Digital marketing plan

A marketing plan is a report that describes all the marketing and commercial efforts made by an organisation to achieve certain objectives. The plan is based on internal and external research. 

A digital marketing plan is limited to your online objectives and the actions (strategic, tactical and operational) with which you can achieve them. 

Creating a digital marketing plan

The preparation of this plan includes the following steps: 

  • Situation analysis: who are you, what is your history and what is your business? 
  • How is your marketing mix structured (product, price, place, promotion, personnel and presentation)?
  • SWOT (Strengths, Weaknesses, Opportunities, Threats). 
  • Digital marketing health check: what about your SEO (search engine optimisation), online campaigns and advertising?
  • Google Analytics: what are your current online results?
  • Buyer Personas: who will buy from you? 
  • Customer Journey: which (online) route does your customer take before they decide to make a purchase? 

Action plan to generate leads

After this analysis, we determine what we need to focus on to generate leads for your business: 

Content plan

Together with you, we determine which content must be provided for which type of visitor (personas) and via which channel. This is the content planning.

Our in-house content manager, who delivers SEO-proof texts, does the writing. Or we work together with your regular copywriters.


The plan concludes with SMART (Specific, Measurable, Acceptable, Realistic, Time-bound) marketing objectives and a concrete action plan.

Marketing plan on paper

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