Advertising and Digital Marketing for Companies

A well-built marketing plan allows companies to have a holistic view of the strategy and actions that can bring better results to the business.

And what we realize is that the clients who achieve the best results are the ones who invest a good part of their time in developing quality strategies. More than that, with good Digital Marketing planning, they define in a focused and practical way which actions will be performed continuously and summarily so that their goals are achieved.

Often, due to the company's time and structure, planning is non-existent or not given due attention, as there are other priorities or “fires to be put out”. From this, a large snowball is created and, consequently, there is a distance from the expected results.

In Brazil, about 50% of small and medium-sized companies do not carry out marketing planning. Regardless of the segment and size of the company, planning is essential. What changes is the time dedicated to creating this plan.

A well-constructed marketing plan allows companies to have a holistic view of the strategy and actions that can bring better results to the business, minimizing points of attention and enhancing opportunities, often in a shorter and faster way, since it was something much studied, thought about and even compared.

Digital Marketing Planning Steps

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There are several means and contents that guide the construction of a Digital Marketing plan. Over time, the X10 Digital Marketing Agency realized and worked with our customers planning based on four pillars:

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1. Diagnosis;

2. Objective;

3. Action plan;

4. References and Support.

Regardless of the segment and size of the company, we realize that the basis of planning adapts to any of them and can be followed for a clear, focused and practical construction.

1. Diagnosis

Before starting any plan or setting any goals, it is very important that you do a good analysis of your business. The diagnosis does not only take into account the current moment of your company, it goes back in time to investigate history and have informed data. For a good comparison, it is recommended that the analyzes can evaluate a minimum period of 3 to 6 months.

It is also at this time that comparative analyzes can be carried out with data from competitors and/or even a segment of companies, to understand at what moment your company is in relation to the marketing strategies of its niche of activity.

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In addition to comparing yourself with other companies, the latest actions and results obtained by your own business should be analyzed so that you can have practical answers about what has been positive and what needs to be improved or changed in the next executions.

When we talk about diagnosis, especially Digital Marketing, the most important analysis – and one that cannot be left out – is the evaluation of the sales funnel conversion rates.

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2. Purpose  

Once the diagnosis has been made and you have a clear understanding of your company’s history and moment, it’s time to define your next goals, which translate into the expected results, into the goal that will be set for a new round of execution. .

The first point to analyze here is where you want to go: attract more leads? Better relate to your contacts and/or current customers? Close more sales?

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By setting goals based on a previous diagnosis, your company runs less risk of creating unattainable challenges, in the same way that it works safely with its growth expectation. The main benefit of having a defined objective is to make the marketing team have clarity, commitment and focus, thus facilitating the achievement of the proposed goal.

3. Action Plan

Unlike the objectives, the action plan focuses on defining the practical actions that will be carried out in the short, medium and long term. There are four points that must be answered so that the construction of the action plan can be considered clear and efficient:

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• What will be done?

• When?

• Final responsible?

• How much?

This last question is essential for the person responsible for the area to be clear about the investments that will have to be made to obtain the expected results, in addition to, of course, ensuring alignment with the company's financial area.

4. References and Support

When we talk about building a good and efficient Marketing strategy, we cannot leave out tools and methodologies that can be useful, facilitating the strategy both in terms of efficiency and orientation.

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Allied to the planning creation tool, we offer our own guidelines that are carried out with all our customers.

The methodology of Growth Machine , when applied, guarantees success to our customers.

It is a simple methodology, which was built based on the main success cases of the X10 Digital Marketing Agency, taking into account the growth and maturity that companies reach over time.

If, in addition to good references and methodologies, you have access to the support of a specialized person, be sure to use this to have different inputs and opinions regarding your Digital Marketing planning.

These are the people who generally have good knowledge of market trends, good practices, thus becoming very valuable people for the improvement and evolution of your planning.

At the X10 Digital Marketing Agency, business consultants carry out a quarterly planning/replanning consultancy with all our clients, going through the four steps presented throughout the post.

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