9 Things That Marketing Project Managers Should Consider Before Planning a Digital Strategy

Starting a digital marketing plan is exciting for a marketing project manager. It’s mapping out the future and the story you want your business to tell.

It can be easy to want to dive straight in and start putting out creative content from the get-go to engage your audience. But, not having a clearly defined plan can be the death of any creative content. Truly understanding your audience is the first step.

Developing and planning a strategy and setting measurable targets will help keep a good digital marketing project on track.

We’ve put together our top 10 things that you, as a marketing project manager, should be considered when it comes to any digital marketing plans below:

1. SWOT Analysis

A SWOT analysis is the first step in the digital roadmap. SWOT stands for strengths, weaknesses, opportunities, and threats. Performing one allows you to assess your business’s marketing needs.

It also means that you really analyze your business, and highlighting weaknesses can help eliminate them when developing what you want your marketing to be. HubSpot has a great free SWOT Analysis Template that can be used to get started for a new marketing plan.

2. Set Goals

When you have outlined your core business attributes it’s time to set goals for your project.

Goals should be specific, for example, if you are developing a social media digital strategy set number-based goals. Not simply ‘increase social following’. But how many new followers do you want to have and in what time period? And what are you going to do to get to this?

3. Define Your Marketing Strategy

When you have mapped out your goals; develop a value proposition, that is – what makes you attractive to your audience. Find the channels that suit this proposition best and work your content marketing strategy around this.

Are your audience students? Writing and educational services have informative useful blogs. Consider using these websites for guest blogs, in order to get your business in front of your targeted personas.

4. Create Content Calendars

A content calendar allows you to plan. It maps out everything you will be publishing, on what platform, when, the topic, tags, and any other useful information.

It is an important resource for any marketing proposal because it can show certain patterns, helps to optimize resources and shows any possible gaps in content. Loomly offers expert social media content calendar templates.

5. Always Consider Video

Video consumption continues to grow year on year. It’s a powerful marketing tool but with the growth of video comes more noise. Putting out any old video content for the sake of it is not going to attract your audience.

Make sure your video has a purpose, relate it back to your goals and use it as an informative tool and key piece in your content strategy puzzle.

6. Consider Personalization

Whether it’s e-mail marketing, website content or ads; automated marketing tools allow marketers to alter messages depending on viewing habits, spending habits, preferences, etc.

Utilizing personalization means that you are sending a message to a potential customer that they want to see. In turn, creating a higher click-through rate and ultimately, if done well, conversion.

7. Try New Content Mediums

The digital world is ever evolving, and a simple Facebook post might not be enough to connect with your audience now. If you are targeting young people, it’s a known fact that they are increasingly turning away from Facebook. Research options like Instagram’s IGTV feature or Snapchat.

8. Implement Tracking

Before any good marketing project goes live having a tracking system in place to measure success is crucial. There’s no point in creating amazing content if you don’t know the impact it is having, is there?

Use Google Analytics, HubSpot, Hootsuite or any tracking program suited to your plan.

9. Data Privacy

Ok, so while marketing tools allow you to collect certain data about users it’s important to make sure that you stay up to date on all data privacy laws.

Consumers are more aware than ever of data protection and how their data is used online. Before launching anything consider ethical and responsible data usage. Being transparent with your consumers builds a trusting relationship.

These are just a few of the things you should consider before planning and preparing any digital marketing project. Going through each step before the creation process will keep you on track.

As a marketing project manager, setting goals will help you reevaluate the overall strategy at the end. Of course, there will always be learnings and key findings, but these are important when starting a new marketing project.

Things that you might have missed the first time around can be addressed, or areas that are succeeding can be leveraged.

In today’s cluttered market finding your own unique angle is what will help you to succeed. Add value, be proud of the content you create, do your research, plan, and you’ll be on your way to creating something great.


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