How to Create a Digital Marketing Plan Workshop – Spring Fair 2018
At this year’s Spring Fair trade show I was asked to host a workshop on ‘How to Create a Digital Marketing Plan’. Here you can find a copy of the slides that I used during the workshop along with a few notes that should hopefully explain them.
Perfect if you weren’t able to attend this year’s exhibition or if you couldn’t get a place in the workshop.
As always, I started with a quick introduction…
Then a quick rundown of what we’d be covering in the workshop…
This next slide highlights my personal favourite way of understanding what marketing is. That is to put the right message, in front of the right person, at the right time. I felt it was important to highlight the definition of marketing to show why I was using a calendar & campaign system, which would allow us to be careful about the timing of our marketing.
Next, we reviewed a 3-Step Marketing System: 1. Plan, 2. Do, 3. Review. It’s vital to always remember each of these 3 elements as they are needed for every marketing activity.
The first step of creating our digital marketing plans was to create a Marketing Calendar. Participants were given a blank calendar template and asked to add in a few seasonal events that they would like to use in their marketing. Once the seasonal events were added, the blank spots could be used for evergreen events that could run at any time of year.
Once we’d made a start on our calendars we moved onto how to create a marketing campaign. A structure that could be used for each of the seasonal and evergreen ideas they had mapped out on their calendars.
Campaigns would require 3 elements: a goal, strategies for reaching the goal and tactics we would use for each strategy.
First, we would set a goal for the campaign. The campaign goals need to be linked to your overall business goals and need to be detailed, for example, £10,000 of Mother’s Day cards and gifts sold by 18th March 2018. This provides a precise revenue goal, that would easily tap into a company’s overall revenue goal. It breaks down the products that are the focus of the campaign and it sets a deadline.
Next came the strategies for reaching the goal. We looked at both online and offline strategy examples.
The next slide looked at a few example strategies, by putting the people and the products as the focus.
Lastly, we looked at the tactics that could be used for the marketing strategy ideas we had established.
The next slide looked at digital marketing categories as a starting point to brainstorm some ideas.
Finally, we had 5 minutes for questions at the end of the workshop.