Digital Marketing Planning That will Scale Your Agency and Clients
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5 min read
As an agency, you know there are many moving pieces to providing a seamless online marketing experience for your clients, let alone establishing a roadmap that can get your prospects through the door and promote a longer lifetime value.
Focusing and investing in a digital marketing plan that clicks with your prospects and clients is what will make or break the outcome of your agency’s success and scalability.
What Does a Digital Marketing Strategy Mean?
This is a digital marketing plan that helps your clients’ business accomplish goals through online channels such as PPC, organic, and content marketing tethered to short, medium, and long term goals.
How Is a Digital Marketing Plan Used?
The sky’s the limit when it comes to putting marketing channels to use. The evolution of interconnected networks has become an advantage to many businesses that need to reach audiences through cross-channel, multi-channel, or omni-channel marketing.
Core Components to Mapping Out a Plan
Initial Assessment and Goal Setting
Goals and Timeline
You want to consider a 12-month timeline segmented by quarters when creating your clients’ digital marketing plan and goals.
“Setting concrete goals, documenting them, and reviewing them can increase your chances of success by up to 95%.” – Forbes.
Using quarterly marks to evaluate three-month milestones is key to ensuring your strategies are trending towards optimal performance.
Considering KPIs such as traffic, conversions, and revenue for your clients’ business will help establish insightful benchmarks to compare quarterly evaluation periods.
Get to Know Your Clients’ Business and Their Audiences
A marketing plan is no use if you can’t pinpoint who and why you’re marketing. Here are questions you should be asking your clients or prospects to create a strategy.
- What is the core service/product of their business?
Can they describe it to you in one sentence?
- Who are their actual and potential audiences?
Age, location, interests, job, income
- What is the core driver for customers to acquire your clients’ services/products?
- Who is your client up against (who they think are their competitors)?
Corroborate from a list of researched competitors from your end
- What is the unique selling proposition of their business?
- What are the ideal CTAs for their pay-per-click marketing efforts?
Fundamental objections from customers to CTA
- What tone of voice for ads does the clients’ business convey?
Optimistic, reliable, friendly, trustworthy, aggressive, relatable
Checklist of Platforms to Access
Ensure you can execute all planned digital marketing strategies for your client. It is crucial to obtain admin access to the following platforms.
- Website or Google Tag Manager (GTM)
Ease of setting up conversion tracking and any new account for the platforms listed below.
- Google Search Console
Tools and reports that help manage your website and support SEO.
- Google Analytics
Track performance at a multidimensional level across channels.
- Previous Google Ads or Microsoft Ads accounts
Valuable historical data to ensure strategies align for the best outcomes.
- Google Merchant Center
Allows for the optimization of Shopping feeds.
- Google My Business
Local businesses highly benefit from having Google My Business.
- YouTube Channel
Required to run video campaigns on the YouTube channel.
Website Health Check
Digital marketing success goes hand in hand with an attractive, user-friendly, and responsive website. Ensuring you set expectations with your clients on what is lacking and needs improvement will build a better understanding of the possible outcomes your efforts will yield.
Include website improvements within your clients’ digital marketing plan. If needed, suggest a landing page for PPC and content marketing efforts. Meanwhile, they get their website updated.
It’s simple, a website used for online marketing strategies that have goals to drive conversions and revenue must be less informational, have a clear call-to-action, and promote trustworthiness to make any online marketing effort worthwhile.
PPC on Pedestal
Pay-per-click marketing is the most reliable and scalable marketing channel for any business. It focuses on two spectrums of audiences, for which we recommend to use both should the clients’ business vertical apply.
- Search intent – The business sells or provides something someone is looking for.
Campaign types: Search, Shopping, and Remarketing Ads
- Impulse buyer – A company sells or offers time-sensitive services for season or situation, creating a sense of urgency for a customer to acquire.
Campaign types: Display, Remarketing, Facebook, Instagram, LinkedIn, and YouTube.
Organic Traffic Support
In support of paid traffic, building a robust organic traffic source goes a long way for a digital marketing strategy. More so if it is a service you offer within your marketing product stack.
These are a few areas that can help support your clients’ business:
- Page Optimization
- Competitor Analysis
Research on competitor content strategy
Look for lack of website content
- Social Media
Organize, Prioritize, and Execute
Besides planning the ultimate digital marketing strategy for your client, another factor that will make or break its value is how well organized it is, the priority given to each area of the plan, and, most importantly, the timely execution of the digital marketing strategy.
We made this part easy for you by creating a digital marketing plan template that encompasses everything we have gone over in this blog.
Plan Strategic PPC Marketing for Your Clients With Us
The online marketing possibilities are eye-opening, leveraging them into a digital marketing plan paramount for future and existing clients’ success.
Delegation is your friend, so there is no shame in contracting an outside agency, especially when time and resources are not on your side. Considering white label marketing is what can help propel your agency to scale and grow.
Let us walk you through our tools and resources by scheduling a meeting with our experts. Your agency’s next step to discovering something innovative has never been so easy. For further insights into everything in PPC management, subscribe to our blog.