Stage 1

Business Plan

Creating the road map to your online success

As with any project, the key to success is planning! This first stage of the Web Rocket is geared to helping you put together a complete action plan for your Digital Marketing Campaign.

Using our FREE Digital Marketing Plan Template, this stage allows you to identify the key areas that you will need to cover when preparing to launch, or build on your online business presence.

Having a solid plan with set goals, metrics, and strategies in place is critical to creating an effective online presence. In this stage of the guide, we will address the key factors that need to be considered and help you formulate these into an actionable plan that will be referred to throughout your campaign.

Creating your Digital Marketing Plan includes;

  • Free downloadable Digital Marketing Plan Template
  • Example Digital Marketing Plan reference
  • Understanding the Digital Marketing Team Skills and Roles
  • Writing your Company Overview
  • Establishing Business Goals and Identify Target Audience
  • Understanding and deciding Key Performance Indicators
  • Conducting Competitor & Industry Research
  • Creating an SEO & Content Marketing Strategy
  • Implementing a Social Media & Advertising Plan
  • Creating a Website plan


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Creating your Digital Marketing Plan - Let's get started!

In this first stage of the Web Rocket, we are going to take you through the creation of your Digital Marketing Plan.

Whether you are a start-up, small business or enterprise level company, everyone should have a plan in place to effectively manage their online presence. It is crucial to understand your target audience, competitors, and industry and have a clearly defined brand to promote and communicate your services and products.

You should understand how to effectively decide and monitor your business goals and have clear milestones in place to measure the effectiveness of your campaign. We will also address how to strategise for your website, Social Media, SEO, and advertising.

For each step below, you will find the relevant reading, guides and resources. Make your way through each step and complete your Digital Marketing Plan as you go in the template provided here. You can also use the completed example for reference.

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Step 1 - Choosing your Digital Marketing Team

Digital Marketing Roles & Skills

Before you start putting together your digital marketing plan, it's important to have all of your key people in place. These are the people that will have involvement in the planning and execution of your digital marketing campaign, so it's great to have everyone on board for the planning stages.

The members of your digital marketing team should have a keen interest and relevant skills in the likes of Social Media, SEO, content creation and distribution and a thorough understanding of the company brand, services, and ethos.

You should also look at making key decisions about what will be managed in-house and what will be outsourced. For example, you may look to manage all of your social media, SEO and content production, but may need to hire a web developer to build the website for you to manage.

Whether your company is managed by just 1 person, or benefits from a larger team, the responsibilities remain the same. Someone must be responsible for managing your website, SEO, Social Media, content, branding, and promotions.

This article - Digital Marketing Team - Roles & Responsibilities - will give you a clear idea of the areas that need to be considered for effective campaign management.


Digital Marketing Team Resources

Step 2 - Writing your Company Overview

Company Overview examples & key points

Now that you have your team assembled, it's time to put your heads together for this first important task.

Your company overview is a key piece of content that will be used for multiple purposes, both promotional and in-house. It should be short, concise, and descriptive, giving people an insight into of who you are, what you do and how you do it. It should communicate what makes you stand out from your competitors and address your core values as a company and a brand.

This is Your Story, an important piece of content will be adapted consistently across promotional areas such as your website, social media profiles, business directory listings as well as marketing and promotional materials.

You'll need to introduce people to your company, your ethos, and mission statement, whilst communicating your products and services. You'll need to identify what makes you stand out in your industry, with your USP's clearly defined.

Your company overview contains a great deal of promotional information, so it's important to keep it clear, simple and interesting, always writing with your target audience in mind.

Remember, your company overview will be used and adapted across several platforms, so be sure to keep it clear and malleable to use across different mediums.

We recommend reading this useful article - "How to write an effective company overview" - for more advice and guidance.


Writing your company overview


Company Overview Resources

Step 3 - Establish your Business Goals

Business Goals are needed to monitor your success

A critical part of your digital marketing plan is establishing clearly defined, quantifiable goals. You should think about exactly what you are looking to achieve from your digital marketing and assign goals that reflect this. Creating goals for your business can be anything from financial to process based. Both quantitative and qualitative goals are extremely important. Such goals can be related to leads and sales or the quality of feedback about your services. For each goal you should identify what you want to achieve, the strategy to do this, how you will measure it, and the time in which you want this to happen.

These “Smart Goals” should be measurable and include deadlines as markers for success.

You should look to break your business goals down into smaller milestones so that you can track your progress.

Later in the guide, we will look at using these goals to introduce our metrics and defining how each will be measured. So for now, just identify the business goals, and we will expand on them later in your marketing plan to complete them with Key Performance Indicators.

You can read our article on "How to identify and set effective Business Goals" to learn more. 


Identify your business goals


Business Goals Resources

Step 4 - Decide your KPI's

Key Performance Indicators

Once you have established your business goals and target audience, it's a good time to start thinking about how you will measure the performance of your digital marketing campaign.

To do this, we use Key Performance Indicators.

A KPI is a quantifiable measure of performance over time for a specific objective. KPIs provide targets for your business progress, milestones, and insights that assist you in measuring success and making important decisions for your company.

There are KPIs for every aspect of business, whether it's financial, marketing, sales, or operational. We look at the defined business goals and decide the metrics which will give us the best insights. We recommend that you create a spreadsheet or table with each of your business goals listed, the KPI for each of these goals and an area to add the value each month for ongoing comparison.

To understand more about KPI's, how to use them and see some examples, read our resource here - "What is a Key Performance Indicator? KPI's in simple terms"



Key Performance Indicators

Understanding KPI Resources

Step 5 - Identify your Target Audience

Understand your Target Audience and Demographic

The next essential part of your plan is to identify who your marketing efforts will be geared towards. Before you launch any sort of marketing campaign or website, it is crucial to establish who you are communicating with.

This will affect every decision for your campaign, from the writing style and content, the use of images, the places you advertise and promote, even your branding style. Understanding your target demographic is extremely important, so let's define who our audience actually are.

We need to profile our audience, looking at factors including;

  • Demographics
  • Buying Habits
  • Challenges and Goals

You can profile your audience in a number of ways, and once you understand who your audience is, you can make decisions on how best to reach them, and how to effectively manage your brand to resonate with them.

For some useful advice on how to identify your target audience, read our article here - "How to determine the target audience for your business"


Identify your target audience


Target Audience Resources

Step 6 - Conduct your Competitor Research

Understanding and Assessing your Competitors

Competitor research is the process of identifying businesses in your industry that offer similar products or services and evaluating them based on a set of predetermined business criteria and Key Performance Indicators.

This will help you assess the ongoing performance of your business comparatively from the point of view of your customers. It is important to know how your customers view you in comparison to your competition. A competitor analysis will give you a better idea of what services are currently available to your target customer and what areas are being neglected.  

In this section we will address;

  • What competitor research is and why it is important
  • How to identify your competitors and how to conduct competitor research
  • How to utilise your findings from competitor research

Read the full guide to build this information into your digital marketing plan - How to conduct competitor research for your business


Competitor Research

Competitor Research Resources

Step 7 - Assess the current Industry Landscape

Explore the competitive dynamics of your industry

Now that we have a wealth of information about ourselves, our target audience and our competitors, it's time to evaluate the industry as a whole. We need to understand the direction of the industry and factors which affect it before we start planning our promotional strategies.

To do this, we should research the current climate of the industry, consumer needs and requirements, and general challenges facing the market.

What's important in your industry landscape?

  • Are there any common problems or opportunities facing your industry as a whole?
  • Is the industry growing or in decline? Are there new competitors frequently emerging in the industry?
  • How much “bargaining power” do suppliers and consumers have within the industry?
  • Are there specific avenues to market which suit your industry better than others?
  • What are the average price points for your services within the industry, and how do your prices stack up?
  • Are there seasonal or circumstantial factors that affect the promotion and sales of your services and products?
  • What are the political, economical, social or technological issues that impact the operation of your industry?

With a broad scope of factors to consider, you should read our guidance here - "Conducting Industry Research"

We then recommend bringing all of your research together by producing a “SWOT Analysis”.

Once you have evaluated the landscape, it's time to take all the information we have established to date and make a start into putting an actionable plan in place for the different branches of your campaign.



Conducting Industry Analysis

Industry Research Resources


Your very own FREE Digital Marketing Checklist

Are you a new start-up, looking to prepare for your digital marketing journey? Or an existing business ready to review and improve your current online presence?

We bring you Web Rocket. An interactive, step by step resource, guiding you through your digital marketing process. This FREE online resource is a collaborative project brought to you by industry professionals, sharing expertise in their relevant fields.

Web Rocket covers every aspect of your Digital Marketing, from preparing your business and branding, to building your website, implementing SEO, and planning your content and social media strategy. We also look at Search Engine Marketing, website analytics, email marketing and much more.

We take you through the process with your personal check list, reading lists, guides and downloadable resources in which you can save your progress as you complete each stage. Web Rocket ensures you cover everything you need to know when getting ready to launch a new business or review your existing presence.


Web Rocket will be launching February 2022 - if you would like to pre-register for the course, please enter your details below and we will email you when your free account is ready to access.


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Course Contents

Here you will find a brief overview of what to expect from each stage of the Web Rocket. Each stage has a series of modules which you can follow through to completion, tracking your progress along the way. Once logged in, you will be able to use this area to view your progress overviews, visit your stage action lists and complete your modules.

Get involved

If you have skills and expertise in the areas covered in the course, we always welcome new contributors to enhance our reader's experience. The digital marketing landscape is vast, and covers everything from web design, social media and SEO, to photography, printing, and PR. Our readers not only need informative content, but they also will benefit from reliable contacts across the industry. That's where you come in!

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Why not share your knowledge as a featured expert in your field? We will publish your articles, resources, and guides as part of the Web Rocket course for the benefit of our readers.

Key Areas

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  • Content Production & Marketing
  • Social Media
  • Photography & Videography
  • Search Engine Marketing
  • Google Analytics & Campaign Management

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