Elements of an Effective Digital Marketing Plan

Every company needs a brand, and every brand should have a great marketing plan

If COVID-19 has taught us anything, it’s that digital content is always being consumed. This makes a digital marketing plan a must for any brand looking to cut it in today’s saturated online world. However, not everyone knows the necessary elements to create an effective in-house digital marketing plan. Here are some of the most important aspects to include when drafting a digital marketing plan for a brand or business.

Customer Personas

It doesn’t matter if you create the most intriguing or award-winning content if that content is shown to the wrong group of people. When creating a marketing plan, many want to target “everyone out there” to bring in “as much business as possible.” If ad dollars are being spent with this mentality, then those dollars could be going to waste. The right content, paid ads, or calls to action will only work if they are shown to the group of people that will respond to them. When thinking about whom to tailor a marketing plan to, consider the following:

  • Age
  • Gender
  • Interests
  • Geographic Location (City or Suburb)
  • Number of Family Members
  • Student or Professional

These are just a couple of things to consider when looking at whom to target with a marketing plan. There is a good chance that you may need to think about more factors and details when thinking about the ideal target. Once the ideal target is found, then you’ve got your customer persona.


The next thing on the list is to find the appropriate channels that will deliver the marketing plan. Right now, businesses have various platforms they can use to reach consumers. Facebook, Instagram, YouTube, and Google are all just a couple of the options through which business owners can market. However, not all of these platforms might be the right one for your business. Again, it is very easy to think that by marketing everywhere, you will gain more revenue.

However, as with picking the right target market, picking the right channels is a similar situation. Choosing the wrong ones can lead to time, as well as money, being wasted. Researching before committing to any marketing channels will ensure that you get the best bang for your buck. It also means that the right customers will be found in the right online spaces. After all, if you’re selling hair regrowth spray to consumers, you wouldn’t go to Twitter at midnight to advertise your product, would you?

Unique Value Proposition

When crafting the plan, make sure to state your product or service’s advantage in the content being delivered. People need to know why you are different and how that is going to benefit them. Also, make sure that your advantage is communicated clearly and concisely. Ads should be easy to understand. If the ad is worded in a way that makes the content confusing, users might not click on the ad or explore the product.

Tweak the Plan and Call the Pros

Creating and executing a digital marketing plan requires constant attention. It would be unwise to develop the plan and run the ads without regularly checking on them. People respond to ads in ways that sometimes catch us by surprise. Trends can be observed by constantly monitoring ads and content. These trends help us tweak our ads so we can have better consumer engagement. They also help us define a better audience when the time comes to create a new marketing plan or ads. If this is all a bit overwhelming, contact us! We have a history of helping several clients across various industries find success through digital marketing.

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