Chapter 2: Building Your Own Digital Marketing Plan

It's vital that your digital marketing plan supports the overall goals and strategies set in the company's overall business plan. However, it can also simply be part of a more overarching marketing plan that includes marketing aspects other than just the digital front. Since this book's focus is digital marketing, I'll leave that topic out, but don't forget that this planning is not meant to be an isolated endeavor.

I invite you to follow the step-by-step guide with your own brand in mind. At each step, stop and think about it, and about how it applies to your company or brand. Then, write down your thoughts and insights. By doing so, you will notice that just the simple exercise of doing a Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis works wonders on your own perception of your company.

Here are the main topics we will cover in this chapter:

• A step-by-step guide to building...