Digital communication plan: how to do it and what are its advantages?

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Before explaining how to create a digital communication plan, it is important that you know what it is and what it is about, since having a clear objective will allow you to be much more effective when planning the actions and other details that are part of its construction.

A digital communication plan helps companies define their target audience and the messages that should be sent to that audience to meet business objectives. Through this tool, it is possible to ensure that the messages that reach users and customers are not only appropriate, but useful.

The digital communication plan aims to support sales and how does botim work? marketing teams in defining the timing, channels, formats and type of messages that should be sent to establish effective communication with audiences.

Below are 10 steps to create an effective digital communication plan :

Research and analysis of the context: it is important that you carry out an initial analysis of the social and local environment in which the business operates. Also, in this first step, it is essential that you analyse the current situation of the company, including weaknesses, opportunities, strengths and threats, the well-known SWOT .

Defining objectives: Digital communication must have clear and achievable objectives for strategies and actions to be effective. Define whether you want, for example, to increase sales, customer retention or customer interaction.
Definition of the target audience: within the communication process, the receiver is one of the most important elements, since without him there would be no one to deliver the message to. The same applies to the target audience in a digital communication plan; it is important that we know who we are going to communicate with and through which channels, in this way we will know what content should be produced and with which messages.
Defining the message: If we already know what audience we are going to communicate with, the next step is to define what we are going to say or tell that audience. At this point, it is important to define not only the premise of the message, but also the tone and style it should have. All of this will have to make sense and connect with the type of audience we are addressing.
Creating the strategy: at this point you must consolidate the results of the analysis of the environment, the objectives, the audience and the message to define what series of actions will make up the digital communication strategy. It is important to highlight that what you propose must always be aimed at achieving the established objectives.
Defining actions: This involves selecting and establishing all the operations or activities that, individually, contribute to achieving the strategy's objectives. In other words, you must define what means you are going to use to communicate the message to the audience.
Creating calendars: This step will help you plan the implementation of the actions defined in the strategy. You must create two calendars: one for content, where you will capture the images, videos, audios or texts that you will publish with their respective messages and audiences; and another for publications, which will help you know which days and times are the best to send the content to the public.
Establish a budget: While there are many actions that can be implemented in a digital communication plan that do not require investment, there are other aspects that do. Not only advertising but the use of resources is part of what is invested in the communications and marketing of a business. You must take all of this into account and quantify it so that you know if the budget that has been invested is being used in the best way and what the ROI margin that should be obtained would be.
Measuring results: There is a very popular phrase in marketing and digital communication that says “what is not measured, is not controlled” , and it is a true fact. It is important that everything you propose in a communication plan is analyzable and measurable, since it will depend on whether you can establish the results of its implementation. For this point, you can make use of the digital tools and platforms available in media such as Google, Meta, Twitter, LinkedIn, among others.
Final analysis and adaptations: the analysis of the results of the digital communication plan should have as its final objective to identify those actions that work and should continue to be implemented and strengthened, and the actions that do not provide good results in order to adapt and optimize them, making everything work effectively.
Advantages of implementing a digital communication plan:
Some of the advantages that companies and businesses can obtain through the implementation of a digital communication plan are:

It allows you to manage digital communication processes at internal and external levels.
Provides and promotes the communicative promotion of products and services, guiding potential clients in decision-making.
Support in promoting digital sales.
Allows the analysis and identification of audiences.
It makes it easy to strategically manage the generation of content that responds to the needs of the target audience on different digital channels.
It fosters valuable interaction with users, generating closeness and commitment to the brand or organization.
It allows monitoring of the company's information, image, reputation and communication actions in economic environments and sectors.
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