How to Create a Digital Marketing Plan for Your Small Business

Digital Marketing

Apr 11

As Tennessee's Grow with Google Digital Coach, I have the privilege of working directly with hundreds of small business owners each month.

The most common question I hear? "Where do I even begin with marketing?" It's a valid concern – the digital marketing landscape can feel overwhelming.

Whether you're a seasoned entrepreneur or just starting out, I'm here to guide you through the process.

In this article, I’ll break down the 6 essential steps to building your first marketing plan for your small business, from defining your goals to leveraging AI.

Let’s dive in.

Step 1: Identify Your Why (and Who You're Targeting)

Define your business goals. Do you want to boost brand awareness, generate more website traffic, or convert visitors into customers? Be specific and only choose one goal!
Identify your target audience. Are you selling custom-made furniture to millennials or legal services to corporate executives? Knowing your audience helps you tailor your message to resonate with them.

Step 2: Pick Your Battles (Choose Your Marketing Channels)

Website: This is your online storefront, so make it shine and user-friendly! Think clear navigation, high-quality visuals, and easy ways for people to buy your products or services. Consider SEO (Search Engine Optimization) to improve your website's ranking in search results.
Social Media: Pick the platforms where your target audience hangs out. Focusing on Gen Z, TikTok or Snapchat could be your best friend. Wanting to reach older Millennials? Focus on Facebook. Also, don’t overwhelm yourself trying to be on every platform. Pick 1-2 that work best to get started.
Content Marketing: Create valuable and informative content like blog posts, infographics, or videos that people will actually want to engage with. Think industry insights, helpful tips, or anything that positions you as an expert.
Email Marketing: Build an email list of interested subscribers and send them valuable content and special offers. But avoid being a spammer! Nobody enjoys a friend who only shows up to ask for money. (Want help building your email marketing strategy? Check out my course, The Email Advantage.)

Step 3: Set a Budget (Because Free Isn't Always Free)

Be realistic about how much money you can allocate to marketing. There's no need to max out your credit card on the fanciest software. There are tons of free and low-cost digital marketing tools available. Research website builders, social media scheduling apps, and email marketing platforms with free tiers.

Step 4: Track Your Progress (Become Data-Obsessed)

Use website analytics tools like Google Analytics to see how many people visit your site and what actions they take. Are they bouncing quickly? Your website might need some tweaks!

Monitor your social media engagement. Are people liking, commenting, and sharing your posts? If not, it's time to switch up your strategy.

Track how many leads and sales you generate from your marketing efforts. Are website visitors converting into paying customers? If not, let's fix that leak in your sales funnel!

Step 5: Adapt and Conquer (The Game Never Sleeps)

Digital marketing is a dynamic landscape – new trends emerge constantly! Don't be afraid to experiment with different strategies and see what resonates with your audience.

Continuously monitor your results and adjust your plan as needed. Maybe that TikTok dance video you spent hours on wasn't the best use of your time. Nobody knows but you. It's okay to move on!

Step 6: Automate Your Strategy (Set It, But Don’t Forget It)

Once you’ve laid the groundwork with a solid digital marketing plan, it's time to look at automation. Automation helps keep your digital wheels turning, even when you’re busy doing a million other things to keep the lights on. But remember, while automation is powerful, it’s not a substitute for the human touch. Here’s how to make it work for you:

Choose the Right Tools: Start by picking tools that can automate the mundane yet necessary tasks. Whether it’s scheduling social media posts, sending out email newsletters, or updating your ads, tools like Buffer, Beehiiv, and Google Ads can take a load off your shoulders.
Set Up Email Autoresponders: One of the simplest forms of automation is an email autoresponder. This tool ensures that whenever someone subscribes to your list, they automatically receive a welcome email or a series of emails that engage them right from the start.
Automate Social Media Posts: Plan and schedule posts in advance using social media management tools. This way, you maintain a consistent presence online even on your busiest days. Just make sure to check in regularly to engage with comments and messages—no tool can replicate genuine human interaction!
Regular Check-ins: Schedule regular intervals to review the performance of your automated tasks. Analyze what’s working and what’s not, and make adjustments to improve your strategies.

With these 6 steps, you're well on your way to crafting a digital marketing plan that fuels your small business growth. Remember, the key is to start focused – pick one clear goal and a couple of relevant marketing channels.

As you gain confidence and data, you can expand your reach and refine your tactics. Don't be afraid to experiment and have fun with it!