Es común que las empresas que se embarcan en el marketing en Internet y las redes sociales piensen que necesitan desarrollar sus estrategias en torno a la tecnología y no mirar primero las necesidades de la audiencia. Every company needs an integrated marketing plan. A veces, las empresas ven la planificación digital como algo separado, pero lo ideal es que su plan de marketing en línea se integre con objetivos comerciales más amplios para que forme parte de un plan de marketing general.
There are two models that provide a framework for writing an integrated digital marketing plan. The first is called the SOSTAC® planning model developed by PR Smith. In plain language, this approach means dividing your plan into six parts:
- S means Analysis of the situation – Which means where are we now?
- or means Objectives What does where we want to go mean?
- S means Strategy
- T stands for Tactic What are the details of the strategy?
- a is for Action or implementation – put the plan to work.
- C is for control which means measure, monitor, review, update and modify.
You can use the Sostac® planning model to create a digital marketing template that suits your business needs and customer profiles.
The second model that is useful for drawing a social media marketing plan is Forrester’s publication method. The POST method helps define your social media goals, plan and prioritize your actions. By Thinking This Through You Can Create A Clear Purpose and Vision, as Well as Implementing Goals, Strategies and Tools that Will Help You To Reach The People You Are Looking To Connect with Online. The POST method in a nutshell parses:
- People – Start by observing the behaviors and social attitudes of your customers. Who do you want to attract in places like Facebook and Twitter?
- Objectives – Next, decide your social technology goals. Do you want to build relationships or create brand awareness or improve customer service?
- Strategy – What strategies do you plan to carry out and what is your priority? Determine How Your Goals Will Change The Way You Interact with Customers Through Twitter, Blog, LinkedIn or Facebook Page
- Technologies – Which ones will you use? Choose the most suitable technologies that will meet your goals, you don’t have to use them all!
Estos métodos garantizarán que su plan de marketing digital integrado ponga al público ya los clientes primero, identificando sus necesidades y desarrollando un plan con la combinación correcta de canales en línea y fuera de línea para construir relaciones sólidas, impulsar los leads y generar tráfico en su website.
