • The average duration of reproductions
  • Average percentage reproduced
  • Retention of the audience
  • Reproduction locations
  • Traffic sources
  • Audience interaction
  • Number of subscribers
  • I like it and I do not like it
  • Comments

4. Email Marketing :

If we are conducting email marketing campaigns, it is essential to include essential metrics such as:

  • Opening rate.
  • The rate of click.
  • The total number of openings.
  • Number of clicks
  • Bounce rate.
  • Cancellations
  • Forwarded.
  • Demands of abuse (spam).
  • Main links clicked.
  • Main locations

Infographics: How to make a digital marketing plan step by step

In this article, I wanted to throw the house out the window doing an infographic, and thus summarize all the keys to success with a digital marketing plan.

PS: I would really appreciate it if you share the infographic on social networks, you can not imagine what it cost me!


It does not matter if you are an SME, Micro-Enterprise or freelance, you need a digital marketing plan if you want to have an Internet presence.
I already know that making a digital marketing plan can be a very boring task, but the time invested is worth it.

Take advantage of the coming Summer holidays to design your action plan, and thus start a good start next year.

And you, have you designed your marketing plan for 2019? Did you fall asleep or did you get to the end? Any suggestions to improve the content?

I would greatly appreciate if you dedicate a minute to leave a comment and thus know your opinion or experience.

Please, if you liked this article do not be selfish, share it!

A greeting.

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