In this B2B Digital Marketing plan, we will show you an example of how to create a plan for the packaging industry by combining two recognized methods – SOSTAC and RACE Planning Framework.
Situational Analysis
Any plan you create must begin with an outline of your digital approach. This outline makes it simple for stakeholders and managers to understand the short as well as the long-term goals you plan to achieve when reading the whole plan. These should be split into a template of RACE – Reach, Act, Convert, Engage – against KPIs, strategies, and tactics.
To fully understand the market you are working in, your existing marketing channels and your existing marketing share, as well as tactics you must understand to avail their full potential you must also include external and internal analysis. It is important to include the following in a situation analysis:
- Competitor research
- PESTLE analysis
- Market sector summary
- Current performance
- Marketing mix and product range analysis
- Target audience people
- SWOT analysis
Objectives
What do you want to achieve in the next 3 months, 6 months, or a year? These objectives should be SMART as well as helpful in improving the main issues you have discovered during your research.
If you have discovered that your reach is decreasing and fewer customers coming to your website, then what objective can you put in place to improve this situation?
- Main issues – Lost opportunities from social media, SEO, in particular, LinkedIn, cultural understanding, language barriers, as well as motivations limited in certain countries. Trade shows and events are Gated content not used. The difference in time zone.
- Strategies to put in place to handle these issues – Advertising and social media amplification. Extension of events. Form implementation on site next to content. E-mail marketing campaigns categorized according to time zone.
- Objectives – An example of this would be to increase website traffic by 21 percent within a 6-month period.
Strategy
What is your targeting and segmentation strategy? Without first knowing the people in your situation analysis it can be helpful to understand how you intend to segment them to target them with relevant content. There are various approaches you can take:
- Paid search engine marketing
- Geography-based segmentation
- Content marketing
- SN interest-based targeting
- SEO and keyword research
- Buying motivations and behaviors
- Channel Preference
Tactics
Numerous tactics can support one objective to ensure that you reach your goals. Consider the many tactics that you are able to do to reach more customers:
- Keyword research and on-page SEO
- Direct response campaigns
- Inbound link building
- Trade shows presence
- Content marketing off and on-site
- Social media promotion and publishing
- Landing pages
- CTA from websites
Actions
To achieve your tactics, what must be done? If your main goal is to reach more customers, you must consider content that will entertain and interest your audience and educate them about your product and company. Consider whitepapers, infographics, free guides, etc. something that is easily shareable online to further increase your reach.
Control and Continuous Improvement
In what ways will you keep score of improvements and measure results?
- Data from Google Analytics
- Sales figures from accounting systems
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